Regency Supply, a commercial lighting and electrical distributor serving thousands of businesses and local contractors, found themselves spending too much time on manual tasks: verifying new e-commerce registrations, building lists of local electrical contractors, and enriching contact data.
When faced with the goal of expanding in local markets, their existing tools, like ZoomInfo and Apollo, weren’t effective at finding local electrical contractors. Regency’s sales team spent hours manually finding and verifying target contacts, with no way to enrich information within their existing workflows. They also struggled to verify, qualify, and route inbound leads, with no way to tell if sign-ups were within their target market.
That’s when they discovered Clay.
What started as a search for better data evolved into a way to automate list building, inbound lead qualification, and reach hard-to-find contractors with no manual research, freeing up the sales team to focus on closing deals.
"Clay simplifies how we experiment with new ideas and automate processes," says Andrew. "Whether testing AI workflows or building contact lists, Clay is consistently a foundational tool we turn to."
Impact TL;DR:
- Sourced hard-to-find local electrical contractors that previous data providers couldn’t
- Eliminated hours of manual research by automating checks for business legitimacy and valid business information
- Built a HubSpot-Clay integration that lets reps enrich leads with LinkedIn profiles, firmographics, and job changes—without leaving HubSpot.
Use case #1: Targeting hard-to-find electrical contractors
Since many local electrical contractors aren’t active on LinkedIn, traditional B2B enrichment sources like ZoomInfo and Apollo lacked the ability to reliably verify and enrich contact information. With Clay’s native Google Maps integration, that didn’t matter.
Local electrical contractors actively maintain their Google business listing phone numbers so they can receive service calls. Without up-to-date listings, customers literally can’t schedule services. Knowing this, Regency used Clay’s native Google Maps integration to find contractors and their contact information in specific geographic regions.
The result? Significantly more accurate contact data than any previous data provider.
How it works:
- Clay's Google Maps integration identifies contractors in target regions
- Clay pulls verified phone numbers from actively maintained listings
- Sales reps reach out by phone, aligning with how contractors prefer to communicate
"Contractors maintain accurate Google Maps listings because they need service calls," says Andrew. "This insight helped us build contact lists with much higher accuracy than traditional B2B data providers offered. We never would have been able to do that in Zoominfo.”
Use case #2: Automating e-commerce qualification
Before Clay, Regency struggled to verify, qualify, and route registrations through their wholesale e-commerce shop. They had no way to tell if sign-ups were legitimate businesses within their target market.
Their only option? To manually verify registrations, one by one, which created bottlenecks in the sales process.
Today, Regency uses Clay to automate the entire qualification process, allowing their team to focus on selling, not researching.
How it works:
- A webhook captures registration emails automatically
- Clay’s AI finds and verifies company details across multiple sources
- The system applies Regency’s custom criteria to qualify leads:
- Residential vs commercial status
- Address validation against company records
- Business operations status
- Company type and size
- Qualified leads are routed to the appropriate sales reps
"We automated our entire morning qualification routine. This process was previously 100% manual and totaled hours of work each month," explains Thomas. "Now our team focuses on higher-value tasks instead of manual research."
Use case #3: Data parsing in HubSpot
Small details make a big difference in outbound sales. But HubSpot’s default setup lacked flexible name parsing, making personalized outbound emails feel too robotic.
While you can manually type a contact owner's first name in emails in HubSpot, you cannot dynamically reference a contact owner’s first name in templates using a HubSpot token like {{Contact Owner First Name}}.
So Regency created a Clay workflow that parses contact owner’s full names into components, then feeds them back into a custom HubSpot field where reps can use them in emails. For example, now Regency can easily reference an automated placeholder for a sales rep’s first name without manually adding it every time.
This simple but effective hack unlocked new personalization options without changing their core CRM setup.
How it works:
- Clay extracts and parses contact owner’s name into first and last
- It then populates first names in a custom field in HubSpot
- Sales reps can now use parsed fields in personalized emails
"Sometimes the smallest automation makes the biggest impact," says Andrew. "What started as a simple name parsing solution now powers more natural, personalized communications across our entire sales organization.”
Use case #4: Self-serve enrichment inside HubSpot
Regency's sales team needed enriched contact data, but Andrew wanted to make it work within their existing workflow, as if it were a native feature inside HubSpot.
So he built a custom Clay-HubSpot integration (much like Clay’s native integration with Salesforce) that gives reps on-demand enrichment without additional logins or platform switching.
How it works:
- Sales reps click on “Enrich now” in HubSpot
- If a contact meets predefined criteria, a webhook sends them to Clay
- Clay enriches contacts with LinkedIn profiles, firmographics, and more
- The updated data is pushed back into HubSpot automatically
- An automated summary notifies the rep when enrichment is complete
"Our integration democratizes data enrichment while maintaining quality control," Andrew explains. "Reps get the data they need without requiring direct Clay access, and our automated job change monitoring helps them stay on top of customer movements."
