Hyper-PersonalizedOutreach at Scale

[ 00:59:14 ] Julia Nimchinski: Thank you so much for being part of it. We are transitioning to Clay Patrick.

[ 00:59:19 ] Anis Bennaceur: Shout out, to Craig.
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Patrick Spychalski: Hello! Appreciate the shout out, enjoy it’s sorry!
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Julia Nimchinski: How are you doing.
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Patrick Spychalski: Cannot complain. Yeah, solid really pumped for this one. And obviously shout out, Attention! We’re big fans of them as well over here. So it was a nice transition.
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Julia Nimchinski: Cool do you want to introduce yourself.

[ 00:59:43 ] Patrick Spychalski: Yeah, absolutely. So. I’m Patrick Spitchowski. I help out with partnerships at Clay. I’ve been there for quite a while. Had a bunch of different hats at the company, ran their Youtube and Linkedin for a while, now helping more with Enterprise partnerships.
00:59:58.060 –> 01:00:14.740
Patrick Spychalski: I also run a clay implementation agency called the Kiln, where we help other companies implement the tool. It is, as you’ll probably see in this demo a bit of a doozy to use sometimes. And so we, of course, just try to assist companies in doing so effectively. And of course, just with, with some creative ideas as well.

[ 01:00:15 ] Julia Nimchinski: Our community was waiting for this session, so can wait to get into the demo personalization at scale.
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Julia Nimchinski: Let’s prove that it’s like you don’t have to be a developer
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Julia Nimchinski: or a Phd. To do it.
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Patrick Spychalski: With clay.
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Patrick Spychalski: Yeah, I totally agree. I mean, some people might argue otherwise. I see a lot of complaints on Linkedin sometimes about how difficult clay is to use. But I think if you break it down it, it’s definitely not as tricky as people shape it out to be, and even if it is tricky. It’s it’s by design. Ultimately, like it’s, it’s a really powerful tool. And it has a lot of possibilities. And obviously, in order to have that many possibilities, not much variability. You have to have some level of difficulty to use it. So

[ 01:00:58 ] Patrick Spychalski: you know, I think, if Clay made it any easier to use. It would be a lot less powerful. And probably, you know, a tool. Not not many, not many people would be using at the time. So
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Patrick Spychalski: yeah, yeah, alright. Well, awesome. I’m totally down to get going into this if if you are

[ 01:01:13 ] Patrick Spychalski: so for those who don’t know what clay is or haven’t used the tool before. It has a wide variety of use cases. The one I’m planning on focusing on specifically for this is outbound, because I think it has incredible outbound functionality. So prior to clay.
01:01:28.910 –> 01:01:43.820
Patrick Spychalski: you pretty much had 2 options with with regards to outbound the 1st one would be hire like legions of Sdrs and Bdrs and Aes, to kind of manage your your sales function, and they’d have to manually research each prospect, find them, put them into a list, using like a Zoom info or an Apollo
01:01:43.850 –> 01:02:05.949
Patrick Spychalski: research all the different data points that you cared about manually and then manually write a message to them. Of course, like keep up with sequences over and over again, and it was just a super tedious process. So that was your 1st option. And the second option, of course, is just sending really templatized high scale volumes of emails. The problem with that, of course, is that it’s they’re generally not super relevant. The reply. Rates really weren’t there.
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Patrick Spychalski: And so in essence, Clay was created to bridge that gap. And so you can now use the tool to create these really highly personalized, highly relevant messages and send them at scale. So you can send, I mean, in theory, like thousands of them a day, and they’re all pretty hyper personalized. You’ll be able to see in just a second. So
01:02:23.980 –> 01:02:42.359
Patrick Spychalski: the the demo that I wanted to show you was actually for one of our earlier clients who was a plant store. But they were more than just a plant store. They were like a corporate plant plant store. So like they were supplying to like Google and Apple all the plants for their offices, all of the gifts for their employees. That would be plants.
01:02:42.360 –> 01:03:09.759
Patrick Spychalski: and this company would provide all of that for them. So they were not just like, you know, like a mom and Pop plant store. They were shipping out thousands and thousands of these plants to people, and they approached us, saying, Hey, we want to do a big push on outbound here. We want to show these companies that were the obvious choice for for providing plants to them. And so we decided to write some cool, personalized copy that I thought, really, Demos Clay. Well, and yeah, we’ll hop into it now. So let me find

[ 01:03:10 ] Patrick Spychalski: my chrome. You can see my screen right, Julia perfect.
