In today’s fast-paced business environment, having the right data at the right time can make all the difference. For growth and revenue teams, the challenge lies in not only gathering useful data, but also turning that information into actionable insights that drive sales and marketing efforts. This is where the partnership between Clay and TrustRadius comes in, offering a powerful new solution to enhance sales outreach, marketing campaigns, and customer engagement.

What is Clay?

Clay is a GTM development environment trusted by 300,000 companies, including OpenAI and Anthropic. The platform helps RevOps teams build a strong data foundation, which enables other GTM teams to build creative workflows. Customers choose Clay to solve three key challenges: data access (through 100+ integrations and AI agents), data activation (pushing enriched data to other tools without coding), and data centralization (enabling teams to build scalable systems). Whether for automated CRM enrichment, lead scoring, and personalized emails, Clay is changing how companies acquire and grow customers with greater precision and relevancy.

The power of the partnership

Through the recent Clay and TrustRadius partnership, technology vendors have access to TrustRadius downstream intent data with Clay’s AI-driven outreach tools, enabling sales and marketing teams to personalize outreach to in-market buyers that are actively researching their product on TrustRadius.

Let’s explore how this partnership works in practical, actionable use cases.

How Clay and TrustRadius drive value

1. Power your ABM strategy.

Account-based marketing (ABM) is all about targeting specific accounts with the right message to the right person at the right time. With the Clay and TrustRadius partnership, you can use TrustRadius downstream intent data to power their ABM campaigns. For instance, if a prospect from a specific account is viewing your product category on TrustRadius, sales and marketing teams can reach out with relevant content, such as a targeted ad, and email campaign.

This proactive outreach approach ensures that prospects are engaged when they are most likely to convert, increasing the overall effectiveness of ABM campaigns.

2. Integrate intent data across platforms.

The integration of TrustRadius intent signals, through Clay, into other tools such as Demandbase, 6sense, and Intensify opens up even more possibilities. Vendors can use these insights to combine various forms of intent data into a scoring system, allowing them to prioritize high-value accounts more effectively. When an account’s behavior indicates high buying intent, you can trigger automated outreach through these platforms, enhancing both your marketing and sales efforts.

3. Timely sales outreach and competitive intelligence.

The partnership also offers a significant advantage for sales teams. Imagine being able to notify a sales representative when a prospect (or existing customer) is viewing your product profile or a competitor’s profile on TrustRadius. This type of real-time intelligence helps sales reps act swiftly with tailored messaging, whether that’s accelerating deals, responding to competitive threats, or addressing objections before they become deal-breakers.

Sales teams can also be notified when an open opportunity from their pipeline is researching competitors, giving them the intelligence to adjust their pitch and win the deal.

4. Prioritize high-value, in-market accounts.

In order to be efficient with resources, it’s crucial to focus on accounts that are actively researching solutions in your category. TrustRadius provides real-time insights into who’s researching your products, competitors, and your technology category. By sending these intent signals into CRMs like Salesforce, platforms like ZoomInfo, or outreach tools like SalesLoft, sales teams can prioritize their time and effort on accounts that are most likely to convert.

This means that by knowing which accounts are researching your product or similar solutions, your sales team can be more strategic and personalized in their outreach, ensuring they’re spending time where it matters most.

5. Identify customer churn risk and revenue opportunities.

Customer retention and expansion is just as important as new customer acquisition. Through this partnership, vendors can also use TrustRadius intent signals to identify when current customers are researching competitor products—especially when it’s close to their renewal date. By being notified when this happens, you can reach out with tailored messages to address their needs and concerns, reducing churn and boosting opportunities for upselling and cross-selling.

This ensures that businesses not only stay in-the-know about their customers’ intentions, they can also engage with them in a way that mitigates risk and drives long-term revenue growth.

What you need to know

The partnership between Clay and TrustRadius represents a groundbreaking shift in how sales and marketing teams approach outreach. By combining Clay’s AI-driven outreach platform with TrustRadius downstream buyer intent data, you can now execute more targeted, timely, and personalized sales and marketing strategies that drive greater conversions, better customer retention, and a deeper understanding of their prospects and customers.

With these tools, companies can supercharge their ABM strategies, make the most of competitive intelligence, and accelerate deals at the most opportune moments. In today’s competitive technology landscape, this partnership offers a compelling competitive edge.

Ready to get started? Schedule a complimentary strategy call today.