Multi-Thread Inbound Leads

The workflow

Play 16

Multi-Thread Inbound Leads

1Capture every inbound sign-up

Website sign-up formWebhook on submit

Routed into ClayEvery submission

Full nameEmail

One person and one email. The account behind them is still unknown.

2Enrich, normalise, check it is current

Company

IndustryHeadcountGeographyFunding

With

ClayApollo

Contact

TitleSeniorityLinkedInWork email

With

ClayFindymail

Same columns on every row: company, domain, headcount, name, title, email, LinkedIn URL

3Qualify the account and the role

Gate1

Qualified or not

Claude in Clay checks the company against the ICP and the role against the buying group.

× Not qualifiedkept for nurture, no outreach

4Tier it, then widen Tier 1

Tier 1Strong fit

Find the buying group

One sign-up becomes three to five contacts at the same account.

Find

AI ArkApolloClay

Verify

BounceBanLinkedInemail and current role

Tier 2Good fit

The sign-up only

Goes straight to email.

Tier 3Okay fit

The sign-up only

Goes straight to email, lighter sequence.

5Reach out by tier

Tier 1: personal LinkedInManual

A rep writes to every contact in the account, each message about their role, not the sign-up.

Send

LinkedIn

Then

HeyReachfollow-ups

Tiers 2 and 3: emailAuto

A separate sequence per tier, shorter for Tier 3.

Send

Smartlead

6Alert the team on every reply

Reply alertAct from the alert

NameCompanyTierReply text

Everything the rep needs to answer is in the message itself.

Several threads into every top account

The stackClayApolloFindymailClaudeAI ArkBounceBanLinkedInHeyReachSmartleadSlackHubSpot

Oriel · GTM plays library

Open full size

The diagram as text

1. 1

   Capture every inbound sign-up

   Website sign-up form (webhook on submit)

   Routed into Clay (every submission): Full name and Email. One person and one email. The account behind them is still unknown. Tool: Clay.

2. 2

   Enrich, normalise, check it is current

   Company: Industry, Headcount, Geography and Funding. With: Clay and Apollo.

   Contact: Title, Seniority, LinkedIn and Work email. With: Clay and Findymail.

   Same columns on every row: company, domain, headcount, name, title, email, LinkedIn URL

3. 3

   Qualify the account and the role

   Gate 1: Qualified or not. Claude in Clay checks the company against the ICP and the role against the buying group. Rejected: Not qualified, kept for nurture, no outreach. Tools: Clay and Claude.

4. 4

   Tier it, then widen Tier 1

   Tier 1: Strong fit

   Find the buying group: One sign-up becomes three to five contacts at the same account. Find: AI Ark, Apollo and Clay. Verify: BounceBan, LinkedIn and email and current role.

   Tier 2: Good fit

   The sign-up only: Goes straight to email..

   Tier 3: Okay fit

   The sign-up only: Goes straight to email, lighter sequence..

5. 5

   Reach out by tier

   Tier 1: personal LinkedIn (manual): A rep writes to every contact in the account, each message about their role, not the sign-up. Send: LinkedIn. Then: HeyReach and follow-ups. Tool: LinkedIn.

   Tiers 2 and 3: email (auto): A separate sequence per tier, shorter for Tier 3. Send: Smartlead. Tool: Smartlead.

6. 6

   Alert the team on every reply

   Reply alert (act from the alert): Name, Company, Tier and Reply text. Everything the rep needs to answer is in the message itself. Tool: Slack.

   Outcome: Several threads into every top account. Tools: Slack and HubSpot.

The stack: Clay, Apollo, Findymail, Claude, AI Ark, BounceBan, LinkedIn, HeyReach, Smartlead, Slack and HubSpot.

Open the diagram full size (1180 px wide)

The play in nine steps

1. 01

   Step 1: Capture sign-ups by webhook

   Inbound sign-ups are your warmest names, and they go cold within days if nobody follows up.

   • Add a webhook to the website sign-up form that posts full name and email to Clay.
   • Dedupe on email before enrichment so a repeat sign-up does not restart outreach.
2. 02

   Step 2: Enrich the company and the contact

   A name and an email tell you nothing about whether the account can buy.

