Clay (Free): to find ICP-fit prospects, enrich them with emails, and capture custom signals from their website, job openings, and recent hires
Before we begin
We love individual buying signals: recent hires, job openings, news mentions, fundraising announcements, tech stack, and more. But so do all your competitors, and so does every GTM tool on the market. Today, individual signals won’t help you reach GTM Alpha.
But what will give you an edge is stacking multiple signals—like an active blog plus new GTM hires plus open roles in your problem area—and curating custom signals relevant to your business.
Good news: This Claybook shows you how to create custom website signals and combine them with hiring and job opening signals so you can spot companies that aren’t just a good fit, but are showing signs of change, growth, or intent.
How it works:
- Import website leads to Clay using a webhook (or manually import with CSV)
- Score and qualify leads based on specific ICP criteria
- Use Claygent to find custom website signals
- Use Clay to find recent hires and current job openings
- Use a Clay formulas to easily spot when a qualified prospects matches all signals
- Schedule table updates weekly
Steps
Copy this template
First, copy this template in Clay.
If you’re already a user, you’ll be directed to your workspace. If not, you’ll be prompted to create a free Clay account.
The interactive demos on the right will walk you through each step of this Claybook.
Step 2:
Import website leads
You can import website leads from any source (CRM, webhook, CSV), but this table uses a webhook to import them directly from the website form. To create your own webhook, copy the webhook URL from the first column and paste it back in your source.
Once the webhook is established, the form leads will get added automatically and Clay will run the rest of the table, enriching contacts and their companies, validating their emails, qualifying them based on specified criteria, checking for blog posts and new hires, and more.
Learn more about importing data via webhooks: The power of webhooks in Clay.
Step 3:
Customize lead scoring
Next, the table uses a custom formula to score leads based on their job title, location, and company headcount. Adjust this formula to fit your qualifying criteria, or remove this column altogether.
Learn more about leads scoring: Mastering lead scoring in Clay.
Step 4:
Use Claygent to find custom website signals
This table uses Claygent, Clay’s AI research agent, to identify if our qualified prospects’ company websites have active blogs. You can keep this prompt untouched, or you can modify it to find different website signals, like if the company is PLG, if they have pricing tiers, if they have a sales demo, and literally anything you can imagine.
Step 5:
Find recent hires and current job openings
Next, find out whether or not the qualified lead works at a company with current job openings or recently hired roles relevant to your industry and product.
First, customize the Find Contacts enrichment to pull in contacts from your lead’s company who were recently hired in departments that you sell to. For example, we’re looking for GTM, GTM engineering, and go-to-market job titles within the last three months so we can find companies with newly hired GTM teams.
Next, customize the “Find Active Job Openings” column with your job criteria (job title, seniority, location, etc.). Together, you can find current hiring trends related to your problem area.
Step 6:
Update custom signal check box
Since we’re using multiple different signals to create one custom signal (i.e. we’re using recent blog post+ newly hired GTM team + GTM openings as a high-fit, high-need signal), the last column uses a check box and formula to easily show when a prospect meets all the criteria and should be prioritized for outreach. Customize this formula to fit your custom signal.
Last, to ensure you always have up-to-date signals, schedule the table to update every week.
Copy the template
Start stacking custom signals in Clay to find opportunities uniquely relevant to your business.
Simply copy this template, follow the steps above, and let Clay work its magic.
Need help?
If you have any issue, you can ask for help in Slack or schedule time with a Clay expert.
Learn with our resources
Check out Clay University, read our GTM blog, or try out our top templates to transform your growth ideas into outreach in minutes.
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