image.png

A Playbook for Outbound That Converts

Use Claude Code to do the research, then Clay to run it at scale.

This is a step-by-step method for building precise, signal-based outbound campaigns. It covers the upstream research work that determines whether a campaign converts - the part most teams skip when they jump straight into a Clay table.

Who this is for

Founders, GTM leaders, RevOps, and GTM engineers who run outbound and want to secure stable pipeline. You should be comfortable with a list-building and enrichment tool (Clay or similar) and have access to an AI research environment (Claude Code or equivalent).

What you will have at the end

  1. A validated map of where your buying signals actually live
  2. A repeatable method for finding buyers no database lists directly
  3. A signal-based scoring model that tiers your market into HOT / WARM / COLD / SKIP
  4. A messaging framework that matches personalization depth to the data you actually have
  5. A clean handoff spec from research (Claude Code) to execution (Clay)

The core principle

Your campaign is only as smart as the research underneath it.

We are using two tools, each focused on one job.

Tool Role What it does
Claude Code The strategy researcher Judgment-heavy reasoning: where the signal lives, how to find the invisible buyer, what predicts pain, how to score and tier
Clay The execution engine Takes the strategy and runs it at scale: enrichment, lookups, scoring, and merge-field population across hundreds of rows

Skip the strategist and you get a beautifully automated version of guessing.