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Clay

Clay is a B2B data enrichment and outbound automation platform that combines multiple data providers, AI-powered rese...

Updated Jun 2026· 80/100
automation#write-code#do-research#analyze-data#automate-workflows
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About Clay

Clay is a B2B data enrichment and outbound automation platform that combines multiple data providers, AI-powered research agents (Claygents), and workflow automation for sales and marketing teams. It uses a waterfall enrichment approach to maximize data coverage and offers signal tracking for job changes and promotions. Pricing starts at $185/month for the Launch plan.

Clay is a go-to-market platform designed for sales and marketing teams that need to enrich prospect data and automate outbound workflows. It aggregates data from multiple providers through its waterfall enrichment feature, which queries sources sequentially to maximize contact coverage. The platform includes Claygents, AI agents that research companies and people based on custom criteria, and tracks buying signals like job changes and promotions. Users report that Clay's multi-source approach and automation capabilities significantly improve lead generation efficiency, though the platform has a steep learning curve and can become expensive at scale.

Pros & cons

Pros

  • Waterfall enrichment combines multiple data providers for superior contact coverage compared to single-source tools
  • Users report 90% of sourced deals came directly from Clay, with significant revenue impact for sales teams
  • AI-powered Claygents can research companies and decision-makers by custom keywords and criteria
  • Easy deduplication process and intuitive interface for managing complex data workflows

Cons

  • Steep learning curve makes it challenging for new users to adopt and start using effectively
  • Pricing can become expensive, especially for teams with high data enrichment needs
  • Some users find the platform complex compared to simpler alternatives, requiring time investment to master

Pricing plans

Launch
$185 / month
  • 10,000 credits included
  • Data enrichment from multiple providers
  • Basic automation workflows
Explorer
$349 / month
  • 10,000 credits included
  • Webhooks enabled
  • Advanced automation capabilities
Growth
$495 / month
  • Higher credit allocation
  • Full platform features
  • Team collaboration tools

Key features

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Feature
Clay
Regie.ai
Apollo
Pricing
Freemium
Freemium
Freemium
Free plan
Yes
Yes
Yes
Free trial
No
No
No
API
Yes
—
—
Self-hosted
No
No
No
Team support
—
Yes
Yes

Frequently asked questions

Is Clay free?+

Clay offers a free trial, but the research does not confirm a permanent free plan. Paid plans start at $185/month for the Launch tier, which includes 10,000 credits. The platform uses a credit-based system where enrichment and actions consume credits.

What does Clay integrate with?+

The research mentions webhooks are available starting with the Explorer plan ($349/month) and references a data marketplace, but specific integration details were not found in our research. Check the official Clay website for a complete list of supported integrations.

How does Clay compare to alternatives?+

Clay is considered ahead in terms of features, particularly for multi-source enrichment where it outperforms single-database tools like Apollo or ZoomInfo. However, alternatives like Seamless.AI offer real-time data search, while ZoomInfo provides an all-in-one solution. Clay's DIY approach requires more setup but offers greater flexibility than finished platforms.

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