The "Customer Alumni" Play

January 27, 2026

Tools used

Download playbook

Enter your email

By clicking download you subscribe to our marketing communications.

A workflow that turns former employees of your customers into outbound opportunities.

Fivos Aresti

How it works

Step 1: Build the Customer Alumni Seed List

- Pull all high-ACV customers and accounts with published case studies.

- Create an Active List in the CRM containing these companies.

- Include Firmographics: company name, domain, ARR, vertical, use case.

- Push this seed list into Clay as the foundation for alumni discovery.

‍

Step 2: Find Customer Alumni in Clay

Using Clay’s people search:

1. Select “Include Past Companies”

2. Upload your seed list as the company filter

3. Pull everyone who previously worked at those customer accounts

4. Eliminate anyone who still works there (keep only past employees)

5. Filter for qualified titles (RevOps, GTM, Product, Data, Leadership, etc.)

6. Capture their:

- New company

- New role

- Seniority

- Job-change recency

- LinkedIn URL

‍

Step 3: Qualify Their New Companies

- Enrich new companies using Clay.

- Pull industry, size, revenue, funding, and tech stack.

- Check ICP alignment with your defined Tier 1–3 model.

- Keep only high-fit (Tier 1–2) companies.

- Remove mismatched or non-ICP companies.

‍

Step 4: Score Accounts for Routing

Assign points for simple fit parameters inside Clay, then total the score to determine the tier.

Example scoring rules:

- Geo: UK +5, EU +3, US 0

- Headcount: 50–500 +5, 500–2000 +3, else 0

- Industry match: ICP vertical +5, adjacent +2, non-ICP 0

- Funding: Series A–C +4, Seed +1, late stage +2

- Tech stack: complementary +3, competitor –3
‍

Tiering:

- Tier 1: 12+ points

- Tier 2: 6–11 points

- Tier 3: 0–5 points

Use this tier to route accounts into the correct outreach motion.

‍

Step 5: Route to Tiered Outreach

- Tier 1: Human-led LinkedIn + email (HubSpot task assigned).

- Tier 2: Automated multichannel via Instantly + HeyReach.

- Tier 3: Automated nurture-only email drip.

- HubSpot workflows auto-sync contacts into the right cadence.

‍

Scroll to zoom in and out, drag to navigateUse 2 fingers to drag, zoom in and out

Product Sign-Up Outreach Playbook

Turn product sign-ups into pipeline: capture new users via a Clay webhook, enrich the contact and company, classify work vs personal emails, score fit into tiers, sync everything to HubSpot, and route each tier into LinkedIn or email outreach.

The 2026 GTM Flywheel Playbook

A practical, modular playbook for building a GTM flywheel that replaces linear funnels with a momentum-driven system across Traffic, Capture, Nurture, Qualification, Conversion, and Retention.

OOuuttbboouunnddCCoonntteennttAABBMM

Fivos Aresti

April 16, 2026

+15

Automated Outbound Playbook 2026

A structured automated outbound framework that defines the ICP, builds and qualifies account lists, personalizes messaging, and deploys multi-channel campaigns with tracking and optimization built in.

OOuuttbboouunndd

Fivos Aresti

March 12, 2026

The "Customer Alumni" Play

Tools used

Download playbook

How it works

Share

Related Workflows

Product Sign-Up Outreach Playbook

The 2026 GTM Flywheel Playbook

Automated Outbound Playbook 2026