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Patrick Spychalski: So you can see here that I have a set of copy. And I wanted to walk through that first, st because it’s kind of the basis for how we use clay. And so you can see here that I have a little personalization section which I’ll get to in just a second. But I wanted to quickly walk through the copy and how it works. So you can see, I have 4 emails in the sequence here and in these brackets I have quite a few personalizations. So I have this 1st line. That’s a personalization. And if you go to the personalization section here, you can see
01:03:40.410 –> 01:03:49.039
Patrick Spychalski: this is a trigger based personalization line. So if the company’s hiring, we have a line for that. If they’ve raised funds, we have a line for that. If they have headcount growth. We have a line for that.
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Patrick Spychalski: Then it transitions into a quick value. Prop, just saying, Hey, we provide employee plan gifts that elevate the vibe of a workspace, etc.
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Patrick Spychalski: And then this 3rd line is pretty much just saying, Hey, because your company is focused on X mission. Maybe you could gift employees a plant. And this is like a plant that in a really vague.
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Patrick Spychalski: interesting way, ties into their value prop. And so obviously, it’s kind of like a it’s a funky line. But we figured we would just be like, Hey, since you know, Apple provides like super aesthetically pleasing products. Then you can provide this plant, because it’s like known for its beauty or something right? And so the the idea was just to have like something that would capture their attention. And then we, of course, offer them a plan consultation. And I won’t go into all of these different emails. I think you kind of understand the point, which is, we have all these personalizations.
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Patrick Spychalski: and we have to in some way figure out a way to send all these messages at scale programmatically, instead of having Sdrs. Send this thing over and over and over again, and take, like, you know, months to do it. So
01:04:46.560 –> 01:05:10.879
Patrick Spychalski: I have a clay table right here. Again, for those who have not been into the tool before. The idea with clay is, it’s this huge spreadsheet, and it has a bunch of integrations and those integrations could be a variety of things. It could be data providers that help you find more information on prospects. They can be AI agents that can go find a bunch of information on companies by scraping the web, and you can also use chat, Gpt at scale to like
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Patrick Spychalski: pretty much, provide you a word output that we can then use for personalization. And so there’s a ton of functionality. But the idea is like, if you’ve used something like Zapier before it kind of works in that way in which you are able to sequence different automations and different data providers to find things, then, of course, sequence that into a high scale campaign.
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Patrick Spychalski: And so you can see, we have all of our prospects in this list here.
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Patrick Spychalski: and the idea is we have to go fulfill all these personalizations that we found in this earlier copy. In some way. And the way you have to think about it is all of these personalizations require data about the company. So like, for example, this personalization line we need to figure out is the company hiring? Have they raised funds? Have they had headcount head count growth. Right? So that’s something we have to find out and play. And then, based on that outcome create a personalization in the tool.

[ 01:05:56 ] Patrick Spychalski: And so, going back to here. We do quite a few things in clay with these prospects, and I’ll kind of walk through a few of them briefly. So the 1st thing is that we wanted to figure out the company’s description. That was quite easy to do. We have this tool called agent within the tool
01:06:12.570 –> 01:06:35.520
Patrick Spychalski: that allows you to prompt an agent to go find information on the company that you’re you’re reaching out to. So you can reference a column, for example, the company, URL. You can see it. References the column for each row, and you say, visit the website of this company give me a website of what the company is good at doing or trying to achieve. We give you some examples of what it should output, and you can see here it output this right here
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Patrick Spychalski: and that was able to fulfill us the mission segment of our copy. So going back to this you can. We now have, you know, because company name is focused on this mission. This mission part has now been found in clay, and we can then go put it into our email campaign.
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Patrick Spychalski: So now we had use another integration to
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Patrick Spychalski: get the Comp get the company’s mission that we output right here. And we said, Here’s a list of plants that Horty provides to their to their customers.
01:07:02.580 –> 01:07:31.259
Patrick Spychalski: based on the Company’s mission. Pick one that most represents the Company’s mission and tell us why. So like again, a very interesting way to do outbound I wouldn’t recommend it for most things outside of a plant store, but it worked. In this case it got us a ton of positive responses. But the the point is it output at a plant? You can see here, I’m not even gonna try to pronounce that plant name because it thrives on minimal care analogous to cost efficiency and streamline Sas management, which, of course, is related to the Prospect Company, and so

[ 01:07:31 ] Patrick Spychalski: just like you would use chat, gpt, you can use it at scale and clay, and you can reference a full column at a time. So you can see there’s 500 rows here, and once we run this, it creates a personalization for all 500 rows.
