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Case Study · GTM Data Operations

FullFunnel automated the research. Standard Bots’ reps do the selling.

FullFunnel took over Standard Bots’ manual demand gen and data operations work and automated it with Clay. New accounts are now researched, scored, assigned, and synced to HubSpot without anyone doing it by hand.
Client profile
Standard Bots
HeadquartersGlen Cove, New York
ProductsSix-axis AI-native robot arms
Sells toUS manufacturers
ServiceGTM data operations
StackClay, HubSpot, ZoomInfo
EngagementTBD
Results
Clay account engine · HubSpot sync
6

Workflows automated

Replacing repetitive research and routing tasks

3

Fit tiers on every account

Hot, Warm, and Cold, scored in Clay

100 mi

Local market sourcing radius

Scored manufacturers around any city

1-click

Push into HubSpot

One checkbox sends a company to full enrichment

The Challenge

Every new lead started with manual research

Standard Bots designs and assembles AI-native industrial robot arms in Glen Cove, New York. Its robots learn tasks by demonstration instead of code, so manufacturers can automate machine tending, palletizing, and welding without a dedicated robotics team. In June 2026 it raised a $200 million Series C at a $1 billion valuation.

Its best-fit buyers are machine shops, fabricators, and manufacturers that are numerous, often small, and thinly covered in standard contact databases. Judging fit meant reading a shop’s website, job posts, and growth news, one account at a time. Form fills, trade show lists, and rep research had no shared path into HubSpot, so the work that came before every sales conversation fell on people.

What FullFunnel Did

One engine, with everything connected to it

FullFunnel started with a signal discovery session and Standard Bots’ closed-won machine tending and welding deals. From that, FullFunnel translated Standard Bots’ definition of a good account into a company-level engine in Clay that finds the evidence automatically.

Every workflow FullFunnel added afterward reuses that engine. A new lead source gets the same research, scoring, and CRM sync on day one, without rebuilding anything.

Sound Familiar?

This is not a Standard Bots-specific problem

Teams selling to small, fragmented markets run into the same signs:
01 Best-fit buyers are thinly covered in standard contact databases.
02 Reps judge fit by reading websites, job posts, and news, one account at a time.
03 Form fills, event lists, and rep research each take a different path into the CRM.
04 Records are sorted and assigned to reps by hand.
What FullFunnel Delivered

Six workflows that replace repetitive tasks

Each workflow runs on the same Clay account engine, so every lead source gets the same research, scoring, and HubSpot sync.
WORKFLOW 01

Account Data Engine

Clay profiles each company’s machine capabilities, production hiring, and growth signals from the last three years, then scores fit and tiers accounts Hot, Warm, or Cold. Scores and a one-page summary land in a Clay Data section in HubSpot.

WORKFLOW 02

Inbound Lead Enrichment

New web form submissions flow from HubSpot into Clay, get the full engine treatment plus a plain-language company overview, and sync back to the record. Only leads created after go-live are processed, so historical records do not burn credits.

WORKFLOW 03

Local Market Sourcing

A Google Maps table finds manufacturers within 100 miles of any city, scores relevance with AI, and caps results per geography. A rep checks one box to send a company through full enrichment and into HubSpot, and the team can swap in a new city on its own.

WORKFLOW 04

List Imports and TAM Builds

A reusable CSV uploader takes any company list, from rep research to trade show leads, finds missing domains, and runs it through the engine. The same pattern powers large NAICS-based account builds.

WORKFLOW 05

Territory Routing

Contacts pushed to HubSpot are matched against Standard Bots’ territory map and assigned to the right rep automatically. New records from list uploads, city searches, and website visits arrive with an owner already in place.

WORKFLOW 06

Website Intent

Clay identifies companies visiting key product and application pages, then applies a four-part gate: target industry, under 250 employees, non-career pages, and two or more sessions. Qualified accounts get decision makers found and routed to HubSpot.

Eight steps from discovery to a self-running system

01 · Signal discovery

Mapped the ICP with the sales team, reviewed closed-won machine tending and welding deals, and defined the signals that separate strong accounts from weak ones.

02 · Engine build

Built the Clay account engine: capability and hiring research, growth signals, fit scoring, Hot, Warm, and Cold tiers, and US-only contact discovery.

03 · CRM integration

Created a Clay Data section in HubSpot, matched against existing records before writing, set ownership rules, and built active lists for each tier.

04 · Inbound and local sourcing

Connected form fills for automatic enrichment, launched Google Maps city search with a one-click push gate, and added ZoomInfo to the contact waterfall.

05 · Team enablement

Templatized the city workflow, wrote a swap playbook, recorded walkthrough videos, and set up a sandbox so the team could experiment safely.

06 · Imports and routing

Built a reusable CSV uploader with domain lookup, then layered in the territory map so every record lands with the right rep.

07 · Market builds

Ran NAICS-based and PE- and VC-backed account lists through the engine, with test batches and credit estimates before every large run.

08 · Website intent

Installed visitor tracking, then added a four-part qualification gate, title targeting, and territory routing before anything reaches HubSpot.
Outcomes

A team that runs the workflows itself

No black box

Every build came with a sandbox copy, a visual map of each enrichment, step-by-step playbooks, and walkthrough videos written for reps who had never opened Clay.

Reps run it on their own

Standard Bots’ sellers and sales engineers now run city searches and list uploads without waiting on anyone.

Research done before the call

The research and routing that used to come before every call is automated. The team now spends that time on outreach.

New sources plug in on day one

Every new lead source reuses the same engine, with research, scoring, and CRM sync from the start.
The manual way With FullFunnel’s build
Qualifying a manufacturer: read the website, job boards, and news for each account Fit score, tier, hiring summary, and company profile on the HubSpot record
Working inbound leads: look up each form fill before the first call Enriched automatically as leads arrive and synced back to HubSpot
Prospecting a new city: build a list from scratch before every trip Enter a city, review scored manufacturers within 100 miles, check a box
Loading an outside list: clean, research, and key in records one by one Upload a CSV and the engine handles enrichment, contacts, and sync
Assigning ownership: sort records by state and assign reps manually Territory map assigns the owner on the way into HubSpot
Following up on site visits: anonymous traffic with no next step Qualified companies and decision makers ready to work in HubSpot

Automate your demand gen and data operations

FullFunnel designs, builds, and manages the data operations that keep B2B sales teams selling.
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