Resource Guide
Clay Workflows
AI Enrichment

Clay Workflows for B2B Lead Enrichment: 5 Real Examples

Most enrichment tools give you a database. Clay gives you a programmable research assistant. Here are 5 workflows you can copy right now to stop manually hunting for emails, company data, and buying signals.

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Why Clay beats traditional enrichment

Traditional tools: Query one database, get whatever they have (often incomplete or outdated).

Clay: Query 50+ sources in sequence (waterfall enrichment), use AI to research what databases miss, apply conditional logic, and output only qualified leads with complete data.

It is like having a junior analyst who never sleeps and only charges you per lookup.

What Makes Clay Workflows Powerful

Waterfall Enrichment

Query Apollo, then ZoomInfo, then Lusha, then scrape LinkedIn—all automatically. Stop at the first verified result. Get 60-80% enrichment rates instead of 30-40%.

AI-Powered Research

Clay's AI agent can visit websites, read job postings, analyze tech stacks, and answer custom questions like "Does this company use Salesforce?" or "What industry do they serve?"

Conditional Logic

Only find emails for companies with 50-200 employees. Only scrape LinkedIn if job title = VP of Sales. Only score leads if website mentions "outbound." Skip enrichment steps you don't need.

CRM Integration

Push enriched data directly into HubSpot, Salesforce, or Pipedrive. Update existing records. Score leads before they hit your AE's inbox. Zero manual CSV uploads.

1️⃣

LinkedIn → Email Enrichment

Building cold email lists from LinkedIn profiles

Input:

LinkedIn profile URL (from Sales Navigator export or manual scraping)

Steps:

  1. 1) Extract profile data (name, title, company) using Clay's LinkedIn scraper
  2. 2) Find email via waterfall: Apollo → Hunter.io → Snov.io
  3. 3) Verify deliverability with ZeroBounce or NeverBounce
  4. 4) Filter out generic emails (info@, contact@, hello@)

Output:

Verified email + job title + company + LinkedIn URL (ready for cold email sequence)

Use Case:

You scraped 500 Sales VPs from LinkedIn. Clay enriches 320 with verified emails in 10 minutes. Export to Instantly or Reply.io and launch your sequence same day.

2️⃣

Company Research + Qualification

Targeted ABM with AI-powered ICP scoring

Input:

Company domain (from a purchased list, Crunchbase export, or Apollo search)

Steps:

  1. 1) Scrape company website to extract value proposition and customer types
  2. 2) Identify tech stack (Clearbit, BuiltWith, Wappalyzer integrations)
  3. 3) Score ICP fit with AI prompt: "Does this company match: B2B SaaS, 20-200 employees, uses HubSpot?"
  4. 4) Find decision makers (CEO, VP Sales, Head of Growth) via LinkedIn or Apollo

Output:

Qualified company record + ICP score (0-100) + 2-3 decision maker contacts

Use Case:

You have 1,000 companies but only 200 match your ICP. Clay qualifies them in 30 minutes, finds 3 contacts per qualified company, and outputs 600 leads—all ICP-fit and ready for outreach.

3️⃣

Multi-Source Data Aggregation

Maximizing data quality by merging multiple providers

Input:

Contact name + company name (from event attendee list, webinar signups, or referrals)

Steps:

  1. 1) Query Apollo for basic contact data (email, title, phone)
  2. 2) Query ZoomInfo for org chart position and reporting structure
  3. 3) Query Lusha for mobile number and direct dial
  4. 4) Merge results: pick most recent title, verified email, and best phone number

Output:

Single enriched contact record with the most complete + accurate data from all sources

Use Case:

Your webinar had 50 registrants but only names and company. Clay enriches each one across 3 databases, returning 45 complete records with verified emails and phone numbers in 5 minutes.

4️⃣

Intent Signal Triggers

Timing-based outreach using buying signals

Input:

Target company list (your ICP or existing prospects)

Steps:

  1. 1) Monitor hiring posts on LinkedIn (Sales roles, SDR openings = growth signal)
  2. 2) Track funding news via Crunchbase API or news scraping
  3. 3) Identify recent tool adoption (G2 reviews, case studies, tech stack changes)
  4. 4) Flag hot leads and push to priority sequence with tailored messaging

Output:

Prioritized lead list with buying signals + trigger event notes for personalized outreach

Use Case:

You track 500 target accounts. Clay monitors them weekly and flags 23 companies that just posted SDR job openings. You reach out within 48 hours with: "Saw you're hiring SDRs—we help teams like yours ramp faster."

5️⃣

CRM Integration Pipeline

Database cleanup and continuous enrichment

Input:

CRM export (HubSpot, Pipedrive, Salesforce) with incomplete or outdated records

Steps:

  1. 1) Import contacts into Clay with existing data (name, company, email)
  2. 2) Enrich missing fields: phone numbers, LinkedIn URLs, company size, industry
  3. 3) Update outdated job titles by checking LinkedIn profiles
  4. 4) Score leads based on ICP fit (company size, tech stack, job title)
  5. 5) Sync enriched data back to CRM via native integration or webhook

Output:

Clean, complete CRM records with ICP scores and up-to-date contact information

Use Case:

Your HubSpot has 5,000 contacts but 60% are missing phone numbers and 40% have outdated titles. Clay enriches 4,200 records in one afternoon. Your AEs now have complete data without manual lookups.

Getting Started with Clay

1) Sign up for Clay

Free plan includes 100 credits to test workflows. Pro plan ($149/mo) unlocks unlimited tables and 2,000 credits/month. You will burn credits on data lookups, not storage.

Try Clay Free

2) Start with one workflow

Do not build five workflows on day one. Pick Workflow 1 (LinkedIn → Email) if you need cold email lists, or Workflow 2 (Company Qualification) if you are running ABM. Master one, then add complexity.

3) Connect your data providers

Clay integrations: Apollo, ZoomInfo, Lusha, Hunter.io, Clearbit, LinkedIn, and 50+ others. Most require API keys (free or paid plans). Set these up before building workflows.

4) Test on 50 records first

Do not blow your credits on 10,000 leads before you verify the workflow works. Run 50, check output quality, adjust logic, then scale to thousands.

Learn More About Clay

⭐ Clay.com Review

Full breakdown of Clay's features, pricing, and whether it's worth the learning curve.

🆚 Clay vs Apollo

AI enrichment vs traditional database: which one wins for your use case?

Ready to automate your enrichment?

Start with Clay's free plan and test one workflow this week. Or book a consultation and we will build your first workflow together.

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Written by David Varan, founder of Sales House. These workflows are based on real implementations for B2B sales teams. Clay affiliate link included—supports this site at no extra cost to you.