Customer Alumni Sourcing

This workflow pulls employees who left your top customer accounts, enriches their new companies, scores them for ICP fit, and routes qualified leads into the right outreach motion.

OutcomeConverts customer proof into qualified pipeline by targeting alumni who already know your value.

OperationalTime to value: 2 to 3 weeks5 tools

How it flows

How it flows.

Source

Closed-Won Accounts

Process

Find Past Employees

Process

Enrich New Companies

Agent

Score & Assign Tier

Output

Tier 1: Human Outreach

Channel

Tier 2: Auto Email

Channel

Tier 2: Auto LinkedIn

Channel

Tier 3: Nurture Only

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Build it, step by step

Build it, step by step.

01
Export your best customer accounts
Build a seed list of high-value customers whose employees are likely to evangelize. Focus on accounts with high ACV or published case studies.
- Pull all closed-won accounts above a defined ACV threshold or with published case studies
- Create an active list in HubSpot with company name, domain, ARR, vertical, and use case
- Export this seed list and push it into Clay for alumni discovery
02
Find people who left those companies
Use Clay's people search with past employment filters to identify everyone who used to work at your customer accounts but has since moved on.
- Run Clay people search with 'Include Past Companies' enabled
- Filter for people whose past employer matches your seed list
- Exclude anyone still employed there (current employees only)
- Filter by relevant titles: RevOps, GTM, Product, Data, Leadership, or buyer personas
- Capture their new company, new role, seniority, job-change date, and LinkedIn URL
03
Enrich and qualify their new employers
Pull firmographics and tech stack for each alumni's current company. Filter to keep only those that match your ICP.
- Enrich new companies in Clay: industry, size, revenue, funding stage, tech stack
- Compare enriched data to your ICP definition (Tier 1 to Tier 3 model)
- Keep only high-fit companies (Tier 1 or 2)
- Remove non-ICP or mismatched accounts from the list
04
Score accounts and assign tiers
Assign point values for geo, headcount, industry, funding, and tech stack. Total the score to determine tier and routing.
- Geo: UK +5, EU +3, US 0
- Headcount: 50 to 500 +5, 500 to 2000 +3, else 0
- Industry: ICP vertical +5, adjacent +2, non-ICP 0
- Funding: Series A to C +4, Seed +1, late stage +2
- Tech stack: complementary +3, competitor -3
- Tier 1: 12+ points, Tier 2: 6 to 11 points, Tier 3: 0 to 5 points
- Use ChatGPT or Clay formulas to calculate total score and assign tier
05
Route contacts by tier into outreach
Send Tier 1 to human reps, Tier 2 to automated multichannel, and Tier 3 to nurture-only email. HubSpot syncs contacts into the correct cadence.
- Tier 1: Create a task in HubSpot for human-led LinkedIn and email outreach
- Tier 2: Push to Instantly (email) and HeyReach (LinkedIn) for automated multichannel sequences
- Tier 3: Enroll in a low-touch nurture drip (email only)
- Use HubSpot workflows to auto-sync contacts into the appropriate cadence based on tier