Campaign Playbooks

Source: The Kiln Gitbook — Clay Agency

1. AI Personalized Video Campaign (Sendspark)

Concept:

• AI video that says "Hi {{first_name}}"
• Background = scrolling the prospect's website
• Rest of the video = templatized

Setup:

1. Clay enriches prospect data
2. Sendspark generates the custom video
3. HTTP API connects the two
4. Push to sequencer

2. DynaPictures — Custom Images

Example CVS Campaign:

• Client sells ads in CVS stores
• Scrape prospects' Facebook/Google Ads
• Layer their ad onto an image of the CVS mini-billboard
• Send the personalized image by email

Setup:

1. Ad library scraping → Clay
2. DynaPictures API (HTTP API action)
3. Custom image generation per prospect
4. Push to campaign

3. Lookalike Campaigns

Types:

• Lookalikes of closed-won clients
• Lookalikes of positive responders
• Lookalikes of newsletter engagers

How:

1. Import your best customers into Clay
2. Enrich to find common patterns
3. Use those criteria to build similar lists
4. Outreach with messaging "companies like yours..."

4. LinkedIn Follower Campaign (Battle Cards)

Concept:

• Scrape competitor followers (via ScrapeApp)
• Import into Clay
• Create battle cards (your product vs competitor)
• Personalized outreach

Template:

Hey {{first_name}},

I noticed you follow {{competitor_name}} on LinkedIn.

Here are 3 reasons why companies switch from {{competitor}} to us:
1. [Downside 1 of competitor]
2. [Downside 2]
3. [Downside 3]

Would you be open to a quick comparison call?

5. Job Opening Intent Signal

Signal: Company hiring for specific role = need for your solution

Workflow:

1. Monitor job postings (via LinkedIn, Indeed scraping)
2. Filter by relevant roles
3. Find decision makers
4. Outreach: "I saw you're hiring for X, companies in this phase usually need Y..."

6. Ad Library Scraping Campaign

Platforms:

• Facebook Ad Library
• Google Ads transparency
• LinkedIn Ad Library

Use cases:

• Reference their current ads in outreach
• Use their ad creative in custom images
• Analyze their messaging for personalization

Full Outbound Example — ClickUp Brain Campaign

Case study of a real campaign

Context

• Product: ClickUp Brain (AI workspace)
• Target: Fortune 500 managers (product, project, senior managers)
• Goal: Bottom-up adoption → Enterprise upsell

Clay Table 1: Fortune 500 Companies

Column	Source	Purpose
Company Name	Import	Base
LinkedIn URL	Enrich Company	Matching
Headcount Growth YoY	Enrichment	Intent signal #1
+10% Growth?	Formula (checkbox)	Filtering
Recent News	Find Recent News	Intent signal #2
Acquisition?	Formula (checkbox)	Filtering
Contact Page URL	Claygent	Backup data
Fundraising Data	Enrichment	Context

Clay Table 2: People at Fortune 500

Column	Source	Purpose
Person Name	Find People	Contact
Job Title	Find People	Targeting
Department	AI Classification	Personalization
LinkedIn Profile	Enrich Person	Data
Example Docs	AI Generation	Personalization
Custom Use Cases	AI (ClickUp features + company context)	Email copy
Work Email	Waterfall	Outreach
Custom First Line	AI (based on intent signals)	Email copy

Email Copy Structure

FIRST LINE (intent-based):
- If +10% growth: "Congrats on {{company}}'s recent growth..."
- If acquisition: "I saw {{company}} recently acquired {{acquired_company}}..."
- Else: Generic but personalized line

VALUE PROP:
"Have you ever wished you could create a bot out of {{company}}'s
{{department}} docs and ask a question whenever you had one?"

USE CASES:
"For example, at {{company}} you could use ClickUp Brain to:
{{custom_use_cases_based_on_their_docs}}"

SOCIAL PROOF + CTA

Key Takeaways

1. Multi-signal intent: Stack headcount growth + acquisition news
2. Department-based personalization: Different docs for different roles
3. AI-generated use cases: Based on company description + ClickUp features
4. Formula-based email assembly: Merge all pieces cleanly

Inbound Example — Triggery + Google Reviews

Workflow

LinkedIn Post Engagement (Triggery webhook)
          ↓
    Clay Table
          ↓
    Enrich Company
          ↓
    Match to Service Offering
          ↓
    Find Google Reviews
          ↓
    Extract Reviewer Name + Review Content
          ↓
    Generate Custom Message
          ↓
    Push to SmartLead

Email Example

Hey {{first_name}},

Saw you engaged with our post about {{post_summary}}.

I noticed on Google that {{reviewer_name}} left a great review
about how {{company}} helped them with {{review_summary}}.

We help {{industry}} companies like yours with exactly that.
For example, {{matched_case_study}}.

Would you be open to a quick chat?

Power Moves

1. Reviewer name in email = Proves you actually researched
2. Industry-specific case study = Relevant social proof
3. Post reference = Warm intro (they engaged first)
4. Local business focus = Google Maps data where LinkedIn fails