Clay

Name: Clay
Brand: Clay

AI-powered go-to-market platform that finds, enriches, and engages your ideal customers.

softwareAI MarketingGTM AutomationData EnrichmentAI Agents

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Our Verdict

Best for

B2B teams that want to combine many data providers and AI research into one outbound workflow.

Skip if

You just need a simple, low-cost email finder rather than a full GTM automation platform.

What is Clay?

Clay is a go-to-market infrastructure platform that combines data enrichment from over 150 providers with AI agents (called Claygents) to help sales and marketing teams research accounts, qualify leads, and launch personalized outbound campaigns. It centralizes first- and third-party data through a spreadsheet-like workflow builder, layering multiple data sources so teams get more complete coverage on companies and contacts than any single provider offers alone. Beyond enrichment, Clay orchestrates the entire GTM workflow: its AI agents can research prospects, draft personalized outreach, sync results into a CRM, and even push audiences directly to LinkedIn, Meta, and Google Ads. It connects with tools like Salesforce, HubSpot, Snowflake, and Intercom, and exposes an API/CLI so technical teams can build custom automation on top of the platform.

SpecificationsAI-estimated

deploymentCloud/SaaS

open source❌ No

api available✅ Yes

support optionsEmail, priority support on Growth+ plans

key integrationsSalesforce, HubSpot, Snowflake, LinkedIn, Meta, Google Ads, Intercom

Key Features of Clay

Layers over 150 data providers in a waterfall to maximize enrichment coverage on companies and contacts.

Claygents (AI agents) autonomously research target accounts and individuals before outreach or calls.

Tracks job changes and promotions through built-in signals and intent data.

Native email sequencer lets teams launch personalized campaigns without leaving the platform.

Syncs enriched audiences directly to LinkedIn, Meta, and Google Ads for targeted advertising.

Reverse ETL and CRM enrichment keep Salesforce and HubSpot records continuously up to date.

Offers an API and CLI for building fully custom enrichment and automation agents.

Spreadsheet-style workflow builder makes complex, multi-step data pipelines accessible to non-engineers.

Use Cases for Clay

Outbound prospecting lists

Build and enrich targeted lead lists by layering multiple data sources for higher match rates.

Account research automation

Use Claygents to automatically research target companies before sales calls or campaigns.

CRM data hygiene

Continuously enrich and update stale CRM records via reverse ETL sync.

Ad audience building

Push enriched, qualified audiences directly into LinkedIn, Meta, and Google ad platforms.

Pros & Cons of Clay

Pros

Combines dozens of data providers in one waterfall instead of juggling separate tools
AI agents can handle open-ended research tasks, not just structured lookups
Deep integrations with major CRMs and ad platforms
Flexible enough for both no-code marketers and API-driven engineering teams

Cons

Pricing is usage-based (actions/credits) which can get expensive at scale
Steep learning curve for building complex multi-step workflows
Best value requires understanding how to combine providers efficiently

Frequently Asked Questions

What is Clay used for?

Clay is used to research, enrich, and act on go-to-market data, combining dozens of data providers and AI agents to power sales prospecting, lead qualification, and personalized outreach.

Does Clay have a free plan?

Yes, Clay offers a free plan with 500 actions and 100 data credits per month, unlimited seats and tables, and up to 200 rows per table.

What are Claygents?

Claygents are Clay's AI agents that can autonomously research companies and people, qualify accounts, and prepare for calls or follow-ups.

What tools does Clay integrate with?

Clay integrates with Salesforce, HubSpot, Snowflake, LinkedIn, Meta, Google Ads, Intercom, and over 150 additional data providers.

Pricing Overview

View full pricing →

Freemium

Free

Launch

$167/month ($54/month billed annually)

Growth

$446/month ($185/month billed annually)

Enterprise

Custom

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Bardeen is a browser-based automation platform aimed at sales, revenue operations, and other go-to-market teams. Its web scraper and web search tools pull data from virtually any site, while its enrichment feature fills in verified contact details for the leads you collect. Bardeen adds an AI qualification layer that scores and prioritizes leads against your ideal customer profile, then exports results to CSV, Google Sheets, Airtable, or Notion. It's built as a Chrome extension plus web app, with SOC 2 Type II and GDPR compliance for teams that need enterprise-grade security.

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