Hey, GTM Engineers!
Welcome to the 2nd Edition of GEAR - GTM Engineers Accelerating Revenue.
GEAR highlights the best workflows, ideas, & creative plays from the community. This week’s GEAR is from Diana Marcela Gonzalez, a Sr. Product Growth Manager at RevPartners - a Clay Partner and HubSpot Elite Partner.
Prioritizes the right ICP, warm accounts + people
Eliminates the vast majority of grunt work for BDRs
Provides prospecting guidance to BDRs in HubSpot
Ice breaker summary
Pain point summary
‘Poke the bear’ summary
Gives BDRs time back to reinvest into prospecting
Prospecting isn’t broken, it’s just under engineered.
Today, there are too many tools, too many tabs, too much context switching, too many tasks, and too much time wasted chasing scraps of data instead of actually talking to people.
It’s not their fault.
The system is under-engineered and relies on outdated playbooks.
This is how you can build a better prospecting system with HubSpot + Clay.
Happy Automating!
Alex
P.s. give me a shout if you have a killer workflow you’d like to share!
‼ Problem
Buyers are changing how they buy, and we (GMTEs) must adjust how we help our teams go to market.
Buyers have changed their purchasing habits:
They’re even more informed (hello, ChatGPT)
Better briefed with the real tea from peers & community convos
Expect a more tailored experience because that’s what the best companies are doing.
Getting to a conversation is harder. There’s a greater expectation of due diligence. BDRs + AEs need to come in prepared to tailor.
Juggling all these steps between systems just KILLS productivity.
The result is outreach that feels cold and rushed. And buyers can tell when they’re just another name on a list.
🎯 Objective
Take away the grunt work. Codify the best practices from the best reps. Build an automated pipeline that delivers what BDRs need to stay focused on prospecting.
⚙️ Enter ‘Assisted Prospecting’ with Clay + HubSpot
That’s where assisted prospecting comes in. It cuts out the busy work, shows you the right signals, and makes it clear who to reach out to, why they matter, and when to do it.
Imagine a world where…
Prospecting teams are being fed a list of companies and contacts that are already interacting with your brand.
The lists are coming through fully enriched, signals are flowing through, and prospecting content snippets and tips are readily available to the prospecting team.
These data points are used to prioritized lists for the prospecting team based on timed relevance.
Best of all, it’s readily available within HubSpot (where the BDRs work) - powered by Clay.
🪜 7 Steps to setup Clay + HubSpot:
Step 1: Build lists based on signals
Create the Clay tables that constantly source prospects from 1st and 3rd party sources. A few examples below.
Warm Interactions:
Website visitors
LinkedIn followers or interactions
LinkedIn post interactions
Product Sign Ups (for PLG motions)
Cold Intent:
New hires
Job changes
Lookalikes
Funding rounds
‼️ Don’t shy away from building lists out of custom signals.
Step 2: Layer enrichments & AI categorization
Every single company or contact sourced goes through firmographic, demographic and technographic enrichment (if needed).
This information is then leveraged through Claygents that:
Pre-qualify for ICP: Does this company meet my minimum requirements of a good-fit prospect?
Pre-qualify for Buyer Persona: Is this a person of interest for my buying cycle? If not, let’s source more relevant titles.
Once pre-qualified, Clay validates emails, updates roles, and fills in missing details like phone numbers or other company info.
Only pre-qualified prospects make it into HubSpot.
Step 3: Automate account research & outreach prompts
Source any and all information your prospecting team is currently researching manually.
Use a Claygent to analyze buyer persona, paint points, etc and provide custom prospecting snippets for your team. We recommend these three:
Ice breaker summary: brings in context about the prospect and ties it to the product/service of interest.
Pain point summary: leverages the context of the prospect’s role and LinkedIn headline + company to weave in the pain point tied to the product/service.
Poke the bear: question to be used at the end of an outreach email in order to spark a conversation.
You’ll map these to fields in HubSpot so they show up:
Step 4: Prioritize orospects to route to XDRs
Not every account deserves the same attention. Casual website visitor does not = high-intent buyer. Layers of AI will help us filter.
First, enrichment fills in the basics: firmographics, demographics, and the right contacts so reps can multi-thread. Then scoring weighs intent signals like funding rounds, job postings, tech stack changes, or spikes in site visits.
With that data in place, accounts fall into clear tiers:
Tier 1: High-intent, worth personalized, high-touch outreach.
Tier 2: Warm, managed with light automation plus rep follow-up.
Tier 3 - 4: Lower priority, monitored or nurtured by marketing until signals strengthen.
Step 5: Send data to HubSpot + fill custom cards
Create new “Custom Cards” within HubSpot to make the information available at the Company & Contact level.
Company Prospecting Card should include:
Company Firmographics
Relevant Signals
Relevant Contacts
Previous Sales Processes
Previous Outreach & Activity
Contact Custom Cards include:
Contact Demographics
Relevant Signals
Prospecting Tips
Step 6: Create a repeatable prospecting process
Having a specific guideline for XDRs to follow or, at least reference, is underrated. Build the process right into HubSpot through:
Target Accounts, leveraging tiers.
Task assignment when new priority prospects are assigned.
Step-by-Step guides and recommendations for outreach.
Step 7: Pro tip - allow XDRs to request automated enrichments via HubSpot.
Whether it is a new event list that was uploaded into HubSpot or the renegade account that needs to be enriched - XDRs need a way to be able to do so. And now you can allow them to, directly from HubSpot, triggering a Clay table.
We call this…On demand enrichment.
You can do this to request:
Company firmographics
Contact demographics
Contact email & phone number
Account research & outreach prompts
🚀 GTM Engineering in Venture Capital
Give me a shout if you’re a VC and thinking about adding GTM Engineering into your offering / platform team. I’m working on something here in NYC that could help you.
🔥 Hot GTM Engineer jobs this week
Your gal to follow is Natalie Ho on LinkedIn. She’s in CX but also working on Clay’s Talent Network where we help match talent to companies looking to hire a GTM Engineer.
These are the hot ones this week that she’s posted about:
👉 GTM Engineer - Miro
Location: Austin
🔗 https://lnkd.in/eekZiuWF
👉 GTM Systems Engineer - OpenAI
Location: NYC, SF
🔗 https://lnkd.in/eNrXeyjc
👉 GTM Engineer - G2
Location: Remote
🔗 https://lnkd.in/er5iQzYu
👉 GTM Engineer - Pendo.io
Location: SF, NYC, Raleigh
🔗 https://lnkd.in/eR5Cpk3d
👉 GTM Engineer - Verkada
Location: San Mateo, CA
🔗 https://lnkd.in/eisAmrVx
👉 GTM Engineer - Atlan
Location: Remote (U.S.)
🔗 https://lnkd.in/eWYiSxUJ