GTM Plays + Clay integration

The GTM Plays Clay integration posts your LinkedIn leads to a Clay table through the table's webhook source, so each lead can become a row ready to enrich. Every lead arrives with its profile, company, buying signal, fit score and stage. You choose which events to send: new leads, lead updates, replies or all three.

What the integration does

Clay describes itself as infrastructure to get any data, run agentic workflows and launch GTM plays (clay.com, checked October 2026). GTM Plays finds people on LinkedIn who show buying signals and scores their fit. Sending them to Clay lets you run your own enrichment, research and routing on top. See every connection on integrations, and if you are weighing the two tools, read our Clay alternative guide.

What syncs

Data flows one way, from GTM Plays to Clay. GTM Plays posts a JSON array with one object per lead, up to 100 leads per request, so each lead can land as its own row. Each object holds:

Field	What it holds
event, sent_at	The event name and when it was sent
id, agent_id	The contact and the agent that found it
full_name, job_title, headline, location	Who the person is
linkedin_url, email, phone	How to reach them (email and phone when found)
company	name, website, industry, size
signal	The buying signal: label, detail, url
other_signals	Any further signals, with when they were detected
score, score_reasons	The GTM Plays fit score and why
stage, outreach_step, list	Where the lead is in your process
last_reply	The latest reply text and its time, if any
created_at, updated_at	Timestamps

Nested fields such as company and signal arrive as objects; in Clay you can map their parts (for example company.website) to columns.

Choose what to send

When you connect, you tick the events this connection receives. You can pick any mix:

Event	Label in settings	When it fires
contact.created	New leads	An agent finds someone new, or you import contacts into an agent
contact.updated	Lead updates	Approvals, outreach steps, enriched emails and stage changes, or when you use Send to… on a contact
contact.replied	Replies	A lead answers your LinkedIn message

Deliveries run in the background after the action that caused them, never follow redirects, and time out after 8 seconds. The card in Settings → Integrations shows the time, status and any error of the last delivery.

How to set it up

1. Create a webhook source in Clay. In a workbook, click + Add, search for Webhooks and choose Monitor webhook, then copy the URL (Clay docs). GTM Plays' in-app help describes the same step as a table → Add source → Webhook.
2. Skip the optional auth token. Clay lets you add an authentication token header to a webhook. GTM Plays does not send that header, so leave the token off for this source.
3. Open GTM Plays. Go to Settings → Integrations → Clay and paste the URL. Only clay.com addresses are accepted.
4. Tick the events to send.
5. Save and press Send test. A sample contact named "Test Contact (GTM Plays)" with the email test@example.com is posted, so you can map columns before real leads arrive. Delete that row afterwards.

Use cases

• Waterfall enrichment. Run your preferred email, phone or firmographic providers on GTM Plays leads in Clay.
• Research before outreach. Use Clay to add account research, then send the enriched rows on to your CRM or sequencer.
• Score blending. Combine the GTM Plays score and score_reasons with your own scoring columns. See lead scoring.
• Reply routing. Send Replies to a separate table to trigger follow-up workflows from Clay.
• Live Leads files. Live Leads orders can also be downloaded in a Clay import format, separate from this integration.

Good to know

• Clay states that a webhook source accepts up to 50,000 submissions over its lifetime, even if rows are deleted, and that you need a new webhook after that on most plans (Clay docs, checked October 2026). Plan a fresh table for high-volume agents.
• Check that your Clay plan includes webhook sources before you connect.
• The same contact can arrive more than once, for example as a new lead and later as an update. Use the id field to deduplicate in Clay.
• GTM Plays does not book meetings by itself; it finds, scores and messages leads on LinkedIn.

Troubleshooting

• "Use the webhook URL from your Clay table source". The URL must be on clay.com.
• "Responded 401" or "Responded 403". The source probably has an auth token turned on. Create a source without one.
• "Timed out after 8 seconds" or "Could not connect". Clay did not answer in time. Failed deliveries are not resent automatically, so use Send to… on a contact to send it again.

Plans and next steps

Clay is included in Pro at $149 a month. Start a 7-day free trial, create a webhook table and send a test.