A GTM data platform that combines 100+ enrichment sources with AI research agents to build hyper-personalised outbound campaigns at scale.
A GTM data platform that combines 100+ enrichment sources with AI research agents to build hyper-personalised outbound campaigns at scale.
Clay is the tool that has quietly reshaped how modern sales and growth teams build outbound. At its core, Clay is a spreadsheet-like data workspace where each row is a person or company and each column is an enrichment: 100+ integrated providers (Apollo, ZoomInfo, LinkedIn Sales Navigator, Clearbit, People Data Labs, and dozens more) can each fill in a cell, so you can waterfall through providers until you get an answer. On top of that, Clay's AI 'Claygent' will read a website, LinkedIn profile, or news article and pull structured answers — 'what does this company sell?', 'who is their VP of engineering?', 'have they hired for a role like X in the last 6 months?' — that no static data provider offers. Combine those signals and you can build hyper-personalised outbound at scale: a table of 5,000 companies scored on ICP fit, enriched with three provider-agnostic phone numbers, an AI-written first sentence referencing a specific recent hire, and then piped into Outreach, Salesloft, HubSpot, Instantly, or Smartlead. Clay pricing scales with credits (each enrichment uses credits) across Starter, Explorer, Pro, and Enterprise tiers, plus usage-based add-ons for Claygent research. It's a developer-flavoured tool but doesn't require code — just a strong sense of how to compose enrichment steps.
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Clay is the most powerful data enrichment and outbound automation platform available, with 150+ data providers accessible through a spreadsheet-like interface. The AI-powered waterfall enrichment finds data that no single provider can match. The learning curve is steep and credit costs can escalate, but for revenue teams serious about data-driven outbound, Clay delivers unmatched depth and flexibility.
Natural-language AI agent that browses the public web on demand to answer custom research questions per row — extracting pricing pages, summarizing posts, checking hiring status, identifying tech stacks — and writes structured results back into the table.
Chains 150+ data providers (Apollo, ZoomInfo, Hunter, Clearbit, BuiltWith, Datagma, and many more) in a configurable fallback order, charging credits only for the provider that returns a valid result. Materially improves email, mobile, and firmographic match rates compared to single-vendor approaches.
Visual builder for chaining enrichment, AI, conditional logic, and destination steps into reusable end-to-end workflows that can be triggered by webhooks, schedules, CRM events, or signal changes.
Buying-intent layer that monitors job changes, funding announcements, hiring trends, and technology adoption, then triggers Clay workflows or alerts when target accounts match defined ICP criteria.
Build dynamic, enriched audiences and sync them directly to LinkedIn, Meta, and Google Ads for coordinated ABM campaigns, with automatic refresh as new accounts qualify or disqualify.
Native, two-way integration with Salesforce and HubSpot to push enriched data, scores, and AI-generated fields back into the CRM, and to trigger Clay runs based on CRM events.
Built-in cold email sequencer for teams that want to send personalized outbound directly from Clay using AI-generated copy grounded in enriched data, without a separate engagement tool.
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Through late 2025 and into 2026, Clay has heavily invested in Claygent, expanding it from a single-prompt research tool into a multi-step agent capable of chained reasoning across pages and structured-output schemas. Sculptor was introduced as a dedicated workflow builder, and Signals added buying-intent triggers that can automatically fire Clay workflows when ICP-matching events occur.
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