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    Clay

    Turn Data Chaos into Revenue.

    Tool Introduction

    Imagine you're a sales rep drowning in spreadsheets, manually hunting for contact details, and struggling to personalize outreach. Your CRM is a graveyard of outdated leads, and your team wastes hours on research instead of closing deals. This chaos is the daily reality for many B2B teams—until Clay steps in. Clay isn't just another data tool; it’s an automated command center that stitches together enrichment, lead generation, and personalized outreach. For example, a SaaS company used Clay to auto-enrich 10,000 leads with job changes and tech stack data, slashing research time by 70% and boosting reply rates by 40%. By solving data decay and workflow fragmentation, Clay turns scattered efforts into a revenue-generating engine.

    Demo Available?

    Yes. Clay offers a 14-day free trial (no credit card) and custom demos via their website.

    Tool's Accuracy

    85% data accuracy across email, phone, and firmographic enrichment (validated via user reviews and third-party audits).

    Aggregate Rating

    4.6 out of 5 stars based on 110+ reviews across the internet

    Detailed Overview

    What Clay Does

    Clay is a no-code platform that aggregates, enriches, and activates B2B data. It connects to 50+ providers (like ZoomInfo and Clearbit) to auto-fill missing contact details, firmographics, and intent signals. For instance, upload a list of company domains, and Clay appends emails, funding status, and tech stack in minutes. Its AI then drafts hyper-personalized outreach based on triggers like job changes or tech adoption. Workflows can auto-push enriched leads to your CRM or outreach tools, turning static data into actionable pipelines.

    Who Clay Is For

    • Sales Teams: Automate lead research and personalize outreach at scale.
    • Marketers: Build targeted ABM campaigns using real-time intent data.
    • Recruiters: Source candidates with verified contact details and career triggers.
    • RevOps: Clean CRM data and sync enriched leads across tools like HubSpot.
    • Agencies: Run multi-client prospecting without switching platforms.

    Top Differentiators

    1. Multi-Source Waterfall Enrichment: Unlike Apollo.io (single-source), Clay checks 50+ providers sequentially until it finds accurate data. If ZoomInfo misses a phone number, Clay cascades to People Data Labs or Hunter.io, boosting hit rates by 30%.
    2. AI Workflow Builder vs. ZoomInfo: While ZoomInfo offers static databases, Clay’s drag-and-drop editor lets you build custom sequences (e.g., “Scrape LinkedIn → Enrich → Send personalized email via Instantly”).
    3. Cost Control: Unlike Seamless.AI’s credit-heavy model, Clay’s “credit waterfall” uses cheaper sources first, slashing costs by 40% for bulk enrichment.
    Introductory Video
    Founding Year

    2017

    Target Industry

    B2B (sales, marketing, recruitment, and revenue operations teams).

    Available Integrations

    100+ integrations, including HubSpot, Salesforce, LinkedIn, Apollo.io, Slack, and Make.com.

    • Free: $0/month. Includes up to 100 credits monthly, 100 results per search, no phone enrichments.
    • Starter: From $149/month or $134/month annually for 2,000 credits. Up to 3,000 credits available. Includes phone enrichments, own API key use, and up to 5,000 results per search.
    • Explorer: From $349/month or $314/month annually for 10,000 credits. Up to 20,000 credits available. Adds any HTTP API integration, webhooks as a source, email sequencing tools like Outreach and Salesloft, and up to 25,000 results per search.
    • Pro: From $800/month or $720/month annually for 50,000 credits. Up to 150,000 monthly credits available. Adds CRM integrations like Salesforce and HubSpot with up to 50,000 results per search.
    • Enterprise: Custom pricing with customizable credit limits starting at 250,000. Includes API access, SSO, onboarding support, and security reviews.

    All plans include unlimited users, exporting features, AI/Claygent tools, and rollover credits. Credits are used per action: most actions use 1–2 credits; email enrichment uses 2–5; mobile numbers use 2–25; AI usage varies by model and tokens.

    You can choose monthly or annual billing with a 10% discount on annual plans that deliver all credits upfront. Overage top-ups start at 250 credits at a rate of 1.5 times the plan’s unit price. Usage may pause after reaching credit limits on some plans until renewal.


    Pricing last verified: 01/17/2026
    Official Source: https://www.clay.com
    Disclaimer: Pricing is subject to change. Please confirm current pricing on the vendor site.
    Features & Specs
    1. Unified Data Enrichment: Pull emails, funding data, and technographics from 50+ providers into one table.
    2. AI Personalization: Auto-generate outreach messages using prospect triggers (e.g., “Congrats on new funding!”).
    3. Workflow Automations: Build sequences like “Find companies using Shopify → Enrich → Add to Salesforce”.
    4. CRM Sync: Push/pull data with HubSpot, Salesforce, or Pipedrive.
    5. Lead Scoring: Rank prospects by custom rules (e.g., “Employee count > 100 + tech stack = Tier 1”).
    6. Intent Monitoring: Track prospects researching keywords like “CRM software” on G2.
    7. De-Duplication: Merge duplicate records and fix outdated fields automatically.
    8. Sandbox Mode: Test workflows without burning credits.
    Security & Compliance

    Clay is SOC 2 Type II certified and GDPR/CCPA compliant. Data encryption (AES-256) applies at rest and in transit, while granular permissions control team access. For EU clients, Clay enforces data residency in Frankfurt AWS servers. Audit logs track every enrichment, and optional SSO (Okta, Azure AD) adds enterprise-grade access control.

    Industry Use-Cases
    • SaaS: A fintech firm used Clay to find 5,000 companies using legacy tools, enriching contacts and launching a drip campaign that drove 250 demos.
    • E-commerce: An agency auto-enriched 20k Shopify stores with revenue data, targeting high-intent leads for a client’s ad platform, boosting conversions by 25%.
    • Recruitment: A tech recruiter set alerts for developers changing jobs, cutting sourcing time from 10 hours to 2 hours weekly.
    Tool's Alternatives
    1. Lead411:
      • Pros: Unlimited searches; real-time intent data.
      • Cons: No workflow automation.
      • Unique Feature: Triple-verified emails.
    2. Apollo.io:
      • Pros: Larger database (265M contacts).
      • Cons: Costly for bulk exports; no AI personalization.
      • Unique Feature: Built-in dialer.
    3. ZoomInfo:
      • Pros: High accuracy; intent signals.
      • Cons: Minimum $20k/year contracts.
      • Unique Feature: Conversation intelligence.
    Frequently Asked Questions

    Q: How does Clay handle data decay?
    A: Clay auto-refreshes records quarterly using its multi-source waterfall, reducing decay by 60% versus manual updates.

    Q: Can I use Clay without technical skills?
    A: Absolutely. Drag-and-drop workflows (e.g., “Enrich LinkedIn leads → Draft AI email”) require zero coding.

    Q: What’s the difference between credits and actions?
    A: 1 credit = 1 basic action (e.g., email lookup). AI drafts cost 5 credits. Exporting data is free.

    Q: Does Clay support international data?
    A: Yes, with strong coverage in EMEA/APAC via providers like Cognism and Kaspr.

    Q: How secure is my data in Clay?
    A: Enterprise-grade: SOC 2 compliance, encryption, and optional SSO. Data never leaves your chosen region.

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