Claymation Acquired By Clay

The story behind the $1M acquisition

Alex Lindahl
April 01, 2025

GTM Engineers,

I’m thrilled to announce that Claymation has been acquired by Clay for $1M.

Everett Berry, Head of GTM Engineering, approached me in my 1-1 several weeks ago about the newsletter. At first I thought, uh oh, am I spending too much time on this?

Explanations raced through my head - “I’m really only creating content after hours”, “The newsletter has been generating leads, so I need to continue putting in the reps.”

The conversation was much different.

Everett explained that Clay is taking a page out of the HubSpot playbook when they acquired The Hustle. There’s several cases of this where B2B SaaS companies acquire media companies to become part media company themselves:

1. HubSpot Acquires The Hustle

HubSpot acquired The Hustle in 2021, a popular startup-focused newsletter with over 1.5 million subscribers. This strategic acquisition aimed to expand HubSpot's media presence and engage users through educational and trend-based content, complementing its inbound marketing philosophy.

2. Stripe Acquires Indie Hackers

Stripe acquired Indie Hackers, a community-driven blog and newsletter, to foster engagement with entrepreneurs and developers. This acquisition allowed Stripe to position itself as a resource hub for startups while promoting its payment solutions indirectly.

3. Robinhood Acquires MarketSnacks

Robinhood acquired MarketSnacks, a financial news newsletter, to deliver curated financial insights directly to its user base. This move aligned with Robinhood's goal of empowering retail investors with accessible financial information4.

Claymation isn’t yet as big as The Hustle, Indie Hackers, and MarketSnacks; however, become the go to place for GTM Engineering content and

That plus the GTM leadership rich subscriber base made the acquisition a no-brainer.

❝

After we saw the one sponsor we knew this was a growth opportunity we couldn't miss.

Everett Berry, Head of GTM Engineering, Clay

Btw, have you subscribed yet?

What’s next?

Well, I could never give up my day job as a GTM Engineer (connect with me on LinkedIn).

It’s been one of the most enjoyable jobs I’ve had to date. So, the plan is to ultimately split my time between helping customers with GTM Engineering and building content for Claymation.

Here are some sample posts:

8 GTM Engineering Trends for 2025 🧪

8 key GTM engineering trends for 2025: A comprehensive guide exploring innovative strategies, experimental approaches, and the evolving role of GTM engineers.

www.claymation.io/p/rise-of-the-gtm-engineer-and-8-gtm-engineering-trends-for-2025

Building a Slack Bot with Clay

A brief guide on how to setup automated Slack alerts with a Slack bot that is powered by Clay.com. Use cases: inbound lead alerts, subscription changes, etc.

www.claymation.io/p/building-a-slack-bot-with-clay

Prompt Engineering with Clay & Perplexity.ai

A 3 step guide to improving technographic enrichments.

www.claymation.io/p/clay-prompt-hacking-w-perplexity-ai

Automate Finding Lookalike Accounts with Clay

A 3 step guide to setup a Clay + ChatGPT for customer cohort analysis + Ocean.io to find lookalikes at scale.

www.claymation.io/p/find-lookalike-accounts-at-scale-with-clay-chatgpt-oceanio

APRIL FOOLS!!!!!

Claymation did not get acquired.

🙃 Gotcha!!!

Btw… I have another newsletter that I’ve been working on with my friend, Oscar Moore.

	The Augmented SellerTired of busy work? Reclaim time and sanity w/ 1 tested AI workflow every week. Trusted by top AEs at HubSpot, Clay, and LinkedIn.