#The challenge
The demand-generation team inherited a brand-new Clay workspace when the manager who had bought it went on extended leave, leaving them to learn the platform with no Clay expertise on staff. They were anxious about burning through a fixed credit balance — one large audience of roughly 150,000 rows nearly consumed it — and kept running into the platform's per-table row limits. Underneath that, unreliable self-reported industry data was mis-routing inbound leads across their marketing automation and CRM stack. They needed the platform to become genuinely usable for marketing, and they needed the confidence to run it themselves.
#The approach
Enablement first
Built and ran a Clay 101 training program so the marketing team could operate the platform independently, paired with credit-conscious workflow design that protects a fixed credit balance.
List building and enrichment for paid social
Sourced and enriched target lists, including large audience and holdout lists, to feed paid social campaigns and push enriched records back into marketing-automation nurtures.
Sub-vertical and strategic-account targeting
Enriched customers and prospects by sub-vertical and built strategic-account and post-event enrichment tables to sharpen ICP targeting.
Private-equity target list
Delivered a finalized target list of private-equity firms plus an 'honorable mentions' table, both scored against the company's own ICP conditions, for a strategic outreach motion.
Win-back and expansion lists
Built 'previous customers now at new companies' lists for win-back campaigns, and enriched existing-trial and current-customer lists to drive expansion pipeline.
Social listening and influencer sourcing
Configured social listening across community and review sites to monitor competitors and prospects, plus influencer identification across social channels, to surface real-time intent.
#Outcomes
A project that became a retainer
Phase one ran to completion and was followed by a six-month phase-two retainer covering nine enrichment use cases plus formal platform enablement.
Enriched lists shipped
Delivered finalized and honorable-mention private-equity target lists, contact and job-finder lists, sub-vertical enrichment and existing-trial enrichment.
Credit balance stewarded
The engagement was designed around a fixed, finite credit balance with credit-conscious workflows to avoid burn — the client's single biggest anxiety going in.
Delivery volume
Roughly 14 in-flight and three completed enrichment workstreams over about six months. This is our own time record, not a client-side measure.