The steps behind our results.

These are the plays WarmUp runs, written out step by step. Take one and build it yourself, or have us run it for you.

7 guides, written to be built from.

Each guide is a workflow we run or have built. The full guide has the board, the reasoning and a spec to copy.

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.

This runs our own pipeline. It is not a demo build.

  1. Write the ICP as a short list of facts, and the source query literally.
  2. Land every source in one table keyed on the company's main domain.
  3. Pass 1, no provider credits.
  4. Pass 2, no provider credits.
  5. Pass 3, fill the facts.
  6. Pass 4, the paid read.
  7. Run ten rows and read the spend forecast.
  8. Feed back what you learned.
Read the full guide

Finding who is ready now

The hiring signal feed

Job postings become a ranked daily call list, by testing the title against five rings and the company against the map.

This runs our own pipeline. It is not a demo build.

  1. Write the rings down first.
  2. Pick a posting source you can search by title.
  3. Land every posting in a signals table you only add to.
  4. Look the domain up on your map before you spend anything.
  5. Score how recent the signal is. Fit already lives on the account.
  6. Push a daily list to the CRM.
  7. Run it as a scheduled routine in the cloud.
  8. Give it a reader.
Read the full guide

Finding who is ready now

The hiring-signal account check

Start from a list of accounts you already trust, find which of them are hiring, and get a verified person to call at each.

We ran this on our own list in September 2026.

  1. Pick a list where fit is settled.
  2. Skip anything checked in the last 14 days.
  3. Look one: ask a job feed by company domain, titles only.
  4. Look two, only when the feed is empty.
  5. Look three, the last resort.
  6. Match the postings to your title list.
  7. Write one signal event per hiring account.
  8. Find people only for the accounts that earned it.
Read the full guide

Finding who is ready now

The social listening play

Everyone who engages with a post is checked against six facts and handed to the right campaign with a message written for them.

This runs our own pipeline. It is not a demo build.

  1. Choose the authors and set a date floor.
  2. Build the never-message list before the watcher.
  3. Watch the posts.
  4. Judge one person per run, cheapest source first.
  5. Route by author bucket and engagement type.
  6. Write per person, then check by code.
  7. Never start a campaign from code.
  8. Run the five steps as one routine.
Read the full guide

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.

We built this for a company's book-a-call form. It is running as a pilot: it reads the CRM and writes nothing back yet.

  1. Write the checks down before you build anything.
  2. Fill the identity gaps first.
  3. Read your own map before you spend.
  4. Run Stage 1.
  5. Run Stage 2 only when Stage 1 passes.
  6. Decide the verdict by rule.
  7. Keep the write-back off at first.
  8. Give it a reader.
Read the full guide

How it all fits

The inbound-led outbound engine

Content creates the demand, capture turns it into signals, qualification and suppression decide who is touched, and three tiers route each one to a rep or a sequence.

This is the system we run on ourselves. Capture, qualification, suppression, routing and the record are live; the weekly signal report and the automated Tier 3 nurture lane are drawn and not yet built.

  1. Make something, on a schedule you can keep.
  2. Add one capture step per source.
  3. Qualify every captured person and company the same way.
  4. Suppress before anyone decides.
  5. Route into three tiers.
  6. Give each tier one kind of touch.
  7. Write everything to the CRM.
  8. Close the loop with a weekly report and next week's content.
Read the full guide

How it all fits

The four-layer GTM stack

One layer decides, one remembers, one records and one touches, with a contract between each pair.

This is the layout our own pipeline runs on.

  1. Name your four layers before you name a tool.
  2. Stand up the memory first.
  3. Build one router.
  4. Put the rules in files.
  5. Score in two numbers.
  6. Build the queue as a view of the database.
  7. Give each channel one sender and the blocklist one writer.
  8. Send every reply and outcome back to the router.
Read the full guide

21 shorter recipes.

Each recipe is one job: what sets it off, the steps in order and the tools it runs on.

Webinar & Event Automation

Webinar Registration Enrichment

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

  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

Runs on Clay, HubSpot, Make.com.