01:07:42.020 –> 01:08:10.959
Patrick Spychalski: There are a ton of data enrichments within the tool. One of my favorites is the Enrich Company integration. If you want to enrich anything in clay, just click, add enrichment. You can type in any data point you could possibly want. So like work email work email pop up, we wanted to find fundraising fundraising will pop up. You get the general idea. But my favorite is the one of my favorites is the Enrich Company integration, because it gets all of the company’s linkedin data and puts it into a clay table for you to use. All it requires is you throw in the company, Linkedin URL, which you can source using clay.

[ 01:08:11 ] Patrick Spychalski: And then when you click on a result, here you have all of the company’s linkedin data just like anything you could possibly need from from the business, which is, of course, super helpful for a variety of reasons.
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Patrick Spychalski: So now that we’ve created a few of these personalizations in our initial table. We, of course, have to find people that actually work for these companies. Obviously, like you need to email somebody you can’t just like, you know, email, a company, or at least I wouldn’t advise it for most cases.
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Patrick Spychalski: So what you can do is you can actually find people using clay so if you wanted to and type in, find people.
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Patrick Spychalski: And you can see this find contacts a company. You can click, save results in a new table. And just like if you were using something like Apollo or Zoom info. You have a ton of filters as to how you can find people, and it scrapes the company’s linkedins. If you want to find people that work at the companies, and it finds people that fit certain criteria so you could throw in like founder CEO president to the job title section, and it will populate those people here.
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Patrick Spychalski: So I did that. And you can see here we have a list of people who work for this company that fit our Icp. So we wanted to find people in marketing or brand that would be in charge or potentially in charge of buying plants for their their customers so hr for for their employees sorry, and so Hr. Is another one that we tried to target a fair amount.
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Patrick Spychalski: Once we find those people which is completely free to do and play, you don’t even really need to pay for like a paid plan to do this. You then have a ton of information on them. So you have their full name, their 1st name, their last name and job title, a ton of information. We have all these personalizations that we created. And now we can find their email accounts.
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Patrick Spychalski: We can make sure all their company names are normalized and their location that they’re based in is normalized, and you can add them to a campaign. So I wanted to show you an example of what this looks like. This is a tool called smartly. We use this a lot to send outbound at scale. And once you set up the entire play table.
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Patrick Spychalski: You now have just thousands of these emails created automatically and smartly. So hey? Congrats on the recent round, bigger with new team members comes an opportunity to welcome them to brand yourself, which is the company in this case, in a unique way.
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Patrick Spychalski: We provide plant gifts. Here’s a value prop, because the brand yourself is focused on providing online reputation management services. Maybe could gift employees this plant because it thrives in various conditions, adapting much like online reputation strategies. And then the consultation. You can see we have this for.
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Patrick Spychalski: of course, all of the emails and all the personalizations. And so this table, I think, took me like an hour and a half to set up, and it can now send out 500 super personalized emails. Or I guess as many as you’d like as many people as you want to add to the table.
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Patrick Spychalski: Obviously, as you can imagine, doing this normally would take.
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Patrick Spychalski: I don’t even know how long, like
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Patrick Spychalski: Weeks, probably to do all the research and to to come up with a plan to to suggest to them, and a reason why, and it just it’s all done automate in an automated way. And so at my agency, we’ve been doing this for our clients, and in the past year. We’ve generated, I think, around like
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Patrick Spychalski: 80 million in pipeline for them. Just using these methods and obviously running that this level of
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Patrick Spychalski: campaign scale allows for that really easily, and it takes a lot less time to do so. So yeah, anyway, that is kind of the high level on clay. Obviously, if you have any questions happy to answer, and hopefully it was not going too fast. There.
01:11:18.900 –> 01:11:27.729
Julia Nimchinski: Oh, this is fascinating! Patrick. Immediate question from Hector here. Ask Clay better or different than lavender. AI.
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Patrick Spychalski: I’m sorry. What? What is it? What is it? The tech.
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Julia Nimchinski: Lavender, AI.
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Patrick Spychalski: So lavender is actually integrated with clay. So a lot of the data enrichment stuff that they that lavender does. I believe it directly integrates with clay. So you can think of Clay as an aggregation of of tools as opposed to a tool in itself. So if you actually go here. And you click! Add enrichment. You’ll see that there are a ton of companies here that enrich with clay. I think Lavender is one of them. Maybe I’m super wrong. But let’s see, yeah.
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Patrick Spychalski: here we go. We have lavender right there. So like clay is an aggregation of all these tools, it’s not necessarily just a tool in itself. So the idea is, you cannot get better data than Clay has, because it’s using every data provider. And if even if the data providers aren’t in the integration section. You can connect the Api using this Api integration they have and connect it yourself. So like
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Patrick Spychalski: in theory, as long as there’s a data provider with an Api play will be able to put. Put that in their table and aggregate it in a in a clean way.
