Introduction

What I'm going to show you is a real implementation of automation processes within a clay, which is a tool that allows you additions to basically automate the data flow from one data source to another and basically orchestrated in a way that you can activate the data so it starts earning basically money for you generating leads opportunities and stuff, but

without any like very highly coded

About the Speaker

But like, short introduction of me.

So I took the second place in this year's Clay Cup, which is a tournament for a top in the world GTM engineer. It took part in San Francisco with a couple of eliminations.

I am, yeah, I spent five years in sales, three years with a data orchestration. and for two years I'm basically managing my own agency

where I help companies generating leads and orchestrating their data.

Credentials and Legitimacy

So maybe that's just how it looked like in terms of the clay cap, so just you know that I'm legitimate

and you can ask me basically questions about the clay or data orchestration.

What You’ll Learn

What I would like you to take out of this presentation is a little bit of knowledge about the market insights of how you should look at the market. it.

The second thing I would like you to take out of this presentation is what fundamentals you should have every time you work with data in the inbound channels and outbound channels. And then

I would like you to know how to leverage these data orchestration tools for your website visitors data.

And not only that, but also for the other intent signals that are really important to to basically map out in your sales processes to basically define when the customer is ready to buy from you, where the likeliness to talk with you is the highest.

Market Reality: Readiness to Buy

So before we start, I would like to basically show you one rule that basically tells everything about the marketing and sales in terms of readiness to buy. Because in any given time and this statistic is basically for the b2b market So maybe it's not that relevant to the b2c, but the logic is still very similar

Like typically only five to ten percent of the contacted market or any other market is open to buying In this particular period of time So what it means is that one campaign that you can do marketing campaign outbound campaign inbound campaign paid ads

whatever it cannot be only a one -time effort it needs to be a recurring effort knowing what your time is like a total addressable market and then getting back to these leads every now and then like every 30 days every 90 days every three

months like if you guys want to generate leads you need to create your visibility in order to create this visibility you need to know how many touch points you can generate with each consecutive lead which means whenever there is only 95 95 % of the market is not going to be ready to buy from you, it means that one campaign is not enough.

Targeting and Conversion Expectations

The second thing is the effectiveness of each campaign depends on a targeting. So it means if you are targeting a whole total addressable

market, don't be shocked that your campaign will generate very low conversion rates. Because it's because of the market. That's just how it works. And by contacting the entire market, low conversion will be the natural.

Education Levels and Buyer Readiness

So that's what I just said and I wanted to show you a chart Which I basically took from Alex for Mozzie. Maybe you know him, but it's it's actually very simple and it it shows you

That the market and basically did the chart like this percentages that I mentioned about They are based on the education level of each prospect and this prospects and these prospects They have either low education because they don't know what you offer basically or they are educated enough in order

to buy from you, which is a 5 % to 10%, which means in order for them to buy your solution, you need to be able to actively educate your potential customers. And how you can do that?

Two Outreach Approaches

And I have two ways of doing it, because I am focused on outbound, so I will be talking about outbound.

So you have a cold outbound and intent -based outreach. And what are the differences?

Cold Outbound at Scale

In terms of cold outbound, you build huge lists, right? Because you want to go to, let's say, every software application -based business in the United Kingdom, let's say, and you want to target every one of them.

You want to look for every available email there. You want to send lots of these emails in order to basically validate some hypothesis that you have in order to sales. But it means that you are doing massive campaigns.

But there is another way.

Intent-Based Outreach and Website Visitor Signals

you can actively create a databases that are being filled based on like this recurring monthly basis looking for the insights from the market from the intense signals from which one of them is a website visitor tracking so you can

basically look and know what visitors are going to your websites and then use this data in order to find more relevant prospects to reach out to them so you

You are looking for personas, you are looking for points of interest, you are checking the latest info about the companies to have a proper context to reach out to them, and then personalize the communication based on this data.

And usually, it's not that the one type of outreach is worse than the other.

