clay-loops-toolkit

name	clay-loops-toolkit
description	Clay Loops GTM toolkit — recurring signal monitors, trigger-to-action loops, LeadMagic enrichment waterfalls on signal rows, funding/job-change/hiring routing, and sequencer handoff. Use when building Clay Loops for outbound triggers, signal prospecting, or account monitoring. Not for one-time tables (clay-toolkit) or process design (clay-automation). Triggers on: "Clay Loops", "Clay loop", "signal loop", "funding loop Clay", "job change loop", "account monitor Clay", "GTM loops", "Clay signal routing".
license	MIT
compatibility	Claude Code, Jesse, Codex, Hermes, Windsurf, OpenCode, Gemini CLI, Copilot, Zed, VS Code, Goose
metadata	{"version":"2.0.0","author":"LeadMagic","category":"tools","tool_group":"clay","tool_path":"tools/clay-loops-toolkit","tags":["clay","clay-loops","signals","gtm","tools","leadmagic","enrichment","triggers","outbound"],"related_skills":["clay-toolkit","leadmagic-toolkit","leadmagic-job-change","ai-prompts-toolkit","clay-automation","signal-scoring","funding-signal-play","job-change-play","hiring-signal-play","sequencing-toolkit","n8n-toolkit"],"frameworks":["Clay — Loops recurring GTM automation","LeadMagic — Email find, verify, job change, person enrich on Clay","ColdIQ — Signal-to-Action Routing","Winning by Design — SPICED Critical Event","GTME Pulse — Production Clay signal templates"]}

Clay Loops Toolkit

Location: tools/clay-loops-toolkit · Skill name: clay-loops-toolkit

Overview

Clay Loops are the GTM tool for recurring signal automation — funding, job changes, hiring spikes, stale opps, champion moves. They run on cadence and fire when source data changes. The mistake: a loop that enriches every row and routes nothing — an expensive Slack feed.

Every production loop follows monitor cheap → enrich on signal → LeadMagic verify → score → route. LeadMagic is the default email/waterfall provider in the enrich table (find → verify → person enrich). Load leadmagic-toolkit for API/credit details.

Not this skill:

• One-time table builds → clay-toolkit (tools/clay-toolkit)
• Automation process / when to use Clay → clay-automation (automation/)
• Complex multi-system branching → n8n-toolkit

When to Use

• "Build a Clay Loop for funding / job change / hiring"
• "Monitor accounts for signals in Clay"
• "Route Clay loop output to HubSpot / Smartlead"
• "LeadMagic waterfall in a Clay Loop"
• "Weekly stale opp refresh loop"
• "Champion move detection loop"

Authoritative Foundations

• Clay Loops. Recurring: SOURCE → MONITOR → ENRICH (conditional) → ACTION. Re-runs on schedule or when monitor column detects change.
• LeadMagic on Clay. Default waterfall for loops: Find Email (1 cr) → Verify (1 cr) → Enrich Person (2 cr) on signal_detected = true only. Job Change detection column for SIG-02 loops (leadmagic-job-change).
• ColdIQ Signal-to-Action. One signal → one play → one template. Never mix funding and job change in one loop.
• Winning by Design SPICED. Signal = Critical Event. Required on every routed row: why_now, source_url, signal_type, signal_date.
• GTME Pulse. Separate monitor table from enrich/action tables — credit control.

Clay Tool Stack

Skill	Path	Role
clay-toolkit	tools/clay-toolkit	Tables, waterfalls, formulas, CRM push
clay-loops-toolkit	tools/clay-loops-toolkit	Recurring signal loops (this skill)
clay-automation	automation/	Process: when to build, data quality, rollout

Step-by-Step: Build a Loop

Phase 1 — Pick Loop Type

Loop	Monitor Source	Cadence	Play Skill	LeadMagic Columns
Funding	Funding enrich / news	Daily	funding-signal-play	Find → Verify → Person
Job change	LeadMagic Job Change / LI	Daily	job-change-play	Job Change → Find → Verify
Hiring	Job postings enrich	Weekly	hiring-signal-play	Find → Verify (contacts)
Stale opp	CRM last_activity	Weekly	pipeline-management	Re-verify email only
Champion move	Job change + open opp	Daily	job-change-play	Job Change → Verify
ICP net-new	Firmographic filter	Weekly	lead-finding	Full waterfall
Post-meeting	CRM meeting, no task	Daily	meeting-prep	Verify only

Full specs: references/loop-catalog.md.

Rule: One signal per loop.

