Clay

What is Clay?

Clay is a go-to-market platform for sales, marketing, and GTM operations teams. It brings first-party and third-party data into one workspace, enriches company and contact records, runs AI-assisted research, tracks buying signals, and turns the results into automated revenue workflows.

The platform includes a marketplace with more than 200 data providers and waterfall enrichment for improving data coverage. Teams can also use Claygents for company and people research, build advertising audiences, run messaging through Clay's sequencer or external tools, and connect Clay with CRM and other business systems.

How to Use Clay

1. Bring CRM, first-party, or third-party records into Clay and organize the target companies or contacts.
2. Add enrichment providers, waterfall steps, signals, or Claygent research to collect the required data.
3. Apply qualification, scoring, segmentation, and workflow logic to prepare each record for the intended GTM play.
4. Sync enriched records and audiences to CRM, advertising, or messaging systems, then keep the workflow updated as data changes.

Core Features

• Data marketplace: Provides access to more than 200 data providers in one place.
• Waterfall enrichment: Combines multiple providers to improve coverage for company and contact data.
• Claygent research: Uses AI agents to research target companies, people, and custom data points.
• Signals and intent: Tracks events such as job changes and promotions for timely workflows.
• Audiences and ads: Centralizes first-party and third-party data and syncs audiences to major advertising platforms.
• Workflow integrations: Connects enrichment and agentic workflows with CRM, sequencers, APIs, and other GTM tools.

Use Cases

• CRM enrichment: Keeps customer and prospect records current with data from multiple providers.
• Rep prospecting: Finds, researches, qualifies, and prioritizes target accounts and contacts.
• Automated inbound: Enriches and routes inbound leads with less manual work.
• Account-based marketing: Builds targeted account lists and advertising audiences from combined data.
• Outbound workflows: Prepares enriched records and personalized research for multi-channel outreach.

Pricing

Clay offers a free trial and states that users can start without a credit card. The homepage does not publish the included usage limits or paid-plan prices.

Frequently Asked Questions

How many data providers are available in Clay?

Clay says its data marketplace includes more than 200 providers.

Can Clay connect with an existing CRM?

Yes. The official site presents CRM enrichment and synchronization as core workflows.

Does Clay include AI agents?

Yes. Claygents research companies and people, while the broader platform uses agentic workflows across GTM processes.