Attio + Clay CRM Enrichment

Your CRM is only as good as the data inside it.

When your data is messy, you can't trust it. Your sales team wastes time on dead-end leads, and you have no idea who to focus on. Good data is essential for growth, but getting it is hard. Startups face three big challenges:

1. Poor Data Quality: Getting reliable, high-quality information on all your leads is difficult.

2. Lack of Speed: You need data fast. When someone signs up, you want to know who they are right away.

3. Manual Work: Your sales team should not spend their days manually updating records.

A modern CRM like Attio helps solve these problems with its own automatic enrichment. When you add a contact, Attio does a great job of finding baseline information like their LinkedIn profile or company size.

But what if you need to go deeper? What if your ideal customer has specific traits that a standard enrichment tool can't find?

This is where connecting Attio with a specialized enrichment platform like Clay becomes a superpower. This guide will show you how to create a powerful personal CRM integration that puts your data enrichment on autopilot.

Why the Clay + Attio Integration is a Superpower

When you connect the best CRM with the best enrichment platform, you create a system that is far more powerful than the sum of its parts. This isn't just another integration; it's a new way of working.

Builds a Custom GTM Engine

Attio's enrichment is fantastic for general data. But Clay lets you build a machine that finds the specific, nuanced signals that define your perfect customer. You can find out if a company uses a specific technology, if they recently hired a new executive, or if their website mentions a key phrase. This is the next level of lead qualification.

Solves Your Data Problem at the Source

Bad data is the silent killer of sales productivity. The Clay and Attio integration tackles this head-on. This system automatically enriches and validates new leads with your custom criteria before they even get to your sales team. This ensures your CRM remains a clean, reliable source of truth.

Delivers Deeper Insights at the Speed of Light

In sales, speed matters. This system works in real-time. When a new person signs up, your team gets a Slack notification minutes later with a fully enriched profile. They don't just know the person's job title; they know if the company is a good fit based on your unique rules.

How to Build a Lead Qualification Workflow

Let's use a more powerful example than just finding a LinkedIn profile. Imagine your ideal customer is a B2B SaaS company that uses HubSpot and has recently raised funding. A standard CRM can't find this for you.

The best part about this integration is that you don't need an extra tool like Zapier or Make. You can connect Attio and Clay directly using a webhook.

Here’s how you build a workflow to do this automatically.

Step 1: Create a Trigger in Attio

First, you need a starting point. In Attio, you can create a list called "New Inbound Leads." When Attio adds a new company to this list, it will kick off your enrichment workflow.

Step 2: Send the Lead from Attio to Clay

Next, you use an action block  to send the new lead's information to Clay. The trigger is " Record added to list."

The action is "Send HTTP Request." This sends a webhook to Clay. You will send the company's domain and, most importantly, the Attio Record ID.

Step 3: Let Clay Do the Deep Research

Now, Clay receives the company's domain and gets to work. It runs through a series of enrichment steps that you design.

• Find Technology: Clay can check the company's website to see if it uses HubSpot.

• Find Funding Data: Clay can check sources like Crunchbase to see if the company has raised funding in the last 6 months.

• Qualify the Lead: You can add a step that says, "If the company uses HubSpot AND has recent funding, then qualify them as a Tier 1 lead." This is achieved by using a formula generator.

Step 4: Send the Enriched Data Back to Attio

After Clay qualifies the lead, it needs to send this new information back to your CRM. It does this by sending a webhook back to Attio. This webhook contains the new data points, like "Uses HubSpot: Yes" and "Lead Tier: 1." 

Step 5: Update the Record in Attio

Finally, you create another Attio workflow to update the company's record. The trigger is “Webhook received."

The workflow will find the original company using the Attio Record ID and update it with all the new, enriched information. Now, your team can see a perfectly qualified lead in their pipeline without lifting a finger.

Conclusion 

Connecting Clay and Attio creates a powerful, intelligent system for any startup. It turns your CRM into a database that is always clean and up-to-date.

This personal CRM integration helps you solve your biggest data challenges. It saves your team hours of manual work, provides deep insights on new leads, and allows you to act on opportunities faster than ever before.

At Novlini, we help startups build these kinds of powerful, automated systems. If you're ready to stop guessing and start building a smarter GTM engine, book a free 30-minute call with our team today here.