How Clay turns original data into interactive lead magnets

Will Gao

Welcome. Welcome. Welcome, everybody, to this beautiful day here in the land of, uh, go to market, b to b, b to c, all that fun stuff. How's everyone doing? Alex, how are you doing?

Alex Lindahl

I'm doing good. I'm excited to be on, uh, on the webinar with you, Will. Yeah.

Will Gao

This is, uh, this is a collab I'm waiting for for a long, long time. I mean, I feel like to a lot of people, us, to people in the crowd, I think Clay is, like, the GTM team of GTM teams. So, uh, the fact that you're willing to come on and spill some beans were I think everyone's super excited.

Alex Lindahl

Yeah. And it was just, like, a couple weeks ago where I first got my hands on Ploy, uh, started building with it, and already have a bunch of sites going live. So, uh, it's been a really quick, uh, kind of, like, turnaround in terms of getting getting, uh, access and then actually, like, shipping something.

Will Gao

Yeah. Yeah. I think it's kind of insane how fast it, like, took over. Like, it started with, like, Clay's growth team, and then now we're, like, in, like, a studio team and some fun stuff. We're cooking up with, like, the sales sales squad as well. It's, uh, it's it's really, like, exciting, the momentum that you guys have. And, also, of course, congrats on the incredible, uh, fundraise yesterday. You know, I think all of us anyone on on LinkedIn probably got a bit part about the news. But, uh, how's that Thank you. On on your side?

Alex Lindahl

I mean, it's it's super exciting. It says series d, uh, a 115,000,000, but I think the most exciting part about the announcement, uh, is actually our million dollar fund to help the next thousand, uh, people become GTM engineers. Mhmm. So we're actually putting a million dollars towards, uh, scholarships, people learning from different, uh, partners, uh, content sites. Uh, so I think that's actually the the headline and the most exciting part because we're we're actually giving some of this money back to the community and and, um, helping the GTM engineering movement, uh, continue to grow.

Will Gao

That's incredible. That's incredible. Um, I'll think of trickling. I think we'll we'll we'll kick things off officially at 01:03 PM eastern here. Um, but I'd love to do a shout out and shout where they're calling in from. So it's, like, tradition that we've been doing since the first webinar, but I love seeing the representation from, you know, hopefully, in the great greatest in the world, New York, you know, people out in SF, uh, people from, like, Europe, uh, South America. That's it. Brazil. There we go.

Alex Lindahl

Nice. UK.

Will Gao

France. Burnemouth. Sweet. Cameroon. Cameroon. That's super exciting. Yeah. It's awesome seeing the community get more and more alive as as the the more keep doing these. But look at the clock in the top right corner. It is now 01:03 PM. So why don't we share the slides and and get going? So, yeah, we're super excited to talk about this initiative that has been cooking on for the past few weeks. Um, and today, we're gonna be spilling the beans on how Clay, uh, the GTM team, GTM teams is building custom lead magnets with ploy, how are they reran the playbook, and, you know, what's some alpha that you guys can take home and drive live pipeline to your companies, uh, today. Uh, well, over here on the deploy side. Um, and but the star of the show today is not me. It's it's Alex Lindahl over here, who is currently a creative residence, uh, at Clay and is also a former, uh, GTO engineer, so as a con executive. Alex, why don't you say a little bit about yourself and what kind a led to to you being here? It's like I I think it's a bit of a unconventional path.

Alex Lindahl

Yeah. Totally. So I started at Clay a little over two and a half years ago, uh, and I I but I was first aware of the company, uh, two years before that. So it's been about, like, four and a half years in the Clay community. And, uh, four and a half years ago, I got my hands on Clay. This is before they even have, like, a pricing page, and I was giving feedback to the team, uh, using it myself for a couple use cases in sales. Uh, and I always thought this this company had, like, uh, a lot of potential in terms of, like, what it was building, uh, but didn't know it was gonna, like, take off and had no idea it was gonna end up working at the company. So then about, like, two and a half years ago, um, I was just talking, uh, on or not talking, but, like, writing on LinkedIn about what I was doing. And so Varun, uh, one of the founders, he he remembered me because we would talk on and off. I was like, hey. You should come over to Clay. We're actually, uh, selling things now. We have some customers, and we invented this new role called the GTM engineer. Uh, so I was like, uh, okay. That's that's interesting. What's the GTM engineer and all that? And, like, should I take a take a bet and, like, change my title, and would that impact kinda, like, my sales career and so on? Uh, fast forward, um, over the past two and a half years, uh, have been helping some of our, like, enterprise customers such as, like, NVIDIA and Reddit, uh, use Clay. So combination of sales, doing some poor deployed engineering work. And then on the side, I was, uh, I started a newsletter, uh, dtmengineering.ai. And so the, uh, creator role kind of came about organically. Mhmm. And then, uh, just last quarter, they're like, hey, Alex. You really love creating content. Um, we think you'd be great for this role. Do you wanna do you wanna try this new role creator in residence? And I was like, yeah. That sounds that sounds awesome. And now my day to day is is basically coming up with interesting, uh, plays, growing our different, like, surface areas, uh, and spending a lot of time employed building these interactive, uh, lead magnets, but also, uh, thinking about how can we we, uh, reinvent the the lead magnet, uh, to make them, uh, much more interesting in a clay way. So that's that's why I'm, like, excited to, uh, you know, show what we're cooking up here with, uh, with you guys.

