Menu of Use Cases & Workflows with Clay (by Motion)

Clay’s flexibility means it can be applied to many parts of the revenue funnel. Below is a menu of high-impact use cases and example workflows that companies can deploy with Clay, organized by motion or function. For each area – Outbound, Inbound, Data Enrichment, RevOps, Lifecycle Marketing, and ABM – we describe how Clay can be used and the value it delivers.

1. Outbound Prospecting & Sales Outreach

Clay shines in outbound sales by automating the end-to-end process of finding prospects, enriching data, and executing personalized outreach. Example outbound workflows with Clay include:

• Automated Lead List Building: Instead of purchasing static lead lists, Clay enables dynamic list building based on your criteria. For example, you can instruct Clay to find all companies in [target industry] with [X technology] and [job openings for Y role]. Clay will query multiple databases to assemble this list (using built-in providers for firmographics, technographics, job postings, etc.). Once companies are identified, Clay can then pull in contacts at those companies matching your buyer personas (e.g. all Marketing VPs or IT Directors) (Using Clay to Power ABX and ABM Strategies). This workflow continuously brings fresh prospects into your funnel. The value: your team gets a constant feed of highly-targeted accounts and contacts without manual research, allowing you to pursue new opportunities that competitors might miss.
  
  
• Enrichment & “Waterfall” Data Gathering: As Clay builds or ingests a list of prospects, it enriches each one with as much detail as possible. Using its waterfall enrichment, Clay will sequentially try multiple sources to find emails, phone numbers, titles, LinkedIn URLs, company details, etc., maximizing the fill rate (Doubling down on Clay’s vision for the future of GTM ‒ Meritech Capital) (Using Clay to Power ABX and ABM Strategies). For instance, if Prospect A’s email isn’t in Source 1, Clay will automatically try Sources 2, 3, and so on until found. It might append firmographic info from ZoomInfo, then cross-check social profiles via another API, etc., all in one seamless process. This guarantees that your outbound contact data is complete and verified. The value: reps start outreach with full information (no missing emails or guessing at titles), which improves connect rates and avoids list decay. It also saves enormous time compared to reps manually looking up each field.
  
  
• Hyper-Personalized Email Sequence Creation: Clay can integrate with sales engagement tools to not only push leads into sequences but also to personalize those sequences at scale. One approach is using Clay’s AI copywriting feature on each enriched lead (Using Clay to Power ABX and ABM Strategies). For example, your Clay table might have a column “Latest LinkedIn Post” for each prospect (fetched by the AI agent). You can then use an AI formula to generate a custom intro line like “Loved your recent post on [topic] – it resonated with our team here.” Similarly, Clay can incorporate company-specific facts (like “saw your company just expanded to Europe, congrats!”) into email templates. This workflow essentially mass-produces hand-tailored emails or LinkedIn messages. The value: dramatically higher response rates, since every message feels uniquely written for the recipient (Clay Implementation and Management Services). Sales teams can run large campaigns that still maintain a personal touch, leading to more meetings booked.
  
  
• Trigger-Based Outreach (Sales Triggers): Clay can monitor and react to trigger events that signal a good time to reach out – a critical outbound tactic. For example, you can set up a Clay workflow to watch for news like funding announcements, executive hires, or product launches at your target accounts (via news APIs or feeds). When Clay detects such an event, it can flag that account and even generate a tailored outreach email referencing the news. Another trigger: job changes – Clay can track when a contact in your CRM changes their job or when a new person with a target title joins a company (using LinkedIn data or intent data) (Outbound Sales Automation is the Future: How to 10x your pipeline with AI - The GTM with Clay Blog). This could prompt a reconnect email (“Congrats on the new role…”). FullFunnel specifically highlights using Clay to “re-engage cold leads using market triggers”, showing how you can revive dormant opportunities when conditions change (Clay Implementation and Management Services). The value: outbound becomes more timely and relevant, reaching prospects when they’re likelier to respond (e.g. right after a big milestone or during a period of interest). This improves the efficiency of your outbound touches and can dramatically raise engagement rates.
  
