The workflow

The diagram as text

1
Catch the request the second it is sent
Meeting form submitted on the website: Tool: Tally.
Webhook into Clay (per submission): Full name, Work email, Company and Domain. Four fields on the form, no more. Every extra field costs you submissions, and enrichment fills the rest. Tool: Clay.
2
Fill the gaps, then check they are still true
Enrich what the form skipped: LinkedIn URL, Job title, Seniority and Firmographics. With: Clay and BetterContact.
Freshness check (before any send): Confirm the title on LinkedIn matches the form and re-verify the email. A typo in the address is the most common silent failure. Job: LinkedIn. Verify: ZeroBounce.
3
Ask HubSpot what it already knows
Company lookup (by domain): Is this account already in the CRM, and does it have an owner?. Tool: HubSpot.
Contact lookup (by email): Is this person already a contact, or in an open deal?. Tool: HubSpot.
Lookup result → Path
- Company exists in HubSpot → Persona check
- Company not found → ICP check, then create records
4
Qualify each path its own way
Known account (persona fit): Title, Department and Seniority. The account is already approved. The only question is whether this person is worth a meeting. Check: Clay.
New account (icp fit): Industry, Size, Tech stack and Market. Unknown company. Claude scores the fit in Clay, then the company and contact are created. Score: Clay and Claude. Create: HubSpot.
Not a fit: a polite reply with a useful resource, no rep time spent
Owner found or assigned, rep alerted in Slack (with context): Tool: Slack.
5
Follow up on more than one channel
Email (auto): Confirms the request and offers times, written from the rep who owns the account. Send: Smartlead. Tool: Smartlead.
LinkedIn (auto): A connection request from the same rep, so the name is familiar before the call. Send: HeyReach. Tool: HeyReach.
WhatsApp confirmation (consent): Only when the form had an opt-in box ticked. A short note with the booking link. Send: WhatsApp. Tool: WhatsApp.
Outcome: Every request routed to its owner. Tools: HubSpot and Slack.

The stack: Tally, Clay, BetterContact, LinkedIn, ZeroBounce, HubSpot, Claude, Slack, Smartlead, HeyReach and WhatsApp.

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The play in eight steps

01
Step 1: Capture the form by webhook
A meeting request that waits in an inbox for a day is a request your competitor answers first.
- Point the website form (Tally, or the form your site already uses) at a Clay webhook.
- Ask for four fields only: full name, work email, company name and company domain.
- Add an optional consent box for WhatsApp or SMS follow-up, unticked by default.
02
Step 2: Enrich what the form did not ask for
Short forms convert better, so the missing context has to come from enrichment, not from the visitor.
- Fill LinkedIn URL, job title, seniority and company firmographics in Clay.
- Use BetterContact as the waterfall when Clay misses a field.
- Normalise the domain (strip www, lowercase) before any lookup, or the CRM match will fail.
03
Step 3: Check the data is current
People mistype their own email and change jobs. Catch both before a rep spends time on the record.
- Compare the title on LinkedIn with what the form and enrichment say. If they disagree, trust LinkedIn.
- Re-verify the email with ZeroBounce. A typo or catch-all goes to a manual check, not a sequence.
04
Step 4: Look up the company and contact in HubSpot
Without this step a new form fill on an owned account creates a duplicate and a turf fight.
- Look up the company by domain and the contact by email.
- Check for an open deal on the company. If one exists, skip outreach and alert the deal owner instead.
- Branch on the result:
  - Company exists: run the persona check
  - Company not found: run the ICP check
05
Step 5: Qualify known accounts on persona
The account already passed once. Re-scoring it wastes time and can wrongly drop a good buyer.
- Score title, department and seniority against the buyer roles you sell to.
- A junior requester at a target account still gets a reply, and the rep is told who the likely buyer is.
06
Step 6: Qualify new accounts on ICP, then create them
New companies need the full fit check before anyone gets a calendar slot.
- Run one Claude prompt in Clay against industry, size, tech stack and market.
- Create the company and contact in HubSpot with the score and the reason stored on the record.
- Not a fit: send a polite reply with a resource. Never leave a request unanswered.
07
Step 7: Assign the owner and tell them
Round robin on a named account sends the lead to the wrong person. Ownership comes first.
- If the account has an owner, route to them. If not, assign by territory or round robin.
- Post to Slack with name, title, company, score and the form message, so the rep can act without opening the CRM.
08
Step 8: Follow up on two or three channels
A form fill is intent, but people miss emails. A second channel from the same rep catches the miss.
- Email from the owning rep through Smartlead, with times offered in the first message.
- A LinkedIn connection request through HeyReach from the same rep.
- WhatsApp or SMS only where the consent box was ticked. Never to anyone who did not opt in.
- Stop every channel the moment a meeting is booked.

Tools used

The eleven tools this play names. Each links to the other plays that use it.

Related plays

Play 14

Website Visitor De-anonymization

1Name who is on the site

Anonymous traffic on your website

Company matchWhich account

Ties the visit to a company, even when the person stays unknown.

Person matchWhich person

Names the visitor where a match exists, with their role and profile.

With

RB2B

Warmly

Visit context, logged on every hit

Pages viewedVisit frequencyTime on siteRecencyPricing page

2One record per company and per person

Visitor signals land in ClayTimestamps kept

3Enrich, then check it is still true

Company

IndustryHeadcountLocationProduct

With

Clay

Apollo

Person

RoleSeniorityWork emailMobile

Freshness checkData decays

Every record is re-checked before anyone is contacted: a person who changed jobs is swapped for their replacement, an email is re-verified, a dead number is dropped.

Job change

Verify

BounceBan