Clay Table Connections

Clay Table Connections lets you send Clay-enriched data into Chili Piper's demand conversion platform, so your routing logic, form experience, and CRM records are powered by accurate, enriched data, not just what a prospect types into a form.

Table of Contents

• How the Clay Integration Works
• What Changes When You Connect Clay
• If You're Already Using Clay
• Ready to Set It Up?

How the Clay Integration Works

When a prospect submits a form, Chili Piper sends their data to Clay. Clay enriches it using your table columns and connected data sources, then sends it back. The whole exchange happens within seconds — before routing decisions are made or CRM records are written.

Here's the flow:

• Chili Piper sends a webhook to your Clay Table
• Clay enriches the data using its table columns
• Clay returns enriched data to Chili Piper via an HTTP API column
• Chili Piper uses that data for form shortening, routing, or CRM enrichment

What Changes When You Connect Clay

Shorter forms, higher conversion rates
Use Clay-enriched data to pre-fill or hide form fields, so prospects only need to fill in what you don't already know. Fewer fields mean less friction and more completions.

Smarter routing
Route leads with greater precision using enriched firmographic and contact-level data — not just what was submitted on the form.

Cleaner CRM data
Automatically push enriched data into your CRM records for people and companies, keeping your database accurate and up to date without any manual effort.

Seamless integration with Concierge
Clay becomes a first-class enrichment source inside Chili Piper's Concierge waterfalls, sitting alongside providers like ZoomInfo, Apollo, LeadIQ, and Lusha. You can prioritize Clay data alongside — or instead of — other enrichment sources, giving you full control over your enrichment strategy.

If You're Already Using Clay

Clay Table Connections is ideal for revenue and marketing operations teams who are already using Clay to build enriched prospect lists and want to activate that data directly within their conversion flow — without duplicating work or managing separate workflows.

If your team has invested in building rich Clay tables, this integration lets you get even more value from that data by putting it to work at the moment of conversion.

Ready to Set It Up?

Check out the full setup guide, including step-by-step instructions, Clay template, webhook configuration, and testing:
Set Up Clay Table Connections (login required)