Clay Templates for Sales Signals From Linkedin and X (Twitter)

Why Pipe Sales Signals Into Clay?

A signal you read tomorrow is trivia. A signal your workflow acts on within minutes is pipeline. Clay is where growth and sales ops teams already enrich leads, run AI prompts, and push rows to CRMs and sequencers. MultiFollow is the missing input: a real-time feed of what the accounts you care about are posting, commenting, and liking on Linkedin and X (Twitter).

You connect the two with a single webhook. No Zapier tax, no middleware, no polling. Every signal becomes a new row in your Clay table, within seconds of the activity happening.

What MultiFollow Sends to Clay

Every time a tracked account posts, comments, or likes, MultiFollow sends a JSON encoded POST HTTP request to your Clay webhook. Here is an example:

{
    "platform": "linkedin",
    "profile_url": "https://www.linkedin.com/in/erikatrautman/",
    "datetime": "19 Jan 25 05:52 UTC",
    "link": "https://www.linkedin.com/posts/erikatrautman_vice-president-strategy-and-business-operations-activity-7272270503808000000-OxBb",
    "activity_type": "post",
    "content": "I've got two more great leadership positions I'm filling! I am so inspired by the vision and the culture here at Sprout. So come join me to transform how companies leverage social media to connect with their customers."
}

Six fields, each one useful in a Clay workflow:

• platform: the network where the activity happened, linkedin or twitter.
• profile_url: the tracked account that produced the signal. Use it to match the row to a person or company in your CRM.
• datetime: when the activity was detected.
• link: a direct URL to the post or comment, ready to hand to a rep.
• activity_type: post, comment, or like. Branch your workflow on it.
• content: the full text of the post or comment, never truncated (empty for likes). This is what you feed to your AI columns.

Connect MultiFollow to Clay in 4 Steps

Set up your webhook URL in your dashboard

• 1. In Clay, create a new table and choose "Import data from Webhook" as the source. Clay gives you a unique webhook URL. Copy it.
• 2. In your MultiFollow dashboard, open the webhook settings and paste the Clay URL.
• 3. Add the accounts you want to track, one by one or in bulk with a CSV. Optionally add keyword filters so only relevant posts and comments make it through.
• 4. Send a test webhook from the MultiFollow dashboard and map the six fields to columns in Clay. Done: every new signal now lands in your table within seconds.

API webhooks are included in the Business plan and above.

Set Up Your Signal Feed

Template 1: Prospect Posted, Personalized Outreach

This is the workhorse of signal-based selling. Track your prospects and champions, and every time one of them posts or comments, Clay turns the signal into a ready-to-send message that references what they just said.

How the template works

• 1. MultiFollow pushes each new post or comment from your tracked prospects into the Clay table.
• 2. Clay enriches the poster from profile_url: work email, title, company, using your favorite waterfall.
• 3. An AI column reads the content field and drafts two things: a thoughtful comment you could leave on the post, and an email or DM opener that references it.
• 4. A final step routes the draft: push it to your sequencer (Instantly, Smartlead, lemlist), create a task in HubSpot or Salesforce, or post it to a Slack channel for the rep to review and send.

Filter on activity_type equals post if you only want original content, or include comments to catch prospects while they are active in other people's threads.

Template 2: Competitor Move, Instant Battlecard Alert

Track your competitors' company pages and their executives' profiles. Add keyword filters in MultiFollow for terms like launch, pricing, partnership, or funding, so only meaningful moves reach Clay.

How the template works

• 1. A competitor announcement lands in the Clay table with its full text in the content field.
• 2. An AI column classifies the move (product launch, pricing change, partnership, hiring) and summarizes it in two sentences.
• 3. A CRM lookup finds your open opportunities that compete against that vendor.
• 4. Clay posts an alert to Slack that tags the deal owners and includes the summary, the link to the original post, and suggested talking points.

Your team hears about competitor moves from your own pipeline alerts, not from a prospect quoting the announcement back to them a week later.

Template 3: Keyword Buying Signals, Scored Lead List

Track a wide list of executives at your target accounts, and set MultiFollow keyword filters for phrases that mean intent in your market: a competitor name, "looking for", "recommendations", "hiring", "RFP", or the category you sell in.

How the template works

• 1. Only posts and comments matching your keywords arrive in the Clay table, already pre-filtered at the source.
• 2. An AI column scores each signal from 1 to 10 for buying intent, based on the content field and your product description.
• 3. Rows scoring high get enriched (email, title, company data) and appended to your outreach table or pushed to your CRM as a task with the signal attached.
• 4. Low scores stay in the table as account context your reps can check before any call.

The result is a self-refreshing list of warm leads, ranked by how loudly they are signaling, with the evidence attached to every row.

Get the Templates

We are publishing these templates in the Clay template library. Want the claim links, or help wiring your first signal into Clay? Email us and we will set you up, usually the same day.

Start Tracking Accounts Email Us for the Templates