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Relevancy-first & Tiering Framework
A full breakdown on how to work with Signals & Triggers.
For context: I’m Ilya co-founder of Growth.band - we help in-house lead gen level-up results with:
99% inbox rate = we fully manage your cold email infra, so you don’t worry about SPAM;
24/7 outreach expert = campaign, copy and result monitoring with proactive fixes;
3x better results = we build a strategy + implement RevOps & automations for you.
👀 Watch the video first 👇
now check the guide + templates below 👇
95% of Outbound & GTM teams use Clay the wrong way.
They think Clay is just a fancy database.
They use it for basic search.
They use it for AI-personalization.
They pull lists and start blasting.
Then they wonder why their reply rates suck.
Clay isn’t just a data tool- it’s an execution engine.
But most teams fail to use it for what really moves the needle:
✅ Multi-layered enrichment (not just scraping emails).
✅ Tiered prioritization (not every lead is equal).
✅ Signal-based outreach (not generic messaging).
Let’s fix that. 👇
The 3-Tier Prospecting System (and How to Adjust Your Outreach)
Top outbound teams don’t just prioritize leads—they adapt their messaging and strategy for each tier.
Here’s how:
🚀 Tier 1 (High-Priority) – Maximum Effort
✅ Matches 3+ high-intent signals (e.g., just hired a CTO, raised Series A, hiring in Eastern Europe).
✅ Strong business alignment (right industry, right team size).
✅ Likely to move fast if the offer fits.
📌 Outreach Strategy:
→ Multi-channel (Email + LinkedIn + Video).
→ Hyper-personalized messaging based on their MAIN SIGNAL.
→ Every touchpoint is tailored to their immediate priority.
💡 Example:
If they just raised a Series A, they need to scale fast → focus all messaging on speed + efficiency.
If they just hired a new CTO, they’re under pressure to deliver → emphasize quick wins & de-risking decisions.

📈 Tier 2 (Medium-Priority) – Scalable Outreach
✅ Matches 1-2 relevance criteria (e.g., recently posted dev jobs but no other strong signals).
✅ Could be a fit, but needs further validation.
📌 Outreach Strategy:
→ Focus messaging on their strongest signal (not just generic personalization).
→ Semi-personalized email + LinkedIn connection.
→ Engagement-based filtering: If they interact, move them to Tier 1.
💡 Example:
If they hired a new Head of Sales, highlight how they can hit targets faster.
If they just started hiring in Eastern Europe, tailor messaging around scaling distributed teams.
📉 Tier 3 (Low-Priority) – Nurture & Automate
✅ Only meets basic ICP criteria (e.g., industry + revenue size).
✅ No strong indicators of urgency.
📌 Outreach Strategy:
→ Cold email only, no LinkedIn or manual work.
→ Use industry-based problem messaging, not specific personalization.
→ Automated follow-up sequence.
💡 Example:
If targeting B2B SaaS, talk about common dev scaling challenges.
If reaching out to VC-backed startups, focus on avoiding costly tech debt early.
If the company is e-commerce, highlight checkout speed & conversion rate optimization.
Instead of treating all contacts the same, use tiering + strategic messaging to reach the right people with the right offer.

Example: Finding the Real Trigger
We once analyzed a lead working on a travel tech platform.
The initial relevance guess?
→ “They raised funding”
→ “They’re hiring”
But neither mattered.
After a 10 - minute deep dive, here’s what we found:
→ Their product relied on real - time data sync
→ They lacked a large internal engineering team
→ Their website hinted at tech pain (“we simplify complex integrations”)
That was the signal.
We pivoted messaging around technical complexity and external partnerships - and replies shot up.
Lesson: Real relevance isn’t always obvious. You have to dig for it.
Build Your Own Relevance Engine (in 30 Minutes)
STEP 1: Do a 10 - Minute Deep Dive
Pick any prospect from your CRM.
Set a timer for 10 minutes and research them from scratch:
→ Check their website: Look for product complexity, pricing, pain points
→ Look at their LinkedIn: Job changes, posts, hiring
→ Search funding announcements
→ Check job boards (Indeed, Glassdoor) for team size and skill gaps
List every potential signal that could tie into your value proposition.

STEP 2: Score Signals by Impact
For each signal, ask:
Does it consistently correlate with replies?
Is it still underused by the market?
Does it align with our ideal customer journey?
Then prioritize the top 3–5 and drop the rest.
STEP 3: Tier Your Prospect List
Use those top signals to split your list:
→ Tier 1: Gets video outreach, personalized emails, and multichannel flow
→ Tier 2: Gets semi - custom emails with LinkedIn follow - ups
→ Tier 3: Gets templated cold email campaigns at scale
You can use tools like Clay to enrich and automate this structure.
Why Tiering Drives ROI
You focus manual effort where it has the highest payoff
You save time and SDR bandwidth
You stop guessing - and start optimizing

Instead of 1,000 generic emails, send:
10 Tier 1s with max effort
50 Tier 2s with strategic effort
500 Tier 3s with scalable effort
Same time. Better results.
Template
We built a full Google Sheet Relevance Criteria Tracker that shows:
→ How to brainstorm signals
→ How to run tiered scoring
→ How to build your own Relevance Engine in Clay

—
Ilya Azovtsev
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