Hey there,

For the next two weeks, I want to try something different.

I want to build Clay tables with you.

By the end, you’ll learn how to build an epic GTM strategy in 2025 using:

• Clay

• AI

• automation magic

(How?)

We’re going to build some EPIC workflows for… the Girl Scouts.

(Yes, t he girls that sell delicious cookies for $5🍪)

(But why the Girl Scouts?”)

Well… the Girl Scouts pay Salesforce $5m per year.

This got me thinking…

If they’re spending this much on Salesforce… how can they use Clay to grow creatively?

Let’s find out.

But first…

Cool Clay Things I Found 🤠

• My favorite GTM plays by Kyle Poyar

• Lead scoring sucks by Jen Igartua

• Find companies by tech stack with HG Insights

• A bunch of Clay questions answered by Eric Nowoslawski

How the Girls Scouts can GTM with Clay in 2025

Let’s set the premise. Clay has six main use-cases for the GTM workflow:

• list building

• scoring

• enriching

• CRM updates

• routing

• drafting outreach

We’re going to cover the first three today.

To get started, I did some digging (bc idk about the cookie business)

After some research, I learned the following:

• Cookie selling is a 6-week cycle

• Scouts sell more cookies using booths near:

  • grocery stores, Walmarts, and company offices.

• They send customers to a Digital Cookie Page where customers can pay online

• They cold outreach to dentists, doctors, and real estate agents locally

• They ask existing customers to repurchase (read expansion)

• To win a trip to Disney World, we need to sell 5k boxes
  

  

  These are the sales targets we need to hit

1. List Building

If we’re the Girl Scouts, we need to build a list of target accounts to assign reps.

(Er… I mean troops scouts)

I propose two strategies.

Strategy 1:

Since we know we sell more cookies outside of grocery stores and Walmart, let’s map out our TAM (total addressable market) and find the general managers. Then, we can ask if we can setup booths nearby their HQ and activate these locations every week.

Strategy 2:

We can cold outreach dentists, doctors, and real estate agents locally and send them personalized videos asking to purchase our cookies via the Digital Cookie Page.

Strategy 1: Local grocery stories and Walmart

In Clay, it’s is simple to start building lists.

For now, we use the “Import businesses from Google Maps” integration.

Great!

Now we have 1k+ accounts in Los Angeles to go setup booths at.

But before we do that, we need to enrich and score these accounts.

If we don’t, we’ll waste time and energy on the wrong accounts.

Let’s start with enriching these accounts.

2. Enrich

In Clay, we can use 100+ data providers and AI agents to find valuable information.

And… it’s automated. So it saves us a TON of time.

I think we will want to enrich each grocery store to find the following data points:

• If there’s a General Manager we can contact

• If there’s a parking lot so we can setup our booth

• If it has good reviews (we want to keep our troops safe)

• If the store has 100+ reviews on Google Maps (this means they’re legit)

Great news — we can find contacts for each company a couple clicks.

We can take this a step further and use AI (or Claygent) to estimate daily foot traffic.

Foot traffic might be helpful to know which grocery stores will yield higher sales.

Ex: 2,000 daily visitors x 5% conversion rate x $20 ACV = $2000 daily sales

This information will help our Girl Scout Troops reverse-engineer how to hit our goals:

• sales goals ($2k+ gets us top-seller award)

• unit sold goals (30k gets us to Disneyland)

Here’s how to setup our AI, Claygent, for this use-case:

(Note: I tried to use an API to get foot traffic, but couldn’t get it to work at 11pm 🤷🏽‍♂️)

3. Classify

Ok, now that we have a list of 1000+ accounts with enriched data, let’s classify them!

As a girl scout, we want to focus on the top 25 accounts and reach out to them first.

I think we can classify each account as Tier 1, Tier 2, or Tier 3 based on the following:

• T1: has a GM contact info, is high foot traffic, 4+ review score, 200+ reviews

• T2: has a GM contact info, is medium foot traffic, 4+ review score, 100+ reviews

• T3: no GM contact info, is low foot traffic, >4 review score, less than 100 reviews

In Clay, we can use Formulas to classify leads for FREE.

If we score leads, the Scouts can focus on the top accounts and close more sales.

That’s it for today!

We covered the first 3/6 use-cases Clay can solve for.

Next, we’ll cover:

• CRM updates (they spend $5m per year after all)

• routing to reps (Girl Scouts)

• drafting personalized outreach with AI

With AI, we can automate this scenario:

• each Girl Scout records ONE video

• AI personalizes each video for 1000+ contacts

• Each grocery store manager, dentist, real estate agent is more likely to engage

• This leads to more booked discovery calls for the Scouts

• This leads to more reserved times to rent space on-site

To help prove my point, here’s a personalized video generated by AI that I made using HeyGen and SendSpark:

If you found this newsletter exciting, please reply with your thoughts and let me know if you’re excited for Part 2! Thanks in advance :)

Remember…

You can always vote and tell me what you content you want:

Until next time,

Chris Viglietta
Creator of GTM Guys