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Clay
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Clay

Clay is an AI data enrichment platform for sales teams that automatically enriches leads with data from 75+ sources.

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Clay is an AI data enrichment platform for sales teams that automatically enriches leads with data from 75+ sources.

Pros & Cons

Vorteile

  • Most comprehensive data enrichment
  • Claygent very powerful
  • Saves many manual research tasks
  • High G2 rating

Nachteile

  • Expensive for small teams
  • Learning curve
  • Credits consumed quickly

Features

AI-Powered Lead Enrichment

Automatically enriches lead lists with data from 75+ integrated sources: LinkedIn, Clearbit, Hunter, and more.

Claygent (AI Research Agent)

AI agent that independently conducts individual research on each lead and enters the results into the table.

Personalized Outreach Automation

Creates highly personalized cold emails and LinkedIn messages at scale based on enriched data.

Waterfall Data Enrichment

Automatically checks multiple data providers in sequence and uses the cheapest source that delivers good data.

Webhooks & API Integration

Integrates into CRMs, sales engagement tools, and workflows via webhook, Zapier, or direct API.

No-Code Table Interface

All functions are accessible through a familiar, spreadsheet-like interface — no coding required.

In Detail

What Is Clay?

Clay is a B2B data enrichment and prospecting platform that aggregates over 75 data sources into a single, spreadsheet-like workspace. Instead of paying for five different data vendors and manually reconciling their outputs, Clay runs them in a waterfall sequence — moving to the next source only when the previous one returns no result — so you get maximum coverage at minimum cost.

The Claygent AI Agent

Clay's standout feature is Claygent, an AI web research agent that can browse the open web and extract custom information about any company or person. You can write a prompt like "Find the VP of Sales at this company and summarise their last three LinkedIn posts" and Claygent will execute it at scale across your entire list. This enables hyper-personalised outreach that would take a human researcher hours to compile.

Building & Automating Outreach Workflows

Clay integrates with CRMs, sales engagement tools, and enrichment APIs through a no-code table interface. You can build triggers that automatically enrich new leads from your CRM, score them, and push enriched records back — all without writing code. Popular use cases include enriching inbound leads in real time, building account-based marketing lists, and cleaning stale CRM data.

Pricing

Clay offers a free plan with 100 monthly credits for exploring the platform. The Starter plan is $149/month, Explorer is $349/month, and higher-tier plans scale to unlimited enrichment for large teams. Credits are consumed per enrichment action, and the waterfall approach ensures credits are only spent when a source successfully returns data.

FAQ

Clay is an outbound sales platform that combines data enrichment and AI-powered personalization for outreach campaigns. It targets SDRs, growth teams, and B2B sales teams who want to run highly personalized outreach at scale.

Clay integrates 75+ data providers and sources directly in the platform, including LinkedIn, Clearbit, Apollo, Hunter, Crunchbase, and many more. Instead of subscribing to each provider separately, you manage everything in one place.

Clay uses a credits model. Plans start at around $149/month (Starter) up to $800/month (Enterprise). Costs depend heavily on the number of enriched rows.

Clay is designed for technically savvy sales professionals and growth hackers. While no coding is required, some affinity for data and workflows is helpful. The learning curve is steeper than with simple sales tools.

Apollo.io is a comprehensive sales intelligence platform with its own lead directory. Clay is more flexible and data-source agnostic — ideal when you want to combine data from many sources and personalize with AI without being locked into one database.

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