  
• Multi-Channel Outreach Orchestration: Outbound is most effective when it’s multi-channel (email, LinkedIn, phone). Clay can coordinate this by, for example, finding a prospect’s email, LinkedIn profile, and phone number all together during enrichment. It could then push the data to an email sequence and also output a task list for reps to call or send LinkedIn messages. Some teams use Clay alongside tools like Hyperise or video messaging platforms to even automate personalized image or video creation for each prospect (e.g. inserting prospect’s name or company logo into a graphic and attaching to an email). While Clay might not generate the image itself, it can feed the required data to such tools via Zapier/webhooks. The value: a synchronized multi-touch outbound cadence with less manual coordination – ensuring prospects hear from you on multiple channels with consistent personalization, which increases the chances of breaking through the noise.
  
  

Why it matters: Outbound sales powered by Clay can achieve far greater scale and quality simultaneously. SDR teams can reach more prospects per week, with messages tailored to each prospect’s reality, leading to a pipeline lift. One customer summed it up: Clay enabled them to build an “experimentation-driven GTM motion” that rapidly iterates and scales what works, resulting in “breakthrough outbound email performance” (Clay | Go to market with unique data—and the ability to act on it). In short, Clay makes outbound programs both highly efficient and highly effective.

2. Inbound Lead Enrichment & Qualification

For inbound leads, speed and context are everything – contacting a lead quickly, with a message that fits their needs, greatly increases the chance of conversion. Clay provides the automation to achieve this through inbound workflows such as:

• Real-Time Lead Enrichment from Web Forms: The moment an inbound lead submits a form (e.g. “Request a Demo” on your site), Clay can catch that submission and instantly enrich it. Using a simple integration or webhook, Clay receives the lead’s info (often just name, email, maybe company) and then appends a rich profile: company HQ, industry, size, role/title, LinkedIn, etc. (Enrich, score, and message inbound leads automatically | Clay.com). Clay can even convert personal emails to business domains or correct casing/spelling errors in names (Enrich, score, and message inbound leads automatically | Clay.com), ensuring data accuracy. This enriched lead is then pushed into the CRM with all details populated. The value: your sales reps see a full lead profile immediately rather than a blank or sketchy record. They know at a glance if this is a high-value prospect and can tailor their approach accordingly.
  
  
• Automated Lead Scoring & Prioritization: Not all inbound leads are equal – Clay helps separate the signal from the noise automatically. Once a lead is enriched, Clay can apply your scoring model (or help create one). For example, you might score higher if the lead’s company matches your target industry and has >500 employees, or if the person’s title contains “Director” or “VP”. With Clay, you can use any enriched datapoint in scoring – even things like “has this company raised funding in last 6 months” or “what technologies do they use” (Enrich, score, and message inbound leads automatically | Clay.com). Clay can also incorporate intent signals (did the lead visit the pricing page? download multiple assets? etc.) if fed from your marketing automation. The output is a score or priority tag on each lead. High-scoring leads can be flagged for immediate follow-up, while low-scoring ones might go to nurture campaigns. The value: your SDRs are focused on the inbound leads most likely to convert (best fit and engaged), improving their efficiency and conversion rates. Clay essentially automates the triage process that a rep or marketer might otherwise do by manually researching the lead.
  
