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15 Clay Templates for Common GTM Workflows
9 min read

15 Clay Templates for Common GTM Workflows

A
Akash MunshiOctober 13, 2026

The fastest way to build in Clay is to copy a template and change the inputs. Below are 15 official Clay templates and Claybooks from Clay's own library, grouped by job: inbound, CRM hygiene, signals, list building and outreach. For each one you get what it does, the integrations it needs, and what drives its credit cost.

Clay hosts these in two places. The template gallery holds copyable tables, and Claybooks are step-by-step guides with a downloadable table [1][2]. A template page does not list its credit cost, so the cost notes below come from Clay's pricing docs [3].

How do Clay templates work, and what do they cost to run?

A Clay template is a pre-built table you copy into your workspace, add your own data to, and run [2]. What you pay for is the run: Actions and Data Credits, like any other table.

Three rules from Clay's docs explain most template costs [3]:

  1. Sourcing lists, webhook imports, CRM imports, formulas and filters use no Actions.
  2. Every enrichment, AI run or exported record uses 1 Action.
  3. Data Credits vary by data type, from 0.5 to 10+ per enrichment; Clay estimates 6 to 20 per fully enriched record.

If you bring your own API key for a provider, you skip its Data Credits but still use the Action [3]. New to Clay? Build one table by hand first with our Clay tutorial, then copy templates.

Which templates should you start with?

Start with the job you already do by hand every week. This table maps all 15 to their input and main cost driver.

# Template Input Key integrations Main cost driver
1 Enrich inbound leads and write personalized emails Email plus form answers Enrichment, AI Enrichment plus 1 AI run per lead
2 Enrich, classify and route Typeform leads Typeform responses Typeform, Claygent Claygent ranking per lead
3 Enrich CRM records with validated emails, companies and phones CRM contacts Any CRM Phone lookups
4 Track job changes for champions CRM champions HubSpot, Slack 1 Action + 0.2 credits per check
5 Find decision makers with only a website URL Domains Email waterfall Email waterfall
6 Account list and score from technographics Product used HG Insights, HubSpot HG Insights lookups
7 Competitor displacement campaigns Competitor tech HG Insights, Twain, Smartlead Contacts plus AI copy
8 Funding stage, amount and lead investors Company list Crunchbase scrape, AI Scrape plus AI summary
9 Find and reach companies hiring your ICP Job openings Instantly Job scrape plus AI emails
10 PredictLeads news and job openings icebreakers Domains PredictLeads, ChatGPT Two PredictLeads calls per row
11 Google Maps listings to target accounts Cities plus industry Serper.dev, Claygent Claygent owner lookups
12 Competitors' top customers from a URL Competitor URL Claygent Claygent web research
13 Website visitors for warm outbound RB2B webhook RB2B, Lemlist Enrichment per visitor
14 Convert personal emails to work emails Personal email Waterfalls Three chained waterfalls
15 Viral post comments to HeyReach LinkedIn post HeyReach Enrichment per commenter

Which templates handle inbound leads?

Two templates cover inbound: one for enrichment and email drafting, one for routing.

1. Enrich inbound leads and write personalized emails

This table enriches, scores, researches and drafts an email for an inbound lead from a person's email plus their form answers [4]. Use it when demo requests sit in a queue waiting for a rep to look them up. Cost scales with enrichments plus one AI run per lead; Clay's GPT-5 Mini costs 0.4 Data Credits per content task [5].

2. Enrich, classify and route leads from Typeform submissions

This Claybook imports Typeform responses, enriches person and company data, and ranks seniority with a Claygent prompt called "Level Ranking": A for founders and leadership, B for mid-level, C for junior [6]. A formula then sorts leads by urgency and assigns them round-robin to SDRs. Note that the Typeform source only pulls new responses, not historic ones [6].

Which templates keep your CRM clean?

These two keep CRM records current, which is the "CRM data enrichment and hygiene" workflow in our list of 12 GTM workflows to automate.

3. Enrich CRM records with validated emails, companies and phone numbers

This Claybook imports CRM contacts, validates emails, enriches LinkedIn data, finds phone numbers, flags job changes and syncs everything back with lookup and update columns [7]. Phone numbers are the expensive part. Clay says emails are cheap and phone numbers are expensive in Data Credits [3], and phone enrichment needs the Launch plan or higher [8].

