If you run an agency or any kind of service business, you already have something incredibly valuable sitting in your client list: a blueprint for who your best clients actually are. The problem is most people never turn that blueprint into a repeatable lead generation system.
Here is a simple workflow that uses Clay and Claude's MCP connector to take a handful of your best client websites and turn them into a full list of lookalike leads, complete with decision maker names, emails, LinkedIn profiles, and even personalized outreach copy.
Step 1: Gather Your Best Client Websites
Start with a small set of websites from clients you have already worked with and enjoyed working with. In this example, three dental practice websites were used as the seed group. You do not need more than 10, since that is the input limit for the next step anyway.
Step 2: Find Lookalikes in Clay
Inside Clay, go to Find Leads and select Company Lookalikes. This feature lets you feed in company URLs and Clay will search for companies that match their profile and description.
A few things to keep in mind:
You can start from a table, an audience, or a list of URLs. Starting from a list of URLs is the cheapest option on credits. Each URL needs to be clean, with no UTM parameters attached. You can add up to 10 seed URLs per search.
After adding the seed websites and hitting continue, Clay returned dozens of lookalike companies almost immediately. From there, save the results to a table (new or existing) and export them as a CSV.
Step 3: Connect Clay to Claude
Once the CSV is ready, the next step is bringing Claude into the workflow using Clay's MCP connector.
In Claude, go to Connectors and then Manage Connectors. Browse connectors and search for Clay. Connect it, choosing your workspace and company domain. Authorize the connection, then make sure to select "Always Allow" so Claude can use Clay's tools without asking every time.
Step 4: Upload the CSV and Let Claude Do the Enrichment
With the connector active, upload the exported CSV directly into your Claude conversation. Then use a prompt like this one:
"I'm attaching a CSV of companies that look like my best clients. Use Clay MCP to find leads at each of these companies. Focus on finding the decision maker, the owner, or the highest ranking person you can find. Return their name, role, email if possible, and LinkedIn URL."
From here, Claude and Clay work together in the background. For a batch of 127 companies, Claude worked through each one, pulling contacts such as owners, co-founders, directors of operations, and medical directors depending on the size of the business.
One nice surprise: Claude noticed on its own that some of the companies in the list were hospitals, rehab centers, or nursing homes rather than dental clinics, and prioritized the ones that actually matched the target niche. It also offered to keep going, filter by country, or process the next batch, all without being asked.
Step 5: Export Clean Lead Lists
Once enrichment is done, you can ask Claude things like:
"Show me all the leads that are fully enriched." "Export this as a CSV with emails only." "Export this as a CSV without emails."
Claude will segment the leads (with email, with LinkedIn only, and so on) and generate a downloadable CSV ready for outreach campaigns.
Bonus: Personalized Outreach at Scale
This is where the workflow gets genuinely powerful. Using the same Clay MCP connection, you can ask Claude to generate a personalized subject line and email body for every single contact based on the specific details Clay pulled about their business.
For example, a dental practice described as family oriented and warm and welcoming got outreach copy that reflected exactly that tone and positioning, rather than a generic template blasted to everyone on the list.
The same approach works for cold calling. You can ask Claude to generate talking points for each lead based on their business description, so every call starts with real context instead of a script that could apply to anyone.
Why This Matters
Before tools like this existed, personalizing outreach at scale meant either hiring a team to research every lead by hand or sending generic copy and hoping something landed. Now, with your best clients as the starting seed, Clay finding the lookalikes, and Claude handling enrichment and copywriting through MCP, you can build a targeted, personalized lead list in a fraction of the time.
If you already have a handful of great clients, this workflow lets you go find a hundred more that look just like them, and start the conversation already knowing what matters to them.