Automate inbound lead outreach
Form fill to first touch — enrich, score, and sequence without a human in the loop.
The catalog
Playbooks
How GTM Engineers work — systems already shipped, always linked to the source. Not templates. Documented plays with a person and a stack.
Inbound Outbound Automate outbound sales end to end
ICP to sequencer in one pipeline: waterfall, AI openers, warmed domains. No spreadsheet.
Infrastructure The four layers of GTM infrastructure
Data, orchestration, execution, agents — compounding systems, not one-off campaigns.
- Clay
- ClickHouse
- Salesforce
Claymation Creative Clay workflows
Prompt patterns, HTTP APIs, and the weird-but-working plays GTMes actually steal.
Function How Clay built the GTM Engineering function
How Clay named the role — and ran it like a product team.
Scale Enrich a 60-million-contact CRM
Functions, credit ROI, and what survives at tens of millions of HubSpot records.
Deliverability Email deliverability for GTM Engineers
Secondary domains, 14-day warmup, rotation math. Copy is irrelevant if it never hits the inbox.
LinkedIn Orchestrate LinkedIn with n8n
Webhooks, Slack approvals, and HeyReach campaigns — n8n as the glue, not another sequencer.
Orchestration n8n agentic workflows for GTM
Not autonomous agents. Four n8n workflows with a human in the loop — LinkedIn, trials, replies, decks.
Data Apollo-first enrichment waterfall
Stage 1 Apollo, then Hunter, Dropcontact, Prospeo. 92% valid email on 47k rows. Not four providers in parallel.
Signals Job-change plays that book meetings
Not “congrats on the new role.” Champions who moved, plus job listings at the new company. 17% reply, ~10% meetings.
- Common Room
- Salesforce
- Outreach
Hiring Hire your first GTM Engineer
System builders vs table builders. Whiteboard the waterfall miss, the half-failed webhook, the job-change. Then look at salary.
Apollo Build a €0→€1M Apollo pipeline
90-day Apollo workflow: named searches, Clay score ≥7, 12-touch ladder, 30/mailbox/day. €1.2M pipeline.
Intent Segment TAM before you buy intent
TAM segments first. Clay signals and sequences per group, not one generic intent feed.
Enrollment Auto-enroll job changers
Job change fires, new email lands, sequence enrolls. The SDR never builds the list.
Outbound Push LinkedIn engagers into a tiered queue
Content-led outbound: Jungler pulls LinkedIn engagers, Clay enriches and scores T1/T2/T3 or DQ, HubSpot or Salesforce routes existing pipeline to the AE, then Nooks, Fibbler, HeyReach, and Instantly taper by tier.
Outbound CoStar CSV in, verified Smartlead out
CRE outbound machine: CoStar CSV in Google Drive, Make fires Flask on Railway, 45-day cut and property dedupe, LeadMagic then Icy Peas for the owner, NeverBounce every email, Claude first line, HubSpot plus Smartlead.
- Railway
- LeadMagic
- NeverBounce
Outbound Score LinkedIn heat, then dual-channel the fits
LinkedIn GTM funnel: PhantomBuster and Trigify capture viewers, likers, followers, and competitor engagers. Clay keeps $1M+ ARR, more than five sales employees, recent activity. Fits go to HeyReach and Smartlead.
Signals Treat telecaller hiring as the outbound signal
Telecaller hiring-signal: Sprouts list, LinkedIn and Naukri openings, Clay ICP score, SignalHire dials, Make to Sheets and Slack. Fifteen openings is the trigger. Only 60+ pass. A human makes the call.
Deliverability Sequencer green, Gmail spam: pause and audit
Postmaster and SNDS recovery: pause flagged campaigns, SMTP-validate and drop invalid plus high-risk catch-all, peer warmup at 5–10/day, Microsoft SmartScreen/SNDS delist if needed, resume GWS to Gmail and MS365 to Outlook only.
Signals Treat a profile view like a site visit
LeadShark profile-view webhook: drop anonymous, cooldown the same actor, enrich then Apify, hard CRM write-gate, weak persona stays awareness, Slack only on scored or blocked outcomes.
- LeadShark
- Apify
- HubSpot
Ops Compress the pre-call into three slides
Pre-call machine: ChatGPT value prop on the account, cross-ref yours, Deep Research the pair, compress into a Google Doc, Zapier to Slack and a three-slide POV deck.
- ChatGPT
- Zapier
- Google Docs
LinkedIn Automate remembering, not sending
HITL LinkedIn: reuse a Sprouts list, Clay formula note under 200 characters, AI first message with one question, Sheets as state, Make limit 1, Slack card, human clicks Connect.
Ops Put every lead type on one SalesLoft cadence
One SalesLoft cadence for every lead type. SalesLoft admin plus Salesforce admin join reports in a sheet. Gate on pipeline opened, then inspect activity. Kill cadences that do not open pipeline.
