A look inside the account-research engine we run on Clay
We'll cover what Clay is and where it fits for a partner business, show you the research we run across real accounts, then get into how we drive list building from Claude's command line.
A small session for Microsoft resellers and technology companies who still research accounts by hand, and don't have a costly CRM that does it for them.
This is a deliberately small session, capped at 10 seats, so there's room for everyone to ask questions and for us to go deeper wherever the group wants to.
What we'll cover
This is a look at how we actually run it, rather than a build-along workshop. We're not selling you the platform.
What Clay is, in plain terms
The job the platform does, where it sits relative to a CRM, and the kind of work it takes off a team's plate. No jargon and no vendor demo.
How we use it on live programs
A high-level look at the research we run across accounts: domain, headcount, revenue, technology stack and the right contacts, on every row of a list.
The command line behind it
How we drive list building from Claude Desktop and the Claude CLI. This part is advanced, and we'll flag it clearly rather than pretend otherwise.
The first half is for everyone. The command-line portion at the end is genuinely advanced, and we'll say so before we get there, so nobody feels lost.
A quick run, start to finish
Real footage from the last session: company names enriched into full profiles, then a target list built around the products those companies actually run.
Every account begins as nothing more than a name on a list, and turning that name into something a rep can act on still costs a dozen browser tabs and most of an afternoon. That is the work we handed over to agents.
AI helps a sales team when it stops being a conversation
Chatting back and forth with an AI is great for a one-off answer. It's the wrong shape for a sales motion. Outreach runs on lists, and a list needs the same research done to every row, the same way, every time. That is a program, not a chat.
You don't need an expensive CRM with an enrichment suite bolted on to get there. Most partners we work with don't have one, and don't want the bill either. Understanding what the alternative looks like is the point of this session.
What changed for us this year is how the work splits between the two halves. Claude is where we think through the target and assemble the list, including the awkward research that never fit a template. Clay is where that list gets worked at volume, the same way on every row.
The market is moving in the same direction. Clay raised a $115M Series D at a $7.1B valuation this month and now counts more than 17,000 teams as customers, Anthropic among them. We're not here to sell you either tool, only to show you what we run on top of them.
Researching one account by hand. Twenty-three tabs.
What we'll cover, live
- What Clay is, and the problem it solves for partner marketing
- Where it fits alongside the tools you already pay for, and where it doesn't
- How we use it across the outbound programs we run today
- Researching companies at scale: domains, headcount, revenue, technology stack and the right contacts
- Building lists around the technology a company is already running
- The advanced part: driving list building from Claude Desktop and the Claude CLI
What you'll take away
Enough to judge whether any of this belongs in your business.
A clear picture of what Clay does
Enough understanding to decide whether the platform is worth your time, without sitting through a vendor pitch to get there.
What research at scale actually looks like
The kind of profile we build on every account, and what changes for a rep who opens a list that has already been researched.
Where the command line comes in
How we drive the build from Claude's CLI, and the point at which that stops being worth the effort for most teams.
The results we deliver
Figures from the outbound programs we run for technology partners and their channels.
A live look at one of our partner program dashboards.
Peter Sabapathy
Peter spent 15+ years inside the Microsoft ecosystem, leading Azure and Microsoft 365 rollouts and helping ISVs grow from zero to seven figures. Bane Consulting runs the outbound and demand-gen programs behind technology partners across North America.
See what an account-research engine actually looks like
Thursday, October 8 · 12:00 PM ET · 30 minutes on Teams. Only 10 seats, for Microsoft resellers and technology companies. If you can't make it live, register anyway and we'll send you the recording.