4. Track job changes for champions at existing customers

Import your champions from HubSpot or another CRM, let Clay find their LinkedIn URLs, then run "Monitor for job changes" with a 3, 6 or 12-month lookback on a daily to quarterly schedule [9]. The output includes the new company, domain and work email, ready for a CRM update and a Slack alert. Each check costs 1 Action plus 0.2 Data Credits [10]. A lighter version, "Check if contacts in HubSpot have changed jobs," only updates the CRM record [11].

Which templates build target account lists?

These four turn a domain list, a tech stack or a funding filter into accounts and contacts.

5. Find key decision makers at any company with just a website URL

Set a job title, add domains, and Clay searches for the decision maker and runs a work-email waterfall [12]. The waterfall columns are hidden, so you only see the final email. It is the simplest template to learn waterfalls on, because the only paid step is the email lookup.

6. Build an account list and score from technographic and firmographic data

This Claybook uses HG Insights to find companies by the product they use, scores them with HG's intensity score plus firmographics, finds contacts at accounts above your threshold, and pushes them to HubSpot [13]. Edit the score columns before you run, or you will enrich contacts at accounts you would never call. For a version that scores accounts from public data without a vendor, see our guide to ICP scoring without a data vendor.

7. Run outbound competitor displacement campaigns with tech stack data

HG Insights finds companies that use a competitor, Clay finds contacts there, Twain writes the sequence, and the rows go to Smartlead, Outreach, Salesloft or Instantly [14]. Exporting to an external sequencer costs 1 Action per record [3].

8. Find a company's funding stage, latest funding amount and lead investors

The template finds domains, enriches funding data, scrapes each company's Crunchbase page, and writes an AI summary of why they raised and what they plan next [15]. That summary is a ready-made opener for recently funded accounts.

Which templates use hiring and news signals?

Job board postings and news cards flowing into a spreadsheet table that flags matching accounts for outreach

Hiring for the role you sell to is one of the clearest buying signals, and two templates act on it.

9. Find and outreach to companies hiring your ICP

This workflow scrapes job openings, enriches the job data, writes personalized emails, and adds prospects to Instantly [16]. Cost grows with AI emails, so filter to your ICP before the writing column runs.

10. Use PredictLeads news and job openings to create tailored icebreakers

Pull PredictLeads news by category and open jobs from PredictLeads' job finder, then let ChatGPT filter for your use case and write a one-line icebreaker [17]. Domains can come from CSV, manual entry or Find Companies. Two provider calls per row make this pricier than template 9, but you get news and hiring context together.

Which templates find leads outside the usual databases?

These three source leads from maps, competitor websites and website traffic.

11. Turn Google Maps listings into a target account list

Enter cities and an industry, pull listings through Serper.dev, then let Claygent find the owner and run a work-email waterfall [18]. Serper is a paid service whose first 2,500 queries are free, and the table writes to three child tables so no single table passes 50,000 rows [18]. Businesses without a website are skipped.

12. Get a list of a company's or competitor's top customers using just their URL

Claygent finds a company's customer page and extracts the logos into rows [19]. It costs one web-research run per competitor; Clay's Helium model costs 1 Data Credit per web research task and Argon costs 3 [5].

13. Identify website visitors for warm outbound

RB2B identifies visitors and sends them to Clay by webhook, Clay enriches them, ChatGPT marks each as campaign-qualified or not, and qualified visitors go to Lemlist [20]. The Claybook lists RB2B's Pro plan as a requirement [20]. Webhook imports cost no Actions; enrichment does [3].

Which templates fill in contact details and social leads?

The last two handle messy contact data and LinkedIn engagement.

14. Convert personal emails to work emails

Start with a personal email, find the person's professional profile, get their current company and domain, then find the work email [21]. Each hop is a waterfall. Use it on newsletter or free-trial signups that used Gmail addresses.

15. Scrape viral posts' comments and funnel them to HeyReach

Pull the people who commented on a LinkedIn post into a table, enrich and qualify them, then add them to a HeyReach campaign [22]. Comments on a competitor's or influencer's post are a decent intent proxy, but qualify hard, because most commenters are not buyers.