   • Company in Clay and Apollo:
     • Industry and headcount
     • Geography
     • Funding stage
   • Contact in Clay and Findymail:
     • Title and seniority
     • LinkedIn profile
     • Verified work email
3. 03

   Step 3: Normalise the columns

   Scoring and sequencing both break when half the rows say "Head of Sales" and half say "head of sales emea".

   • Keep the same columns on every row: company, domain, headcount, name, title, email, LinkedIn URL.
   • Map titles to a short seniority list (IC, manager, director, VP, C-level) before scoring.
4. 04

   Step 4: Qualify with AI

   One clear yes or no stops the team arguing about borderline leads one by one.

   • Run one Claude prompt in Clay that checks ICP fit for the company and buying relevance for the role.
   • Output Qualified or Not qualified with a one-line reason stored on the row.
   • Not qualified sign-ups get no outreach and stay in a nurture list.
5. 05

   Step 5: Score into tiers

   The tier decides how much human time an account gets, so it has to be a formula, not a feeling.

   • Use a Clay formula on the ICP criteria to assign Tier 1, 2 or 3.
   • Write the tier back to the CRM so reps see it on the record.
6. 06

   Step 6: Multi-thread Tier 1 accounts

   The person who signed up is rarely the one who signs. Reaching the buying group early shortens the deal.

   • Find three to five other relevant people at each Tier 1 account with AI Ark, Apollo and Clay.
   • Check each one is still in the role on LinkedIn before adding them. Enrichment databases lag job changes by months.
   • Re-verify every new email with BounceBan on the day of sending.
7. 07

   Step 7: Write to Tier 1 by hand on LinkedIn

   Your best accounts deserve messages a rep actually wrote. Automation is for follow-ups, not the opener.

   • A rep sends a personal LinkedIn message to every contact in the account.
   • Write to each person about their role. Do not tell the stakeholders that a colleague signed up.
   • Use HeyReach only for the follow-up steps after the first message.
8. 08

   Step 8: Automate email for Tiers 2 and 3

   Good-fit leads still deserve a fast reply, but not hours of rep time.

   • Run a separate Smartlead sequence per tier, three steps for Tier 2 and two for Tier 3.
   • Open on the reason they signed up, not on your product.
9. 09

   Step 9: Alert Slack on every reply

   Multi-threading creates several conversations at once. Without one alert stream, replies get lost.

   • Post each reply to Slack with name, company, tier and the reply text.
   • Tag the account owner so the rep who holds the other threads answers this one too.

Tools used

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

ClayApolloFindymailClaudeAI ArkBounceBanLinkedInHeyReachSmartleadSlackHubSpot

Related plays

Play 25

Product Sign-Up Outreach

1Catch every new sign-up

New product sign-upFires a webhook

Clay webhookPer sign-up

EmailNameUsername

This is all the product knows about the user. Everything else is found next.

2Work out who signed up

Enrich the person

LinkedInTitleCompanyLocation

Find

FindymailClay

Email usedType

name@company.com→Work email, company known

name@gmail.com→Personal email, match on LinkedIn first

Freshness checkPersonal emails most

A LinkedIn match on a personal email can point to a job the person left. Confirm the current employer before scoring.

Job

LinkedIn

3Build the company profile

Enrich the company from the domain

IndustryHeadcountLocationLinkedIn page

Score the account, not just the user, so a junior sign-up at a great company is not missed.

4Score, tier and sync

Fit score from a Clay formula

Title and seniorityCompany sizeIndustryLocation

Tier 1Best fit

Tier 2Good fit

Tier 3Okay fit

Contact and company created or updatedTier on the record

5Route into tiered outreach

Tier 1: LinkedIn and alertNow

A personal LinkedIn touch from a rep, and the team hears about the sign-up.

DM

HeyReach

Alert

Slack

Tier 1: onboarding nudgeOpt-in

Only when the user gave a mobile and opted in at sign-up. One short message offering help with setup.

Send

WhatsAppTwilio

Tiers 2 and 3: emailAuto

An automated sequence tied to what they do in the product.

