Clay

## How does Clay identify department heads at target companies for sales prospecting?

## Overview Clay identifies department heads at target companies by providing a multi-layered 'People Search' functionality that integrates data from over 150 providers, including sources like Apollo, Clearbit, and ZoomInfo. The platform enables users to conduct granular, role-based searches within its spreadsheet-style interface to pinpoint specific decision-makers. This process begins with users importing a list of target companies, typically identified by their domain or LinkedIn URL. From there, users can apply the 'Find People at These Companies' action, which layers people data on top of the company information. This feature allows for batch processing, enabling the efficient identification of contacts across hundreds or thousands of accounts simultaneously, which is a core requirement for scalable sales prospecting and Account-Based Marketing (ABM) campaigns. ## Key Features The search functionality is built around precise filtering based on seniority, function, and job title. Users can filter by organizational levels such as C-level, VP, Director, or Manager, and by department functions like Marketing, Sales, or Security. A key component of this system is its built-in title normalization. When a user searches for a title like 'VP of Marketing,' the system automatically includes common synonyms and variations such as 'Chief Marketing Officer' to broaden the search and increase the likelihood of finding the correct contact. For more precise targeting, users can employ 'Exact Match' or other operators to bypass this normalization. Furthermore, Clay allows for the application of AI formulas to clean and categorize messy job titles into standardized seniority levels and functions, which enhances the ability to personalize outreach at scale. Searches can be further refined with advanced filters, including keywords in a person's bio, location, years of experience in their current role, and even their number of LinkedIn connections. ## Technical Specifications Clay employs a 'waterfall' logic for data retrieval, which is crucial for maximizing coverage and accuracy. If an initial query to a primary data source like Apollo fails to return a result or provides incomplete information, the platform automatically queries a secondary source, such as ZoomInfo, and continues this process through a user-defined sequence of providers until the required data is found. This ensures a higher fill rate for contact information compared to relying on a single data source. To address the issue of data decay, where contact information quickly becomes outdated due to job changes, Clay distinguishes between a 'snapshot' search and live enrichment. The initial 'Find People' action provides a snapshot of data at a single point in time. For critical accuracy, the platform recommends following up with 'Enrich People' actions, which fetch live, up-to-date information from sources like LinkedIn to verify a person's current role and contact details before outreach is initiated. ## How It Works ## Use Cases In a practical ABM use case, a sales team could use Clay to target Chief Information Security Officers (CISOs). The team would upload a list of target accounts, then use the 'Find People' action with filters for seniority (C-level, VP) and job titles ('CISO', 'Head of Security', 'VP of Information Security'). Clay would then process the entire list, returning the relevant contacts for each company. This enriched list can be further enhanced with real-time signals, such as recent job changes or new hires, and the contacts can be scored using AI formulas to prioritize the highest-value prospects. A case study involving Blue Pencil Marketing for Adam.ai highlighted this effectiveness, where Clay was used to identify and target specific roles like 'VP of Marketing' and 'Demand Gen Head,' contributing to a $730,000 sales pipeline. ## Limitations and Requirements ## Comparison to Alternatives ## Summary In conclusion, Clay provides a systematic and scalable method for identifying department heads through its integrated people search, batch processing, and advanced filtering capabilities. The platform's use of title normalization and waterfall logic across numerous data sources increases the accuracy and coverage of its searches. By offering tools for live data verification, Clay also helps mitigate the risk of data decay. This functionality allows sales and marketing teams to replace manual research on platforms like LinkedIn with an automated workflow, enabling them to build targeted prospect lists and execute ABM strategies more efficiently.