Signals in the CRM, with Decay

The workflow

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.

Detect

ClayClaude CodeTrigify

2One CRM record per signal

Signals custom objectLinked to the company

TypeDateSummarySource URLWeight

In

HubSpotSalesforce

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.

Source

AI Ark

Email

ProspeoFindymail

Job change

LinkedIn

Verify

BounceBan

Brief and alert

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

Brief

Claude

Task

HubSpot

Alert

Slack

A target list that re-ranks itself every morning

The stackClayClaude CodeTrigifyHubSpotSalesforceAI ArkProspeoFindymailLinkedInBounceBanSlackClaude

Oriel · GTM plays library

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The diagram as text

1. 1

   Catch signals, each with a date

   Signals on your target accounts (dated or dropped): Job posts, Funding, Tech stack, Exec moves, Site visits and Post engagement. Every signal carries a date, a one-line summary and the source URL. Detect: Clay, Claude Code and Trigify.

2. 2

   One CRM record per signal

   Signals custom object (linked to the company): Type, Date, Summary, Source URL and Weight. In: HubSpot and Salesforce. Rollup: Count, last signal date, priority score.

3. 3

   Score 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 has → It 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
4. 4

   Thresholds move accounts both ways

   Warm: Watched, no outreach yet..

   Hot (now): The owner works it today..

   Cold: Decayed out on its own..

5. 5

   Hot account: committee, brief, alert

   Buying committee: Every buyer at the account, checked and pushed to the CRM. Source: AI Ark. Email: Prospeo and Findymail. Job change: LinkedIn. Verify: BounceBan.

   Brief and alert: Why it is hot, written only from copy-safe signals, plus a task for the owner. Brief: Claude. Task: HubSpot. Alert: Slack. Tool: Slack.

   Outcome: A target list that re-ranks itself every morning. Tools: HubSpot.

Feedback loop: No new signal: the score drifts down a little every day.

The stack: Clay, Claude Code, Trigify, HubSpot, Salesforce, AI Ark, Prospeo, Findymail, LinkedIn, BounceBan, Slack and Claude.

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The play in six steps

1. 01

   Step 1: Catch signals, each with a date

   A signal is only useful if it reaches the place the rep already works, and only if it carries a date you can age.

   • Watch for job posts, funding, tech stack changes, exec moves, site visits and post engagement on your target accounts.
   • Detect them in Clay, in Claude Code, or with Trigify for LinkedIn engagement. The tool matters less than where the signal lands.
   • Store the date, a one-line summary and the source URL on every signal. No date means it cannot decay, so it is not stored.
2. 02

   Step 2: Give each signal its own CRM record

   A text field on the company gets overwritten every week. A record per signal keeps the history and the reason.

   • Create a Signals custom object in HubSpot or Salesforce, associated with the company.
   • Properties: type, date, summary, source URL, weight and age in days.
   • Roll up to the company the fields reps filter on: signal count, last signal date and priority score.
   • Dedupe on account, type and source so one event is never scored twice.
3. 03

   Step 3: Score it, then let it fade

   Three signals a month ago and silence since should not keep an account at the top of the list.

   • Each signal adds the weight of its type. An exec hire or a funding round counts for more than one page view.
   • Each contribution decays exponentially with age, on a curve per type. An intent spike fades in weeks, a new leader matters for months.
   • Keep weights and decay rates in a config table, not in code, so they can be tuned without a deploy.
   • The score slides down daily and jumps back when a new signal lands.
4. 04

   Step 4: Set two windows per signal

   Ranking an account on a signal and naming that signal in an email are separate decisions, with separate risks.

   • Decay window: how long the signal still counts toward the account rank.
   • Copy window: how long it may be named in an email or on a call. Always shorter than the decay window.
   • Hard hide at around six months: past that the signal is not shown anywhere.
   • Intent topics may choose which subject a message leads with, but are never stated. Naming them tells the buyer they were watched.
   • Message generators read a yes or no copy-safe flag per signal rather than relying on a prompt rule.
5. 05

   Step 5: Let thresholds move accounts both ways

   Nobody should have to demote a cold account by hand. The list should cool and heat on its own.

