The workflow library.

These are the automations we actually build. Each one lists what sets it off, the steps it runs, and the tools underneath, so you can see the shape of a system before you commission one, and a GTM engineer can see the shape of the job.

Book a MeetingHow engagements work

Webinar & Event Automation

Webinar Registration Enrichment

Instantly enrich webinar registrants and route them to your CRM for fast follow-up and sales visibility.

Trigger
Webhook received from your webinar registration platform (e.g., Zoom, Luma, or Google Forms via Make)
What it runs
  1. Enrich registrant data using Clay
  2. Check for existing contact in HubSpot CRM
  3. Create or update lead record
  4. Add contact to active sales campaign or nurturing flow

Why it matters: Your sales team shouldn't have to dig around for who registered. With this automation, they're notified with full context and can follow up immediately with enriched info.

In practice: Pair this with Meeting-Abandonment Recovery and Event-Triggered Re-engagement workflows to close the loop on every registrant, attended or not.

ClayHubSpotMake.com
Full breakdown →

Lead Generation

Lead Qualification Pipeline

Automatically qualify and route new leads using intelligent scoring and CRM automation.

Trigger
New lead enters the system (via form fill, import, API, or manual entry)
What it runs
  1. Score lead using AI in Clay
  2. Qualify against your ideal customer profile (ICP)
  3. Route to the correct sales rep
  4. Enroll in a personalized welcome or onboarding sequence

Why it matters: When leads come in, it's critical to separate the signal from the noise. This workflow ensures only high-fit prospects move forward and get a fast, relevant response.

In practice: Fine-tune your scoring model quarterly based on closed/won data and lost reasons to maintain accuracy as your ICP evolves.

HubSpotClayInstantly
Full breakdown →

360Connect Lead Capture

Automatically capture and enrich warm leads from 360Connect and launch personalized outreach.

Trigger
Lead arrives from 360Connect or another third-party provider (typically via email)
What it runs
  1. Parse lead email or attachment using Parseur
  2. Enrich and score the lead in Clay
  3. Qualify based on job title, company, and budget
  4. Launch outbound outreach via Instantly or HeyReach

Why it matters: Ideal for companies using lead generation partners like 360Connect who want to remove manual handling and instantly engage promising contacts.

In practice: Use tags or filters in Parseur to route leads by region, product line, or service type for faster assignment and messaging customization.

ParseurClayInstantlyHeyReach
Full breakdown →

Lead Capture (Pre-Qualified)

For form submissions from your website or landing pages, Apollo scores each lead based on criteria like role, industry, and company size. Qualified leads are immediately enrolled in personalized sequences.

Trigger
Form submission from website
What it runs
  1. Score lead with Apollo
  2. Qualify against criteria
  3. Enroll in personalized sequence
  4. Route to sales team
InstantlyClay
Full breakdown →

Social Media

LinkedIn Visitor Tracking

Convert LinkedIn profile visits and engagement into qualified conversations through automated outreach.

Trigger
LinkedIn profile visit or content interaction is detected (via HeyReach or Sales Navigator export)
What it runs
  1. Identify visitor or engager using Clay enrichment
  2. Send personalized connection request
  3. Follow up with customized messaging sequence
  4. Track engagement activity and responses

Why it matters: Perfect for leveraging passive interest on LinkedIn. This turns anonymous profile visits and comment likes into potential pipeline by automating the outreach path.

In practice: Refine your connection message weekly. A/B test different hooks based on content theme or audience segment.

LinkedIn Sales NavigatorHeyReachClayInstantlyTeamfluence
Full breakdown →

Website Analytics

Website Visitor Enrichment

Enrich website visitors with contact data and launch outreach based on behavioral signals for higher conversion.

Trigger
Website visitor is detected and identified (via RB2B, Clearbit Reveal, or similar tool)
What it runs
  1. Enrich visitor data using Clay
  2. Analyze engagement level (page views, time on site, etc.)
  3. Trigger personalized email outreach
  4. Notify sales team if high intent is detected

Why it matters: This workflow helps uncover invisible traffic and reach out while the visitor is still warm. Especially effective for pricing page visits, demo views, or blog subscribers.

In practice: Segment outreach by engagement score, use nurturing for low scores and sales alerts for high-intent visitors.

RB2BClayHubSpotMake.com
Full breakdown →

Social Selling

Social-Selling / Post Interaction

Monitors who engages with your LinkedIn content using HeyReach and Teamfluence. Automatically triggers connection requests and multi-step follow-up messaging for warming up interested prospects.

Trigger
LinkedIn content engagement
What it runs
  1. Detect content engagement
  2. Send connection request
  3. Launch follow-up sequence
  4. Track interaction history
HeyReachTeamfluenceClay
Full breakdown →

Social Proof Amplification

Detects when you publish new case studies, testimonials, or G2 reviews. Clay finds similar companies in your ICP and launches targeted campaigns using that proof as the hook.

Trigger
New social proof published
What it runs
  1. Identify similar ICP companies
  2. Create targeted messaging
  3. Launch proof-based campaigns
  4. Track engagement
ClayInstantly
Full breakdown →

Meeting & Engagement

Funding Event Response

Triggers outreach 30–45 days after a company announces new funding. Our sequences highlight how your offer can help them scale, hire, or improve GTM timing for new budget windows.

Trigger
Company funding announcement
What it runs
  1. Monitor funding announcements
  2. Wait for optimal timing
  3. Create growth-focused messaging
  4. Launch targeted campaign
ClayInstantly
Full breakdown →

Meeting-Abandonment Recovery

If a prospect no-shows a booked call, this workflow sends a friendly follow-up with a 1-click rebook link via Calendly. Clay tracks replies and automatically manages sequence continuity.

