Marketing Agency workflow for Clay leveraging latest posts on LinkedIn

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If you're running a digital marketing agency or B2B outreach firm and on the lookout for new clients, try this custom LinkedIn lead generation workflow I built in Clay. It’s designed to help you find high-level executives and filter based on their LinkedIn activity and engagement.

We went beyond simply using the most recent post. We used AI-powered research and post history analysis to target decision-makers and business leaders more inclined to need your service.

I see a lot of posts with really cool Clay automation workflows and enrichments, so I wanted to share a custom workflow we created for prospecting on LinkedIn.

Clay has dozens of prebuilt workflow templates that sales teams, outbound marketers, and demand generation specialists can use right out of the box. They help you automate tasks like lead enrichment, ICP targeting, and LinkedIn scraping. But figuring out where to start with Clay can be overwhelming. Another thing to note is that some of these workflows can use up Clay credits quickly. For most small businesses or marketing teams, it's worth experimenting to find out which ones work best for your email campaigns, personalized outreach, and ABM strategies.

For one of our marketing agency clients, we wanted to identify prospects who were active on LinkedIn but hadn’t posted recently. This often signals people who consume content but aren’t actively creating it, which can be a great indicator for outreach.

Here’s how we did it:

Firmographic targeting: We started by narrowing our search based on company size, location, industry, and job title. These are essential filters when you're building an Ideal Customer Profile (ICP) for B2B campaigns.

Once we had a qualified lead list, we built custom agents using features built right into Clay.

Using Clay’s LinkedIn Post Finder, we pulled the most recent posts from each target’s LinkedIn account. You can also do this for the company.

We then used custom agents to:

Summarize the post and use it as an icebreaker for cold email

Analyze how long it had been since they last posted. This gave us helpful LinkedIn engagement insights

We filtered for people who hadn’t posted in several months but still had a post history. That signal of being previously active helped us find qualified prospects who would be more likely to engage with a personalized message.

We used that information to craft outreach messages that landed. The response rates were excellent.

This same Clay automation workflow is now being used across several client campaigns and continues to perform well.

The key to making it work was breaking the message into three parts:

A personalized opener summarizing their latest post

A reference to the time since their last LinkedIn activity

A relevant offer tailored to their role or industry

This structure keeps the message tight and avoids common errors that happen when everything is jammed into one chunk.

I think a lot of this custom prompting in Clay will eventually be replaced as multi-agent platforms (MCPs) mature. They’ll handle multiple tasks with one agent. But right now, you still need to be intentional with your prompts to get the best results.

If you want the entire Clay table template or want to run a manual LinkedIn campaign to review prospect post history, feel free to DM me or drop a comment. We can take a look together.

Here are the prompts if you want rebuild this for your Clay LinkedIn outreach workflow I along with a link to the Template:

Table Template

https://app.clay.com/shared-table/share_0swb02ayV3QpAcsnAqY

Summarize the most recent LinkedIn post found in

/post

. This summary is the {{LinkedIn Post Summary}}.

Use the {{LinkedIn Post Summary}} to write the first line in an email to the individual who posted.

- It may be an older post so we want to keep that in mind when crafting our response.

Please be mindful of the following things when writing the email:

- Start the message with "I just saw you post about..."

- these events or topics could have happened in the past or could be upcoming so do not use past or future references. - Just comment on the activity and not the outcome.

- Don't use any quotation marks.

- Don't include any initial or final formal greeting.

- Don't include a subject line.

- Make the message 1-2 sentences with a total word count under 20 words.

- Use casual, conversational language and sound like a human.

- Say something specific about the {{LinkedIn Post Summary}} but keep it observational and short.

- Don't make the message sound like you are applying for a job.

- Don't use rhetorical questions.

- Don't ask the recipient for anything - including chatting and providing insights.

- Don't be overly enthusiastic while maintaining a friendly tone

- Please check the grammar and don't use any run on sentences or sentence fragments.

- The {{LinkedIn Post Summary}} is only to help you with writing the final message. DO NOT include it in the output.

- The output should be the final message and nothing else.

Can you search at the posts in

/posts

and find the most recent post based on the dates.

Calculate how long its been since that last post from today's date of January 4th, 2025.

Output the amount of time it has been since the last post in a factor of weeks or months based on the following : if the time has been greater than 8 weeks then output your response in months. If the time has been less than 8 weeks then output your response in weeks.

Only output a response in either weeks or months but not a combination. round up or down as needed

Only output the response without any explanation or reasoning

do not output any fractions or decimals in your response.

Email Template in Clay

Hi /first_name

/IntroductionLine

I did notice its been about /timesincelastpost a since your last post.

I recently launched a new service leveraging my experience and network here on LinkedIn. We help busy executives collect their thoughts and ideas and turn them into engaging posts to share with their network

I am trying to provide a cost effective solution to this pain point and I would love to get your feedback.

Can I send you over a sample post based on your LinkedIn Profile and Industry to give you an idea of the type of content we provide our clients.

Just reply with a "yes" or "interested" and I can send that over. No strings attached.