Discover folk - the CRM for people-powered businesses
Contact management is where a CRM either remains effective or devolves into chaos. Attio and Clarify
Social selling thrives at the intersection of your CRM and your network. If your tool fails to keep pace with LinkedIn activities, comments, and warm introductions, you not only lose visibility but also risk losing deals to teams that maintain stronger relationships.
folk and Clarify both position themselves as modern, relationship-focused CRMs. Clarify excels in transforming unstructured interactions into organized records, while folk provides teams with a flexible, social-selling-friendly workspace to manage contacts, signals, and pipelines all in one place.
In this comparison, we will explore how each CRM supports genuine social selling workflows, helping you determine which aligns best with your team's approach to building and nurturing relationships.
Why is a social selling CRM essential in 2026?
Most B2B deals begin not with a cold email or a demo request, but with a LinkedIn comment, a repost, a direct message, or a discreet profile visit. If your CRM cannot capture these signals and connect them to actual people and pipelines, your team is navigating blindly while competitors establish relationships right in front of you.
A social selling CRM provides a centralized location to convert these interactions into structured, actionable insights: who engaged, where they came from, what they value, and how close they are to making a purchase. Instead of viewing LinkedIn as merely a 'nice-to-have' awareness tool, it evolves into a measurable, repeatable process within your revenue engine.
With a social selling CRM, your team can:
✔️ Identify buying signals from likes, comments, and profile visits and transform them into follow-up opportunities
✔️ Track which prospects discovered you through content versus outbound efforts, allowing for tailored messaging
✔️ Map relationships across accounts, champions, and influencers—not just contacts on a list
✔️ Report on deals influenced by social activity, rather than attributing all success to last-click channels
What is Attio?
Attio is a modern, customizable CRM designed as a collaborative workspace where teams can centralize contacts, companies, and deals in a single live database. It integrates seamlessly with Gmail and Microsoft 365, automatically syncing emails and calendar events so every interaction is logged on the relevant contact or opportunity timeline. Users can send emails directly from their connected inboxes within Attio, utilize templates, and monitor engagement—all without leaving the platform.
What is Clarify?
Clarify is a CRM that specializes in transforming emails and meetings into structured, searchable relationship data. It's tailored for teams that primarily operate within their inbox and seek automatic logging with minimal manual effort. However, for those needing advanced pipelines or multi-channel outreach, additional tools may be necessary.
Feature comparison of Attio and Clarify
Profile Enrichment & Lead Insights
Attio does not feature a built-in inbox or calendar plugin; instead, it utilizes Zapier's Email by Zapier or Pipedream to capture both inbound and outbound emails, seamlessly integrating them into Attio's contact timelines. Simply set up triggers such as 'New Email Received' or 'Send Email' and map relevant fields like subject, body, and attachments to Attio properties.
Clarify enhances its LinkedIn integration with an enrichment engine to ensure that basic profile details remain current. Through the LinkedIn and Chrome Extension integrations, you can create enriched contacts in Clarify while browsing profiles, allowing essential information to be captured automatically without the need for manual copy-pasting.
Social Listening & Real-Time Alerts
Attio captures email and calendar events through Zapier or Pipedream, meaning the sync frequency is dictated by the plan of your chosen automation platform.
In contrast, Clarify does not offer traditional social listening for brand mentions or comment streams on social media. Instead, its alerts are centered around CRM activities; pipeline updates, record modifications, and other significant events can be delivered through integrations such as Slack, Zapier, webhooks, or the Clarify API.
Social Selling: Which channels?
Regrettably, Attio lacks a built-in mail-merge or campaign feature, so you'll need to use an automation tool like Zapier.
When it comes to social selling, Clarify focuses exclusively on LinkedIn and email, rather than supporting a wide range of networks. With a one-click LinkedIn integration and a Chrome extension, you can quickly add new contacts from LinkedIn to Clarify in just seconds.
In‑Context Messaging with Templates & Sequences
Unfortunately, Attio lacks a native mail-merge or campaign module, so you'll need to subscribe to an automation tool like Zapier.
Clarify positions its AI as a writing co-pilot for crafting follow-up emails and notes from meetings and email threads, rather than as a comprehensive social sequencing engine.
Activity & Engagement Tracking
Attio lacks built-in open or click tracking; instead, email events are captured through Zapier or Pipedream triggers. This requires you to establish your own pixel-and-webhook workflows to track opens and clicks and associate them with contacts. While this setup offers maximum flexibility, it also means you won't have a ready-made analytics dashboard. You'll need to create custom reports using your automation platform or BI tool.
On the other hand, Clarify consolidates essential sales activities by syncing emails, calendars, and meetings into a unified timeline for each contact, company, and deal. When you connect Gmail or Outlook, relevant messages are automatically logged, eliminating the need for reps to manually enter them into the CRM.
folk CRM: The Ultimate CRM for Social Selling!
folk CRM is a contemporary social selling CRM that transforms social selling into a streamlined, repeatable process. It quickly captures contacts, keeps conversations organized, and minimizes tedious tasks through enrichment and smart fields, ensuring timely follow-ups.
Designed for LinkedIn-driven outreach, folk enables teams to centralize leads from diverse sources, arrange them in tailored pipelines, and track all interactions in one location. Automatic contact enrichment fills information gaps, deduplication maintains a clean database, and shared notes and tags facilitate warm introductions and easy access to relationship histories across the team.
For effective daily social selling, folk ensures consistent execution: segment leads, personalize outreach, set reminders, log interactions, and progress opportunities through a pipeline while retaining the personal touch that ultimately seals deals.
Conclusion
In summary, Attio shines with its customizable workspace and seamless email integration, allowing collaborative contact management. Clarify excels in transforming emails and meetings into structured data, making it ideal for inbox-centric teams. However, for teams focused on email integration, automation, and effective sequencing, folk stands out as the superior choice. It streamlines social selling by capturing and organizing leads, ensuring timely follow-ups while maintaining relationship context. With folk, your social selling becomes a consistent, repeatable process.
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