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Hey there! Welcome to the 72+ new subscribers! You’ve joined a growing group of GTM operators that want to get better at Clay. Real quick, help me help you by voting:

Cool Things I Found This Week

🌱 Clay

• How to setup scheduled runs to import data to Clay table

• How she ran a customer retention campaign using Clay

• Somebody built a Clay “swole book” table (table)

• How we run our ABM strategy at Clay (PDF)

👀 ICYMI

• How to Turn Social Intent Into Booked Meetings (+template)

• How to capture product feedback with Clay and Gong (+template)

• How to enrich webinar attendee lists to find leads with Clay (+template)

Clay Integrations of the Week

1. HG Insights - HG Insights provides technology intelligence solutions, helping businesses optimize their go-to-market strategies by leveraging data-driven insights. How to use it → build prospect lists of companies that use specific technologies not found on website (like Salesforce).
   

2. Twain - Twain AI is a company that specializes in providing AI-driven solutions to enhance customer interactions and streamline business processes. How to use it → generate a full sequence of emails at once.

Got questions on how to implement? Reply to this email with your question.

The Challenge

Today, I'm going to show you how to run campaigns targeting customers that use your competitors tools with Clay. (Scroll to the bottom for a demo video and template).

Most outbound teams waste time reaching out to the wrong accounts.

Why?

Because you don’t know which companies are actually using competitor tools. Without accurate technographic data, your team will struggle to identify which companies use your competitor’s product - leading to wasted effort on cold, untargeted outreach.

Want to win customers away from your competitors?

You need visibility into their tech stack.

Why It's Important

To win in 2025, go where the customers already are.

When a company is actively using your competitor’s tool, they:

• Understand the need for your solution
• Have a budget allocated to solving the problem
• Are more likely to switch if your value prop is stronger

Without this data, your outbound sales team is:
• Wasting hours sending cold emails to low-intent prospects
• Losing high-fit customers to competitors who are faster
• Ignoring prime opportunities for displacement campaigns

(Let’s play a game)

Would you rather…

A) Email random companies that may not even need your solution?
B) Target companies already using a competitor, so you can offer a better alternative?

If you chose A, please unsubscribe and find help.

Common Solutions (and why they fail)

Most teams try to solve this by:

• Buying sketchy email lists that are 40% bounces and hoping for the best

• Making SDRs stalk LinkedIn profiles for hours looking for tech stack clues ("I think I saw their logo in a screenshot once!")

• Paying WAY too much for general "intent data" that doesn't tell you what they're actually using

These approaches are:

1. Soul-crushing for your sales team

2. About as effective as a chocolate teapot

Meanwhile…

Your perfect customers are out there ACTIVELY USING YOUR COMPETITOR'S PRODUCT while you're sending "just checking in" emails to companies that don't even use a tech stack similar to what you offer.

A Better Way - Using Social Signals with Clay and HG Insights

Instead of cold outreach that makes everyone hate you, use Clay + HG Insights to find companies actually using your competitor's product.

Here's how to do it without needing a PhD in Clay:

Step 1: Steal My Template

Click here to copy my Clay template because why reinvent the wheel?

Step 2: Find Companies Using Competitor Tech

Use HG Insights to pull a list of companies actually using your competitor's software (not just "might be interested someday"). In this example, people using Salesforce CRM.

Step 3: Find the Decision Makers

Use Clay's Find People feature to locate the poor souls responsible for buying that inferior product (VPs, IT leaders, etc).

Step 4: Send Non-Terrible Outreach

You can use another integration called Twain to have Clay auto-generate multiple personalized messages like:

"Hey [Name], noticed [Company] has been using [Competitor Tool] for a while. Our customers who switched from them typically see [specific benefit]. Quick question - are you still dealing with [common competitor problem]?"

Step 5: Export to Your Sales Sequencer

Push to Smartlead, Outreach, Salesloft, or Instantly and let the magic happen.

The Result

Your SDRs will stop contemplating career changes because:

• They'll get responses (people tend to reply when you know their pain points?)

• They'll spend less time researching and more time selling (we love to see it)

• They'll have actual conversations instead of being ignored all day (chef’s kiss)

• You'll look like a genius for implementing this

Now, go be a hero — steal this template and get building.

Demo Video

Hey, can you help me out?

Please vote below on what content you want more of. It goes a long way:

Until next time,

Chris Viglietta
Creator of GTM Guys

PS: 

Need help getting start with Clay? Reply to this email.