---
title: HubSpot + Clay + Claude Outreach Workflow
type: knowledge
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-12-03-sales-strategy-106057246.md
tags:
- sales
- outreach
- hubspot
- clay
- claude
- workflow
- lead-generation
layer: 2
client_source: null
industry_context: null
transferable: true
---

# HubSpot + Clay + Claude Outreach Workflow

## Overview

This is the core sales outreach workflow used at Asymmetric. It connects lead research (Clay + ZoomInfo) to AI-assisted email drafting (Claude) to tracked execution (HubSpot). The goal is personalized, high-quality outreach at scale while maintaining a clear activity record per company.

## Workflow Steps

### 1. Build the Lead List (Clay + ZoomInfo)

- Use **ZoomInfo intent scores** to identify companies actively researching relevant topics.
- Pull contact lists from ZoomInfo into **Clay** for enrichment and list building.
- Export enriched contacts into **HubSpot** for outreach execution.

> **Credit awareness:** Clay operates on a subscription credit model (10,000 credits/period). Credits are consumed by enrichment runs and list pulls. Monitor usage carefully — exceeding the limit requires an additional purchase. Track usage patterns over time to right-size the next renewal.

### 2. Research the Company (Clay → Claude)

- Gather company keywords and website information from Clay/ZoomInfo.
- Feed this research into **Claude** to generate a company summary and email drafts.
- **Input size constraint:** Claude cannot reliably process extremely large inputs. An 18,000-line keyword list caused failures. Trim or summarize keyword data before passing to Claude — keep inputs concise and targeted.

### 3. Draft Personalized Emails (Claude)

- Use Claude to write personalized outreach emails based on the company research.
- Each email should feel tailored to the specific company and contact role.
- Claude output is reviewed and refined before sending.

### 4. Execute Outreach (HubSpot)

- Send emails directly from **HubSpot** (not ZoomInfo) to maintain tracking and CRM continuity.
- Log a **Note** per company containing the PDF research file generated during the research step — one note per company, multiple contacts per company.
- Track all activity (emails sent, notes uploaded) via a HubSpot dashboard.

## Supplemental Channel: ZoomInfo Website Visitor Outreach

In addition to intent-based list outreach, dedicate **one hour per week** to reviewing ZoomInfo's **Signals → Websites** tab for recent website visitors.

**Prioritization criteria:**
- Focus on **small companies (20–50 employees)** where the visitor's role can be identified.
- Skip large enterprises (e.g., HP) — too difficult to identify the specific visitor.
- Discard obvious bots (e.g., 300+ page views in minutes = crawler).
- Discard low-fit visitors (e.g., personal/hobby businesses).

**Messaging guidance:**
- Do **not** mention that you saw them on the website. Frame outreach as a coincidental or proactive reach-out.
- Example framing: *"Just reaching out — wondered if there's an opportunity to work together."*
- The implicit signal is understood; stating it explicitly feels intrusive.

## Cadence

| Activity | Frequency |
|---|---|
| ZoomInfo intent review | Weekly |
| ZoomInfo website visitor review | Weekly (1 hour) |
| List-based outreach execution | Daily / ongoing |

## Current Status (as of early April 2026)

- Workflow is newly established and in early execution.
- 12 emails sent to 4 companies in the first active day; email opens observed but no replies yet.
- FastSigns identified via intent scores as a target; ~30 contacts loaded into HubSpot.
- Clay credits nearly exhausted (397/10,000 remaining) due to intent research and lists built for multiple team members.

## Known Issues & Mitigations

| Issue | Mitigation |
|---|---|
| Claude errors on large keyword inputs | Trim keyword lists before passing to Claude; summarize rather than dump raw data |
| Clay credits depleting faster than expected | Monitor usage per project; track to calibrate next renewal quantity |
| ZoomInfo → Clay → HubSpot sync friction | Workflow being refined; contacts now loading correctly into HubSpot |

## Related

- [[wiki/knowledge/lead-generation/zoominfo-intent-signals-strategy]]
- [[wiki/clients/asymmetric]]