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Jacob Tuwiner
"I’ve probably enjoyed working with you more than any other agency or consultant—you’ve been so accommodating, open, and engaged throughout the process…The ICP data, completeness and quality was amazing, the insights we were able to glean were top notch and it’s being talked about and used by pretty much everyone at the company including our senior leadership.”
- Nick Rust, Marketing Operations Manager @ Tracksuit
About the Company
Tracksuit is a fast-growing SaaS solution for ongoing brand health measurement. Instead of one-off studies, Tracksuit gives consumer-facing companies a monthly view of brand awareness, consideration, and overall brand perception—so they can see the real-time impact of their brand-building efforts. Tracksuit tripled its ARR over the past three years, doubled it last year, and is on track to double again this year. They needed a solid, trustworthy, and scalable data foundation to continue fueling such rapid growth.
- Industry: Brand Tracking / Market Research
- Company Type: B2B SaaS
- Website: www.gotracksuit.com
- CRM: HubSpot
- Integrations:
- Clay
- Sculpted’s custom HubSpot enrichment rule engine
- (Multiple third-party data vendors via Clay
Watch The Interview with Nick
The Challenge
When Nick joined Tracksuit as the first Marketing Operations hire, he discovered that the HubSpot CRM was “a mess.”
Despite tremendous growth and a high volume of inbound leads, the CRM was unreliable. His first four main challenges were:
- Lack of Trust in the CRM
- “HubSpot was a little bit of a mess—duplicates, inconsistent entries, and over a thousand random properties. People didn’t have confidence in the data that was in the CRM.”
- Inability to make strategic decisions
- “Bad data makes it difficult to create trustworthy reports or decide which leads are truly serviceable. Without reliable info on geography and business type, it’s impossible to properly target or plan campaigns.”
- Limited Data Coverage from Traditional Vendors
- “Vendors like ZoomInfo and Apollo often excel in certain geographies or industries but fall short in others, leading to patchy or inconsistent enrichment.”
- No Standardized Process for Enrichment
- “Everyone tried one-off solutions without set rules. The result was an unstructured system, no AI checks, and no control over which data to enrich—wasteful and imprecise.”
Without a unified, flexible way to enrich the CRM, Nick and the Tracksuit team struggled to scale effectively and confidently.
The Solution
To tackle these challenges, Nick researched a more customizable path to data enrichment and discovered Clay—a platform with over 100 integrations and custom AI prompts, that allows advanced, rule-based enrichment.
However, building out the exact workflows needed was no small feat, especially under time pressure.
That’s where Sculpted came in.
1. Unlocking Flexibility with Clay
Tracksuit found that Clay offered the freedom to set up a true “enrichment waterfall.” For example:
- Vendor A for the U.S., Vendor B for Europe
- AI Cross-Checks: Using GPT or other AI to decide which data vendor output was likely more accurate.
- Cost-Saving Logic: Halting enrichment if a lead is outside Tracksuit’s target markets.
“Clay lets us build custom rules, almost like having a human look at every record. We no longer rely on one data provider’s strengths—or weaknesses—in every region.”
2. Partnering with an Agency for Speed & Expertise
Despite Clay’s power, Nick knew Tracksuit needed outside help:
- Rapid Implementation: Tracksuit didn’t have months to experiment.
- Technical Knowledge: Clay alone doesn’t offer certain native features for cost or data-accuracy controls.
- Configuration Best Practices: From building cost-efficient workflows to making sure data overwrites happen only where they should.
“We needed an agency that truly understood Clay’s flexibility and had the engineering chops. Sculpted fit perfectly.”
3. Building an Advanced Enrichment Workflow
One of the most intricate workflows Sculpted delivered involved “standing down” automation when a human user updated the CRM—particularly for active deals or customers. Key highlights:
- Segment-Based Enrichment: Different rules for customers, open deals, or general leads.
- Nine-Month Override: If a sales rep updates a property, Clay won’t overwrite it for nine months.
- AI Validation: AI compares vendor data with known info, ensuring minimal inconsistencies.
“Without Sculpted, we wouldn’t have even been able to try something this advanced. They took a super-complex problem and made it simple.”
4. Ensuring Data Accuracy Before HubSpot Updates
Sculpted designed a thorough QA process:
- Batch Testing: Small data subsets were enriched first, with changes checked for accuracy.
- Rule Validation: Every data point adhered to the pre-set logic and custom-coded “rules engine.”
- Ongoing Human Oversight: Sculpted and Tracksuit performed spot checks on questionable results.
“We tested everything in smaller samples before we updated the entire CRM. Every check followed our rules perfectly—and the final data was more accurate than I’d ever expected.”
5. Choosing Sculpted Over Other “Claygencies”
While many Clay-focused agencies specialize in outbound “email personalization at scale,” Sculpted stood out by focusing on data foundations:
- Understanding Tracksuit’s Strategic Goals: Sculpted knew Nick needed a reliable, flexible data infrastructure, not just a quick fix for outbound campaigns.
- Tailored Deliverables: Their statement of work broke down the project’s complexity and timeline so Tracksuit knew exactly what to expect.
- Reasonable Pricing & Ongoing Support: Sculpted’s approach allowed for exploration, rule refinement, and co-development, rather than a rigid set of deliverables.
“Other agencies just wanted to show me how they’d do batch outbound email campaigns. Sculpted understood that we needed a strong CRM foundation first—and that made all the difference.”
The Results
After implementing Clay with Sculpted’s expert guidance, Tracksuit finally overcame its “messy” CRM challenges. Here’s a snapshot of the key outcomes:
- Reduced HubSpot Properties by 75%: From over a thousand properties down to a more manageable set, making reports clear and concise.
- Significantly Fewer Duplicates: HubSpot duplication dropped from “through the roof” to a fraction of its previous levels.
- Increased Trust in Data: Teams can now confidently run lead scoring, ICP-based segmentation, and time-zone–specific email campaigns.
- Cost Savings & Efficiency: By halting enrichment on non-serviceable leads and leveraging AI logic, Tracksuit avoids expensive data enrichment on dead-end records.
- Stronger Cross-Team Alignment: Sales, marketing, and operations now rely on the same high-quality data to inform decisions, ensuring no more “guesswork” on which leads to pursue.
“We wouldn’t have been able to do a tenth of what we set out to achieve without Sculpted. Clay plus Sculpted’s technical prowess was exactly the partnership we needed to restore our CRM data and drive smarter, more efficient growth.”
As Tracksuit continues to expand into new markets, the flexibility built into Clay’s enrichment workflows—alongside Sculpted’s ongoing expertise—ensures that their CRM remains trustworthy and adaptable for whatever challenges come next.