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Clay
A flexible data enrichment and GTM workflow builder for teams that want to design their own plays.
Enrichment · third-party tool · Setup: Advanced (our estimate) · Last verified 2026-10-14
Our take
Clay aggregates data from many providers into tables you can enrich, score, and route, with agents that run research and personalized outreach. It rewards teams willing to build, and in our view it has a steeper learning curve than a plain database. Credit and action usage drives cost, so model your volumes against the pricing page.
Opinion based on the vendor's published documentation. We have not tested this product hands-on. How we review.
Key features
- Waterfall enrichment across 200+ data and AI vendors from one contract
- Enrich, score, and route leads to reps
- Intent and engagement signals for prioritization
- CRM auto-sync and enrichment on Growth and above
- Push audiences to LinkedIn, Meta, and Google Ads
From the vendor's page: www.clay.com
Pros (our view)
- Very flexible, combines many data sources
- Free plan for experimenting
Cons (our view)
- Usage-based credits make cost harder to predict
- Takes real setup time to get value
Alternatives to Clay
- Apollo.io
A combined B2B database and outreach tool with a free tier, a common first prospecting stack.
- ZoomInfo
A large B2B data provider with intent signals and AI features, priced by quote.
- Lusha
A contact data provider with a free tier, a Chrome extension, and an MCP server for AI assistants.
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