Clay
What is Clay?
Clay is a go-to-market data platform for RevOps, outbound sales, demand generation, sales operations, and GTM engineers that combines AI research, multi-provider enrichment, and workflow automation. It includes Claygents, Waterfall, Signals and Intent, and a data marketplace, and connects with Salesforce, HubSpot, Slack, and Snowflake. Customers include OpenAI, Anthropic, Mistral AI, Vanta, and Verkada. Plans run Free, with Starter, Explorer, Pro, and Enterprise all custom.
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At a glance
- Clay is best for go-to-market teams who need AI-driven research, enrichment, and outreach workflows in one system.
- Free; Starter Custom; Explorer Custom; Pro Custom; Enterprise Custom
- 14 days, no credit card
- Yes — Public API available.
What does Clay do?
Clay handles go-to-market data work by combining AI research, multi-provider enrichment, and workflow automation in one place. Claygents can research target companies and people with AI, Waterfall combines multiple data providers for better coverage, and Signals and Intent tracks changes like job moves or promotions so teams can act on fresh triggers. The result is a system that can source, enrich, and route GTM data without stitching together separate point tools. At scale, Clay says its data marketplace pulls from 150+ providers and supports 100+ external enrichments, with 300,000 leading GTM teams using the platform. Customers include OpenAI, Anthropic, Mistral AI, Vanta, and Verkada. The product also exposes an API, and the site surfaces Clay for Salesforce for CRM-connected workflows. Clay appears built for broad GTM operations rather than a single narrow task, spanning prospecting, enrichment, audiences, outbound, and account research.
Why use Clay?
- Clay combines AI research with multi-provider enrichment, so teams can fill gaps without relying on a single database.
- Its data marketplace aggregates 150+ providers, which helps buyers compare coverage inside one workflow.
- Signals and Intent lets teams react to job changes and promotions instead of working from static lists.
- Clay for Salesforce and the API make it easier to connect enrichment and automation to existing systems.
- The platform spans prospecting, audiences, outbound, and CRM enrichment, reducing the need for separate GTM tools.
Who is Clay for?
- RevOps teams who need cleaner CRM data and enrichment workflows.
- Outbound sales teams who want faster prospect research and trigger-based outreach.
- Demand generation teams who need to build and sync targeted audiences.
- Sales operations leaders who want repeatable GTM workflows across tools.
- GTM engineers who need flexible automation and API-connected data pipelines.
What are Clay's key features?
Claygents
Build AI agents that run GTM workflows across Clay, OpenAI, and Anthropic, so teams can automate research and outreach without stitching tools together.
Waterfall
Chain 150+ providers and 150+ databases to fill missing fields in sequence, improving coverage and reducing gaps in CRM records and prospect lists.
Signals and Intent
Track buying signals from sources like LinkedIn, Google, and Reddit, helping teams prioritize accounts when intent changes instead of guessing who is ready.
Data marketplace
Pull enrichment data from 100+ external enrichments and providers such as ZoomInfo, Clearbit, and Crunchbase to keep prospect data current.
Sequencer
Orchestrate outbound steps with integrations like Salesforce, HubSpot, Outreach, and Slack, so reps can move leads from research into action faster.
CRM enrichment
Enrich records in Salesforce, HubSpot, and Microsoft Dynamics 365 with verified company and contact data, reducing manual cleanup and improving routing.
Rep prospecting
Find and qualify prospects using LinkedIn, Apollo.io, and People Data Labs, giving reps a faster way to build targeted lists for outreach.
Reverse ETL
Sync enriched data into Snowflake, Postgres, and Segment, so operations teams can push cleaned records back into systems already used by the business.
What does Clay integrate with?
- Meta
- Salesforce
- Slack
- ActiveCampaign
- Adbeat
- Adyntel
- Airtable
- Anthropic
- Apify
- APIVoid
- Apollo.io
- Attio
- Autobound
- Aviato
- B2D
- Beauhurst
- Bette
- BuiltWith
- Calendly
- Clay
- Clearbit
- Close
- Cognism
- Common Room
- Crunchbase
- Customer.io
- Datagma
- Dealfront
What are Clay's use cases?
RevOps CRM cleanup
RevOps teams who need cleaner CRM data and enrichment workflows use Clay to standardize records before they hit reporting and routing. They lean on CRM enrichment and Waterfall to fill gaps from multiple sources, then push the cleaned fields into Salesforce so dashboards and handoffs stay reliable.
Outbound trigger research
Outbound sales teams who want faster prospect research and trigger-based outreach use Clay to build account lists, enrich contacts, and spot buying signals in one flow. With Rep prospecting and Signals and Intent, they can prioritize the right prospects and launch timely outreach with less manual digging.
Targeted audience building
Demand generation teams who need to build and sync targeted audiences use Clay to assemble segments from multiple data sources and keep them current. They combine Data marketplace and Reverse ETL to move qualified audiences into ad and CRM systems, improving match rates and campaign relevance.
Repeatable GTM workflows
Sales operations leaders who want repeatable GTM workflows across tools use Clay to turn one-off processes into reusable systems. With Claygents and Sequencer, they can automate research, enrichment, and follow-up steps so teams execute the same playbook consistently across campaigns.
How does Clay work?
- Connect your first source in Clay, such as Salesforce, HubSpot, or Google Sheets, then map the fields you want to enrich or sync into a working table.
- Choose a workflow block like Waterfall, CRM enrichment, or Data marketplace to pull in better company and contact data from multiple providers.
- Add Claygents or Functions to automate research, formatting, and decision steps, so each row follows the same GTM logic without manual cleanup.
- Send qualified records into Sequencer, Reverse ETL, or your connected tools to launch outreach, update CRM fields, and keep audiences current.
- Review results, refine the table, and reuse the workflow for new segments, territories, or campaigns as your team scales.
Frequently asked questions
What is Clay?
Clay is a go-to-market data platform for RevOps, outbound sales, demand generation, sales operations, and GTM engineers that combines AI research, multi-provider enrichment, and workflow automation. It includes Claygents, Waterfall, Signals and Intent, and a data marketplace, and connects with Salesforce, HubSpot, Slack, and Snowflake. Customers include OpenAI, Anthropic, Mistral AI, Vanta, and Verkada. Plans run Free, with Starter, Explorer, Pro, and Enterprise all custom.
How much does Clay cost? Is it free?
Clay has a free plan, with paid tiers including Starter at Custom, Explorer at Custom, Pro at Custom. A 14-day free trial is available.
What is Clay used for? Who is it for?
Clay is used for Claygents, Waterfall, and Signals and Intent. It's built for RevOps teams, Outbound sales teams, and Demand generation teams.
Does Clay have an API and what does it integrate with?
Public API available. It integrates with LinkedIn, Meta, Google, Salesforce, Slack, and 25 more.
Editor's read
Check whether your workflow depends on Salesforce, HubSpot, or Microsoft Dynamics 365 enrichment, since those are the named CRM targets here. If your stack needs a different system to be enriched or synced, verify that connection before committing.
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