These 15 Clay workflows turn public data into signals your team can act on. Five of them run on Custom Signals , which lets you monitor sources like TrustRadius, Reddit, Google Search, RSS feeds and YouTube from inside Clay. The rest pull data in through Apify, Clay's job signals, Zapier or your call recorder.
You can find Custom Signals under:
Clay → Signals → Add → Custom
Each workflow has what it tracks, who it suits, the steps to build it and what to do when it fires. They are grouped by the kind of signal they catch.
01 Buyer intent and research signals1. TrustRadius Intent Signal Track when companies are actively researching your product category on TrustRadius, a strong signal of mid-funnel buying intent.
Ideal for GTM teams selling B2B SaaS or tech: catch buyers comparing vendors before they raise their hand. Especially useful for outbound sales, paid retargeting, or ABM workflows. This signal catches companies that have recently viewed, compared, or engaged with vendor pages in your category on TrustRadius.
Steps to build it:
In Clay, go to Signals > Add new > Custom . Select TrustRadius as the source. Filter by:Category (e.g. “Email Marketing”) Date range (e.g. last 7 days) Optional: industry, company size, etc. Set frequency (one-time or recurring). Pull results into Clay table and use AI enrichment to add company firmographics, contact roles, tech stack, and email data. Trigger follow-up workflows:Slack alerts to AEs for instant review Outbound sequences in Apollo, Instantly, or HeyReach Add to CRM pipeline with “intent stage” tagging What to do next:
☆ Prioritise companies that are comparing multiple vendors: they’re in decision mode.
Add a TrustRadius Activity Score column:→ e.g., (page views + comparison count + view duration)
→ Use this to rank & route hottest accounts to SDRs.
For accounts with mid-to-high activity:→ Trigger personalised outreach
→ Use the TrustRadius category they viewed to tailor messaging
→ Or add to retargeting ads with testimonial or ROI proof.
2. Google Search Signal Create a signal when a company or keyword appears in new Google search results, an early indicator of press coverage, feature releases, partnership announcements, or industry buzz.
Use this to track brand mentions , new feature releases , or PR hits from competitors, partners, or prospects. Ideal for ABM, PR, or competitive response plays.
Steps to build it:
In Clay, go to Signals > Add > Custom . Select a Google Search signal via Apify actor. Set your search term (e.g., "[competitor] new feature", "[company name] raises Series A"). Choose frequency (e.g., daily). Pull the results into a Clay table and match them to companies or contacts. Create an AI column to assess relevance:“Is this Google result about a product launch, pricing change, or news event?” If yes → create a trigger to enrich with firmographics, source authority, and date. Route to Slack or email with summary and action recommendations. What to do next:
☆ Trigger Slack alerts for key mentions, or fire an outbound sequence if a prospect is in the news.
3. Apify Actor Signal: Any Web Data as Signal Use Apify’s web actors to monitor specific websites or data sources for high-intent behaviour and trigger Clay workflows when the right conditions hit.
Ideal for tracking category buzz , competitive positioning , or buying behaviour from public websites, niche directories, or social proof platforms.
Steps to build it:
Browse or build an Apify actor for your use case:Product Hunt launches G2 review counts Google Maps presence SaaS changelogs Set target URL, filters, and output format in Apify. Connect the actor output to Clay via Apify → Clay integration . In Clay:Parse data (e.g., launch titles, review scores, URLs) Clean and normalise fields Use AI to qualify:“Is this company in our category?” “Is this launch relevant to us?” Enrich with contact info, firmographics, or tech stack. If qualified → trigger signal + outbound or internal alert. What to do next:
☆ Build outbound lists from niche signals.
Example: Scrape newly listed startups on Product Hunt that launched in your category. Enrich with founder data and tech stack → trigger outbound with messaging like:
“Congrats on launching your product! Teams in your space often use us post-launch to handle scale without burning bandwidth. Mind if I share a playbook?” 02 Community and creator listening4. Reddit Signal + AI Relevance Filter + Slack Notification Monitor Reddit in real-time for posts containing ICP-specific keywords, then use AI to qualify the intent and instantly alert your team, with a first-draft reply ready to go.