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Julia Nimchinski: Loria is asking, Can you elaborate how the email addresses are found? Please.
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Patrick Spychalski: Yeah, for sure. So I’ll go to this table really quickly.
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Patrick Spychalski: Clay has this incredible feature called an email enrichment waterfall. And so the idea behind it is if you click on enrichment and type in work email.
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Patrick Spychalski: it asks for a few pieces of data. The 1st thing is the person’s Linkedin profile, their full name and their company domain.
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Patrick Spychalski: And what you’re able to do is we have in this case 7 data providers that we’re using. And the idea here is, first, st we’re gonna look for their email with this data provider. If it can’t find it, then it goes to this data provider. So on and so forth, and it only spends the amount of credits it takes to find it in one of them. So you’ll see here
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Patrick Spychalski: that it only like, let’s say it finds it on the 1st try using find email. It’s only going to spend 2 credits. But let’s say it goes all the way down to this one, it still only spends 2 credits. So if it finds an email, you spend credits which essentially like plays like currency for for finding data, and if not, then you don’t have to spend anything. And the beauty behind that is, you get super super high data coverage without spending any additional money on having to find emails. So anyway, you put in that information, you click run, and you can kind of see how it operates here.
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Patrick Spychalski: It looks for the email here first.st If it finds it, then it stops running any of the further integrations, and if it doesn’t, it goes down the line until it finds something, so that in this case the last one, it found people’s emails. And in this case it found it kind of in the beginning. So that’s kind of the idea behind it.
01:13:50.460 –> 01:13:52.230
Julia Nimchinski: Another question from Hector.
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Julia Nimchinski: How can Clay help me find my next role within target companies by tapping into the hidden job market?
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Patrick Spychalski: Yeah, so Clay actually has this really cool functionality called find jobs. And so I’m pretty sure if I just type it in here.
01:14:07.400 –> 01:14:19.969
Patrick Spychalski: you can find actually all of the possible job openings that are existing on Linkedin for any given company or any given space. You can see. You can even include keywords and job description, location, job, type, recruiter, etc, and import those all into a table.
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Patrick Spychalski: And of course there is a ton of outbound possibility. There you can find the founder of the company, or the or at least like the decision maker for that particular job of the company, and then run an outbound campaign at scale and increase your likelihood of finding a job vastly. If you don’t want to take that approach, and you want to find kind of like off market or off job listing jobs. You can just like, import a list of companies that you find to be interesting and then just cold. Sell yourself to the person running the the department that you’re reaching out to. And I’ve actually.
01:14:48.450 –> 01:15:08.679
Patrick Spychalski: I have a few friends just like not in the space who have looked for jobs. And I’ve gotten them jobs using this method within like a few hours, like of just work. So I can guarantee you it does work if done correctly. A friend 2 days ago did it. And 1st email she sent worked so like it. If done correctly. Can can yield some great results.
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Julia Nimchinski: Oh, Loria!
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Julia Nimchinski: What about data? Privacy.
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Patrick Spychalski: As you said, data pricing.
01:15:17.600 –> 01:15:18.410
Julia Nimchinski: Privacy.
01:15:19.110 –> 01:15:44.060
Patrick Spychalski: Privacy. All of the data that we use are aggregated by data providers that are, of course, following all of the data privacy laws that are, you know, they’re required to follow. And so any sort of data that isn’t allowed to be accessed. For example, a Linkedin private profile. You, you can’t access. All of this data is found just through public information. Somebody registers for a software that software says, Hey, you’re giving us you’re giving us permission to
01:15:44.060 –> 01:15:52.569
Patrick Spychalski: share your contact information that contact information gets shared with the data provider and then Clay accesses that data provider. And so that’s kind of the the general idea behind the privacy, aspect.
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Julia Nimchinski: Question from Nathan. Could you clarify the personal personalizing data points? Is it just funding and hiring? Can it scrape Linkedin for recent posts or live news articles.
01:16:06.060 –> 01:16:26.659
Patrick Spychalski: Yeah. So Clay. And this is maybe gonna sound like a crazy statement. But as long as the information about the person or company that you’re looking for is publicly available online. There is a way to find it in clay. And so I would say, the one of the tough parts about using clay. And actually, a lot of the reason people would bring us on as an agency sometimes is because
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Patrick Spychalski: the possibilities are so vast that you kind of need somebody who’s used the tool quite a bit to understand how much you can do with it. So like, for example, I’ll just do something random here, and it’ll probably take a second for Collagen to give me the results here. But let’s say I wanted to find the link to the contact page of the company’s website. I could just go ahead and say, like.
