Play 01 · Outbound · ABM · Inbound

Signal Activation

Signal Activation is an eleven-step outbound, ABM and inbound play for your website, LinkedIn, email, your CRM, calls and ads, from “Collect signals from every party” to “Activate on every channel”. It uses Warmly, Webflow, Amplitude, Mixpanel, Luma and 21 more tools.

Ashwanth S, Founder

Motion: Outbound, ABM, Inbound
Channel: Website, LinkedIn, Email, CRM, Call, Ads
Steps: 11
Tools: 26

The workflow

Play 01

Signal Activation

1Collect signals from every party

First partyYour own data

Site visitsProduct usageEvents

Web

Warmly

Webflow

Product

Amplitude

Mixpanel

Events

Luma

Second partyShared with you

LinkedIn activityReview sitesPartners

Social

Trigify

Sales Navigator

Third partyPublic web

Tech stackNewsHiring

Tech

TheirStack

News

Explorium

Perplexity

Arrives by webhook, API or native sync, each with a date and a source

2One table, one row per signal

Signal tableClean first

SignalCompanyContactDate

Domains, LinkedIn URLs and titles are normalized before anything else, then duplicates are removed.

Fill the gaps, then check they are still true

FirmographicsContact detailsTech stack

Enrich

Clay

BetterContact

Findymail

Job change

Verify

BounceBan

3Look up the CRM, then qualify

Who owns it todayCRM lookup

Account matched by domain, contact by email, current owner and open deals noted.

Lookup

HubSpot

Salesforce

Gate1

Account and persona fit

Claude checks the company and the person behind each signal against the ICP.

× Not ICP

Gate2

Score into tiers

Fit, tech stack and signal strength set Tier 1, 2 or 3.

× Weak signal

Segmented by size, industry, region and business model

4Route to a rep and write it back

Account statusWho gets the signal

Owned in the CRM→The existing owner

No owner yet→Next rep on the live round-robin

Open deal→Deal owner, as context only

Each signal written as its own CRM event, many per accountHubSpot or Salesforce

5Activate on every channel

Tier 1Priority accounts

Same-day human playNow

A rep works the account today with a short custom pitch.

Alert

Slack

HubSpot

Call

Nooks

Pitch

Gamma

Tier 2Good fit

SequencesAuto

Email plus a LinkedIn connection and DM, opening on the signal topic.

Smartlead

HeyReach

All tiersStay visible

RetargetingAuto

The same accounts see you in their feed and in search while the sequence runs.

Ads

LinkedIn Ads

Google Ads

Every signal reaches the right rep

The stack

Warmly

Webflow

Amplitude

Mixpanel

Luma

Trigify

Sales Navigator

TheirStack

Explorium

Perplexity

Clay

BetterContact

Findymail

BounceBan

Claude

HubSpot

Salesforce

n8n

Slack

Nooks

Gamma

Smartlead

HeyReach

LinkedIn Ads

Google Ads

Oriel · GTM plays library Oriel

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The diagram as text

1
Collect signals from every party
First party (your own data): Site visits, Product usage and Events. Web: Warmly and Webflow. Product: Amplitude and Mixpanel. Events: Luma.
Second party (shared with you): LinkedIn activity, Review sites and Partners. Social: Trigify and Sales Navigator.
Third party (public web): Tech stack, News and Hiring. Tech: TheirStack. News: Explorium and Perplexity.
Arrives by webhook, API or native sync, each with a date and a source
2
One table, one row per signal
Signal table (clean first): Signal, Company, Contact and Date. Domains, LinkedIn URLs and titles are normalized before anything else, then duplicates are removed. Tool: Clay.
Fill the gaps, then check they are still true: Firmographics, Contact details and Tech stack. Enrich: Clay, BetterContact and Findymail. Job change: LinkedIn. Verify: BounceBan.
3
Look up the CRM, then qualify
Who owns it today (crm lookup): Account matched by domain, contact by email, current owner and open deals noted. Lookup: HubSpot and Salesforce.
Gate 1: Account and persona fit. Claude checks the company and the person behind each signal against the ICP. Rejected: Not ICP. Tools: Clay and Claude.
Gate 2: Score into tiers. Fit, tech stack and signal strength set Tier 1, 2 or 3. Rejected: Weak signal. Tools: Clay.
Segmented by size, industry, region and business model
4
Route to a rep and write it back
Account status → Who gets the signal
- Owned in the CRM → The existing owner
- No owner yet → Next rep on the live round-robin
- Open deal → Deal owner, as context only
Each signal written as its own CRM event, many per account (hubspot or salesforce): Tool: n8n.
5
Activate on every channel
Tier 1: Priority accounts
Same-day human play (now): A rep works the account today with a short custom pitch. Alert: Slack and HubSpot. Call: Nooks. Pitch: Gamma. Tool: Slack.
Tier 2: Good fit
Sequences (auto): Email plus a LinkedIn connection and DM, opening on the signal topic. Email: Smartlead. Linkedin: HeyReach. Tool: Smartlead.
All tiers: Stay visible
Retargeting (auto): The same accounts see you in their feed and in search while the sequence runs. Ads: LinkedIn Ads and Google Ads. Tool: LinkedIn Ads.
Outcome: Every signal reaches the right rep. Tools: Slack.

Feedback loop: Signals that turn into meetings get more weight in the tier score next quarter.

The stack: Warmly, Webflow, Amplitude, Mixpanel, Luma, Trigify, Sales Navigator, TheirStack, Explorium, Perplexity, Clay, BetterContact, Findymail, LinkedIn, BounceBan, Claude, HubSpot, Salesforce, n8n, Slack, Nooks, Gamma, Smartlead, HeyReach, LinkedIn Ads and Google Ads.

