The Gtm Engineering B2B Playbook: Learn Clay From Scratch

Build a modern B2B GTM strategy. A guide for Sales & RevOps to learn Clay's AI, Waterfalls, and Intent Signals.

What you'll learn

Understand the fundamentals of Clay, including its function as a data workspace and how to use different data sources

Master Claygent (Clay's AI) by writing prompts for personalization and using credit-free AI Formulas for data cleaning and conditional logic.

Build and run Waterfall Enrichments to efficiently find any data point

Create and track Intent Signals to identify high-value buying triggers, such as new hires and funding rounds

Requirements

No prior experience with Clay is required. This course is designed to take you from the very beginning, starting with a blank table.

Description

About Your InstructorHi, I'm Gui Stetelle. An engineer by training and a salesperson by trade. I built this course to share the GTM engineering principles I use every day to get real results for high-growth companies.Experienced B2B Sales Professional: I’ve made over 50,000 cold calls and generated 8 figures in pipeline for companies like Bringg (Unicorn, raised $100M), Tractian (raised $120M), and Versum (acquired by Booksy)Founder of Decade Journey, a Lead Generation Agency building outbound engines for B2B companies.This is the definitive guide for Sales, RevOps, and Growth professionals who have heard about how powerful Clay is but feel overwhelmed by the blank canvas when they log in.This course is for you if: You want to move from confusion to confidence and build a modern B2B GTM strategy from scratch.What we'll learn: This is a structured playbook, not just a tour of features. We'll start with the foundational FETE Framework (Find, Enrich, Transform, Export) to give you a mental model to solve any list-building challenge.What You Will Master in This Course:The Basics in Clay: Learn to source data from anywhere (CRMs, Google Maps, web scraping) and use a structured framework to guide your projects.Waterfall Enrichment: Dive deep into Clay's most cost-effective feature. You'll learn to chain data providers to find any data point while saving credits and hours of manual work.AI Agents & Formulas: Master prompt engineering, choose the right AI models, and use credit-free AI Formulas for powerful conditional logic and data formatting.Intent Signals: Build a proactive intelligence engine. Learn to track high-intent moments like new hires and funding rounds to perfect your timing and personalize your outreach.APIs and CRM Integration: Put your data to work by connecting Clay to your tech stack, including HubSpot, Salesforce, and any other tool using the HTTP API enrichment.By the end of this course, you won't just know what the buttons do; you'll understand how to think like a GTM engineer.If you're ready to stop guessing and start building sophisticated, automated, and effective outbound workflows, this is the course for you.

Overview

Section 1: Chapter 1 — Clay Basics & the FETE Framework

Lecture 1 What is Clay?

Lecture 2 FETE Framework

Lecture 3 Sources in Clay

Lecture 4 Lists of People vs. Companies

Lecture 5 Exercise 1

Section 2: Chapter 2 — AI Agents and AI Formulas

Lecture 6 Prompt Engineering

Lecture 7 Choosing the Right AI Model

Lecture 8 AI Formulas

Lecture 9 Exercise 2

Section 3: Chapter 3 — Waterfalls

Lecture 10 Life Without Clay: The Old Way

Lecture 11 Life With Clay: Waterfalls

Lecture 12 Custom Waterfalls

Lecture 13 Exercise 3

Section 4: Chapter 4 — Importing and Exporting from Clay (API/CRM)

Lecture 14 APIs: The Global Language of the Web

Lecture 15 Exporting Data

Lecture 16 Exercise 4

Section 5: Chapter 5 — Intent Signals

Lecture 17 The Power of Intent Data

Lecture 18 Capturing Intent with Signals

Lecture 19 Exercise 5

Lecture 20 Thank you note

Founders and GTM Leaders at B2B companies who need to build a scalable, automated, and effective outbound sales engine from the ground up.,Sales, RevOps, and Growth Professionals who have heard about Clay's power but feel overwhelmed and don't know where to start.,Ambitious individuals in sales or marketing roles who want to level up their technical skills and learn a modern, engineering-style approach to lead generation.,Anyone who is tired of the limitations of traditional GTM tools and wants to learn how to use Clay to find unique leads and build highly personalized campaigns.