Welcome back

In version 1.7 of Clay Hacker, you’ll learn how to:

1. Map your accounts and use triggers to expand accounts and opportunities faster.

2. Boost engagement with common triggers for perfectly timed outreach.

3. Build a trigger in Clay in under ten steps.

4. Preview for next week.

As you approach the end of Q3 and examine your pipeline for Q4, how can you fill the gap?

The best approach is to grow the accounts you’re actively engaged with, whether new accounts or existing customers.

This might sound all too familiar:

-You’ve spoken to a prospect, had a free trial signup, or they’re on a small plan.

-You have a good idea of the problem you can solve for them.

-They aren’t moving forward, and/or the deal size is small.

-You need to expand your sphere of influence to grow the account and opportunity.

If this is relevant to you, let’s dive into how Clay can help.

Haven’t signed up for Clay yet? Sign up for free here.

Map Your Accounts and Use Triggers to Expand Accounts and Opportunities Faster

If you want to strategically grow your accounts and expand opportunities at the right time, map them in Clay:

1. create your Company table

2. pull in or find your companies

3. import the company data you use for prospecting or use Claygent to find it

4. use this data to score and rank your accounts

Now, set up triggers: compelling events (reasons) for you to reach out instead of your email being totally out of the blue (spam).

When these triggers are activated, your top prospects receive personalized messaging immediately.

For example, job postings and career sites have always been a great place to find prospecting information. They include information about their tech stack, responsibilities, and goals.

If a company has a large number of job openings, this is an excellent sign for growth, and more specifically:

1. If a company has a large number of SDR openings, it wants to grow its pipeline, and it will need all the tools and training to do this.

2. If a company has many marketing openings, they invest in digital advertising, events, and marketing tools.

3. If a company has many training manager openings, they will create training content, need to host this content, and measure training.

Boost Engagement With Common Triggers For Perfectly Timed Outreach

Only a tiny percentage of the market is buying your solution at any moment.

Sales triggers are specific events or changes in a company's environment that can create opportunities to make a sale.

These triggers can show that a company might be more open to considering new ideas, services, or changes in their relationships with their current vendors.

Common sales triggers include:

• news

• events

• fundraising

• new projects

• role changes

• new job posts

• LinkedIn posts

• new case studies

• contact renewals

• product launches

• new market entries

• new content releases

• financial performance

• employee growth/hiring

• winning industry awards

• leadership appointments

• mergers and acquisitions

• legal or regulatory changes

• being featured on a webinar

• partnership announcements

• major industry developments

• competitor mentions or actions

• new expansions and investments

• new technology installs and upgrades

• customers/users changing companies

• reactions to LinkedIn posts (likes or comments)

Previously, you could have searched and scoured way too many different sources for all of this information, set up countless Google alerts, and used various tools and platforms.

Now, you can save countless hours by automating this research in a centralized place with Clay and reaching out at the right time—not weeks or months later.

Building a Trigger in Clay in Under 10 Steps

For this example, you want to find companies that have launched products recently, more specifically, within the last 30 days.

This way, you can reach out with timely emails, starting by congratulating them on their new product, discussing the challenges of launching new products, and explaining how your solution helps.

Step 1: You want to use new product launches as a trigger. More specifically, you want to reach out to companies that have launched a new product in the last 30 days.

Step 2: In your Company table, add a column, and add Enrichment

Step 3: Search for product launch

Step 4: Use Claygent to find all of your companies' most recent product launches within a certain timeframe (e.g., the last 30 days).

Step 5: You’ve now searched and can filter your entire territory or account list by product launches within the last 30 days.

Step 6: Add a ChatGPT column to re-write the product launch name and information into a snippet (phrase or short sentence that can be included in an email)

Step 7: Insert this snippet into your emails to key prospects at companies that have released a product in the last 30 days, along with your point of view on how you can help them.

Step 8: Run your “Product launch?” column every 30 days.

Step 9: Rinse & repeat

Here’s a great video putting this all together from Eric at Growth Engine X:

Preview for Next Week

Watch out for Clay Hacker every Friday. In the meantime, follow us on Twitter and Linkedin.

With fall being event (and football) season, Clay can help you drive prospects to your event, booth, or happy hour by automating research, including:

-scraping event speaker lists
-searching conference websites
-finding event-related linked posts

Thank you for reading,
CH