Perfect for community-led demand capture . Use this to identify when someone asks about problems you solve, and engage before your competitors even notice. Reddit threads don’t wait for sales cycles. They happen live, and the first expert to show up usually wins the thread. Clay lets you detect intent before your CRM ever sees it.
Steps to build it:
In Clay, go to Signals > Custom > Reddit . Set up keyword monitors (e.g., “event management”, “revenue ops”) on specific subreddits (e.g., r/HubSpot, r/marketingops). Use any LLM (GPT or Claude) to scan the post and decide:Is this post describing a problem your product solves? If yes → generate a relevant first-draft reply. If no, return false. If yes, trigger a Slack alert with:Link to the post Drafted response User info (Reddit handle, post date, etc.) What to do next:
☆ Capture demand before it hits the funnel.
Example: Monitor r/HubSpot for marketers discussing event ROI. Clay finds:
“We’re looking for a better way to track lead source attribution from trade shows.”
AI confirms relevance → drafts a reply → sends to Slack.
Your AE personalises the post and responds within minutes. → You win the thread, and the lead.
These are “demand capture” moments, but only if you show up early and add value.
5. RSS Feed Signal + AI Filtering for Community Threads Turn community forums, search result pages, or partner ecosystems into a signal stream by subscribing to RSS feeds, pulling them into Clay, and using AI to qualify relevance.
Ideal for teams with a niche ICP or long-tail community buyers . Monitor target platforms like HubSpot Community, Shopify Discussions, or Dev.to for high-fit buying signals. Forums like Shopify, Stack Overflow, or HubSpot Community are packed with long-tail buyers asking real questions. But no one checks those forums manually. Clay lets you watch those threads live, and jump in before your competitors do.
Steps to build it:
Go to a community site or tool that supports search-based RSS feeds (e.g., community.hubspot.com, stackoverflow.com). Copy the RSS feed URL for a relevant keyword search (e.g., “trade shows”). In Clay, go to Signals > Add > Custom → Choose RSS as the source. Import and parse the RSS items using Clay’s formula columns (e.g., extract title, summary, author, link). Use AI to scan each entry:Determine if it's relevant to your product If yes → generate a response draft Trigger a Slack alert or outbound workflow with the AI-assessed post and response suggestion. What to do next:
☆ Build a community intelligence engine for your GTM motion.
Example: Monitor the HubSpot Community RSS feed for posts containing “trade shows”. Clay detects a post like:
“We’re trying to automate campaign creation after each event. What tools are people using?”
AI marks it relevant → drafts a response → sends it to Slack.
Your team jumps in, delivers value, and follows up via DM, before anyone else .
6. YouTube Creator Monitoring Signal Track when specific YouTube creators publish new videos around key topics (e.g., your product, competitors, or category), and trigger real-time alerts or enrichment workflows.
Ideal for PR agencies, influencer marketers, or competitive intel teams . Monitor creators talking about your brand or space, and act instantly on positive or negative mentions.
Steps to build it:
In Clay, go to Signals > Add > Custom . Choose the YouTube Monitoring option under social signals. Set filters: keywords (e.g., “Clay”, “CRM alternatives”), channels (e.g., creators in your industry), or category terms. Set frequency (e.g., daily). When a new video matching the criteria is detected:Pull metadata (title, link, description, creator info). Enrich with channel insights (subs, category, location). Trigger an action, e.g.:Push to Slack or internal channel for social/PR team. Add the creator to a CRM or partnership list. Launch an outreach or engagement sequence (comment, email, etc.) What to do next:
☆ Build real-time PR & influencer watchlists from custom video signals.
Example: Monitor YouTube for new videos mentioning your product or competitors. Clay detects:
“Why I Switched from [You] to [Competitor] | SaaS Review”
Clay alerts your team, enriches the channel, and tags the video. Your brand manager drafts a response, your CS team checks the user status, and your product team logs the feedback, all within hours of upload.
