vanta

THE GO-TO-MARKET

CONFERENCE BY CLAY

Oct 8, 2026, San Francisco

→ sculpt.clay.com

Data Infrastructure

Agents

Orchestration

Execution

Clay MCP

BY CUSTOMERS

Data Foundations

Pipeline Generation

Rep Productivity

Department

Learn to Build on Clay

Connect with GTM Engineers

Work with GTM Engineers

Partner with Clay

Our Company

Get in Touch

Socials

Article – NY Times

Clay allows employees to sell shares at a $5b valuation.

At a glance

"Clay has changed how we handle RevOps. We're doing things we never thought possible, and our team can focus on what matters instead of data entry"

Company

Vanta, the leading trust management platform, faced a familiar challenge for high-growth B2B companies: their fragmented sales tech stack was causing inefficiencies across their rapidly scaling sales team.
Visit Vanta

Industry

Cybersecurity and Compliance Automation
Headquarters: San Francisco
Use case: Visit Use Case

"We had both a data enrichment problem and a data orchestration problem," explains Mark Lail, Director of Revenue Operations. "We sometimes had five different tools trying to enrich the same data point, each with their own field in our CRM. There was no good way of choosing the best result or putting it to work. This resulted in a lot of wasted effort."

The Solution

Vanta’s RevOps team enlisted Clay to help them overcome conflicting data across different enrichment tools, centralize data in one platform, streamline account research, and much more.

"Clay has helped us simplify complex workflows, eliminate redundant tools, and make smarter decisions faster. It’s become a cornerstone of our RevOps strategy," said Lail.

Impact TL;DR

Use Case

01 Creating one “source of truth” for CRM data points

The Problem

Before Clay, Vanta used multiple tools to manage their data enrichment. "We had a complex system of trying to decide winners and losers ourselves," said Lail. "We built routing logic across different tools, trying to sequence them in priority order, creating unnecessary complexity."

The Solution

Clay solved this by combining and cross-referencing data from multiple providers. The platform creates intelligent waterfalls across providers, selecting the most reliable data points from each source. "With Clay, we have one data point that goes into a field as our source of truth. This simplifies our own tooling and our end users' lives," said Lail. "We're no longer limited by the accuracy of any single provider—instead, we get the best of each provider's strengths, automatically combined into one reliable output."

An Example

A key example of this unified approach is Vanta's inbound lead enrichment process. When a lead fills out a form on their website, HubSpot performs initial live enrichments and automatically sends the data to Clay. Clay then runs a comprehensive enrichment workflow, gathering and verifying additional information like job titles, company size, revenue data, and geographic location. The platform validates email addresses, adds phone numbers, and cross-checks LinkedIn profiles to ensure accuracy.

Conclusion

This real-time enrichment means sales reps have complete, actionable data the moment a lead comes in.

"Our inbound lead process is faster and more efficient with Clay. Reps can act immediately, armed with the data they need to make a great first impression." – said Lail.

Use Case

02 Using signals to create and prioritize accounts

Monitoring Signals

Vanta uses Clay to track external signals that indicate sales opportunities:

The Process

Here’s how it works when Clay detects a relevant signal—such as a funding announcement or new security role:

  1. Finding or creating an account: When an external event is detected—such as a funding announcement or a new security role opening—Clay automatically identifies the relevant accounts and creates a corresponding signal in Salesforce.
  2. Enriching accounts: Clay enriches each signal with additional details, such as company size, job role specifics, recent funding, or AI-powered research to provide a complete picture of the opportunity.
  3. Routing opportunities: Enriched signals are routed to the appropriate sales rep or account owner in Salesforce. If the account is unowned, Clay triggers the process for assigning it to the correct team member.
  4. Helping with event-based outreach: For high-priority signals, Clay automates workflows to identify decision-makers, summarize key insights, and trigger timely outreach tasks. For example, a new funding signal might lead to personalized messaging tailored to the company’s growth needs.
  5. Custom notifications: Clay alerts sales reps with concise updates about the signal and provides links to supporting data, ensuring they have the context needed to act quickly and effectively.

"Clay helps us identify and act on the signals that matter most, like funding announcements or leadership changes. It's made our prospecting process faster and more effective" – said Lail.

Use Case

03 AI-powered account research

The Problem

Before Clay, Vanta's sales reps spent hours manually researching accounts, gathering information from company websites, LinkedIn, and other sources before engaging with prospects. The RevOps team recognized an opportunity to automate this time-consuming process.

The Solution

"We started by looking at what our reps were doing before talking to a customer," explains Lail. "We wanted to automate this process to save their time for more important work."

The Process

Clay’s AI agent scans company websites for specific indicators of security and compliance readiness, like:

Conclusion

"When a rep claims an account in Salesforce, Clay automatically researches these points and summarizes the findings directly in the CRM. Clay helps us give reps detailed, actionable research in minutes, not hours. It's a huge time-saver" – said Lail.

Use Case

04 Salesforce integration powers seller workflows

The Solution

Vanta connected Clay with Salesforce to support their sales team through two main functions: automated background enrichment and on-demand research.
Clay continuously updates Salesforce data by:

"Reps are able to get all the power of Clay without any complexity," says Lail. "They don't need to learn a new tool or switch between platforms – all the enriched data and insights just appear right where they're already working."

Conclusion

Clay’s Salesforce integration has also improved data governance. Clay automatically:

"The Salesforce integration has been seamless and transformative. It’s allowed us to scale workflows we never thought possible" – said Lail.

Clay's Impact on Vanta's RevOps Strategy

Clay has helped Vanta improve their RevOps processes through automation and data-driven sales. The results include:

Vanta continues to expand their use of Clay. They're hiring a dedicated team member to focus on AI-generated and workflow-generated data, working on both prospect research and customer intelligence.

"Clay has changed how we handle RevOps," says Lail. "It's made us leaner and more effective at scaling our sales motion. We're doing things we never thought possible, and our team can focus on what matters instead of data entry."

Explore More Customers

"What Clay Ads comes down to is really good targeted audiences, and getting the match rates that allow for our paid media to run at volume."
Read case study

"Clay allows us to move fast and drive outsized impact on GTM execution."
Read case study

2x
increase in cold email performance
Read case study

How Figma used Clay to build the infrastructure for everything GTM
Read case study

+50%
More qualified meetings per rep
Read case study

140%
Growth in outbound-sourced pipeline
Read case study

Conclusion

Clay’s impact on Vanta’s sales operations efficiency has been profound. What started as a fix for data enrichment has become central to their RevOps strategy, helping them grow their sales operations with better data and less manual work.