Michael Saruggia

Inbound-led outbound infrastructure to retarget website visitors with outbound. RB2B de-anonymizes 70% of web traffic, Clay filters ICP leads from the noise, and disqualifies those already in the CRM (HubSpot integration included). Good-fit leads are automatically sent to the SDR team for outreach via phone, email, or LinkedIn. This way, SDRs and AEs engage 1:1 with problem-aware and solution-aware leads, people who already know your company and visit highly specific pages because they’re genuinely interested. My highest ROI Use Cases GTME Use Cases for full context: https://docs.google.com/document/d/1uBENdsjgqi6-_sKhxMbPDrUTQ3KDAgL3PljBzBW6-XY/edit?tab=t.0

SDRs should focus on prospecting and managing open conversations, not on list-building, emailing, or evaluating account worth. The top GTM investment is a complete TAM (Total Addressable Market) map, segmented by tiers and assigned per SDR. When an SDR starts their day, they should only cold call and engage in active conversations, aiming to double or triple daily interactions. If SDR/AE wakes up without knowing who to prospect or evaluating who to target, you are wasting their time. If sales people or marketing are targeting companies outside the ICP you're wasting a lot of money. And if the sales team is closing deals that CS can’t fulfill you will generate high churn that will destroy valuation. My Highest ROI GTME Use Cases for full context: https://docs.google.com/document/d/1uBENdsjgqi6-_sKhxMbPDrUTQ3KDAgL3PljBzBW6-XY/edit?tab=t.0

Sometimes you can actually spot when a company is in a buying journey just by tracking the news. We can scrape and analyze Google News to identify high-intent leads and send them directly to the sales team. For example, a client of mine sells POS systems to restaurants. The best moment to reach a prospect is when a new restaurant is opening, because they likely haven’t chosen a POS system yet. And luckily, that data is easy to find in the news. By tracking keywords like “new restaurant opening” + city, we can find 100+ new openings every day. We send all this data to Clay, which analyzes the article, extracts the company name and domain, finds the owners, and enriches the data automatically. That way, the sales team gets a fresh stream of high-intent leads before the competition even knows they exist. My Highest ROI GTME Use Cases for full context: https://docs.google.com/document/d/1uBENdsjgqi6-_sKhxMbPDrUTQ3KDAgL3PljBzBW6-XY/edit?tab=t.0

We can identify decision-makers at scale who are actively engaging with social content about specific solutions or business topics. This involves tracking 10-20 LinkedIn creators in the space, monitoring employees / salespeople who post content, and scraping engagement from the company page using Trigify or similar tools. With this setup, we can automate a list of 1,000-2,000 people who are actively engaging and educating themselves on a given topic. Using Clay, we can extract these people from the engagement data, filter for ICPs by separating curious followers from decision-makers (e.g., marketing and sales leaders), and create a structured outreach routine for SDRs to engage them with relevant messaging at the right time. My Highest ROI GTME Use Cases for full context: https://docs.google.com/document/d/1uBENdsjgqi6-_sKhxMbPDrUTQ3KDAgL3PljBzBW6-XY/edit?tab=t.0

Problem 1: Companies are losing inbound leads due to high-friction forms. Current issue: 7-10 question forms reduce inbound leads by 3-4x. Solution: Ask only 1 question (the email), automatically push the data to Clay to enrich and determine lead quality. This reduces friction while still capturing necessary information for lead qualification. Problem 2: Current issue: Sales teams waste time chasing low-value leads instead of recognizing high-value opportunities from product sign-ups. Solution: Clay filters good-fit leads from bad ones automatically. Qualified leads are sent directly to SDRs/AEs with full contact information, saving time and improving efficiency. Problem 3: Current issue: Delays in responding to inbound leads result in lost opportunities. Solution: When Clay identifies a good-fit lead an automated email is sent from the sales team with personalized use cases and a calendar link to book a demo. A Slack notification triggers immediate cold calling to engage the lead while interest is high. My Highest ROI GTME Use Cases for full context: https://docs.google.com/document/d/1uBENdsjgqi6-_sKhxMbPDrUTQ3KDAgL3PljBzBW6-XY/edit?tab=t.0

Here are some ways we use Clay to turn the CRM into a strategic asset: Data enrichment: Many CRM leads are broken or missing key data points such as LinkedIn URL, email address, or phone number. This helps salespeople follow up more easily. Marketing automations: For example, if you are running a SaaS that sells to different niches, you can identify the relevant industry at scale and find the two most relevant use cases for each prospect in the CRM. Old and missing data points: Prospects change job titles or companies. If your CRM data hasn't been updated in over a year, more than 20 percent of it could already be a liability. With Clay, you can keep the CRM up to date and refresh the entire client list with new information, from addresses to personal interests scraped from LinkedIn. Job changes: After two to three years, over 50 percent of your contacts may have changed jobs. Your CRM is full of outdated information. With Clay, you can activate job change flows that enrich contacts monthly, track job changes, mark old contacts as "changed job," and create new contacts to maintain long-term data hygiene.