Build Your First GTM Agent in Clay: Turn Events Into Pipeline

Merve Isler

Founder & CEO, Marvelous · IRL GTM

Great conversations shouldn't die in a spreadsheet

You meet great people at events, in your inbox, and on calls. Then the week gets busy, the notes sit in a spreadsheet, and the follow-up never goes out.

In this course you build the fix yourself, live, in Clay. Audiences hold your people and companies. Workflows do the work: intake, dedupe, scoring, routing, and personal follow-up. You build each piece by hand first, then rebuild it with AI and check the result.

Events are the worked example, but the skill is GTM engineering, and it carries to any lead source. You get a sample kit, so you don't need your own data, event, or sending domain.

Four live 90-minute sessions plus a 60-minute bonus build, over two weeks. You leave with a system that runs, and you can explain every part of it.

What you’ll learn

Build a working Clay system that turns events into scored, personal follow-up

Bring contacts into Audiences so each person and company has one profile you can trust.
Practice enrichment in a table first, then move intake into Audiences, your data layer from then on.

Catch each new contact and check it against duplicates and existing customers.
Score fit and intent, then route each person to the right next step, so no lead sits untouched.

See exactly what your system knows about each person before anything is automated.
Keep credit costs low by enriching only what a decision actually needs.

Add AI personalization that sticks to your data and never invents a fact.
Skip anyone who shouldn't be contacted, and make sure no one gets the same message twice.
Send a safe pilot to test inboxes, never to real people.

Pick up the Clay CLI step by step, with no coding background needed.
Use it to inspect and manage the Workflows you built in the app.

Test duplicates, missing data, opt-outs, and failed steps, then fix what breaks.
Walk through your build in a practice defense modeled on how Clay's certification interview works.
Leave with a tested system, an evidence packet, and a plan for taking Clay's certifications.

Learn directly from Merve

Merve Isler

Contact

Founder & CEO, Marvelous · Clay certified · ex-Google

See all products from Merve

Who this course is for

SDRs and BDRs moving into GTM engineering who want follow-up that runs on its own, so their time goes to real conversations.
AEs and founders who run events, dinners, and field moments, and want every good conversation to turn into a next step and pipeline.
RevOps, sales ops, and marketing ops people who own lead flow and want to build it the new way, with Clay Audiences and Workflows.

What's included

Live sessions

Learn directly from Merve Isler in a real-time, interactive format.

Bonus build: turn events into pipeline

A 60-minute live session where you add event signals and build an agent that writes follow-up from what was actually said.

Sample kit to build with

A sample dataset, a simulated inbound feed, a simulated signal feed, templates, and prompts. Practice sends go to test inboxes.

Guided prework

About 90 minutes to set up your Clay workspace and check everything works before Session 1.

Course community on Maven

Ask questions, share your build, and get feedback from classmates during the cohort.

Certificate of completion

Maven sends it the day after the cohort ends, once you finish the end-of-course reflection. Add it to LinkedIn.

Session recordings and ongoing access

Live on Google Meet; recordings posted to the course page after each session. Keep them and all materials at maven.com/me.

Free Clay credits for every enrolled student

50,000 actions and 30,000 data credits for 90 days, provided by Clay.

Maven Guarantee

Your purchase is backed by the Maven Guarantee.

Course syllabus

Week 1

Jan 12—Jan 17

Jan

Session 1: Enrich and score, by hand first

Tue 1/126:00 PM—7:30 PM (UTC)

Jan

Session 2: Audiences and inbound Workflows

Fri 1/156:00 PM—7:30 PM (UTC)

Week 2

Jan 18—Jan 22

Jan

Session 3: Personal follow-up with Workflows and the CLI

Tue 1/196:00 PM—7:30 PM (UTC)

Jan

Bonus build: turn events into pipeline

Wed 1/206:00 PM—7:00 PM (UTC)

Jan

Session 4: Audit, test failure, and defend the build

Fri 1/226:00 PM—7:30 PM (UTC)

About Clay certification

This course is designed to help you prepare for Clay's Automated Inbound and Outbound Automation certifications. Clay runs and grades the certifications, and the course doesn't guarantee a pass. You leave with a working build, practice explaining your design decisions, and a plan for taking the certifications after the course.

Schedule at a glance

Prework opens: Fri Jan 8, 2027 (about 90 minutes)
Session 1: Tue Jan 12, 10:00 to 11:30 AM PT
Session 2: Fri Jan 15, 10:00 to 11:30 AM PT
Session 3: Tue Jan 19, 10:00 to 11:30 AM PT
Bonus build: Wed Jan 20, 10:00 to 11:00 AM PT
Session 4: Fri Jan 22, 10:00 to 11:30 AM PT
10:00 AM PT is 1:00 PM ET, 6:00 PM London, and 7:00 PM Berlin.

Early bird and scholarships

Early bird: $699 through Fri Dec 18, 2026 at 11:59 PM PT. Use code EARLYBIRD at checkout. Regular price: $899. Both get the same course.

Clay's community scholarship fund may cover part or all of the tuition for some students. Coverage varies by program and candidate. Apply at clay.com/community-scholarship.