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Patrick Spychalski: Find me, the contact page for company names website.
01:16:52.600 –> 01:17:00.080
Patrick Spychalski: Here is is their site and then throw in the company’s URL,
01:17:00.520 –> 01:17:05.910
Patrick Spychalski: and then I can just say, output just to the link, nothing else.
01:17:07.560 –> 01:17:24.920
Patrick Spychalski: and not spell. There we go, and then I can also even output this response to just be a URL, and when I save it and run it, it can go find that information, and it’ll probably take a second to load, but as I answer questions, you’ll see. This eventually ends up loading. The the idea is the enrichment. Capabilities are pretty much whatever you want them to be like
01:17:24.940 –> 01:17:38.369
Patrick Spychalski: again, as long as it’s able to be found somewhere. It might take some prompts tweaking so like, if you tried the 1st time, especially using a tool like Colligent, the AI agent. It might not happen the 1st time, but keep prompting it and keep persisting, and it will probably find it to a point. Where it’s pretty accurate.
01:17:39.990 –> 01:17:44.620
Julia Nimchinski: Next question, what about go? High Level integration? Is it coming.
01:17:45.882 –> 01:18:01.420
Patrick Spychalski: I don’t. I think they haven’t launched it yet, but, given that, I work there. I usually have some insight as to what they’re launching, and I’m pretty sure that’s coming soon. So I’m pretty sure it’s on the docket. It’s not out yet, it seems. But stay tuned pretty sure it’s coming.
01:18:02.880 –> 01:18:10.659
Julia Nimchinski: Next one. How Glyde is different, or has unique features that.
01:18:11.220 –> 01:18:16.350
Julia Nimchinski: Wait a second. That just trying to make sense of this question.
01:18:16.640 –> 01:18:21.509
Julia Nimchinski: So basically, what’s the difference between clay and factors.ai.
01:18:22.630 –> 01:18:42.029
Patrick Spychalski: I’m somewhat familiar with factors, I believe. Correct me if I’m wrong and like actually do, because I’m not completely familiar. But I’m pretty sure factors is more of like an AI Sdr function. And if that’s the case, Clay doesn’t really do that per se. Clay is more of an automation tool that you use to find data and then action upon that data to send somewhere else.
01:18:42.398 –> 01:19:05.950
Patrick Spychalski: So like outbound is only really one of its use cases there is like inbound. There’s Rev. Ops use cases. I would say clay differentiates in the sense that it’s it’s mostly I I’d say it’s less AI heavy than I remember factors being. I’ll have to do some research on the tool itself. But I I know it’s vastly different than factors. I’m just not sure exactly what factors does like. I remember seeing it and being like, I think it’s like an aisdr function. But anyway.
01:19:06.790 –> 01:19:07.460
Patrick Spychalski: that answers.
01:19:07.460 –> 01:19:07.790
Julia Nimchinski: Transfer.
01:19:08.800 –> 01:19:14.479
Julia Nimchinski: The question is from Claudia, what is the accuracy? And is clay affordable for small businesses?
01:19:15.731 –> 01:19:26.650
Patrick Spychalski: I’ll answer the accuracy question first.st depending on what data provider you use. It’s it goes all the way from super accurate to somewhat accurate, so colligent. This thing I use right here.
01:19:26.910 –> 01:19:46.700
Patrick Spychalski: You can say, oh, this is probably the least accurate way to find data that play has. And that’s because you’re using an AI agent to go find information. And of course, sometimes it will hallucinate. And so I mean, obviously, it probably found the contact page pretty well. It’s not a super hard task. But when you go to have it find, let’s say, more difficult tasks. For example, one of our clients wanted us to find.
01:19:46.700 –> 01:20:01.289
Patrick Spychalski: like the verbiage on the call to action button of one of their forms on their websites. For all their their prospects. It gets a little bit more difficult. Sometimes it can end up outputting at like 70 to 80% accuracy, which in which case, of course, you don’t want to be completely relying on for an outbound campaign
01:20:01.550 –> 01:20:26.080
Patrick Spychalski: for the affordability aspect. Clay has a bunch of different plans. It really depends on what you want to get done. The plans range from free to $800 a month. I believe the pro plan, I would say definitely, don’t get until you’ve used the tool a little bit and understand how it works, because burning credits is essentially clay works on a credit system and burning credits is quite easy to do when you’re when you’re using in the beginning. I think the lowest plan is, I can go check real quick. And actually, we’ll just.
01:20:26.830 –> 01:20:28.130
Patrick Spychalski: We’ll just figure it out.
