They’re great at coming up with ideas that just work, and the execution velocity is high enough that we see all of them through. That generates results for us.
$7.83M qualified pipeline in 10 months
Read the AirOps case study
Clay agency and Clay consulting for B2B tech companies
Clay builds that keep running after launch
Frontal is a Clay agency for B2B tech companies with a sales team, and one of six Clay Elite Studio Partners. We build the tables, waterfall enrichment, signal tracking and workflows in your own Clay workspace, write the results into HubSpot or Salesforce, and run them with your team.
Illustrative workflow
Worked with 300+ companies
I wanted the outcome of a BDR team, but more efficient and effective.
$300K+ pipeline in 9 months
Read the Teikametrics case study
The Frontal team is everything you’d want in a consulting partner: true experts with both strategic insight and hands-on execution.
20 opportunities in the first 20 days
Read the Playbook case study
Who it is for
You pay for Clay, and your reps never see what it finds
For B2B tech companies from Series A onward with a sales team that already pay for Clay, or plan to, and want someone to build in it and keep it running with them.
A hard hire
Building in Clay takes someone who knows Clay, your CRM and your data tools, and that person is hard to find.
Tables nobody maintains
A table gets built for one campaign, then goes stale because no one owns it after launch.
Data that stays in Clay
Enriched records sit in a table instead of HubSpot or Salesforce, so your reps never see them.
What you get
What we build in Clay, inside your own workspace
Everything stays in your CRM and Clay workspace. We document each table and workflow, and review what your reps use with your sales team.
Tables and waterfall enrichment
Account and contact tables that check several data providers in turn, with emails and phone numbers verified before they reach your CRM.
Signals and account research
Website visit, hiring and job-change signals tracked in Clay, and an AI workflow that researches each target account and writes the summary for your reps.
Sync to HubSpot or Salesforce
Enriched fields, account tiers and signals written into your CRM under agreed rules, so enrichment fills gaps and never overwrites a field a person owns.
How it works
How our Clay consulting works
Audit your Clay and CRM
We review your Clay workspace, data providers and CRM fields, and agree which fields routing, scoring and outreach need.
Agree the rules
We agree with your team which fields Clay may fill, which ones stay with a person and which signals should start outreach.
Build and test
We build the tables, waterfalls and signal workflows in your workspace and test them on a sample first.
Write back to the CRM
We sync the results into HubSpot or Salesforce and test each change before it goes live.
Run it or hand it over
We run and improve the workflows with your team, or document them and train your team to run them.
About 60 People asking to meet at one event
- Conference play: a booked meeting every 4th message
- Time window: 10 months
Read the case study, ChamelioChamelio
A booked meeting every fourth message for Chamelio, from one conference list
Chamelio’s CEO was running outbound himself, with good weeks and dead weeks. We built the lists in Clay around reasons to write: a company posting an in-house legal role, a general counsel registering for a conference, a competing vendor going quiet. Smartlead ran email, lemlist ran LinkedIn and calls, and positive replies went into Attio with their history attached. The conference list converted at a booked meeting for every fourth message sent.
- What changed
- When the engagement ended, the Clay tables, campaign templates, email infrastructure and lead exports went over to Chamelio’s own team.
- What we handled
- Signal research, list building and enrichment in Clay, email and LinkedIn sequences, and the handoff into Attio.
Tools
The tools we work in
We start with the tools you have and suggest a change only when it fixes a real problem.
We’re one of six Clay Elite Studio Partners, a HubSpot Solutions Partner and a Salesforce Partner.
Your options
Four ways to get the work done
Each option suits a different team. The last row says when each one is the better choice.