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The play in eleven steps

01
Step 1: Collect signals from every party
A single signal source shows you a slice of the market. The accounts worth working light up in two or three places at once.
- First party, your own data:
  - Website visits (Warmly on a Webflow site)
  - Product usage (Amplitude, Mixpanel)
  - Event registrations and attendance (Luma)
- Second party, shared with you:
  - LinkedIn engagement (Trigify, Sales Navigator)
  - Review site activity and partner referrals
- Third party, the public web:
  - Tech stack changes (TheirStack)
  - News and company events (Explorium, Perplexity)
- Bring each one in by webhook, API or native sync, and refuse any signal that arrives without a date and a source URL.
02
Step 2: Land everything in one table
Signals scattered across five tools never add up to a picture of one account. One row per signal does.
- Use a single Clay table where each row is one signal tied to one company and, where known, one contact.
- Keep the signal type, the date and the source on every row.
03
Step 3: Normalize and dedupe
The same company arrives as three spellings and two domains. Skip this and one account gets three reps.
- Normalize root domains, LinkedIn URLs and job titles with formulas before any lookup.
- Strip tracking parameters and trailing slashes from URLs.
- Remove duplicates on company domain, signal type and date.
04
Step 4: Enrich, then check it is still true
Enrichment fills the gaps, but contact data goes stale within months. An old record turns a strong signal into a bounce.
- Fill firmographics, contact details and tech stack in Clay, with BetterContact and Findymail for emails.
- Run a LinkedIn job-change check before anyone is contacted. A person who left is swapped for their replacement.
- Re-verify each email with BounceBan on the day it is sent, not the day it was found.
05
Step 5: Look up the CRM
Outreach that ignores an existing owner or an open deal makes your team look like it does not talk to itself.
- Match accounts by domain and contacts by email in HubSpot or Salesforce.
- Note the current owner, any open opportunity and whether the account is a customer.
06
Step 6: Qualify with AI
A loud signal from a company you cannot sell to is still noise. Fit is checked before anything is scored.
- Run one Claude prompt in Clay that checks the company and the person against the ICP.
- Return a yes or no with a one-line reason, so a rep can see why something was dropped.
- Drop non-ICP signals here, before they cost enrichment credits further down.
07
Step 7: Score into tiers
Reps can only work a handful of accounts by hand each day. The tier decides who gets a person and who gets a sequence.
- Combine fit, tech stack and signal strength into one score:
  - Tier 1: strong fit with a strong or stacked signal
  - Tier 2: good fit
  - Tier 3: okay fit
- Two signals on one account in the same week outrank one strong signal on its own.
08
Step 8: Segment for messaging
A 50-person agency and a 2,000-person manufacturer read the same signal differently, so they need different copy.
- Group accounts by size, industry, region and business model.
- Map each segment to its own message angle and proof point before any copy is written.
09
Step 9: Route to a rep
Speed only helps if the signal lands with a named person who knows it is theirs.
- Owned accounts go to the existing owner, every time.
- Unowned accounts go to the next rep on a live round-robin list that skips people on leave.
- Accounts with an open deal go to the deal owner as context, never into a new sequence.
10
Step 10: Write the signals back to the CRM
A signal that only lives in Clay is invisible to the rep. It has to sit on the account they open every day.
- Push each signal as its own event on the company and contact through n8n.
- Keep many signals per account, each with its date and source, rather than overwriting one field.
11
Step 11: Activate on every channel
The best accounts get a human the same day. Everyone else still gets a relevant, well-timed touch.
- Tier 1:
  - Slack alert and a HubSpot task for the owner
  - A call through Nooks
  - A short custom pitch built in Gamma
- Tier 2:
  - An email sequence in Smartlead
  - A connection request and DM through HeyReach
- All tiers:
  - Retarget the same accounts on LinkedIn Ads and Google Ads while outreach runs
- Open on the problem behind the signal, never on the fact that you were watching.

Tools used

The 26 tools this play names. Each links to the other plays that use it.

Related plays

Play 22

Signals in the CRM, with Decay

1Catch signals, each with a date

Signals on your target accountsDated or dropped

Job postsFundingTech stackExec movesSite visitsPost engagement

Every signal carries a date, a one-line summary and the source URL.

2One CRM record per signal

Signals custom objectLinked to the company

TypeDateSummarySource URLWeight

HubSpot

Salesforce

Rollup

Count, last signal date, priority score

3Score it, then let it fade

Priority score

Each signal adds its weight, then decays on its own curve. A new signal lifts the score again.

Config

Weight and decay rate per type, kept in a table

Each signal hasIt controls

Decay window→Ranking and queue order

Copy window, shorter→Whether copy may name it

Hard hide, about 6 months→Whether it shows at all

Intent topics→The subject chosen, never stated

4Thresholds move accounts both ways

Warm

Watched, no outreach yet.

HotNow

The owner works it today.

Cold

Decayed out on its own.

5Hot account: committee, brief, alert

Buying committee

Every buyer at the account, checked and pushed to the CRM.

Brief and alert

Why it is hot, written only from copy-safe signals, plus a task for the owner.

A target list that re-ranks itself every morning

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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.

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

Monthly data review, quarterly strategy update

Every account tiered in HubSpot

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HubSpot Account Tiering & Scoring

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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

4Score the visit with AI

One scoring prompt in ClayScores three things

Account fitRole relevanceStrength of the visit

The prompt reads the enriched record and the full visit history. Disqualified visitors get no outreach.

5Route by tier, fastest on Tier 1

Tier 1Best fit

Same-day team playNow

The rep hears while the visit is fresh, then works the whole account.

Alert