Overview

Attio is a modern CRM designed for flexibility, allowing teams to build custom data structures and workflows. Clay is a powerful data enrichment platform capable of finding nearly any public data point by using AI and checking hundreds of sources. An effective integration between these tools creates a best-in-class system: a flexible CRM that is continuously enriched with deep, specific data for smarter outreach and segmentation.

However, connecting them properly presents a common technical challenge. Standard automation platforms often act as a bottleneck, unable to support Clay’s most powerful features like multi-step waterfalls or AI agents, resulting in slow and unreliable workflows. The definitive solution is a direct API bridge. This dedicated pipeline connects Attio and Clay directly, bypassing other tools to provide the speed, reliability, and full feature access required to build a truly automated enrichment engine inside your CRM.

Our Approach 

Novlini connects Attio and Clay with a custom-built API pipeline. This isn't a workaround; it's the proper, enterprise-grade solution that makes your CRM smarter and more powerful.

• A No-Compromise Connection: This is a direct API-to-API bridge. That means it’s incredibly fast, reliable, and can handle anything you throw at it. You get the full power of Clay’s features without the delays or limits of other platforms.

• Run Full Waterfall Enrichments: Trigger Clay's most powerful feature is the waterfall directly from Attio. This automatically checks multiple data sources in order until it finds the information you need, giving you the highest possible chance of enriching a record successfully.

• Leverage Clay's AI Agent: Need to find out if a company is hiring for a specific role? Or want to summarize their latest news regarding funding or anything? You can now trigger Clay's AI agent from an Attio record to perform live research and save the answer directly into a custom field.

• Built to Scale Without Breaking: We design the integration to handle bulk enrichment on thousands of records at once. It’s built to be efficient with your Clay credits and keeps your Attio data clean and organized, so you have a system that works today and will continue to work as you grow.

Proven Results 

This is the solution for teams who were stuck trying to scale their personalized outreach. They go from fighting with their tools to having a self-enriching CRM that automatically finds unique data points no one else has. This allows them to build hyper-targeted campaigns, get higher reply rates, and book more meetings. This integration moves teams from fighting with their tools to focusing on what they do best: building relationships and closing deals.

See It In Action 

\We've implemented this integration to build powerful, scalable GTM engines for our clients. Here are a few examples:

\We've implemented this integration to build powerful, scalable GTM engines for our clients. Here are a few examples:

• Northlane Partners: Building a scalable, signal-based outbound engine to move a premier consulting firm beyond manual referrals.

  Read the full case study - here.

  
  

• Vocca: Building a scalable outbound engine to map an entire addressable market and power a new sales team.

  Read the full case study - here.

  
  

• Olyzon: Building a GTM engine from the ground up to power a US market expansion.

  Read the full case study -  here.

  
  

• Tandem Health: Transforming a chaotic HubSpot CRM into a fully automated Attio workspace, with Clay powering their new outbound motion.

  Read the full case study -  here.