| Compared on | Frontal | In-house hire | Freelancer | Lead generation agency |
|---|---|---|---|---|
| Who does the work | Our GTM engineers build and run the tables and workflows in your own Clay workspace. | A GTM engineer you hire who knows Clay, your CRM and your data tools. | A freelance Clay consultant who builds one table or one workflow. | An agency team that runs Clay in its own workspace to deliver lists or meetings. |
| How fast it starts | First week: kickoff and access. Month one: audit and setup. Months two and three: launch and improve. | Once the role is hired and onboarded. | As soon as you find one and agree the scope. | Once the target list and the campaign brief are agreed. |
| What you keep afterwards | Every list, table and workflow, in your accounts and documented. | What they build, and their know-how while they stay. | What they hand over when the project ends. | The lists or meetings delivered. Ask whether the Clay tables stay in its workspace. |
| How it’s paid for | A fee agreed in a statement of work, starting with a three-month engagement. | A salary and benefits, plus the cost of hiring. | By the hour, the day or the project. | A monthly retainer, or a fee for each lead or meeting. |
| Best when | You want Clay data written into your CRM and kept running with your team after launch. | Clay is core to your go-to-market for the long term and you can hire for it. | You need one table or workflow built, and your team runs it after. | You want leads or meetings delivered and don’t need the Clay setup itself. |
The team
Who does the work
With Frontal, you get experienced people who build and run the work, using software and AI where they help.
Kenny Damian
Co-founder & Head of GTM
Kenny leads GTM at Frontal, working on outbound, account research and sales operations.
How to start
Start with a three-month engagement
We start with a three-month engagement. The scope, milestones and owners are written into a statement of work before anything starts, and ongoing terms are agreed before work begins.
First week
Kickoff and access
We hold the kickoff call, get access to your Clay workspace and CRM, and agree with you the first use case to build.
What you do One kickoff call, and access to your Clay workspace and CRM.
First month
Audit and setup
We review your tables, data providers and CRM fields, agree which fields Clay may fill, and build the first tables and waterfalls on a sample.
What you do Agree which fields stay with a person, and check the sample.
First three months
Launch and improve
In month two we sync the results into HubSpot or Salesforce and switch on the signal workflows. In month three we review with your team what the reps use, document the setup and build the next use case.
What you do Approve each change before it goes live in your CRM.
Ongoing
Talk with an operator
Bring your current setup, and we’ll walk you through how the first three months would look for your team.
What it costs
The price depends on scope, channels and volume. We agree it in a statement of work before we start.
What buyers ask
What does a Clay agency do?
A Clay agency builds and runs the work inside Clay for you: account and contact tables, waterfall enrichment across several data providers, signal tracking and the workflows that move the results on. As Clay experts, we also connect it to HubSpot or Salesforce, so the data reaches the people who sell.
Do we need a Clay partner, or can we build it ourselves?
You can build it yourselves if someone on your team knows Clay, your CRM and your data tools, and has the time to keep the tables running. A Clay partner helps when that person doesn’t exist yet, or is busy closing deals. We’re one of six Clay Elite Studio Partners, and in the words of Natasha Nema, Partner Management Lead at Clay: “Frontal has been building on Clay since the early days and is one of our top Elite Studio partners.”
Should we hire a GTM engineer or a Clay agency?
A GTM engineer or a freelance Clay consultant is one person to hire, train and keep busy. With us you get a team instead of one person, and no one new to hire. If you hire for the role later, the tables and workflows we build are already in your accounts.
How much does Clay cost to run?
Clay charges for two things: actions, the work Clay does such as running a table or calling an AI model, and data credits, which buy data from the providers in its marketplace. Its free plan includes 100 data credits and 500 actions a month. Paid plans start with Launch at $185 a month, and Clay’s CRM integrations start on Growth, at $495 a month, with 10% off on annual billing. An enrichment that returns no result costs no credits or actions. Clay bills its plan to you, separately from our fee.
How long does a Clay implementation take?
We start with a three-month engagement. In the first month we audit your Clay and CRM and build the first tables on a sample. In month two the workflows go live and sync to your CRM, and in month three we review them with your team and build the next use case.
Who owns the Clay tables you build?
You do. Every list, table and workflow lives in your accounts, documented so your team can read and change it, whether Frontal keeps running the work or you take it over later. For Chamelio, the Clay tables, campaign templates, email infrastructure and lead exports went over to its own team when the engagement ended.
How does Clay connect to HubSpot or Salesforce?
Through Clay’s own CRM integrations, or a workflow in n8n that moves the data between your tools. We agree who can change what, test each change before it goes live and keep a way to roll back, so enrichment fills gaps and never overwrites a field a person owns.
Let’s grow your pipeline together
Tell us what you’re trying to hit this quarter, and we’ll suggest where to start.