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:
- Trigger: RB2B sends a visitor
- Enrich with providers (Clearbit, Apollo, LinkedIn, etc.)
- Add formulas to score leads
How to achieve it
In Clay:
- Trigger: RB2B sends a visitor
- Enrich with providers (Clearbit, Apollo, LinkedIn, etc.)
- Add formulas to score leads (company size, title keywords, industry, engagement)
- 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.