Product Sign-Up Outreach

The workflow

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

Open full size

The diagram as text

1. 1

   Catch every new sign-up

   New product sign-up (fires a webhook)

   Clay webhook (per sign-up): Email, Name and Username. This is all the product knows about the user. Everything else is found next. Tool: Clay.

2. 2

   Work out who signed up

   Enrich the person: LinkedIn, Title, Company and Location. Find: Findymail and Clay.

   Email used → Type

   • name@company.com → Work email, company known
   • name@gmail.com → Personal email, match on LinkedIn first

   Freshness check (personal 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.

3. 3

   Build the company profile

   Enrich the company from the domain: Industry, Headcount, Location and LinkedIn page. Score the account, not just the user, so a junior sign-up at a great company is not missed. Tool: Clay.

4. 4

   Score, tier and sync

   Fit score from a Clay formula: Title and seniority, Company size, Industry and Location. Tool: Clay.

   Tier 1: Best fit

   Tier 2: Good fit

   Tier 3: Okay fit

   Contact and company created or updated (tier on the record): Tool: HubSpot.

5. 5

   Route into tiered outreach

   Tier 1: LinkedIn and alert (now): A personal LinkedIn touch from a rep, and the team hears about the sign-up. Dm: HeyReach. Alert: Slack. Tool: HeyReach.

   Tier 1: onboarding nudge (opt-in): Only when the user gave a mobile and opted in at sign-up. One short message offering help with setup. Send: WhatsApp and Twilio. Tool: WhatsApp.

   Tiers 2 and 3: email (auto): An automated sequence tied to what they do in the product. Send: Smartlead. Tool: Smartlead.

   Outcome: Every sign-up worked by fit. Tools: HubSpot.

The stack: Clay, Findymail, LinkedIn, HubSpot, HeyReach, Slack, WhatsApp, Twilio and Smartlead.

Open the diagram full size (1180 px wide)

The play in seven steps

1. 01

   Step 1: Capture sign-ups by webhook

   The first hour after sign-up is when a user is most open to help. Batch exports miss it.

   • Send email, name and username to a Clay webhook on every new sign-up.
   • Dedupe on email so a user who signs up twice is not enriched or contacted twice.
2. 02

   Step 2: Enrich the person

   A username tells a rep nothing. A title and a company tell them whether to call.

   • Find the LinkedIn profile, title, company and location with Findymail and Clay.
   • For personal emails, match on LinkedIn first, since the domain gives you no company.
   • Confirm the current employer on LinkedIn. A stale match scores the wrong company.
3. 03

   Step 3: Label the email type

   Work and personal emails need different handling, and mixing them corrupts the company data.

   • Have Claude in Clay label each email as work or personal in its own column.
   • Only use the email domain for company lookup when the label is work.
4. 04

   Step 4: Enrich the company

   Scoring the account catches the junior user at a great company who would otherwise be ignored.

   • Use the domain (or the LinkedIn match for personal emails) to pull industry, headcount, location and company page.
   • Flag accounts where several users have signed up. That is a stronger signal than any single profile.
5. 05

   Step 5: Score and tier

   A formula keeps the tiers stable week to week, so reps trust them.

   • Score with a Clay formula on title and seniority, company size and industry, and location.
   • Assign a tier:
     • Tier 1: best fit
     • Tier 2: good fit
     • Tier 3: okay fit
6. 06

   Step 6: Sync to HubSpot

   If the tier lives only in Clay, reps never see it.

   • Create or update the contact and company in HubSpot, matched on email and domain.
   • Write the tier, the email type and the sign-up date as properties.
7. 07

   Step 7: Route into outreach by tier

   Every sign-up gets a reply, but only the best ones get a human.

   • Tier 1:
     • A personal LinkedIn message through HeyReach
     • A Slack alert to the owner
     • WhatsApp or SMS only if the user gave a mobile and opted in at sign-up
   • Tiers 2 and 3:
     • An automated Smartlead sequence that references what they have done in the product
   • Pause outreach the moment the user books a call or upgrades.

