Prospecting, lead generation & lead data

Clay

Spreadsheet-style enrichment workspace that combines dozens of data providers with AI research agents to build and clean prospect lists.

by Clay

What it does

Clay is a flexible data workspace that looks like a spreadsheet but connects to a wide range of third-party data providers through a single subscription. Instead of relying on one database, users can waterfall enrichment across multiple sources, which typically improves match rates for emails, phone numbers, and firmographic fields compared with any single vendor.

Its AI research agent, called Claygent, can browse the web to answer custom questions about each company or contact in a table, such as whether a company is hiring for a role or uses a particular technology. Combined with formulas and integrations, this lets growth and operations teams build automated prospecting and enrichment workflows that push finished lists into a CRM or engagement platform.

Clay is capable but is a builder’s tool. It rewards teams with a technically minded growth or RevOps person and has a real learning curve for reps who just want a list. Pricing is published and credit-based, with a free tier for experimentation.

Key features

  • Waterfall enrichment across many data providers in one subscription
  • Claygent AI agent for automated web research on each row
  • Spreadsheet-style workflow builder with formulas and conditional logic
  • Email and phone lookup with multi-provider fallbacks
  • Signal-based list building such as hiring, funding, and job changes
  • Push enriched data to CRMs and engagement platforms
  • Templates for common prospecting and enrichment workflows

What teams use it for

The concrete work teams hand to Clay.

  1. Building enriched prospect lists from multiple data sources
  2. Automating account research that reps previously did manually
  3. Improving CRM data quality with waterfall enrichment
  4. Personalizing outbound at scale using researched data points
  5. Monitoring accounts for triggers like new funding or hiring

Where it fits

Good fit if

Growth, RevOps, and technically capable outbound teams that want maximum data coverage and custom research workflows.

Limitations

Teams without a technical or operations-minded owner, or reps who want a simple search-and-export database with no setup.

Pricing

Free tier available; paid plans billed on a monthly credit system; pricing is published on the website.

Common integrations

Salesforce HubSpot Outreach Salesloft Apollo.io Slack Webhooks/API OpenAI and other LLM providers

Categories and tags

Categories AI for Productivity, Office & AdminAI for Sales & RevenueAI Workflow Automation & Office RPALead scoring, routing & qualificationProspecting, lead generation & lead data
Industries Cross-industry
Use cases Account research Data enrichment Lead generation Sales outreach
Capabilities AI agents & automation Generative AI & LLMs Machine learning & prediction
Buyer roles Marketing Sales
Company size Mid-market Small business Startup

Alternatives to Clay

Other products in Prospecting, lead generation & lead data, ordered by how well they fit the category.

Apollo.io

by Apollo.io

All-in-one sales platform with a large B2B contact database, enrichment, sequences, and a dialer for outbound prospecting.

Prospecting, lead generation & lead data View profile

11x

by 11x

AI digital workers for go-to-market teams, including an AI SDR that researches prospects and runs outbound campaigns with light human oversight.

Prospecting, lead generation & lead data View profile

This profile was compiled from public sources with AI assistance and reviewed by a BetterBuys editor. Last verified on June 10, 2026. How we research profiles.

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