Read the full recipe

Lead Generation

Lead Qualification Pipeline

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

  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

Runs on HubSpot, Clay, Instantly.

Read the full recipe

Lead Generation

360Connect Lead Capture

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

  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

Runs on Parseur, Clay, Instantly, HeyReach.

Read the full recipe

Lead Generation

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.

  1. Score lead with Apollo
  2. Qualify against criteria
  3. Enroll in personalized sequence
  4. Route to sales team

Runs on Instantly, Clay.

Read the full recipe

Social Media

LinkedIn Visitor Tracking

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

  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

Runs on LinkedIn Sales Navigator, HeyReach, Clay, Instantly, Teamfluence.

Read the full recipe

Website Analytics

Website Visitor Enrichment

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

  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

Runs on RB2B, Clay, HubSpot, Make.com.

Read the full recipe

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.

  1. Detect content engagement
  2. Send connection request
  3. Launch follow-up sequence
  4. Track interaction history

Runs on HeyReach, Teamfluence, Clay.

Read the full recipe

Social Selling

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.

  1. Identify similar ICP companies
  2. Create targeted messaging
  3. Launch proof-based campaigns
  4. Track engagement

Runs on Clay, Instantly.

Read the full 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.

  1. Monitor funding announcements
  2. Wait for optimal timing
  3. Create growth-focused messaging
  4. Launch targeted campaign

Runs on Clay, Instantly.

Read the full recipe

Meeting & Engagement

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.

  1. Detect missed meetings
  2. Send friendly follow-up
  3. Provide easy rebook option
  4. Track response and adjust sequences

Runs on Clay, Calendly, Instantly.

Read the full recipe

Meeting & Engagement

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.

  1. Import event attendees
  2. Create event-specific follow-up
  3. Share relevant resources
  4. Launch re-engagement campaign

Runs on Clay, Instantly, HubSpot.

Read the full 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.

  1. Monitor job board postings
  2. Flag expansion signals
  3. Create hiring-focused messaging
  4. Launch growth campaign

Runs on Clay.

Read the full recipe

Account Expansion

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.

  1. Monitor usage metrics
  2. Generate ROI reports
  3. Create upgrade proposals
  4. Alert customer success team

Runs on Clay, HubSpot, Instantly.

Read the full recipe

Account Expansion

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.

  1. Monitor usage patterns
  2. Create upgrade proposals
  3. Include usage statistics
  4. Send personalized outreach

Runs on Clay, HubSpot.

Read the full recipe

Account Expansion

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.

  1. Map organizational structure
  2. Identify expansion opportunities
  3. Create department-specific messaging
  4. Launch multi-department outreach

Runs on Clay, HubSpot.

Read the full 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.

  1. Map decision-makers
  2. Research committee members
  3. Create multi-threaded sequences
  4. Launch coordinated outreach

Runs on Clay.

Read the full recipe

Intent Data & Signals

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.

  1. Enrich contact data
  2. Customize messaging by content
  3. Launch multi-touch sequence
  4. Move to sales pipeline

Runs on Clay, Instantly, HeyReach.

Read the full recipe

Intent Data & Signals

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.

  1. Track content engagement
  2. Calculate engagement score
  3. Route based on score
  4. Alert sales team

Runs on Clay, HubSpot.

Read the full recipe

Intent Data & Signals

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.

  1. Monitor job changes
  2. Wait for optimal timing
  3. Create personalized outreach
  4. Re-activate champion relationship

Runs on Clay.

Read the full 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.

  1. Monitor customer health metrics
  2. Generate churn risk alerts
  3. Trigger CSM interventions
  4. Launch win-back campaigns

Runs on Clay, HubSpot.

Read the full 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.

  1. Sync contact data
  2. Update campaign activity
  3. Maintain data consistency
  4. Support reporting and attribution

Runs on Clay, Smartlead, HeyReach, HubSpot.

Read the full recipe

Or have us run one for you.

Pick the play you want first. We build it in your tools, run it with your team and hand it over.

Or call +1 317 414 1157, or pick a time without the form.