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

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

Related

• ^[1]
• ^[2]