Clay Signals is the intent data layer inside Clay that continuously detects behavioral triggers, job changes, and company-level signals — and automatically triggers workflow actions based on what it finds. For B2B teams running webinar-based demand gen, Signals is the fastest way to score registrants before follow-up and surface the leads most likely to convert.
What Clay Signals Detects
Clay Signals monitors and surfaces three categories of signals across your contact and account lists:
Behavioral signals: Job change alerts, funding announcements at target accounts, technology stack changes, hiring spikes in relevant departments (security, DevOps, engineering).
Intent signals: Topic-level intent data, content consumption signals from third-party providers, LinkedIn post activity on relevant topics.
Event signals: Webinar registration combined with enrichment data, form fill and engagement history, CRM interaction history via integrations.
The key difference from static intent data: Signals updates continuously and triggers workflows automatically when a threshold is met — no manual list review required.
The Event Registrant Scoring Workflow
Step 1: Import your registrant list Pull your registrant export from your webinar platform (Zoom, ON24, Demio) into Clay.
Step 2: Enrich with Claygent Run Claygent AI agent on each contact to pull current role, seniority, and tenure; company funding stage and size; recent news about the account; and LinkedIn activity in the last 30 days.
Step 3: Apply Signals scoring Flag contacts who match: decision-maker title (CISO, VP, Director), company size within ICP range, a recent trigger event (new role, funding, tech stack change), and live event engagement (Q&A, polls, chat).
Step 4: Build a priority tier
| Tier | Criteria | Follow-up timing |
|---|---|---|
| Tier 1 | Decision-maker + company trigger + live engagement | Within 2 hours |
| Tier 2 | Decision-maker OR trigger event | Within 24 hours |
| Tier 3 | Attended but no signals | Sequence follow-up (3-5 days) |
Step 5: Push to Apollo sequences Route Tier 1 to your fastest follow-up sequence (LinkedIn + phone + email). Tier 2 to a 3-day sequence. Tier 3 to a standard nurture.
Why Speed to Follow-Up Matters
Registrants who attended live and engaged with Q&A are at peak intent in the 2-24 hours after the event. The Signals workflow ensures your sales team is reaching out to the right people at the right moment, not working through a raw registrant list alphabetically.
LinkedIn data shows that responding to engaged leads within 5 minutes versus 30 minutes produces 100x higher conversion rates. For webinar follow-up, the window is longer — but the principle holds.
What LinkedOtter Does After Events
At LinkedOtter, we follow up with the hottest attendees within 24-48 hours based on engagement signals — Q&A participation, session duration, and content downloads. Clients take the meetings; we identify who to meet with and when.
The Clay Signals workflow is how you scale this approach. Instead of manually reviewing a 300-person registrant list, Clay surfaces the 15-20 people who are genuinely ready for a conversation.
LinkedOtter generates 43 qualified meetings in 60 days for clients using this exact follow-up discipline — fast, signal-based, tier-prioritized.
Summary
- Clay Signals is a continuous intent data layer detecting job changes, funding, and behavioral triggers
- Use it to score webinar registrants and route leads to the right follow-up tier
- Tier 1 (reach within 2 hours): decision-maker plus trigger plus live engagement
- Speed of follow-up is a major conversion lever — Signals automates the prioritization
- LinkedOtter books 43 qualified meetings in 60 days using signal-based event follow-up