Your website gets hundreds of visitors every day. Most leave without filling out a form. Without the right stack, those visitors—and their buying intent—disappear forever.
But what if you could identify those anonymous website visitors, automatically enrich them with verified contact data, and push qualified leads straight into your CRM for immediate outreach?
That’s exactly what the Leadpipe + Clay + HubSpot stack does. This guide walks you through setting it up step by step, so you can turn anonymous traffic into pipeline on autopilot. If you’re new to website visitor identification, this integration represents the gold standard for B2B lead generation in 2026.
Why This Stack Works
Before diving into the setup, here’s why these three tools form the ultimate B2B lead generation engine:
| Tool | Role | What It Does |
|---|---|---|
| Leadpipe | Identification | Identifies anonymous website visitors with 30-40% match rates |
| Clay | Enrichment | Waterfalls 150+ data providers to find verified emails, phones, LinkedIn |
| HubSpot | Action | Triggers automated sequences, tracks deals, manages relationships |
Why Leadpipe? Compared to tools like RB2B or Warmly, Leadpipe delivers 2-3x higher match rates with deterministic (not probabilistic) matching.
The magic happens when they work together:
- Leadpipe catches the signal — Someone visits your pricing page
- Clay does the homework — Finds their work email, validates it, researches their company
- HubSpot takes action — Creates the contact and triggers personalized outreach
This workflow runs 24/7 without manual effort. By the time your sales rep sees the lead, it’s already enriched, qualified, and ready for outreach.
What You’ll Need
Before starting, make sure you have:
- Leadpipe account — Start free with 500 leads
- Clay account — Sign up at Clay.com
- HubSpot account — Free CRM works, Marketing Hub recommended
- ~30 minutes for initial setup
Step 1: Set Up Leadpipe Webhook
Leadpipe can send visitor data to Clay in real-time via webhooks. Every time someone is identified on your site, the data flows automatically.
In Leadpipe:
- Go to Settings → Integrations → Webhooks
- Click Add Webhook
- You’ll need the Clay webhook URL (we’ll get this in Step 2)
- Select which data to send:
- Person data (name, email, LinkedIn)
- Company data (name, industry, size)
- Visit data (pages viewed, time on site)
What Data Leadpipe Sends
| Field | Example | Use Case |
|---|---|---|
email | john@acme.com | Primary contact method |
first_name | John | Personalization |
last_name | Smith | Personalization |
linkedin_url | linkedin.com/in/johnsmith | Research, Claygent |
company_name | Acme Corp | Account matching |
company_domain | acme.com | Enrichment key |
job_title | VP of Marketing | ICP filtering |
page_url | /pricing | Intent signal |
visit_duration | 180 | Engagement score |
This rich data becomes the foundation for Clay’s enrichment waterfall.
Step 2: Create Clay Webhook Table
Clay uses webhook tables to receive data from external sources. This is where your Leadpipe visitors land.
In Clay:
- Create a New Table
- Click Import Data → From Webhook
- Copy the generated webhook URL
- Paste this URL back into Leadpipe (Step 1)
- Send a test event from Leadpipe
- Map the incoming fields to Clay columns
Clay is a data enrichment platform that connects to 150+ data providers. Instead of manually researching leads, Clay automates the process—finding emails, validating contacts, and even using AI to research companies. Learn more at Clay University.
Recommended Clay Columns
Set up these columns to capture Leadpipe data:
| Column Name | Type | Source |
|---|---|---|
| Text | Leadpipe webhook | |
| First Name | Text | Leadpipe webhook |
| Last Name | Text | Leadpipe webhook |
| Company | Text | Leadpipe webhook |
| Domain | Text | Leadpipe webhook |
| Job Title | Text | Leadpipe webhook |
| LinkedIn URL | Text | Leadpipe webhook |
| Page Visited | Text | Leadpipe webhook |
| Visit Date | Date | Leadpipe webhook |
Step 3: Build Your Clay Enrichment Workflow
This is where Clay shines. Even though Leadpipe provides contact data, Clay can enhance it further—validating emails, finding phone numbers, and researching companies.