Use case #5: Automating job change tracking
Job changes can be a strong buying signal, often indicating a need for new solutions or vendors. However, tracking these changes manually was time-consuming and prone to errors.
The fix? Regency built a Clay-powered workflow that tracks over 5,000 contacts, automatically updates records when one of them changes roles, and alerts sales reps in real time. This system focuses specifically on procurement, construction, and facilities contacts—all roles crucial to Regency’s bottom line.
How it works:
- Clay monitors a curated list of 5,000+ contacts
- Contacts are filtered by LinkedIn presence and job title relevance
- When a job change is detected, Clay automatically updates HubSpot:
- New role and company details
- A time-stamped note for sales visibility
- A direct link to the updated contact
- An email alert to the assigned rep
"The system monitors exactly who we need to track," explains Andrew. "We focus on specific teams and roles and only track contacts where we have complete data like job titles and LinkedIn profiles. This keeps our monitoring efficient and relevant."
Clay’s impact on Regency Supply’s sales and marketing teams
Clay didn’t just save time—it changed how Regency Supply operates. By automating workflows, improving data accuracy, and streamlining outreach, they made it easier for Regency to find, qualify, and engage customers:
- Finding hard-to-reach electrical contractors: Traditional data providers failed, but Clay’s Google Maps integration delivered accurate, verified contact data, making phone outreach far more effective.
- Automating e-commerce qualification: What was once a manual, time-consuming process is now fully automated, instantly verifying and routing leads so sales reps can focus on selling.
- Personalizing outbound emails in HubSpot: A simple name-parsing automation gave reps better personalization options without changing their CRM setup.
- Self-serve enrichment inside HubSpot: Sales reps now enrich contacts on demand without switching platforms, keeping workflows seamless and data accurate.
- Automating job change tracking: Clay now monitors over 5,000 key contacts, automatically updating records and alerting reps when a key prospect changes roles.
"Clay excels at powering creative experiments," Andrew concludes. "For our technical teams, it offers spreadsheet familiarity with powerful integration capabilities. For our AI initiatives, it enables bulk processing without coding. This flexibility helps us adapt quickly as our market evolves."
Regency Supply, a commercial lighting and electrical distributor serving thousands of businesses and local contractors, found themselves spending too much time on manual tasks: verifying new e-commerce registrations, building lists of local electrical contractors, and enriching contact data.
When faced with the goal of expanding in local markets, their existing tools, like ZoomInfo and Apollo, weren’t effective at finding local electrical contractors. Regency’s sales team spent hours manually finding and verifying target contacts, with no way to enrich information within their existing workflows. They also struggled to verify, qualify, and route inbound leads, with no way to tell if sign-ups were within their target market.
That’s when they discovered Clay.
What started as a search for better data evolved into a way to automate list building, inbound lead qualification, and reach hard-to-find contractors with no manual research, freeing up the sales team to focus on closing deals.
"Clay simplifies how we experiment with new ideas and automate processes," says Andrew. "Whether testing AI workflows or building contact lists, Clay is consistently a foundational tool we turn to."
Impact TL;DR:
- Sourced hard-to-find local electrical contractors that previous data providers couldn’t
- Eliminated hours of manual research by automating checks for business legitimacy and valid business information
- Built a HubSpot-Clay integration that lets reps enrich leads with LinkedIn profiles, firmographics, and job changes—without leaving HubSpot.
Use case #1: Targeting hard-to-find electrical contractors
Since many local electrical contractors aren’t active on LinkedIn, traditional B2B enrichment sources like ZoomInfo and Apollo lacked the ability to reliably verify and enrich contact information. With Clay’s native Google Maps integration, that didn’t matter.
Local electrical contractors actively maintain their Google business listing phone numbers so they can receive service calls. Without up-to-date listings, customers literally can’t schedule services. Knowing this, Regency used Clay’s native Google Maps integration to find contractors and their contact information in specific geographic regions.
The result? Significantly more accurate contact data than any previous data provider.
How it works:
- Clay's Google Maps integration identifies contractors in target regions
- Clay pulls verified phone numbers from actively maintained listings
- Sales reps reach out by phone, aligning with how contractors prefer to communicate
"Contractors maintain accurate Google Maps listings because they need service calls," says Andrew. "This insight helped us build contact lists with much higher accuracy than traditional B2B data providers offered. We never would have been able to do that in Zoominfo.”
Use case #2: Automating e-commerce qualification
Before Clay, Regency struggled to verify, qualify, and route registrations through their wholesale e-commerce shop. They had no way to tell if sign-ups were legitimate businesses within their target market.
