How Clay Workflows Capture Buyer Behavior to Drive Sales Pipeline

Here’s what most buyers don’t do: raise their hand right away and then give you a big stack of money.

They do a lot of lurking first.

They click an ad, scroll a LinkedIn post, skim your pricing page at midnight, then vanish.

So if your GTM team only responds to form fills, you’re missing half the story.

That’s where a Clay workflow comes in. It catches those hidden signals and turns them into plays your team can actually run. That way, you know who’s showing interest, what they’re engaging with, and when to reach out. Teams using Clay typically handle 3x the number of prospects without adding headcount, because the heavy lifting happens automatically.

This matters because speed plus context wins deals. Clay lets you act when intent is fresh and with enough detail to make your outreach relevant. It connects HubSpot, Smartlead, RB2B, Vector, Common Room, Octave, Fibbler, OutboundSync and LinkedIn so you’re turning them into structured, repeatable plays.

In the next sections, we’ll look at specific Clay workflows, from capturing website visitors to turning ad clicks and social engagement into pipeline, so you can see how the pieces fit together.

TL;DR: How Clay Workflows Capture Buyer Behavior

• Buyers click, scroll, and lurk long before filling out a form; Clay catches those hidden signals.

• Workflows enrich raw activity (site visits, ad clicks, social engagement) into real contacts.

• Outreach triggers instantly and contextually, based on what buyers actually did.

• Everything syncs to HubSpot so sales, marketing, and RevOps stay aligned.

• Advanced workflows layer multiple signals for sharper targeting and more pipeline.

Clean, connected data is the backbone of every workflow. Here’s why consolidating your tech stack with Clay and HubSpot matters before you run any plays 👇

How Does a Clay Workflow Capture Website Visitor Signals?

Most of your website visitors will never fill out a form. Sorry marketing team…it’s sad, but true.

But that doesn’t mean they’re not interested…it just means they’re moving on before you know who they are. This Clay workflow changes that though by turning anonymous clicks into qualified leads your team can act on.

Here’s how it works step by step:

1. Track anonymous visitors. Tools like RB2B and Vector show you which companies are hitting your site, even if they don’t convert. This is the raw signal.
   
   
2. Enrich in Clay. That company data flows into Clay, where you can layer in details like revenue, industry, employee count, and decision-maker contacts. Suddenly, the anonymous visit becomes a real profile. Clay’s waterfall enrichment even uncovers verified emails for 80%+ of B2B prospects, so your team isn’t stuck guessing how to reach them.
   
   Here’s a practical example of cleaning and validating a large company list in Clay before running enrichment and outreach 👇  
3. Filter for ICP fit. Clay’s filters let you focus only on the right accounts; maybe mid-market SaaS companies in North America, or VP+ roles in RevOps. You don’t waste time chasing irrelevant traffic.
   
   Here’s a quick example of cleaning and filtering raw data in Clay before enrichment—saving time, credits, and keeping outreach focused on ICP 👇
4. Trigger outreach. When a visitor clears those filters, Smartlead can launch a message tailored to what they viewed. So, for example, pricing page visitors might get a different touch than blog readers.
   
   
5. Log it in HubSpot. OutboundSync makes sure every click, enrichment, and message is tied back to HubSpot so sales, marketing, and RevOps are all working from the same record.
   
   

The reason this Clay workflow matters is speed. You’re not waiting for a form fill weeks down the road, you’re acting the moment intent shows up. And because the outreach is based on the pages they viewed, it feels relevant instead of cold.

Here’s a playbook walkthrough of how to capture anonymous website visitors with RB2B, enrich them in Clay, qualify with Octave, and trigger Smartlead outreach 👇

How Do Clay Workflows Act on Buyer Behavior Beyond Your Website?

Not every buying signal is gonna show up on your site. 

Prospects might be clicking your emails, reacting to LinkedIn posts, joining your Slack community, or even using your product. If you ignore those signals, you’re missing out on real buying intent. This Clay workflow helps you capture them and act while interest is fresh.

Here’s how it comes together:

1. Collect cross-channel signals. Tools like Common Room track what’s happening across your ecosystem, such as Slack activity, community discussions, product usage, or LinkedIn engagement.
   
   
2. Send into Clay for enrichment. Those raw actions flow into Clay, where you can add details like name, job title, company size, revenue, or tech stack. A casual “liked a post” suddenly turns into a named contact at a qualified company. Instead of spending hours digging through LinkedIn and Crunchbase, where 60% of reps lose their time, Clay handles that research in minutes.
   