03 Hiring, growth and scoring7. Hacker News Job Postings (via Apify) Track job listings posted by Y Combinator companies on Hacker News to identify fast-growing startups hiring in your niche.
If you’re targeting SaaS , developer tools , or startup ecosystems, use this to catch hiring signals. This is a goldmine for identifying startups that are growing fast and investing in your category.
Steps to build it:
In Apify , find the “Hacker News Job Postings” actor. Run the actor to extract recent job listings. Import the results into Clay (Apify → Clay connector). Use Clay’s formula fields to clean/extract company names. Enrich each row with company and contact info. Schedule it to run weekly and populate your table automatically. Trigger outreach or alert when job post matches ICP filters (e.g., company size, tech stack, role title). What to do next:
☆ Trigger outreach to hiring managers or founders. Great for offering dev tools, HR platforms, or headhunting services.
8. Geographic Dispersion Signal Track when a company shifts from a centralised HQ to a more distributed team, either by hiring across multiple cities/countries or opening regional hubs. It’s a signal of scale, operational complexity, or evolving workforce strategy, and creates opportunity windows for vendors in HR tech, remote ops, payroll/benefits, DEI, and compliance.
Ideal for SaaS platforms supporting distributed workforces, global hiring, EOR services, tax compliance, internal comms, async tooling, or benefits orchestration.
Steps to build it:
Import a table of target companies into Clay, enriched with current HQ and employee count data. Set up a job post signal using Clay’s native signals or Apify actors to collect current job openings by location. Use a formula to extract and normalise job location data.Example: From “Senior Designer - Remote (Berlin, London, Toronto)” → parse city list. Use an AI to classify the spread:“How many unique countries or regions are in this location list?” Define a trigger threshold.Example: More than 3 distinct cities or >2 continents = “geographically dispersed.” Pull archived location data from earlier job listings or LinkedIn snapshots using scraping or rows saved from earlier runs. Cross-reference historical data to confirm change (e.g., from all-US hiring → global). Enrich with hiring velocity, open roles, and region types. Route to sales/marketing systems with relevant GTM play suggestions. What to do next:
☆ Target with expansion support.
Example: Clay detects a US-based fintech startup has opened 9 new roles across Europe and APAC.
→ SDR reaches out: “Noticed your hiring is going global. We help fintechs streamline onboarding, benefits, and payroll for distributed teams.”
9. Composite Signal Scoring for GTM Alpha Build a weighted scoring system that evaluates leads based on multiple real-time growth signals, such as hiring, expansions, or acquisitions. This ensures your team focuses on accounts most likely to be in-market now.
Ideal for GTM teams that want to go beyond lead volume and instead prioritise by buying intent and momentum.
Steps to build it:
Data Aggregation :Import target account data from sources like Crunchbase, LinkedIn, and internal CRM systems. Collect behavioural data such as website visits, content downloads, and email engagement metrics. Signal Identification :Monitor for key indicators including:Job Postings: Use Clay’s job signal or Apify actor.Web Engagement: Pull recent visits or content downloads.Tech Stack Changes: Use BuiltWith or Apify.Leadership Changes: Pull from LinkedIn or internal triggers. AI-Powered Scoring :Use an AI column to score each lead from the combined data. Example:Job Postings > 10 → +4 New VP Marketing → +3 Visited pricing page → +5 No website activity in 30 days → -2 Incorporate both positive indicators (e.g., high engagement) and negative signals (e.g., inactivity) into the scoring algorithm. Threshold Setting and Alerts :Establish score thresholds to categorise leads (e.g., hot, warm, cold). Trigger automated alerts to sales teams when leads cross into higher priority categories. What to do next:
☆ Focus your GTM efforts where the signals stack.
AE sees the signal → reviews the signal summary. Sends a targeted message:“Noticed you’re scaling fast: 15 open roles and a new GTM leader. Want to share how we help fast-growing teams avoid [relevant pain]?” Example Scenario:
A Series A SaaS startup adds 20 new job posts, installs Segment, and hires a VP of Marketing.
