Use Cases/01

ICP-to-Pipeline Engine

Connected TV platform

Series B
~£8M ARR
Demand Generation

The Problem

Strong inbound volume from SMBs, but the company could not crack enterprise. Sales was targeting broadly — no ICP definition, no persona-level messaging, no way to identify who was actually buying and why.

Deals were getting to discovery but stalling at Sales Accepted Opportunity stage. The data to fix this was already in HubSpot. No one had looked.

The Engine

Phase 1 — ICP Analysis. Pulled all deals that had reached SAO stage from HubSpot, including associated companies and contacts. Analysed by industry, company size, tech stack, geography, and deal value.

Phase 2 — Persona Mapping. Mapped all contacts across winning deals by job title, seniority, and function. Collapsed into 25 distinct personas grouped into 5 buying committee archetypes: Economic Buyer, Technical Evaluator, Champion, End User, Blocker.

Phase 3 — Clay Enrichment. Ran the persona list through a data waterfall in Clay using AI enrichment — layering job change signals, LinkedIn activity, company funding events, and technology adoption signals on top of each persona. Output: scored, enriched contact lists with persona tags.

Phase 4 — Segmented Outreach. Persona-tagged lists fed into the marketing automation platform. Each segment received messaging relevant to their specific pain point and buying role. Email sequences, LinkedIn touchpoints, and event invitations varied by persona.

Phase 5 — Event and Partner Activation. High-scoring prospects invited to roundtables and industry events. Partner network activated to facilitate warm introductions at the right moment in the buying cycle.

Outcome

Named enterprise deals closed across media, broadcasting, and children's content sectors
Pipeline mix shifted materially toward enterprise logos
Persona framework adopted as standard for all future outbound

Tools

HubSpot
Clay
LinkedIn
Marketing Automation

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ICP-to-Pipeline Engine