Clay

Better outcomes start with better audience data

Clay surfaces the signals that matter. Our Iron Horse team uses them to drive real pipeline. We help you build audiences that are uniquely yours, run multichannel ads against them, and get measurable results.

The audience solution

Get the data foundation to improve program performance

What is Clay?

Clay is a data marketplace and AI orchestration layer in one. It connects 150+ data providers, your first-party data, and AI agents in a single workspace, then syncs the output back into your CRM, sequencer, and other tools.

Stop stitching tools together. Clay connects every layer in one platform.

Before Clay
Intent vendor
Contact data
Enrichment
Identity
Web intent
Social data
Vendor sprawl Brittle ops Inconsistent results
With Clay
Clay
Data marketplace Waterfall enrichments AI research agent

Most ABM platforms rely on the same third-party intent data. The problem is, your competitors are working from the same data, running the same plays.

Instead, Clay surfaces inferred signals unique to your business, pulling from hundreds of sources and refined by AI. Iron Horse maps those signals to your ICP and builds the audience layer that powers everything below: your ads, ABM programs, and account follow-up.

1

Data foundation

Get accurate accounts and contacts layered from content syndication, web visits, and ad engagement, so you reach buyers who actually want to hear from you.

2

Multichannel ads

Your audiences sync daily to LinkedIn, Meta, Google, Vibe.co, and your DSPs as accounts move, delivering higher match rates and less wasted spend.

3

ABM & orchestration

Your targeting adjusts automatically as signals change, so the right play fires at the right account at the right time.

4

Account follow-up

Your reps get account dossiers built automatically and delivered where they already work, like Slack and SEP, so every conversation starts with context instead of a cold open.

How it works

Clay powers every stage of your marketing funnel

Sample Clay-enabled demand gen workflow spanning Get discovered, Get chosen, and Close & grow stages
Motion

Audience refinement

Know who's worth reaching before you spend a dollar. Clay becomes the audience layer behind your paid media and your website.

4 use cases
AUD-1 Audience refinement
Always-On

Data foundation

Your audience layer is the foundation everything else is built on. Clean your accounts and contacts, then refine them with inferred signals unique to your ICP and personas — continuously refreshed across 150+ providers, with AI surfacing what standard intent data misses.

Impact High Stage Full funnel

How it works

We start by auditing what's in your CRM and MAP today, including stale records, missing buying team members, and broken account-to-contact links. Clay refreshes the base across the right data providers in sequence, starting with what you already subscribe to, then Iron Horse works with your team to layer in inferred signals from sources third-party intent feeds don't touch, including hiring patterns, regulatory filings, public commitments, web behavior, and role-specific intent. The result is an audience layer that both Sales and Marketing agree on and can use confidently.

Pipeline impact metrics

  • Higher match rates across every paid channel
  • Inferred signals unique to your business replace generic third-party intent, creating a targeting advantage competitors can't replicate
  • Fewer dropped leads and stalled deals from missing or stale contacts
AUD-2 Audience refinement
Always-On

Paid audience refinement

Stop paying to reach lapsed contacts, existing customers, or accounts that will never buy. Clay refreshes the contact base, layers ICP and intent signals on top, and builds tiered audiences synced daily to LinkedIn, Meta, Google, Vibe.co, and DSPs with suppression always on.

Impact High Stage ToFu / MoFu

How it works

We define your ICP and the signals that actually predict buying: funding, hiring velocity, tech adoption, and third-party intent including firmographic, technographic and AI-inferred. Clay builds the audience and pushes it to your ad platforms daily, updating membership automatically as accounts move through the funnel.

Pipeline impact metrics

  • 30–50% less wasted ad spend on non-ICP accounts
  • Higher CTR and ROAS from buyer-matched audiences
  • Suppression keeps budget on accounts you care about, putting an end to the spray-and-pray approach
AUD-3 Audience refinement
Always-On

Visitor identification & retargeting

Most of your site visitors leave without a trace. Clay Website Intent identifies the companies — and sometimes individuals — landing on your site, filters them against your ICP, and routes only the worthwhile signals to your ad platforms and sales teams.

Impact Medium Stage ToFu

How it works

We deploy the pixel, build the ICP overlay so only relevant traffic reaches reps, and connect identified visitors to your CRM, paid retargeting, and Slack. Vendors, competitors, and off-ICP traffic get filtered before anyone sees them.

Pipeline impact metrics

  • Pipeline from visitors who would otherwise stay anonymous
  • Higher conversation-to-meeting rates than cold outbound
  • Better retargeting performance against real buyers across paid media channels
AUD-4 Audience refinement
Always-On

Personalized buyer journeys

One coordinated, curated journey replaces disconnected campaigns. Paid discovery, first-visit site personalization, retargeted nurture, and conversion testing all run off the same Clay signal layer.

Impact High Stage Full funnel

How it works

We map the journey for each persona and tier, then orchestrate every touchpoint. Clay audiences target the right ICP in paid, Webflow Optimize personalizes the first visit, retargeting audiences across paid media shift as the account moves, and CRO runs continuously.

Pipeline impact metrics

  • 10–20% lift in full-funnel pipeline efficiency
  • First-visit personalization lifts form conversion 15% or more
  • Lower CAC from coordinated paid, web, and outbound
Motion

ABM

Run account-based programs that adapt to what each account is doing right now, instead of a static list and a quarterly review.

4 use cases
ABM-1 ABM
Always-On

Layered signal-driven ABM

Run account-based programs that adapt to what each account is doing right now, not a static list reviewed once a quarter. Tiered orchestration like 1:1, 1:few, and 1:many with intent triggers is built in, so the right play fires the moment a signal hits.