  
• Instant Personalized Responses (Lead Engagement): A powerful use case is to have Clay trigger an immediate outreach to the inbound lead – this could be an email, a LinkedIn message, or even a physical mail – with content tailored to that lead’s info. For instance, for a demo request, Clay could draft an email from the assigned rep that says: “Hi [Name], thanks for requesting a demo! I noticed you’re a [Title] at [Company]. We’ve worked with similar [Industry] firms (even saw you’re using [Tech Stack Item] – we integrate with that!). Looking forward to showing you how we can help [solve X challenge].”. This level of personalization is possible because Clay has enriched data (industry, tech, etc.) and can use its AI copywriting to reference those points (Using Clay to Power ABX and ABM Strategies). The email can be sent via your CRM or sales engagement tool automatically. In other cases, if the lead score is high, Clay might notify a rep to call the lead immediately and even provide a “lead briefing” – a compiled summary of key points about the lead’s company and needs (like a mini battlecard). FullFunnel notes that reaching out to inbound leads with messaging that resonates, as quickly as possible, is crucial for pipeline, and Clay enables automating that process (Enrich, score, and message inbound leads automatically | Clay.com). The value: ultra-responsive inbound follow-up that impresses prospects. Leads get a fast reply that feels customized just for them, which increases the likelihood of booking a meeting. Your team effectively engages 24/7, even off-hours, because Clay handles the first touch or two on autopilot.
  
  
• Continuous Inbound Lead Nurturing & Routing: Some inbound leads might not be sales-ready but could be with the right nurturing. Clay can help here as well. One workflow might be: for lower-score leads, automatically enrich and then add them to a nurture email sequence tailored to their profile (e.g. different tracks for different industries or roles). The personalization tokens for those emails can be filled by Clay’s data (so even nurture emails reference the lead’s context). Similarly, Clay could route certain leads to specific reps or teams based on territory or vertical – by looking up, say, the lead’s location or assigning account owners if the company is already in CRM. This ensures inbound leads don’t languish unassigned. The value: every lead is handled appropriately and efficiently without coordinator intervention – hot leads get human attention, cooler leads get automated but relevant nurturing, and nothing gets lost. Sales and marketing alignment improves as Clay serves as the glue connecting form fills to CRM, to messaging, seamlessly.

By leveraging Clay for inbound, companies can dramatically speed up their lead response times (often from days or hours to minutes) and improve lead quality before reps ever make contact. In fact, Clay’s own RevOps team uses Clay to automate inbound outreach at scale, reaching leads faster and with more personalized messaging than ever before (Doubling down on Clay’s vision for the future of GTM ‒ Meritech Capital). The end result is a higher conversion of inbound leads to opportunities, maximizing the ROI of your marketing efforts.

3. Data Enrichment & CRM Hygiene (RevOps)

Data enrichment and cleanup might not be glamorous, but it is the foundation of effective sales and marketing operations. Clay’s capabilities in this area allow RevOps teams to maintain high-quality data and streamline operations. Key use cases include:

• CRM Enrichment & Hygiene Workflows: Clay can be set up as a continuous enrichment engine for CRM, ensuring that every record (lead, contact, account) is kept up-to-date. For example, a workflow could nightly pull all new leads added that day (or those missing key fields) from Salesforce into Clay, enrich them with missing info (email, title, company details, social profiles, etc.), and then push the updated data back into the CRM (Clay for RevOps | Clay.com). Similarly, a periodic job could find records that haven’t been updated in 6 months and refresh them via Clay (checking if the person still works at the company, if the company size has changed, etc.). Because Clay is connected to 80+ databases plus your own subscriptions (Clay for RevOps | Clay.com), it can often find changes (e.g. a new phone number or a new funding round for a company) that would otherwise go unnoticed. The value: your CRM becomes rich and reliable, powering better analytics and outbound results. Also, reps no longer have to manually research or update records – Clay handles that, freeing them to sell.
  
  
• Enrichment Waterfall for Any List: RevOps often need to enrich lists of companies or contacts – whether it’s a marketing list, event attendees, or a list from a webinar sponsor. Clay provides an easy way to feed in any list (via CSV or integration) and get it enriched and deduped quickly. Using the waterfall method, Clay will try multiple providers to fill each field, achieving a higher match rate than any single service (Clay for RevOps | Clay.com). For instance, you might have a list of companies with only names and websites; Clay can append full firmographics, revenue, employee counts, and find key contacts at each. It can also flag which ones are already in your CRM versus net-new. The value: you can turn raw lists into actionable targets in a fraction of the time, and ensure your database is enriched uniformly. No more half-complete entries or tedious manual enrichment in Excel.
  
