Prepared by Maja Voje

After running 50+ Clay tables for marketing teams, one thing became clear: most marketers are using 10% of what Clay can do. These 8 plays show you how to use Clay across your entire marketing stack — no cold email required.

The Marketing Reality Check

Here’s what most marketers do with Clay:

1. Import a list
2. Enrich with emails
3. Export to sales
4. Move on

That’s not marketing. That’s data entry with extra steps.

They enrich. They export. They move on. And they leave 90% of Clay’s power on the table.

Meanwhile, the smartest marketing operators are using Clay for things most people don’t even associate with the tool:

• Competitive ad intelligence across 50 competitors in one table
• Event operations that turn badge scans into prioritized follow-up in minutes
• Influencer vetting at a scale that would take a team of interns weeks
• Newsletter audience intelligence that turns a flat email list into segmented, personalized content
• Community signal monitoring that captures competitor complaints and buying intent on autopilot
• Partnership discovery that replaces “who should we partner with?” gut feelings with data
• Personalized landing pages that go beyond swapping a logo
• Podcast outreach that pitches 200 shows in the time it takes to research 5

These aren’t edge cases. These are plays that marketing teams are running right now.

Here are the 8 plays they’re using that have nothing to do with cold email.

Before You Start: Clay Setup Tips

Two Clay features will save you hours when building these plays:

Sculptor: Build Tables in Plain English

Instead of manually adding columns one by one, use Clay’s Sculptor to describe what you want:

“Create a table that enriches my newsletter subscribers with company data, scores them by seniority and revenue, and segments them into audience clusters for sponsor reports”

Sculptor will: -> Set up the right columns and table structure -> Suggest appropriate enrichment providers for each column -> Give you a starting point you can customize