I get the backlash.
The cult of Clay is magnetic, (the people are just so.damn.nice!) but the more I understand what it can do, the more my mind explodes with possibility for strategy & creativity.
I agree that marketing isn’t about chasing every new tool, definitely not 14,000 of them! But really this is a problem of focus (or lack of it):
- Many misunderstand what tools like Clay Prospecting Tech can actually do
- You need to choose ONE tool that fits your strategy, then MASTER it
Another couple of things to set the record straight on:
- It’s not about strategy v/s tools Data & tech tools will NEVER replace strategy! (At least not until the machines take over completely!) We just use them to make better strategic decisions.
- The 🔥 1P Marketer Syndrome 🔥 isn’t a helpful frameWith increasing data-privacy demands, capabilities & compliance, 1P data is more valuable than ever.
But it’s not just about scraping LinkedIn; it’s about understanding people better – like finding, in seconds, what they write about/ talk about/ care about so you can show up to the meeting with a full-blown solution, or create inbound content that actually helps your Tier 4 customers overcome real barriers to their growth when they’re searching for solutions.
This is very strategic, creative and highly personalised for the people/ businesses you serve.
- As a marketing leader I have to speak BOTH languages Incredible marketing bridges high-level strategy with detailed, tactical, data-driven execution, one is USELESS without the other. Knowing a knew tool won’t impress ‘the board’ but to get budget you do need to demonstrate impact.
- Technology is incredible. Misusing/ misunderstanding is a ‘people problem’In yesterday’s Clay Studio Live Q&A, Bruno Radice shared that using Clay to solve real business problems is the best way to master it. If you chase a tool without a clear purpose, that’s a people problem, not a technology problem.
Before writing Clay Prospecting Tech off:
- try using it to solve some real business problems
- sign up for a free trial and play under the hood
- watch Clay 101 intro course & do the exercises
- sign up for a week intensive cohort to LEARN
The magic isn’t in the tool, it’s in the mind of the marketer who asks questions like:
🚀 What/ where are the bottlenecks in my GTM motion and how can I use Clay’s configurability to remove them, automate intelligently, and drive real impact? 🚀
It really doesn’t have to be Clay Prospecting Tech!
It just needs to be the right tool to help solve your most pressing brand & marketing challenges right now, that will enhance & complement your existing MarTech stack & workflows.
Book a discovery call with me today.
(strategy + creativity + Clay = 💪🏼)
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