  
• Data Cleaning & Validation: Clay can act as a cleanup tool by cross-verifying data. For example, if your CRM has a field “Industry” that is free-text (leading to messy variations), Clay can take each company and fetch a standardized industry category from a data provider, then update your CRM with the clean value. It can also validate emails (ping for deliverability) and replace old emails with current ones if people have moved companies, using email lookup providers. FullFunnel’s “Clay Clean-Up Guide” underscores using Clay to remove outdated or inaccurate data so that your outreach targets are always correct (Clay Implementation and Management Services). The value: improved campaign performance (emails don’t bounce, and messaging uses correct data) and time saved for your ops team who otherwise would spend hours cleaning spreadsheets. Clean data also means your analytics (pipeline by industry/segment, etc.) are trustworthy for decision-making.
  
  
• Intent Signal Monitoring in CRM: Another RevOps use case is using Clay to layer intent signals onto CRM records. Clay can watch for external signals (job changes, press releases, patents, etc. – whatever is relevant to your business) for companies in your CRM and tag those companies or contacts when a signal is detected (Using Clay to Power ABX and ABM Strategies). For example, Clay could periodically enrich all open opportunities with any recent news about that account, or note if key contacts have been active on social media. Inbound intent data (like website visits or content downloads tied to an account) can also flow into Clay. By writing those insights back to CRM, your sales team has a more contextual view. The value: reps get alerted about accounts “warming up” or changes happening, enabling proactive outreach or touchpoints. It’s like having a watchtower on your database, always looking out for relevant intel and keeping CRM updated with it.
  
  
• Custom Lead & Account Scoring: RevOps often maintain lead scoring or health scoring models. Clay lets you create very custom scoring models using any data you can pull. For instance, beyond the typical demographic scoring, you might score an account higher if they use a complementary software (which Clay can find via technographic data), or if they have a new CXO (indicating possible initiative changes). Clay can compute these scores and write them back to each record (lead or account) in your CRM (Clay for RevOps | Clay.com) (Clay for RevOps | Clay.com). If your marketing automation or CRM has limited scoring rules, Clay offers flexibility by doing it externally with more data. The value: scoring becomes more predictive of real conversion likelihood since it’s based on richer data, and sales trusts that “A-grade” leads from marketing truly warrant extra attention.

Overall, these enrichment and hygiene use cases turn Clay into a central RevOps engine that cuts out manual work from your data operations (Clay for RevOps | Clay.com). One Clay customer noted that Clay “should be an essential pillar of every company's GTM stack, enabling outbound built on the highest quality data foundation possible.” (Clay | Go to market with unique data—and the ability to act on it) High-quality data is a force multiplier for all your downstream sales and marketing efforts. With FullFunnel’s help, companies can implement these enrichment workflows correctly – ensuring data quality and letting the revenue team operate at peak efficiency.

4. Account-Based Marketing (ABM & ABX)

Clay is a powerful ally for Account-Based Marketing (and the broader Account-Based Experience, ABX, strategy). ABM/ABX is all about focusing on high-value target accounts and personalizing engagement across the buyer’s journey. Clay’s data-rich automation enables this in several ways:

• 360° Account Insights for ABM: In ABM, knowing your target accounts deeply is step one. Clay can enrich account profiles with comprehensive details: firmographics (industry, size), technographics (what software/tools they use), org charts or key contacts, recent news (funding, expansion), and even reviews or social mentions of the company. For instance, you can use Clay to pull in data from review sites or Google Maps for a list of target accounts to see how they’re rated (Clay Implementation and Management Services). By consolidating these multi-source insights into one view, Clay gives marketing and sales a full picture of the account. The value: teams can craft very tailored messaging for each account. For example, knowing a target account just adopted a new technology, your outreach can speak to that context (perhaps how your product integrates with it). Clay ensures no relevant detail is missed when formulating your account-specific approach (Using Clay to Power ABX and ABM Strategies).
  
