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How to connect Clay to La Growth Machine

Push enriched leads from Clay into LGM and launch personalized multichannel sequences automatically.

Written by Antoine Perez

Overview

Want to run hyper-personalized outreach without manually copying leads from one tool to another? With the Clay x LGM integration, you can push your enriched leads directly into LGM audiences, with all your Clay fields (job title, company size, AI-generated messages) mapped as attributes. Your sequences launch automatically. You set it up once, and it runs.

Plan requirements: This integration requires Clay's Launch plan and LGM's Pro plan or higher.

Key benefits

  • Precision : Build laser-targeted audiences using Clay's enrichment and push them straight into LGM

  • Personalization : Map AI-generated Clay columns as Custom attributes and use them directly in your LinkedIn and email messages

  • Data quality : LGM never overwrites data you've already imported from Clay, only empty fields get filled with LGM's enrichment

What you can do with Clay x LGM

The integration helps you:

  • Build precise segmentations: use Clay's enrichment and filtering to target exactly the right people

  • Keep contact data up to date: push refreshed Clay data into LGM as your leads evolve

  • Enrich with LGM's waterfall from inside Clay: call LGM's enrichment API as a Clay column to get work emails before the lead reaches LGM

  • Generate ice breakers at scale: use Clay AI columns to write personalized opening lines per lead and push them as custom attributes into your LGM sequences

Step 1: Get the prerequisites

Before setting up Clay, prepare your LGM side. You'll need an API key, an audience, and a campaign.

Get your LGM API key

  • Open LGM and go to All settings

  • Go to Integrations & API then open the API tab

  • Copy your external API key

Set up your audience and campaign

The audience is the bridge between Clay and LGM. Leads pushed from Clay land in the audience, which feeds directly into your campaign.

  1. Go to Audiences and create a new audience for this campaign

  2. Go to Campaigns, create your campaign, and assign that audience to it

  3. Build your sequence: wherever you want a personalized message, use {{custom_attribute_1}}, {{custom_attribute_2}}, etc. as variables

Tip: Think of Custom attributes as slots. Clay fills them; LGM sends them. For example: Custom Attribute 1 for your LinkedIn message, Custom Attribute 2 for your email follow-up, and so on.

Step 2: Add LGM as a connection in Clay

In Clay, set up LGM as a connection once, this unlocks the integration across all your tables and workflows.

  • In Clay, go to Settings

  • Open Connections

  • Click Add connection

  • Select La Growth Machine

  • Paste your LGM API key

  • Click Save

Once saved, Clay can push data to LGM (create or update leads, export tables, etc.), depending on the template or workflow you use.

Step 3: Fields & Custom attributes

A quick note on the connection between Clay and LGM:

Required fields

LGM needs at least one of the following combinations to create a lead: you don't need all fields, but the more you map, the better the deduplication and enrichment:

  • LinkedIn URL alone is sufficient

  • Professional email alone is sufficient

  • First name + Last name + Company name

Everything else (job title, Twitter, personal email) is optional but recommended for richer profiles and better personalization.

Custom attributes

For anything that doesn't exist as a native LGM field, including AI-generated personalization lines, map to a Custom attribute.

LGM gives you 20 custom attributes per lead, available on all plans. You can't create more beyond those 20, but you can rename them to match your use case:

On LGM, go to All settings → Custom labels → Custom attribute labels to rename each one (ICP tier, use case, priority, source, etc.).

  • Custom attribute 1 : your Clay AI message for the LinkedIn step

  • Custom attribute 2 : your Clay AI message for the email follow-up

  • Any other enrichment column (company size, industry, personalization snippet) : custom attributes 3 and beyond

Pro tip: You can reference custom attributes anywhere in your sequence content. That's how you get truly personalized outreach at scale without touching individual messages.

