How Clay works with Storydoc
Clay does not trigger automations on its own. Instead, it is used after a trigger occurs in another system, such as a CRM, form, or spreadsheet.
A typical workflow looks like this:
A trigger occurs in another tool (for example, a new lead is created in your CRM).
Clay enriches or updates the data using its tables and enrichment steps.
Storydoc generates a personalized version using the enriched data.
The Storydoc link is written back to the CRM record for your team to use.
This ensures Storydocs are created only after the data is complete and ready for personalization.
Automation works through Zapier. For setup instructions, refer to the article How to Connect Storydoc with Zapier.
Why use Clay before creating Storydocs
Using Clay with Storydoc allows you to:
Enrich lead and account data before personalization.
Scale Storydoc creation across large datasets.
Improve personalization quality using firmographic and role-based data.
Reduce manual data preparation for sales and marketing teams.
Clay is especially useful when the data required for personalization is not fully available in your CRM or form submissions.
Supported Clay actions
Clay’s Zapier integration supports actions only, meaning Zapier can write or update data in Clay but cannot trigger workflows from Clay events.
The following Clay actions are available:
Create Record in Table
Create a new row in a Clay table.Update Record in Table
Update an existing row with enriched or transformed data.Find Row in Table
Locate an existing record based on defined criteria.
These actions are typically used to enrich or normalize data before Storydoc creation.
Creating personalized Storydocs using Clay data
After Clay enriches the data, Storydoc can generate a personalized version using fields such as:
First and last name
Company name
Role or seniority
Industry
Location
Custom enrichment fields
These values can be mapped to Dynamic Variables inside your Storydoc template so each version reflects the most complete and accurate data available.
Storydoc creation is triggered by the same system that initiated the workflow (for example, the CRM), not by Clay.
Storing the Storydoc link back in your CRM
After a personalized Storydoc is created, the link should be stored in the system where your team actively works, typically your CRM.
Clay is not used as the system of record for Storydoc links.
How the write-back works
Once Storydoc generates a new version, the automation updates the originating CRM record using supported CRM actions, such as:
Update Lead
Update Contact
Update Deal
Update Account
The Storydoc URL can be stored in:
A custom CRM field (recommended)
Notes or description fields
Activity or engagement fields, depending on the CRM
This ensures Storydoc links are easy to find and share directly from the CRM.
Recommended automation workflows
Workflow 1: Enrich leads before Storydoc creation
Trigger: New lead created in CRM
Action: Create or update record in Clay
Action: Enrich data in Clay
Action: Create Storydoc version using enriched data
Write-back: Store Storydoc link in the CRM lead or contact record
Workflow 2: Generate Storydocs for enriched accounts
Trigger: Account or company updated in CRM
Action: Update record in Clay with latest data
Action: Create Storydoc version
Write-back: Store Storydoc link in the CRM account or deal record
Workflow 3: Use Clay as a personalization layer for outbound
Trigger: New row added to Google Sheets or form submission
Action: Create record in Clay
Action: Enrich and normalize data
Action: Create Storydoc version
Write-back: Store Storydoc link in the CRM or outreach tool