The FETE Framework
Clay recommends the FETE framework for building workflows:
- Find — Import leads (done via Leadpipe webhook)
- Enrich — Add data from 150+ providers
- Transform — Filter, score, and qualify
- Export — Push to HubSpot
Enrichment Columns to Add
Email Validation
Even though Leadpipe provides verified emails, you can add an extra validation layer:
- Add column → Email Verification
- Choose provider: ZeroBounce, NeverBounce, or Bouncer
- Map input: Email column
- Filter out invalid emails before they reach HubSpot
Phone Number Enrichment
Add direct phone numbers for sales calls:
- Add column → Waterfall Enrichment
- Select: Find Phone Number
- Providers: Apollo, Lusha, Cognism, PeopleDataLabs
- Map inputs: Email + Company Domain
Company Research with Claygent
Use Clay’s AI agent to research the company:
- Add column → Claygent
- Prompt: “Research {company_name} and summarize: 1) What they do, 2) Recent news or funding, 3) Key challenges they might face”
- This creates personalized talking points for outreach
Step 4: Filter & Qualify Leads
Not every website visitor is a qualified lead. Use Clay’s transformation features to filter before sending to HubSpot. This step is crucial for converting website visitors into qualified leads.
Create a Disqualification Column
- Add column → Formula
- Name it:
Disqualified - Logic example:
IF(
OR(
CONTAINS(job_title, "student"),
CONTAINS(job_title, "intern"),
employee_count < 10,
CONTAINS(email, "gmail.com"),
CONTAINS(email, "yahoo.com")
),
TRUE,
FALSE
)Create an ICP Score Column
Score leads based on fit:
| Criteria | Points |
|---|---|
| Job title contains “VP”, “Director”, “Head” | +20 |
| Company size 50-500 employees | +15 |
| Visited pricing page | +25 |
| Visited case studies | +10 |
| B2B industry | +10 |
| Personal email domain | -50 |
Add a formula column that sums these scores, then filter exports to HubSpot: ICP_Score >= 30
Step 5: Connect Clay to HubSpot
Now push your enriched, qualified leads to HubSpot automatically.
In Clay:
- Click Export → HubSpot
- Authenticate your HubSpot account
- Choose: Create/Update Contacts
- Map Clay columns to HubSpot properties:
| Clay Column | HubSpot Property |
|---|---|
| First Name | First Name |
| Last Name | Last Name |
| Company | Company Name |
| Job Title | Job Title |
| Phone | Phone Number |
| LinkedIn URL | LinkedIn URL (custom) |
| ICP Score | Lead Score (custom) |
| Page Visited | Original Source Drill-Down 2 |
| Claygent Summary | Notes (custom) |
Set Up Automatic Sync
Enable “Run on new rows” so every new Leadpipe visitor automatically flows through Clay enrichment and into HubSpot.
Step 6: Trigger HubSpot Workflows
With enriched leads landing in HubSpot, set up automation to act immediately.
High-Intent Visitor Workflow
Trigger: Contact created with Page Visited = /pricing
Actions:
- Set Lead Status → “High Intent Visitor”
- Create Task → “Call within 1 hour”
- Send internal Slack notification
- Enroll in Pricing Page Follow-Up Sequence
Standard Visitor Nurture Workflow
Trigger: Contact created with ICP Score >= 30
Actions:
- Wait 1 day
- Send personalized email using Claygent research
- Wait 3 days
- Send case study email
- Create task for sales follow-up
Example Email Template
Subject: Noticed you checking out {company_name} solutions
Hi {first_name},
I saw you were exploring our site recently—specifically the {page_visited} page.
{claygent_summary}
Given that, I thought you might find value in how we've helped similar companies
[increase pipeline by 40% / reduce CAC by 25% / etc.].
Worth a quick chat this week?
