B2B sales intelligence and outreach in one platform
Freemium
Free trial
Clay
GTM data enrichment and AI prospecting automation
Freemium
Free trial
Overview
What Clay Does
Clay is a go-to-market (GTM) infrastructure platform that helps sales, marketing, and RevOps teams find, enrich, and act on prospect data at scale. It combines data enrichment, AI research agents, and workflow automation in a spreadsheet-style interface, letting teams build lead lists and run outbound without stitching together separate tools.
Data Enrichment and Signals
The platform's core is its "waterfall" enrichment, which queries 150+ premium data providers in sequence to maximize coverage on emails, phone numbers, and firmographic details. Clay also tracks intent signals such as job changes, website visits, and hiring activity so teams can prioritize accounts that show buying interest.
AI Agents and Automation
Claygent, Clay's AI research agent, can search databases and read web content to answer custom questions about companies and contacts. Combined with AI formatting, conditional logic, and a natural-language workflow builder, users can clean data, score leads, and personalize messaging programmatically rather than by hand.
Execution and Integrations
Beyond enrichment, Clay includes a native email sequencer, ad syncing to LinkedIn, Meta, and Google, and two-way CRM integrations with Salesforce and HubSpot. API and webhook support let teams push enriched data into existing systems or trigger downstream actions.
Pricing Model
Clay uses a credit-and-action model layered on top of monthly plans, so costs scale with how much data you pull and how many workflow steps you run. This is powerful for high-volume teams but requires some planning to keep spend predictable.
Pros
- ✓Aggregates 150+ data providers in one place via waterfall enrichment
- ✓Flexible spreadsheet interface that fits varied GTM workflows
- ✓AI research agents handle custom data lookups at scale
- ✓Strong CRM, ad platform, and API integrations
- ✓Generous free plan for testing before committing
Cons
- ✕Credit-and-action pricing can be hard to predict at scale
- ✕Steep learning curve for building advanced workflows
- ✕Data costs add up on top of base subscription
Key features
Waterfall enrichment
Queries 150+ data providers in sequence to maximize coverage on emails, phones, and company data.
Claygent AI agents
AI research agents that search databases and web content to answer custom questions about leads.
Intent signals
Tracks job changes, website visits, hiring, and other buying signals to prioritize accounts.
Workflow automation
Spreadsheet-style tables with conditional logic, AI formatting, and a natural-language builder.
Native email sequencer
Send and manage personalized outbound campaigns directly from enriched lists.
CRM and API integrations
Two-way sync with Salesforce and HubSpot, plus webhooks and HTTP API for custom flows.
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Frequently asked questions
- Clay is used by sales and RevOps teams to enrich prospect data, run AI-powered research, build targeted lead lists, and automate outbound campaigns.
- Yes. Clay offers a free plan with limited monthly actions and data credits, plus a 14-day trial on paid tiers.
- Plans bundle a set number of actions and data credits each month, and costs scale with usage. Paid plans start around $185/month, with custom Enterprise pricing for high volume.
- Claygent is Clay's AI research agent that can search databases and read web pages to answer custom questions about companies and contacts.
- Yes. Clay offers two-way sync with Salesforce and HubSpot, plus webhooks and an HTTP API for custom integrations.
Editor’s note
Clay has become a go-to platform for modern outbound teams that want enrichment, AI research, and automation in one workspace. The flexibility is its biggest strength, but the usage-based pricing and learning curve mean it pays off most for teams running serious GTM volume.