Composite Score: 7Signal: GTM Alpha firedSlack Alert: Sent to AE with context + contact data→ AE reaches out that day, while competitors are still scraping lists.
04 Company change signals10. Compliance Readiness Signal (Security Page + Job + Language) Detect when a company is preparing for a compliance milestone like SOC 2 or ISO 27001, before it becomes public. This lets you reach out early with tools, checklists, or services they’ll soon need.
Ideal for compliance tools, audit partners, or infrastructure vendors looking to start conversations early in the buying journey. By the time companies post “We’re SOC 2 compliant,” they’ve already chosen vendors. This signal finds them 1 to 3 months earlier, during prep mode.
Steps to build it:
Monitor for new website pages like /trust, /security, or /compliance using Apify’s page change detector or sitemap watcher. Track job postings for roles like “Information Security Analyst,” “GRC Manager,” or “Compliance Lead” using Clay’s job signals. Use AI to check for early intent language like:“preparing for SOC 2,” “building a security program,” or “compliance roadmap.”
Combine these inputs using a filter or signal logic. If 2+ appear together, trigger the signal. Push enriched data (company size, industry, stack) to CRM or outbound sequences. What to do next:
☆ Get in before they go shopping.
Example: Clay detects a company just launched a /trust page and posted a “Compliance Lead” job
→ Signal fires
→ Your AE reaches out with a free SOC 2 readiness checklist
→ You’re seen as helpful and timely, not just another vendor cold-emailing too late
11. Office Downsizing Signal Detect signs that a company is reducing its physical footprint like closing offices, consolidating HQs, or subleasing commercial real estate. This signal is powerful for vendors in cloud infra, remote ops tooling, commercial real estate services, IT decommissioning, and CFO-aligned cost-saving solutions.
Ideal for timing outreach when companies are making real estate cuts, signalling broader internal shifts, like cloud migration, workforce changes, or remote-first transitions.
Steps to build it:
Import a list of target companies into Clay, enriched with HQ location, headcount, and funding round.Monitor real estate signals via external sources:Use Apify or LoopNet actors to scrape commercial real estate listings (e.g., subleases, HQ consolidations). Set up recurring Google Searches for:"COMPANY NAME" + "office closure""moving headquarters", "subleasing" Use an AI column to analyse search/listing content:Prompt: “Is this company reducing office space or closing a location?” Optionally scrape Google Maps for listing changes (e.g., “Temporarily Closed”, address removals).Filter for confirmed or likely downsizing :Combine AI result + keyword matches to reduce noise. Enrich with context :Are remote jobs increasing? Is in-office headcount declining? Trigger your workflow :Send to Slack, CRM, or outbound tools Include summary, location affected, and contact info What to do next:
☆ Pitch solutions tied to operational agility or remote transformation.
Example: Clay detects a 40,000 sq ft NYC office sublease listed for a Series B SaaS company.
→ SDR reaches out with intent: “Saw you're rethinking office space. Are you also shifting more remote?”
12. Pricing Page Change Detection Track when a company silently updates its pricing or packaging on its website. These shifts often signal a strategic GTM change, like repositioning, churn mitigation, or new ICP targeting. Catching this early lets you adjust your messaging or use it as a wedge in outbound.
Ideal for agencies, sales teams, or vendors that compete directly with pricing-based value props. Especially relevant in PLG-heavy categories or saturated markets.
Steps to build it:
Create a Clay table of target company domains. Use Apify’s Website Change Actor or RSS Change Feed to monitor each domain’s /pricing or /plans page. Store the full HTML snapshot or key text section (e.g., <div class="pricing-card">). Set the monitoring frequency (e.g., daily or weekly) depending on market pace. Use AI to compare the previous vs. current copy.Prompt: “What changed in this pricing copy?” If a change is detected, use another AI column to classify it by type:Plan renamed Pricing increased or decreased Features re-bundled New ICP persona introduced Enrich with firmographic tags, competitor tags, or usage category. Push alert to Slack, CRM, or product marketing workspace. What to do next:
☆ Build proactive GTM plays.