And that's it; your Clay table is now connected to LGM. Every new lead enriched in Clay flows automatically into your sequence. 🚀

Use cases

Use case 1: Enrich leads with LGM directly from Clay

Instead of importing leads into LGM first and enriching there, you can call LGM's enrichment API as a column inside your Clay table. Enriched emails and profile data land in Clay, where you can filter, route, or use them in AI prompts before the lead ever reaches LGM.

When this makes sense:

  • You want work emails available in Clay to power personalization (e.g., feeding your ice breaker prompt, routing by email domain)

  • You want to filter out leads with no email before pushing to LGM, no point activating leads you can't reach

  • You're already centralizing enrichment in Clay and want LGM's 9-provider waterfall as one of your enrichment steps without using your Clay credits

Plan requirement: Clay Growth plan required for the HTTP API action.

Follow this guide to set up your enrichment:

Setup:

Add two HTTP API columns in Clay: one to trigger the enrichment, one to retrieve the result.

Column 1: Trigger enrichment

  • Method: POST

  • URL: https://apiv2.lagrowthmachine.com/flow/leads/enrich?apikey=YOUR_LGM_API_KEY

  • Body: 

    {
      "mode": "polling",
      "linkedinUrl": "{{linkedinUrl}}",
      "firstname": "{{firstname}}",
      "lastname": "{{lastname}}",
      "companyName": "{{companyName}}",
      "enrichType": "EMAIL_ENRICH"
    }

  • Use / to map the actual Clay variables in the request

EMAIL_ENRICH is the only type that works without a LGM leadId. It costs 5 credits per lead and returns a pro email + email status (valid / risky / not found).

Using LINKEDIN_ENRICH or FULL_ENRICH

LINKEDIN_ENRICH (enriches profile fields, 1 credit) and FULL_ENRICH (profile + email, 5 credits) both require a LGM leadId, which means the lead must already exist in LGM.

To get it, add a column before your enrichment column that calls the Search Lead endpoint:

  • Method: GET

  • URL:

https://apiv2.lagrowthmachine.com/flow/leads/search?apikey=YOUR_LGM_API_KEY&linkedinUrl={{linkedinUrl}}

Here's our API documentation in case you need more details.

Once you have the LeadId, update your enrichment body accordingly:

{
  "mode": "polling",
  "leadId": "{{leadId}}",
  "enrichType": "LINKEDIN_ENRICH"
}

Make sure to use / to map the leadid from the GET Search Lead HTTP API column.

Column 2: Retrieve result

  • Method: GET

  • URL: https://apiv2.lagrowthmachine.com/flow/leads/enrich/{{enrich_request_id}}?apikey=YOUR_LGM_API_KEY

  • Replace {{enrich_request_id}} with the variable from the previous API call

That's it.

Use case 2: Generate ice breakers from enriched data

Once your leads have work emails from Use case 1, you have everything you need to generate a personalized opening line per lead in Clay. Push it as a custom attribute and reference it in your LGM sequence. Every lead gets a unique opener sent automatically: no manual writing.

The workflow:

  1. In your Clay table, add an AI column (Claude or GPT-4o) with a prompt along these lines:

    Write a 1-sentence ice breaker to open a cold LinkedIn message to {{firstname}} {{lastname}} at {{companyName}}.

    Bio: {{bio}}

    Rules:
    - Max 20 words
    - Reference something specific from their bio
    - No flattery, no "I came across your profile"
    - Sound like a human, not a bot
    - Output the sentence only, no quotes, no explanation

    Feed it the richest inputs you have: job title, company name, industry, recent post content (if scraped), company news. The work email enriched in Use case 1 can also be used to route by domain or power further enrichment steps before this prompt runs.

  2. Add a La Growth Machine "Create or Update lead" column, map this AI column to Custom Attribute 1 (or whichever slot you've reserved for ice breakers).

  3. In your LGM sequence, open your LinkedIn message with {{custom_attribute_1}} followed by your standard pitch:

    {{custom_attribute_1}} That's exactly the context where [your pitch] tends to land well for teams like yours.

