Hex's do-everything marketing hire

Hex is an AI analytics platform that lets anyone in a company ask questions about their data through agents, notebooks and data apps.

Hex’s marketing team already used Clay as its marketing and sales intelligence hub. For each account Hex targeted, the growth team knew the industry, the tech stack and the problems that account was likely trying to solve. The goal was to use that intel to reach each account with ad creative and a personalized page that speak to its priorities, in Hex’s voice and design language.

Peter Ryan, head of growth marketing at Hex, says Ploy takes a first pass on almost everything his team produces: account-based pages, performance landing pages and the ad creative itself.

Growth at Hex

Founded in 2020, Hex builds the data tool every team wants: one place to find the data your business needs, instead of jumping between notebooks, BI dashboards and one-off queries.

Today, more than 2,000 companies like Anthropic, Ramp and Cursor use Hex to understand and act on data, and its product has to move fast to keep up. This year alone, Hex has launched Context Studio for managing analytics agents, added web search to the Hex Agent, shipped a plugin for OpenAI’s Codex, and much more.

On the GTM side, the team stays busy making sure Hex’s current and prospective customers always know exactly how the product is evolving.

“I’m treating Ploy as a do-everything, take-a-crack-at-it employee for marketing.”

Peter RyanGrowth marketing, Hex

The problem

More channels, more output and a high brand bar

Every growth team knows the trap. Marketing tools start to pile up, but more output doesn’t always mean better quality. Peter was looking for a way to keep up with the pace of work and answer a simple question: is the quality there, and is the brand consistent across deliverables?

Delivering at the speed of such a dynamic industry and maintaining brand standards had historically been competing forces.

The solution

ABM pages built from context Hex already had

Hex connected Ploy to Clay, feeding all relevant company context into each page. Within an hour of signing in, Ploy was working from that context to create on-brand pages. Dorothy Huynh, GTM engineer at Hex, then built out Ploybooks that take each account, research it and build a custom page.

On brand, without rebuilding the homepage

The team made a deliberate design call early on. Instead of copying every detail of Hex’s homepage onto each account page, it built a repeatable motion that could scale: every page should feel like Hex, as “a subset of the overall Hex brand.”

When an account calls for a richer section, such as one about self-serve, Ploy can reuse that section from Hex’s own site at full fidelity. Adam Storr, head of design at Hex, who was initially unsure how well Ploy could match Hex’s brand language, now builds freely in Ploy.

A consistent experience from ad to landing page

Hex uses Ploy for ads as well as pages. Because both come from the same design system, an ad and the page it sends people to share the same font, colors and message.

Connecting AEO and SEO visibility to action

Hex had been using six tools to track how it showed up in search and AI answers. For Peter, what sets Ploy apart is that it connects that tracking to action, so the team can see how it’s performing and close gaps in one platform.

The impact

Feedback turns into changes quickly

The biggest change is speed. Working prototypes arrive within days, and the team acts on feedback while it’s still fresh.

Marketing and sales work from the same pages

Hex’s account reps use the ABM pages in their own outreach. Each fast round of feedback brings the sales and marketing functions closer, and builds a differentiated customer experience.

“Our ability to absorb that feedback, implement it quickly, show that person that we’re improving, goes a long way to bringing us as a marketing team closer to our sales team.”