Getting the Most from RB2B + Clay

Why this matters

RB2B tells you who showed intent.
Clay decides what happens next.

Without Clay, your team manually sorts and enriches leads.
With Clay, every visitor can be automatically:

• enriched
• scored
• filtered
• routed
• alerted

This keeps reps focused only on the best opportunities and removes hours of manual list building.

Quality > volume always wins.

Step 1: Start with clean input data

Before you build automations, reduce noise at the source.

Sending everything to Clay creates messy tables and wasted enrichment credits.

How to achieve it

• Tag Hot Leads in RB2B
• Send only ICP-matching visitors to Clay
• Disable repeat visitor data unless tracking re-engagement
• Send company-only profiles only if your workflows support them

Where to configure it

RB2B Dashboard → Integrations → Clay
RB2B Dashboard → Visitors → Hot Leads → Tag Rules

Quick win

Send only Hot Leads to Clay first. Add more later if needed.

Step 2: Enrich and score every lead

Clay is strongest as an enrichment engine.

Appending firmographic + contact data lets you prioritize automatically.

In Clay:

1. Trigger: RB2B sends a visitor
2. Enrich with providers (Clearbit, Apollo, LinkedIn, etc.)
3. Add formulas to score leads

How to achieve it

In Clay:

1. Trigger: RB2B sends a visitor
2. Enrich with providers (Clearbit, Apollo, LinkedIn, etc.)
3. Add formulas to score leads (company size, title keywords, industry, engagement)
4. Filter to only "high score" records

Example logic

Company size > 50
AND title contains “Marketing” or “Growth”
→ score = High

Quick win

Create one simple “High Intent” score and route only those leads downstream.

Step 3: Route leads automatically

Not every lead belongs in the same place.

Clay should decide destination automatically.

How to achieve it

Use conditional routing inside Clay:

• SaaS → HubSpot
• Agencies → outbound tool
• Enterprise → Slack alert
• Low score → nurture only

Keep rules mutually exclusive so each lead goes to one place.

Quick win

Start with 2 routes only: “Sales now” and “Everything else.”

Step 4: Track buying signals over time

Repeat visits often signal real buying intent.

Clay can track momentum automatically.

How to achieve it

• Enable repeat visitor data in RB2B
• Use domain or email as a unique identifier
• Increment a “visit count” field
• Filter or highlight visitors with 2+ visits
• Prioritize those leads

Where to configure it

RB2B Dashboard → Integrations → Clay → Enable “Send repeat visitor data”
Clay → Table formulas / counters

Quick win

Create a “Visit Count ≥ 2” filter and send those leads to Sales instantly.

Step 5: Send high-intent alerts to Slack

Use Clay as the bridge between RB2B and Slack to notify only qualified leads.

How to achieve it

• Filter for Hot Leads or high score
• Send webhook to Slack
• Include company, title, page visited, and record link
• Avoid sending every visitor

Where to configure it

Clay → Webhook / Slack step
Slack → dedicated #hot-leads channel

Quick win

Alert Slack only for “High Score” leads to keep notifications meaningful.

Keep your integration healthy

Small checks prevent silent failures.

How to achieve it

• Test events monthly
• Confirm Clay tables update regularly
• Verify webhook URLs after changes
• Reconnect if RB2B disables the integration

Where to configure it

RB2B Dashboard → Integrations → Clay → Send Test Event
Clay → Table → Last Updated

Quick win

Set a monthly calendar reminder to test your sync.

Common pitfalls to avoid

• Sending all traffic to Clay
• Enriching low-intent leads
• Enabling repeat visitors without deduplication
• Overcomplicating routing rules
• Not assigning a single destination per lead

Keep it simple first. Complexity can come later.