Example: Your competitor increases the entry price on their Starter plan
→ AE reaches out to accounts using that plan: “Saw [Competitor] adjusted pricing. If that’s affecting you, we’d love to show you how we compare.”
13. Feature Discontinuation/Sunsetting Signal Track when a product or feature is being phased out, and use it as a timing signal for churn prevention, competitor targeting, or strategic partnerships.
Great for competitive displacement, account retention, or partner outreach. Especially useful if your product replaces or improves on soon-to-be-retired tools.
Steps to build it:
Identify your target accounts or category (e.g. analytics tools, HR tech). Use Apify or RSS actors to monitor /changelog, /blog, or /docs pages for each product. Pull that content into Clay on a schedule (e.g. daily or weekly). Create an AI column to detect terms like:“deprecating” “phasing out” “retiring support for” “sunsetting feature” Filter for entries with confirmed sunsetting language. Enrich the row with company + product context. Trigger an alert to your product, CS, or sales team to act on it. What to do next:
☆ Use end-of-life notices to reach the vendor's customers first.
Example: You detect a vendor phasing out a free tier or retiring a core feature.
→ Clay fires a signal and alerts your outbound team.
→ You position your offering as a stable, supported alternative, and win the timing advantage before competitors even notice.
05 Sales calls and meetings14. Gmail Meeting / Recording Signal via Zapier Use a Zap to catch new Gmail threads or Zoom recordings and send them to Clay, then trigger actions there.
Perfect for sales, CS, or onboarding teams that need to respond quickly to demos, discovery calls, or support sessions. Use it to automate follow-ups, summarise conversations, or alert internal teams.
Steps to build it:
In Zapier, create a Zap with a trigger for:New Gmail threads New Zoom recordings Connect your Gmail or Zoom account to the trigger. Add a webhook action that sends the new data to your Clay table. In Clay, create a signal that watches for new rows from that webhook. Trigger an action, e.g., draft a follow-up email with Claygent. Send the draft to the AE to review before anything goes to the prospect. What to do next:
☆ Auto-create draft follow-ups, notify internal teams, or summarise calls using AI (Claude or OpenAI), all directly from the signal.
Example:
AE finishes a product demo → Zoom recording hits Gmail → Clay detects it
→ Claygent drafts a recap + next steps → The AE reviews it and sends it to the prospect
15. Competitor Pricing Mentioned on Sales Call Signal Spot when a competitor's pricing comes up on a sales call by running AI over call transcripts, so the team can answer the objection, update the battlecard or rescue the deal.
Ideal for sales and product marketing teams that need to answer pricing objections quickly. Works best when a call recorder like Gong or Chorus is connected.
Steps to build it:
Import Sales Call Transcripts: Pull call transcripts from Gong or Chorus into your Clay table through an integration, import them via CSV, or send them as a webhook using Make or n8n. Set Up AI Analysis: For each transcript, run an AI column with a prompt such as:"Analyze the following sales call transcript. Identify any mentions of competitor pricing, including references to specific competitors, pricing figures, or comparisons to our pricing."
Extract and Structure Insights: Parse the AI's response to extract relevant details:Competitor Name Mentioned Price or Pricing Model Context of Mention (e.g., objection, comparison, enquiry) Confidence Level of Detection Trigger Actions Based on Insights: If a competitor pricing mention is detected:Send a Slack alert to the assigned AE and PMM team. Tag the call record in your CRM for competitive tracking. Update battlecards or objection-handling documents as needed. What to do next:
☆ Convert pricing threats into closing plays.
Example:
During a sales call, the prospect says:
"We're considering CompetitorX because they offer a more affordable plan."
The AI detects this mention and extracts:
Competitor Name: CompetitorXContext: Pricing objectionConfidence Level: HighAn alert is sent to the AE and PMM team, prompting a review of CompetitorX’s pricing strategy and an update to the relevant battlecard.
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