[Study · Free]
The B2B content study: Stripe, Ramp, Gong, Lovable, Clay, HubSpot, beehiiv, lemlist, and GitLab.
Stripe, Ramp, Gong, Lovable, Clay, HubSpot, beehiiv, lemlist, and GitLab. We studied who posts, what they publish, and how they built a content system the market actually listens to.
Nine B2B software companies — Stripe, Ramp, Gong, Lovable, Clay, HubSpot, beehiiv, lemlist, and GitLab — with very different products, markets, and stages. What they share is that their content is recognisable. You can read a post without the logo and still know who it came from.
We studied who publishes, what they publish, how often, and what holds the system together when the founder is busy. Everything in the study is drawn from what these companies put in public.
What's inside the study
- Company-by-company breakdowns for all nine: who posts, in what role, and on which surfaces.
- The formats each company leans on, from technical explainers to customer teardowns to documentation as marketing.
- How founder voice and company voice divide the work, and what happens when one swallows the other.
- The operating layer: cadence, approvals, and who owns the calendar.
- Patterns that repeat across all nine, and the ones that only work at a specific stage.
Four things that show up in every program
- People publish, not just brands. Every company in the set has named humans posting regularly, and their posts consistently outperform the company account.
- The content is downstream of the work. Engineering decisions, customer calls, and pricing changes become posts. Nobody is inventing topics in a brainstorm.
- Consistency beats intensity. A steady weekly rhythm across a few people produces more compounding than occasional bursts.
- There is a system behind it. Someone owns the calendar, the drafts, and the follow-up — even at the smallest companies in the study.
What to do with it
Do not copy a program from a company that is ten times your size. Read the study for structure instead: how many voices they run, what each voice is responsible for, and what the weekly rhythm looks like. Then build the smallest version of that you can sustain for a quarter.
If you are pre-revenue, the Lovable and Clay sections will be closer to your reality than the Stripe or HubSpot ones. If you have a marketing team already, the GitLab and Gong sections show how to make content a company habit rather than one person's job.
Who this is for
Founders, heads of marketing, and content leads at B2B software companies who want a reference point before committing budget or headcount to a content program.
[Questions people ask]
Which companies are covered?
Stripe, Ramp, Gong, Lovable, Clay, HubSpot, beehiiv, lemlist, and GitLab.
Where does the data come from?
Public posts, public company pages, and published material from each company. There are no internal metrics and no interviews.
Is it relevant if I am pre-Series A?
Yes. Several of the companies in the set were small when the habits described in the study were formed, and the study flags which patterns depend on scale.
How do I get it?
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