We made the top 8 at Clay Cup 2026, out of more than 200 builders. How we build in Clay
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About

Professional excuse finders.

We're a small team of GTM engineers in Ghent, Belgium. We build and run the systems that find honest reasons for sellers to talk to the right accounts.

Clay Clay Solutions Partner, building on Clay since May 2023
Office in Ghent, Belgium

Buyers leave crumbs. We follow the trail.

When something changes at a company, it leaves a trace. Someone new takes a role. A job post names a problem. Someone starts following your page. A funding round lands. On their own they're crumbs. Followed across a whole market, every day, they point to a real reason to talk.

Every crumb can start a trailFour kinds of crumbs on the left: a new role, a job post, a follow and a funding round. From each one a trail of dots grows larger as it moves right, and all four trails end in the same large orange dot: a reason to talk.A new roleSomeone new runs ITA job postNames the problem you solveA followThey follow your pageA funding roundBudget for what comes nextA reason to talkOne account, one honest observationEvery crumb can start a trailFour kinds of crumbs: a new role, a job post, a follow and a funding round. From each one a trail of dots grows larger, and all four end in the same large orange dot: a reason to talk.New roleJob postFollowFundingA reasonto talk
It's also our logo: crumbs from small to large, and the last one is the reason to talk.

Based in Ghent. Campaigns in more than 20 countries.

Belgium has three official languages, so working across markets was normal for us from the start. Our clients are based in Europe and North America, and their campaigns run where their buyers are: across Europe, and in the US, Latin America, South Korea, Japan and Australia. In 2026 we also gave a talk on GTM engineering for Microsoft's partner team in EMEA.

Where our campaigns run todayA dotted world map. Orange dots mark where campaigns run: the United States, four countries in Latin America, fourteen in Europe, South Korea, Japan and Australia. Home is Ghent, Belgium.Ghent, homeUnited StatesLatin America, 4 countriesEurope, 14 countriesSouth Korea, JapanAustralia
Where our campaigns run today.

Seven rules we build by.

We learned them by running campaigns, reading the replies and fixing what didn't hold up.

  1. 01

    Triggers before volume.

    We start where there's a reason to write: a new role, a job post, a follow. Covering the whole market comes after, once the first replies show what lands.

  2. 02

    Every message starts from research.

    One true thing about the account's situation, found in the research, does more than any number of merge fields. If the research finds nothing, we don't fake it.

  3. 03

    We stop writing when someone raises a hand.

    The reply goes to one owner on your side with the full context, and your own sales process carries on from there.

  4. 04

    You can see how every message was made.

    Each campaign is checked by us and approved by you before anything goes out. If you want to see the research or the prompt behind a message, we show you.

  5. 05

    The buyer's language, the seller's register.

    Written in the language the account works in, the way a seller who knows the market would say it. Not translated afterwards, and never in brochure voice.

  6. 06

    Deep before wide.

    A smaller market worked account by account does better than a big one skimmed. One of our best reply rates came from one of the smallest markets we work in.

  7. 07

    Keep it simple.

    When something breaks, we take something out before we add another rule. The messages that work are short enough to read on a phone, and the systems behind them stay as plain as we can make them.

Most sellers spend a good part of their day looking for a reason to reach out.

Reading the news, checking who changed jobs, scrolling LinkedIn, guessing who to call next. That research is what makes a first message worth reading, and it's the part nobody has time for.

We started Crumbs because that research can be engineered: every account in a market, watched every day, looked into before anyone writes a word. The judgement and the conversation stay with people: with us when we check a campaign, with your sellers when someone replies.

Ruben Vleurick, founder

Working here

A small team with an office in Ghent.

We work from the office a few days a week, and from wherever the work goes best the rest of the time. We're growing, and we look for people who like the craft as much as we do.

  • 01You build in Clay, and you enjoy it.
  • 02You speak Dutch.
  • 03You'd rather find one good reason to write than send a hundred messages.

Sounds like you? Write to ruben@getcrumbs.io and tell us what you've built.

Tell us about your market.

Send us your website and a few customers you'd like more of. We map your market before we talk.

Talk to us See how it works