Clay

What it does

Clay takes in lists of companies and people, CRM records, and signals from the web, then enriches them with data bought from a marketplace of third-party providers or from your own API keys. It outputs enriched tables, lead scores, research notes, personalised messaging and routing decisions that can be pushed into other sales tools.

Teams build repeatable go-to-market plays on a visual canvas using clicks, code or chat. Typical uses include sourcing target accounts, enriching and scoring inbound leads, personalising outbound email, keeping CRM records current, building ad audiences, and preparing reps for calls. Its distinguishing feature is combining many data providers (waterfall lookups), AI research agents such as Claygent, and workflow orchestration in one place, with one contract covering the data vendors.

It suits sales, revenue operations and GTM engineering teams, from individuals to enterprises. A free plan and a 14-day trial exist, and signup is via the web app. Cost has two meters, Data Credits and Actions, so spend depends on volume. The free plan caps tables at 200 rows. CRM sync, HTTP API and webhooks require Growth. Clay API access, SSO and warehouse syncs require Enterprise.

What it can do

• Enrich people and company data across a marketplace of 150+ data providers with waterfall lookups
• Run AI research agents (Claygent) for account research, scoring and personalised outreach
• Build GTM workflows on a visual canvas using clicks, code or chat
• Track job changes and web intent signals for prospects
• Sync and enrich CRM records and push audiences to ad platforms
• Send email campaigns via Clay Sequencer or connected email tools

Works with

• Salesforce
• Snowflake
• LinkedIn Ads
• Meta Ads
• Google Ads

Example workflows

Inbound lead scoring and routing

Input: new inbound leads. Steps: enrich with contact and company data, score with AI against your criteria, route to the matching rep. Output: scored, assigned leads in your CRM.

Targeted outbound list building

Input: a description such as companies with 3+ open roles mentioning international expansion. Steps: source matching accounts, find contacts, generate personalised copy. Output: a table ready to send to an email tool.

Before you choose

• Spend depends on Data Credits and Actions; AI token-heavy models are charged variably by consumption
• Key features like CRM auto-sync, webhooks and API access are gated to higher tiers
• Free plan limits tables to 200 rows

Listed under

• Sales
• Outreach and AI SDRs
• Prospecting and leads
• AI agents
• Data enrichment
• Go-to-market
• GTM teams
• Lead generation
• Marketing

Get started

Free plan available; paid plans include a 14-day trial

1. Sign up for a free account or 14-day trial at app.clay.com
2. Create a table and choose data providers, or add your own API keys
3. Connect your CRM or outreach tools, then run a small test before scaling

Data Credits start at $0.05 each; Actions start under $0.01 each and get cheaper with scale. Actions reset monthly; Data Credits roll over up to limits. Token-heavy AI models are billed variably.

14-day free trial.

Source: clay.com/pricing, checked 29 Oct 2026. Prices can change; check before you buy.

Sources for this overview

Product pages, documentation, and pricing checked 29 Oct 2026. Each source supports part of the overview; availability and prices can change.

• Clay | Build systems to grow revenue ↗www.clay.com
• Compare plans, features & costs | Clay.com ↗www.clay.com

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clay.com: product, pricing and policy pages

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knowledge_base

Last checked 29 Oct 2026. Every field keeps its source and date; unknown means we couldn’t confirm it.