Clay Consulting and Workflows
Clay is one of the most powerful GTM tools on the market. But a tool without a strategy is just a tool. We build Clay workflows with the targeting, enrichment, and messaging logic that turns records into pipeline.
Tool implementation is about 20% of the problem
Most Clay agencies focus on the build. Set up a table, connect some providers, maybe add an AI column. The table runs, data comes out, and they hand it to you.
But knowing which accounts to target, which signals predict buying intent, how to sequence enrichment providers for maximum fill rates, and what to actually say in the outreach? That's the other 80%. And that's where most Clay implementations fall short.
We build Clay workflows inside a complete GTM strategy. The table is one piece. ICP validation, signal-based targeting, enrichment waterfall design, and human-written messaging are the rest.
What we build in Clay
Enrichment waterfalls that chain 10+ providers in the right sequence. Each provider fills what the previous one missed. The result is 70%+ fill rates on key contact and company fields.
Signal detection tables that identify accounts showing buying signals: leadership changes, tech stack shifts, funding events, hiring patterns, competitive displacement. These signals determine who gets outreach and when.
CRM write-back that pushes enriched, validated records directly to Salesforce, HubSpot, or Dynamics 365 through their APIs. No CSV exports. No manual imports. The data lands where your team works.
Messaging personalization using enrichment data to customize outreach at scale without sounding templated. The Clay table generates the context. A human writes the copy.
Real results from Clay workflows
For one client, we built 6 modular Clay pipelines to handle dual-brand outbound for an agency and its SaaS product. The pipelines covered enrichment, signal detection, CRM sync, and personalization for both brands from a single workspace.
For another, we built a Clay-to-Apollo automation that cut account research time from 30-60 minutes per account down to under 5 minutes. That freed up the sales team to focus on $50K-$250K deals instead of data entry.
In a partner enrichment project, the Clay waterfall took a database from 3 validated emails to 474 across 311 companies. The coverage went from 29% to 75% in about two weeks.
Clay Bootcamp graduate
We completed Clay's official Bootcamp and maintain active certifications. But credentials matter less than results. The Bootcamp taught the tool. Our GTM experience is what makes the tool produce pipeline.
Common questions
What makes your Clay work different from other Clay agencies?
Most Clay agencies build tables. We build pipeline. The difference is strategy. Knowing which enrichment providers to chain, which signals actually predict buying intent, and what messaging works for each segment. Clay is the tool. The GTM strategy is the work.
Do you build Clay tables we can run ourselves?
Yes. Everything we build is yours. We document the logic, train your team on the workflows, and hand over the tables. Some clients run them independently after the first project. Others keep us on for optimization and new campaigns.
How many enrichment providers do you use in Clay?
Typically 10+ in a full waterfall. Clay connects to over 75 data providers. We select the right combination for your ICP, geography, and data needs. The waterfall runs in sequence so each provider fills what the previous one missed.
Can you connect Clay to our CRM?
Clay writes to Salesforce, HubSpot, and other CRMs through their APIs. We set up the write-back so enriched records flow straight into your CRM without CSV exports. Your team sees the data where they already work.
We already have Clay. Can you just optimize our existing tables?
Absolutely. We audit what you've built, identify gaps in your waterfall logic, fix enrichment sequencing, and add providers you're missing. Most teams leave 30-40% of Clay's potential on the table with their initial setup.
What's the typical engagement look like?
Most start with a single campaign build: ICP definition, Clay waterfall setup, CRM write-back, and messaging. That takes about 2-3 weeks. From there, some clients add more campaigns, some add ongoing optimization, some take it in-house.
See what Clay can actually do for your pipeline
Free audit. 30 minutes. We'll look at your current setup and show you where Clay workflows could make the biggest impact.