   • Score thresholds set Hot, Warm and Cold on the company record.
   • Reps sort by score, so the list is re-ranked before they log in each morning.
   • An account that cools drops out of the hot view without anyone touching it.
6. 06

   Step 6: Hot account: map the committee and alert the owner

   Telling a rep an account is hot is half the job. They also need to know why, and who to talk to.

   • Source the buying committee with AI Ark.
   • Find work emails with Prospeo and Findymail.
   • Before anyone is contacted, run a LinkedIn job-change check and re-verify each email with BounceBan on the send day.
   • Claude writes a short account brief from the live, copy-safe signals only.
   • Push contacts and brief to the CRM beside the score, create a HubSpot task for the owner and alert them in Slack.

Tools used

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

ClayClaude CodeTrigifyHubSpotSalesforceAI ArkProspeoFindymailLinkedInBounceBanSlackClaude

Related plays

Play 01

Signal Activation

1Collect signals from every party

First partyYour own data

Site visitsProduct usageEvents

Web

WarmlyWebflow

Product

AmplitudeMixpanel

Events

Luma

Second partyShared with you

LinkedIn activityReview sitesPartners

Social

TrigifySales Navigator

Third partyPublic web

Tech stackNewsHiring

Tech

TheirStack

News

ExploriumPerplexity

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

ClayBetterContactFindymail

Job change

LinkedIn

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

HubSpotSalesforce

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

SlackHubSpot

Call

Nooks

Pitch

Gamma

Tier 2Good fit

SequencesAuto

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

Email

Smartlead

LinkedIn

HeyReach

All tiersStay visible

RetargetingAuto

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

Ads

LinkedIn AdsGoogle Ads

Every signal reaches the right rep

The stackWarmlyWebflowAmplitudeMixpanelLumaTrigifySales NavigatorTheirStackExploriumPerplexityClayBetterContactFindymailLinkedInBounceBanClaudeHubSpotSalesforcen8nSlackNooksGammaSmartleadHeyReachLinkedIn AdsGoogle Ads

Oriel · GTM plays library

Play 01Outbound · ABM · Inbound

Signal Activation

11 steps · Website, LinkedIn, Email, CRM, Call, Ads

+20 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

Play 24

CRM Hygiene

1Audit, read-only

Snapshot and fill rates0 records written

TitleLinkedInCountryEmail validityPhone validitySegment

Export first, measure every field, and trace which integration created each record.

Export

HubSpotSalesforce

2Detect the dirty sets

Dirty setFix

Duplicate person or company→Merge, survivor picked by rule

Contact not linked to its account→Link to the account

Job changer→New contact, old one marked gone

Bounced email or dead number→Replace and verify

Missing fields→Fill blanks only

Lead with no account→Match on domain

3Match duplicates carefully

Gate1

Same company domain

A name match only counts when the domain matches too.

× Different people

Gate2

Not a shared key

A switchboard number or a common firm name is never the key.

× Shared line

Gate3

Not a role inbox

A person's name stamped on info@ is a field to fix, not a merge.

× Fix the field

4Approve, back up, then write

The change set

Saved as a list view or report the owner can open.

Backup export

Every record in the change set, before anything moves.

Then

Owner approves the exact listYes unlocks the write

Write unlocked

Every change is logged with its old value, so any field can be restored.

5Fill blanks, catch job changers

Enrichment waterfall

Only the misses move on. Fill blanks, never overwrite a value someone set on purpose.

Profile

Explorium

Email

ProspeoFindymail

Verify

BounceBan

Phone

Twiliolookup, dead numbers cleared

Job changers

Current-employer scan, customers first. The same company under another domain is not a move.

Scan

ClayLinkedIn

Create

New contact, history kept

6Keep it on

Same rules, every new record

New inboundRep-added recordsJob-change signalsWeekly sweep

Report

Slack

A CRM that stays clean, with every change undoable

The stackHubSpotSalesforceClayExploriumProspeoFindymailBounceBanTwilioLinkedInSlack

Oriel · GTM plays library

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All GTM plays