In recent years, marketers at large companies have faced increasingly complex challenges in managing data and optimizing campaigns. Clay.com stands out as an innovative platform that allows you to automate processes, enrich data and improve the strategies of Lead Generation, Cold Outreach and Warm Outreach. This advanced tutorial will guide you step by step in using Clay to maximize the ROI of your campaigns.
Why Clay is essential for Business Marketing
Clay combines the simplicity of a spreadsheet with the power of API integrations, making data management more efficient and scalable. With Clay you can:
- Import data from sources like HubSpot, Sales Navigator, or CSV files.
- Enrich your data with external tools (e.g. BuiltWith) to obtain deeper insights.
- Automate complex processes, reducing operating times.
- Customize contact strategies to increase conversions.
1. First Steps: Configuration and Interface
Creation of the Project
After logging in, Clay's interface looks like a dynamic spreadsheet connected to different APIs. You can start by choosing between:
- Predefined templates: Ideal for accelerating start-up.
- Empty Tables: For complete personalization.
- Existing Data Sources: Like HubSpot, Google Maps, or Sales Navigator.
Importing Data
- Select the desired source (e.g. corporate CRM or external databases).
- Apply advanced filters based on criteria such as industry, geographic location, or business size.
- View a detailed list of relevant companies and contacts.
Thanks to the integration with tools such as BuiltWith, you can analyze the technology used by corporate websites, a crucial aspect for evaluating the digital maturity of your leads.
2. Automation and Data Enrichment
Advanced Lead Classification Formulas
Clay allows you to apply formulas directly to columns to transform raw data into useful insights. For example:
IF(AND(Tech = "AWS", OR(Role = "Sales Director", Role = "Marketing Manager")), "Alta Priorità", "Media Priorità")
This formula assigns priority to leads based on the technology adopted and the role of the contact, making your Cold Outreach campaigns more targeted.
Integration with Other Tools
Connect Clay to platforms such as:
- CRM
- Email Marketing Tools
- Webflow: To create personalized dynamic landing pages (see dedicated section).
3. Case Study: Lead Generation Campaign
Imagine a campaign aimed at decision makers in SaaS companies that use cloud technologies (AWS, Google Cloud). Here's the process:
Step 1: Define Requirements
- Industry: Technology/SaaS.
- Target Roles: Sales Director and Marketing Manager.
- Objective: Retrieve verified emails for Cold Outreach.
Step 2: Importing and Filtering
- Usa Sales Navigator to identify contacts.
- Apply filters specific (e.g. company size > 50 employees).
- Integrate additional data from BuiltWith to analyze the technologies used.
Step 3: Classification
Add a column 'Lead Priority' and uses conditional formulas to segment contacts based on relevance.
Step 4: Copy Automation
Automatically generate email text with lAI integrated into Clay. For example:
- Subject: “Tailored Cloud Solutions for [Company Name]”.
- Body: Personalized based on the role and technology used.
Step 5: Export
Export the final dataset in CSV format or synchronize it directly with your CRM to start the campaign.
4. Integration with Webflow: Dynamic Landing Pages
A distinctive aspect of Clay is the ability to create personalized experiences thanks to the integration with Webflow. This approach improves lead conversion by offering tailored content.
How It Works
- Clay preparation: Generate a unique slug (e.g. company_name) for each lead.
- Creation on Webflow: Use the CMS to create a dynamic template that includes custom fields (name, role, sector).
- Integration via API: Send data from Clay to Webflow to automatically populate dynamic pages.
- Custom Links: Enter the URL of the landing page in the copy of the email.
When the recipient clicks on the link, they access a dedicated page that reinforces the campaign message.
5. Strategic Advantages for Large Companies
Using Clay offers a number of advantages to business marketers:
- Operational Efficiency: Reduce the time needed to manage data.
- Scalable Customization: Give your campaigns a personal touch without sacrificing scalability.
- Increase in Conversions: Targeted approaches improve response and conversion rates.
- Full Integration: Smooth connections with CRM and external tools optimize the workflow.
Why it can be decisive to integrate Clay with your Webflow website in 2025
Clay.com is an indispensable tool for business marketers who want to optimize complex strategies such as Lead Generation and Cold Outreach. Thanks to its advanced functionalities — from automation to personalization — you can transform your data into concrete opportunities, ensuring a competitive advantage in the global market.
If you manage large scale campaigns and are looking for innovative solutions, Clay is the strategic ally you were looking for! At Miramedia, we can guide you to go even further and integrate Webflow into Clay to automatically generate hundreds of dynamic Landing Pages to impress your audience with personalized Web Pages based on the data collected in Clay and in your CRM.