Their only option? To manually verify registrations, one by one, which created bottlenecks in the sales process.
Today, Regency uses Clay to automate the entire qualification process, allowing their team to focus on selling, not researching.
How it works:
- A webhook captures registration emails automatically
- Clay’s AI finds and verifies company details across multiple sources
- The system applies Regency’s custom criteria to qualify leads:
- Residential vs commercial status
- Address validation against company records
- Business operations status
- Company type and size
- Qualified leads are routed to the appropriate sales reps
"We automated our entire morning qualification routine. This process was previously 100% manual and totaled hours of work each month," explains Thomas. "Now our team focuses on higher-value tasks instead of manual research."
Use case #3: Data parsing in HubSpot
Small details make a big difference in outbound sales. But HubSpot’s default setup lacked flexible name parsing, making personalized outbound emails feel too robotic.
While you can manually type a contact owner's first name in emails in HubSpot, you cannot dynamically reference a contact owner’s first name in templates using a HubSpot token like {{Contact Owner First Name}}.
So Regency created a Clay workflow that parses contact owner’s full names into components, then feeds them back into a custom HubSpot field where reps can use them in emails. For example, now Regency can easily reference an automated placeholder for a sales rep’s first name without manually adding it every time.
This simple but effective hack unlocked new personalization options without changing their core CRM setup.
How it works:
- Clay extracts and parses contact owner’s name into first and last
- It then populates first names in a custom field in HubSpot
- Sales reps can now use parsed fields in personalized emails
"Sometimes the smallest automation makes the biggest impact," says Andrew. "What started as a simple name parsing solution now powers more natural, personalized communications across our entire sales organization.”
Use case #4: Self-serve enrichment inside HubSpot
Regency's sales team needed enriched contact data, but Andrew wanted to make it work within their existing workflow, as if it were a native feature inside HubSpot.
So he built a custom Clay-HubSpot integration (much like Clay’s native integration with Salesforce) that gives reps on-demand enrichment without additional logins or platform switching.
How it works:
- Sales reps click on “Enrich now” in HubSpot
- If a contact meets predefined criteria, a webhook sends them to Clay
- Clay enriches contacts with LinkedIn profiles, firmographics, and more
- The updated data is pushed back into HubSpot automatically
- An automated summary notifies the rep when enrichment is complete
"Our integration democratizes data enrichment while maintaining quality control," Andrew explains. "Reps get the data they need without requiring direct Clay access, and our automated job change monitoring helps them stay on top of customer movements."
Use case #5: Automating job change tracking
Job changes can be a strong buying signal, often indicating a need for new solutions or vendors. However, tracking these changes manually was time-consuming and prone to errors.
The fix? Regency built a Clay-powered workflow that tracks over 5,000 contacts, automatically updates records when one of them changes roles, and alerts sales reps in real time. This system focuses specifically on procurement, construction, and facilities contacts—all roles crucial to Regency’s bottom line.
How it works:
- Clay monitors a curated list of 5,000+ contacts
- Contacts are filtered by LinkedIn presence and job title relevance
- When a job change is detected, Clay automatically updates HubSpot:
- New role and company details
- A time-stamped note for sales visibility
- A direct link to the updated contact
- An email alert to the assigned rep
"The system monitors exactly who we need to track," explains Andrew. "We focus on specific teams and roles and only track contacts where we have complete data like job titles and LinkedIn profiles. This keeps our monitoring efficient and relevant."
Clay’s impact on Regency Supply’s sales and marketing teams
Clay didn’t just save time—it changed how Regency Supply operates. By automating workflows, improving data accuracy, and streamlining outreach, they made it easier for Regency to find, qualify, and engage customers:
- Finding hard-to-reach electrical contractors: Traditional data providers failed, but Clay’s Google Maps integration delivered accurate, verified contact data, making phone outreach far more effective.
- Automating e-commerce qualification: What was once a manual, time-consuming process is now fully automated, instantly verifying and routing leads so sales reps can focus on selling.
- Personalizing outbound emails in HubSpot: A simple name-parsing automation gave reps better personalization options without changing their CRM setup.
- Self-serve enrichment inside HubSpot: Sales reps now enrich contacts on demand without switching platforms, keeping workflows seamless and data accurate.
- Automating job change tracking: Clay now monitors over 5,000 key contacts, automatically updating records and alerting reps when a key prospect changes roles.
"Clay excels at powering creative experiments," Andrew concludes. "For our technical teams, it offers spreadsheet familiarity with powerful integration capabilities. For our AI initiatives, it enables bulk processing without coding. This flexibility helps us adapt quickly as our market evolves."
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