How do you keep template costs under control?

Turn off Auto-run, test on 10 rows, and gate expensive columns with "Only run if" conditions [23]. Table-level Auto-run is enabled by default in Clay, so the first rows you add to a copied template can enrich before you have checked the output [26]. Check the Clay pricing breakdown for how Actions and Data Credits map to plans as of October 2026.

Templates also inherit Clay's limit: they enrich from databases and the open web. Signals that sit behind a login, such as a Sales Navigator lead list or a Reddit thread describing your exact problem, need a browser session. Drevon reads those sources in your own browser, returns a brief where every claim links to its source, and exports the result to Clay, where any of these templates can pick it up. If you are still choosing between tools, our Clay vs Apollo comparison covers where each fits.

Frequently asked questions

Are Clay templates free?

Clay publishes them openly in its gallery; running one uses Actions and Data Credits at your plan's rates, and the free plan caps tables at 200 rows [3][8].

Where do I find Clay templates?

Templates are at clay.com/templates, and Claybooks with step-by-step guides are at university.clay.com/use-case-templates [1][2].

Can I share my own Clay table as a template?

Yes. Sharing a table as a template shares its structure plus one row of sample data [24].

Do I need paid integrations to use these templates?

Some, yes. The website visitor template needs RB2B Pro, the Google Maps Claybook uses paid Serper.dev queries after the first 2,500, and phone enrichment needs a paid Clay plan [8][18][20].

What is the cheapest template to start with?

Template 5, decision makers from a URL, because its only paid step is the email waterfall, which charges only for the provider that finds a match [12][25].

Download Drevon to find accounts with a source-linked reason to reach out, then send them into your Clay templates, or book a demo.

Sources

  1. Clay, "Templates gallery", accessed 2026-10-10.
  2. Clay University, "Templates and Claybooks overview", accessed 2026-10-10.
  3. Clay University, "Actions and Data Credits", accessed 2026-10-10.
  4. Clay template, "Enrich inbound leads and write personalized emails", accessed 2026-10-10.
  5. Clay University, "AI pricing", accessed 2026-10-10.
  6. Clay Claybook, "Enrich, classify, and route leads from Typeform submissions", accessed 2026-10-10.
  7. Clay Claybook, "Enrich HubSpot records with validated emails, companies, and phone numbers", accessed 2026-10-10.
  8. Clay, "Pricing and FAQ", accessed 2026-10-10.
  9. Clay Claybook, "Track job changes for champions at existing customers", accessed 2026-10-10.
  10. Clay University, "Job change signal", accessed 2026-10-10.
  11. Clay template, "Check if contacts in HubSpot have changed jobs", accessed 2026-10-10.
  12. Clay Claybook, "Find key decision makers and their emails using only a company URL", accessed 2026-10-10.
  13. Clay Claybook, "Build account list and account score based on technographic and firmographic data", accessed 2026-10-10.
  14. Clay template, "Run outbound competitor displacement campaigns with tech stack data", accessed 2026-10-10.
  15. Clay template, "Find a company's funding stage, latest funding amount, and lead investors", accessed 2026-10-10.
  16. Clay template, "Find and outreach to companies hiring your ICP", accessed 2026-10-10.
  17. Clay Claybook, "Use PredictLeads news and job openings to create tailored icebreakers", accessed 2026-10-10.
  18. Clay Claybook, "Turn Google Maps listings into a target account list", accessed 2026-10-10.
  19. Clay template, "Get a list of a company's or competitor's top customers", accessed 2026-10-10.
  20. Clay Claybook, "Turn website visitors into warm outbound using Clay and Lemlist", accessed 2026-10-10.
  21. Clay template, "Convert personal emails to work emails", accessed 2026-10-10.
  22. Clay template, "Scrape viral posts' comments and funnel them to a HeyReach campaign", accessed 2026-10-10.
  23. Clay University, "Ways to save Clay credits", accessed 2026-10-10.
  24. Clay University, "Workbook and table sharing guide", accessed 2026-10-10.
  25. Clay University, "Work Email waterfall", accessed 2026-10-10.
  26. Clay University, "Table management settings", accessed 2026-10-10.