Build a complete lead enrichment pipeline using Clay tables, webhooks, and waterfall enrichment.
Use when building lead generation features, enriching prospect lists,
or creating automated data enrichment workflows.
Trigger with phrases like "clay lead enrichment", "clay main workflow",
"enrich contacts in clay", "clay prospect list", "clay enrichment pipeline".
Build a complete lead enrichment pipeline using Clay tables, webhooks, and waterfall enrichment.
Use when building lead generation features, enriching prospect lists,
or creating automated data enrichment workflows.
Trigger with phrases like "clay lead enrichment", "clay main workflow",
"enrich contacts in clay", "clay prospect list", "clay enrichment pipeline".
Primary workflow for Clay: take a list of companies or contacts, push them into a Clay table via webhook, let Clay's enrichment columns fill in missing data (emails, titles, company info, tech stack), and export the enriched results to your CRM or outreach tool. This is the core use case for 90%+ of Clay users.
Prerequisites
Completed clay-install-auth setup
Clay table with webhook source configured
At least one enrichment provider connected (Apollo, Clearbit, Hunter, etc.)
Destination CRM or outreach tool (HubSpot, Salesforce, Instantly, etc.)
Instructions
Step 1: Design Your Clay Table Schema
In the Clay web UI, create a table with these column types:
// Clay formula syntax (similar to spreadsheet formulas)
// Score 0-100 based on company fit
LET(
size_score, IF(Employee Count > 500, 30, IF(Employee Count > 100, 20, IF(Employee Count > 20, 10, 0))),
industry_score, IF(OR(Industry = "Software", Industry = "Technology", Industry = "SaaS"), 30, IF(Industry = "Financial Services", 20, 10)),
title_score, IF(OR(CONTAINS(Job Title, "VP"), CONTAINS(Job Title, "Director"), CONTAINS(Job Title, "Head")), 25, IF(CONTAINS(Job Title, "Manager"), 15, 5)),
email_score, IF(ISNOTEMPTY(Work Email), 15, 0),
size_score + industry_score + title_score + email_score
)
Step 5: Configure CRM Export
Add an HTTP API column to push high-scoring leads to your CRM:
Click + Add Column > HTTP API
Set conditional run: ICP Score >= 70 AND ISNOTEMPTY(Work Email)
Configure the API call to your CRM:
{"method":"POST","url":"https://api.hubapi.com/crm/v3/objects/contacts","headers":{"Authorization":"Bearer {{HubSpot API Key}}","Content-Type":"application/json"},"body":{"properties":{"email":"{{Work Email}}","firstname":"{{first_name}}","lastname":"{{last_name}}","company":"{{Company Name}}","jobtitle":"{{Job Title}}"}}}
Step 6: Monitor Enrichment Results
# Check your table's enrichment progress in the Clay UI# Key metrics to watch:# - Email find rate: target >60%# - Company enrichment rate: target >85%# - Average credits per row: target <10# - ICP score distribution: should have clear A/B/C tiers
Error Handling
Error
Cause
Solution
Low email find rate (<40%)
Bad input data
Clean domains, remove personal email domains
Credits burning fast
Waterfall hitting all providers
Enable "stop on first result"
Duplicate rows in table
Same lead sent twice
Deduplicate before webhook submission
CRM push failing
Invalid field mapping
Test HTTP API column on single row first
Enrichment not running
Auto-run disabled
Enable auto-run in column settings
Output
Enriched lead table with emails, titles, company data
