You know your sales teams are putting in the effort, and results are okay. But that nagging feeling persists – the sense that there are good opportunities being missed, that your sales efforts could be more effective, and that your business growth isn’t quite where it should be. In today’s fast paced business world sales and marketing teams are realising that data is the lifeblood of their strategies. The ability to understand customer behaviour, find prospects and personalise marketing hinges on having clean email addresses and other contact details.
What if you could give your team Actionable Insights that really make a difference? Imagine having a deeper understanding of your ideal customer profile – knowing their tech stack, their recent funding or even specific projects they’re working on – before they even enter your sales process. This is where Clay Data Enrichment comes in. Think of it as the enrichment solution that gives your sales efforts a big boost by giving you the valuable insights you need to connect more and drive business growth. Actually studies show companies that use data effectively can see up to 20% revenue growth.
Ready to stop leaving revenue on the table? Let’s get into how Clay Data Enrichment can be your differentiator.
At its core, basic data enrichment is the process of taking the information you already have about your prospects – whether it’s in your CRM or spreadsheets – and adding extra details from external sources. Think of it like taking a basic sketch of a prospect and adding layers of rich detail, colour and context, so no tab switching.
Without a full view of your prospects, your sales teams might be making assumptions, sending generic personalised messages that don’t really hit the mark, or even targeting the wrong B2B companies altogether. A third of marketers say inadequate data quality hinders their ability to target advertising campaigns accurately. This can mean wasted time, low response rate and missed opportunities. Sales professionals can spend over a quarter of their time dealing with inaccurate or incomplete data. Are your marketing efforts hitting the mark or are you casting too wide a net and wasting credit?
Clay is an automation platform that really makes this process happen. It doesn’t rely on a single tool but connects your internal systems with a wide range of over 100+ enrichment tools, offering a range of enrichment modules. This aggregation model allows businesses to tap into specialist data sets and find information that may not be available through more traditional data enrichment platforms. Clay uses artificial intelligence to uncover unique data points and insights, resulting in higher data coverage rates and AI powered insights.
The benefits of an enrichment platform like Clay are huge. By having deep insights about your prospects, your sales teams can:
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Working with Clay is definitely going to level up your outbound marketing, but it comes with a steep learning curve. The platform has direct integrations with popular CRM and marketing automation platforms like HubSpot, Salesforce, Pipedrive, Zoho CRM and Microsoft Dynamics 365. This makes it easy to import your existing business contacts and set up destinations for your enriched data, such as syncing back to your CRM or triggering workflows in tools like Salesloft or Outreach. Clay’s pre-built integrations and webhooks make it easy to automate your data flow without needing extensive technical skill.
One of Clay’s key differentiators is its unique waterfall enrichment process. Instead of relying on a single tool or data source, Clay systematically searches through its network of over 100 enrichment providers until it finds the desired data point, like a valid email address or a verified phone number. For example, when searching for a work email, Clay might check providers like Prospeo, DropContact, Datagma and Icypeas sequentially, so it finds the best possible data coverage and accuracy guarantee. This waterfall enrichment technique minimises unnecessary searches and optimises credit usage.
Taking data enrichment to the next level is Claygent AI Assistant. This AI-powered insights engine is your team’s virtual research assistant using the power of Clay’s custom AI scrapers, ChatGPT, or other popular AI models. You can give Claygent natural language prompts and ask it to find specific information about a list of companies or domains. For example, you could ask Claygent to find recent case studies about a specific company’s pain points or identify companies in the healthcare industry with over 200 employees that don’t use a specific CRM. Claygent can even find details like SOC-II compliance by intelligently examining website footers and security pages. This saves your sales teams hours of manual collection tasks.
To make the enrichment process even more efficient, Clay has a library of pre-built automation templates (called Claybooks) for common sales and marketing use cases. These templates provide ready-made frameworks for tasks like lead qualification, account-based marketing, and customer segmentation. For example, the "Find Growing SaaS Companies" template enriches a list of company names with funding history, employee growth trends and key executive contact details. These templates are fully customisable to your exact requirements and business goals.
