Account-based & signal-led GTM
Make campaigns relevant to the accounts that matter
Account-based marketing works when the team knows which companies to focus on, why now might be relevant, and what action belongs to each stage. We combine Clay research and available signals with HubSpot account context so a B2B team can run focused campaigns and sales follow-up instead of sending the same message to every record.
Begin with one segment, one useful signal, and a shared sales-marketing action plan.
The business problem
A signal is a prompt to investigate, not proof of intent
A new hire, funding announcement, technology change, or website visit may be relevant to an account. It does not automatically mean a specific person wants a sales message. Good campaign design combines that event with account fit, CRM history, the buying stage, and an appropriate next action.
We build a clear path from monitoring to review to activation. Clay can help detect and enrich selected events; HubSpot can hold account ownership, segments, campaign membership, tasks, and reporting. The process should show why an account entered a campaign and when it should leave.
What we can build
Services for a dependable GTM operation
Target-account selection
Define tiers and exclusions from ICP fit, opportunity history, customer status, and reachable buying roles.
Signal design
Choose events that have a plausible business connection to your offer; document source, timing, and false-positive checks.
Account research
Gather context on the company, buying group, and existing relationship before generating a campaign angle.
Clay-to-HubSpot handoff
Update selected account fields or review queues without creating duplicate companies or erasing owner context.
Campaign and sales plays
Define audience rules, human-approved message briefs, sales tasks, suppression, and exit conditions by stage.
Measurement and iteration
Track accepted accounts, engagement, meetings or opportunities where attributable, and whether a signal improved prioritization.
Our approach
Move from a signal to a relevant account action
We define which account events matter to your offer, how recent they must be, and what evidence confirms relevance. Clay gathers the signal and supporting context; HubSpot supplies account ownership, opportunity history, exclusions, and campaign state. An account enters a play only when the fit and evidence rules are met.
The deliverable is an approved account segment, a signal review process, a sales brief or task, campaign eligibility and exit rules, and reporting that keeps source context attached. We review accepted alerts, owner follow-up, relevant conversations, and progression to understand whether the play deserves more investment.
How we work
Start focused, test, then expand
Choose a segment
Pick a small target-account group with a clear offer and owner.
Test the signal
Review observed events and false positives before connecting it to campaigns.
Build the play
Specify research, CRM update, sales task, audience, approval, and exit rules.
Compare outcomes
Measure whether the play improves relevance, response quality, and account progression.
Measures worth watching
coverage of target accounts and roles
sales follow-up completion
opportunities influenced by the play
Common questions
What to know before you start
Do we need a large ABM program to start?
No. One tight account segment and one well-defined play can show whether the data, signal, and handoff are useful before expanding.
Can Clay identify exactly who visited our website?
Website-level intent is generally account context, not proof about a named individual. We treat it as a research cue and do not infer a person's interest without evidence.
Will a signal automatically trigger outreach?
It does not have to. We usually design a review step and apply your consent, suppression, and brand rules before any customer-facing action.
Let’s make the next step concrete
Tell us where your GTM process slows down
Share the tools you use, the handoff or data issue you want to solve, and what a useful outcome would look like. We can scope a focused consulting or development starting point.