Real buyer intent, fed straight into your Clay action layer

What it is

A one-way signal flow from Parsley to Clay. When a visitor chats with the presales agent on a Parsley profile, the conversation is scored - lead quality, intent stage, MEDDIC evidence, topics. That score fires as a webhook event, and the matching Clay table receives it as a new row.

• Five events. Profile Viewed, Conversation Completed, Lead Captured, Lead Scored, Signal Detected.
• Native Clay webhook source. No middleware, no Zapier seat, no per-task billing.
• HMAC-signed delivery. Verifiable inside Clay via an HTTP API column if you want.

From there, Claygent enriches, HTTP API columns push to your CRM or n8n workflow, and conditional steps route by lead quality. Parsley provides the signal. Clay provides the action layer. You compose the workflow.

Events

Each event becomes a row in the subscribed Clay table. Profile Viewed is available on every account; the rest draw from your conversation balance.

Sample Lead Scored payload

Clay parses the JSON automatically. Each nested field becomes an addressable column.

{
  "id": "evt_abc123",
  "type": "lead.scored",
  "createdAt": "2026-05-05T14:30:00Z",
  "data": {
    "conversationId": "conv_abc123",
    "profileUserId": "user_abc123",
    "visitorId": "vis_def456",
    "leadQuality": "hot",
    "intentScore": 5,
    "intentSignal": "high_intent",
    "meddic": {
      "metrics": true,
      "economicBuyer": true,
      "decisionCriteria": true,
      "decisionProcess": false,
      "identifyPain": true,
      "champion": false
    },
    "leadEmail": "alex@acme.com",
    "leadName": "Alex Johnson",
    "topics": "pricing, API integrations"
  }
}

Recipes

Three patterns the certified GTM agencies tend to build first.

1. Hot lead → Claygent enrichment → outbound draft

Subscribe a Clay table to Lead Scored, filter to data.leadQuality = "hot" AND data.leadEmail != null (Lead Scored fires every turn, so on early turns before the visitor shares contact details `leadEmail` is omitted - filtering on its presence ensures only enrichable rows reach Claygent), then chain two Claygent columns:

// Claygent column on a row sourced by Parsley webhook
Find {{ data.leadEmail }} on LinkedIn.
Return current title, company, company size,
and one recent post topic.

// Second Claygent column - draft the outreach
Given they work at {{ enriched.company }} and asked
about {{ data.topics }} in a Parsley demo,
write a 3-sentence LinkedIn DM that opens with
their recent post topic and pivots to the topics
they discussed. No emojis, no fluff.

2. MEDDIC champion detected → tag in CRM

Subscribe a separate Clay table to Signal Detected and filter to champion signals only:

// Clay table filter
data.signalType = "champion"
  AND data.confidence = "high"

Add an HTTP API column that PATCHes your CRM contact (Attio, HubSpot, Salesforce, Pipedrive) and applies a tag like parsley:champion-signal. Pairs cleanly with Parsley's native CRM integrations - the CRM gets both the tag and Clay's enriched context.

3. Conversation log → topic clustering for content

Subscribe a table to Conversation Completed (no filter, capture everything). Add a Claygent column that classifies each conversation into one of: pricing-questions, technical-deep-dive, competitor-comparison, use-case-fit, not-buyer. Pivot the table by classification. Surfaces what your prospects are actually asking - useful for content planning, sales enablement, and identifying gaps in your presales agent's training docs.

Setup

Five minutes from zero to first row.

1. 1

   Create a Clay table sourced by webhook

   In Clay, click + New table and choose Source: Webhook. Name it something descriptive (e.g. "Parsley Hot Leads"). Clay generates a unique webhook URL.

2. 2

   Subscribe in Parsley

   Open Parsley, go to Hub > Developers, create a webhook subscription, paste the Clay URL, and pick the events you want this table to receive. Most teams start with Lead Scored.

3. 3

   Send a test event

   Use the Send test event action in Parsley to fire a sample payload at the Clay URL. Refresh your Clay table - the row appears with columns matching the JSON shape.

4. 4

   Build columns

   Add Claygent, HTTP API, and conditional columns to enrich and act on each row. See the recipes above for starting points, or read the full setup guide.

Clay integration FAQ