How Verkada used Clay to expand across 28 European countries in less than 2 years

Enrich accounts using 150+ regional data sources gets 62% better enrichment rate than large incumbent vendor

Cody needed speed and accuracy. Choosing Clay gave Verkada the ability to test regional vendors quickly, identify what worked, and adapt strategy to local nuances without the overhead of managing multiple vendor relationships or waiting on engineering for each integration. 

Cody built waterfall enrichment workflows in Clay that tap into 150+ data sources without engineering involvement or per-vendor licensing costs. Instead of being locked into a single provider with gaps in European coverage, Verkada queries region-specific sources and validates results across multiple providers, all from within Clay.

Comparing validation results revealed that their US-approved email validator was marking European addresses as false-positives. "We compared four validators and saw a 10-20% discrepancy," Cody explained. “Our previous flow relied on a single vendor and 15% of the ‘validated’ emails still resulted in bounced emails.”

Verkada built a validation waterfall that layers multiple regional validators to catch bad data before it damaged domain reputation or tarnished campaigns.

The multi-source approach eliminated 10% email waste that was previously invisible. By consolidating vendor relationships through Clay's 150+ data source ecosystem, Verkada saw their data coverage increase from 50% to over 80%, even within niche geographies.

"Clay speeds up your ramp period in a new country and reduces the overall SaaS bloat you get when you have single-point solutions for each region."
– Cody Leovic, Senior Growth Manager, EMEA

"If you already have preferred data vendors, you just connect their API keys into Clay and they can be used alongside other data sources without consuming Clay credits," Cody noted.

As Verkada expands across EMEA, they can test and integrate new data sources by market without waiting on centralized teams to negotiate contracts and build integrations for each regional workflow. But accurate contact data was only part of the equation. Verkada still needed to identify which accounts to target and when to engage them, a challenge made harder when GDPR eliminated the intent signals that worked in the US.

First-party signal mining drives 100% lift in reply rate for warm lead reengagement

GDPR regulations led to Verkada only able to cookie only about 20% of their European web visitors. This makes relying on third-party intent signals for GTM plays highly ineffective. But Verkada had a decade of first-party data sitting in their systems unused. Before AI, mining it for GTM signals was too expensive and difficult to be worth the lift. 

Verkada integrated with their first-party data sources, including past email correspondence, Gong transcripts, product usage signals, competitor intelligence from lost deals. Then using Clay's AI capabilities, they analyzed and categorized incoming buying signals automatically and route them to relevant campaigns. For example, "not interested now, reach out later" gets flagged for future nurture campaigns. "No longer at company" messages get parsed for referral contacts. When a Chinese competitor got banned in certain markets, Clay identified every past deal lost to that vendor, creating an instant re-engagement list.

The system also analyzes Gong transcripts for buying signals and product usage data for expansion opportunities. "Clay is a great tool for leveraging the contextual information of past relationships," Cody explained.

Clay enabled Verkada’s EMEA GTM team to coordinate campaigns and segmentations based on first-party intelligence at scale. Instead of generic outreach, they could target accounts showing specific intent signals from multiple channels. 

Since implementing Clay, Verkada has seen their outbound reply rate double since using this workflow in Clay.

Critically, this enriched intelligence flows directly back into Salesforce. Unlike massive CRM refresh projects that are expensive, risky, and obsolete within months, Verkada enriches incrementally with every campaign. "You don't need to spend a million dollars updating your whole CRM. We're doing it on a campaign by campaign basis," Cody noted. This virtuous loop means Verkada's targeting data compounds over time rather than degrading.

For Europe specifically, where third-party intent tools are structurally broken by privacy laws, Clay made it economically viable to mine first-party data that was previously too expensive to touch. With enriched data and first-party signals in place, Verkada could finally execute one of their highest-leverage plays: engaging with contacts who are already familiar with Verkada, in a timely and relevant fashion.

Instant enrichment replaces manual research and 2x direct mail efficiency

One of Verkada’s highest-performing marketing plays is a direct mail campaign, sending personalized gifts ranging from custom LEGO kits to books selected based on prospect interests. Sending to the wrong office location or a departed employee is immediate waste.

Previously, getting accurate addresses required manual research. Export contact lists, research office locations one by one, validate against LinkedIn profiles, wait for results. For multi-site customers like retail chains or manufacturers, standard enrichment defaulted to corporate HQ addresses, not the specific office where decision-makers worked.

Gifts landed at the wrong location. Follow-up emails never reached recipients. Direct mail budgets burned on misdirected packages.

To solve this, Cody built Clay workflows that take LinkedIn URLs directly from LinkedIn Sales Navigator and run Google Business lookups to find address data automatically. For multi-site accounts, the workflow cross-references individual LinkedIn location data with company office addresses to identify the most likely facility where each contact works.

"We're getting address data with 95% accuracy," Cody explained. The entire process runs instantly. What required manual research per contact now happens automatically at scale. That improvement in data quality and coverage directly impacted the pipeline generated, doubling the pipeline-to-cost ratio of their high-ROI marketing activities and saving over £80,000 per year.

The workflow also handles Euro-specific compliance constraints. Laws in Europe mean that common corporate gifts in the US, like electronics, gift cards, or alcohol, trigger policy violations. "Europe has very strict corporate policies," Cody noted.

Accurate addresses ensure these carefully selected, compliance-appropriate gifts reach the right people at the right offices, paired with personalized outreach.