Clay

Clay is a go-to-market (GTM) data platform for sales and growth teams. Go-to-market means the work of finding buyers and winning them. It looks like a spreadsheet, but each column can pull company or person facts from over 200 data and AI vendors, then score, enrich, or route them. More than 500,000 GTM teams use Clay to build agentic workflows, AI-run step-by-step automations that research accounts, personalize outreach, and sync results to CRMs (customer record systems). A free tier covers light testing; check clay.com for current plans.

Key Features

1. 200+ Vendor Data Marketplace

Buy enrichment data from over 200 vendors under one Clay contract. You pay only for the data you actually use.

2. AI Data Enrichment

Every table column can fetch emails, phone numbers, or company facts automatically. Failed lookups cost you nothing.

3. Agentic GTM Workflows

AI agents research accounts, score leads, and draft personalized outreach. Shared learning makes each run smarter.

4. Lead Scoring

Score accounts with custom formulas using firmographics, intent, and engagement signals. Top accounts rise to the top automatically.

5. Intent Signals

Track job changes, hiring posts, and web activity to spot buyers at the right moment. Signals trigger outreach when interest is fresh.

6. CRM and Ad Platform Sync

Push enriched leads into HubSpot or Salesforce and audiences into LinkedIn, Meta, and Google Ads. CRM sync unlocks on higher tiers.

7. Visual Workflow Canvas

Build plays with clicks, code, or chat on a visual canvas. You can see each step, fix errors fast, and reuse logic.

Frequently Asked Questions (FAQ)

What is Clay used for?

Clay is used to enrich lead data and automate sales prospecting. Growth teams use it to research accounts, score leads, and feed clean data to outreach tools.

How does Clay work?

You build a table of companies or people, add columns that pull data from 200+ vendors, and chain steps into automated workflows. Results export to your CRM or email tool.

Is Clay a CRM?

No. Clay is an enrichment and workflow layer that sits between your data sources and sales tools. It prepares and routes data rather than tracking deals.

How do Clay credits work?

Clay runs on credits split into data credits for third-party data and actions for platform work. Each plan includes a monthly allowance, and pricing scales with usage.

Clay vs Apollo — what is the difference?

Clay focuses on enrichment and custom workflows across 200+ data vendors. Apollo bundles its own contact database with email sequences and calling, so it is more of an all-in-one outreach tool.

Conclusion

Clay gives growth teams a spreadsheet-like workspace powered by 200+ data vendors and AI agents. It fits sales ops and marketers who want custom enrichment workflows instead of fixed database lists. The free tier covers testing, while paid plans scale with data credits and actions. Confirm the current credit model on clay.com, since its pricing structure changed in 2026.