How I use Clay to find my Golden ICP and get responses.

Our market is stripped into 3 different categories.

OUR TAM (100% of the market)

• Everyone in our universe of buyers.

Our High-Level ICP (25% of the market)

• Prospects who generally work with us

Our Golden ICP (5% of the market)

• Prospects who match a number of triggers/events that show they have a distinct problem we solve.

Without personalisation, it’s really hard to get responses, unless we go for bulk with high deliverability and a good enough offer.

Use this rule of thumb:

• The higher the personalisation/the lower the volume

• The higher the volume/the lower the personalisation

Here is a typical outbound campaign for my work agency, Traction.

I usually work with software companies with 10-50 employees, who are running outbound motions.

However, that ain’t good enough, unless I emailed them all with an incredible offer.

I would think of different triggers or events which might mean that they are a fit.

1. They are hiring for an SDR, they are looking to scale an outbound motion and they are scaling it

2. They use legacy tools like ZoomInfo, which tells me that they won’t be getting a lot of results and are running into trouble.

3. They are using sending hosts like Namecheap for outbound, they will probably be struggling with deliverability

4. They don’t have DMARC on their site, so they might not understand email infrastructure fully.

Think of each trigger as a star. I would reach out to a smaller batch where all the stars aligned and fall back on each trigger point.

I could reach out to them with email copy like this;

subject: {{salesrole}} op

body: Hi {{firstname}} I saw {{company}} is hiring for {{salesrole}}.

Does ZoomInfo keep your bounce-rate sub 2%?

I created a zero-bounce lead list with {{ICP}} for your new hire to start on.

Could I send you it?

I’m not trying to say, “you have a problem”, I’m sniffing around for them to tell me this with an offer they can’t refuse.

If they are using ZoomInfo they probably pay $100+ for lead lists, I’m offering them this for free. This specific campaign would probably get a lot of replies. Why? I was in the right place at the right time with really personalised messaging.

To recap:

• Hypothesise at least 4 intent-based triggers

• Test them all with personalisation

• Give them something for free that they would definitely pay for

• Double-down on the winning campaign

If you would like to get started on Clay, I can offer you 3k free credits on any paid plan.