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A first plan, from your website

See the first three plays we would run for you.

We read your public pages and check them against the plays we run. You get the three triggers we would start with, a first message for each, and how we would map your market.

We read your public pages, nothing else. We keep your website, your first name and the plan for 30 days. No email needed.

See an example plan
How a reason to talk is found: something changes at one account in your market, it matches one of our triggers, and your seller gets the reason with the research done. When you write a plan, this panel shows us reading your site.

What changed

  1. Role switch
  2. Champion switch
  3. Followers and engagers
  4. Hiring
  5. News
  6. Website visitors

The triggers we usually run, in the order we start them.

Role switch2 days ago
A new Head of IT starts at a 600-person logistics group.
AccountLogistics, 600 FTE, Netherlands
Why nowNew leaders review tools and partners in their first 90 days.
AngleHow a peer the same size mapped what runs where.

First message in Dutch, sent by your seller.

Clay Clay Solutions Partner, listed in Clay's partner directory
124M enrichment runs Campaigns in 20+ countries

A first GTM plan for

Holtrin

Fleet planning software for transport, distribution and field service companies.

Example

Prepared for Lotte

Read from five public pages of holtrin.example

In one line: start with Role switch, add Champion switch and Hiring a few weeks in, then Market taking once those run. First messages in Dutch, live within a month.

What we read about you

  1. You sell fleet planning software to companies that run their own vans and trucks.

    Homepage “Fleet software for companies that keep vans and trucks on the road.”

  2. Your customers run parcel delivery, cold transport and grid maintenance, so your buyer sits in operations.

    Customers page “From parcel delivery to grid maintenance.”

  3. You are hiring a seller for DACH, so Germany, Austria and Switzerland matter next to the Benelux.

    Careers page “Account Executive, DACH”

Pages we read: Home, Customers, Careers, Partners, About

Customers you name on your site

On your customers page
Kervaal Transport, Dunholt Utilities, Pelmar Distributie, Ostwind Kurier
On your homepage
Brevik Field Services, Tarnell Koeltransport

We never write to them as new accounts. When their people move to another company, Champion switch follows them.

Your sellable market

Who
Transport, distribution and field service companies with their own fleet.
Where
Belgium, the Netherlands and DACH.
What they share
They still plan routes and vans in spreadsheets or an older telematics portal.

We size it with you in the first two weeks, starting from your won and lost deals.

How we would map your market

Mid-market. Your buyers work at companies that list their people and roles online, so we map by company and role.

Companies from our data providers, people from LinkedIn.

  • Company data providers
  • LinkedIn

The three triggers we would start with

Starts first

Role switch

We would watch
New heads of fleet, logistics and operations at companies in your market.
How we spot it
LinkedIn job changes in your market, checked daily against your CRM.
Why it fits you
Your homepage speaks to the people who run the fleet, and new leaders review tools and partners in their first 90 days. Homepage “Built for the people who keep the fleet moving.”
Example first message, in Dutch
“Proficiat met de nieuwe rol. Wie een vloot overneemt, vindt de planning meestal verspreid over een paar tools en een spreadsheet.”
Show in English

“Congratulations on the new role. Whoever takes over a fleet usually finds the planning spread over a few tools and a spreadsheet.”

Joins a few weeks in

Champion switch

We would watch
People at Kervaal Transport, Dunholt Utilities and your other named customers who move to a new company.
How we spot it
People from your customer accounts who move jobs, checked every week.
Why it fits you
Someone who planned with Holtrin at a customer arrives at the new company already knowing what you do. Customers page “Read how our customers run their fleets.”
Example first message, in Dutch
“Bij je vorige werkgever liep de vlootplanning al via Holtrin. Is dat op je nieuwe plek ook een open vraag?”
Show in English

“At your last company, fleet planning already ran on Holtrin. Is it an open question at your new place too?”

Joins after that

Hiring

We would watch
Job posts for fleet coordinators and transport planners at companies in your market.
How we spot it
New job posts that name your problem, each one read in full.
Why it fits you
A planner job post names the problem your homepage describes: planning that has outgrown the spreadsheet. Homepage “Replace the spreadsheet behind your fleet.”
Example first message, in Dutch
“Jullie zoeken een transportplanner. Vaak is dat het moment waarop de planning in spreadsheets niet meer volgt.”
Show in English

“You are hiring a transport planner. That is often the moment the spreadsheet planning stops keeping up.”

Talk it through

Then, once those run

Market taking

The whole sellable market, with research per account on where your offer meets their situation: who runs their own fleet, and what they plan it in today.

The first 90 days

  1. By day 30

    Market mapped with you, Role switch live, first replies in weeks 3 to 4.

  2. By day 60

    Champion switch and Hiring join it.

  3. By day 90

    Triggers at steady volume, first impact within a quarter.

What we need from you

A do-not-contact list, your won and lost deals, senders who opt in, and one owner for replies.

How we work

We build in our own Clay, and the data and AI costs are ours. You bring the sending tool. Month to month for the first three months, then quarterly.

Closest to what we have built

A strong home market, then new markets tested before committing to them.9.3% reply rate across all playsMatched on: software sold in Belgium and the Netherlands, messages in Dutch, Role switch and Champion switch.Read the use case

Who we’ve worked with

  • Solvice
  • Vintecc
  • Donna
  • HiveCPQ
  • Cegeka
  • Stibo Systems
  • M-Files
  • moveUP

Clay Solutions Partner. Top 8 out of more than 200 builders at Clay Cup 2026.

Next step

We go through this plan with you on a short call, and check it against what your CRM says.

Talk it through

What we could not see: your CRM and your won deals. They set the real size of your market.

How this was made: a model wrote it from five public pages of holtrin.example, within our rules. Every campaign is checked by us and approved by you before it goes out.