Play 14Inbound

Meeting Form Orchestration

Meeting Form Orchestration is an eight-step inbound play for your website, email and LinkedIn, from “Capture form submissions” to “Perform outreach”. It uses Tally, Clay, HubSpot, Slack, Instantly and three more tools.

Kenny Damian, Co-founder & Head of GTM

Motion: Inbound
Channel: Website, Email, LinkedIn
Steps: 8
Tools: 8

The workflow

Workflow diagram of the Meeting Form Orchestration play in five numbered stages: catch the form the moment it lands; fill in what the form missed; check what HubSpot already knows; qualify each path its own way; and reach out on two channels. — Open the diagram full size (1280 x 2120 px)

The diagram as text

1Catch the form the moment it lands
- Website meeting form submitted. Tool: Tally.
- Webhook into Clay (per submission): Full name, Email, Company name and Company domain. Only four fields come in. Everything else gets filled next. Tool: Clay.
2Fill in what the form missed
- Enrich missing data: Company domain, LinkedIn URL, Job title and Firmographics. With: Clay and BetterContact.
3Check what HubSpot already knows
- Company lookup (by domain): Does this company already exist in the CRM? Tool: HubSpot.
- Contact lookup (by email): Is this person already a contact? Tool: HubSpot.
- Lookup result → Path
  - Company already in HubSpot → Existing company: persona check
  - Company not found → New company: ICP check
4Qualify each path its own way
- Existing company (persona fit): Job title, Department and Seniority. The account is known. Confirm this person is someone worth a meeting. Check: Clay.
- New company (ICP fit): Industry, Company size, Tech stack and Market. Unknown account. Clay AI checks it fits, then the records get built. Check: Clay and ChatGPT. Create: HubSpot.
- Account owner checked, assigned rep notified. Tools: HubSpot and Slack.
5Reach out on two channels
- Email outreach (email): Follows up on the meeting request for every qualified prospect. Send: Instantly.
- LinkedIn outreach (linkedIn): A second touch on LinkedIn to the same person. Send: lemlist.
- Outcome: Every request routed to its owner. Tool: Slack.

The stack: Tally, Clay, BetterContact, HubSpot, ChatGPT, Slack, Instantly, lemlist.

The play in eight steps

Step 1: Capture form submissions
Add a webhook to the website form using Tally to configure submissions into Clay. Extract full name, email, company name, and company domain.
Step 2: Enrich missing data
Use Clay enrichment to fill missing fields and populate company and contact attributes including company domain, LinkedIn profile URL, job title, and firmographic data.
Step 3: Lookup company and contact in CRM
Perform company lookup in HubSpot using company domain and contact lookup using email address. Determine whether company and/or contact already exist in the system.
Step 4: Route existing companies
Run persona qualification to confirm the lead matches your ICP. Evaluate job title, department, and seniority level.
Step 5: Handle new companies
Run ICP qualification using Clay AI to evaluate industry, company size, technology stack, and market alignment.
Step 6: Enrich and create company
Enrich company data via Clay and create company and associated contact records in HubSpot.
Step 7: Assign account ownership
Check for existing account owner assignment and notify the assigned rep via Slack.
Step 8: Perform outreach
Launch email outreach via Instantly and LinkedIn outreach via lemlist for all qualified prospects.