OUTBOUNDSIGNAL-TRIGGERED

Automated Outbound

Signal detected. GTM play written. Lead enrolled in sequence.

The Problem

Outbound teams either miss signals entirely or react too slowly. By the time a rep notices a G2 review or an AI keyword on a prospect's site, the moment has passed. This system catches signals the moment they fire, qualifies the account, builds a personalized play, and enrolls the right contact — all in Clay, no n8n required.

Stack

🏗️

Clay

Signal intake, enrichment, ICP scoring, GTM angle generation, contact finding, email validation, and sequence enrollment — entirely Clay-native

Walkthrough

How It Works

The execution path

01Signal Detected

→

02ICP Scored

→

03GTM Play Built

→

04Sequence Enrolled

Execution flow

Signal fires: AI keyword / G2 review / hiring signal

Trigger weighted and logged with context

Company enriched: employee count + industry + funding

ICP scored across 3 dimensions → Total Fit Score

ICP Copy Gate: strong fit only

GTM Angle + Subject Line generated from signal context

Decision-maker found + email dual-validated

Enrolled in sequence + Slack notified

The GTM Angle isn't a template. It's generated from the specific signal that triggered the record — the actual trigger notes, type, and weight inform what Claude writes. Two companies with different signals get completely different plays.

Stage 1 — Signal Intake

Any signal type feeds the same table. Each trigger carries a weight value and context notes — not just that a signal fired, but what it means and how strong it is.

·Trigger type logged: AI initiative keyword, G2 review, hiring signal, etc.
·Trigger Weight Value assigned per signal type
·Trigger notes captured: context about what the signal means
·Trigger date + source logged
·Rep assigned based on signal type or territory
→ Signal Details aggregated for AI context downstream

Stage 2 — Company Enrichment + ICP Scoring

Company must pass fit threshold before anyone is searched for. Zero wasted enrichment credits on bad-fit accounts.

·Company enriched: employee count, industry, size, locality, description
·Funding stage pulled + normalized
·Employee Count Score + Funding Stage Score + Industry Score calculated
·Total Fit Score computed
·Enrichment Confidence Score assigned
·Fit Status: Strong Fit / Borderline / Poor Fit
→ ICP Copy Gate: only strong-fit accounts proceed to play generation

Stage 3 — GTM Play Generation

Claude receives the signal context — type, notes, weight, company details — and generates a signal-specific outbound angle and subject line. Not a template. A play.

·Signal context injected: trigger type + notes + weight + company details
·GTM Angle generated: signal-specific outbound narrative
·Subject Line written: personalized to signal + company
→ Two different signals = two completely different plays

Stage 4 — Contact + Enrollment

Decision-maker found, email dual-validated, contact enrolled. Slack notified. All in Clay — no external workflow tool required.

·Decision-maker found via Clay people search
·Work email found via Findymail
·Email validated via Enrow (second pass)
·Both validators must pass before enrollment
·Contact added to outbound sequence
→ Slack notification fired via n8n webhook

Key Design Decisions

📡

Multi-Source Signal Intake

G2 reviews, AI initiative keywords, hiring signals — any trigger type feeds the same table with a weighted score. One system handles all signal sources.

🎯

ICP Scored Before Anyone is Found

Company must pass fit threshold before a decision-maker is searched for. Zero wasted enrichment credits on accounts that will never convert.

✍️

Signal-Specific GTM Angle

Claude writes the outbound angle from the actual trigger notes and signal context — not a template. Every play is unique to the signal that fired it.

🔒

Dual Email Validation

Findymail + Enrow both validate before sequence enrollment. Both must pass. Zero bounces reach your domain.

By The Numbers

Signal types supported

ICP dimensions scored

Email validators before enrollment

n8n workflows required

← back to all systemsmatthew batterson · gtm engineer