Will Gao

Yeah. It sounds good. And we got a lot to cover. So why don't we go through the agenda? Um, so like Alex mentioned, we're gonna be talking about, like, why Leadmatics and the and the teams that are shipping them? Uh, why are they changing in in 2026? Um, we're gonna go from there to to explore Clay's four step process to how they think about creating these, you know, content pieces to generate pipeline. Uh, it's a framework that you guys can just take home and start using for your own companies, uh, today. Afterwards, we're gonna dive deeper into this speed to lead benchmark and workflow that, uh, Alex has come up with for the first lead magnet. The exciting is you guys are actually gonna get a sneak peek at this, uh, this industry report that's gonna be dropping in a few days. Um, but then afterwards, we'll we'll show the backend of how the data that Alex kinda aggregated Clay, how that formed the backend to for the reports that deploy. Um, and after walking through the nuts and bolts of how it works, Alex is actually gonna be doing a live demo of how to replicate this exact workflow for a new hypothesis around Reddit AMAs. And then last but not least, um, we'll be talking about what are some of the other exciting go to market place we build with this new thing called Ploy DB. More on that later. Um, Yeah. Let's start by talking about the lead magnets and the teams behind them. So, uh, Alex, you've been living in this world for a few weeks. I also I also look, like, kinda curious, like, talking about the leap between, like, creator and residents into, like, lead magnets. You know what I mean? So, normally, I feel like it's like a content team or, like, a brand design team that's working on those. You know?

Alex Lindahl

Yeah. Totally. So the the role is kind of interesting because we're kind of it's almost like a vertically integrated, like, machine similar to, like, how, um, Elon Musk, like, vertically integrates, like, all of his companies. So for the creator and resident role, uh, the the idea is that this one person can build something or come up with an idea, uh, build something, so create the workflow, like, behind it, then tell the story of how you built that workflow. So So jumping on this, like, webinar to to, like, walk through it. And then, um, generate, um, leads and and grow the audience with their own distribution. So one person team from ideation to building something to creating that piece of content to then leveraging their own, uh, distribution to get the word out about it and then obviously leveraging other people in the company to, like, amplify that too. But now instead of having going from, like, idea, going to the design team, going to the the marketing team and so on, you know, we collapse that workflow into just, like, one person. And now we're gonna be able to ship things, like, much faster. It's also, like, open us up to being able to, like, just experiment more. So over my career, like, done eight series a companies and the whole and the entire time. Yeah. Most of the most of the demand gen is like, hey. Here's a static PDF. Put your email in to download it, and, you know, that's kind of like it. And so now that we have AI, now that we have Clay, now that we have that that we Ploy, we're think we ask ourselves, how can we we how can we reinvent that kind of, like, experience into something that, uh, people get more value than just that, like, static, like, PDF? So, like, in our speed to lead report, which we'll go into, uh, next, you know, we're not only giving them a a benchmark report. We're actually showing people how we built this workflow that leverages, like, multiple different agents. And then we're actually showing people data on their own company that we tested so that they can benchmark themselves against, like, the industry. Mhmm. So now they get all of this so now they get different layers of kind of, uh, value, and it's not just a, you know, static PDF that is the same for everyone. It's this interactive experience. They can benchmark themselves, and then they're actually getting a piece of content that's completely personalized to to themselves that's gonna, like, help them improve while highlighting, like, the clay product. And so that that accomplishes so many more things and just like, hey. Here's a PDF. Give me your email address, and and that's it.

Will Gao

Yeah. I think, like, what's what's so fascinating to me about this initiative and the fact that you're out here, like, you know, like, full stack, slash vertically integrated shared use experiences is I think it's such like a microcosm for some of the larger trends that we're seeing across, like, the go to market industry, especially with, you know, AI and and tools like like Clay Employ. Right? Where, um, on one hand, like, by compressing the time and efforts and that it takes to, like, research, uh, and grab data and and create assets. Um, not just for lead magnets, but I think for so many different, like, go to market channels, uh, teams are able to become more and more and more personalized. And similarly with AI also kind of democratizing the context and the ability to execute, we're also seeing, like, flatter hierarchies and more people on, uh, in a given, like, growth and marketing team being able to be fully independent and be able to execute kinda, like, full stack as opposed to having to rely on all these cross independencies with, like, brand and design and engineering. Um, I think that's, like, a it's a big trend that we see with a lot of, like, employee customers where it get lets them get more personalized with all the channels. But then the surprising thing is it just lets them, like, in general, just like shit more. You know? I think we all like, every company has, like, that backlog of ideas that they're like, that'd be so cool to, you know, do this if we have the time and energy to. Um, but then when you let everyone kinda shift their ideas instead of having them to all go through, like, a single, like, you know, production funnel, It just results in a much more experimentative, agile, and fast moving, you know, organization.

Alex Lindahl

Yeah. We have a we have a kinda, like, um, phrase internally, uh, more is more. And so you may think, hey. We need to, like, really make this piece of content, like, perfect. But instead, we're we optimize for putting out more content because the more content we put out, the more likelihood that we're gonna find something that goes viral or, like, really, uh, strikes a chord, and then we can learn and iterate off of that content. So we get more data much faster, um, by shipping faster, creating more content. Uh, and then that also forces us to kinda push the envelope of how we build the systems to put out that content much faster and do that in, like, a a quality, uh, you know, with quality.

Will Gao

I see. More is more. I I really like that. Um, so why don't we go, like, more into the weeds of, like so we talked about how, like, the workflow is changing, but tactically, like, what what what are you are you doing to create these kind of assets?

