🗃 Ramp’s insane new campaign

this is peak b2b markeing

Tommy Clark
August 24, 2026

Hey!

Welcome to Social Files—your no-BS guide to generating demand for your B2B product using social & content.

Writing this week’s edition from 30,000 feet up on the way back to NYC after a quick weekend in Austin. First time back since moving. Fun to see friends. Not a fan of the 100-degree weather.

Now, for some marketing. Ramp just executed one of my personal favorite content campaigns.

Shall we take a look?

🔎 DEEP DIVE

On Ramp & Kumar.

Reflecting on the most insane piece of B2B content I’ve seen to date.

Of course, the content did well across platforms. And the CTA drove viewers to a landing page on Ramp’s site where you can opt-in to receive the Kumar Method.

Which begs the question: was Kumar a Ramp psyop from the start, or did Ramp partner with the account’s creators after the brief drop in popularity?

The X timeline was split on this, and I would have thought it to be the latter: an arbitrage play on an account with declining popularity. To my surprise, a little birdie told me Kumar was run by Ramp from Day 1. I can neither confirm nor deny.

Either way; insane stuff, and a reminder of why I fell in love with marketing in the first place.

‘Cause if I’m being honest: I’ve felt quite jaded by tech marketing lately.

Companies are incentivized by ridiculous growth expectations hoisted upon them by VCs to skew as direct-response as possible in their marketing. There is suffocating pressure to drive demos NOW. Drive pipeline NOW.

This chokes the risk and creativity from all the campaigns that could be.

It makes me sad, and the content worse.

Compound this with the mass psychosis that has founders trying to replace their entire creative teams with Claude, and you end up with the bleak, uninspiring ‘sea of sameness’ that is the LinkedIn timeline on a Tuesday morning.

Or the TSA line at JFK. Seriously, I saw this last week—Claudeslop serif font and all.

I digress. Back to Kumar we go. I have no idea what ‘business impact’ the campaign drove for Ramp. I also understand Ramp, being a $XXB company, has the luxury to do brand marketing in a way that a Seed-stage startup sprinting for a Series A doesn’t.

I don’t even want to think about how much this cost to produce.

I do hope, though, that this campaign from a company in a ‘boring’ category serves as a reminder that your content doesn’t have to be.

It can’t, if you want any chance of earning distribution in the current world.

TOMMY’S BOOKSHELF 📚

Current read: The Curse of the Mistwraith by Janny Wurts. I’m going to be reading this series for quite some time. There are 11 books, all ~800+ pages long. The good news: the books slap. I am 400 pages into Book 1 and loving it. If you're a fan of epic fantasy, I’d highly recommend.

Evergreen reminder: if you haven’t yet, do yourself a favor and read Red Rising. This is the gateway drug to fiction reading as an adult.

If you want more book content, I’ve built a little audience on Instagram where I post about fiction and writing.

BEFORE YOU GO…

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