Evergreen triggers
Built once, running every day.
Each trigger is a reason to reach out at the right moment. A new one starts every few weeks while the earlier ones keep running, so the reasons to talk add up.
GTM engineers in Ghent, for software and IT services
One-to-one outreach,
One-to-one outreach,
for the whole market.
Every day, we spot the moments that give your sellers a reason to reach out: a new role, a job post, a new follower. Then we research the account and write the first message.
What changed
- Role switch
- Champion switch
- Followers and engagers
- Hiring
- News
- Website visitors
The triggers we usually run, in the order we start them.
Role switch2 days ago
A new Head of IT starts at a 600-person logistics group.
AccountLogistics, 600 FTE, Netherlands
Why nowNew leaders review tools and partners in their first 90 days.
AngleHow a peer the same size mapped what runs where.
First message in Dutch, sent by your seller.
Clay Solutions Partner, listed in Clay's partner directory
124M enrichment runs
Campaigns in 20+ countries
See the first three plays we would run for you.
Type your website. We check it against the plays we run and write a first GTM plan in about 20 seconds: the three we would start with, a first message for each, and how we would map your market.
What you get Example
- Role switch
- Champion switch
- Hiring
We read your public pages, nothing else. We keep your website, your first name and the plan for 30 days. No email needed.
How it works
Your best seller can't watch ten thousand accounts. A system can.
Accounts change every day: someone new takes over IT, a team starts hiring for the problem you solve, a past champion lands at a new company. Each change is a reason to reach out, if someone spots it in time. We build the system that spots it and does the homework.
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01
Map the market
From everyone who could buy to the accounts that look like your wins, and the 3 to 6 people who decide in each.
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02
Watch for the moment
Role switches, hiring, followers, news. Checked every day against your CRM, so customers and open deals stay out.
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03
Write the reason
We research the account and write one true observation, in the buyer's language. Every campaign is checked by us and approved by you, then sent from your sellers' own accounts.
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04
Hand over the reply
When someone raises a hand, it goes to one owner on your side with the full context. That's where our writing stops and your sales process takes over.
Month 1Market mapped, role switch live
Month 3Triggers at steady volume, first pipeline
Month 6All triggers running, funnels on messages that work
Clay Solutions Partner
Everything we run is built in Clay.
Finding the accounts, enriching them, the AI research and every check before a message goes out. Below is a simplified version.
SourceAccount
AIGood fit?
CRMIn CRM?
TriggerWhat changed
AIResearch
AIMessage
CheckStatus
Logistics, 600 FTE, NL
Yes
No
New Head of IT
40 sites, ERP move planned…
NL · Hoi Lotte, ik zag…
Ready
Food production, 900 FTE, BE
Yes
No
3 demand planners
Planning in spreadsheets…
NL · Hoi Marc, drie…
Ready
Payroll software, 300 FTE, AT
Yes
Customer
Champion joined
·
·
Excluded
SaaS, 250 FTE, SE
Yes
No
Opens DACH office
First German entity…
EN · Hi Erik, congrats on…
In review
Retail, 2,400 FTE, FR
No
·
·
·
·
Not a fit
Step one: the map
We start from what your won deals have in common.
We compare the deals you won with the ones you lost and keep the two or three traits that split them. That turns a list of everyone into a market you can win, with the people in each account who decide.
Step two: working the market
Triggers for timing. Funnels for coverage.
Triggers wait for something to change at an account. Funnels work through the rest of the map, one researched account at a time. We start with triggers and add funnels once the first replies show which messages land.
Market funnels
The whole sellable market, one account at a time.
For every account we research where your offer meets their situation, and write from there.
Reach out for a reason, and people answer.
Average reply rate per play, on enterprise software campaigns.
Followers and champion switches get the best reply rates but are small by nature, so they run next to the other plays.
Written in the buyer's language from the first draft.
Each message is drafted in the language the account works in, in the register a local seller would use.
- The trigger. Why we're writing now.
- One observation. Something true about them, from the research.
- One useful offer. No pitch deck, no quoting their job title back at them, short enough for a phone.
Anna, Account ExecutiveExample: role switch play, message 1 of 2
Hi Emma, saw you recently joined Vandermolen. New IT leaders usually start by taking stock of what runs where, and with 40 sites that's quite a list. We helped a logistics group of the same size do exactly that before their ERP move. Want me to send over how they approached it?