Best,
[Your name]Complete Workflow Diagram
Here’s how the full stack works together:
┌─────────────────────────────────────────────────────────────────┐
│ WEBSITE VISITOR │
│ (Anonymous Traffic) │
└─────────────────────────────┬───────────────────────────────────┘
│
▼
┌─────────────────────────────────────────────────────────────────┐
│ LEADPIPE │
│ • Identifies visitor (30-40% match rate) │
│ • Captures: name, email, company, LinkedIn, pages visited │
│ • Sends via webhook → │
└─────────────────────────────┬───────────────────────────────────┘
│
▼
┌─────────────────────────────────────────────────────────────────┐
│ CLAY │
│ • Receives webhook data │
│ • Validates email (ZeroBounce/NeverBounce) │
│ • Enriches phone number (waterfall) │
│ • AI research via Claygent │
│ • Filters: removes students, personal emails, small cos │
│ • Scores: ICP fit scoring │
│ • Exports qualified leads → │
└─────────────────────────────┬───────────────────────────────────┘
│
▼
┌─────────────────────────────────────────────────────────────────┐
│ HUBSPOT │
│ • Creates/updates contact with full enrichment │
│ • Triggers workflow based on intent signals │
│ • High-intent: immediate sales task + sequence │
│ • Standard: nurture sequence with personalization │
│ • Tracks engagement, moves through pipeline │
└─────────────────────────────────────────────────────────────────┘Results You Can Expect
Teams running this stack typically see:
| Metric | Before | After | Improvement |
|---|---|---|---|
| Visitors identified | 5-10% | 30-40% | 3-4x |
| Lead data completeness | 40% | 95% | 2.4x |
| Time to first outreach | 24-48 hrs | < 1 hour | 24x faster |
| Response rates | 5-8% | 15-25% | 3x |
| Pipeline from website | Minimal | Significant | ∞ |
The compounding effect is powerful: more visitors identified × better data × faster outreach = exponentially more pipeline. This is the essence of midbound marketing—reaching out to prospects who’ve already shown interest in your solution.
Advanced Tips
1. Segment by Page Intent
Create different Clay tables or HubSpot workflows based on which pages visitors view:
| Page | Intent Level | Action |
|---|---|---|
| /pricing | 🔥 Hot | Immediate sales call |
| /case-studies | 🔶 Warm | Fast follow-up sequence |
| /blog | 🔵 Cool | Nurture sequence |
| /careers | ❌ None | Exclude from outreach |
2. Use Clay Waterfall for Maximum Coverage
Even with Leadpipe’s high match rates, some visitors won’t have emails. Set up a backup waterfall:
- Primary: Use Leadpipe email
- Fallback: If empty, find email via Apollo → Hunter → Lusha
3. Build a Lookalike Audience
Export your best-converting Leadpipe visitors to build lookalike audiences:
- Filter Clay table: Converted = TRUE
- Export to CSV
- Upload to LinkedIn, Meta, or Google Ads
- Target similar professionals
4. Connect Slack for Real-Time Alerts
Add a Slack integration for high-value visitors:
🔥 Hot Lead Alert!
John Smith (VP Marketing) from Acme Corp just visited /pricing
• Company: 150 employees, Series B
• LinkedIn: linkedin.com/in/johnsmith
• Previous visits: 3 in past week
→ View in HubSpot: [link]Troubleshooting Common Issues
Webhook Not Firing
- Check Leadpipe webhook URL matches Clay exactly
- Ensure webhook is enabled/active
- Test with Leadpipe’s “Send Test Event” button
- Check Clay table is set to receive webhooks
Duplicate Contacts in HubSpot
- Use email as the unique identifier
- Enable “Update existing contacts” in Clay export
- Set up HubSpot deduplication workflows
Low Enrichment Rates
- Ensure you’re passing company domain to Clay
- Add more providers to your waterfall
- Check Clay credits aren’t exhausted
Leads Not Qualifying
- Review your disqualification formula
- Lower ICP score threshold temporarily
- Check if job titles are being parsed correctly
Cost Breakdown
Here’s what this stack typically costs:
| Tool | Plan | Monthly Cost | What You Get |
|---|---|---|---|
| Leadpipe | Growth | $299 | 1,500 leads/month |
| Clay | Explorer | $149 | 6,000 credits/month |
| HubSpot | Starter | $20 | CRM + basic automation |
| Total | — | $468/mo | Full pipeline automation |
ROI Math: If this stack generates just 2-3 extra qualified meetings per month (very conservative), it pays for itself many times over. For a detailed breakdown, see our visitor identification pricing comparison.
What’s Next?
You now have a complete system for turning anonymous website visitors into qualified pipeline. Here’s how to maximize it:
- Start with Leadpipe — Get 500 free leads to test visitor identification
- Connect Clay — Build your enrichment workflow using this guide
- Automate HubSpot — Set up sequences that trigger automatically
- Iterate — Monitor conversion rates and optimize your ICP scoring
The best B2B teams aren’t waiting for forms. They’re proactively identifying buyers and reaching out while the intent is hot. For more strategies, check out our guide on how to track anonymous website visitors and unconventional B2B lead generation strategies.
