"Clay is helping us nail the fundamentals: who to target, how to identify them, and how to automate the administrative parts of getting that data into a salesperson's hands," Alexander DeMoulin, Director of GTM Ops at Intercom.
Intercom is a leading AI customer service company that delivers Fin, the best performing AI Agent for customer service and a next-generation helpdesk for human support.
Customer messaging and support
San Francisco
When Intercom launched Fin, its AI Agent for customer service, they needed to find high-volume customers who'd be the best fit. But they hit three major roadblocks:
Standard enrichment tools weren't precise enough. Firmographic data from other tools couldn't identify signals for ideal Fin customers: products with high-volume support inquiries, free-trial options, and recent job postings for customer service roles.
Manual sourcing took days. Building account lists meant cleaning CSVs, doing imports, and mapping data.
Sales reps didn’t trust enrichment data. Intercom's enrichment was scattered across multiple tools pushing directly to Salesforce. Sales reps couldn't see how accounts were qualified, so they didn't trust the data when their quotas were on the line.
With Clay in place, Intercom finally had a single, transparent system for combining dozens of signals into one clear definition of who Fin was built for — and the team could move fast on it. Best of all, it was auditable and transparent, winning trust back with the sales team.
"Clay is helping us nail the fundamentals: who to target, how to identify them, and how to automate the administrative parts of getting that data into a salesperson's hands," said Alexander DeMoulin, Director of GTM Ops at Intercom.
Intercom enriched thousands of CRM records using Clay’s marketplace of 150+ data providers, pulling in firmographic data, headcount trends, job postings, technographic markers, and recent news.
That meant the RevOps team could analyze what their highest-value customers had in common. They tested niche attributes—from support team size to specific hiring patterns—to see which ones consistently correlated with strong Fin adoption.
“Clay helps us identify companies that are the best fit for Fin. We now know exactly which signals — including niche ones — predict that an account matches our ideal profile,” said DeMoulin.
Clay automated what had previously taken hours of manual sourcing. Intercom now runs continuous enrichment flows that update account lists with signals that predict Fin’s success, including:
- Firmographic data: Employee count, headcount growth, industry markers
- Intent signals: Job postings, hiring trends, job changes, fundraising
- Contact data: Support team size, relevant job titles
- Technographic data: Tech stack identification, cloud data warehouse usage
- Website attributes: Login buttons, trial options, high-volume indicators
In one month alone, Intercom’s team…
- Sourced 4,000+ accounts
- Enriched 21,000 contacts
“Our enrichment flows run continuously, so our data is always up-to-date and relevant,” said DeMoulin.
How Intercom’s work with Clay built trust with sales
Before Clay, Intercom’s sales reps often distrusted enrichment data coming from disparate tools. Reps would double-check everything, slowing outreach and reducing adoption of outbound lists.
With Clay, RevOps and sales managers could now sit together, adjust filters live, and regenerate new lists in minutes — and sales reps could see exactly why an account qualified, down to the raw signals.
“We can spin up lists in five minutes to pilot with sales reps and iterate fast,” DeMoulin said. “If an experiment doesn’t work, we can change our targeting criteria live and immediately apply new filters.”
Because every filter, enrichment step, and qualification rule was visible and interpretable, sales no longer had to treat RevOps’ data as a black box.
"Clay is like a 'glass box' — it's interpretable and auditable,” DeMoulin said. “Sales reps know exactly why an account is marked as high quality, which builds trust and enables quicker action.”
The bottom line
At the end of the day, all of this work was about helping Intercom find the right customers for Fin. Before Clay, that meant slow research, scattered data, and sales reps who didn’t trust the lists they were given.
With Clay, the team could finally analyze and constantly track companies that were a good fit for the product — and get those names into the hands of sales in minutes, not hours.
Because the data was clear and traceable, reps didn’t have to second-guess it. They could just start talking to people who were genuinely likely to benefit from Fin.
“Clay helped us figure out how to support our reps so they can do the part of the job that matters most,” DeMoulin said. “It’s helped us get Fin in front of the right people by freeing reps from the admin work and letting them focus on real conversations.”
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