Build a Smarter Prospecting Engine With Clay and HubSpot

Clay is a data enrichment and workflow automation platform that connects to 75+ data providers. It lets you build prospecting workflows that automatically find companies matching your ICP, enrich contact records with firmographic, technographic, and intent data, and push qualified prospects directly into your CRM. Think of it as a programmable research assistant that replaces manual list building.

Waterfall enrichment is a technique where multiple data providers are queried in sequence for each record. If the primary provider returns a result, that data is used. If not, the system falls back to a second provider, then a third, and so on. This cascading approach typically achieves 95-97% coverage on emails and firmographic data, compared to 60-70% from any single provider alone.

Clay integrates natively with HubSpot and Salesforce via direct API connections. We build bi-directional sync workflows that push enriched data into your CRM and pull existing records back into Clay for re-enrichment. For companies using other CRMs, Clay also supports webhooks and Zapier integrations for flexible connectivity.

We build scheduled re-enrichment workflows that automatically refresh records on a cadence you define — typically monthly for active prospects and quarterly for dormant records. These workflows flag data that has changed (job title updates, company acquisitions, new funding rounds) and surface it for sales follow-up. Stale data detection runs continuously in the background.

Initial Clay workflow setup typically takes 2-3 weeks. Week 1 covers ICP definition, data provider selection, and workflow architecture. Week 2 involves building and testing the enrichment tables, scoring logic, and CRM sync. Week 3 is quality assurance, team training, and go-live. Ongoing optimization and new workflow builds continue as your prospecting needs evolve.