  
• Buyer Persona Mapping and Segmentation: ABM requires engaging all the key personas in the buying committee, not just one champion. Clay makes it easier to identify and segment these personas. Using enriched contact data, you can filter contacts by role, seniority, department, etc., at each target account (Using Clay to Power ABX and ABM Strategies). For example, Clay can find all C-level and Director-level contacts in IT and Finance at a target account if those are the typical decision makers for your deal. It essentially automates building the map of the buying committee. Once identified, you might tag these contacts by persona (Decision Maker, Influencer, End-user, etc.) in your CRM via Clay’s output. The value: your ABM campaigns can be precisely tailored – e.g. you ensure that your ads or emails reach not just the VP, but also the end-users and the CFO, each with a message relevant to their perspective. Clay’s enrichment gives you confidence that you’re reaching the entire account ecosystem, increasing your influence on the deal.
  
  
• Intent Data Integration & Alerting: Timing is crucial in ABM. Clay can integrate with third-party intent data platforms (like 6sense, Bombora, Demandbase) to pull in intent scores or signals for your target accounts (Using Clay to Power ABX and ABM Strategies). It can also capture first-party intent (e.g. specific webpage visits by account, or content downloads) if fed those events. Using Clay, you can set up rules: e.g. if Account A’s intent score surges on “cloud security” and they visited the pricing page, mark them as High Priority. Clay can then trigger alerts or move that account into a “hot accounts” list for immediate action (Using Clay to Power ABX and ABM Strategies). Additionally, Clay itself has some native intent capabilities – for instance, it can track job changes or new hires at target accounts as potential buying triggers (Outbound Sales Automation is the Future: How to 10x your pipeline with AI - The GTM with Clay Blog). The value: you engage target accounts at the right moment, when interest is peaking. This dramatically improves ABM results because your outreach coincides with the account’s internal research cycle. Sales teams love this because they get a heads-up when an account is warming, rather than blindly following up at random intervals.
  
  
• Personalization at Scale for ABM Campaigns: We discussed personalization in outbound, and it’s even more critical in ABM where each account might get bespoke treatment. Clay’s combination of data and AI allows you to do things like: include a company-specific insight in a direct mail piece, reference a prospect’s recent quote from a press release in your intro email, or dynamically personalize a landing page for account visitors. For example, if an employee of Account X clicks an email and lands on your site, Clay (via integration) could detect that domain, and your page could greet them by company name or show case studies relevant to their industry. While the landing page itself might be handled by your web personalization tool, Clay provides the data and triggers to make it happen (e.g. identifying the visitor’s company via IP or email and supplying the personalization tokens). Clay can also generate custom content – for instance, an AI-written paragraph in a whitepaper tailored to that account’s industry, which you send exclusively to them. The value: each target account feels a white-glove, highly relevant engagement, increasing the likelihood of progressing the deal. As B2B Fusion noted, by combining data points and AI, Clay enables “personalization at scale,” making each touchpoint feel handcrafted for the recipient (Using Clay to Power ABX and ABM Strategies).
  
  
• Example – Anonymous Visitor to Account Play: To illustrate ABM in action with Clay, consider a workflow where an unknown website visitor is revealed and engaged (as touched on earlier):
  
  
  1. Identify – A tool like Reveal (RB2B) or Clearbit flags that someone from Acme Corp (a target account) visited your site.
     
     
  2. Enrich & Research – Via webhook, Clay gets that data instantly (Using Clay to Power ABX and ABM Strategies). Clay enriches Acme Corp: finds company details (size, industry, etc.) and pulls a list of likely buying committee contacts (say, the CIO, a couple of IT Managers, and a VP of Ops) (Using Clay to Power ABX and ABM Strategies). It might also fetch a recent news headline about Acme or note they just posted a relevant job opening.
     