Alex Lindahl

Yeah. So they started off, um, in the in the sales role as as aGT M engineering. So, uh, one of our one of our main, uh, use cases is automating inbound follow-up. So at Clay, uh, we we actually have automated how, uh, people get followed upon. We don't have SDR s doing it. Uh, historically, um, over the past, like, two and a half years, meetings just show upon our A E's calendars, And that's because we have this process that kinda, like, enriches, qualifies those leads, and then sends, like, the right booking link to, uh, toto, uh, get on someone's, like, calendar. So that that use case is, uh, you know, one of our main ones. And a lot of people on calls, uh, in customer calls talk about how their speed to lead is is relatively, like, slow, and it takes along time for, like, that human follow-up. So the first thing we did was, like, for create for thinking of this asset was, um, you know, okay. What can we what use case can we tie this to? We chose speed to lead, um, because that helps activate kind of, uh, customers on Clay. And then, uh, from there, we figured out what what content or data can we go and gather that's gonna be super interesting for, uh, for that audience to kinda benchmark themselves. So, like, what we did was we then, uh, built a work flow of agents that, uh, an agent will go find the customer's website, find the demo form. Actually, we're gonna go into this we're gonna go into this next. So back to the four step process. Go over it real quick. We're kinda jumping around here, but, uh, but that's because I'm, like, getting excited. So so first, like, identify a use case that, uh, is strong for your, uh, strong for your yeah. Thankyou. So genera uh, figure out what use case you wanna highlight in this, like, lead magnet, then figure out, um, away togo generate, like, some interesting data, like, at scale, um, that you can build, like, an interactive, like, experience on. Then I would say, you know, create a create a newtype of role where someone has more flexibility togo and experiment. And so that's the creator and residence role for us. Uh, then, uh, the third step is, hey. What tools can you use to generate this, like, pretty quickly? Uh, and what new tools out there like ploy and clay can you use to create repeatable, like, processes so then you can ship these in, like, aweek, not, like, multiple weeks or even a day. And then, uh, once you have that, uh, lead magnet, then leverage your existing distribution. So we we distribute through we we have multiple different service areas such as, like, YouTube channel. We have all of our execs posting on LinkedIn. Uh, I post on LinkedIn. Multi multiple, um, employees have, like, newsletters and soon. And so then we create a plan to get the, uh, that lead magnet, uh, out by telling stories and narratives, um, that tie that kinda, like, lead magnet or, like, value, uh, value prop into it. And so that's where exactly what we'redoing with, like, the speed to lead report, um, which we can now go into. And I can tell you, like, a little bit more about that and, like, um, how we're doing it on ploy. So the the speed to lead report, um, what it's gonna be, and we're launching this in a couple days. It's basically, uh, a benchmark where we tested over6,000companies, uh, speed to lead. So we actually had an agent go out and test these, monitor the speed of of someone getting back to usvi a email or phone, and then we aggregated those responses, analyzed the, uh, personalization level to it, and then created a benchmark to it. But now since we have thousands of companies, um, with, uh, where we have collected this data and analyzed it, now not only can you input your email, get that speed to lead report to get all the data, but we're also gonna generate an actual customized personalized report for you. And so that will cover our findings of, um, how fast you got back to us, the personalization, were we actually, uh, a qualified lead for you or not, um, and a bunch of other things. So based on that person in putting their email, uh, you may get a customized report because we have your data, um, and we tested your website. Ortwo, we tested your website, but you never got back to us. That's also telling. Or we didn't test your website because we, you know, we can't test the whole world. Yeah. But in that case, then that'll kickoff another work flow in the backend where we can then, like, go test it, like, for you and then comeback and give that, um, give that report to you, uh, a little bit a little bit later. And so what's also nice about this is it makes it really easy to hand this information off to the SDR team so that they have one talk track, one use case togo over, and some, like, very interesting data to share, um, which makes that conversation, um, much much easier too. So that's kinda, like, how the how the report, um, works and what we're doing to make it, like, more interactive, uh, personalized. And the non the page, there's also, like, little animations and things to click into to get more data and also, like, um, generated recommendations on how to improve, like, your form and how to, like, increase your speed to lead by doing certain, uh, certain things.

Will Gao

So if I understand this correctly, it's basically, like, you found out that one of the biggest pain points that leads someone to to, you know, invest in Clay is having bad speed to lead. And then so you guys took, like, 6,000, like, named accounts and actually use agents to figure out what their speed to lead is. And then now you have this report. It's like the status speed to lead. But if you're one of the named accounts, when you go to that report, you also see a personalized report for you. And then if

Alex Lindahl

you have

Will Gao

a demo through that, then that also that context gets fed to your sales team, then continue that customer journey throughout, like, the whole thing to close it.

Alex Lindahl

Exactly. And then we do other things too, like, create personalized landing pages with that information per company. Um, but, like, the the report is, like, interesting of its of itself. Like, they're gonna get value out of that. But in the report, we're actually walking we're also walking through the the user of how Clay automates and orchestrates all of these different agents to get this information. So, basically, what we did what we did first, if you go back to the accounts accounts, uh, section. First, we uploaded a target list, our tier one, tier two accounts. Uh, so this was, like, uh, like, over over10,000orso. Uh, the next thing we did was, um, find the form. So we use C lag in t to do that. C lag in t's our A I agent. And so it goes to the website, um, analyzes it, figures out where what URL, um, brings you to that to that form. The next thing we do is now we need to give that form information, um, but we need to do it with two other new agents, uh, or two other, like, agents that have specialties. So agent mail is basically email for for agents. Uh, Sab rely provides phone numbers for agents. So both of these providers have aM CP that we can connect into. And so we we created an agent mailand aS ab rely phone number. That way, when someone responds to that email address, agent mail sends aping to Clay, and then we log the time. Same thing with Sabre e lig. When someone calls that number, itgoes, uh, back to Clay and log that time.

Will Gao

I see.

Alex Lindahl

So now we're, like, we wait for the company to, uh, wait for the company to respond. When they do, goes back into agent mail safely. They ping us. And since we orchestrate the whole thing, we have a timestamp of when we submitted that form and then when that person, uh, emailed that emailed back or made that phone callback. Since we also have, um, and that's on the that's on the return, basically, just connections through, um, MCP. Then, uh, the finally, the last step is we're not only analyzing the time, but we can also analyze the personalization of that email. So we can figure out, does this look like a template? Is it fully personalized? Is it, uh, you know, lightly personalized and so on, um, with the with the speed? Uh, then the the final analysis that we did was, um, we looked at okay. We input we inputted a persona, which was like a CEO from a, um, uh, company, Subconscious. Subconscious actually is one of the agents that did the actual, like, filling out. And so they're they're a small, you know, small software company. Uh, so then we were able to analyze the target company's ideal customer profile and whether we fit that profile. So so we can figure out, okay. Maybe they got back to us, but maybe they didn't qualify us. Like, we're actually the wrong fit. So now they're trying to set up time with a lead that doesn't make sense. Or maybe we're qualified. Uh, they didn't realize that, and they just, like, never got back to us. So they failed to follow-up with, like, a a lead that actually meets their ICP. So there's some, like, really interesting, um, uh, really interesting, like, insights that are that are coming out in this report. Uh, but those that's kinda, like, how we did it. We orchestrated the entire thing with, uh, for the four agents, which is, like, playgent, uh, to find the, uh, web form, then agent mail for the email, Saferly for the phone number, and then subconscious for the agent that actually does the filling out, um, of the information, like, on that form.

