Clay Solutions PartnerWhat it looks like in practice.
For each client: where they started, what we built, and what came out of it. Many of them build on or sell through Microsoft.
Configure, price, quote (CPQ) software for manufacturers that sell complex, configurable products through dealer networks. Available on Microsoft Marketplace.
HiveCPQ: No data vendor had their market, so we mapped it ourselves.
The situation
Their buyers are manufacturers with a dealer network and complex product configurations. No data provider sells that market as a list.
What we built
A map of that market, built company by company on those two traits. Then messages to the people who decide, on LinkedIn and email.
What came out
$1M+in new pipeline
A voice-first AI assistant for field sales reps. After a visit, the rep just talks. Donna writes the notes and follow-ups, and updates the CRM.
Donna: Built in our Clay, then moved into theirs.
The situation
A fast-growing team in Ghent, selling to sales leaders at field-sales companies across Europe and the US. They wanted triggers that run every day instead of one-off lists, and later to run that engine themselves in their own Clay.
What we built
Three market maps of field-sales companies, with research on which CRM each company runs. Triggers on top: new sales leaders, then new followers and people engaging with Donna's page, their team's posts and their competitors' posts. Each follower and engager feed sends a live Slack alert to their sellers. Plus handpicked US accounts and the team's own networks. Once it worked, we helped move it all into Donna's own Clay, and worked with their GTM engineer so they run it themselves.
What came out
field-sales companies mapped, in manufacturing, consumer goods and other industries
of them on Salesforce, SAP, Dynamics or HubSpot, the CRMs Donna writes into
everything moved into Donna's own Clay, for their own team to run
Gamification software for companies that build digital products.
StriveCloud: A tighter market first, then triggers on top of it.
The situation
A wide addressable market, and no clear view of which part of it would actually buy.
What we built
First the map, from everyone who could buy to the sellable market: the companies that look like their won deals. Then evergreen triggers on that map.
- Market map
- Role switch
- Hiring
What came out
3×more pipeline
IT services and ERP for companies across Europe, and a Microsoft Solutions Partner. We run their LinkedIn outreach in Belgium.
Cegeka: LinkedIn outreach in Belgium, built play by play.
The situation
Cegeka's own teams run marketing and sales. They brought us in for one channel: LinkedIn outreach in Belgium.
What we built
A set of LinkedIn plays, Dutch first. Each one starts from a reason to talk: someone new in a role, someone who follows Cegeka, or a company that fits a market they want to grow in.
- Role switch
- Followers and engagers
- Market taking
What came out
reply rate on LinkedIn, across all plays
on followers and engagers
Largest independent provider of master data management and the company behind the trusted intelligence platform, helping enterprises transform data into trustworthy intelligence, and a Microsoft Solutions Partner.
Stibo Systems: One play in 8 languages, across 22 countries.
The situation
Already relied upon for trusted data management and AI readiness by many of the biggest household names in retail and manufacturing, Stibo Systems is focusing on bringing its solutions to banks, insurers and life sciences companies, with sellers spread over seven regions.
What we built
A role switch play for new data and IT leaders, written per market and routed to the seller for that region. Banks and insurers each get their own message. Then hiring, followers and a champion switch from their customer base.
- ENEnglish
- DEDeutsch
- FRFrançais
- ITItaliano
- ESEspañol
- NLNederlands
- PTPortuguês
- PLPolski
What came out
reply rate on followers and engagers
on the role switch in banking and insurance
Document and information management software, native to Microsoft 365, for mid-size companies in North America and Europe.
M-Files: A few plays, running every day on both sides of the Atlantic.
The situation
Almost any mid-size company with documents to control could buy. With a market that wide, the question is when to reach out, more than who.
What we built
A short list of plays that run every day, on their target accounts and won deals, with customers kept out. Messages short enough to read on a phone.
| Play | US | UK, IE | Nordics | DE, AT |
|---|---|---|---|---|
| Role switch | Live | Live | Live | Live |
| Champion switch | Live | Live | Live | Live |
| Followers and engagers | Live | Live | Live | Not running |
| Re‑engagement | Live | Live | Live | Not running |
| Market taking | Live | Live | Live | Live |
What came out
reply rate on followers and engagers
on champion switch
A Microsoft partner in Flanders that builds custom apps, data platforms, AI and cloud for mid-size companies.
Noest: Six plays in Dutch, each at least twice the usual reply rate.
The situation
Noest wanted a steady flow of conversations with IT, operations and customer service leaders at mid-size Flemish companies. In Dutch, from their own sellers, mostly on LinkedIn.
What we built
Triggers first, then market funnels on top: one for all of Belgium and one for West and East Flanders, a production and supply chain track built on their own customer cases, and companies on specific service desk tools. Every sequence ends with one question: who should I talk to instead?