     
  3. Prioritize – Clay sees that Acme visited the pricing page and is in a key industry, so it marks this event as high intent (maybe assigns a score or label) (Using Clay to Power ABX and ABM Strategies).
     
     
  4. Engage – Clay creates tasks or messages: perhaps an alert to the account executive: “Acme Corp (target acct) just visited pricing – 3 contacts identified (CIO, IT Mgr, VP Ops) – prep for outreach.” It could also draft an email from the AE to the CIO: “Hi [Name], noticed some of your team checked out our site – usually that happens when companies are evaluating improving [pain point]. At [Vendor], we’ve helped similar companies in [Acme’s industry]…” including some tailored insight.
     This end-to-end flow is only feasible with a platform like Clay tying it together – it’s ABM gold: catching anonymous interest and turning it into a personalized outreach to multiple stakeholders within a day. The value: you capitalize on buying signals immediately and make a coordinated play to penetrate the account, showing the prospect that your team is on the ball and speaks their language.

In summary, Clay turbocharges ABM/ABX efforts by ensuring you have richer data, better timing, and easier personalization for your target accounts (Using Clay to Power ABX and ABM Strategies). It feeds your ABM programs with up-to-date insights and automates many tedious steps (data gathering, routing, monitoring) so your team can focus on strategy and relationship-building. The outcome is more effective ABM – higher engagement within target accounts and ultimately more deals from those high-value accounts.

5. Lifecycle Marketing & Customer Expansion

Beyond initial sales, Clay can also support customer success, cross-sell/up-sell, and retention marketing – essentially the “later stages” of the revenue lifecycle. Here are ways Clay can be applied post-sale:

• Customer Enrichment & Health Monitoring: Just as Clay enriches prospects, it can continually enrich customer accounts with new data. For instance, if you have a list of customer companies, Clay can monitor news or triggers (funding rounds, CEO changes, expansions) among them. A funding event might indicate an upsell opportunity (they have new budget to expand your solution), whereas an executive change could be a retention risk (your champion left). Clay could flag CSMs when such events happen, even providing a summary of the news so the CSM can quickly act (congratulatory note, scheduling a QBR to discuss new needs, etc.). Clay can also update contact info if your champions change roles. The value: your customer success team stays proactively informed about each account’s situation, enabling timely interventions to upsell or prevent churn.
  
  
• Cross-Sell Campaign Targeting: If you have multiple products or modules, identifying which customers are prime for cross-sell is key. Clay can combine usage data (from your product or CRM) with external data to find signals. For example, Clay could take a list of customers not using Product B, enrich them with relevant firmographics or intent data that suggest a need for Product B, and then generate a target list for a cross-sell campaign. It might find, say, 50 customer accounts that recently hired a bunch of people in a department related to Product B’s use case – a potential sign they need that solution. Those accounts could then receive a personalized outreach about Product B. The value: you can run very focused upsell campaigns instead of generic blasts to all customers, likely increasing cross-sell conversion and revenue per account.
  
  
• Lifecycle Email Personalization: Marketing teams often send lifecycle emails to customers – e.g. a monthly newsletter, product updates, or renewal reminders. Clay can ensure these communications are more personalized. For example, before a big renewal, Clay could gather data on how the customer’s industry is trending or any recent achievements by the company, and then an account manager’s email can reference those (“As you prepare for 2025, I noticed [Customer] was named a top 100 innovator in [Customer’s Industry] – congratulations!”). While this could be done manually for a handful of accounts, Clay allows you to do it at scale for hundreds of customers, each with a custom touch. The value: customers feel seen and valued, not like they’re getting boilerplate messages. This can boost engagement with your customer marketing and build loyalty, which in turn supports retention.
  