Will Gao

Got it. Okay. Cool. And then once you had all this data, like, how did that come together?

Alex Lindahl

Yeah. So then what we did was we we wrote, uh, we wrote up a, uh, a report in in Google Docs, uh, kinda like shape the report, um, figure out, like, what elements or what what story do we wanna tell. We we built an outline in ploy. So ploy we used ploy to actually build the, um, the website. Uh, from there, we iterated kinda, like, back and forth on those different kinda, like, elements, like, of the page. Once we got that kinda, like, narrative right and the work flow right and and kinda, like, the the elements, then we took all of that data that we got from, uh, the agents, and we input it into Employ DB, which was super easy. We just said, hey. Pullit. Spin up a Employ DB, uh, instance for us, and, um, here's all the data, create the backend, and boom. Uh, now now there's a backend for the website that I can pull data from to create the personalized reports and kind of interactive, uh, elements of the site. So, like, digging into certain, like, um, statistics. And then from there, we kind of just, uh, went back and forthwith ploy, kinda using it as a, um, thought partner to say, hey. This is my goal. How can I make this, uh, this landing page, um, with best practices to optimize for, like, conversion? And so kinda use it as a thought partner, uh, and ask the questions. And then based on those those answers, then then I would kinda, like, iterate on the report to make it, like, better and better. Mhmm. And then from there, uh, finally, we connected Clay in the backend so that as people were submitting, uh, leads for their email, then it goes into Clay. We enrich them, figure out if they're meet our ICP, soon. And then we have a bunch of other work flows that are gonna kinda, like, kickoff from there. Um, and if we don't have someone speed to lead, then we'll kickoff a whole another process to actually go test that website.

Will Gao

I see. Got it. And then, I guess, if we go back to previous slide, we can kinda see, like, what that backend looked like inside Ploy DB.

Alex Lindahl

Yeah. And what was what was nice is, like, I'm a very visual person. So, uh, going from a CSV to uploading into, like, Ploy DB, I got, like, a very nice visual visualization of the data. Um, and then that also made it easier to think about, okay. What what data do I wanna show on the website or what what calculations do I wanna make about the data to get, like, the percentage breakdown of, like, certain things.

Will Gao

I see. Got it. Okay. Makes a lot of sense. Makes a lot of sense. So then that that all in all is pretty much the whole workflow where you, like, found all the data, moved in Deploy into Flow DB, code Deploy for a bit to figure out what the ideal format is, and then boom. It's the right it's ready to ship, essentially.

Alex Lindahl

Yeah. And so we've gone from you know, this could have been a static kind of PDF report, uh, but now it's a interactive mini app that, uh, actually gives you something personalized, uh, to to, like, you and you and the company. So, hopefully, hopefully, that's exciting for everyone, and, like, we'll see how it does in the market in terms of, like, what piece we get. But, uh, I think it's definitely a much more, um, inviting experience and something cool, and and we can show all these things behind the scenes as well,

Will Gao

which is, like, this this extra, like, bonus. Yeah. Imean, Ithink, like, to be the thing about, like, sales marketing, it's at its essence, it's all about, like, how deeply can you understand, like, someone's, like, needs and and pains and then guide them to, like, uh, the right solution for them. I think by rolling out the red carpet like this and being like, hey. We actually did a deep dive underneath. Like, here are the gaps. Here's where you here's where you stand relative to, like, your competitors, and here here ' show we can help out. Um, I think that's, like, really, really powerful. Why don't we drive this home and actually walk through alive example of how someone at home could also do something like this for their own company?

Alex Lindahl

Yeah. Let's do it. So, um, let me let me share my screen here. Great. Well, can you see my screen?

Will Gao

Yep. I think we yep. We can see it loud and clear.

Alex Lindahl

You're loud and clear.

Will Gao

I can't see it.

Alex Lindahl

Okay. So what you're seeing here is this is this is a webpage or a landing page that I built actually just the other day, uh, um, pretty quickly. And so what I'm doing is we we have a Reddit, uh, community on GTM Engineering, and we host weekly, uh, GTM builder AMAs. So we host, um, you know, VPs of revops. We host agency founders. We we host people internally that talk about how we're building, uh, these different workflows internally or how we, you know, run our GTM engineering team, um, or just various operators and GTM engineers that are building, like, cool stuff. And so what I wanted to do is create a landing page that, uh, you know, just a simple, capture so we can update people on when, like, the next one's coming out and what that topic is gonna, like, uh, topic is gonna be. At the same time, I want to capture, like, what people are, like, most interested in um, learning or what types of personas they would like to us to have on. Uh, so I'll show you that. And then and then finally, to make this, uh, more interactive, we're gonna we're actually gonna use agent mail again. And when we send out, um, when we send out emails, you're gonna be able to reply to those emails. Those responses go into Clay, and then we're gonna have a backend system in Miniapp that shows us, uh, hey. These are these are the different personas that have, like, come come in. This is what they, uh, these are the their emails, and these are the questions that, uh, they would like answered on that, like, AMA. So, um, it's pretty simple, um, but I wanted to use this to show the audience, like, how we go about making this, like, even better, uh, within deploy. Uh, so this has this is, uh, just to show you, like, the rest of it. We have lead capture here. Uh, we have, you know, who is this for? GTAM engineers, agency owners, GTAM leaders. Uh, we also created this, um, you know, sample kind of, like, q and a section here at a little bit of, like, interactivity, uh, past q and a

Will Gao

Mhmm.

