Overview
Once your RB2B → Clay integration is connected, you can go far beyond simple data syncs.
Clay gives you the flexibility to enrich, filter, and route RB2B visitor data automatically — turning anonymous website traffic into actionable lead lists and workflows that fit seamlessly into your existing sales process.
This guide walks you through the most effective ways to use Clay with RB2B to improve lead quality, streamline outreach, and reduce manual work.
Start with Quality Data
Before building automations, ensure that only your most valuable visitors are being sent to Clay.
This keeps your tables clean, actionable, and free from low-intent noise.
Recommended Settings in RB2B
Enable “Hot Leads” tagging:
Only visitors who match your Ideal Customer Profile (ICP) are sent to Clay.Disable “Send repeat visitor data” (unless you’re actively tracking multi-visit engagement).
Enable “Sync company-only profiles” only if your downstream automations can handle company-level records.
🔥 Pro Tip: The best-performing teams send 100% of Hot Leads but less than 50% of total visitors — quality beats quantity.
Use Clay to Enrich and Score Leads
Clay is an enrichment engine at heart. You can automatically append missing firmographic and contact data to the visitors RB2B identifies.
Example Workflow: Enrich + Score
RB2B → Clay: RB2B sends a new Hot Lead.
Clay Enrichment Step: Add data from Clearbit, Apollo, or LinkedIn.
Clay Formula Step: Assign a score (e.g., “Company Size > 50” and “Title includes Marketing” = High Score).
Clay Filter Step: Send only “High Score” leads to your CRM, outreach tools, or Slack.
Result: Your sales team only sees high-value leads that match both your ICP and engagement criteria.
Route Leads Automatically
Clay’s power lies in routing — deciding where each identified visitor should go.
Example Workflow: RB2B → Clay → CRM / Outreach
If Industry = SaaS, send to HubSpot via API.
If Industry = Agency, send to Reply.io or Growth-X for automated LinkedIn/email sequences.
If Employee Count > 200, tag as “Enterprise” and send to an account executive Slack channel.
You can automate all of these logic steps directly within Clay — no manual uploads required.
🔥 Pro Tip: Keep your routing rules simple and mutually exclusive (e.g., one clear destination per lead type).
Identify Buying Signals Over Time
Clay tables can be configured to track when the same visitor or company appears multiple times — helping you spot momentum or buying intent.
Example Workflow: Track Return Visits
In RB2B, toggle “Send repeat visitor data” ON.
In Clay, create a “Repeat Visit Count” field and increment each time a new record with the same domain appears.
Filter or highlight leads with 2+ visits to signal higher intent.
Result: You can prioritize re-engaged leads before your competitors even know they’re back.
Combine RB2B + Clay + Slack
Want your team notified the moment a Hot Lead visits your site?
Use Clay as a bridge to send structured data into Slack.
Example Workflow:
RB2B → Clay: Hot Lead is identified.
Clay → Slack Webhook: Send a message to
#hot-leadswith company name, title, and captured URL.Include a direct link to the contact record in Clay or HubSpot.
Result: Instant visibility into key visitors — without overwhelming your team with low-value alerts.
Keep Your Integration Healthy
To make sure your RB2B → Clay sync stays reliable:
Test your integration monthly using RB2B’s Send a Test Event button.
Check your Clay table’s “Last Updated” timestamp to ensure new data is still flowing.
Keep the Clay webhook public (no auth token required).
If RB2B reports an error or disables the integration, verify that your webhook URL is still valid and responsive.
Recommended Clay Recipes
Here are a few workflow ideas you can replicate or customize:
Goal | Workflow Example |
Enrich + Send to CRM | RB2B → Clay → Enrich (LinkedIn/Apollo) → HubSpot |
Intent-Based Alerts | RB2B → Clay → Filter by Hot Leads → Slack #hot-leads |
Lead Routing by ICP | RB2B → Clay → Filter by Industry/Size → Send to Outreach Platform |
Re-Engagement Tracking | RB2B → Clay → Repeat Visit Counter → Tag as “Re-Engaged” |
Multi-Visitor Detection | RB2B → Clay → Group by Company → Slack Alert “Multiple Visitors from Same Org” |
Common Pitfalls to Avoid
Don’t enable repeat visitor data unless you’ve built deduplication rules in Clay.
Avoid sending all traffic to Clay — focus on Hot Leads and high-intent pages for cleaner data.
Double-check your webhook URL after any table changes in Clay — a new table means a new URL.
Wrapping Up
When used together, RB2B and Clay give you an end-to-end pipeline:
RB2B identifies the visitor,
Clay enriches, scores, and routes them,
Your outreach stack acts automatically.
With just a few best practices in place, you can transform RB2B’s raw visitor data into a powerful, automated lead engine that works around the clock.