  
• Re-Engagement of Dormant Leads or Past Customers: This overlaps with sales, but worth noting: Clay can also help with re-engaging former opportunities or churned customers by monitoring “trigger events” similar to outbound. For example, if a deal was lost 6 months ago but that prospect just raised a big funding round, Clay could signal your sales team to reach back out (maybe their objections from before are now solvable with more budget). Or if a previous champion who said no has moved to a new company, that could re-open a door. Clay’s ability to track these changes (job changes, company news) on a large scale means you can systematically revive leads that would otherwise be forgotten (Clay Implementation and Management Services). The value: you capture second-chance opportunities and fill pipeline with leads that are already familiar with you, often with much higher win rates than cold leads.
  
  
• Data Sync to Customer Data Platforms (CDP): If your marketing team uses a CDP or marketing automation for customer campaigns, Clay can act as a pre-processor. For instance, Clay might enrich a customer list with latest product usage stats (via API) plus external data (like number of job openings at the customer’s company as a growth indicator), then feed that to the CDP. This could dynamically adjust what campaign a customer goes into (growth-stage customers get a different message than stagnant ones). The technical details aside, the idea is Clay can orchestrate data to ensure your customer marketing systems have the full context for each account. The value: more relevant touchpoints throughout the customer lifecycle, which can improve upsell and retention metrics.

While lifecycle use cases are an emerging frontier, they underscore Clay’s broad potential: anywhere that data and intelligent automation can improve revenue processes, Clay can likely play a role. Companies are already starting to use Clay beyond prospecting, such as personalizing experiences for warm leads reviewing sales collateral or customizing content for specific customer personas (Doubling down on Clay’s vision for the future of GTM ‒ Meritech Capital). As Clay continues to expand capabilities, we can expect even more innovative lifecycle marketing workflows. With FullFunnel’s strategic guidance, you can explore these advanced use cases and stay ahead of the curve.

6. RevOps Orchestration & Custom Workflows

Finally, it’s worth noting that many of the above use cases can work in concert as part of a holistic RevOps orchestration. Clay is like a toolkit for your Revenue Operations team to build whatever workflow your strategy needs. Some additional custom workflow ideas that FullFunnel and other Clay experts have implemented:

• Total Addressable Market (TAM) Sourcing: If you need to build a database of your entire potential market, Clay can systematically generate it. E.g., identify all companies in Region X within Industries A, B, C above $50M revenue, then find 5 contacts at each. This can run continuously so new companies are added as they emerge. It ensures your sales team always has fresh targets and you’re not missing pieces of the market.
  
  
• Event/Trade Show Prep Automation: Before an event, use Clay to enrich the attendee list or RSVPs with LinkedIn profile links, notes on each person’s company, etc., and generate a “cheat sheet” for your sales reps. After the event, push all scanned leads through Clay to enrich and categorize follow-up (VIP vs regular lead, etc.) and even send immediate post-event emails while the contact is still warm.
  
  
• Custom Alerts & Dashboards: RevOps can set up Clay to feed a Slack channel or dashboard with live info – for instance, “Accounts with new C-level hires this week” or “Leads that hit score 90+ today.” Clay’s outputs don’t have to live only in CRM; they can be piped to wherever your team works. This keeps everyone agile and informed with minimal manual reporting.
  
  
• GTM Experimentation: Because Clay is so flexible, it’s great for running growth experiments. For example, you might test a hypothesis that companies hiring a new Data Scientist are good fits for your product. Using Clay, you can quickly assemble a list of such companies and contacts, run a tailored campaign, and see the results – all without needing to buy new software or wait for data teams. If it works, you scale it; if not, try the next idea. Clay essentially provides a sandbox to iterate on go-to-market tactics quickly, which is why some call the practitioners “GTM Engineers” combining sales and technical skills (Doubling down on Clay’s vision for the future of GTM ‒ Meritech Capital)..

Each company will have unique needs, but with Clay’s building blocks and a creative partner like FullFunnel, you can construct workflows that give you a competitive edge.