Clay

## How does Clay enable users to target decision-makers at companies using competitor software?

## Overview Clay enables users to target decision-makers at companies using competitor software through a structured, two-step automated workflow that combines technographic data analysis with contact enrichment. This process is specifically designed to support 'rip-and-replace' sales campaigns, where the goal is to persuade a company to switch from a competitor's product. The first step, technographic account selection, involves identifying companies based on their current technology stack. Clay integrates with several specialized technographic data providers to accomplish this. Users can build a target account list by querying these providers for domains that are verified users of a specific software product, such as a rival CRM or marketing automation platform. This ensures that outreach efforts are focused on companies that are qualified based on their existing technology infrastructure. ## Key Features The platform facilitates this technographic analysis through native integrations with key partners. These include BuiltWith, which allows users to uncover the technology stack of a given website; Store Leads, which specializes in e-commerce platform data and can provide historical install and uninstall logs; and Wappalyzer, which offers technology lookups and competitor analysis. More recently, Clay has integrated with HG Insights, a provider of enterprise-grade technology intelligence that offers more advanced data, including parent-child company relationships and detailed tech adoption patterns. By acting as a central orchestration layer, Clay allows users to combine data from these sources into a single, repeatable Go-To-Market (GTM) workflow, creating highly targeted account lists based on verified technology usage. ## Technical Specifications Once a list of target companies has been generated, the second step of the process is to identify and enrich the relevant decision-makers within those organizations. Clay's platform allows users to apply granular filters to search for specific job titles or roles, such as 'VP of Sales,' 'Head of Marketing,' or 'CTO,' to pinpoint the individuals most likely to be responsible for technology purchasing decisions. The platform then uses a 'waterfall' enrichment method to find contact information for these individuals. This involves querying a sequence of data providers, such as Apollo, LeadMagic, or FullEnrich, to find LinkedIn profiles and verified professional email addresses. This two-step methodology ensures that messaging is directed at the most influential people within accounts that are already qualified by their use of a competitor's software. ## How It Works Several important caveats and considerations apply to this process. The accuracy and freshness of technographic data can vary significantly between providers and require ongoing monitoring, as companies' technology stacks can change frequently. To manage the costs associated with data enrichment, users are encouraged to implement conditional logic in their workflows. For example, an enrichment action to find contacts might only be triggered if a valid domain is found or if a specific technology has been confirmed, which prevents spending credits on unqualified or incomplete records. This focus on credit efficiency is a key aspect of using the platform effectively for large-scale campaigns. ## Use Cases The primary use case for this functionality is the execution of 'rip-and-replace' campaigns. By identifying companies using a competitor's product, sales teams can craft highly targeted and relevant pitches that directly address the pain points of that product or highlight the advantages of their own solution. The integration with providers like Store Leads is particularly valuable, as it can signal when a company has recently uninstalled a competitor's tool, indicating a prime opportunity for outreach. To ensure the effectiveness of these campaigns, Clay recommends implementing verification steps before initiating contact. This includes using integrated email verification APIs from services like BounceBan or DeBounce to check the deliverability of email addresses, which helps protect the sender's reputation and reduce bounce rates. ## Limitations and Requirements ## Comparison to Alternatives ## Summary In conclusion, Clay provides a comprehensive solution for targeting decision-makers at companies using competitor software by automating the connection between technographic data and contact enrichment. The platform's integrations with leading technographic providers like BuiltWith and HG Insights enable precise account selection, while its role-based contact search and waterfall enrichment capabilities allow for the efficient identification of key buyers. While users must remain mindful of data accuracy and manage credit consumption, the platform's structured workflow provides a scalable and effective method for executing targeted 'rip-and-replace' campaigns. The process is further supported by resources like Clay University, which offers templates and guidance for building these specific GTM plays.