Impact High Stage Full funnel

How it works

We build the dynamic scoring model from AI-inferred, technographic, and firmographic signals that actually predict closed-won in your data, including fit, funding, hiring velocity, tech adoption, intent surges, and champion job changes. Real-time scoring happens at the contact level and lands inline in Slack or your SEP, not in a CRM tab nobody opens. As an account moves up or down a tier, the ad audiences, content, and orchestration update automatically.

Pipeline impact metrics

  • 2x or more pipeline from Tier-1 accounts compared to undifferentiated outreach
  • Trigger-based, AI-personalized outreach converts 2–3x better than cold outbound
  • Signal-to-rep time drops from days to under an hour
ABM-2 ABM
Always-On

Buying committee coverage

Most accounts come in through one contact, then stall. Clay builds the full buying committee — champion, economic buyer, technical evaluator, and user — and routes a persona-specific message to each at the right time.

Impact High Stage MoFu / BoFu

How it works

When an account qualifies, Clay automatically builds the committee from LinkedIn, contact data, and Claygent research. We design the per-persona playbook and sequence so reps reach every stakeholder with context, not guesswork. We also enrich those contacts for paid media channels so accounts are already warmed up when reps reach out.

Pipeline impact metrics

  • 3–5x more contacts engaged per account
  • Deals with multiple stakeholders close ~35% faster
  • Fewer deals lost to invisible influencers
ABM-3 ABM
Always-On

Contact & account enrichment

Cascade across 150+ data providers so every record in your CRM and MAP is complete, accurate, and routable, with no more dropped leads or half-filled accounts. We ensure buying group contacts are complete and available for paid media and sales outreach.

Impact Medium Stage ToFu / MoFu

How it works

We design the enrichment waterfall for target audiences, including provider order, fallback rules, validation logic, and cost guardrails. It runs continuously, with new records enriched on creation and existing records refreshed on a schedule, with confidence scores so downstream systems know what to trust.

Pipeline impact metrics

  • 20–30% fewer leads dropped from missing data
  • Higher match rates for ad targeting and personalization
  • More accurate routing and scoring
ABM-4 ABM
Campaign

Competitive displacement

Technographic and AI-inferred signal data surfaces every ICP account using a target competitor. We map the buying committee, write the displacement story, and run multi-touch outreach across paid, outbound, and personalized landing pages.

Impact High Stage ToFu / MoFu

How it works

Clay identifies the target account audiences, and Claygent researches each account for key signals. We author messaging variants by persona, build the rep playbook, and run paid displacement ads with vertical-specific, personalized landing pages.

Pipeline impact metrics

  • Net-new pipeline from accounts currently using a competitor
  • Higher win rate when messaging matches the persona
  • Pipeline from deal categories that didn't exist before
Motion

Account follow-up

Give reps context before they reach out, upgrading from a static account list to a working outbound program that books meetings.

3 use cases
SALES-1 Account follow-up
Always-On

Inbound and outbound rep enablement

Enable reps to walk in with full context, not a blank screen. For outbound, Claygent builds account dossiers and persona sequences based on prioritized account readiness intent signals before reps dial. For inbound, a 30-second enrichment waterfall activates the moment a form is submitted or a meeting is booked.

Impact High Stage ToFu / MoFu

How it works

For outbound, we build the dossier templates, persona sequence library, and Day-1 email drafts informed by your top reps' outreach messaging. For inbound, Clay activates waterfall enrichment on a form submit or calendar event, posts an account brief to Slack, and writes a pre-call brief into the rep's inbox 24 hours before the meeting. Account briefs land where reps already work — Slack, SEP — instead of a CRM tab they never open.

Pipeline impact metrics

  • Pre-call research drops from 45 minutes to 3
  • 2–3x higher reply rates from context-driven outreach
SALES-2 Account follow-up
Campaign

Event & webinar-driven pipeline

Every webinar, conference, and field event becomes measurable pipeline with pre-event ICP targeting, on-site enablement, and 24-hour follow-through per persona.

Impact High Stage ToFu / MoFu

How it works

We build the attendee target list against your ICP six to eight weeks out, including speakers and sponsors scraped from event sites by Claygent. Personalized invites go out via paid and outbound. Goldcast (virtual) and on-site capture (in-person) feed engagement back into Clay. Post-event, persona-specific follow-up fires within 24 hours, with live attendees re-enriched and rescored at the contact level so the highest-priority follow-ups reach your reps instantly.

Pipeline impact metrics

  • 3–5x more meetings per event vs. a spray-and-pray approach
  • Follow-up within 24 hours, vs. the five-day industry average
  • Full attribution from first touch to closed-won
SALES-3 Account follow-up
Campaign

Direct mail & gifting

Direct mail and gifting only work when the list is right. We use Clay's layered ICP and persona signals to build precise US account and contact lists, then run digital retargeting alongside personalized direct mail or gifting. This allows reps to follow up with AI-informed, human-led emails that actually land meetings.

Impact High Stage MoFu

How it works

We start with your ICP and persona signals in Clay, then layer the inferred-intent signals that suggest readiness — job changes, hiring, web behavior, funding — to score a US-only target list. Clay automates the personalization, including addresses, gift selection, and message variants per persona, triggered into your direct mail or gifting platform. Digital retargeting runs in parallel against the same audience so the brand is already familiar when the package lands. Reps get a Slack alert when a gift is delivered, with an AI-drafted, human-approved follow-up email they review, edit, and send.

Pipeline impact metrics

  • Higher meeting rates than cold outbound or paid alone
  • Multi-touch outreach including paid, direct mail, and email lifts reply rates compared to single-channel
  • Spend lands on accounts that match your ICP, not random recipients
Your next move

Tell us what you need. We'll have it running in weeks.

Most businesses start with one use case and build from there. We'll listen to your pain points and find the right starting point for your stack.

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