Clay

Design your enrichment strategy first: define ICP fields, contact categories, and source-of-truth rules before building tables

Build waterfall enrichment by cost-coverage-quality: start with cheaper broad sources, then premium vendors for missing fields

Standardize key fields inside Clay before CRM sync: normalize country, industry, job level to match your CRM picklists

Focus enrichment on revenue-critical fields: ICP scoring, contactability (verified email, mobile), and personalization triggers

Use If column is empty then patterns to chain providers without redundant enrichment or overwriting better data

Build separate views for each stage: Raw accounts, Qualified accounts, Contacts to enrich, Ready for outbound

Run small pilots of 500-1000 accounts first to measure match rates and bounce rates before scaling recipes