Clay
Spreadsheet meets enrichment waterfall, with AI agents doing the busywork
What is Clay?
Clay is a GTM data platform that consolidates 150+ enrichment vendors into one workspace and layers AI research agents (Claygents) on top so SDR and RevOps teams can build prospect lists, score accounts, and push enriched data into outbound tools. It replaces the patchwork of ZoomInfo, Apollo, Clearbit, and Phantombuster contracts with a single bill, and lets ops people build workflows in a spreadsheet UI instead of writing scripts. Most useful for teams running waterfall enrichment or signal-based outbound at meaningful volume.
CRM, sales, marketing, and revenue platforms used to manage leads, pipelines, and follow-up.
See the full CRM & Sales guide to compare more tools, buyer criteria, and related workflows.
Use cases to evaluate
Building enriched outbound lists with multi-provider waterfalls
Tracking job change and intent signals to trigger campaigns
Automating CRM enrichment and hygiene jobs
TAM sourcing and territory planning for sales teams
Fit to evaluate
RevOps and growth ops engineers at Series A through enterprise
Outbound agencies running enrichment for multiple clients
SDR teams consolidating ZoomInfo, Apollo, and Clearbit contracts
GTM teams running signal-based or account-based outbound
Business fit
Right for you if you have a RevOps or growth person who already thinks in tables and you're spending real money on multiple enrichment vendors you could consolidate. Skip if you just need a basic lead list or if nobody on your team enjoys debugging formulas. Power users get massive leverage; non-technical SDRs tend to bounce off it. The free plan is genuinely usable for evaluating fit before committing.
How to evaluate Clay
Use this category when missed follow-up, scattered lead data, or inconsistent sales process is limiting growth.
Confirm the exact workflow
Map Clay to one concrete workflow first, such as building enriched outbound lists with multi-provider waterfalls. Avoid buying before the owner, trigger, output, and success metric are clear.
Check category fit
Compare pipeline visibility, contact data quality, and follow-up automation.
Compare practical alternatives
Shortlist Clay against GoHighLevel, HubSpot, Salesforce so the decision is based on fit, effort, and workflow ownership rather than brand recognition alone.
Validate cost and rollout effort
Free plan with 500 actions and 100 data credits/month. Launch starts at $167/mo (annual) for 15,000 actions and 2,500 credits. Growth starts at $446/mo (annual) for 40,000 actions and 6,000 credits. Enterprise is custom (annual commitment, 100,000+ actions). Data credits start at $0.05 each and unused credits roll over up to 2x monthly amount. Also confirm implementation time, support needs, and whether the medium setup matches your team.
Compare Clay with alternatives
Use this quick comparison before booking demos or moving data into a new system.
| Primary workflow | Building enriched outbound lists with multi-provider waterfalls, Tracking job change and intent signals to trigger campaigns |
|---|---|
| Best-fit team | RevOps and growth ops engineers at Series A through enterprise, Outbound agencies running enrichment for multiple clients |
| Implementation effort | Medium setup and maintenance profile |
| Pricing check | Free plan + paid plans |
| Closest alternatives | GoHighLevelHubSpotSalesforcePipedrive |
Clay pricing
| Model | Free plan + paid plans |
|---|---|
| Snapshot | Free plan with 500 actions and 100 data credits/month. Launch starts at $167/mo (annual) for 15,000 actions and 2,500 credits. Growth starts at $446/mo (annual) for 40,000 actions and 6,000 credits. Enterprise is custom (annual commitment, 100,000+ actions). Data credits start at $0.05 each and unused credits roll over up to 2x monthly amount. |
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Common questions about Clay
What is Clay?
Clay is a GTM data platform that consolidates 150+ enrichment vendors into one workspace and layers AI research agents (Claygents) on top so SDR and RevOps teams can build prospect lists, score accounts, and push enriched data into outbound tools. It replaces the patchwork of ZoomInfo, Apollo, Clearbit, and Phantombuster contracts with a single bill, and lets ops people build workflows in a spreadsheet UI instead of writing scripts. Most useful for teams running waterfall enrichment or signal-based outbound at meaningful volume.
What is Clay used for?
Common use cases: Building enriched outbound lists with multi-provider waterfalls; Tracking job change and intent signals to trigger campaigns; Automating CRM enrichment and hygiene jobs; TAM sourcing and territory planning for sales teams.
How much does Clay cost?
Free plan with 500 actions and 100 data credits/month. Launch starts at $167/mo (annual) for 15,000 actions and 2,500 credits. Growth starts at $446/mo (annual) for 40,000 actions and 6,000 credits. Enterprise is custom (annual commitment, 100,000+ actions). Data credits start at $0.05 each and unused credits roll over up to 2x monthly amount.
Who is Clay best for?
Clay fits RevOps and growth ops engineers at Series A through enterprise, Outbound agencies running enrichment for multiple clients, SDR teams consolidating ZoomInfo, Apollo, and Clearbit contracts, GTM teams running signal-based or account-based outbound. Right for you if you have a RevOps or growth person who already thinks in tables and you're spending real money on multiple enrichment vendors you could consolidate. Skip if you just need a basic lead list or if nobody on your team enjoys debugging formulas. Power users get massive leverage; non-technical SDRs tend to bounce off it. The free plan is genuinely usable for evaluating fit before committing.
What are alternatives to Clay?
Common alternatives to Clay include GoHighLevel, HubSpot, Salesforce, Pipedrive, Keap, Artisan.