Tools used

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

ClayFindymailLinkedInHubSpotHeyReachSlackWhatsAppTwilioSmartlead

Related plays

Play 26

PLG-to-Sales

1Map the product data into HubSpot

Product sign-ups, orgs and usage eventsRaw product data

Product metricsObject

Usage per product org, stored next to the account.

Active usersObject

Who in the org actually uses the product.

RevenueObject

Plan and spend, so sales sees what the account pays today.

Associations: contacts to companies to custom objects

2Sync product data two ways

Real-time syncPer event

Sign-upsOrg created

New users and new orgs land in the CRM the moment they happen.

Batch syncScheduled

Usage metricsActive seats

Heavy usage data refreshed in batches, not per click.

Domains matched from product identifiers, checked on a QA dashboard

3Score fit and usage separately

Fit score0 to 100

IndustryHeadcountRegion

Is this the kind of company that buys?

Usage score0 to 100

UsageActive usersOrg growth

Is this company actually using the product?

Total account scoreBoth shown

4Work leads through exit criteria

Lead created automaticallyHigh-signal accounts

The lead name says why it was created. Owner and task assigned on creation.

Lead stages

NewAttemptingConnectedQualifiedReady for deal

Every stage has a written, checkable exit rule.

5Create the deal and keep it healthy

Customer statusPipeline

Not a customer yet→New Business

Already a customer→Existing Business

Contract up for renewal→Renewal

Deal health tagsAuto

InactiveOverdue dateMissing contactsRenewal soon

Problems surface on their own, not in the pipeline review.

Contact refreshData decays

Contacts on open deals are re-checked for job changes, and a missing buyer is found and verified.

Job

LinkedIn

Find

Apollo

Verify

ZeroBounce

Rep works it from the CRM

Email and calendar connected. Deal fields filled from call notes.

Sequence

Apollo

Book

Chili Piper

Log

HubSpot

Deal in the right pipeline

The stackHubSpotSlackLinkedInApolloZeroBounceChili Piper

Oriel · GTM plays library

Play 26Inbound

PLG-to-Sales

9 steps · CRM, Email, Call

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

Play 16Inbound · Outbound

Multi-Thread Inbound Leads

9 steps · Website, Email, LinkedIn

+5 more

Play 27

Webinar & Event Attendee Capture

1Pull every registration

LumaEvents

WebinarsDinnersConference lists

The registrant list, pulled after each event.

ZoomWebinars

RegistrantsWho joined

Registration and attendance from the webinar itself.

Every registration is a hand-raise, no-shows included

2Centralise and enrich in Clay

One row per registrant

Event nameDateSourceConsent

Enrich before writing

A registration form gives you almost nothing.

Company

Apollo

Email

Findymail

Role

Claytitle and seniority

Freshness checkBefore sending

Registrants often sign up with a personal email. Find the work email, confirm the role on LinkedIn, re-verify on send day.

Job

LinkedIn

Verify

BounceBan

3Split attended from no-show

AttendanceOpening premise

Attended→Reference what they saw

Registered, did not attend→Lead with the recording

4Run two sequences side by side

AttendedSaw it live

Thanks and recapEmail 1

Thank them for coming and recap the main points.

Send

SmartleadHeyReach

The part they reacted toEmail 2

Go deeper on the question or moment that landed.

Direct askEmail 3

Ask for the meeting.

No-showSigned up only

Recording linkEmail 1

Send what they missed.

Send

SmartleadHeyReach

Text

WhatsAppTwilioonly if they opted in to event reminders

One key takeawayEmail 2

The single idea worth their time.

Softer askEmail 3

A lighter ask that keeps the door open.

Same offer, different opening

5Log attendance to the CRM

Written back to HubSpotDurable signal

Event nameAttendance status

Kept on the record and used as a scoring input in later plays.

Attendance on every record

The stackLumaZoomClayApolloFindymailLinkedInBounceBanSmartleadHeyReachWhatsAppTwilioHubSpot

Oriel · GTM plays library

Play 27Inbound · Outbound

Webinar & Event Attendee Capture

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

+6 more

All GTM plays