A SaaS / marketing startup: CRM data cleanup, Clay ICP enrichment, Stripe/Airtable sync & outbound automation

In one line. 80x cleaned a marketing startup's ~180k-contact Attio, scored it for ICP fit in Clay, built a Stripe-to-Airtable revenue sync and a churn-recovery list, and stood up an outbound stack, for a company that had a CRM but no automation.

Client & context

A SaaS / marketing startup runs social and content marketing for enterprise clients. Its Attio held roughly 170,000-180,000 contacts built from the founder's newsletter and product signups, with deals and contacts but no automation. The priority sales motion is large group-seat contracts, alongside a self-serve product and a productized service offering.

The problem

A large, unstructured contact database and manual prospecting with no scoring, qualification or revenue reporting. The founder wanted enrichment, ICP scoring and an outbound system that targeted the right accounts rather than emailing everyone.

What we built

• A Clay ICP scoring system for two offers, the self-serve product and group-seat plans, run against the most active records.
• Enrichment that narrowed ~180k records to 20k with business emails and 2k showing real workspace activity (email communications or multiple list memberships), the highest-signal targets.
• A Stripe → Airtable revenue sync running daily on GitHub Actions.
• An involuntary-churn recovery list: 102 customers whose payments had failed (not true cancellations), with QA to strip out still-active subscribers.
• A 15-minute Airtable → Clay webhook sync feeding scored people and email lists for sequencing.
• A Linear project-management setup, and an outbound plan: Instantly.ai, a fixed sending domain (DMARC), and a sentiment-based autoresponder.

How we did it

Work started from a free technical audit (NDA + DPA, read-only access) and ran on twice-weekly standups. Scoring was tuned iteratively and filtered upfront to B2B-SaaS companies to focus on the highest-value accounts. The approach favored bespoke campaigns for high-value accounts over mass outreach.

Outcome

~180k records were processed down to 20k business emails and 2k high-activity targets; the 102-customer involuntary-churn list was recovered and QA'd; and the Stripe-to-Airtable revenue sync went live, running daily on GitHub Actions.

Takeaway: A 180k-contact CRM with no automation became a scored, enriched target list, a daily revenue sync and a recovered churn list, with an outbound stack scoped to follow.