Crumbs

One-to-one outreach, for the whole market. GTM engineering on Clay for software and IT services, from Ghent, Belgium.

Crumbs is a small team of GTM engineers in Ghent, Belgium, and a Clay Solutions Partner. We build and run the systems that find honest reasons for sellers to talk to the right accounts, for software and IT services companies from scale-ups to enterprise teams, across Europe and North America.

Every day, we spot the moments that give your sellers a reason to reach out: a new role, a job post, a new follower. Then we research the account and write the first message, in the buyer's language. Every campaign is checked by us and approved by you before it goes out, and messages go from your sellers' own accounts. We stop writing when someone raises a hand: the reply goes to one owner on your side, with the full context.

We start from a map of your sellable market, built from what your won deals have in common. Then we add evergreen triggers, in the order we usually start them: Role switch, Champion switch, Followers and engagers, Hiring, News (funding, M&A, compliance deadlines), Website visitors and competitor followers. Every name is checked against your CRM each day, so customers and open deals stay out. Once two or three triggers run, market funnels cover the rest of the map: Market taking, Account based, Customer expansion, Re-engagement.

Everything we run is built in Clay. We run it in our own Clay workspace, where the data and AI costs sit with us and you bring your sending tool. Or we build it in your Clay and train your team to run it.

Live within a month, first impact within a quarter, full benefit around six months. Month to month for the first three months, then quarterly. A monthly fee, set by how many triggers and markets we run and how many sellers send.

We made the top 8 at Clay Cup 2026, out of more than 200 builders. 124 million enrichment runs on Clay since May 2023. Campaigns in 20+ countries.

Use cases: https://www.getcrumbs.io/use-cases/?utm_source=clay&utm_medium=directory&utm_campaign=always-on&utm_content=partner-listing

Pick a time: https://calendly.com/ruben-crumbs/20min-intro?utm_source=clay&utm_medium=directory&utm_campaign=always-on&utm_content=partner-listing

Use Cases

TAM-to-SAM Mapping & Qualification

What We Build: Sophisticated qualification engines that transform your Total Addressable Market into a Sellable Addressable Market. We don't just pull company lists - we build multi-layer scoring systems that assess real buying intent, technical fit, and organizational readiness. Our TAM-to-SAM engines combine firmographic filters (company size, industry, geography) with behavioral signals (tech stack adoption, digital maturity indicators, partnership readiness) and organizational structure analysis to identify accounts worth pursuing. We build custom qualification prompts that score prospects on multiple dimensions specific to your ICP. Why It Works: Sales teams waste 60-70% of their time on unqualified prospects. By automating qualification at scale, we ensure your SDRs only work accounts that match your ideal customer profile across multiple dimensions - not just "has 50+ employees in SaaS." The result is higher conversion rates because you're talking to the right companies at the right maturity level.

Trigger-Based Campaign Systems

What We Build: Automated monitoring systems that detect high-intent buying signals and launch personalized campaigns within 24-48 hours. We track role changes, hiring patterns, funding announcements, technology adoptions, partnership announcements, and company expansion signals across LinkedIn, job boards, press releases, and regulatory filings. When triggers fire, our systems automatically enrich the lead with relevant context, generate personalized messaging referencing the specific trigger event, and route to appropriate campaign sequences. Common triggers: new VP of Sales hired, company posts job for your category (e.g., "Partnership Manager"), LinkedIn profile updates mentioning relevant tech, company announces expansion into new market. Why It Works: Timing beats messaging. A decent message at the perfect moment outperforms a perfect message at the wrong time. Triggered campaigns catch prospects when they're actively solving the problem you address, dramatically shortening sales cycles and increasing conversion because you're not interrupting - you're arriving exactly when needed.

Multi-Channel Campaign Orchestration

What We Build: Unified campaign systems that coordinate outreach across email, LinkedIn, and phone while maintaining message consistency and preventing channel overlap. We build routing logic that determines which prospects get which channel mix based on seniority, company size, and engagement patterns. Our orchestration includes automated sequencing (when to touch via which channel), duplicate prevention across campaigns, sender rotation management, and unified reporting that shows true multi-touch attribution rather than channel-siloed metrics. Why It Works: Single-channel outreach is dead. Decision-makers ignore cold email. But coordinated multi-channel presence (email + LinkedIn engagement + mutual connection intro) creates pattern recognition and credibility. Orchestration ensures you're not spamming the same person across channels while maximizing touchpoints that feel natural, not aggressive.

Signal Monitoring & Alert Systems

What We Build: Real-time monitoring systems that track external signals indicating buying intent or account changes: regulatory filings, environmental incidents, facility expansions, technology partnership announcements, integration marketplace updates, job postings mentioning specific technologies, and industry-specific triggers. We build custom scrapers and monitoring logic for signals unique to your market (e.g., FDA approvals for medtech, construction permits for industrial, partnership press releases for B2B SaaS), then route triggered accounts to appropriate campaign tracks with enriched context. Why It Works: External signals reveal intent that prospects don't explicitly share. A company posting a "Marketplace Operations Manager" role is screaming they're investing in partnerships - but only if you're listening. Signal monitoring turns implicit buying intent into explicit outreach opportunities, letting you reach prospects when they're already mid-decision process.

CRM Intelligence & Enrichment

What We Build: Automated enrichment systems that keep your CRM current with tech stack data, organizational changes, engagement signals, and competitive intelligence. We build workflows that monitor your existing accounts for trigger events (new decision-maker hired, company raises funding, tech stack changes) and alert account teams to expansion or churn risk. Our enrichment includes decision-maker tracking (who left, who joined, who got promoted), technology adoption monitoring (did they implement competitor solution?), and account health scoring based on external signals - not just CRM activity data. Why It Works: CRMs decay immediately. The contact who championed your deal gets promoted and you don't know who replaced them. The account adopts competitor tech and you find out 6 months later. Automated enrichment keeps your account data current so expansion and renewal teams have fresh intelligence for every conversation, dramatically improving retention and upsell rates.

Competitive Intelligence & Tech Stack Analysis

What We Build: Automated intelligence systems that identify what technologies prospects currently use, which competitors they're evaluating, and where integration or replacement opportunities exist. We analyze tech stack data from multiple sources (BuiltWith, job postings, LinkedIn skills, G2 reviews, integration marketplace listings) to understand a prospect's current vendor relationships and technical environment. Our systems detect technology adoption patterns (when companies add new tools to their stack), identify gaps in their current setup where your solution fits, and monitor competitive displacement opportunities (companies experiencing pain with incumbent vendors based on negative reviews, support tickets mentions, or job postings for replacement projects). Why It Works: Generic pitches lose to contextualized ones. When you can reference a prospect's specific tech stack ("saw you're using Salesforce + HubSpot"), integration pain points ("noticed you're syncing these manually"), or competitive vulnerabilities ("we've helped 12 companies migrate from [competitor]"), you're having a relevant conversation instead of generic cold outreach. Intelligence transforms cold prospects