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Awareness Stage Scoring

This workflow aggregates signals from web visits, social, ads, and events into a single awareness score per account. It updates your CRM in real time and triggers outreach when accounts move from Aware to Interested to Evaluating.

OutcomeSales works accounts at the right time with context, not guesswork.

AdvancedTime to value: 3 to 4 weeks9 tools

How it flows

How it flows.

Source
Target account list
Source
Website visits
Source
LinkedIn ad data
Source
Social engagement
Source
Event attendance
Source
Community activity
Process
Signal aggregation
Store
Custom events
Process
Stage lists
Process
Stage assignment
Channel
Stage change webhook
Process
Summary builder
Agent
Awareness summary
Output
Timeline note
Channel
AE notification
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    Build it, step by step

    Build it, step by step.

    1. 01

      Define your five awareness stages

      Set clear thresholds for Identified, Aware, Interested, Evaluating, and Selecting. Identified is your target list with no engagement. Selecting is an open deal. The middle three are custom.

      • Identified: account is on your target list, no activity yet
      • Aware: lightweight signals like ad impressions or single site visit
      • Interested: multiple touches, reply, or content download
      • Evaluating: demo request, sales conversation, or trial sign-up
      • Selecting: opportunity created in CRM

    2. 02

      Map signals to each stage

      Decide which engagement types move an account from one stage to the next. Use frequency and recency as thresholds.

      • Aware: 3+ outbound opens in 30 days, 1+ deanonymized web visit, LinkedIn ad impressions under 5
      • Interested: positive outbound reply, 5+ LinkedIn ad clicks, event attendance, 2+ web sessions
      • Evaluating: demo requested, contact sales form, high-intent page visit (pricing, integrations)
      • Track both first-party (your site, email) and third-party (ads, social) signals
      • Avoid double-counting: use OR logic within a stage, not AND

    3. 03

      Build your target account list in Clay

      Pull accounts from Apollo or similar, qualify with Claygent, then push to HubSpot as company records.

      • Run broad filters in Apollo or AI Ark to create TAM map
      • Upload companies to Clay table
      • Use Claygent to qualify based on tech stack, headcount, or use case fit
      • Tier accounts (A/B/C) based on fit score
      • Create or update company objects in HubSpot with tier and status

    4. 04

      Collect signals in a single Clay workbook

      Set up integrations to pull engagement data from every channel into one place. Clay becomes your signal warehouse.

      • Website visits: Warmly or HubSpot tracking code
      • Social engagement: Trigify for LinkedIn likes, comments, shares
      • Ad exposure: Fibbler or ZenABM for account-level LinkedIn ad data
      • Community: Slack API or Skool for participation events
      • Events: Luma or Sequel.io for webinar and dinner attendance
      • Store each signal as a timestamped row, not aggregated yet

    5. 05

      Push signals to HubSpot as custom events

      Send each engagement type to HubSpot as a timeline event, not a property. This keeps the history intact and makes filtering easier.

      • Create custom event types in HubSpot for each signal (e.g. Website Visitor, LinkedIn Ad Click, Event Attendance)
      • Use Clay HTTP API or RudderStack to send events with timestamp and account ID
      • Create one property called Awareness Stage (single select: Identified, Aware, Interested, Evaluating, Selecting)
      • Exception: store CEO Connections and LinkedIn Ad Engagement as properties for quick reference

    6. 06

      Build HubSpot lists for each stage

      Create five active lists that segment accounts by awareness stage. Use OR logic within each list to capture all qualifying signals.

      • Aware list: Outbound Email Open ≥3 times in last 30 days OR Website Visitor ≥1 in last 30 days OR LinkedIn Ad Engagements <4 in last 30 days
      • Interested list: Positive Outbound Reply in last 60 days OR Event Attendance ≥1 in last 60 days OR High-Intent Page Visit in last 30 days
      • Evaluating list: Demo Requested in last 90 days OR Contact Sales Form submitted in last 90 days OR Trial Started in last 30 days
      • Selecting list: Opportunity stage is not Closed Lost or Closed Won
      • Identified list: not in any other list

    7. 07

      Auto-update awareness stage with a workflow

      A single HubSpot workflow checks list membership and writes the highest stage to the Awareness Stage property. It runs every time an account enters a new list.

      • Trigger: company has entered any of the five stage lists
      • Use branch logic to check membership from highest to lowest: Selecting, Evaluating, Interested, Aware, Identified
      • Set Awareness Stage property to the highest matching stage
      • Send webhook to Clay with company ID and new stage whenever it changes
      • This ensures the property always reflects the current maximum engagement level

    8. 08

      Generate stage-change summaries with Claude

      When an account moves stages, pull all recent signals from HubSpot and ask Claude to write a two-sentence summary explaining why. Push it back to HubSpot as a note.

      • Webhook from HubSpot hits Clay table with company ID and new stage
      • Clay looks up HubSpot properties (CEO Connections, Ad Engagement)
      • Clay calls HubSpot API to fetch all custom events for that account in the last 90 days
      • Pass events and properties to Claude with a prompt: 'Explain in two sentences why this account moved to [stage]'
      • Write Claude output as a timeline note in HubSpot
      • Tag the account owner in Slack if stage is Interested or higher

    The stack

    The stack.

    Related workflows

    Related workflows.

    Revenue WorkflowVisitor De-AnonymizationCaptures anonymous website traffic, unmasks company and contact data, scores fit, and triggers tiered outbound motion based on intent strength.
    Revenue WorkflowTarget Account Build and ScorePull closed deal data from your CRM, backtest to define your real ICP, build and score a broad TAM, then orchestrate outbound and signal tracking that pushes qualified accounts back into pipeline.
    Revenue WorkflowSignal ActivationThis workflow ingests intent signals from CRM, product, review sites, partner networks, technographic feeds, and social channels. It cleans, scores, and routes them into your CRM and activation tools so reps act on qualified opportunities fast.

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