Alex Lindahl

And soon. So going back to the, uh, data gathering, if I put in my, uh, email here Now this is gonna pop up. Uh, quick questionnaire. Like, what type of guest is most interesting, uh, to you? So let's put it on my GTM leader. Oh, that's cool. Yeah. And then what type of workflows, uh, are you most interested to build? Uh, so we can add in, uh, a few here. And now as we capture this data, we're gonna able we're gonna be able to kinda, like, fine tune, um, and optimize who we have on and what we talk about based on, like, the information that we're capturing. And so now this all goes back into a, um, this this can go back into, like, Play dB, and then we can have, like, an analytics page that actually shows us, like, you know, what's trending or or who we should think about, um, having on next.

Will Gao

Got it. Got it.

Alex Lindahl

So, uh, another pull bar. Okay. Like, we have we have this landing page. Let's add some, uh, interactivity. Um, I created some dummy dummy, uh, data, uh, to show you what it would look like to, um, to add in some, like, charts here and setup Poir DB. Uh, so, Will, should we dive dive into the next section or anything else you wanna want me to cover here, uh, before kind of, like, going into that?

Will Gao

Uh, no. Yeah. Let's let's jump into that.

Alex Lindahl

Cool. Alright. So I'm gonna have so this is Ploy. Um, I'm in Ploy right now. And what's nice about this is you can talk to Ploy with a natural language and give it prompts on what you want changed, uh, in the backend or what you want changed on the on the actual, like, page. So let's do this. We need a we need a database in the backend, so let's use Deploy DB. Uh, so let's say it's setup, employ DB, for, uh, this website with the data attached in the CSV. This will be used to build interactive elements on the page from the data. Now let's, uh, attach files. This is a CSV file. Will, anything else you would add here, or do you think this is, um, enough, uh, direction for for ploy?

Will Gao

No. This looks great. Imean, for to people at home, sometimes when you're clicking with Ploy DB, if you don't have, like, alive data set that you already have for example, uh, I just recently setup our, uh, agency partnership program with Ploy DB where we store all of our agencies inside of database and all the fields attached to them. When you instantiate your Ploy database, you can work with Ploy to figure out what kind of columns slash fields that you need to coverall the data needs that you have. I think in general, a lot of people, like, underestimate how much plugin just be like a thought partner in guiding you. When I meet customers, sometimes they feel like they need to understand, like, everything beforehand and expect the whole site and the whole build out before they put a command deploy. But once people get over this, like, kinda transition point where they realize they can just, like, ask Ploy throughout the whole process on how to make something like this, um, it lets them move much, much faster.

Alex Lindahl

Yeah. I remember when we were, uh, chatting in your office, and I was asking you, hey. Can Floyd dodo this, or, uh, how would Ido x, y, andz? We're like, let that play. And so then we did. Andand, uh, it gave me, like, all the answers. So, uh, itwas, um, yeah. I think part of the, uh, fun part, uh, the fun part of, uh, all of this is, like, not only does it give you, uh, the superpower to, like, build things, uh, yourself, um, but by tinkering, you discover, like, new ways or new things you're you're able to do. And through that discovery, you're kinda, like, uh, develop this, um, I don't know, mental model of things you can build in the future. And so that's how I that'show I've learned A I myself is just doing a lot of tinkering. And the nasI as I've kinda, like, discovered what works, what doesn't work, um, you know, now I have this, like, kindof, like, library in my head of things I can go back to and, like, try. But it's it's all through, like, tinkering where you really, um, you know, uh, get better at it.

Will Gao

Yeah. I think the more you have, the more you learn. So, yeah, it looks like the data just got, uh, finished getting slurped into play, uh, DB. And now, Ploy is giving you a prompt of asking, like, where like, what do the data next? We have one around adding more charts to the AMA page, keeping the original charts, building some kind of different interaction. Uh, Alex, where are you gonna take from here?

Alex Lindahl

Yeah. So I'm just gonna I'm just gonna use the recommended, uh, action here, add charts to, um, Reddit AMA page. Uh, so let's do that.

Will Gao

And before we start cooking, one of the things I will say that I've been, like, super impressed by, especially with, like you know, I've seen, like, an early version of this weekly report, and, of course, I've seen, you know, other things that you that your team has made where it's, like, super interactive, super visual. I think a lot of people feel kinda like tepid about, like, oh, shoot. Like, that's a beep that's, like, animated, dynamic interactive. Like, how do you make that? Um, what's your process for doing it? Because I think I I kinda showed this off to a lot of people who were like, this this beautiful page, the graphs are moving, there's, like, things you click on, and it was made by former AE. You know?

Alex Lindahl

Yeah. Um, so, like, what's what's my process?

Will Gao

Yeah. Yeah. For making, like, beautiful, like, animated components and graphic components. Um, all, like, this nice, like, on scroll effects, stuff like that.

Alex Lindahl

Yeah. So so sometimes so I actually just I actually just started doing this, um, is I go on, uh, Instagram or Pinterest, and I type in, um, like, what are, um, what are, like, beautiful, like, palette combinations. No. And there's a yeah. No. It's it's awesome. There's apparently all these creators that just specialize in, like, palette, uh, color

Will Gao

palettes. Oh.

Alex Lindahl

And so they have these, like, beautiful kind of examples. And so then what I'll do is a screenshot of that of that, like, palette and the combinations, and I'll just feed that screenshot into whatever I'm building. I'm saying, hey. Use this, uh, use this palette. Uh, so same thing with, um, like, animations. There's there's actually, like, at on of sites out there that just showcase basic, like, website animation. So sometimes Igo to those or, again, like, Insta gram or P interest, search for those creators, and then I find examples that I like. Um, and then I just plug them into, um, you know, ployor, uh, yeah, and and deploy. Um, or I'll ask ploy, like, okay. I have this type of data. Like, what what type of, um, interactive chart would, uh, would look best? And it'll give me some, like, examples. The other thing I'll do is, uh, I'll say, hey. I can't really decide on these five different, uh, charts or, like, website components. Uh, create a another page employee that shows me, uh, how these five different variations look. And then that page will show me the five different variations, and then I can just choose one visually, um, because I can see how they look against each other. And I'll say, okay. I like option c. Let's continue ripping off that option, uh, and go from there.

