Build listsSkill

Icp Outbound Campaign

Turns your ideal customer profile into a verified lead list saved in Clay Audiences and a drafted outbound email sequence, without sending or launching anything.

Tanvi Reddy

Product Marketing at Clay

About this Skill

When to use it

Use this Skill when you want to turn any ideal customer profile (ICP) into an end-to-end outbound campaign: a confirmed lead list with verified work emails, a new Audiences segment, and draft two- or three-email sequence copy in the Clay Sequencer. If you're an early stage startup, this Skill helps you build the best campaigns to test different ICPs and scale what works. Avoid using it for scoring or enriching a list you already have, finding companies instead of people, or sending, launching, or replying to a live campaign.

What it delivers

You get a confirmed lead segment saved in Clay Audiences and drafted email sequence copy in the Sequencer built around your offer, ready for human review. Nothing is ever launched or sent; you add sender accounts and launch campaigns yourself directly in the Clay Sequencer UI. This skill helps you build the foundations of your campaign, but you can then polish it up directly in the Sequencer before sending.

SKILL.md preview

# SKILL.md

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How someone would prompt this

Find me 200 VPs of Sales at fast-growing SaaS companies in the US, verify their work emails, and draft a two-email outbound sequence about our new pricing tool.

Inputs & outputs

What someone provides before the Skill runs, and the reviewable artifacts it returns.

Inputs

01
ICP definition
- Job titles and seniority that define the buyer
- industries, size range, and growth or hiring signals for target companies
- countries or regions for location
- target lead count and companies to exclude.
02
Search refinement rules
- Titles that match the search but never buy, confirmed after seeing results
- which ICP criterion to relax first if the strict search falls short
- how many leads one company may contribute.
03
Personalization choices
- Any extra fact per lead or company to reference in the email, like recent posts or funding, and how recent it must be
- which Audiences field should hold it.
04
Campaign and offer details
- Who is sending, the offer, and what the recipient must do to accept it
- product facts and any customer proof you may cite
- days before the follow-up email
- whether to add a third email.
05
Audiences setup
- The tag and field that mark this batch as its own segment
- an existing CSV-to-Audiences workflow, or permission to build one.

Outputs

01Confirmed ICPA plain-language summary of the buyer profile you approved, showing exactly who the search targeted.
02Personalization data pointsLists each extra fact you chose to personalize outreach, the enrichment that found it, and how often it appeared.
03Lead segment summaryBreaks down how many leads each search tier contributed and explains why the run dropped or excluded others.
04First email previewA sample of the actual initial email one lead would receive, so you can check tone and offer before anything goes out.
05Coverage summaryA one-line accounting of every person found, kept, or dropped, so you can verify nothing silently disappeared.

Representative output

Confirmed ICP

People titled VP or Head of Sales, Director and above, at software companies with 201–1,000 employees that grew headcount more than 20% in the last year, based in the UK and Ireland, excluding current customers and everyone already in Audiences. Target: 150 leads, one per company.

Personalization data points

Data point	About	Window	Enrichment chosen	Test hit rate	Final hit rate	Field
Latest funding round	company	last 12 months	managed company funding routine, once per company	4 of 10	61 of 150	Latest funding
Recent LinkedIn post	person	last 30 days	profile-posts action, capped at 3 posts per lead	3 of 10 — below half	dropped by the installer	—

Lead segment summary

Group	Leads	Share	Definition
Tier 1 — confirmed ICP	98	65%	the ICP exactly as confirmed
Tier 2 — size band widened	52	35%	same, 1,001–5,000 employees, widened on the installer's say-so
Not kept — no verified email	19	—	skipped, never guessed

Titles kept: 61 VP of Sales · 47 Head of Sales · 42 Director of Sales.

Initial email, as one lead would receive it

Subject: Pipeline review for Northwind

Hi Dana, Congrats on Northwind's Series B in March — a round like that usually means the sales team grows faster than the pipeline data behind it. I'm with Contoso. I'd like to offer a pipeline review for Northwind, on us: a 30-minute call where we look at your last two quarters of opportunities and show where deals stalled and why. There's nothing to buy, and you keep the findings either way. Want me to set one up? Sam

Coverage line

212 found across two tiers · 9 removed by title · 169 with a verified email · 150 kept after one per company, filled tier 1 first · funding found for 61 of 150 · 0 already in Audiences · draft campaign, not launched.

How the Skill runs

Follow the steps in order. Each row includes the full instruction.

StepWorkflowType

Confirm Clay connection

The skill checks your Clay login and workspace, then explains upfront what it will do and that nothing is sent or launched.

Step

Interview you for your ICP

Asks about buyer titles, company profile, geography, lead count, and exclusions one question at a time, then plays back the ICP and pauses until you confirm it is correct. The run stops and waits for human approval before continuing.

Step

Check for existing lists

Looks at your existing Audiences segments and campaign drafts for the same seller, and asks whether to build fresh or top up an earlier list.

Step

Build and confirm the search

Turns your ICP into a Clay people search, reads it back in plain words for you to confirm, then counts the strict search results. The run pauses here so you can review a sample of matches before anything widens. The run stops for sample review before continuing.

Agent

Remove non-buyer titles

Lists every title the search returned, proposes ones to drop such as vendor or interim roles, and removes them before any paid step runs.

Step

Choose personalization enrichments

Asks whether you want extra facts like recent posts or funding referenced in the email, tests the best option on 10 leads, and pauses for your approval before continuing. The run stops for sample review before continuing.

Agent

Approve cost and writes

Runs a small test batch of domain and email lookups, then shows the full itemized cost and every record it plans to create or write, and stops until you approve it.

Action

Find emails and personalization data

Looks up each unique company's domain and each lead's verified work email, then pulls any approved personalization facts, skipping anyone without a verified email.

Agent

Save leads to Audiences

Selects leads up to your per-company limit, writes them into a new Audiences segment, and builds or reuses the workflow that uploads them.

Step

Draft the email sequence

Writes personalized email copy around your offer, checks it for spam triggers, and previews it for a realistic lead, without launching or sending anything.

Step

Deliver the results

Reports the confirmed ICP, segment count, personalization hit rates, drafted email copy, and the next steps you need to take manually, like adding sender accounts and launching.

Step

Connections required

No connections listed.

Install Clay and run it

1Install ClayUse the connector or official plugin in your coding-agent environment.
2Sign up or log inAuthorize Clay access and return when the connection is ready.
3Install the SkillRun the one-line install command from the Add this Skill card.
4Run the SkillPaste the example prompt and review the result.

Version history

Version 1From submitted SKILL.mdCurrent

Search Marketplace

Icp Outbound Campaign

About this Skill

When to use it

What it delivers

SKILL.md preview

How someone would prompt this

Inputs & outputs

Confirmed ICP

Personalization data points

Lead segment summary

Initial email, as one lead would receive it

Coverage line

How the Skill runs

Connections required

Install Clay and run it

Version history

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