Meeting Form Orchestration Playbook

Standardize and enrich incomplete records before validation.

• Use Clay enrichment to fill missing fields.
• Populate additional company and contact attributes such as:
  • Company domain
  • LinkedIn profile URL
  • Job title
  • Company firmographic data

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Verify whether the lead already exists in the CRM.

• Perform a company lookup in HubSpot using the company domain.
• Perform a contact lookup using the email address.
• Determine whether:
  • The company already exists
  • The contact already exists
  • Both need to be created

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If the company already exists in HubSpot, validate the contact persona.

• Run persona qualification to confirm the lead matches ICP.
• Evaluate attributes such as:
  • Job title
  • Department
  • Seniority level

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If the company does not exist in the CRM, validate company fit first.

• Run ICP qualification using Clay AI.
• Evaluate whether the company fits based on:
  • Industry
  • Company size
  • Technology stack
  • Target market alignment

Only qualified companies move forward.

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Create CRM records for qualified new companies.

• Enrich the company using Clay enrichment.
• Populate attributes such as:
  • Company size
  • Industry
  • Website
  • LinkedIn profile
• Create the company record in HubSpot.
• Create the associated contact record.

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Route the lead to the correct sales rep.

• Check whether the company already has an assigned account owner.
• If an owner exists:
  • Notify the rep via Slack.
• If no owner exists:
  • Assign a new account owner.
  • Send a Slack notification to the assigned rep.

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Trigger follow-up outreach once ownership is assigned.

• Launch email outreach via Instantly.
• Launch LinkedIn outreach via HeyReach.

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