Will Gao

So it's almost like you're creating, like, a an internal workbench page employee to see all the variables. I see. It looks like the the visualization finished. Uh, why don't we scroll down and see how it looks?

Alex Lindahl

Okay. Here we go. So, again, this was this was two prompts.

Will Gao

Oh, sweet.

Alex Lindahl

This was a prompt to um, generate the Poi Poi DB, uh, backend and then a prompt to well, it wasn't even a prompt. I just I just selected what option I wanted. So so prompt and multiple choice. Uh, so what what this data was was we have, like, the person a of who submitted the information. So is this, like, GT M engineering leader or, uh, GT M strategy leader or, like, rev op sIC? And if you remember the questions that we're asking, I was asking what type of, um, what type of guest, uh, would you be most interested in having? So now we can goto each different person a and see, okay, what, um, you know, what, uh, were customer success leaders most interested in, uh, hearing from orG TM operations leaders, and then we get, like, a breakdown. Um, and then we can also see the work flows that they're interested, uh, interested in learning too. Ah, it's true. Toyeah. If we goto all person as again, the data's a little more interesting. Uh, and then the the other question I was asking was, hey. Have you been to an A MAyet, or, um, do you plan to, like, come to one? So that tells us, uh, information, uh, that just gives usa little more context on, like, the person. And then yeah. So this this enables people to kind of, uh, create these different interactive elements. Uh, now let's say now what I love is is this is this technique too. We goto select up here. We can select this entire section, and we can say, um, make every work flow bara different color. Send a chat. And so now Igo into the kinda, like, iteration phase of okay. Now that I have, uh, some big, uh, you know, things here, um, what are the things I wanna change and kinda, like, iterate on? And you can simply click into each element to to change it, uh, in anyway that you want.

Will Gao

There we go. Awesome. That's sweet. When is the Reddit AMA lead magnet coming out out of curiosity?

Alex Lindahl

Yeah. So this is this is live, um, right now. Uh, let me actually put it in the chat, uh, if you wanna go to it. Let's see here. Expand. There you go.

Will Gao

Oh, sweet.

Alex Lindahl

Yeah. Yeah. So we're actually, uh, this is live, so we're actually editing alive production webpage right now. Uh, it's not this version isn't published because I haven't published it yet. Yeah. Um, but we could we could actually do that. Um, and then yeah. So that's so now what this is doing is it should becoming up with different colors. Yep. Here we go. So change the colors. And the other thing we can do here is so you kinda have, like, two different options, uh, for, um, kinda like changing things on the the page visually. You have the select element, so you can select any, you know, part. And then you also have, um, a text edit. So you can change, um, the title of something like that.

Will Gao

So if you bring things okay. I see. And this is and this is where you, like, polish and iron things out to bring it's, like, that last file.

Alex Lindahl

Yeah. So I kinda do a combination of, um, you know, text edit and then the natural languages election. Mhmm. Um, and the other thing I should call out here is, like, one of the, uh, reasons we like Poi so much is you'll notice that this is, like, very, like, on brand, uh, clay. And, um, that's because we built our design system into it. And so now that whenever we build a new ploy landing page or, like, website, uh, or, you know, lead magnet, those are gonna be designed based on our uh, design system. And that reduces a lot of, um, back and forth between, like, usand, like, the design team and help us, like, ship much much, uh, much faster.

Will Gao

Yeah. And there we go. Then you're walking us through this, like, live, uh, AMA example, especially for, like, a, like, a, like, a real life site. I feel like on our side, you know, I think everyone's always, like, a little nervous doing, like, live demos, but the fact that you're doing this as well for, like, are althing, it'sit's it's awesome to see. Yeah. I see we're getting close to time, so why don't we bring this home, uh, really quick back to back to the slides. Soone, us touch on, like, the final, like, takeaways on how people at home can build great things with Ploy, um, and then opening things up for questions. So what I just demonstrated is actually, um, a feature in Ploy called, you know, Ploy DB as we've been talking throughout the web in ar. Um, and what's exciting is this is actually a feature that we're launching, uh, left fully to the public next week. Although everyone is on the web in ar, now you guys actually have access to this right now. Like, going deploy, and we get databases on the left or just by talking deploy. Alex demonstrated how you guys can create these, like, interactive data back lead magnets, uh, using employee b, but there's so many other use cases that some of our early partners have been driving. Oneis, like, just general account based marketing pages at scale, whether it's for for outbound, for free demo sequences, post demo sequences, that's been really exciting to see as another way to continue that journey to, you know, um, roll the red carpet out for prospects. Another thing is, like, really powerful mini apps for your ICP. Um, maybe that looks like a mortgage calculator if you're in, like, the rental space. Uh, maybe that looks like I don't know. Yep. Um, like, something around teeth cleaning if you're, like, in verticalS a aS for for health for healthcare. And then last but not least, which is this is a use case I think a lot of people gravitate towards when they see, like, a database attached to website is Ploy DB essentially becomes like your CMS. Uh, if you're used to, like, a a Web flow or Framer or Sanity, um, it becomes a great place for you to manage, you know, content, uh, copy, text, uh, and then rich media across, uh, pages. And so instead of having to Vibe code, like, you know, a158different pages for, like, ablog, Uh, instead, you should instantiate, like, a row inside of Flow DB for every blog article, and then just have, like, one ploy template that is that grabs data from DB to create different pages. And next week, as part of, like, the full launch of Flow DB, we're actually gonna be doing another web in ar that's diving really, really deep into some of these use cases and running the full gamut of, uh, FlowDB. So I think we should have, like, we'll be sending, like, a link inside the chat toR SVP for that, but that's gonna be really exciting. I think there should be I'm II'm, like, pumped to see all the new kinda, like, creative GT M methods come through and we do with the capabilities of Flow DB. On that note Yeah. Alex, why don't you walk through and recap again, like, what like, what's this, like, kind of framework that you guys have internalized at Clay for shipping great things, uh, with pulling out the database?

