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Clay is an AI-powered prospect enrichment and outbound platform that waterfalls 150+ data providers into a spreadsheet-native workflow, with Claygent AI research agents for custom columns.
Clay is an AI-powered prospect enrichment and outbound platform that waterfalls 150+ data providers into a spreadsheet-native workflow, with Claygent AI research agents for custom columns.
Clay combines a spreadsheet-style UI with a waterfall data enrichment engine that queries 150+ providers (Apollo, ZoomInfo, Cognism, People Data Labs, Datagma, and more) in a configurable order to maximize match rate while minimizing cost. Claygent AI agents run per-row custom research (browse website, read news, summarize LinkedIn) into structured columns. Signals surface real-time intent triggers (job changes, funding, tech-stack shifts). Native Salesforce/HubSpot sync, LinkedIn/Meta Ads audience push, and a template library (Blueprints) round out the platform.
Clay is the strongest data enrichment platform available for revenue teams that prioritize coverage and personalization over simplicity. Its waterfall enrichment across 150+ providers delivers match rates that no single-vendor tool can replicate, and Claygent adds an AI research layer that eliminates hours of manual prospect research. The platform earns high marks for integration breadth (4.9/5) and feature depth (4.8/5), but the credit-based pricing model and steep learning curve bring down ease-of-use (3.4/5) and value (3.9/5) scores. Teams that invest the time to learn Clay's workflow builder typically see dramatic improvements in outbound pipeline quality, but those expecting a plug-and-play experience may find the ramp-up frustrating. Best suited for mid-market and enterprise revenue teams with dedicated RevOps support.
Clay's signature capability — sequential querying of multiple data providers for each contact or company field. When searching for a work email, Clay queries Provider A first; if no result is found, it falls back to Provider B, then C, and so on through 150+ sources. This approach achieves 70–85% match rates compared to 40–60% from single providers. Users only pay credits for successful matches, eliminating waste from failed lookups.
Use Case:
A sales team targeting mid-market CFOs configures a three-step email waterfall: first Clearbit, then Hunter, then Lusha. Clay finds verified emails for 82% of their 2,000-contact list compared to 55% from their previous single-provider setup, resulting in 50% more prospects entering their outbound sequence.
Clay's built-in AI agent that performs live web research to generate custom, unstructured data points about prospects and companies. Unlike database lookups, Claygent browses websites, reads news articles, and analyzes public content to answer natural-language questions. Results are returned as structured data in Clay's spreadsheet columns, enabling research at scale that previously required manual SDR work.
Use Case:
A SaaS company selling to e-commerce brands uses Claygent to research each prospect's online store, identify their payment processor, estimate their product catalog size, and summarize recent press coverage — generating four custom data columns that enable hyper-personalized outbound messaging.
Automated monitoring of target accounts for buying intent signals. Tracks job changes (new decision-makers joining target companies), funding announcements, executive hires, technology adoption, and company news. Signals are surfaced in real-time and can trigger automated enrichment workflows and outreach sequences when a buying trigger is detected.
Use Case:
An enterprise software company monitors 5,000 target accounts for CTO and VP Engineering job changes. When a new CTO joins a target account, Clay automatically enriches their profile, researches their background with Claygent, and pushes the enriched contact to Outreach with a personalized sequence referencing their career history.
Spreadsheet-style interface where each column represents an enrichment step, formula, or action. Users build multi-step data pipelines by adding columns — no code required. Supports conditional logic, data transformations, deduplication, and scoring. Templates and community Blueprints provide pre-built workflows for common use cases like email waterfall, ICP scoring, and lead routing.
Use Case:
A recruiting agency builds a workflow that imports companies from a CSV, enriches each with headcount and industry data, filters for companies with 50–500 employees in SaaS, finds VP Engineering contacts with waterfall email enrichment, and pushes qualified leads to their Pipedrive CRM — all configured as columns in a single Clay table.
Direct bidirectional integration with Salesforce, HubSpot, and Pipedrive that automatically syncs enriched data between Clay and the CRM. Supports pulling existing contacts into Clay for re-enrichment, pushing newly enriched prospects into the CRM, and keeping records updated as new data becomes available. Mapping rules control which fields sync and how duplicates are handled.
Use Case:
A B2B company connects Clay to HubSpot and sets up automatic enrichment for every new inbound lead. When a prospect fills out a form, Clay enriches the record with company size, industry, tech stack, and decision-maker contacts within minutes, then pushes the data back to HubSpot where it feeds lead scoring and routing workflows.
Built-in email campaign tool (Clay Sequencer) available on all plans, supporting multi-step cold email sequences with personalization variables pulled from enrichment columns. Additionally, Clay can push enriched prospect lists as custom audiences to LinkedIn Ads and Meta Ads, enabling coordinated multi-channel account-based campaigns from a single workspace without manual CSV exports.
Use Case:
A marketing team runs an account-based campaign: Clay enriches a target account list with decision-maker contacts and company data, sends personalized cold email sequences via Clay Sequencer, and simultaneously pushes the same contact list to LinkedIn Ads for sponsored content retargeting — coordinating email and paid channels from one table.
$0
~$113–$185
~$205–$405
Custom (published tiers reach $1,913–$2,125+/mo)
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Through early 2026, Clay has expanded Claygent into a more autonomous multi-step research agent capable of chaining together web searches, page reads, and data lookups to answer complex prospecting questions in a single column. The platform introduced native signal tracking for monitoring job changes, funding events, and technology adoption across target account lists. New CRM sync improvements enable real-time bidirectional data flow with Salesforce and HubSpot. Clay also launched pre-built workflow templates (called Blueprints) contributed by the community, making it faster for new users to deploy proven enrichment and outbound workflows without building from scratch.
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CRM & Sales Tools
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CRM & Sales Tools
Multichannel cold outreach platform combining personalized email campaigns with image/video personalization, LinkedIn-related outreach steps, calling workflows, a lead finder/database, and deliverability tooling.
Pricing and features change often. If anything on this Clay page is wrong or missing, tell us and include a link to the source. We review every correction.