Clay has multiple integrations and integration capabilities with a wide range of marketing automation platforms, marketing platforms and sales tools. As you can see in the table below, popular CRMs like HubSpot, Salesforce, Pipedrive, Zoho CRM and Microsoft Dynamics 365 all have varying levels of integration with data enrichment tools, including Clay.
Imagine the time you’ll save by not having to manage relationships and contracts with dozens of different enrichment providers. Clay consolidates access to over 100 leading providers in one single tool, simplifying your sales operations and allowing your marketing teams to focus on strategy rather than data management. This centralised enrichment platform provides access to a truly wide range of data.
While Clay has advanced features, the interface is pretty user-friendly. For basic tasks, even those without technical expertise can use the platform. It's essentially a spreadsheet with data enrichment superpowers, integrations, and deep AI integration. Users familiar with marketing data and spreadsheets will feel right at home. Clay has a massive amount of resources and a responsive support team to help you through setup and usage. The pre-built templates reduce the time to get started.
Imagine a B2B SaaS company targeting marketing managers at companies with 50-200 employees in the tech industry. With Clay, they can automatically enrich inbound leads with data points like company size, industry, the specific marketing automation platforms they use and whether they’ve recently received funding. This means their sales teams can instantly identify best-fit opportunities and focus on hot prospects.
Tired of generic Cold Email campaigns that get ignored by cold emailers? With Clay, you can enrich your prospect data with extra details like their job title, their company’s recent blog posts or even mentions of specific technology usage on their website. For example, knowing a prospect is a “Director of Demand Generation” at a company that recently published a blog post about “challenges with lead scoring” allows you to craft a highly personalized message directly addressing their pain points, increasing your response rate.
For Marketing teams and sales teams using account-based marketing, Clay provides the enrichment needed to identify and prioritize target accounts. Enriched firmographic data, combined with AI-powered insights into intent signals (e.g. researching specific keywords related to your solution) and technology stack information allows for hyper-targeted marketing campaigns and more effective engagement with key stakeholders. You can even identify acquisition details to understand potential opportunities.
Beyond individual prospects, Clay can provide insights into your competitive landscape. By enriching data on your competitors, you can get a better understanding of their tech stack, recent funding rounds (amounts!) and even identify key personnel changes. Claygent can be instructed to monitor competitor websites for new product launches or pricing updates, giving you business intelligence platform capabilities.
Clay operates on a credit-based system, offering flexible pricing that scales with your needs. Each enrichment action, such as finding a valid email address or enriching a contact with their company’s technology usage, consumes a certain amount of credits. This means you only pay for the data you actually use. Many plans offer rollover credits (for a single month), adding more flexibility.
Clay has a tiered pricing structure with various plans, including Free, Starter, Explorer, Pro and Enterprise. The Starter plan might be suitable for small sales teams, while larger organizations with extensive enrichment efforts would likely need the Pro or Enterprise plans which offer higher credit rates and advanced features. Annual subscriptions often have discounted pricing.
The value proposition of investing in Clay really comes into play when you consider the significant return on investment (ROI) that enriched data and the platform’s efficiency can deliver. By improving lead quality, increasing response rates and streamlining your sales process, Clay helps your sales teams close more deals and drive business growth. Companies using data enrichment have reported substantial increases in marketing ROI. By focusing on best-fit opportunities and sending relevant sales outreach, you’ll see a direct impact on your bottom line.
Ready to supercharge your sales? Getting started with Clay is easy. First, define your business goals and identify the key data points that would be most valuable insights for your team. Then, check out Clay’s pricing plans to find one that fits your business size and budget. Sign up for a trial or request a demo to try the platform. Connect your existing marketing platforms and internal systems, and start building your enrichment workflows using the intuitive interface and pre-built templates.
We've covered a lot about the importance of data-driven and personalized outreach, and how tools like Clay can play a crucial role. If you're resonating with the idea of building a more effective and brand-aligned outbound strategy for your B2B business, remember there are specialists who live and breathe this world. They can help you navigate the complexities and build a system that truly delivers relevant responses, freeing you up to focus on what you do best. Want to get started with them? Start a chat with experts at Growth Today to start packing your pipeline with better leads.
Reach out to discuss how we can help your GTM team scale with automation and expertise.
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