Important: Line breaks in custom attributes

By default, LGM custom attributes don't render standard line breaks. If your Clay AI column outputs multi-line text with regular line breaks (Enter), they'll be ignored when the message is sent.

To force a line break, use an HTML tag directly in the custom attribute value:

Hi {{firstname}},<br><br>I noticed you're working on...

If you're generating content with a Clay AI column for emails, add this to your prompt:

Replace any line breaks with <br>. Do not use newlines.

Tips:

  • Cap ice breakers at ~25 words, they sit at the top of a LinkedIn message where the preview cuts off. If it's too long, the personalization gets buried.

  • Test the AI output on 10 leads before scaling. Weak inputs (missing post data, generic job titles) produce generic outputs. Fix the enrichment first.

  • If you're using Custom Attribute 2 for an email follow-up, you can use the same ice breaker or generate a separate variant tailored to email tone, warmer, less LinkedIn-formal.

Emails and enrichment

Enriching emails in LGM

If your Clay leads don't have work emails, you can enrich them directly in LGM after import. Enrichment is manual, you select the leads you want to enrich and choose an enrichment level:

  • Email Finder: finds a professional email address (5 credits per lead)

  • Lead Data: completes profile data such as job title, company, location (1 credit per lead)

  • Full Enrichment: both email and profile data (5 credits per lead)

Note: LGM only fills empty fields, data imported from Clay is never overwritten during enrichment.

Risky emails

Some emails come from catch-all servers that always respond "yes, this address exists" even when it doesn't. LGM flags these as risky emails. You control whether to send to them in your campaign settings (Content → Cog wheel)

Best practices

Keep your ICP tight

The Clay x LGM combo is powerful, but LinkedIn has daily messaging limits: between 40 and 100 messages per day depending on your account. Use this integration for your highest-priority leads, not for blasting an entire database.

One audience per campaign

Create a dedicated LGM audience for each Clay table and campaign pairing. Mixing audiences across campaigns makes it harder to track what's working and can cause leads to land in the wrong place.

Test with a small batch first

Before running your full table, push 5-10 leads through to verify the field mapping is correct and your Custom attributes are populating as expected in the sequence. Fix once, then scale.

Ready-to-use templates

Clay provides 3 templates you can duplicate and customize to get started immediately:

  • Outreach past clients who changed jobs: catch warm leads the moment they move

  • Feed your recruiting pipeline: source and contact candidates automatically

  • Find specific talents: targeted talent sourcing with personalized outreach

These templates work out of the box and are fully customizable.

Download them directly from the Clay x LGM templates page, or find step-by-step walkthroughs with screenshots in the LGM Academy — Chapter 5: How to build a list from Clay.

FAQs

Is the Clay integration available on the Basic plan?

No. You need the Pro or Ultimate plan on LGM to use the Clay integration. On Clay's side, you need the Launch plan or higher.

Can I use the Clay x LGM integration during my free trial?

Yes, the integration is available during your LGM free trial. A great way to test the full setup before upgrading.

How do I find my LGM API key?

Go to All settings → Integrations & API → API tab in your LGM account. Your API key is listed there. Copy it and paste it into the La Growth Machine connection in Clay.

Clay didn't include work emails, can LGM still find them?

Yes. Once your leads are imported in LGM, you can enrich them manually using the Email Finder (5 credits per lead). Select your leads, choose the enrichment level, and LGM will find professional emails where possible. Only empty fields are filled, your Clay data is never overwritten.

Can I send data from LGM back to Clay?

Yes, via LGM webhooks. Go to Settings → Webhooks to set this up. This lets you push reply data, engagement signals, or sequence status back into your Clay table.

What's the difference between LGM attributes and Custom attributes?

LGM attributes are native fields (first name, last name, job title, company, etc.). Custom attributes are free-form slots you can use for anything else: AI-generated messages, company size, personalization lines, or any Clay column that doesn't map to a native field. You have 20 of them per lead, and you can rename them all.

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