He builds the best inbound-led outbound playbooks using Clay to generate a constant flow of pipeline

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Show Notes

Nathan Van de Ridder, a Paris-based GTM engineer and Clay specialist, walks through the three core playbooks every GTM engineer should master: outbound, inbound-led outbound, and CRM enrichment. Nathan shares how he went all-in on Clay after discovering its power during his growth role at a French startup, earning multiple Clay certifications along the way. He demonstrates a live Clay table showing how to build automated inbound-led outbound systems — capturing website visitors, LinkedIn ad clickers, and other intent signals, then routing them through enrichment and qualification workflows before pushing them into sequencers like Lemlist or Instantly. The conversation covers ICP qualification, how to structure enrichment beyond just emails and phone numbers (including bios, school history, and LinkedIn backgrounds), and how to avoid dumping noisy data into your CRM. Nathan also discusses the balance between strategic and tactical work in the GTM engineer role.

Key Takeaways

• Inbound-led outbound combines engagement signals with automated outreach
• Clay tables enable scalable ICP qualification flows
• CRM enrichment should run on autopilot not manual effort
• Real Clay implementations beat theoretical GTM playbooks

Guest

Nathan Van de Ridder — GTM Engineer

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