Clay
Clay is a go-to-market data platform for sales, marketing and GTM engineering teams. It combines a marketplace of 200+ data and AI vendors, a spreadsheet-like workflow builder and AI research agents called Claygents, so teams can source accounts, enrich contacts, track job-change and web intent signals, score leads, sync CRMs and launch personalised outbound. Plans start free, with paid tiers from $185 per month.
What is Clay?
Clay is a go-to-market data platform built by Clay Labs Inc. It gives revenue teams a single place to find accounts, enrich people and company data, research those accounts with AI, and trigger the outbound, inbound and advertising plays that follow. Instead of paying for a dozen point tools, teams buy data through Clay's marketplace, where one contract covers more than 200 data and AI vendors, including waterfall enrichment that queries several providers in sequence until a record is found.
At the centre of the product is a spreadsheet-like workspace. You import a list, add columns of enrichment, write AI formulas, and Clay handles the routing, provider calls and credit accounting behind the scenes. Two meters keep this honest: Actions measure platform work such as enriching a row, running a table, calling an AI model, sending data to another system or exporting it, while Data Credits pay the data vendors. Enrichments that return no result cost neither.
Claygent is Clay's AI research agent. Point it at a manual research task, describe the output you want in plain language, and it browses the web and returns structured data such as niche company attributes, buying triggers, org changes or contact details. Every run comes with a reasoning trace, so you can see why the agent produced its answer, and prompt changes update everywhere the agent is used. Account Agents extend this to whole segments: they run over Audiences, stay loaded with GTM context from your CRM, data warehouse and call recordings, remember what they have learned, and refresh account intelligence continuously.
Around those agents sit the data and execution layers. Audiences unify first- and third-party data to build high-intent segments; Signals track job changes, promotions, new hires, company news, social and web intent; Functions and Workflows let teams define GTM logic once and reuse it; the Sequencer sends email or hands off to providers; Ads pushes audiences to LinkedIn, Meta and Google.
Clay is SOC 2 Type II compliant and covers GDPR, CCPA, ISO 27001 and ISO 42001, with SSO and role-based access control at Enterprise level. It is used by OpenAI, Anthropic, Canva, Rippling, Intercom, Figma and Mistral, and is primarily self-serve, backed by Clay University, a Slack community and partner programs.
Clay Core Features
Data marketplace
one contract for 200+ data and AI vendors, with multi-provider waterfall enrichment for the best coverage.
Claygent research agents
AI agents with live web access that return structured custom data points no single vendor has.
Account Agents
always-on agents over Audiences with persistent memory and glass-box reasoning traces per account.
Audiences data layer
unify CRM, warehouse, call recording, enrichment and signal data into one high-intent segment.
Signals and intent
track job changes, promotions, new hires, company news, social listening and web intent.
Workflow orchestration
HTTP API integrations, webhook automation, scheduled enrichment runs and reusable Functions.
Execution layer
Clay Sequencer email, ad audience sync to LinkedIn, Meta and Google Ads, and CRM auto-sync.
Enterprise security
SOC 2 Type II, ISO 27001, ISO 42001, GDPR and CCPA, plus SSO and RBAC with credit budgets.
Who is Clay for?
Clay is built for the people who own revenue execution: GTM engineers, sales and revenue operations leads, demand generation marketers, SDR managers, and the founders of early-stage companies who still run outbound themselves. The clearest fit is a B2B company with a defined ICP, a CRM that has gone stale, and a sales team asking for better lists and better timing. GTM engineers are the heaviest users. They build the tables, waterfalls, agents and workflows that the rest of the company runs, and they value Clay's ability to connect any HTTP API, sync a data warehouse and push audiences into ad platforms without standing up a separate service for each job. RevOps and sales ops teams come for CRM enrichment: keeping owners, titles, firmographics and contact details accurate and continuously refreshed. Demand generation and outbound leaders use Clay to turn intent into pipeline. Job change signals, hiring activity and web intent identify accounts that are quietly in market, and campaigns can be triggered within minutes rather than days. Marketing teams reuse the same audiences for account-based marketing, syncing matched accounts to LinkedIn, Meta and Google Ads. SDRs and account executives use Clay indirectly, through rep-assist plays and the MCP integration that puts prospecting data into the AI tools they already use, and through account research briefs that replace manual pre-call work. Founders, agencies and consultants with no data engineering headcount are a further audience: the Free plan and the 14-day trial let one person assemble a real prospecting workflow before committing budget. Enterprise GTM teams running at scale are served separately, with SSO, RBAC, Clay API access, warehouse syncs and a dedicated growth strategist.