   
3. Filter for ICP fit. Clay workflows make sure you’re only acting on the right people. You can set rules like “Director+ in SaaS companies with at least 200 employees.” Everything else gets filtered out.
   
   
4. Trigger contextual outreach. Smartlead can launch a tailored message that references the specific action: “Saw you comment on our launch post, curious what stood out to you?” That context makes the outreach warmer than a cold pitch.
   
   Clean, up-to-date data is what makes this outreach work. Here’s a quick breakdown on why contextual personalization beats surface-level name drops. 👇
5. Sync back to HubSpot. OutboundSync keeps all of it tied into your CRM. Marketing, sales, and RevOps see the same timeline of activities and know exactly why that lead was contacted.
   
   

The value of this Clay workflow is personalization at scale. Instead of blasting generic sequences, you’re starting conversations that directly tie back to what the buyer just did. And because everything is logged in HubSpot, no one’s guessing where the lead came from or what to do next.

How Can a Clay Workflow Turn Ad Engagement Into Conversations?

Running ads is easy. 

It’s knowing what to do when someone actually clicks where most teams fall short. This  Clay workflow makes sure ad engagement turns those clicks into real conversations with qualified prospects.

Here’s the flow:

1. Build a target account list in Clay. Start by defining your ICP (industry, company size, geography, or role). Clay helps you zero in on the accounts that actually fit instead of wasting budget on broad, unfocused impressions.
   
   
2. Push to LinkedIn Ads and track with Fibbler. That account list moves from Clay → HubSpot → LinkedIn, so ads only show up for your target audience. Fibbler then tracks which companies are seeing and clicking those ads.
   
   
3. Enrich and qualify in Clay. High-engagement companies from Fibbler flow back into Clay, where you identify and enrich the right contacts, be it decision-makers, influencers, or buyers. You can add job titles, emails, revenue data, and more.
   
   
4. Trigger contextual outreach. With Octave, you can write a message that references the ad engagement (“Saw you check out our recent campaign; curious what caught your eye”). Smartlead then delivers that outreach at the right time.
   
   
5. Sync everything into HubSpot. OutboundSync closes the loop as each impression, click, enrichment step, and outreach attempt is logged in HubSpot for clean attribution and visibility across sales, marketing, and RevOps.
   
   

This Clay workflow is important because most ad programs measure success in clicks. This one treats clicks as a starting point for pipeline. Instead of hoping prospects circle back on their own, you’re reaching out while the interest is still fresh. That’s why multi-channel outreach powered by Clay sees 15–25% response rates, which is 5x higher than the cold outreach average.

How Do Clay Workflows Support CRM Enrichment After a Form Fill?

Form fills are awesome.

But most CRMs only capture the basics: name, email, maybe company. That leaves sales reps scrambling before a call, digging through LinkedIn or Crunchbase to piece together context. The following Clay workflow fixes that by enriching contacts automatically and dropping everything into HubSpot in one easy-to-read note.

Here’s how it works:

1. Contact fills out a form and books a call. HubSpot captures the basics: name, email, and domain.
   
   
2. Clay enriches the record. Using the email or domain, Clay pulls in details like:
   
   
   • Revenue and employee count
     
     
   • Recent funding rounds and investors
     
     
   • Company description and sales model
     
     
   • Tech stack and team breakdown
     
     
   • ICP fit score
     
     Here’s a step-by-step walkthrough of enriching booked-call leads in Clay and pushing that context straight into HubSpot for sales 👇  
3. Bundle into one note. Instead of scattering fields everywhere, Clay combines all enrichment into a single note field. That note syncs back to both the contact and deal record in HubSpot.
   
   
4. Sales sees everything in one place. When the rep opens HubSpot, they’ve got the context ready.
   
   

This Clay workflow saves about 20 minutes of prep work per lead, enables reps to start the call knowing the company’s size, funding history, and pain points, and allows enriched field stays logged in HubSpot for reporting and future use.

How Can Clay Workflows Source Leads From Reddit?

Reddit is a great place to find people talking about the exact problems you solve.

But finding those conversations manually is a time sink. The following Clay workflow turns Reddit into a repeatable lead source without burning through hours of scrolling (or Clay credits).

Here’s how the workflow plays out:

1. Set up Reddit sources in Clay. Start with a list of relevant subreddits (marketing, sales, RevOps, SaaS, HubSpot). Add up to eight keywords and eight channels per source. If you need more coverage, just create additional sources.
   
