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Guides

Guides and recipes.

These are systems we run or have built, written so you can build your own. Each guide has the board, the checks it makes and the order it makes them in, the reasons, the steps, and one thing to copy. Below the guides are 21 short recipes, one job each. Everything is open. No form, no email.

Written by Mike Hurley, founder of WarmUp. For a B2B team of 25 to 500 people that owns the tools (a CRM, a data tool, a sender) and has nobody whose job is to make them work together.

Start here

The ICP map
A raw company list becomes a segmented, tiered map in four passes, with the sources that cost no provider credits going first.
About 8 minutes. Copy: the ICP rule, the sources, the qualifier's answer and the exit reasons.

Finding who is ready now

Qualifying what comes in

The inbound qualification engine
Every book-a-call form fills its own gaps, runs two stages of checks, and lands on one of three verdicts before anyone picks up the phone.
About 7 minutes. Copy: the checks file and the verdict rules.

How it all fits

Recipes

21 short recipes, each one job: what sets it off, the steps in order and the tools it runs on.

From our earlier catalog. Not yet checked against how we work today.

Motion

Tool

Webinar & Event Automation

Webinar Registration Enrichment

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

Inbound, Events. 4 steps. Tools: Clay, HubSpot, Make.com.

Open the recipe

Lead Generation

Lead Qualification Pipeline

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

Inbound, Email. 4 steps. Tools: HubSpot, Clay, Instantly.

Open the recipe

360Connect Lead Capture

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

Inbound, Email, LinkedIn. 4 steps. Tools: Parseur, Clay, Instantly, HeyReach.

Open the recipe

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.

Inbound, Website, Email. 4 steps. Tools: Instantly, Clay, Apollo.

Open the recipe

Social Media

LinkedIn Visitor Tracking

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

Outbound, LinkedIn, Email. 4 steps. Tools: LinkedIn Sales Navigator, HeyReach, Clay, Instantly, Teamfluence.

Open the recipe

Website Analytics

Website Visitor Enrichment

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

Inbound, Website, Email. 4 steps. Tools: RB2B, Clay, HubSpot, Make.com.

Open the recipe

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.

Outbound, Email. 4 steps. Tools: Clay, Instantly.

Open the recipe

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.

Inbound, Email. 4 steps. Tools: Clay, Calendly, Instantly.

Open the recipe

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.

Inbound, Email, Events. 4 steps. Tools: Clay, Instantly, HubSpot.

Open the recipe

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.

Outbound. 4 steps. Tools: Clay.

Open the recipe

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.

Existing customers, Email. 4 steps. Tools: Clay, HubSpot, Instantly.

Open the recipe

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.

Existing customers. 4 steps. Tools: Clay, HubSpot.

Open the recipe

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.

Existing customers. 4 steps. Tools: Clay, HubSpot.

Open the recipe

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.

Outbound. 4 steps. Tools: Clay, Apollo.

Open the recipe

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.

Inbound, Email, LinkedIn. 4 steps. Tools: Clay, Instantly, HeyReach.

Open the recipe

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.

Inbound. 4 steps. Tools: Clay, HubSpot.

Open the recipe

Job-Change Champion Reactivation

Detects when a former buyer or power user changes jobs, waits a short while, then starts personal outreach in Clay to reopen the relationship at their new company.

Outbound. 4 steps. Tools: Clay.

Open the recipe

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.

Existing customers. 4 steps. Tools: Clay, HubSpot, Mixpanel, ChurnZero.

Open the recipe

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.

Systems, CRM, Email, LinkedIn. 4 steps. Tools: Clay, Smartlead, HeyReach, HubSpot.

Open the recipe

Guides and recipes are builds: how to set a system up. A signal play is what we run when a buying signal fires, with the first line of the call, what waits for your yes and what you keep. Those have their own shelf. Read the signal plays

From the GTM standup

A short video, most days, on one thing Mike is working on. Each one gets a written note here.

Episode 2: The inbound-led outbound engine, end to end →2026-10-02
Episode 1: Mapping the market, and where to start →2026-10-01

All standup notes →

Glossary

Ring, map, routine, broker, cap, receipt and the rest of the words the guides use, each in a plain sentence.

Open the glossary →

Want one of these running for your business?

We build the system in your stack. There are 7 guides and 21 recipes here so you can see the work before you ask.

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