How Hex increased inbound win-rate 50% using Clay

Qualified website visitor signal increase win rate 1.5x

For a company running an 80/20 enterprise and self-serve hybrid motion, this represents the biggest untapped pipeline opportunity. When an enterprise buyer browses Hex's pricing page, they're actively evaluating. The window to engage them with relevant context is measured in minutes, not days.

Hex had little infrastructure to act on that window. Before Clay, the team had evaluated individual website de-anonymization tools but hadn't found one that could integrate with their broader enrichment and workflow needs. Reps had no systematic way to know when a target account was researching Hex, let alone what they were researching.

Bryanna built a workflow in Clay that monitors Hex's highest-intent pages such as pricing, enterprise features, and contact-us, then enriches each ICP visitor automatically. When a target account visits, the workflow fires a notification to a public Slack channel tagging both the assigned account rep and SDR. Each alert includes the account name, session count within a timeframe, key pages visited, an AI-generated summary of what the prospect appears interested in based on the pages they viewed, and direct links to high fit contacts with their LinkedIn profiles.

The public channel was a deliberate design choice. Rather than routing alerts to private DMs, the shared visibility created an energy the team hadn't experienced with other marketing-sourced leads. Reps started responding within minutes. They nicknamed it the "firehose website visits" channel because of the volume and the competitive urgency it generated. 

The results confirmed the approach: since implementing this workflow, Hex has seen a 50% lift in win-rates for accounts first identified through a website visit signal compared to those that weren't.

The speed of response created an unexpected flywheel. In one case, an SDR called a prospect within minutes of seeing a signal. The prospect was so struck by the response time that they asked to speak with Hex's GTM ops team to understand how Hex managed their data well enough to act that fast. The prospect's interest in Hex's product deepened specifically because Hex's own GTM execution demonstrated the kind of data capability they sell. "We're literally getting product interest because we have people moving so quickly on these signals," Bryanna explained.

What started as an operational workflow became a proof point for Hex's product itself: the speed and intelligence of their GTM system became a live demonstration of what mature data management looks like. The website visit workflow proved the value of real-time intelligence, but it also exposed a deeper problem. When reps followed up on alerts, they sometimes found that the contacts in Salesforce were outdated or incomplete, revealing gaps in Hex's underlying account data.

Selling a data platform requires understanding how prospects actually use data. Basic firmographics like company size, industry, location don't reveal whether an organization has mature data infrastructure or technical capacity to adopt advanced analytics tools.

Hex needed enrichment that answered strategic questions beyond what a large GTM data incumbent could provide: Does this company have a dedicated data organization led by a CDO? Are they building meaningful AI capabilities? What’s their technology stack? Who are all the decision-makers we need to reach for multi-threaded outreach? 

Dorothy Huynh, Hex’s first GTM Engineer, designed a comprehensive enrichment framework that processes accounts across multiple dimensions. The workflow pulls standard company identity and firmographics, then layers on custom data points sourced using AI agents.

For buying group identification, the workflow sources the CTO, CDO, and head of analytics automatically. Data organization maturity gets calculated by analyzing specific team counts and roles. An AI-forward maturity model distinguishes genuinely AI-native companies from those that simply reference AI in their marketing, shaping how reps position Hex's capabilities.

The framework processes 50,000+ contacts through waterfall workflows, replacing their legacy enrichment provider profiles with a multi-dimensional assessment that gives sales and marketing teams the context to personalize every interaction from first touch.

Hex saw Clay fill 88% of the data gap left by their previous enrichment provider, and a 7% improvement in total account coverage.

Reps now open calls already knowing whether a prospect has the data maturity to adopt Hex's platform, which decision-makers to involve, and which technical capabilities to emphasize. The shift from demographic data to strategic intelligence fundamentally changed how Hex qualifies and approaches accounts.

"We chose Clay so that we could be more flexible and do more with our data. We want to make sure we're using the best data to equip our reps."
– Bryanna Clancy, Marketing Strategy & GTM Engineering Leader

With real-time alerts and strategic enrichment operational, Hex expanded beyond reactive engagement to proactive account prioritization. The team needed to track buying signals across multiple channels: 

• Social engagement with Hex content and leadership posts
• Data leaders getting hired at target accounts
• Fundraising announcements indicating growth momentum
• Companies with Hex alumni

But tracking these signals across separate tools and Slack channels overwhelmed sales reps rather than helping them prioritize effectively.

Dorothy built workflows in Clay that track social signals, fundraising events, and leadership transitions, replacing a standalone job change tracking tool. Rather than sending these signals directly to sales through separate channels, the system pipes all signal data into a Hex-native application built on their data warehouse.

This centralized view combines Clay signals with campaign engagement data and scores accounts based on propensity to buy. The approach reflects Hex's philosophy as a data analytics company: centralize everything in the warehouse, then build intelligence on top.

Sales reps now work from a single prioritization dashboard rather than juggling multiple signal streams. Marketing uses the same signals to design ABM plays tailored to where accounts sit in the awareness journey.

"We're looking at industry, company, and persona signals," Dorothy explained. "We combine those to create ABM scoring to decide which plays we're going to run, and monitor where they live within the awareness journey."

The system creates what Dorothy calls "scalable actions"—not full automation, but getting reps and marketers 90% of the way to personalized engagement at scale. Instead of choosing between manual personalization and generic outreach, Hex built a middle path that maintains quality while increasing velocity.