Trigger
Meeting no-show detected
What it runs
  1. Detect missed meetings
  2. Send friendly follow-up
  3. Provide easy rebook option
  4. Track response and adjust sequences
ClayCalendlyInstantly
Full breakdown →

Event-Triggered Re-engagement

Used after webinars, conferences, or in-person events. Clay imports attendees and launches an Instantly campaign with takeaways, resources, and follow-up CTAs for reactivating cold leads.

Trigger
Event attendance recorded
What it runs
  1. Import event attendees
  2. Create event-specific follow-up
  3. Share relevant resources
  4. Launch re-engagement campaign
ClayInstantlyHubSpot
Full breakdown →

Account Expansion

Team Expansion Signal

Monitors job boards for roles like 'BDR', 'AE', or 'RevOps'. When 3+ relevant hires are posted, Clay flags the account and triggers campaigns aligned with their hiring and growth needs.

Trigger
Multiple relevant job postings detected
What it runs
  1. Monitor job board postings
  2. Flag expansion signals
  3. Create hiring-focused messaging
  4. Launch growth campaign
Clay
Full breakdown →

Product Usage Signal Expansion

For SaaS clients: When a customer hits usage thresholds, Clay triggers an upsell campaign. This includes ROI dashboards, upgrade pitches, and CSM alerts for expansion opportunities.

Trigger
Usage threshold reached
What it runs
  1. Monitor usage metrics
  2. Generate ROI reports
  3. Create upgrade proposals
  4. Alert customer success team
ClayHubSpotInstantly
Full breakdown →

Usage-Based Expansion

Targets accounts nearing limits of their current subscription. Uses Clay + HubSpot to send personalized upgrade proposals, showing the value of increased usage tiers with usage stats and case studies.

Trigger
Approaching usage limits
What it runs
  1. Monitor usage patterns
  2. Create upgrade proposals
  3. Include usage statistics
  4. Send personalized outreach
ClayHubSpot
Full breakdown →

Customer Expansion (Multi-Department)

Detects when one department is using your product successfully. Clay maps the org chart and launches outreach to leaders in other departments or regions to expand footprint.

Trigger
Successful single-department usage
What it runs
  1. Map organizational structure
  2. Identify expansion opportunities
  3. Create department-specific messaging
  4. Launch multi-department outreach
ClayHubSpot
Full breakdown →

Intent Data & Signals

Buying Committee Mapping

Combines signals across LinkedIn, Apollo, and Clay to map out key decision-makers at a target account. Launches multi-threaded messaging sequences to increase reply rates and internal buy-in.

Trigger
Target account identified
What it runs
  1. Map decision-makers
  2. Research committee members
  3. Create multi-threaded sequences
  4. Launch coordinated outreach
Clay
Full breakdown →

Content Download Nurture

When someone downloads a gated asset, this triggers a multi-touch sequence via HeyReach or Instantly. Clay enriches the contact and customizes messaging based on the content topic.

Trigger
Gated content download
What it runs
  1. Enrich contact data
  2. Customize messaging by content
  3. Launch multi-touch sequence
  4. Move to sales pipeline
ClayInstantlyHeyReach
Full breakdown →

Content Engagement Scoring

Tracks when leads engage with 2+ pieces of content across platforms. Based on this score, the lead is routed to sales or entered into a focused nurture campaign for high-interest contacts.

Trigger
Multiple content engagements
What it runs
  1. Track content engagement
  2. Calculate engagement score
  3. Route based on score
  4. Alert sales team
ClayHubSpot
Full breakdown →

Job-Change Champion Reactivation

Tracks when a former buyer or power user joins a new company. After a short delay, Clay triggers a personalized outreach sequence to re-activate champions and accelerate new pipeline opportunities.

Trigger
Champion job change detected
What it runs
  1. Monitor job changes
  2. Wait for optimal timing
  3. Create personalized outreach
  4. Re-activate champion relationship
Clay
Full breakdown →

Customer Success

Customer Health Score & Alerts

Monitors churn risk by combining data from Mixpanel, Clay, or ChurnZero. Sends alerts for accounts dropping below health thresholds and automatically triggers CSM follow-up with win-back content.

Trigger
Health score decline detected
What it runs
  1. Monitor customer health metrics
  2. Generate churn risk alerts
  3. Trigger CSM interventions
  4. Launch win-back campaigns
ClayHubSpot
Full breakdown →

System Automation

HubSpot Contact Sync

Ensures all new contacts, replies, and campaign activity from Clay, Smartlead, and HeyReach are synced into HubSpot. Reduces manual CRM entry and supports attribution, lead handoff, and reporting.

Trigger
New contact or activity detected
What it runs
  1. Sync contact data
  2. Update campaign activity
  3. Maintain data consistency
  4. Support reporting and attribution
ClaySmartleadHeyReachHubSpot
Full breakdown →

What these run on.

Every tool named across the library, and how many of the 21 workflows use it. This is also the stack a WarmUp GTM engineer is expected to work in.

  • Clay21
  • HubSpot10
  • Instantly10
  • HeyReach5
  • Make.com2
  • Teamfluence2
  • Calendly1
  • LinkedIn Sales Navigator1
  • Parseur1
  • RB2B1
  • Smartlead1

Want one of these running on your stack?

We build it, run it with you, and hand it over, with an engineer who can keep it running.

Book a Meeting

30 minutes to scope it. Engagements are contracted through WarmUp, Inc.