What came out
reply rate across all plays
of replies pointed to someone else to talk to, which is what that last question asks for
A platform and expert help for software companies that publish and sell on Microsoft Marketplace, together with Microsoft distributors and resellers.
WeTransact: One funnel per partner programme, across 13 regions.
The situation
Every distributor and reseller programme needs its own market of software vendors, its own list and its own message, in its own region. Many of them run side by side.
What we built
A funnel per programme and region: the software vendors that fit, the people who decide, and one shared exclusion list so no vendor hears from two programmes. Copy researched per account ran next to static copy, and every reply was sorted each week.
What came out
reply rate on LinkedIn-only campaigns with copy researched per account, against 5.7% with static copy
campaigns, all sharing one exclusion list
Project management software with a built-in client portal, for property developers, contractors, architects and engineering offices.
Ziggu: A strong home market, then new markets tested before committing to them.
The situation
A Belgian scale-up, strong in Flemish new builds. They wanted a steady engine on their founders' own LinkedIn, and a quick way to see if new countries and sectors respond before investing in them.
What we built
Role switch, champion switch and market taking in Belgium and the Netherlands, in Dutch, with a separate message for contractors, architects and engineering offices. Then the same system for property developers in four more countries, and for two new sectors.
What came out
reply rate across all plays
on role switch
on re-engagement of the founders' own networks
Routing and scheduling APIs for software platforms and operators in field service, delivery, logistics and workforce management.
Solvice: One narrow buyer, and five ways to start the conversation.
The situation
A technical product with a narrow buyer: the person inside a software platform who decides whether routing is built in-house or bought. A small team sells it on their own LinkedIn.
What we built
Role switch for new technology and product leaders. Market taking that first works out how each account handles routing today, so every message starts from their situation. Plus their own network, and a follow-up that asks anyone who says “not me” who owns routing.
How does this account handle routing today?
- Runs its own routing solver
- Routing is one feature of its platform
- Has fleet data, no optimisation yet
- Licenses another routing engine
- Builds software for others
What came out
reply rate on role switch for new technology and product leaders
of people who said “not me” answered the follow-up asking who owns routing
Yard and gate management software for production plants and distribution centres, sold per site across Europe and the US.
Peripass: Their market is sites, not companies, so we mapped it site by site.
The situation
One company can run ten sites, and only one of them may fit. Whether a site fits depends on what it looks like on the ground, so company data alone sends sellers to the wrong yards.
What we built
A market map at site level. For every site, a model checks whether the yard fits and returns yes, no or manual review, with its reasoning attached. We ran it on their whole CRM, country by country, with a review screen for the cases in between. Then role switch and re-engagement on LinkedIn.
- Market map
- Role switch
- Re‑engagement
What came out
correct where the model says yes or no, on 373 of their own CRM accounts checked by hand
accounts in their CRM scored, each with its reasoning
Industrial software for manufacturers and machine builders: vision AI, industrial IoT, automation and digital twins, plus their own industrial data platform.
Vintecc: Two brands, two languages, one small sales team.
The situation
Two brands, engineering services and a data platform, share one small sales team in the Benelux. Their LinkedIn followers, their networks and their website visitors held conversations that were ready to start.
What we built
Messages from their own sellers' accounts, written separately for each brand, in Dutch and English. Triggers on followers, new roles, website visits and plant investments, their sellers' own networks, and market taking on Benelux food and beverage producers.
What came out
reply rate across all plays
on followers and engagers
Digital patient programmes for pharma, biotech and medtech: support after a drug launch, and patient apps that capture data in clinical trials.
moveUP: Three engines, each built to find the few people deciding right now.
The situation
Pharma is a hard market: large companies, many teams and strict rules. The job is to find the few people who are deciding right now, not to write to the whole industry.
What we built
Three engines, each tied to a moment. New roles at pharma, biotech and medtech companies in 16 European countries. Biotechs about to pick a supplier for their next trial phase, read from the public trial register. And every new drug approval in the EU and US, linked to the company that launches it in Europe. The new role engine runs every week. The other two are built and go out next. Next to the engines, we run re-engagement on their sellers' own networks.
What came out
reply rate on role switch, in a hard market
on re-engagement of their sellers' networks
See the first three plays we would run for you.
Type your website. We check it against the plays we run and write a first GTM plan in about 20 seconds: the three we would start with, a first message for each, and how we would map your market.
What you get Example
- Role switch
- Champion switch
- Hiring
We read your public pages, nothing else. We keep your website, your first name and the plan for 30 days. No email needed.
Curious what this would look like in your market?
What happens next
- You send us your website and a few customers you'd like more of.
- We look at your market before we talk, and pick the two or three triggers we'd start with.
- On the call, we show you what we found. If it isn't a fit, we'll say so.