A spreadsheet-style workflow tool that chains multiple data providers, enrichment waterfalls and AI steps together on a list of accounts or people.
Visit the Clay website →Multi-source enrichment and custom research workflows that a single data provider can't cover on its own.
Waterfall enrichment across several providers instead of trusting one source
Custom, repeatable research workflows on a list of accounts
AI-assisted research steps (Clay's own agent, Claygent) on messy or non-standard data
Connecting outbound data work to downstream tools without custom code
We use Clay whenever a single provider's enrichment isn't good enough on its own — stacking several sources, de-duplicating, and running AI research steps against company websites or public data to fill in what structured databases miss.
We don't reach for Clay for a simple, one-shot list pull where a single data provider already gets you 90% of the way there — the waterfall setup is overhead you don't need for a small, straightforward campaign.
Pricing changes frequently — check Clay's website for current plans.
Clay is the tool we reach for the moment a market stops being well-served by any single database. It's slower to set up than a direct Apollo export, but that setup is what lets you combine several weak signals into one usable record.
The real skill isn't the tool itself — it's knowing which providers to waterfall in what order for a given market, and when to stop automating and have a human look at the record instead.