01:20:28.760 –> 01:20:47.729
Patrick Spychalski: The lowest plan is 134 a month, and that gets you quite a few credits to toy around with, and most of the feature functionality that you would use. That you would need to use it in the beginning. So I’d say it’s pretty affordable. I mean. Given the I’d say, the way in which to determine whether clay is worth it. For you, particularly with outbound
01:20:47.810 –> 01:21:16.560
Patrick Spychalski: is to kind of do a calculation like, how high ticket and item, do I have is it worth doing outbound for? Right like, if if you’re selling something that’s like a $10 a month software, maybe doing outbound is not the best approach, because you have to send so many emails for that to work. Getting a positive response, maybe one in every 101, every 200 emails. The amount of claim return that’s gonna take is probably a negative value. Return. If you’re selling a really high ticket item, and your tam is somewhat large. I would highly recommend using something like clay, because the return is pretty pretty great.
01:21:18.170 –> 01:21:20.430
Julia Nimchinski: I’m on a question from Brendan here.
01:21:20.680 –> 01:21:29.360
Julia Nimchinski: He’s an existing clay customer and sees huge potential to scale, outbound as described. But there is a steep learning curve to fully wield
01:21:29.520 –> 01:21:43.200
Julia Nimchinski: it is a direct seller. What is the best way to get training or help getting started or creating some workflows, for example, going from a list to some persona or industry based outreach sequence template.
01:21:43.350 –> 01:21:50.639
Julia Nimchinski: and then using AI to personalize, as Patrick just showed, super cool. But I’m not confident I can replicate it.
01:21:51.210 –> 01:22:16.030
Patrick Spychalski: Yeah. So, as I mentioned before, clay is a pretty tough tool to use relative to a lot of the sales tools out there completely acknowledge that. However, I would say the learning curve is worth it. Once you become of course, like, you know, expert, not even expert, but is even sufficient at the tool to answer your question. In my opinion, the best way and the most accessible way to learn it right now is, clay has a university it’s called Clay University, and it is
01:22:16.366 –> 01:22:35.279
Patrick Spychalski: incredible resource for learning how to use clay. So you have an intro to the tool. There are a ton of different courses on how to use clay. So for inbound outbound research, Crm enrichment, I mean, the possibilities are pretty endless with the amount they can teach you here. So like there’s a ton of information. They did a great job, and they’re working on it even more. I would probably just use this because it’s free.
01:22:39.080 –> 01:22:49.290
Julia Nimchinski: Question from Hector. How can Clay help me get a response from target investors for client companies seeking investment to fund their growth.
01:22:50.040 –> 01:22:52.429
Patrick Spychalski: Could you say that one more time? I didn’t hear the 1st part of it?
01:22:52.430 –> 01:23:01.560
Julia Nimchinski: Yeah, how can play? Help me get a response from target investors for client companies seeking investment to fund their growth.
01:23:02.270 –> 01:23:23.180
Patrick Spychalski: Yeah, I mean. So the short answer would be to gather a list of potential investors that you’d like to reach out to. Of course you can use clay to do this, or you could even just find another resource to find these investors. I’m sure there’s directories all over the place with the investors you’re potentially looking for. I would then import them into a clay table, and then from there write, copy that you feel like is a an enticing
01:23:23.180 –> 01:23:39.520
Patrick Spychalski: pitch for your product or service. You could, of course, include a pitch deck if you wanted to. Maybe you just want to shoot them with like a quick intro email. I’m not really sure what the approach you’d like to take. You could, of course, do the more direct approach which is like, here’s a pitch deck. Let’s talk, or you could do another like kind of nurture sequence. That’s just like, let’s connect.
01:23:39.600 –> 01:24:01.818
Patrick Spychalski: you know, and then kind of like build a relationship from there. So using the same steps that I used in this, probably a little less complex than this would have to be, but, like the the idea is really just. Import. A list of investors enrich them. For whatever data you need to create, like a personalized 1st line is probably be my best advice, create a personalized 1st line using chat gpt, and then sequence that to a tool like smart lead.
01:24:02.180 –> 01:24:10.220
Patrick Spychalski: I know that was like a lot, and it’s just difficult to explain something in like such a short period of time. But the idea would would be to use clay in that sense.
01:24:11.430 –> 01:24:17.209
Julia Nimchinski: Questions coming, Anna, can it find my Icp based on multiple variables?
01:24:18.470 –> 01:24:27.150
Patrick Spychalski: Yeah, so I can kind of show you how clay sourcing works. Clay has this incredible sourcing mechanism. So if you click, create new. And then table.
