Clay

Clay is an AI go-to-market platform that builds prospect lists, enriches them from 100+ data providers and writes personalised outreach. It is used by sales and growth teams who want research done automatically before a single email is sent.

Key features

• Waterfall enrichment across many data vendors to maximise match rates.
• AI research agent that reads websites and answers custom questions per lead.
• Spreadsheet-style tables with formulas, filters and scoring.
• Personalised email copy generated from each account''s real context.
• Native sync with HubSpot, Salesforce and outbound sending tools.

Who it is for

• Outbound sales teams building targeted lists instead of buying static ones.
• Growth marketers scoring and routing inbound signups automatically.
• RevOps teams cleaning and enriching an existing CRM.
• Agencies running lead generation for multiple clients.

Pricing

Clay is freemium. A free plan includes a monthly credit allowance for enrichment, and Starter, Explorer and Pro plans add more credits, email sending integrations and AI research runs. Enterprise plans cover higher volume and support.

Why people choose it

Personalised outreach normally means an hour of manual research per account, and that is the bottleneck Clay removes. Its research agent visits a company''s site and returns the specific fact a rep would have looked for, while waterfall enrichment tries provider after provider until a work email or firmographic field is found, which lifts coverage far above any single vendor. Because everything lives in a familiar table with formulas, non-technical operators can build sophisticated scoring and routing logic without engineering help, and the CRM sync means the enriched data ends up where reps already work.