Clay is a go-to-market data and workflow platform that lets teams pull in prospect and company data, enrich it, run AI research agents and push the results into outreach or ad campaigns.
It is built around a few connected parts: a marketplace of data providers, enrichment and signal tracking, AI agents that research companies and people, and activation tools that send finished lists to ad platforms or a sequencer. The company says more than 500,000 GTM teams use it.
clay.com · open full screenshot- Pricing
- Pricing unknown
- Free trial
- Yes
- Integrations
- LinkedIn, Meta, Google
- API
- Yes
What Clay does
Data marketplace
Buy data from more than 200 providers in one place instead of signing up to each vendor separately.
Waterfall enrichment
Combine several data providers in sequence so a record falls through to the next source when one comes back empty, aiming for better coverage.
Signals and intent
Track job changes, promotions and other signals so lists can be built around events rather than static fields.
AI agents
Account agents, Claygents and an inbound SDR agent research target companies and people; the inbound SDR agent can use Clay's native sequencer or automate messaging.
Orchestration and API
Workflows and functions tie steps together, and a public API plus CLI let you build in Clay from a coding agent.
Activation
Sync targeted ad audiences to LinkedIn, Meta and Google, or push contacts into Clay's native sequencer.
How to use Clay
- 1Start a free trial or request a demo to get into a Clay workspace.
- 2Connect your first- and third-party data sources and choose providers from the marketplace for enrichment.
- 3Build a workflow that enriches records, adding a waterfall where you want multiple providers to cover the same field.
- 4Add agents or signal tracking to research accounts and flag job changes or promotions.
- 5Send the finished list to LinkedIn, Meta or Google audiences, or into the native sequencer for outreach.
Popular for
Outbound pipeline generation
Sales teams source prospects, enrich contact records and move qualified lists into sequencing without stitching tools together.
CRM enrichment
GTM ops teams fill gaps in existing CRM records by running them through enrichment and provider waterfalls.
ABM and paid campaigns
Marketing teams build target account audiences and sync them to LinkedIn, Meta or Google for matched advertising.
Territory and TAM planning
Revenue teams map total addressable market and split accounts into territories before assigning reps.
Pros
- One workspace for sourcing, enriching and activating GTM data instead of a stack of separate tools.
- Waterfall enrichment lets you chain providers so a missing value from one source can be filled by another.
- Agents handle company and people research, and the inbound SDR agent can message through Clay's own sequencer.
- Public API and CLI mean engineers can build and run Clay workflows from code.
Cons
- Ad audience sync is limited to LinkedIn, Meta and Google.
- The product is split across many modules — data, agents, orchestration, activation — so you need a clear picture of your GTM data flow before building.
- No free plan is listed; the free trial is the only free entry point mentioned.
Clay FAQ
Is Clay free?
There is a free trial. The pages reviewed do not list a free plan, so plan on a paid arrangement after the trial ends.
What is Clay used for?
It is used to gather company and contact data, enrich it, research accounts with AI agents, and then push the results into outreach or ad campaigns.
Who is Clay for?
It is aimed at go-to-market teams — sales, marketing and GTM operations — including enterprise and startup teams.
Does Clay have an API?
Yes. Clay offers a public API and a CLI, and there is a plugin you can install from a coding agent.
Which ad platforms can Clay send audiences to?
LinkedIn, Meta and Google.
Written from clay.comclay.com/pricingclay.com/faqclay.com/aboutclay.com/use-cases/crm-enrichment· reviewed by a person · updated Nov 1, 2026