Your webinar platform gives you a name and an email address. That is not enough information to prioritize follow-up. Clay gives you everything else: seniority, company size, funding status, intent signals, and recent news — so your sales team reaches the right people first, not everyone in alphabetical order.
Here is exactly how to build the post-event enrichment workflow in Clay.
Why Raw Attendee Data Is Not Enough
After a B2B webinar, most teams look at the attendee export and see: first name, last name, email, time joined, time left. Maybe job title if you collected it on registration.
That is not a follow-up prioritization system. It is a list.
To prioritize effectively, you need to know: Is this a decision maker or an individual contributor? Is their company the right size and in the right vertical? Did something happen at their company recently that creates urgency? Did they show buying signals during the event?
Clay enriches the answer to all four questions automatically.
The 5 Enrichment Fields That Matter Most for Post-Event Follow-Up
| Enrichment Field | Why It Matters |
|---|---|
| Seniority and title verification | Confirm whether this is a buyer or an influencer |
| Company size and funding stage | Is this account within your ICP range? |
| Recent company news | Funding, layoffs, leadership changes create urgency |
| Current tech stack | Are they using competing or complementary tools? |
| Intent signals via Signals | Is the company actively researching your category? |
These five fields, combined with engagement data from the event (Q&A participation, time in session), give you everything you need to tier your follow-up.
Step-by-Step Post-Event Clay Enrichment Workflow
Step 1: Export and import Export your attendee list from your webinar platform. Import it into Clay as a new table. Include name, email, time joined, time left, and any Q&A participation data.
Step 2: Run Claygent enrichment Set up Claygent to run on each row. Configure it to pull: LinkedIn profile URL and title, company name and size, funding stage and last funding date, and three recent news items about the company.
Step 3: Add Signals Enable Clay Signals on the table to surface: job change alerts (did this person recently start their role?), intent topic matches (is their company researching your category?), and hiring signals (is the company growing the relevant department?).
Step 4: Add engagement score column Build a formula column that combines: session duration score (stayed for 80%+ of the session = high), Q&A participation (submitted a question = high), poll response (engaged with polls = medium), and download/click activity = medium.
Step 5: Calculate total priority score Add a priority score column: seniority (C-level/VP = 3, Director = 2, Manager/IC = 1) + company fit (perfect ICP = 3, partial fit = 2, outside ICP = 1) + signals (active trigger = 3, no trigger = 0) + engagement score (high = 2, medium = 1, low = 0).
Total score of 8+ = Tier 1 (reach out within 2 hours). 5-7 = Tier 2 (reach out within 24 hours). Below 5 = Tier 3 (sequence nurture).
Step 6: Push to Apollo by tier Use Clay's Apollo integration to push contacts into the appropriate follow-up sequence by tier. Tier 1 gets your fastest, most personalized outreach. Tier 3 goes into a standard post-event email nurture.
The Results When You Use This Workflow
LinkedOtter follows up with event attendees within 24-48 hours using signal-based prioritization. Clients take the meetings; we identify who is worth meeting and when.
The result: 43 qualified meetings in 60 days from event-led outbound campaigns — because the follow-up reaches the right people at the right moment, not everyone at once.
Summary
- Raw webinar attendee data (name, email) is not sufficient for effective follow-up prioritization
- The 5 enrichment fields that matter most: seniority, company size/stage, recent news, tech stack, intent signals
- Clay Claygent plus Signals builds this enrichment automatically post-event
- Priority scoring combines company fit, seniority, signals, and engagement data
- Push by tier into Apollo sequences for fastest time-to-meeting