Clay is a GTM data platform that lets revenue teams build sophisticated prospecting and enrichment workflows without writing code. By connecting more than 100 data providers — Apollo, LinkedIn, Clearbit, Hunter, and dozens more — Clay enriches contact and account records with multi-source data and uses AI to generate hyper-personalised outreach at scale.
Product Overview
Clay's core concept is the data table: a spreadsheet-like environment where each row is a prospect and each column is an enrichment source or computed field. Teams can stack enrichment waterfalls (try Apollo first, fall back to Hunter, then Clearbit) to maximise coverage at minimum cost. Claygent — Clay's AI research agent — can autonomously browse company websites, LinkedIn profiles, and news to write personalised email icebreakers for every row in the table. The result is outreach that reads like it was manually researched, generated at the speed of automation.
Key Features
- 100+ Data Source Integrations: Pull enrichment from Apollo, LinkedIn, Clearbit, Hunter, Crunchbase, Bombora, and 90+ more — in one workflow.
- Enrichment Waterfalls: Chain multiple data providers in priority order — Clay tries each source in sequence until it finds the data.
- Claygent (AI Research): AI agent that autonomously browses the web to research prospects and generate personalised messaging at scale.
- AI Email Personalisation: GPT-4-powered prompts that generate unique icebreakers, value propositions, and subject lines per contact.
- CRM & Sequencer Push: Send enriched, personalised data directly to HubSpot, Salesforce, Outreach, Salesloft, or Instantly.
Best For
Outbound-focused sales and growth teams, SDR leads, and RevOps practitioners who want to build sophisticated, data-rich prospecting workflows without an engineering team.
Pricing
Starter at $149/month (2,000 credits); Explorer at $349/month; Pro at $800/month; Custom enterprise pricing. Credits consumed per enrichment action.
Key Integrations
Salesforce, HubSpot, Apollo.io, LinkedIn, Outreach, Salesloft, Instantly, Lemlist, Slack, Webhooks
Pros
- Most comprehensive enrichment waterfall system available
- Claygent AI research is a genuine differentiator
- Eliminates the need for multiple point data tools
- Active community and fast product development
Cons
- Credit model can be hard to predict before running large workflows
- Learning curve is steep for non-technical users
- Can get expensive at scale with multiple premium data sources