Expected Conversion Benchmarks

There is a cold outbound, so whenever you are contacting a total addressable market, market, then you can expect 0 .1 to 1 .5%, which is the average for the industry, and that's because how the market is, right? There is only 5 to 10 % companies that are ready to buy from you.

Leveraging Website Visitor Tracking

Then for the intent -based outreach, the story is somewhat different because you want to target these top percentages of people that are ready to buy because you want to map out their basically readiness to buy so they would be more likely to interact with the messaging that you are sending to them and that's where this website visitors tracking system comes into play as one of the intent based outreach

ideas and it generates quite good conversions like from the emails we've sent and these are the example campaigns we generated like around like let's say seven percent on average and a conversion rate and these are the the campaigns that are recent.

We have way more that are somewhat more effective, but I wanted to show you the up -to -date data from, let's say, I think it was the last 30 days or something.

How the System Works

And how does it work?

Three Tool Categories: Sources, Orchestration, Activators

In terms of this intent signals, you have three types of tools that you would need to basically plug in to start playing with the data.

So you need to have a data sources, you need to have an orchestration system, and then you need to have the activators.

Data Sources: RB2B Focus

So the data sources, and for this particular scenario, will be focusing on this R B2B tool, which is one of the many that allows you to basically look for the prospects.

And there are basically two levels where you can map out this data. You can look for them at the personal level and a company level.

High-Level Architecture

So the data from R B2B will be going to the clay, and then they will be qualified, the prospects and the data and the companies, companies, and then channeled to the sequencer that will be basically contacting the prospects in your name.

Framework for High-Converting Campaigns

So there is this architecture in clay, and I told you in the beginning of this presentation that I will give you the framework that you need to follow whenever you want to create a campaign that will be converting.

Core Fundamentals: Source, Qualification, Segmentation

And in order to show you the basic fundamentals on how you should approach each campaign, it should be based on a data source, data qualification, and data segmentation. Of course, the data needs to be enriched, but there needs to be a way in order to do so.

So, in Clay, I will jump to it right now, and I will show you how it looks like, and I hope, like it's, yeah, maybe I'll just zoom in.

In Clay: Step-by-Step Walkthrough

So basically how it works, I am pulling the data with a webhook into the Clay, and we have a two types of data we have we have a personal level data which are lower bars you have a personal level data because the rb2b gives you a opportunity to find out who is in your website who looks at particular content

Using Personal-Level Intent for Contextual Outreach

and then basically knowing that someone looks at your column let's say I'm I'm selling this RevOps services. And I know that someone looks at a particular lead magnet, let's say, the automation for the events meeting system, the system that allows him or her to set up meetings

So if they're looking at this, I can send them the communication saying, hey, I see that you are taking part in many events. And I see that you are interested in our framework. Maybe you would like to talk about it. And it's an excuse, basically, to send an outreach.

Why Outreach Needs a Valid Reason

If you want to send an outreach to sell, you are not going to sell. Nobody likes to be contacted in a way that they feel like you are selling to them. But if you have an excuse, let's say that you saw that they are interested in, that you know that they are taking part in the event, right, because you mapped it out, then you are able to create way better communication.

Record-Level Qualification Logic in Clay

And on a personal level, what Clay allows you to do, it basically allows you, on a scale, to validate each record individually based on the logic that you can implement within this table.

So what I did, I got the data, okay, yeah?

One question? Yeah. Okay.

Qualification Rules: Sites, Companies, Personas

So first of all, once you have the data, like all of these in here, first of all, the company company that I worked for, they wanted only to funnel the prospects that were related to certain websites.

So I used the agent, basically, to qualify the prospects that visited only the particular websites on their very huge website structure.

So let's say they had 1 ,000 or even more substitute websites, and they wanted to qualify only the prospects that went through the qualified one.

So that was the first agent queues for this qualification process.

Company Enrichment and ICP Definition

Then what I did, I enriched the companies and then based on the data within the companies, so I have every information that is available on LinkedIn.

Then I used the qualification agent where I defined what is the ICP of the company.

