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Clay

Clay is a sales prospecting and go-to-market data platform that brings information from multiple providers into one workspace. It helps revenue teams research businesses, enrich contact records and prepare more relevant outreach using structured data and AI-assisted research.

Its spreadsheet-like interface supports workflows that combine existing contact lists, third-party enrichment services and custom research questions. Clay's waterfall enrichment can check multiple providers in sequence, while Claygent can collect information from public sources and organise findings into table columns.

Clay offers a free tier and paid plans designed for larger prospecting and revenue operations. Its pricing separates platform Actions from Data Credits, so users should understand both allowances before building workflows that process substantial numbers of records.

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Research-based profile using Clay's official product, pricing and billing documentation reviewed on 5–6 November 2026. Pricing allowances are vendor-reported; no firsthand product testing or independently measured enrichment accuracy is claimed.

Best For

  • B2B sales teams researching and enriching prospect accounts across several providers.
  • Revenue operations teams building repeatable lead qualification and outreach workflows.
  • Marketing teams combining account signals, enrichment data and existing CRM records.

Not Ideal For

  • Beginners seeking a simple contact database with a single predictable usage charge.
  • Small teams that require advanced CRM or HTTP API integrations but cannot justify the Growth subscription.
  • Organisations requiring a self-hosted prospecting platform.

How It Works

A team starts by importing a list of companies or contacts, creating an audience or collecting records from supported sources. Clay can then run enrichment steps to find additional business data, such as contact details, company attributes or relevant account signals.

Users build workflows in tables, choose data providers and define conditions for each step. Claygent can research public information, while supported integrations can transfer qualified records into outreach tools or business systems. Advanced CRM synchronisation, data warehouse connectivity and HTTP API workflows are plan-dependent.

Every workflow consumes resources according to Clay's billing rules. Actions measure platform processing, while Data Credits pay for certain marketplace data services. Users bringing their own supported API keys may avoid Clay Data Credit charges for those calls, although Actions and external provider charges can still apply.

Key Features

Business Data Enrichment

  • Multi-provider waterfall enrichment for contact and company records.
  • Access to a marketplace of business-data providers.
  • Structured tables for managing enrichment results and qualification fields.

AI Research and Prospecting

  • Claygent for researching companies and public business information.
  • Account signals including supported job changes and company developments.
  • Custom research prompts, reusable functions and prospecting workflows.

Workflow Automation and Activation

  • Clay Sequencer and supported outreach integrations.
  • CRM synchronisation, data warehouse connections and webhooks on qualifying plans.
  • Audience management, scheduled workflows and supported advertising integrations.

Practical Workflows

  1. Multi-provider lead enrichment: Import a list of target businesses, check supported data providers in sequence for missing contact information, and review matched results before exporting the qualified records.
  2. AI-assisted account research: Use Claygent to review a prospect's website and public company information, extract relevant business details into table columns, and prepare a personalised outreach draft for approval.
  3. Signal-driven sales operations: Monitor supported hiring or company-change signals, enrich the relevant accounts, and send qualifying records to a connected CRM or outreach system using an eligible paid plan.

Strengths & Limitations

Strengths

  • Combines several enrichment providers within one workflow.
  • Supports AI-assisted research alongside structured data operations.
  • Offers flexible integrations for advanced revenue operations.
  • Provides a free entry tier for testing small prospecting workflows.

Limitations

  • Two separate usage allowances make forecasting costs more involved.
  • Advanced CRM, warehouse and HTTP API capabilities require higher-tier access.
  • Enriched data still needs accuracy and compliance checks before outreach.
  • Self-hosted deployment is not offered as a standard option.

Pricing

Clay's Free plan includes 500 Actions and 100 Data Credits per month, with tables limited to 200 rows. Launch starts at $185 per month on monthly billing, or an advertised $167 per month when billed annually. Launch introduces larger processing allowances, phone enrichment and supported account signals. A 14-day paid-plan trial is advertised.

Growth starts at $495 per month on monthly billing, or $446 per month when billed annually. It adds capabilities such as CRM auto-sync, data warehouse integration, web intent signals, webhooks and HTTP API steps. Enterprise pricing is negotiated for larger deployments and additional governance requirements.

Clay uses two resource meters: Actions, which do not roll over, and Data Credits, which can carry over within stated plan limits. Paid Data Credit top-ups may cost more than bundled credits. Buyers should also check the exact Launch credit allocation during checkout: Clay's published FAQ lists 2,500 entry-level Data Credits, while its interactive pricing selector has shown 3,000. Do not treat either figure as a guaranteed allowance without confirming the selected plan.

How It Compares

Choose Clay when the main challenge is combining business data, researching accounts and constructing qualification workflows across multiple providers. Its strength is coordinating data and research processes rather than simply sending large volumes of emails.

Consider Instantly or Lemlist when outreach execution is the central requirement. Consider Amplemarket when evaluating an integrated prospecting and sales engagement platform, or Bardeen for more general browser and workflow automation.

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