Clay
Go-to-market platform that combines third-party data enrichment, AI research agents and workflow automation.
Clay is a go-to-market platform that lets sales and marketing teams pull company and contact data from many providers, research accounts with AI agents and automate outreach workflows. Clay is used by building tables and workflows that enrich records, score and route leads, sync results to a CRM and trigger emails or ad audiences.
Best for Revenue operations and go-to-market teams that want to combine many data sources with automated research, scoring and outreach in one system.
- Listed in
- Sales & CRMAI Agents & Automation
- Platforms
- Web, API, MCP, Plugin
- Pricing model
- Freemium
- Free plan
- Yes
- Free trial
- Yes
- API
- Yes
- Made by
- Clay Labs Inc.
- Added
Last verified: . Information taken from clay.com.
What is Clay?
Clay is a data and automation platform for go-to-market teams, built by Clay Labs Inc. Its foundation is a marketplace where one contract gives access to a large set of outside data vendors; a method called waterfall enrichment queries several of them in turn to raise coverage. On top of the data sit agents: Claygent researches companies and people on the web and returns custom data points, while account and inbound agents handle research, scoring and replies. Workflows are assembled on a visual canvas using clicks, code or chat, and can also be built from a coding agent through an API, a CLI and a plugin. Results flow outward to a CRM or data warehouse, to Clay's own email sequencer, or to ad audiences on LinkedIn, Meta and Google. Plans run from a free tier to custom enterprise agreements.
Key Features
Data Marketplace
Gives access to third-party company, people and jobs data from many vendors under a single contract.
Waterfall Enrichment
Checks several data providers one after another for the same field to fill more records.
Claygent
Uses an AI agent with web access to research a company or person and produce custom data points.
Signals
Tracks events such as job changes, promotions, new hires and company news to time outreach.
Visual Workflows
Lays out each go-to-market play on a canvas so teams can inspect, debug and reuse the logic.
Activation
Sends emails through a built-in sequencer or integrations and syncs audiences to LinkedIn, Meta and Google ads.
Screenshots
Use Cases
- CRM Enrichment
- Keep account and contact records complete and refreshed with current data.
- Mapping a Target Market
- Collect the companies that match an ideal customer profile into one list.
- Inbound Lead Routing
- Enrich and score each new lead, then pass it to the right representative.
- Personalised Outbound
- Write outreach that reflects recent signals about each prospect.
- Pre-Call Research
- Have an agent gather background on an account before a sales meeting.
Things to know
- Usage is metered two ways
- Plans include a quantity of actions and a quantity of data credits, and paid tiers let you choose the volume of each.
- Free plan limits
- The Free plan includes 500 actions and 100 data credits a month, runs up to 200 rows per table and leaves out phone number enrichment.
- Enterprise-only controls
- Single sign-on and advanced role-based access control are listed under the Enterprise plan.
FAQs
What is Clay?
Clay is a go-to-market platform for enriching sales data, running AI research agents and automating prospecting and outreach workflows.
What is Clay used for?
Clay is used for tasks such as CRM enrichment, market sourcing, lead scoring, inbound routing, outbound campaigns and building ad audiences.
Is Clay free?
Clay has a Free plan with a monthly allowance of actions and data credits and a cap of 200 rows per table. Paid plans start with a 14-day trial.
What is Claygent?
Claygent is Clay's AI agent with web research access, used to generate custom data points about companies and people.
Does Clay have an API?
Yes. Clay offers an API and a CLI so workflows can be built from a coding agent, and its Growth plan adds integration with any HTTP API and webhooks.
Who makes Clay?
Clay is made by Clay Labs Inc., as stated in the footer of its website.
How much does Clay cost?
Clay has Free, Launch, Growth and Enterprise plans, with paid tiers sized by actions and data credits. See the official pricing page for current figures.
Who it's for
- GTM engineers
- Revenue operations teams
- Sales teams
- Marketing teams
- Startups
- Enterprises
Used in these workflows
- B2B sales outreach: which AI tool does which job, from first list to signed contractStage 2: Enriching and verifying contacts
Each guide lists the stages of one job and the tools that help at each stage. All guides
Comments
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Alternatives to Clay
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|---|---|---|---|
 AttioCRM with AI agents, workflows and automatic data enrichment for teams that manage pipeline and accounts. |
Yes | $44/mo | Yes |
 HubSpotCustomer platform that joins CRM, marketing, sales and service software with built-in AI agents. |
Yes | — | — |
 InrōInstagram DM automation with an AI agent, comment-to-DM replies, DM campaigns and a contact inbox. |
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 LightfieldAI-native CRM that updates records from calls, emails and meetings and runs agents for outbound and deal follow-up. |
— | — | Yes |
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— | — | Yes |
Listed in the same categories as Clay. A starting price appears only where we checked it on the maker’s pricing page; a dash means not checked or not published. All Sales & CRM tools