--- title: "Multi-Thread Inbound Leads: GTM Play in 9 Steps | Frontal" description: "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." url: https://frontal.so/plays/multi-thread-inbound-leads updated: 2026-10-19 --- Play 19 Inbound · 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](https://www.linkedin.com/in/kenny-damian-90aba221a/), Co-founder & Head of GTM **Motion** Inbound, Outbound **Channel** Email, LinkedIn **Steps** 9 **Tools** 8 ## The workflow [![Workflow diagram of the Multi-Thread Inbound Leads play in six numbered stages: capture inbound sign-ups; enrich and normalise; qualify the account and the role; tier, then multi-thread Tier 1; reach out by tier; and alert the team on every reply.](https://frontal.so/_astro/multi-thread-inbound-leads-1280.CMlkANNA.webp)](https://frontal.so/_astro/multi-thread-inbound-leads-1280.CMlkANNA.webp) *[Open the diagram full size](https://frontal.so/_astro/multi-thread-inbound-leads-1280.CMlkANNA.webp) (1280 x 2223 px)* **The diagram as text** 1. Capture 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. 2. Enrich 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** 3. Qualify 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. 4. Tier, 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** 5. Reach 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. 6. Alert 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 1. ### 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. 2. ### 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). 3. ### Step 3: Normalize data structure Standardize columns for company name, LinkedIn URL, headcount, full name, job title, work email, and LinkedIn profile URL. 4. ### 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. 5. ### 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). 6. ### 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. 7. ### Step 7: Manual outreach for Tier 1 Perform personalized LinkedIn outreach via lemlist for all Tier 1 contacts. 8. ### Step 8: Automate outreach for Tier 2 & 3 Launch automated email campaigns via Instantly with tiered sequences for Tier 2 and Tier 3 contacts. 9. ### Step 9: Slack notifications for replies Trigger Slack alerts when contacts reply, including name, company, tier, and message content. ## Tools used The eight tools this play names. Each links to the other plays that use it. - [Clay (opens in a new tab)](https://go.frontal.so/clay) [Clay](https://frontal.so/plays?tool=Clay) - [AI Ark](https://frontal.so/plays?tool=AI%20Ark) - [Findymail](https://frontal.so/plays?tool=Findymail) - [Apollo (opens in a new tab)](https://go.frontal.so/apollo) [Apollo](https://frontal.so/plays?tool=Apollo) - [lemlist (opens in a new tab)](https://go.frontal.so/lemlist) [lemlist](https://frontal.so/plays?tool=lemlist) - [Instantly (opens in a new tab)](https://go.frontal.so/instantly) [Instantly](https://frontal.so/plays?tool=Instantly) - [ChatGPT](https://frontal.so/plays?tool=ChatGPT) - [Slack](https://frontal.so/plays?tool=Slack) ## Related plays - Play 33 Inbound · Outbound ### [Brand Mentions Monitoring](https://frontal.so/plays/brand-mentions-monitoring) 6 steps · LinkedIn, Email - [Clay (opens in a new tab)](https://go.frontal.so/clay) - [Instantly (opens in a new tab)](https://go.frontal.so/instantly) - [lemlist (opens in a new tab)](https://go.frontal.so/lemlist) - +2 more - Play 18 Inbound · Outbound ### [Product Sign-Up Outreach](https://frontal.so/plays/product-sign-up-outreach) 7 steps · Email, LinkedIn - [Clay (opens in a new tab)](https://go.frontal.so/clay) - [lemlist (opens in a new tab)](https://go.frontal.so/lemlist) - [Instantly (opens in a new tab)](https://go.frontal.so/instantly) - Play 22 Inbound · Outbound ### [Webinar & Event Attendee Capture](https://frontal.so/plays/webinar-attendee-capture) 6 steps · Email, LinkedIn - [Clay (opens in a new tab)](https://go.frontal.so/clay) - [Apollo (opens in a new tab)](https://go.frontal.so/apollo) - +2 more [All GTM plays](https://frontal.so/plays) ## Have us run this play Tell us what you’re trying to hit this quarter, and we’ll suggest where to start. 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