Enrichment
Clay
Waterfall enrichment, scoring, and AI research in one table. The engine most GTMes build on before a sequencer ever fires.
Websiteclay.comclay.com ↗Playbooks on this stack
All playbooks →Inbound Automate inbound lead outreach
Form fill to first touch — enrich, score, and sequence without a human in the loop.
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.
LinkedIn Orchestrate LinkedIn with n8n
Webhooks, Slack approvals, and HeyReach campaigns — n8n as the glue, not another sequencer.
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 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.
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.
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.
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.