01:24:27.270 –> 01:24:41.369
Patrick Spychalski: There are a ton of different places. You can find data from. You can find lookalikes of existing companies that you might want to find lookalikes, for you can scrape companies from Linkedin. You can find companies based on their tech stack. You can find local businesses by scraping Google maps.
01:24:41.370 –> 01:25:01.360
Patrick Spychalski: But let’s just say you’re for your example. Your Icp is on Linkedin. You just click find companies, and you can filter by a variety of things industry where they’re located. Company size keywords in their description. And you can import them all from there. So there’s quite a bit you can do and you can, of course, filter down even further. Once you start enriching them in clay and then filtering down, based on that original list.
01:25:04.350 –> 01:25:13.169
Julia Nimchinski: Let’s transition to some pre-submitted questions here. Can you share how clay integrates with existing Rev. Ops tools to streamline workflows.
01:25:14.040 –> 01:25:31.440
Patrick Spychalski: Yeah, so I guess some of the Rev. Ops tools that pretty much anybody can relate to essentially would be like the Crms. And so I’ll show you a cool idea or cool, like a concept generally as how you connect those. I’m gonna hop into my own workspace to do this because I know I have salesforce account here somewhere.
01:25:31.580 –> 01:25:42.620
Patrick Spychalski: Alright, I’m gonna pull up a random campaign. It doesn’t really matter, because I can just show you how it all connects. So we have a list of people, a list of companies here. Let’s say we want to add them to salesforce you. Just click, add enrichment type in salesforce.
01:25:43.670 –> 01:25:50.459
Patrick Spychalski: And this is this goes getting kind of into another use case of clay, which is like incredible salesforce integration. And you can click, create record.
01:25:51.090 –> 01:25:53.140
Patrick Spychalski: See, I have my salesforce account already created.
01:25:53.560 –> 01:25:57.890
Patrick Spychalski: and we can go down to our salesforce object. In this case we’re having companies, so we can click account.
01:25:58.030 –> 01:26:08.472
Patrick Spychalski: And then you can actually map out every single column from this list into your salesforce. And so, for example, account name you just throw in the company name column, which I guess would be this in this case.
01:26:08.760 –> 01:26:23.780
Patrick Spychalski: And you can do this with every data point that you could possibly want. So you can enrich every single salesforce record you have, because you can actually import records from salesforce as well. If you go down here, import records from the salesforce list. You can then import them, enrich them for whatever you want, and then re upload them.
01:26:24.049 –> 01:26:50.760
Patrick Spychalski: You can clean up data. You can normalize data, you can delete contacts that are outdated and not necessary to you anymore. It’s an incredible Rev. Ops tool, and Clay’s kind of pushing that idea a lot more heavily now. They started with outbound, but they kind of realize, especially with more mid market. To enterprise companies, revops is really where it it stays strong. And so our agency’s been doing a ton of more. Rev. Ops work. Clay’s been pushing the Revops idea a lot, and it’s incredible for it like it keeps your salesforce just perpetually
01:26:50.850 –> 01:26:54.440
Patrick Spychalski: free of bad data, which is like obviously an incredible value prop.
01:26:56.390 –> 01:27:01.310
Julia Nimchinski: Other teams balance automation with authenticity in average using clay.
01:27:02.570 –> 01:27:24.239
Patrick Spychalski: Yeah. So that’s a very good question. I think that a lot of people see clay as a tool to just spam emails with like some small degree of personalization, without actually adding any value, and I cannot emphasize enough how important I think it is to find messaging that works on a small scale before using clay like. In my opinion, Clay is far, far better
01:27:24.240 –> 01:27:44.610
Patrick Spychalski: for high scale campaigns. Only if you have messaging that’s already working for like an Sdr. Team, for example, like, if you’re Sdr. Sending a really authentic resonant message with your audience, figure out how to replicate that in clay and then send it at scale. It’s really not a way to just be spamming prospects with just like one personalized 1st line that has no relevance to your value prop, or to their company?
01:27:44.939 –> 01:28:04.630
Patrick Spychalski: So I I would just emphasize that importance. It’s like a lot of people see Clay, especially when they see Demos of it on Linkedin is like this magic tool. As to how you you can just like immediately have incredible outbound. But it’s it’s really just a way to scale good strategy. So if your strategy sucks, you’re scaling a bad thing, it’s not gonna work. Still, so definitely worth noting.
01:28:05.800 –> 01:28:13.889
Julia Nimchinski: Which we can go. Go on and on and on. Sandra. You mentioned that clay works with salesforce? Does it also integrate with Hubspot.