- Salesloft
- Salesforce
- Google Sheets
Outbound Don't debate copy until FullEnrich finds them
Stop before the copy meeting. Build the quarter's list in FullEnrich Search, including one hard-persona break-test. Hand off only after the list is accurate, fast, and CEO-confirmed.
Ops Count reachability before you PIP anyone
When pipeline is down, do not start with the red-row rep. Count verified mobile and deliverable email on the top 100/200, re-enrich gaps through FullEnrich, then decide.
Outbound Turn a Luma guest list into booked meetings
Luma attendees into Databar, enrich through LeadMagic / Findymail / Prospeo / ContactOut, score proximity on The Swarm, then split: email to Amplemarket, LinkedIn-only to Aimfox, book on HubSpot.
- Luma
- Databar
- The Swarm
Signals Route intent by strength, pause the Dream 1,000
Intent from Vector, Fibbler, RB2B, and Trigify into Clay. Lookalikes from converting accounts. Findymail verify. Branch by signal strength. Pause automation on the Dream 1,000.
Sourcing Score Exa matches, then a human ships lemlist
Job req as a Clay query, cap Exa people results, write matches, score vs must-have and good-to-have, human review (Audible is Amazon), then lemlist LinkedIn plus the rest of the channels.
RevOps Batch HubSpot through n8n so Clay does not 429
n8n Schedule Trigger, HubSpot Get Many Contacts, Loop Over Items 5–20, Wait 5–10s, HTTP to a Clay webhook. Enrich. Push fields back to HubSpot. Skip Clay Pro native HubSpot.
Outbound Blocklist before you enrich
Clay table. Blocklist first. Ocean.io domains, Apollo webhook contacts, Sales Nav DMs, Instant Data Scraper. Prospeo → LeadMagic → FullEnrich emails. FullEnrich phones. Verify they still work there. Filter. Export Instantly/Smartlead/Lemlist only after dedupe and seniority sort.
Signals Only send in a buying window. Pause losers in 7 days
Live Clay + Clearbit + Crunchbase flows (funding in 90 days, key GTM hires, tech-stack install or churn). Pain→proof→outcome copy. Smartlead SmartServers, warmed domains, auto-rotation. n8n + HubSpot track open/click/reply. Pause an underperforming template within 7 days.
Outbound Skip Apollo. Scrape SliceLife and ToastTab
Scrape SliceLife and ToastTab into Clay. Prospeo enrich. Reverse-prompt the actual decision-maker. First-touch outbound. Skip Apollo and LinkedIn for this vertical.
- Clay
- Prospeo
Outbound Cap at 500. Stagger 100 week one
Sales Nav or Crunchbase companies into Clay. Waterfall enrich. Cap at 500–1,000. Claygent personalization. Smartlead 4-step at 15–20/inbox/day. n8n routes interested replies and kills hard bounces. Stagger 100 contacts week one. Seed-test Gmail/Outlook/Yahoo first.
Outbound No reason? Delete it from Salesforce
Clay pre-qualifies ~200 accounts. Claude Code pulls each Salesforce contact, researches, and only drafts if there is a specific reason. Human reviews. Send via Outreach and LinkedIn. No reason → delete the account. Wrong persona → remove the contact.
- Clay
- Claude
- Salesforce
Outbound Hiring filter first. Bounce under 3% before you scale
Clay table. Query target domains on active hiring filters. Waterfall Apollo → Lusha → Hunter. Clean direct dials and verify work emails before queue. Do not blast an Apollo list. Keep bounce under 3% before scaling.
Outbound Live intent first. No send until research finishes
Bi-weekly trigger. Google an intent keyword. Scrape those URLs. Apollo enrich + LinkedIn. Dedupe. Perplexity researches. Two AI agents write a 4-step. CSV out, Slack ping, import to Apollo. No send until dedupe and research finish.
Outbound CEO approves first. Then show up at the venue
ServiceNow Knowledge attendee/speaker list, VP/Director only. Tier 1: CEO reviews and sends LinkedIn plus email. Tier 2: same-day AE LinkedIn. Tier 3: on-site iMessage. No send until the CEO approves. Do not spray volume after cold email fails — change context with event presence.
Signals One Clay hub. Champion switches first
Six 24/7 monitors (champion switches, job postings, website visitors, LinkedIn engagers, role switchers, new followers) land in one Clay hub. Score ICP fit × trigger value. AI writes context per trigger. Auto-launch into lemlist with a separate sequence per trigger type. No send without a score and trigger-specific copy.
Outbound Slack validates before Lemlist sends
Fathom + Drive pull client context. Claude Skills run market + ICP analysis. Clay targets and enriches. Claude drafts. Slack human validation. Push to Lemlist to produce and send. Then deliverability optimize. One sealed Claude environment per client so data never mixes.
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