Case study · Salesforce enrichment
Enriching 500,000 Salesforce records with Clay
A manufacturing ERP company asked us to connect Clay to Salesforce for a large enrichment and cleanup project. We enriched the records their teams already relied on, inside their existing CRM workflow.
Built for: A manufacturing ERP company (client anonymized)
- 500KSalesforce records processed
- 50% → 90%Priority field coverage
- 100+ hrsManual enrichment saved
01 · The situation
What needed to change
Half of the priority fields in Salesforce were empty or out of date, so the GTM team couldn't trust which accounts were worth reaching.
The fix had to happen inside the CRM the team already used, not in a spreadsheet that would drift the day it was exported.
02 · What we built
The workflow, step by step
- 01
Connect to Salesforce
Clay reads the existing account and contact records directly, so enrichment works on the same records the client's teams use every day.
- 02
Define priority fields
We focused on the fields that drive outreach decisions: technographics, phone, email, parent company and revenue.
- 03
Waterfall enrichment
Each field is filled by trying providers in order across the 200+ data sources in Clay's marketplace, stopping at the first good answer.
- 04
Write back to the CRM
Added and updated values go back into Salesforce, so coverage improves where reps and campaigns actually look.
- 05
Activate the clean data
With fuller records, the team could reach qualified leads with confidence and run reengagement campaigns on accounts they had written off.
03 · The result
What changed
500,000 records were processed. Coverage of priority fields rose from 50% to 90%, and the project saved more than 100 hours of manual enrichment.
The client's GTM team got records they could act on, plus a base for reengagement campaigns.
04 · Your build
Questions we answer first on enrichment projects
- Which five or six fields actually change what a rep or a campaign does? We enrich those first.
- Which records should never be overwritten, and who signs off on write-back rules?
- How will coverage be measured before and after, so the result is a number, not a feeling?
Want a workflow like this in your Clay workspace?
Josh and Jacob Whitfield scope Clay builds on a short call. Bring the process you want to fix.
Figures from Clay's published customer story about CMM (use case 03). The client is not named on this page. View CMM's Clay partner profile.