01:28:14.390 –> 01:28:29.050
Patrick Spychalski: Yes, it does. I would argue. Their hubspot integration is actually better than their salesforce one, because it’s has a create, an update function in the same in the same integration, which I think is incredible. But yeah, it’s it’s really great. It it does the same stuff that it does with salesforce, with Hubspot.
01:28:31.110 –> 01:28:31.830
Julia Nimchinski: Or
01:28:34.740 –> 01:28:39.959
Julia Nimchinski: How does Clay ensure hyper personalized outreach without losing scalability?
01:28:41.270 –> 01:28:42.590
Julia Nimchinski: You kind of show that.
01:28:43.950 –> 01:28:45.800
Patrick Spychalski: Yeah, without losing scalability on that.
01:28:45.800 –> 01:28:46.500
Julia Nimchinski: Yeah.
01:28:46.840 –> 01:28:55.770
Patrick Spychalski: Yeah, I mean, I’d say Clay’s entire function is to scale hyper, personalized, outbound. And so I feel like that. Yeah, I don’t know I feel like the demo kind of showed that.
01:28:56.010 –> 01:29:01.479
Julia Nimchinski: Yeah, what’s the most creative use of Clay’s AI agent you’ve seen in outreach campaigns.
01:29:01.690 –> 01:29:07.493
Patrick Spychalski: Oh, that’s such a good question. I’m trying to think of some stuff that we’ve done recently. That’s been really cool.
01:29:08.520 –> 01:29:09.590
Patrick Spychalski: man.
01:29:10.860 –> 01:29:16.214
Patrick Spychalski: and, like all of my Linkedin contents around this, and I love how I’m drawing a blank now. But I’ll try to think of something quickly.
01:29:16.610 –> 01:29:40.170
Patrick Spychalski: we had one. Recently, I actually kind of mentioned this earlier in the in this talk, but we had one where our client wanted us to scrape the the call to action information on a specific button in their websites form like, essentially, they were scraping like Hvac companies. Where you go get a quote for an Hvac job. And like you, fill out a form to get that quote. And so we use that call to action information as a personalized 1st line, because, like the whole idea is like.
01:29:40.550 –> 01:29:59.080
Patrick Spychalski: if you work in an Hvac company and you don’t know what clay is. You’re just gonna assume we did our research there like, there’s no way you’re gonna be like they they use an AI agent to go scrape our website and find this call to action verbiage like no like. So the whole idea was like, let’s create a 1st line that makes it so obvious that that we’re reaching out to them. One to one. And that was cool. But I mean.
01:29:59.130 –> 01:30:18.789
Patrick Spychalski: I would definitely recommend checking out obviously, like my, I think my Linkedin is a great place for clay content. The clay. Youtube is a great place for clay content. But there’s like infinite amount of cool use cases you can do. We’ve done personalized videos. We’ve done personalized voice messages. We’ve done personalized images. Yeah, I mean, the list goes on. But you can do a ton of crazy stuff with this tool, as you can probably tell.
01:30:21.080 –> 01:30:25.590
Julia Nimchinski: We’ve got a wild card here. I’m not sure if we have Kevin White
01:30:26.220 –> 01:30:28.900
Julia Nimchinski: from common room or cabin intelligence.
01:30:28.900 –> 01:30:31.560
Kevin White: Yeah, I’m here. Hey, Patrick? Good to see you, man.
01:30:31.560 –> 01:30:32.890
Patrick Spychalski: How’s it going, man? Good to see you.
01:30:33.260 –> 01:30:39.910
Kevin White: Patrick and I have had exchanges over. Yeah, we’re we’re we’re friendly on Linkedin and other places.
01:30:40.290 –> 01:30:41.399
Kevin White: Good to see you, Patrick.
01:30:41.400 –> 01:30:43.420
Patrick Spychalski: Yeah, likewise big common over here.
01:30:44.020 –> 01:30:53.660
Julia Nimchinski: Well, Patrick, the questions keep coming, and we haven’t addressed all of them. But we’ve got to stop doing this, and probably host another session with you
01:30:54.010 –> 01:30:55.679
Julia Nimchinski: on a separate event.
01:30:56.070 –> 01:31:00.050
Julia Nimchinski: What’s the best way to support you? Your agency, clay.
01:31:00.980 –> 01:31:15.259
Patrick Spychalski: Yeah, I would say, just give Clay a try, sign up for an account and just play around with it. That’s really the best way to know the tool. And yeah, feel free to just follow me on Linkedin. I post a lot about clay. It’s pretty much the majority of what I talk about day to day, and I think it’s an exciting space to follow.
01:31:16.260 –> 01:31:18.870
Patrick Spychalski: But appreciate it. Guys have a good one.