How we Personalized our Inbound Flow with Chili Piper + Clay

Overview

Successful inbound sales strategies depend on two critical capabilities: speed to lead and personalization. Buyers demand immediate meeting scheduling, while sales representatives require comprehensive prospect context to customize their engagement approach.

Schedule meetings instantly with Form Concierge

Chili Piper's Form Concierge enables automatic qualification, routing, and scheduling of inbound demo requests with immediate results. The platform simultaneously automates CRM actions including event creation and ownership assignment, reducing manual work for sales teams.

The Flow Builder functionality extends across all Chili Piper products, allowing teams to implement identical qualification and scheduling processes through both forms and chat interfaces, accommodating buyer preferences for different engagement channels.

Use Clay to automatically enrich prospect data and enable AEs

Despite fully automated inbound conversion processes, personalization remains central to the sales approach. Clay enriches prospect data at demo scheduling, providing account executives with comprehensive profiles including:

• Tech stack information
• Company descriptions
• Notable customers
• Primary competitors
• Ideal customer profile alignment
• Homepage and demo page URLs

Using webhook URL functionality, newly scheduled prospects are automatically sent to Clay for enrichment. Generated reports provide sales teams contextual insights about prospect tools, customers, and competitive landscape.

Automated product gifs for personalized follow-up

Beyond prospect reports, an internal tool captures screenshots of prospect websites, generating personalized product demonstrations. These animations showcase how Concierge and Chat functionality would appear on the prospect's specific website.

This outreach strategy evolved from manual creation to virtual assistant support, ultimately becoming fully automated through Clay, Urlbox, Creatomate, and internal engineering systems.

‍The success of your inbound sales approach relies on doing two things extremely well.

The first is speed to lead. Buyers won’t wait for hours, let alone days, to get a meeting on the calendar with your sales team. You need to get those calls on the calendar immediately.

The second is personalization. Buyers are unique. Your sales reps need the right context in order to personalize their approach, messaging, and content to each buyer.

In this article, I’m going to show you how we use Chili Piper, Clay, and one of our own internal tools to schedule inbound meetings instantly and enable our reps to take a personalized approach with each deal.

Schedule meetings instantly with Form Concierge

Let’s start with speed to lead. We use our own product, Chili Piper Form Concierge, to automatically qualify, route, and schedule inbound demo requests. It’s not a matter of days, hours, or even minutes. We’re talking instantly.

In the screenshot below, you can see a portion of the flow we use with our inbound demo requests.

In the same flow, we’re also automating CRM actions like creating events and assigning ownership, which saves you and your sales team time.

By the way, since our Flow Builder works across all Chili Piper products, we can use this same flow in our Chat product to achieve the same instant qualification, routing, and scheduling. We use a combination of forms and chat across our site to capture buyers using whatever method they prefer.

Use Clay to automatically enrich prospect data and enable AEs

Our inbound conversion process is fully automated, but that doesn’t mean our sales approach is one-size-fits all. Very much the opposite.

We use Clay to automatically enrich prospect data at the time they schedule their demo and enable our reps with a complete profile they can use to tailor their messaging, demo, and follow-up.

Using our “webhook URL” feature, we can send new prospects to Clay, where they are enriched with additional people and company data, like:

• Tech stack

• Company description

• Notable customers

• Main competitors

• Ideal customer profile (ICP)

• Homepage and Demo page URLs

We then generate a report for our AE containing a number of data points that give them more context around their deal, like what tools the prospect uses, notable customers, and main competitors.

Automated product gifs for personalized follow-up

In addition to our prospect report, we’ve also built our own internal tool that uses Clay data to automatically capture screenshots of our prospect’s demo and home pages.

We then use those to create and personalized product gifs, showing them what Concierge and Chat would look like on their website.

This has been a core part of our outreach strategy for years. We started creating these manually for each client, then eventually scaled it using virtual assistants. But now, it’s all completely automated using Clay, Urlbox, Creatomate, and some crafty internal engineering.

What’s next?

If you want to try this spicy use case yourself, learn more about Chili Piper Form Concierge here.

Also if you’re not doing so already, be sure to follow Jonathan on LinkedIn — he shares spicy Chili Piper tips and tricks regularly.

In the meantime, stay spicy 🌶️