I defined if this particular visitor should be contacted because there are some universities coming to our websites We don't want to contact them. There are some nonprofit organizations. We don't want to contact them either

but if there is any qualified company, then what we can do is based on a verdict of this a agent then we can push it further to analyze the person and

Decision-Maker Identification

sometimes we don't want to contact we get in contact with a a people on the lower, let's say, functionality and seniority in the organization, right?

We don't want to contact the juniors. We don't want to contact mid -level seniors, like the operational players. We want to only connect with the decision makers.

So we wanted to qualify these prospects based on their job titles, which we also did.

So in here, you can see that, for example, there is a Tyler Carey, who was one second, And you can see in here, he was a fintech risk management leader, which was defined as one of the personas.

But on the other hand, we also had a who was a purchasing someone at Dunmore International.

And these two people, based on a seniority level, were qualified based on someone that was a director or someone that was basically someone that was covering a purchasing in a particular department.

So based on that, we also qualified these people based on using AI based on this function and seniority within a company and then we qualify them for the basically adjusted outreach within the system so

Email Validation and Sequencing

then what we did we validated the email classification to validate if it's a personal email or if it is a business email it's very easy you can also use a function for that but you can also use an agent and after that went for finding

signing an email, and then also we went for using this particular prospect that was interested in this particular topic to be added to this particular set of campaigns that were relevant to this target group, this company, and this prospect.

Yes? Yeah, of course.

Compliance, Channels, and Regional Nuances

Yeah, because we are basically getting data from data sources that are publicly available. available so yeah it is yeah but this is based on the permutation so yeah you can basically get this data yeah yeah yeah yeah but I can find email and actually

yeah because there are two schools you can basically go with your way and you don't want to take part in this outbound stuff but based on this personal level data we are contacting the people from the United States because we can only

like that's the one thing that I didn't mention because the rb2b are looking yeah they don't have something like this like you are able to basically validate the people there and yeah actually it depends because we are still doing the

outbound campaigns for example like the cold email and that's okay like it depends on the industry someone are more likely to do so someone or not but like Like in this particular case scenario, we can also use,

for the outreach, you can use also the high reach, you can use the LinkedIn, which is totally available, and you can do this, like use these tools in order to basically send outreach via another channel.

So it's up to you. If you are afraid that the data that you are gathering are not from the valid source, then that's fine. Just use another channel for the outreach.

Maybe use this data in order to set up better LinkedIn campaigns, if you are not comfortable with this. Obviously, it depends on the industry.

But for example, in this RODO, if you have a good excuse in order to contact someone, if you have a good reason, it's even said in this RODO file that if you have a proper excuse

and you are basically processing this data as an administrator, you need to inform someone that you're processing this data, so you need to connect with them. So it's not clear on how to use this data, basically.

There is an addition to RODO, and I really encourage you to read through this, because we did. And there is this addition, which is called F44, which basically states that there is a, there are certain, there are just legal stuff, and I would like to talk to you in Polish about this. But yeah, it's basically possible to do so.

Personal-Level Summary and Q&A

So, yeah, that's it. And this is the personal level.

And also what this, Clay, are there any questions regarding this part? Or are we clear? Okay, let's go further.

Company-Level Logic and Use Cases

So, in terms of this system and how you can use it, you are basically using this AI for very flexible qualification of each data on a company level and a prospect level, wherever you can use this data further on.

For example, whenever you don't have any qualified prospect, then you can find a prospect within a qualified company, because we have many different use cases.

Segmentation by Company Size

And as you can see in here, based on a company level check, we can find people based and divide them into the different groups based on a company size.

If we have a smaller company, then we can look for CEO, founder, CTO, CXOs.

If we have larger companies, then we should maybe look for directors, vice presidents, heads, managers, depending on what our solution is.

From Intent to Activation: Orchestrating the Flow

So yeah the clay is basically the orchestrator.

Whenever you can map the intent then you can find the person then you can map it in the process and you can funnel it into the activation sequence where you can basically activate this data via a sequencer as I showed on this previous slide.