Alex Lindahl

Yeah. So, like, start with start with one of your use cases. You know? Think of a use case that leads to high, like, activation. Uh, then, uh, you know, work backwards from, like, what data can you go and capture. Um, that's gonna help create a, you know, a more personalized, like, experience, thengo, like, capture that data. Um, that could be either pro grammatically through, like, agents or it could just be talking to your sales team or mining data from all of your customer like conversation. Uh, like, that could even be interesting of itself. Like, hey. Our our our reps talk to hundreds of customers a day. Like, what are their top challenges? So you you could even build, like, interactive kind of, like, site just for that. Uh, and then now that you have, like, the data, um, that is gonna be interesting or valuable for that customer that leads to, like, the use case, the ngo and build that kind of, um, kinda like, uh, now go build that, uh, experience. But as you're doing it, build reusable, like, components that you can use on, like, other projects. Sofor, uh, for these lead magnets, we we obviously are reusing our design system. We're reusing, uh, Poly D Band some data data there. In the backend, we're also, um, reusing, uh, some functions and work flows that we have in play. Uh, andso, like, the more of these that we build, the faster we're gonna be able to ship them because then it's just a matter of, um, you know, using these different building blocks, uh, that are pre configured and and and, like, other interesting ways.

Will Gao

Yeah. Makes a lot of sense. Uh, before we go into q and a, Alex, are there any last things that you want to leave, uh, to our audience today?

Alex Lindahl

Um, no. I think I think this is a space where you can get, like, super creative, uh, and just try, uh, like, try new things. I think I saw a question, like, what, um, what example do, like, interactive lead magnets, like, work the best these days. People ask me the same question about, like, go to market strategy and, like, workflows. Like, we don't we don't know. Um, the like, one lead magnet could work really well for for one industry. It could not work well for, like, another industry. So we tell people is, like, you should be going through a journey of experimentation, getting the data, and then, like, iterating on that data and then, like, shipping again. Um, because you actually don't wanna copy what someone else is doing. You wanna come up with your own version, uh, that's gonna, like, work for you. So that's what I tell people. It's like, I could tell you to be like, yeah. This one performs really well, but it may not work for you. Uh, so, like, the best thing to do is, like, go out and experiment. And now that we have tools like ploy, to experiment faster and ship faster, like, now you can go and run all those go and run all those experiments and get the data and then fine tune as you as you go.

Will Gao

Yeah. And if you're curious on, like, you know, for your given product and your given market segment, like, what are some other work flows that companies have been doing to drive results, uh, through these, like, annual experiences? Uh, the Ploy team would be happy to walk you through and brainstorm with you on on how you can do that. Uh, if you wanna have, like, a a consultation or a meeting for that, feel free to book one at ploy. ai/demo, and our team would be happy to jam with you on how to, you know, bring your sense of life and and generate more pipeline. Why don't we go into, uh, the qanda then? So I think the first question that we go there was from, actually, at Caleb, where he asked what are examples of lead magazines seem to work well. Like Alex said, Ithink, you know, these tactics can vary so much based off what market you're playing in and what's what product you're offering and what kind of pain points that you have. Um, you know, we'd love to, like, jam more with you in, like, a longer, you know, Zoom call. But things that, like like like Alex said, map well to a specific pain that, like, the that your prospects are having, uh, will perform really well. So let's say, for example, you know, you were like a let's say you're like a like a meeting recorder, like aGong or like attention, you know, for for for sales. Right? I think may something that could probably be really powerful is a lead magnet that revolves around. Like, here's a report on, like, discovery questions and how much, like, complying to, like, a MED DIC or MED DIC process, like, improves your close rates. You know what I mean? Um, and then maybe if you put in, like, your email, an agent could research, like, your like, the prospects, uh, product and their market and figure out what's the version of, like, a medical process that might resonate for them. You know? And that shows, like, that you are, like, a thought leader and and subject matter experts in the topic and shows that you can you knowhow to translate that to, like, a prospects, you know, problems.

Alex Lindahl

Yeah. I'll give I'll give another example to the one that I, uh, would like to do, um, is we we analyze, like, thousands of, uh, job postings of GTM engineers and related kinda, like, roles like revops and so on, uh, to get different, um, compensation benchmark benchmarks and also, like, the benefits that a customer or the benefits of a company that they're, like, offering. So, for example, do they do they offer, um, PTO? Do they offer, like, fertility and fertility stuff and so on? And so one lead magnet that I had in mind was, hey. If you're if you're a company hiring a GTM engineer, put in your job spec, and and now we'll tell you based on data how to make that a more competitive kinda, like, job posting. Or if you're on the other side and put your job, uh, input your, um, kinda, like, offer details, and we'll tell you how it ranks against, like, the market.

Will Gao

Mhmm.

Alex Lindahl

Um, so, like, you could do that, like, on both sides. Uh, so that's that's one of how, like, you can use, uh, store the data and have people, like, compare themselves or compare their, like, job opening description or a post, uh, to that data.

Will Gao

Yeah. I feel like um, I feel like if if anyone's in, like, recruit like, recruitment or HR tech, something like that would slap so hard where it's like you put in your company, uh, and then the site, like, scrapes all your open roles and then finds, like, placement data or, like, the the total TAM, like, those roles. I think it'd be so powerful. We have Caleb who's asking, can you repeat, for for people who are on the webinar, how can you currently access Play BB? Um, like, Eliana's in the chat on the left side, you can see, like, a database a new databases tab where you can go in and create your first full database. But as always, everything you can do in Employ can happen in the chat. So you can also just fire up a Flow chat and say, hey. I wanna create a database. Employ will walk you through how to do that.

