Play 19Inbound · Outbound

Multi-Thread Inbound Leads

Multi-Thread Inbound Leads is a nine-step inbound and outbound play for email and LinkedIn, from “Capture inbound signups via webhook” to “Slack notifications for replies”. It uses Clay, AI Ark, Apollo, lemlist, Instantly and three more tools.

Kenny Damian, Co-founder & Head of GTM

Motion: Inbound, Outbound
Channel: Email, LinkedIn
Steps: 9
Tools: 8

The workflow

The diagram as text

1Capture inbound sign-ups
- Website sign-up form: Webhook on submit.
- Routed into Clay (every submission): Full name and Email. One person, one email. The account is still unknown. Tool: Clay.
2Enrich and normalise
- Company: Industry, Headcount, Geography and Funding. With: Clay and Apollo.
- Contact: Job title, Seniority, LinkedIn and Work email. With: Clay and Findymail.
- Standard columns: company · LinkedIn URL · headcount · name · title · email
3Qualify the account and the role
- Gate 1: Qualified or not: Clay AI checks ICP alignment for the company and relevance for the role. Dropped: Not qualified. Tools: Clay and ChatGPT.
4Tier, then multi-thread Tier 1
- Tier 1: Strong fit.
- Tier 2: Good fit.
- Tier 3: Okay fit.
- Find the rest of the buying group (tier 1 only): One sign-up becomes several contacts at the same company. Source: AI Ark, Apollo and Clay.
- Tiers 2 and 3 go straight to email
- The person who signed up
- + stakeholder
- + stakeholder
5Reach out by tier
- Tier 1: manual LinkedIn (personal): Personal LinkedIn outreach to every contact in the account. Send: lemlist.
- Tiers 2 and 3: email (automated): Automated campaigns, a different sequence for each tier. Send: Instantly.
6Alert the team on every reply
- Reply alert (slack): Name, Company, Tier and Message. Everything the rep needs to answer, in the alert itself. Tool: Slack.
- Outcome: Several threads into every top account. Tool: Slack.

The stack: Clay, Apollo, Findymail, ChatGPT, AI Ark, lemlist, Instantly, Slack.

The play in nine steps

Step 1: Capture inbound signups via webhook
Add a webhook to your website signup form to collect full name and email from every new submission.
Step 2: Route and enrich in Clay
Route webhook data into Clay for company-level enrichment (industry, headcount, geography, funding) and contact-level enrichment (job title, seniority, LinkedIn profile, work email).
Step 3: Normalize data structure
Standardize columns for company name, LinkedIn URL, headcount, full name, job title, work email, and LinkedIn profile URL.
Step 4: AI qualification
Use Clay's AI feature to evaluate company ICP alignment and role relevance, outputting a classification of Qualified or Not Qualified.
Step 5: Lead scoring
Create a Clay formula aligned with ICP criteria to assign tiers: Tier 1 (strong fit), Tier 2 (good fit), Tier 3 (okay fit).
Step 6: Multi-thread Tier 1 accounts
Source additional relevant contacts at Tier 1 companies using AI Ark, Clay, and Apollo to identify multiple stakeholders.
Step 7: Manual outreach for Tier 1
Perform personalized LinkedIn outreach via lemlist for all Tier 1 contacts.
Step 8: Automate outreach for Tier 2 & 3
Launch automated email campaigns via Instantly with tiered sequences for Tier 2 and Tier 3 contacts.
Step 9: Slack notifications for replies
Trigger Slack alerts when contacts reply, including name, company, tier, and message content.