Hoi Lotte, ik zag dat je pas gestart bent bij Vandermolen. Wie nieuw begint in IT, brengt meestal eerst in kaart wat waar draait, en met 40 sites is dat een flinke lijst. We hielpen een logistieke groep van dezelfde grootte daarmee, vlak voor hun ERP-overstap. Zal ik je sturen hoe zij het aanpakten?
Bonjour Julie, j'ai vu que vous avez rejoint Vandermolen. Quand on arrive à la tête de l'IT, on commence souvent par faire l'inventaire de ce qui tourne où, et sur 40 sites la liste est longue. Nous avons aidé un groupe logistique de la même taille à le faire avant leur migration ERP. Je vous envoie leur approche ?
Hallo Jonas, ich habe gesehen, dass Sie neu bei Vandermolen sind. Wer neu in der IT startet, verschafft sich meist zuerst einen Überblick, was wo läuft, und bei 40 Standorten ist das eine lange Liste. Wir haben eine Logistikgruppe derselben Größe genau dabei vor ihrem ERP-Wechsel unterstützt. Soll ich Ihnen schicken, wie sie vorgegangen sind?
Sent from the seller's own account, after the campaign is approved.
What came out of it.
We count what reaches your pipeline.
$1M+
new pipeline
CPQ software for manufacturers with dealer networks. No data vendor had that market, so we mapped it ourselves.
Read the use case
17,000+
field-sales companies mapped
Built in our Clay for a Ghent AI startup, then moved into their own Clay to run in-house.
Read the use case
16%
reply rate on LinkedIn in Belgium
Their LinkedIn outreach in Belgium, built play by play, Dutch first.
Read the use case
8
languages, 22 countries, one play
A role switch play written for each market, running every day.
Read the use case
For Microsoft partners
Much of our work is for software and IT services companies in the Microsoft ecosystem. We've built for that world before: a trigger on teams hiring for the Microsoft products you support, a funnel for each distributor and reseller programme.
Three ways to work together.
Month to month for the first three months, then quarterly. You can move between them as the system proves itself.
01Start here
Market map
Role switch
Champion switch
Followers and engagers
LinkedIn
3 to 5 sellers
Triggers
For teams that want to see it work before going wide.
- A market map, with live exclusions against your CRM
- 2 to 3 evergreen triggers, LinkedIn first
- 3 to 5 seller seats
02Then widen
Market map
Role switch
Champion switch
Followers and engagers
Hiring
News
Website visitors
Market funnels ENNLFRDE+4
LinkedIn
Email
5 to 10 sellers
Full market engine
The whole sellable market, on LinkedIn and email, in the languages you sell in.
- 5 or more triggers, plus the rest of the market, region by region
- Account changes flagged to the seller who owns the account
- A reply queue, so no hand-raiser waits
- A shared dashboard and a review every two weeks
03Or run it yourself
Our Clay
Your Clay
Your sending toolYour CRM
In your own Clay
The same system, built in your Clay, sending tool and CRM. You keep everything.
- Hands-on sessions for the people who will run it
- We stay on call while it settles
When it works best
- 500+companies in your market, and you sell software or IT services
- 3 to 10sellers ready to talk: 3 to 5 to start, 5 to 10 at full width
- 48hfor someone on your side to answer our questions
- 1person who owns the replies
- 1 quarterbefore you judge it
Fair questions to ask us.
Who is this for?
Software and IT services companies selling into a defined market, from scale-ups to enterprise teams, across Europe and North America.
Do you work with Microsoft partners?
Yes, often: software companies that sell on Microsoft Marketplace, and IT services partners. We also meet new partners through Microsoft's partner team in EMEA.
Do we need our own Clay account?
No. We run everything in our own Clay workspace, and the data and AI costs sit with us. You only bring your sending tool. If you'd rather own the system, we build it in your workspace instead and train your team.
Whose name is on the messages?
Your sellers'. Messages go out from their own accounts, and every campaign is approved by you before anything is sent.
What do you need from us?
A do-not-contact list, a look at won and lost deals, a few senders who opt in, and one person who owns the replies. That's all the data we need.
What does it cost?
A monthly fee, set by how many triggers and markets we run and how many sellers send. Month to month for the first three months, then quarterly. We share the number on the first call, once we've seen your market.
When do you stop writing?
When someone raises a hand. The reply goes to one owner on your side with the full context, and your own sales process takes it from there. A reply queue and pre-call briefs help your side pick it up.
Curious what we'd find in your market?
What happens next
- You send us your website and a few customers you'd like more of.
- We look at your market before we talk, and pick the two or three triggers we'd start with.
- On the call, we show you what we found. If it isn't a fit, we'll say so.
Not ready to talk? Follow along on LinkedIn.