   
2. Filter posts with AI. Clay uses enrichment and logic steps to strip out low-quality signals. First, it labels each post as promotional, open discussion, or asking for help. Then a second AI step flags whether the content matches your ICP.
   
   Here’s a quick walkthrough of how to set up Reddit monitoring in Clay, filter for intent, and push qualified posts straight to your team in Slack 👇  
3. Push qualified posts to Slack. Only the best-fit discussions land in a dedicated Slack channel. Your team can quickly scan, pick the right ones, and jump in with helpful comments.
   
   
4. Engage in context. Instead of cold pitching, you join the conversation directly on Reddit. You’re offering advice in the moment instead of interrupting out of nowhere.
   
   

This Clay workflow works because Reddit sources don’t use Clay credits, so you can run them continuously without racking up spending, allowing you to meet people where they’re already talking about their pain points.

How Do Clay Workflows Capture LinkedIn Social Engagers?

Some of the warmest signals you’ll ever get are sitting right under your LinkedIn posts. 

People who like, comment, or share are already aware of your brand, which is a great starting point. This Clay workflow makes sure you don’t let those interactions slip by.

Here’s how it works:

1. Import engagement data. Drop your LinkedIn post link into Clay to pull in everyone who engaged, whether it’s reach, likes, or comments.
   
   Here’s a step-by-step demo of how to pull engagement data from LinkedIn posts into Clay and filter for ICP before outreach 👇  
2. Enrich and score. Clay adds firmographic and contact details (title, company, size, revenue) and applies your ICP filters so you only act on the right people.
   
   AI can scale your outreach, but it can’t replace the human touch. Here’s why the best outreach blends automation with personal context 👇
3. Personalize the message. Inside Clay, you can generate custom variables (e.g. referencing their role or recent activity) to make each outreach relevant. Even a short opener like “Noticed you checked out our launch post, what stood out to you?” feels natural.
   
   
4. Choose your outreach method. Push the enriched list to Smartlead or another tool for automated sequences, or keep it manual using a Google Sheet to track connection requests and replies. Both work.
   
   
5. Track outcomes. Because everything flows back into HubSpot, you know which connections turned into conversations, which ones stalled, and how much pipeline started from LinkedIn engagement.
   
   

This Clay workflow works because warm signals beat cold every time. Outreach to social engagers sees higher acceptance and reply rates because it’s timely, relevant, and low pressure. At scale, that means more conversations, stronger brand presence, and a healthier pipeline.

How Do Advanced Clay Workflows Layer Signals for Precision Targeting?

One signal on its own doesn’t always mean that much. 

A website visit is interesting, a job posting might show growth…but when you start stacking signals like those together, you start to see real intent. That’s where advanced Clay workflows come in.

Here’s how it works:

1. Combine multiple signals. Common Room tracks activity across channels: Slack communities, product usage, job postings, company news, LinkedIn engagement, and website visits. Instead of treating these separately, you can route them into Clay as one stream of buyer behavior.
   
   Advanced workflows are about timing, context, and the right buyer. Here’s a quick example of how unlocking those three pieces turns signals into revenue 👇
2. Enrich inside Clay. Each contact or account gets enriched with firmographic and contact-level data (title, company size, revenue, tech stack, funding rounds).
   
   
3. Apply ICP filters. Clay workflows narrow the list with rules you set such as “Director+ in SaaS, 200–1,000 employees, Series B+ funding.” The output is a focused list of high-fit accounts.
   
   Once you’ve identified qualified visitors, you can take it further. Here’s how to use Clay and Ocean.io to find lookalike companies and contacts for scaled outreach 👇
4. Route to the right play. Qualified contacts can flow into Smartlead for personalized outreach, get pushed to HubSpot sequences, or drop into a Slack channel for SDR follow-up. 

Advanced Clay workflows give you tight lists of prospects who’ve shown multiple intent signals. That equals higher reply rates and better conversion into pipeline. In practice, teams using this approach generate over $1M in pipeline per quarter, because Clay can research and enrich 500+ prospects in the time it used to take for 50.

Want a FREE Clay Workflow Built by RevPartners?

Here’s what you’ll get:

• Vector integration to reveal who’s on your site.
  
  
• Clay enrichment with firmographics, job titles, emails, and LinkedIn profiles.
  
  
• HubSpot automation that launches contextual outreach instantly.
  
  
• 3,000 free Clay credits to run the play live and see results.
  
  

High-fit buyers are already on your website. This workflow helps you connect with them before they ever fill out a form.

Your next deal is already on your site. Let’s go get it. 👇