A Clay pipeline that auto-scores every inbound lead against your ICP criteria, enriches firmographic data via multi-source waterfall, calculates a revenue potential score, and routes only qualified accounts to HubSpot, with full context attached.
Most companies route every inbound lead to sales regardless of fit. Reps waste hours on leads that were never going to close. The truly high-value accounts get the same attention as the noise.
This pipeline does what a great SDR does manually at scale: pulls in every available data point about a lead, scores them objectively against your ICP, calculates their likely deal size, and only surfaces the accounts worth a sales rep's time. The rest go into a nurture track automatically.
New leads enter the Clay table via webhook from your website form, HubSpot form, or CSV import. Clay immediately enriches the email domain to pull the company name, website, and basic firmographics, preparing the record for full waterfall enrichment.
Clay runs enrichment across multiple providers in sequence: Clearbit first, then Apollo, then PeopleDataLabs as fallback. Each provider attempts to fill gaps left by the previous. The result is the highest possible data completeness without paying for every source on every lead. Fields enriched: employee count, industry, tech stack, revenue range, funding stage, HQ location, decision-maker roles.
A weighted scoring formula runs against the enriched data. Each ICP criterion contributes points: industry match (25pts), company size range (20pts), tech stack signals (20pts), role seniority (15pts), geography (10pts), funding stage (10pts). Scores above 70 are "Strong ICP". 50–70 is "Partial Fit". Below 50 routes to nurture.
Based on company size, industry benchmarks, and tech stack, the pipeline estimates a revenue potential score, a proxy for likely deal size and expansion potential. This score helps sales prioritise within the "Strong ICP" tier. A 100-employee SaaS company with the right tech stack ranks differently than a 100-person retailer.
Qualified leads (ICP score 70+) are pushed to HubSpot as contacts with all enriched fields mapped to custom properties. The ICP score, revenue potential, and scoring breakdown are written as a note on the contact record, so the rep sees exactly why this account surfaced and what to lead with. Partial fits go to a nurture sequence. Non-fits are archived.
Before touching Clay, document your ICP: which industries, company sizes, geographies, tech stacks, funding stages, and decision-maker roles qualify. Assign a point value to each criterion. This document becomes the source of truth for the scoring formula.
Create a Clay table with an email/domain column as the primary key. Add enrichment columns in waterfall order: Clearbit → Apollo → PeopleDataLabs. Configure each to only run if the previous returned null for that field.
Add a Clay formula column that calculates the ICP score based on enriched fields. Use IF/SWITCH logic per criterion, multiply by the weight, and sum to 100. Add a second column for revenue potential using company size and industry as inputs.
Add the HubSpot integration in Clay. Map each Clay column to the correct HubSpot contact or company property. Create custom HubSpot properties for ICP Score and Revenue Potential before mapping. Set routing conditions based on score thresholds.
Run 20–30 past leads through the pipeline, including known good and known bad fits. Verify scores align with your human judgement. Adjust weights until the formula reliably surfaces the right accounts. Then activate the inbound webhook.
I'll build this scoring engine for your ICP, data sources, and CRM.