6 Ways Marketers Can Use Clay to Enrich Their Data and Create Campaigns
Data enrichment provider Clay raised $40 million in a Series B expansion on Wednesday, giving the company a valuation of $1.25 billion. If the data is truly in the new oil, Clay is starting to look like his John D. Rockefeller.
Clay has a few deals he hopes will get users excited. First, like a number of its competitors, AI and automations help alleviate the manual burden of researching accounts and leads. Second, Clay integrates with dozens of data providers, making it a one-stop shop for data.
In the world of data, speed and accuracy are essential. The sooner teams can get their hands on good quality data, the sooner they can use it, create personalized messages and reach the right people.
As Clay reached its current valuation, social media platforms like LinkedIn and YouTube began to see an influx of posts from people working in sales and startups showing how they are using Clay in their broadcast workflows cold emails.
But marketers who are turned off by cold email strategies should be careful not to group Clay with other tools often mentioned by the cold email masses.
Dig Deeper: A new technology stack for cold email delivery takes shape
Clay is a powerful data enrichment platform that marketers from startups to enterprises can use to create marketing campaigns.
Forget Cold Emails: 6 Marketing Use Cases for Clay
Account-Based Marketing
Marketers running ABM campaigns need to identify key accounts up front, which is an area where Clay can help. But Clay can also provide data to enrich the profiles of these accounts, going so far as to provide information on the tools in their tech stack, their recent funding and much more. All of this data helps marketers tailor their reach to prospects in these accounts.
Intent data
Clay has intent data to help marketers identify prospects who are actively seeking solutions. Quality intent data contributes to timely and relevant outreach, which theoretically increases engagement and conversion rates.
Content personalization
The more you know about a prospect or customer, the more you can personalize your message. Data helps you create messages that address your audience’s specific problems and challenges and gives you the opportunity to demonstrate how your products or services will provide a solution.
Audience Segmentation
What can you do in terms of audience segmentation? Let’s count the ways: by industry, company size, revenue, job title, technology use, geography and more. Clay will help you identify all the widget makers in your state and help you create personalized messages to connect with them.
Lead scoring
Your lead scoring strategy probably involved matching leads with a certain type of ideal customer profile (ICP). Clay’s data will help fill in the gaps by enriching existing data and helping develop a more accurate score, thereby increasing the chances of conversion.
Competitive monitoring
Everyone wants to gain insight into their competitors’ strategies, tactics, and performance. Much of this information can be found in data, including data you can get from Clay. With competitive intelligence in hand, marketers can tailor their marketing reach to competitive displacement campaigns and highlight their strengths and the competition’s weaknesses.
Dig Deeper: How to choose a data enrichment solution