Send

Smartlead

Every sign-up worked by fit

The stackClayFindymailLinkedInHubSpotHeyReachSlackWhatsAppTwilioSmartlead

Oriel · GTM plays library

Play 25Inbound · Outbound

Product Sign-Up Outreach

7 steps · Email, LinkedIn, CRM, WhatsApp, SMS

+3 more

Play 15

Meeting Form Orchestration

1Catch the request the second it is sent

Meeting form submitted on the website

Webhook into ClayPer submission

Full nameWork emailCompanyDomain

Four fields on the form, no more. Every extra field costs you submissions, and enrichment fills the rest.

2Fill the gaps, then check they are still true

Enrich what the form skipped

LinkedIn URLJob titleSeniorityFirmographics

With

ClayBetterContact

Freshness checkBefore 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

3Ask HubSpot what it already knows

Company lookupBy domain

Is this account already in the CRM, and does it have an owner?

Contact lookupBy email

Is this person already a contact, or in an open deal?

Lookup resultPath

Company exists in HubSpot→Persona check

Company not found→ICP check, then create records

4Qualify each path its own way

Known accountPersona fit

TitleDepartmentSeniority

The account is already approved. The only question is whether this person is worth a meeting.

Check

Clay

New accountICP fit

IndustrySizeTech stackMarket

Unknown company. Claude scores the fit in Clay, then the company and contact are created.

Score

ClayClaude

Create

HubSpot

Not a fit: a polite reply with a useful resource, no rep time spent

Owner found or assigned, rep alerted in SlackWith context

5Follow up on more than one channel

EmailAuto

Confirms the request and offers times, written from the rep who owns the account.

Send

Smartlead

LinkedInAuto

A connection request from the same rep, so the name is familiar before the call.

Send

HeyReach

WhatsApp confirmationConsent

Only when the form had an opt-in box ticked. A short note with the booking link.

Send

WhatsApp

Every request routed to its owner

The stackTallyClayBetterContactLinkedInZeroBounceHubSpotClaudeSlackSmartleadHeyReachWhatsApp

Oriel · GTM plays library

Play 15Inbound · Outbound

Meeting Form Orchestration

8 steps · Website, Email, LinkedIn, CRM, WhatsApp

+5 more

Play 23

HubSpot Account Tiering & Scoring

1Learn from the deals you already closed

Closed won and closed lost, last 12 to 24 months

Closed wonWhat good looks like

ACVSales cycleExpansion

Start with the highest revenue customers. Look for patterns in industry, size and geography.

Closed lostWhat to rule out

Poor-fit industrySize mismatch

The disqualification reasons that keep coming back.

2Define segments and scoring logic

SegmentsOne per account

Company sizeIndustryBusiness model

Scoring inputWhat it checks

Firmographics→Size, industry, location

Technographics→Tech stack

Signals→Recent activity at the account

3Build the Clay model and tier

Core fields

CompanyDomainLinkedIn URL

Enrichment fields

EmployeesRevenueIndustryTech stack

Logic fields

SegmentTierLast enriched

Clay formulas assign the tier

Tier 1Strong fit

Tier 2Good fit

Tier 3Low fit

4Sync tiers into HubSpot

New HubSpot properties

Account tierSegmentKey firmographics

Company and contact data mapped field by field, so the sync never creates duplicates.

Data

Clay

Emails

Findymail

Verify

BounceBan

Write

HubSpot

5Keep tiers live with workflows

Tier workflowsProperty trigger

Company workflows with re-enrollment on, so the tier changes when the data does.

FallbackMissing tier

Accounts without a tier are flagged, not left to slip through.

FreshnessQuarterly

Re-enrich any account last enriched over 90 days ago, and re-check its contacts for job changes.

Job

LinkedIn

Monthly data review, quarterly strategy update

Every account tiered in HubSpot

The stackHubSpotClayFindymailBounceBanLinkedIn

Oriel · GTM plays library

Play 23ABM · Outbound

HubSpot Account Tiering & Scoring

7 steps · CRM

All GTM plays