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Clay

Data enrichment and outbound automation platform that pulls from 100+ data providers to build, enrich, and activate prospect lists for B2B marketing.

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Pricing: Free (1,200 credits/year). Starter $134/mo. Explorer $314/mo. Pro $720/mo. Enterprise custom.

About Clay

Clay is a spreadsheet-meets-data-enrichment platform that has become the backbone of modern B2B go-to-market operations. You import leads from LinkedIn, Sales Navigator, Google Maps, your CRM, or a CSV, and Clay enriches every row with data from over 100 providers: company revenue, employee count, tech stack, funding rounds, job postings, social activity, and verified contact details. The waterfall enrichment system is the key feature. Instead of relying on a single data provider (which might have a 40% match rate), Clay queries multiple providers in sequence until it finds the data you need. This pushes match rates from ~40% to 80-90% for emails, phone numbers, and firmographics. The AI layer, called Claygent, handles research tasks and personalizes outreach messages based on the enriched data. Clay Ads is the newer feature that connects enriched CRM data to LinkedIn, Meta, and Google ad platforms. It builds dynamic audiences, auto-excludes existing customers, and syncs buying signals for retargeting. One case study showed CPL dropping from $250 to $25. Pricing is credit-based and annual. Free gives you 1,200 credits per year. Starter at $134/mo provides 24K credits. Explorer at $314/mo gets 120K credits with webhook and email sequencing integrations. Pro at $720/mo unlocks 600K credits and CRM integrations. This is not a cheap tool, but for B2B marketing teams where lead quality directly drives revenue, the enrichment depth is hard to match.

Features

  • Waterfall enrichment from 100+ data providers for higher match rates
  • Claygent AI for automated research and message personalization
  • Clay Ads for syncing enriched data to LinkedIn, Meta, and Google ads
  • Import leads from LinkedIn, Sales Navigator, CRM, CSV, or webhooks
  • Firmographic, technographic, and intent data enrichment
  • Email sequencing and CRM integrations on higher plans
  • Rollover credits across billing periods

Use Cases

  • Build enriched prospect lists with verified contact data from multiple sources
  • Create dynamic ad audiences on LinkedIn and Meta from CRM data
  • Automate personalized outbound messaging based on prospect research
  • Monitor competitor tech stacks and hiring signals for intent-based targeting

Pros

  • + Waterfall enrichment hits 80-90% match rates vs. 40% from single-provider tools
  • + Clay Ads feature connects enrichment data directly to ad platforms
  • + AI personalization at scale saves hours of manual prospect research
  • + Flexible enough for varied GTM workflows with unlimited users on all plans

Cons

  • - Credit-based pricing scales expensively for high-volume operations
  • - Learning curve is steep for complex waterfall and webhook setups
  • - Starter plan at $134/mo is expensive entry point for small teams

Integrations

salesforce hubspot pipedrive lemlist zapier make linkedin meta-ads google-ads

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Added: 2026-03-01 · Last updated: 2026-03-01