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🏎️ Increasing Speed to Lead w/ Clay

🏎️ Increasing Speed to Lead w/ Clay

Siri + Clay Demo, Salesforce Package, & Stats

September 17, 2024 • Estimated Reading Time: 7 minutes

👋 Hey, Claymaker!

If you didn’t catch it, I shared an Apple Siri + Clay demo on a Clay podcast that I hosted. Yup, now you can kick off Clay tables and searches via voice. 🤯

Now there’s a couple Claybooks up. The arcade style, follow along guide, are super helpful to learn Clay. I have 2 up so far:

But, for this week’s post, I’m going to show you how to increase speed to lead.

Here is the challenge:

Lead comes in
Lead is ‘scored’, though I still see many struggle with this
Lead is passed to SDR/AE
Maybe some research is done? Maybe not? Probably not…
Lead gets followed up on days later… and it’s generic…

Let’s automate all this with Clay.

This post will be high level and will follow up with a more in the weeds post later.

Why Speed to Lead Matters

Response rates. Response rates. Response rates.

Lead Stats from Chili Piper

Speed to lead matters. A lot. With modern buyers having more information than ever before, your speed allows you to differentiate and build relationships faster with potential customers. Not to mention that in today’s hyper-competitive B2B landscape, it’s important to understand the consequences of a poor customer experience. Still need a little more convincing? Let’s look at a few more hard stats that make your speed hard to ignore.

Lead Response Time (+ 12 Speed to Lead Statistics That Show Why It Matters)

And, some more data to better see this visually (borrowed from Clay’s blog post):

Overview of How Clay Integrations Work

Below is a general diagram of inputs and outputs.

Similar to how software developers have a Software Development Lifecycle, development pipelines, automations for deployments and so on… I see Clay as having similar attributes as an Enrichment Pipeline.

Ok, need some better terminology for that.

There’s a couple of different options for Inputs:

Company & People search within Clay
Native integrations to start searches (Ex. find accounts out of StoreLeads)
List inputs from CRMs
Clay’s Chrome extension
Webhooks (Ex. sending data from a web form for inbound leads)
1. Send anything in a JSON format here

There’s almost infinite outputs / locations:

Update CRM
HTTP API - to connect to virtually any service that has an API
Native integrations
Slack
Automation tools like Zapier & Make
Email sequencers
Slack

Ex. I recently built an automation that used Make.com to update my Google Contacts with enriched Leads.

This provides a TON of flexibility and extensibility for GTM Engineering.

Improving Speed to Lead with Clay

Super common use case for our customers…

One example, step by step:

Inbound lead comes in via Web Form
Lead is sent in JSON format to a Webhook in Clay
Pre-defined table enrichments automatically kickoff
Lead is enriched with research to help personalize email
AI email is generated
Data can be sent out via:
1. JSON format
2. Native integration w/ Salesforce or HubSpot
3. Native integration w/ Email sequencer
Email is sent back to contact within minutes

In visual form:

Around The Kiln

Newsletters I’m Reading:

The Sellers Daydream - learn how to have better sales conversations from stories from ancient times. A fresh take. Memorable. Enjoyable to read.
GTM w/ AI - Discover new AI tools, their case studies, and what it means for GTM.
The GTM Strategist - All things GTM strategy. Lots of awesome infographics, case studies, and breakdowns.
Clay Hacker - Up and coming Clay newsletter with great walkthroughs.