Exploring Effective Use Cases for Clay in B2B CIAM

Angie C. · 2025-10-21T12:50:03.411Z

Hi all! I'm in B2b in the CIAM (identity management on enterprise and mid--market scale) and I've been using Clay for a few weeks. I'm looking for insight into what others are using Clay for, outside of more standard enrichments, identifying contacts, monitoring job postings, etc. What are your favorite and/or most effective Clay use cases today? TIA!

Exploring Effective Use Cases for Clay in B2B CIAM | Clay

3 comments

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Vincent C.
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Hey Angie C. welcome to the Clay community. With Clay you can do tons of stuff, your creativity is the only limiting elements to be honest. With our clients we use it for:
ABM execution end-to-end (from aligning with marketing campaigns, finding signals, coring/enriching, tiering accounts and personas by level of intents, crafting hyper personalised engagements through multi touch channels all the way to personalised invitations or even personalised landing pages) with a mix of fully AI powered worklfows and human touches when and where necessary
upsell/cross-sale into existing accounts so the entire heavy lifting is done for the AEs who can focus on just high value activities (this can include product information brough into Clay etc...)
CSM plays so that auto-enrichment of existing accounts and tracking of people moving across roles or into new companies to keep warmly engaged with champions is great
Full CRM rev-ops cleaning to improve overall data quality, data accuracy having immediate impact on overall marketing campaigns and sales outreach
and more...
Kabeer A.
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Hey Angle, welcome! Beyond the usual enrichments, a few creative Clay use cases I’ve seen work really well are: • Signal-based prospecting (e.g. tracking companies hiring for “identity” or “security” roles) • Competitive monitoring pulling updates from G2, news, and funding data • Account research automation Claygent summarizing company activity or tech changes • Intent workflows combining job postings + tech stack shifts + news mentions to surface high-probability accounts Happy to share a few CIAM-specific examples if you’d like.
Angie C.
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Hey Kabeer A. this is super helpful. We are doing essentially the first 2 today, working on building out the prospecting research aspect, but I'd LOVE to hear more about the workflows and signal stacking. Anything CIAM is excellent to know. 🙂