Clay Use Cases
Build a total addressable market list and find every matching account in one workspace.
Enrich and continuously refresh CRM records so owners, titles, firmographics and contacts stay accurate.
Score and route inbound leads to the right rep within minutes using firmographic and intent signals.
Personalise outbound at scale with messaging written from recent news, job posts and account research.
Trigger campaigns automatically when a prospect changes job, gets promoted or shows web intent.
Turn top accounts into matched audiences and launch them on LinkedIn, Meta and Google Ads.
Give reps account research briefs, pre-call prep and follow-up drafts without manual digging.
Automate PLG outreach into self-serve accounts that show usage spikes and hiring signals.
Clay Pros and Cons
Pros
- One contract replaces a stack of enrichment vendors, with a waterfall that queries 200+ providers so data coverage improves instead of depending on a single source.
- Claygent and Account Agents do real web research and return structured fields, and every decision ships with a reasoning trace rather than a black-box answer.
- The Free plan is genuinely usable for a single builder, and the 14-day trial hands out Growth-tier features with 2,000 credits before any card is needed.
- Data Credits roll over up to twice your monthly allowance, annual billing saves 10%, and enrichments that return nothing are not charged.
Cons
- The Free plan is capped at 500 actions and 100 data credits per month with only 200 rows per table, so any real prospecting volume means Launch at $185 per month.
- Two separate meters, Actions and Data Credits, make spend hard to predict before you have live usage data, and top-ups are sold at a 30% premium.
- CRM auto-sync, web intent signals, ad audiences and priority support start only at Growth ($495 per month), while SSO, RBAC and Clay API access are Enterprise-only.
FAQ About Clay
Clay Pricing
Clay is freemium: a Free plan at $0 with 500 actions and 100 data credits per month, Launch starting at $185/mo, Growth starting at $495/mo (each about 10% cheaper billed annually, at $167/mo and $446/mo), and custom Enterprise pricing, with Actions and Data Credits metered separately.
Check official pricingFree
Unlimited seats and tables, multi-provider waterfalls, run up to 200 rows per table, Claygent enrichment, Clay Sequencer for email, and bring your own API key. Includes 500 actions per month and 100 data credits per month (6,000 actions and 1,200 data credits per year). Phone number enrichment is not included.
Launch
Starting price billed monthly: 15,000 actions and 2,500 data credits per month, or $167/mo billed annually with 180,000 actions and 30,000 data credits a year. Adds phone number enrichment, unlimited search with Audiences, job change and company news signals, reusable functions, email via Clay Sequencer or integrations, and up to 50,000 rows per table. Action tiers scale to 200,000 actions per month.
Growth
Starting price billed monthly: 40,000 actions and 6,000 data credits per month, or $446/mo billed annually with 480,000 actions and 72,000 data credits a year. Adds CRM auto-sync and enrichment, data warehouse sync, HTTP API integrations, webhook automation, web intent signals, unlimited ad audiences and priority support. Action tiers scale to 200,000 actions per month.
Enterprise
Custom actions on an annual commitment. Adds unlimited search and unlimited imports with Audiences, bulk enrichment, Clay API access, SSO, RBAC with workbook-level credit budgets, custom CSA and DPA, additional ads audiences and a dedicated growth strategist. Includes 100,000+ data credits and 200,000+ actions per month.
Clay Alternatives
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Visidea
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