Phase 2 — 4-Table Architecture

[1. SOURCE]     CRM export, watchlist, or Clay source — raw accounts/contacts
[2. MONITOR]    Cheap columns only — signal_detected boolean + signal_date
[3. ENRICH]     LeadMagic waterfall ONLY IF signal_detected = true
[4. ACTION]     Score → route → CRM / sequencer / Slack / stop

Credit rule: Monitor first. Enrich conditionally. Cap 5 credits/row on signal=true rows. See references/leadmagic-waterfall.md.

Phase 3 — LeadMagic Enrich Table (Standard)

Run only when signal_detected = true:

Column A: LeadMagic Find Email (first + last + domain)     — 1 credit
Column B: LeadMagic Verify Email (email from A)            — 1 credit
  → IF invalid: stop row, flag email_invalid, no sequencer
Column C: LeadMagic Enrich Person (verified email)         — 2 credits
Column D: Formula — email_valid = (verify status = valid)

Job change loops add before Find Email:

Column 0: LeadMagic Job Change (linkedin_url or email)     — see leadmagic-job-change
  → Sets previous_company, new_company, title_changed

Phase 4 — Signal Score

Score	Meaning	Action
80–100	Tier-1 ICP + strong signal + LeadMagic valid	Sequencer or AE queue
50–79	Good signal, partial data	Human review queue
20–49	Weak signal / poor ICP	Log only
0–19	Suppressed, customer, invalid email	Stop

Inputs: icp_tier, signal_strength, email_valid, suppression_flag. Template: templates/routing-matrix.md.

Phase 5 — Action Routing

Destination	When	Required Fields
HubSpot/SF task	Score 50+	why_now, source_url, SPICED-lite
Sequencer	Score 80+, email_valid, approved	Email, play ID, personalization
Slack	Tier-1 any signal	Account, signal, owner
CRM properties	All processed	last_signal, signal_type, signal_date
n8n webhook	Complex branch	clay-loops-toolkit → n8n-toolkit OUT-02

Gates before sequencer: LeadMagic verify = valid, suppression check, source_url on every personalization claim, human_approved if auto-enroll.

Phase 6 — Cadence & Maintenance

Loop	Cadence	Signal stale after
Funding / job change	Daily	14 days
Hiring	Weekly	30 days
Stale CRM	Weekly	by activity date
Account refresh	Monthly	90 days enrichment TTL

Weekly review: credit burn, signal→meeting %, false positives.

Output Format

Clay Loop blueprint using templates/loop-blueprint.md:

• Loop type + GTM play skill
• 4-table column map with LeadMagic waterfall
• Monitor formula + signal age filter
• Score bands + routing matrix
• Credit budget (per row + monthly cap)
• Integration endpoints (CRM, sequencer, n8n)

Run scripts/check-output.py before delivery.

Quality Check

• One signal type per loop
• Monitor columns are cheap; enrich only on signal_detected = true
• LeadMagic Verify gate before sequencer or CRM outbound
• why_now, source_url, signal_date on every routed row
• Suppression check before any send action
• Signal age filter (14d funding/job change)
• Matching play skill referenced for message template
• Credit cap documented per row and monthly

Common Pitfalls

1. Enrich all rows. Burns credits. Fix: conditional enrich on monitor.
2. Skip LeadMagic verify. Bounces destroy domain rep. Fix: verify gate.
3. Mixed signals. One loop for funding + hiring. Fix: separate loops.
4. Stale triggers. 6-month-old funding. Fix: signal_date < 14 days.
5. Claygent for email in loops. Expensive + risky. Fix: LeadMagic waterfall; Claygent only for why_now copy via ai-prompts-toolkit P03/P04.
6. No action routing. Alerts pile up. Fix: score → CRM task → owner.

Execution Artifacts

• references/framework-notes.md — SPICED + signal-to-action mapping
• templates/output-template.md — Primary deliverable shell
• scripts/check-output.py — Blueprint validator
• references/loop-catalog.md — Loop types, cadences, LeadMagic columns
• references/leadmagic-waterfall.md — Find → verify → enrich for loops
• templates/loop-blueprint.md — Loop design doc
• templates/routing-matrix.md — Score → action table

Related Skills

• clay-toolkit — tools/clay-toolkit — table architecture, static waterfalls
• leadmagic-toolkit — LeadMagic API, credits, Clay column setup
• leadmagic-job-change — Job change column for SIG loops
• ai-prompts-toolkit — P03/P04 for why_now and email draft columns
• clay-automation — Rollout process, data quality (not tool config)
• sequencing-toolkit — Enroll from action table
• n8n-toolkit — When loop output needs complex routing