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💡 THE TIP
Maximize every API at your disposal – especially the mundane ones nobody thinks of as a sales tool.
Clay’s enterprise GTM team turned a boys’ trip to the Masters into a 100x pipeline-to-spend campaign. Here’s how it ran.
They raided the merch store in Augusta, walked out with $3,000 in hats and mugs, then used Claygent to comb social profiles and surface the golf fans among their prospects at Tier 1 accounts – some buyers wrote about golf on LinkedIn; some played in college. Then they shipped the merch to those individuals.
Most teams would have stopped there.
Instead, Varun Anand’s team piped UPS’s package-tracking API into their systems, and the moment a box read “delivered,” they fired off an automated, personalized email as the gift landed in the prospect’s hands.
The insight here is subtle. We in tech think of Clay – but how many folks think of the UPS API? What are other feeds that are overlooked but can take your campaign from good to great?
Special shoutout to Varun Anand at Clay for this tip!
✅ THE TO-DO
List every tool that touches your customers: shipping, billing, calendars, support, product usage. Pick one with an API that reveals how customers behave but that nobody on your team treats as a sales signal. In Clay (or your tool of choice), pull in that data and build one trigger off it.
If you found this tip helpful, please share with a fellow b2b founder 😎
🤖 THE CLAUDE SKILL
Paste this into Claude to mine your own stack for overlooked signals before you go build them in Clay.
Act as a GTM engineer. Help me find non-obvious data signals I could turn into
timely, automated outreach — the kind of "mundane" APIs my competitors ignore.
My context:
- What I sell, in one line: [PRODUCT]
- Who I sell to: [ICP — TITLES + COMPANY TYPE]
- What a real buying moment looks like for me: [E.G. "they just hired a VP Sales"]
- Tools/data I already touch: [E.G. SHIPPING, BILLING, CALENDARS, SUPPORT, USAGE]
Give me 8 overlooked data sources or APIs (think shipping/tracking, weather,
job boards, app-store reviews, tech-stack changes, permit filings, etc.) that
could signal intent or a perfect moment to reach out.
For each, output a table row with:
1. The API / data source
2. The signal it reveals
3. The exact trigger I'd wire up in Clay
4. A one-line message angle for the follow-up
Then rank them by signal strength vs. how easy they'd be to set up.📺 For Your Additional View
Our Jessica Lin recently sat down with our Work-Bench CEO-in-Residence David Politis on his podcast, Not Another CEO.
For founders, Jess calls out two key points to hit in your Seed pitch in the first 5 minutes:
Demonstrating velocity - how have you and your team moved fast, shipped, learned, iterated with early customers and pipeline 🚀
Articulate a big, ambitious vision that will take you 10 years to achieve - right from the jump 💥
See more of Jess’ post here and why founders should focus less on their current ARR and growth rate to $2M ARR - but be crystal clear on how they have a plan to $800M+ in ARR in the next 10+ years for a venture-scale business.
🎙️ Watch it here: Better to be fast than to be right — Jessica Lin, Work-Bench, Not Another CEO Episode #102.
Do you have a GTM protip? Send our way here to feature in an future issue! If you try any of these tips and found them helpful, let us know - we’d love to hear from you.