Is Clay + Cowork the new ABM?

This duo lets you do personalized, relevant and timely outreach.

That's Jon Russo and I explored this week on my newsletter, Stack & Scale.

Jon is the founder and CMO of B2B Fusion and has been doing ABM longer than most people have had a LinkedIn account. When he calls something "the new ABM," it's worth paying attention.

Here's what we built.

Clay enriches the target account, finds the buying committee, pulls signals like headcount growth and tech stack, and outputs the data to a Google Doc.

That doc goes into Claude Cowork alongside your messaging framework, objection library, battle cards, and personas.

Cowork reads all of it and writes a 3-touch cadence that names the prospect's stack, weaves in your competitive angle, and stays under 100 words per email.

We ran it on a real account. The output was cadence-ready. No SDR swivel-chairing across five screens to pull it together.

Jon's rule is to the Clay app itself for high-volume transactional outreach.

Cowork + the Clay plugin for strategic accounts, where you only get one shot.