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6 ways marketers can use Clay to enrich data and build campaigns - adtechsolutions

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6 ways marketers can use Clay to enrich data and build campaigns


Data enrichment services provider Clay raised $40 million in a Series B expansion on Wednesday, valuing the company at $1.25 billion. If the data is indeed in the new oil, Clay is starting to look like John D. Rockefeller.

Clay has several offers that he hopes will delight users. First, like many of its competitors, artificial intelligence and automation help ease the manual burden of researching accounts and leads. Second, Clay integrates with dozens of data providers, making it a one-stop shop for data.

In the world of data, speed and accuracy are everything. The faster teams can get good, quality data, the faster they use it, create personalized messages and put them in front of the right people.

As Clay grew to its current value, social media platforms like LinkedIn and YouTube began to see an influx of posts from people working in sales and startups showing how they were using Clay in their cold email outreach workflows.

But marketers who reject cold email strategies should be careful about combining Clay with other tools often mentioned in bulk cold email.

Dig deeper: A new cold email technology group is taking shape

Clay is a powerful data enrichment platform that marketers from startups to enterprises can use to build marketing campaigns.

Forget Cold Email: 6 Marketing Use Cases for Clay

Account-based marketing

Marketers running ABM campaigns need to identify key customers early on, and this is an area where Clay can help. But Clay can also deliver data to enrich the profiles of those accounts, right down to providing information on their technical tools, recent funding and more. All of this data helps marketers tailor their reach to prospects on those accounts.

Intent data

Clay has intent data that helps marketers identify prospects who are actively exploring solutions. Quality intent data helps with timely and relevant outreach, which theoretically increases engagement and conversion rates.

Personalization of content

The more you know about your prospect, the more personalization you can add to your messages. Data helps you craft messages that address your audience’s specific pain points and challenges, and gives you the opportunity to demonstrate how your products or services will offer a solution.

Audience segmentation

What can you do in terms of audience segmentation? Let’s list the ways: by industry, company size, revenue, job title, technology use, geography and more. Clay will help you identify all the widget manufacturers in your state and help you create personalized messages to connect with them.

Leading score

Your lead scoring strategy probably involved matching leads to some sort of ideal customer profile (ICP). Data from Clay will help fill in the gaps by enriching existing data and helping to develop a more accurate result, increasing the likelihood of conversion.

Competitive intelligence

Everyone wants to gain insight into the strategies, tactics and performance of their competitors. Much of this information can be found in the data, including the data you can get from Clay. With competitive intelligence in hand, marketers can tailor their marketing outreach for competitive crowding out campaigns and highlight their competition’s strengths and weaknesses.

Dig deeper: How to choose a data enrichment solution



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