Quick Verdict
Clay is a creative data enrichment and outreach platform that connects 100+ data providers to build comprehensive prospect profiles. Use AI to research leads, personalize messages, and automate prospecting workflows that would take hours manually.
Best for: Growth teams, Sales ops professionals, Personalization at scale, Data-savvy marketers
Clay
Clay is a creative data enrichment and outreach platform that connects 100+ data providers to build comprehensive prospect profiles. Use AI to research leads, personalize messages, and automate prospecting workflows that would take hours manually.
Best for: Growth teams • Sales ops professionals • Personalization at scale • Data-savvy marketers
Key Features
- 100+ data integrations
- AI research agent
- Waterfall enrichment
- AI message writing
- Automated workflows
- Chrome extension
- CRM sync
- API access
Pros
- Incredible data flexibility
- Great for personalization
- Saves hours of research
- Active development
- Strong community
Cons
- Learning curve
- Can get expensive
- Requires technical thinking
- Credit system complex
Pricing
| Plan | Details |
|---|---|
| Free | Yes - 100 credits |
| Starter | $149/mo |
| Pro | $349/mo |
| Enterprise | $800+/mo |
150+ data providers
Tips & Best Practices
Design your enrichment strategy first: define ICP fields, contact categories, and source-of-truth rules before building tables
Build waterfall enrichment by cost-coverage-quality: start with cheaper broad sources, then premium vendors for missing fields
Standardize key fields inside Clay before CRM sync: normalize country, industry, job level to match your CRM picklists
Focus enrichment on revenue-critical fields: ICP scoring, contactability (verified email, mobile), and personalization triggers
Use If column is empty then patterns to chain providers without redundant enrichment or overwriting better data
Build separate views for each stage: Raw accounts, Qualified accounts, Contacts to enrich, Ready for outbound
Run small pilots of 500-1000 accounts first to measure match rates and bounce rates before scaling recipes
Features
- 100+ data integrations
- AI research agent
- Waterfall enrichment
- AI message writing
- Automated workflows
- Chrome extension
- CRM sync
- API access
Best for: Growth teams • Sales ops professionals • Personalization at scale • Data-savvy marketers
Pros
- Incredible data flexibility
- Great for personalization
- Saves hours of research
- Active development
- Strong community
Cons
- Learning curve
- Can get expensive
- Requires technical thinking
- Credit system complex
Final Recommendation
Clay is a freemium AI tool best suited for Growth teams and Sales ops professionals.