5 Clay Workflows That Supercharge Every B2B Department

Last year, we spent £3,109 on Clay.com

Not because it was trendy.
Because it became the engine behind every go-to-market motion.

Most teams buy tools and stay stuck in silos.
Clay flips that on its head.

It connects data, logic, and action across your whole GTM team. Whether you're in sales, marketing, RevOps, customer success, or growth — Clay can power your workflows.

Here are five real Clay use cases by department that are running today.

1. Sales – Enriched, Routed, Ready

What it does:

• Tools like Trigify, RB2B, or Vector send in-market intent signals into Clay

• Clay enriches the account and contact with live company data

• Emails and phones are pulled in automatically using Findymail

• Contacts are pushed directly into your CRM

• SDRs receive qualified leads, not cold lists

Why it matters:
Your reps should be closing, not doing research.
This workflow puts ready-to-work leads into their hands every day.

2. Marketing – Intent Turns Into Audiences

What it does:

• Clay tracks ad clicks, website visitors, outbound responders

• Contact data is enriched and verified

• Leads are sorted into warm segments

• These are sent to Meta, LinkedIn, and Google as custom audiences

• You're only retargeting people who already showed interest

Why it matters:
Ad budgets stretch further when you're not wasting impressions.
You turn interest into revenue, not just traffic.

3. Customer Success – Expansion Becomes a System

What it does:

• Clay monitors your customer list for job changes, funding rounds, and hiring spikes

• It tracks when they add new tools or move into new markets

• Opportunities are flagged instantly

• Example: “Flowly raised $10M and hired 10 data analysts → Time for enterprise?”

Why it matters:
Land and expand isn’t about luck.
You grow accounts by spotting signals before your competitors do.

4. RevOps – Lead Routing That Works

What it does:

• Every demo request or inbound form goes through Clay

• It scores and enriches the lead in real time

• Based on rules you set, leads are auto-assigned to the right rep

• Maggie gets the enterprise account

• Harry gets the self-serve startup trial

Why it matters:
No more bottlenecks, no more spreadsheets.
Just faster handoffs, happier reps, and more revenue.

5. Product & Growth – Competitor Intel Without the Busywork

What it does:

• Clay monitors your competitors for product launches, new hires, or funding

• It pulls public data and sends updates to GPT for summarizing

• You receive a weekly digest of competitor movements

• It’s like having a growth analyst on autopilot

Why it matters:
Your product team can react faster, plan smarter, and stay one step ahead.
No need to chase updates across 12 blogs and 3 databases.

Final Thoughts

Most tools sit in one department.
Clay powers all of them.

When your GTM engine runs on live data and cross-team workflows, everything accelerates.

• Sales closes faster

• Marketing targets better

• CS grows accounts

• RevOps removes friction

• Product reacts quicker

Ready to Build a Smarter Go-to-Market System?

If you're serious about scaling outbound, improving pipeline quality, or building a GTM strategy that actually converts… we can help. Our team works with high-growth B2B companies to design and execute custom systems based on your ICP, signals, and sales motion.

Book a meeting with us today and get a free consultation on your outbound or GTM execution plan.

No fluff. No generic playbooks. Just smart strategy that gets results.