Video
Ripping out legacy ABM: what Sigma and BILL built in Clay
Recorded at Clay Sculpt 2026 | 18 minutes | Watch on demand
BILL once ran go-to-market across more than 50 tools, each with its own specialist and its own sync errors. Sigma’s growth marketers kept buying intent and de-anonymization tools that landed on GTM systems as CSVs and muddy data.
Both teams moved signals and enrichment into Clay. At Clay Sculpt, Iron Horse CEO Uzair Dada asked their GTM engineering leads what changed. Jacob Bruns explains how Sigma shipped a new campaign kit every week for eight straight weeks, and how putting rough versions in front of reps early won sales over. Heenal Unadkat covers what it took to get BILL’s stakeholders behind one system for routing, enrichment and audiences.
Speakers
Uzair Dada
Founder & CEO
What you’ll learn
- How Sigma cut campaign builds from weeks to hours
- Swapping data providers when coverage comes up short
- The feedback loop that gets sales to trust new account lists
- What BILL’s touchless BDR process waits for before a rep calls
Key takeaways
- Iteration speed is the payoff. Moving intent and signal layers into Clay cut Sigma’s time from campaign idea to live data from weeks to days. The Clay CLI cut it again, to hours. Sigma used that speed to run a “summer of PG kits”: eight-plus straight weeks of new ICPs and messaging, each with its own data model. Jacob reports hundreds of meetings and millions of dollars in qualified pipeline from the run.
- One system changes how the team plans. At BILL, routing, enrichment and ABM audiences used to sit with different owners in different tools, and a new process took quarters to roll out. With everything in Clay, teams plan from audience to pipeline as one process. Everyone can see why a record was enriched or coded a certain way.
- Trust comes from fast feedback. Instead of three weeks in the lab on a perfect list, Jacob puts a first version of each kit in front of sales right away and rebuilds from their feedback. BILL plugs in a new data provider when phone or title coverage falls short. Next up for BILL: a touchless BDR process where reps stay off a lead until it shows site visits, email opens and clicks, and answered calls.