Clay
100+ provider data waterfall, Claygent AI research, and hyper-personalized outreach at scale
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About Clay
Clay is a data enrichment and AI-powered outreach personalization platform at the center of modern B2B go-to-market stacks. Founded in 2021 by Kareem Amin and Nicolae Rusan and backed by Sequoia Capital ($46M Series B at ~$500M valuation), Clay is used by 150,000+ GTM teams including those at Notion, Ramp, Vercel, and OpenAI.
Clay's core mechanic is a spreadsheet-like table where each row is a company or contact and each column is an enrichment action. Instead of one database, Clay cascades through 100+ data providers (Apollo, LinkedIn, Clearbit, Hunter, People Data Labs, ZoomInfo, Bombora, and more) — checking each source in sequence and moving to the next if unavailable. This waterfall enrichment maximizes coverage while minimizing cost. Claygent, Clay's AI research agent, browses any website, LinkedIn profile, job posting, or news article to extract custom-structured data as column values. AI personalization then writes hyper-personalized outreach lines at scale — referencing specific facts about each prospect.
Clay integrates with Instantly.ai, Smartlead, HubSpot Sequences, Outreach, Salesforce, and more. Teams use Clay to build enriched lists and push sequences to their preferred sending tool. Clay's credit system charges per enrichment action, which rewards efficiency but requires planning for high-volume campaigns.
Key Features
- 100+ data provider waterfall — cascade through Apollo, LinkedIn, Clearbit, Hunter, ZoomInfo, Bombora, and 95+ more for maximum coverage per row
- Claygent AI research agent — scrapes websites, LinkedIn profiles, and news sources to extract custom structured data fields programmatically
- AI message personalization — generate hyper-personalized outreach using enriched data like company news, LinkedIn posts, funding rounds, and job changes
- Company and people search — build prospecting lists from company criteria, job titles, LinkedIn filters, and funding data
- CRM integration — bi-directional sync with HubSpot and Salesforce to push enriched contact data into your pipeline
- Workflow automation — trigger enrichment and outreach from CRM events, form submissions, job alerts, or API webhooks
- Email sending integration — push personalized sequences to Instantly.ai, Smartlead, HubSpot Sequences, or Outreach from Clay
- Shared tables and templates — community-built templates for common outreach playbooks reduce ramp time
Pros
- 100+ data provider waterfall maximizes enrichment coverage cheaper than any single enterprise database
- Claygent AI research opens up entirely new data points scraped from public web sources no database has
- Backed by Sequoia Capital at ~$500M valuation — 150,000+ GTM teams including Notion, Ramp, Vercel, and OpenAI
- AI personalization replaces hours of manual prospect research per campaign
- Community template library dramatically reduces ramp time for common outreach playbooks
- Waterfall enrichment is the most cost-efficient approach to maximizing contact data coverage
Cons
- Steep learning curve — typically requires 10-20 hours to fully master
- Starter plan ($149/month) credits can run out fast for high-volume campaigns
- Not a sending tool — requires Instantly.ai or Smartlead for actual email delivery
- Premium providers (Bombora, ZoomInfo) cost extra beyond base credits
- Credit system can be hard to predict for variable enrichment workflows
- CRM sync less seamless than purpose-built RevOps tools
Pricing
Free: 100 credits, exploration only. Starter ($149/month): 2,000 credits, 100+ providers, AI personalization. Explorer ($349/month): 10,000 credits, advanced workflows, CRM sync. Pro ($800/month): 50,000 credits, priority support. Enterprise: custom unlimited credits, SSO, dedicated CSM. Annual billing saves ~20%.
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Frequently Asked Questions
Clay is a data enrichment and AI outreach personalization platform. You build a spreadsheet-like table of companies or contacts, then cascade through 100+ data providers (Apollo, LinkedIn, Clearbit, Hunter, ZoomInfo) to enrich each row. Clay's Claygent AI then writes hyper-personalized outreach using that data.
Starter: $149/month for 2,000 credits. Explorer: $349/month for 10,000 credits. Pro: $800/month for 50,000 credits. Enterprise: custom unlimited credits. Free plan: 100 credits. Annual billing saves ~20%.
Claygent is Clay's AI research agent that browses any website, LinkedIn profile, news article, or public web source to extract custom structured data — e.g. 'Find the VP of Sales' or 'Identify the tech stack from job postings' — returned as a column value in your Clay table.
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