Demystifying Clay: How Top HubSpot Teams Turn Signals Into Pipeline

Video Overview

How Top HubSpot Teams Turn Signals Into Pipeline 

At the Profoundly Annual Kickoff 2026, Diana Gonzalez from RevPartners delivered a hands-on session unpacking how leading revenue teams are using **Clay and HubSpot together to turn raw signals into real pipeline.

The core message was clear:
Signals don’t create pipeline. Structured systems, clear ownership, and execution do.

This blog breaks down Diana’s framework — a practical, repeatable model for building signal-driven outbound and inbound motions that actually convert.

Why Most Signal Strategies Fail

Before diving into the solution, it’s important to understand the problem.

Most teams struggle with:

• No clear ICP segmentation
• Signals that aren’t actionable
• Poor alignment between marketing, sales, and RevOps
• Lack of ownership across the funnel
• Generic outreach with little personalization

The result?
Lots of data, very little pipeline.

The Framework: Turning Signals Into Pipeline

Diana introduced a structured approach built across multiple layers. These layers ensure that signals are not just captured — but turned into action.

1. Sourcing: Building the Right Target Accounts

Everything starts with defining your Target Account Motion (TAM).

This includes:

• Firmographic segmentation (industry, company size, geography)
• Deep ICP segmentation (not just “SMB vs Enterprise”)
• Buyer persona mapping within each segment

Key Insight:

An SMB company and an enterprise account require completely different messaging, stakeholders, and outreach strategies.

For example:

• SMB → Founder / CEO focus
• Enterprise → Multi-threaded buying committee

Best Practice:

Segment your ICP at a granular level and tag:

• ICP vs Non-ICP accounts
• Buyer personas
• Segment-specific pain points

This ensures every outreach is contextual and relevant.

2. Enrichment: Adding Context That Matters

Once accounts are sourced, enrichment adds the intelligence layer.

Using tools like Clay, teams can:

• Enrich company and contact data
• Add firmographic and technographic insights
• Identify buying roles and decision-makers

Key takeaway:

Not all enrichment is valuable. Focus only on data that improves decision-making and messaging.

3. Signals: Identifying What Actually Matters

Signals are the trigger points that indicate timing and intent.

Diana categorised signals into three key types:

First-Party Signals

• Website visits
• Form submissions
• Social engagement
• Content interactions

Third-Party Signals

• Funding announcements
• Hiring trends
• Tech adoption
• Negative reviews or product dissatisfaction

Ongoing Monitoring Signals

• M&A activity
• Market expansion
• Job changes
• Organisational shifts

Key Insight:

The best signals come from understanding why customers buy.

Example triggers:

• “We just got acquired”
• “We’re implementing a new tool”
• “We’re restructuring our team”

These real-world triggers can be translated into scalable signals.

4. Signal Scoring: Prioritising What Matters

Not all signals are equal. The key is prioritisation.

Diana’s framework uses three core scoring dimensions:

1. Signal Source

Where the signal comes from (first-party vs third-party)

2. Signal Quality

How relevant the signal is to your business

3. Recency

How recent the signal is (critical for timing)

Example:

• Signal < 15 days → High score
• 15–30 days → Medium score
• 30+ days → Lower score

Key takeaway:

Timing is everything. A great signal too late is a missed opportunity.

5. Fit + Intent = Full Scoring Model

The system combines:

• Contact Fit Score (0–100)
• Contact Intent Score (0–100)
• Company Score (0–100)

The company score aggregates:

• Company fit
• Company signals
• Contact engagement

Result:

Accounts dynamically move through priority tiers based on real-time data.

6. Tiering System: Turning Scores Into Action

Once scored, accounts are grouped into three tiers:

Tier 1: High Intent (Human-Led Outreach)

• SDR-led personalised outreach
• Multi-threading across stakeholders
• Calls, LinkedIn, tailored messaging

Tier 2: Semi-Automated Outreach

• Personalised sequences
• Sent from real reps
• Moderate automation

Tier 3: Fully Automated Nurture

• Retargeting ads
• Email marketing
• Content-driven nurture

Key Insight:

Not every account deserves the same level of effort.

7. Ownership & SLAs: The Missing Piece

One of the most overlooked aspects is ownership.

Every stage must have:

• A clear owner (SDR, marketing, ops)
• Defined SLAs (timing, actions, follow-ups)
• Accountability for movement through the funnel

Without this, even the best systems fail.

8. The Feedback Loop: Continuous Optimisation

AI and automation are powerful, but they don’t improve on their own.

Teams must:

• Regularly review performance
• Refine signals and scoring
• Update ICP definitions
• Retrain AI inputs

Key takeaway:

Signal systems are not “set and forget.”

9. The 90-Day Execution Plan

Diana closed with a practical 90-day sprint model:

Phase 1: Foundation (Weeks 1–4)

• Define ICP and segmentation
• Build initial data model
• Set up sourcing and enrichment

Phase 2: Signal Activation (Weeks 5–8)

• Identify key signals
• Implement scoring models
• Launch initial campaigns

Phase 3: Optimisation (Weeks 9–12)

• Refine scoring and tiers
• Improve messaging
• Scale successful motions

Final Thoughts

The biggest shift in modern RevOps is moving from:

Static lists → Dynamic, signal-driven systems

Using tools like Clay alongside HubSpot allows teams to:

• Identify the right accounts
• Engage at the right time
• Personalise at scale
• Drive measurable pipeline growth

But the real differentiator isn’t the tools.

It’s the system behind them.

FAQs

What is Clay and how does it work with HubSpot?

Clay is a data enrichment and workflow platform that helps teams collect, enrich, and act on data. When integrated with HubSpot, it enables automated sourcing, enrichment, and signal-based workflows.

What are signals in a RevOps context?

Signals are events or behaviours that indicate potential buying intent, such as funding rounds, hiring activity, or website engagement.

How do signals help generate pipeline?

Signals allow teams to engage prospects at the right moment, improving timing, relevance, and conversion rates — ultimately driving more pipeline.

What is a signal scoring model?

A signal scoring model ranks accounts based on factors like signal quality, recency, and fit, helping teams prioritise outreach.

What’s the difference between fit and intent?

• Fit = How well an account matches your ICP
• Intent = How likely they are to buy right now

Both are needed to prioritise effectively.

Why is segmentation so important?

Segmentation ensures messaging is relevant. Different company sizes, industries, and roles require different approaches.

How do you choose the right signals?

Start by analysing closed-won deals and identifying common triggers that led to purchase decisions.

What role does RevOps play in this system?

RevOps is responsible for building, maintaining, and optimising the system — ensuring signals turn into actionable workflows and measurable outcomes.