Clay is a powerful data enrichment and outbound automation platform designed for B2B revenue teams, growth marketers, and sales professionals. It connects to over 100 data providers—including Clearbit, Hunter, LinkedIn, and more—through a single credit-based system, allowing users to build targeted prospect lists, enrich contact data, and craft AI-personalized outreach at scale. The platform operates through a spreadsheet-like interface where users can create automated workflows called 'claytables' that pull, clean, and transform data from multiple sources simultaneously. Clay's AI agent can research prospects, summarize findings, and draft hyper-personalized email copy. It integrates seamlessly with popular CRMs and outbound tools like HubSpot, Salesforce, and Instantly. Its key differentiator is the waterfall enrichment approach, which sequentially queries multiple providers to maximize data coverage and accuracy.

Pros

1. Access to 100+ data enrichment providers through a single platform eliminates the need for multiple subscriptions
2. AI-powered personalization enables highly relevant outreach at scale with minimal manual effort
3. Flexible spreadsheet-like interface makes building complex enrichment workflows intuitive and accessible

Cons

1. Steep learning curve for beginners due to the depth of features and workflow complexity
2. Credit-based pricing can become expensive quickly at high volumes of enrichment and outreach
3. Data accuracy varies depending on the underlying third-party providers used for enrichment

Best For

• SDR and BDR teams building highly targeted outbound prospect lists
• Growth marketers automating personalized multichannel outreach campaigns
• Revenue operations teams consolidating data enrichment tools into one platform
• Agencies managing outbound lead generation for multiple clients
• Founders and small teams replacing manual prospect research with automated workflows

Pricing

Free plan with 100 credits/month. Paid plans start at $149/mo (Starter) with 2,000 credits, scaling to Professional ($349/mo) and Team ($800/mo) tiers with increasing credits and features.