Alex Lindahl

Um,

Will Gao

Calum's asking for the ABM pages at scale, how are you identifying, uh, visitors? Does the authorization always require US submission like Alex's Alex's example? So for a 100%, like, you know, guaranteeing the match rate and on pronunciation, we do recommend having some form of, like, self identification, uh, depending on the industry. So Employ does have, like, data visitor denormalization where we'll look at, like, the visitor's IP address, and then we'll we'll figure out, like, you know, maybe, like, what office what office they're calling from, and we'll do our best guess at trying to figure out, like, what company they're visiting from. If you have that setup, then Ploy could, like, automatically, you know, personalize the content, and you just have to hope that your industry with rich enough data where that matching is correct. Um, for this use case, though, of using, uh, Ploy DB to create APM pages, the main use case is is is less so for inbound and more for for outbound. So putting those in the hands of your sellers to send as part of, like, LinkedIn sequences or email sequences, um, and also as part of, like, LinkedIn ad campaigns if you're targeting specific prospects. You can, like, personalize the ad creative and then also have, like, landing page ad creative be be customized to the company that it's targeting. Uh, Martin Martin's asking, can you speak to which, uh, other companies you've seen do this lead magnet strategy really well? Martin, my answer for you is actually no. And the reason why is because the Clay team is actually the ones who are really pushing the bleeding edge of these lead magnets. And the the biggest or the one of the one of the main reasons why we want to have this webinar was to share this, like, leading alpha with everyone in the Flow community, uh, before the rest of the world catches on and starts doing it at two. So let's see. Yeah. It's still special tribute we wanted to make. Calum says, um, keeping the page on brand is super valuable. How did Alex format the brand kit before, and did he have to change that to have a work employee? Uh, Alex, you want to speak to you a little bit about this? Or

Alex Lindahl

So I wasn't completely a part of this this process. Like, our design team has a complete, like, design system, uh, in I think they have it in, like, Figma. And the design system basically, uh, has all the different, like, brand rules, like, the colors to use, uh, the shape of things, you know, margins, everything. And then, um, well, I believe they work with you.

Will Gao

Yes. Yeah. Yeah.

Alex Lindahl

Upload that upload that design system.

Will Gao

Yeah. She's III got to speak to this a little bit more. SoYeah. Uh, Calum, when you setup a Ploy work space, um, the first thing that Ploy has you do is you put in the link to your current website. And what ' ll happen is Ploy is gonna slurp your site and grab in all the assets. More importantly, it's gonna, uh, build the beginnings of that of that brand foundation. It's gonna, like, uh, grab in all the fonts, the colors, typography, layout, spacing rules that you currently have on your site. Um, and that will be enough to, like, get started and and make some really on brand pages. And you'll see that if you, like, go and sign upright now and, like, uh, create a ploy account. For larger org s, like, you know, if you're, like, series a, series b, you know, clay scale, we usually recommend, uh, using Ploy through one of our, like, commercial plans. Um, and as part of that, our team will work with you to actually, uh, take in even more existing, like, fishing docs, you know, uh, brand guidelines, components to build out the brand guidelines, uh, even more. It's also something you can do self serve too by just giving ploy more and more context. Um, but by doing that is how you, you know, like, guarantee to bring compliance at scale. Um, and one of the work flows I've talked with Alex too is, like, everytime you give Floyd feedback, I'm like, hey. Instead of this color, use this. Or instead of this design, let's do this. I highly recommend everyone that, like, at the end of each work flow, you tell Ploy, like, hey. Let's re update the brand guidelines with the context that we discussed today. Um, and that's how you can kinda close that feedback loop and have Ploy always evolving, uh, for your needs. Lindsey's asking, do we need Clay and Ploy, or are they integrated already?

Alex Lindahl

Um,

Will Gao

so II guess to to answer your question, todo, like, a lead magnet like this, you you do not need Clay and Ploy. Um, you can feel free to, like, put the data together however you want. Um, Ido highly recommend our friends at Clay. I think they've put a lot more time and thought into, like, the the data layer and the research and, like, the waterfalls than most people on this planet. Um, and the integration, it works seamlessly. You can just, uh, if you just tell employee you wanna set the integration, employee will walk you through it. Um, you can also, like, export data out of Clay to the CSV and upload it and deploy. There's a lot of ways you can go about cutting the two tools.

Alex Lindahl

Um, uh,

Will Gao

you can also, like, do manual research and upload that upload that deploy, or you can use Ploy's agents to do, like, web or browser research to to put data together. Yeah. I I'm sorry. Yeah.

Alex Lindahl

I yeah. I've got a quick note on that. I I just asked Ploy to send that email and the data to a webhook in Clay, and then all I had to do is drop in the API, um, kinda like endpoint endpoint. So that that was how easy it was to kinda send data from Ploy to Clay, uh, if you wanted to do that.

Will Gao

Sweet. Uh, Caleb's asking, love the look of Clay and have not worked with him before. Do you guys offer a startup program for the launch package? Alex, I'll let you speak to this one.

Alex Lindahl

Uh, the I I guess I'm referring to, like, the launch package on our site and if we have, like, a startup discount. We don't per se for that, but we are actually working on a program, uh, a a startup program. I'm not I don't know the details of all that, but we have something we have something in the works. Uh, so so, yeah, we do have, um, something to help help scale ups, uh, but I think we're gonna announce that, uh, in the near future.

Will Gao

Sneak an other sneak peek for the deploy webinar. Uh, well, looks like that is the last of questions, uh, from the audience. Um, and with that, we can pretty much wrap. I just wanna thank everyone again for your time to learn more about how Clay is, like, pushing the edge on, you know, content marketing and building pipeline. Again, if you want to collaborate with a complete expert to figure out how you can apply these tactics for your own, you know, company, feel free to schedule a demo with our team. We'd be happy to jam with you and walk you guys through how we do that. Um, if you guys want to take advantage of, you know, one of the best, like, GTM growth engines, uh, for your company, feel free to go to clay.com as well and, uh, sign up or book a demo. And we will see you guys next week where we'll dive deeper into deploy dDB and all the other use cases that people are driving.

Alex Lindahl

Great. Thanks, Will. Awesome to awesome to join you on this.

Will Gao

Yeah. Thanks for thanks for calling on, Alex, and we'll see you on the flip side.