Recharge used Clay to automate growth plays, driving opportunity conversion by 20% and meeting conversion by 12%

Problem: Fragmented GTM data from the self-serve business slowed down Growth Operations

Recharge realized they were sitting on a decade’s worth of product and CRM data, but had no way to use it to drive campaigns.

"We have 10 years of data sitting in our product," recalls Evan Rosenstein, Head of Growth at Recharge. "Without ways to act on our customer data, we relied on hand-raisers to click on in-product CTAs or convert from landing pages."

Recharge’s challenge wasn’t finding the right data, but turning it into scalable GTM plays.

Data trapped in silos

Recharge had data across multiple systems and lacked a way to orchestrate it for proactive, timely outreach. Each system held valuable context on the customer, but these systems couldn't talk to each other.

Data warehouse (Snowflake)

• Forge: Transaction data (GMV, subscriber counts, revenue thresholds)
• FullStory: Behavioral analytics (page visits, feature adoption, churn signals)
• Product usage data: Customer engagement patterns and platform utilization

Sales tools

• Salesforce: Account records, deal history, customer information
• Outreach: Sales engagement sequences

Third-party data providers

• Store Leads: E-commerce specific enrichment data
• Various enrichment providers: Contact information, firmographics, technographics

The cost of fragmented data

Without a way to connect these GTM data systems, Recharge's growth team faced constant friction in executing campaigns. This led to a few critical bottlenecks:

1. There was no systematic way to act on behavioral signals.
   ‍Recharge knew there were growth opportunities in their self-serve business, but had no scalable way to reach them. They had to rely on customers taking the initiative and could not proactively offer solutions.
   
   For example, customers visiting their "retain page" (churn prevention tools) 5+ times were clearly struggling with retention, but the only conversion path was hoping they'd respond to in-product CTAs or landing pages. ‍
2. Campaign creation was painfully slow, taking months to launch.
   Each campaign required data science teams to pull specific customer segments, marketing ops to build sequences, and manual coordination between tools. It took months to create a campaign, making it impossible to iterate quickly or respond to market opportunities.‍
3. Overwhelmed teams led to cold leads.
   Events generated hundreds of attendee lists, but BDRs had no way to prioritize who to contact first. Without the capacity to properly qualify all prospects, valuable event leads would go to waste

Recharge had all the ingredients for a sophisticated, data-driven GTM engine, but lacked the tools and infrastructure to turn its data into campaigns.

Solution: Clay unified GTM data and unlocked rapid experimentation

Clay brought together Recharge’s fragmented data sources, enabling precise audiences built on product usage, transactions, CRM, and third-party enrichment. Those audiences then flowed into personalized Outreach sequences. “By combining signals from our entire system—usage, CRM, firmographics—Clay makes it easy to build smarter lists and personalize messaging at scale,” said Jane Yu, Growth Operations Lead.

Recharge used Clay to speed up campaign execution end-to-end, from building audiences to launch personalized outreach:

1. Unified audience building. Clay connected Recharge's siloed systems by pulling performance behavioral signals from Snowflake and cross-referencing them with Salesforce CRM data and third-party enrichment. This allowed them to use any data point as filter criteria, enabling complex segmentation like customers who visit churn pages 5+ times, and hit $50K+ GMV, and show declining feature adoption.
2. AI-generated relevant, personal messaging. Clay’s AI agents highlighted the tangible value of the product by showing prospects exactly how much revenue they could retain or unlock using formulas built on their own product data. "Since you’ve been exploring our churn prevention tools, I thought you might be interested to know that customers save an average of Y%. For your business, that would translate into about $X in monthly revenue retained." 
3. Automated campaign execution. Targeted audiences and contextual messages flowed directly into Outreach sequences. Using Chili Piper calendar links in the sequences, prospects could book meetings instantly, appearing automatically on rep calendars without manual coordination.

Example growth campaigns Clay enables

Clay enabled Recharge to run growth campaigns across the entire customer journey, from acquiring new accounts to expanding revenue and preventing churn:

• Acquisition: ABM campaigns targeting net new accounts that are using competitor platforms and a certain revenue threshold 
• Expansion: Based on hitting $50K+ GMV thresholds, an email is automatically sent on an SDR’s behalf for an upgrade proposal
• Churn: Flag at-risk customers if they meet certain GMV and subscriber criteria while showing declining engagement signals