Udemy

Problem

Remote's customer advocacy program was stalled by a rigid, underdelivering platform. After 18 months with Base.ai, critical features were still missing, roadmap promises fell flat, and teams were stuck in inefficient, manual workflows.

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Result

Remote switched to Orca to bring speed, flexibility, and global team alignment. With Orca, they launched scalable advocacy workflows in weeks and enabled:

• Over 50% reduction in time spent managing reference calls
• Seamless collaboration via Slack for distributed teams
• Increased ROl from references in high-value deals

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More to the story

Anthropic has a lean go-to-market team tasked with handling a stunningly high volume of inbound interest. When we first met the team, the inbound interest form was just a few weeks old—but already generating a massive flood of leads, combined with signups from Amazon Bedrock, Google Vertex AI, and their own API. As happy customers of Anthropic, we were excited to help Adam Wall, Anthropic’s first Head of Sales Operations, build the fast-growing company’s data enrichment and scoring pipeline from scratch with Clay, eliminating their need for external enrichment vendors and manual work.

Impact TLDR:

• 3x’d data enrichment coverage on contact information, firmographics, and more
• Improved lead scoring with custom fields (generated by Claude in Clay)
• Saved 4 hours a week by automating all SFDC opportunity upserts
• Saved countless hours a week automating all inbound lead enrichment and scoring
• Consolidated vendors and canceled top data provider contract

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A small GTM team with a massive flood of leads

With a small team, Anthropic's sales team needed to be focused around inbound leads. It was important to identify and reach out to them quickly to capitalize on open opportunities.

Organizations faced with this issue usually do one of two things: (A) give up and ignore their inbound leads, or (B) hire massive teams of people to spend hours of manual labor sifting through and researching lead lists. With the appetite to grow and a team of just a handful of AEs, neither was an option for Anthropic.

Before Clay, one person on Anthropic’s team ran a very manual process to qualify and route leads across the startup sales representatives, loading companies into Salesforce by hand. The team was running leads through a major industry standard data provider, but were experiencing data gaps and struggled with manual deduplication.

Adam implemented Clay to intelligently automate all lead enrichment and scoring—saving his sales team’s time for the highest leverage activity: directly working with interested prospects.

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Auto-enrich all inbound leads

Adam used Clay to auto-enrich all of Anthropic’s inbound leads with data points like emails or phone numbers, company domain, size, funding round, and more. He pushed fully-enriched records into Salesforce, where the data became part of the organization’s scorable sales pipeline. “Even if we enriched every lead, we wouldn’t have bandwidth to handle everyone,” said Adam. “So scoring became super important.”

“Clay made it really easy to experiment with different data enrichment vendors in one place,” Adam said. “We've had a 3x better match rate by using a combination of providers through Clay than we had with just our single provider before.” Anthropic was able to consolidate vendors, accessing 100+ other data providers with Clay credits.

Adam has also used Clay to clean multiple types of data, standardizing firmographic and contact information before piping in into Salesforce. That includes turning revenue ranges into integer values, setting specific formatting for company names, etc, using formulas and even AI.

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Build unique customer segmentation with custom industry categories

Each business has unique offerings that warrant unique targeting and segmentation. Unfortunately, most companies are stuck using out-of-the-box filters on industry data. Industry categories are notoriously unreliable. Categories are often also too broad to be meaningful—you might find both Anthropic and Ulta Beauty grouped under the label of “technology companies.” Different providers also use different terminologies, like “IT,” “Software technology,” or “Internet technology.”

To narrow down on their actual ICP, Anthropic uses Claude in Clay to categorize their prospects’ industries as 1 of dozens they have on their custom defined list.

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Since day one of our partnership with Orca, they have stepped in as a consultative partner to us. They understand our goals, our challenges, and not just where we want to be in a month but where we want to be in a year plus.

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