wiki/knowledge/lead-generation/clay-zoominfo-hubspot-workflow.md · 683 words · 2025-11-13

Clay → ZoomInfo → HubSpot Lead Gen Workflow

Overview

This workflow automates the movement of prospective contacts from initial discovery through to active outreach in HubSpot. By chaining Clay, ZoomInfo, and HubSpot together, the process eliminates manual data entry and ensures contacts are immediately available for sequence enrollment upon import.

This workflow was defined and demoed by Jacob Jones during the ^[1].

The Workflow

Step 1 — Define the ICP

Before sourcing any contacts, define the Ideal Customer Profile (ICP) for the specific campaign being run. This scopes the search in Clay and ensures the resulting list is targeted rather than generic.

ICP definition should happen per campaign, not once globally. Different campaigns may target different verticals, company sizes, or roles.

Step 2 — Find Contacts in Clay

Use Clay to search for companies and contacts that match the defined ICP. Clay serves as the primary discovery and filtering layer.

Step 3 — Export from Clay and Import into ZoomInfo

Export the contact list from Clay and import it into ZoomInfo. ZoomInfo serves as the enrichment layer, appending verified contact data (email, phone, firmographics) to the raw list.

Step 4 — Sync to HubSpot via Native Integration

ZoomInfo has a native HubSpot integration. Once contacts are imported into ZoomInfo, they can be pushed directly into HubSpot without any manual CSV handling. This keeps the pipeline moving quickly and reduces data hygiene issues from manual imports.

Step 5 — Enroll in HubSpot Sequence

Once contacts appear in HubSpot, enroll them in the appropriate outbound sequence. From this point, the ^[2] takes over to manage multi-channel outreach (calls, LinkedIn, email).

Workflow Summary

Define ICP
    ↓
Find contacts in Clay
    ↓
Export from Clay → Import into ZoomInfo (enrichment)
    ↓
ZoomInfo native integration → HubSpot (contact sync)
    ↓
Enroll in HubSpot sequence → Begin outreach

Supporting Research Tools

In addition to Clay, the following tools are used during the research and ICP definition phase and should be documented in the process guide:

Ahrefs — SEO and competitive research. Access requires using the team login via a verified sign-in link (direct link bypasses email verification issues).
SpyFu — Competitor keyword and ad research.

A step-by-step process document covering Clay, Ahrefs, and SpyFu usage is being authored by Jacob Jones as of 2025-11-13.

Once contacts are in HubSpot and enrolled in a sequence, outreach is executed using two content building blocks:

Templates — Full pre-written emails (e.g., cold outreach, post-voicemail follow-up, post-meeting thank you). Created once and reused across contacts.
Snippets — Reusable text blocks inserted into emails on the fly (e.g., a meeting booking link). Accessible via keyboard shortcut inside Gmail with the HubSpot extension.

See ^[3] for the content being built to support this workflow.

Status (as of 2025-11-13)

Component	Status
Clay → ZoomInfo → HubSpot pipeline	✅ Defined
HubSpot sequence enrollment	✅ Ready
Call script	🔄 Drafted, pending Mark's feedback
Voicemail script	✅ Finalized
Email templates & snippets	🔄 In progress
Process documentation (Clay, Ahrefs, SpyFu)	🔄 In progress
Outbound email sequence (HubSpot)	🔄 Started

Open Action Items

[ ] Jacob Jones — Create HubSpot Gmail templates and snippets (cold outreach, voicemail follow-up, meeting booking link)
[ ] Jacob Jones — Finalize step-by-step process documentation covering Clay, Ahrefs, and SpyFu
[ ] Jacob Jones — Build out the full outbound email sequence in HubSpot
[ ] Jacob Jones — Review Mark's cold email examples to align on tone and style
[ ] Mark Hope — Send Jacob examples of cold outreach emails and voicemail follow-up emails

^[4]
^[2]
^[3]