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Clean CRM with accurate names, domains, headcount, and company-to-company associations if recently acquired

Clean CRM with accurate names, domains, headcount, and company-to-company associations if recently acquired

How Nook.ai keeps CRM records clean and updated, even if companies have recently been acquired.

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Before you begin

Most go-to-market workflows break down before they even begin because the data at the top of the funnel is already flawed. Inaccurate company names, stale headcounts, and unresolved M&A records lead to bad routing, missed opportunities, and bloated CRMs.

For Nooks.ai (one of our Sculpted.agency clients), the problem was no different. 

So we created this Claybook that introduces a structured data workflow purpose-built to solve the problem. 

It’s a modular workflow that transforms messy company inputs into clean, enriched records ready for routing, enrichment, and reporting. 

Here's how it works:

  • Intake & Normalization: It starts by cleaning raw company names and domains—removing URL junk, fixing casing, and standardizing formats.
  • B2B SaaS Classification: Next, it determines whether the company is both B2B and SaaS, so you can filter out irrelevant records early.
  • M&A Detection: It checks for acquisitions, identifies the acquiring and acquired companies, and corrects name/domain mismatches.
  • Acquisition Status Check: If a company was acquired, it flags whether the brand is still active (sells independently) or inactive (fully absorbed).
  • Headcount Enrichment: Finally, it pulls accurate employee counts from LinkedIn with two fallbacks—ensuring >95% coverage and 99% accuracy.

With this Claybook, you can tackle three of the most common go-to-market data issues:

  1. M&A Chaos: Acquisitions often leave duplicate records and misnamed brands that confuse routing logic.
  2. Headcount Errors: Reps get SMB accounts routed as Enterprise—or the reverse—due to stale or misattributed employee counts.
  3. CRM Bloat: Inactive brands clutter reporting and confuse account ownership.

Watch the full guided demo below, or skip ahead for a step by step breakdown:

Information
Follow the step by steps here in Clay
Download the free template
2
Step 2:

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Add company names and domains to the first table

To start this workflow, manually enter record IDs (optional, but recommended), company names, and company domains into the first three columns, respectively. From there, Clay will automatically normalize company names and domains, then write that data to a second table for further enrichment.

To learn how to write data to a different table, take the Clay 101 lesson: Mastering Write to Table.

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Step 3: 

Edit AI prompts to fit your category and business

The second table “B2B SaaS Check” uses a series of Claygent and ChatGPT prompts (six total) to identify whether or the company is a SaaS company in B2B: 

  • SaaS Research (3 prompts):
    1. Company description
    2. What they sell
    3. Pricing model
  • B2B Research: Single Claygent prompt to analyze target customers.
  • Decision prompts: Two separate evaluations:
    1. SaaS check: Reviews 3 SaaS Research summaries → returns is_saas
    2. B2B check: Analyzes target custom summary→ returns is_b2b

Replace the six prompts with your own category definitions to tailor the table to your needs. After the table determines whether or not the company fits your stated criteria (in our example, B2B SaaS), it writes those companies to a new table for further enrichment. 

To learn how to master AI prompting, take the Clay 101 lesson: The S.P.I.C.E Framework

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Step 5: 

Enrich companies with employee headcount

Next, we’re going to enrich companies with employee headcount. To do that, we enrich companies with their LinkedIn company data. If a company doesn’t exist in Clay’s database (rare, but it happens), you can use Apify (natively integrated with Clay but you need your own account to run it) to find additional company headcount.

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Step 6: 

Update CRM records

Last, it’s time to update your CRM with clean company names, domains, and employee headcount, and create a company-to-company association if a company was acquired by another company. 

This final table includes all of the data we collected in the previous tables that you need to push to your CRM to update, organized into one pane of glass. Simply add a CRM lookup column, or create/update object column. You can push data to any CRM or export via CSV as well. 

To learn how to create or update objects in CRM, take the Clay 101 lesson: Mastering CRM data export.

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