Clay
by Clay
A go-to-market automation platform that centralizes data enrichment, prospect discovery, and workflow orchestration for revenue teams. Current tagline (clay.com, 2026-10-02): “Infrastructure to get any data, run agentic workflows, and launch GTM plays.”
See https://clay.com
Features (clay.com and Clay blog, 2026-10-02)
- Data marketplace: the vendor page states 150+ data providers (an earlier snapshot said 200+), with waterfall enrichment across providers
- Audiences: unlimited people/company searches combining first- and third-party data; Signals and intent (job changes, promotions, web intent)
- Claygents (AI research agents) with a Claygent Builder (natural-language agent creation); Account Agents
- Workflows and Functions (reusable logic); a natural-language workflow/API setup feature earlier called Sculptor (not on the current homepage; whether it still exists is unverified)
- Sequencer: native email sequencing; Clay Ads: sync audiences to LinkedIn, Meta and Google
- MCP for Reps, an Agent Plugin CLI/API, and a Skills Marketplace for coding agents
- Tables, scheduled columns/sources, HTTP API and webhooks, CRM connectors (Salesforce, HubSpot) and Claybooks templates
- Bring-your-own API keys to skip data-credit costs
Vendor positioning (not independently verified)
The vendor positions Clay as a way to automate prospect research, data enrichment and outreach for revenue operations, SDR and marketing ops teams. Intended advantages, as the vendor describes them:
- Data aggregation: many data providers from one platform instead of several tools
- Prospect discovery across multiple sources (the earlier note listed Google Maps, GitHub, directories and Crunchbase; not re-verified)
- Waterfall enrichment: the vendor’s pricing model charges data credits for provider lookups (details on the pricing page)
- No-code conditional workflows and scheduled enrichments / webhook-driven pipelines
- Intent-based targeting from buying signals (Signals feature)
- Personalised outreach at scale via Claygents and the Sequencer
Pricing (clay.com/pricing, 2026-10-02)
Two meters: actions (platform usage; do not roll over) and data credits (buy data from providers; roll over up to 2x the monthly amount; cheaper per credit at volume).
| Plan | Includes |
|---|---|
| Free | 500 actions and 100 data credits per month, unlimited seats |
| Launch | 15,000 actions, 3,000 data credits, phone enrichment, job-change signals |
| Growth | 40,000 actions, 6,000 data credits, CRM auto-sync, API, web intent signals |
| Enterprise | custom, annual: unlimited searches, SSO, RBAC, dedicated growth strategist |
Current prices: see the vendor pricing page https://www.clay.com/pricing
Company (Clay blog, 2026-10-05)
Clay’s blog post “Clay raises 115M Series D at a 100M ARR reached 2025-12-07 after 4x revenue growth in 2025, and 17,000+ customers (homepage claims 500,000 GTM teams using the platform; the two figures are not reconciled). Customers named include Anthropic, Google, OpenAI, Stripe, ElevenLabs, Visa, Siemens and UPS (vendor-stated).
Integrations
- CRMs: Salesforce, HubSpot (sync enriched records back to system of record)
- Data providers: Crunchbase and other enrichment providers (configured in waterfall; list not re-verified)
- Outreach tools: email sequencers and campaign platforms (export/draft messages)
- Webhooks & HTTP APIs: for pushing/pulling data programmatically; an AI-assisted API setup feature (earlier called Sculptor; status unverified) was described as generating API configs from plain-language descriptions
- Other tools: Notion, Google Docs/Slides, Loom, Gong, HeyGen and data warehouses were listed in an earlier snapshot (not re-verified)
Typical use cases (generic, not from a cited source)
- CRM enrichment and data hygiene
- Territory sourcing and planning
- Inbound lead enrichment and routing
- Intent-based outbound campaigns
- Account-based marketing (ABM)
- Lead and account scoring
- Multi-step nurture sequences
- Outbound lead discovery and enrichment pipelines for SDR teams
- Bulk CRM data cleansing and enrichment for RevOps
- Dynamic audience building for targeted marketing campaigns
- Automated qualification and approval workflows for high-volume inbound leads
- Personalized message generation and export to sequencers for large-scale outreach
How it works (high-level)
- Create a table and upload campaigns or seed domains/records.
- Add scheduled columns/sources and enrichment steps using chosen providers.
- Build conditional workflow steps with fallback logic (e.g., try Provider A → if fail → Provider B).
- Use “Use AI” (Claygent) to extract web content, draft messages, or summarize company profiles.
- Export messages to your sequencer or push enriched records back to CRM via webhooks/API actions.
- Schedule recurring enrichments to keep data fresh.
Best practices (author’s suggestions, opinion)
- Start with templates/Claybooks to learn patterns before building custom pipelines.
- Test enrichments on a single row before running entire tables to save credits.
- Use waterfall enrichment, which the vendor says controls cost across providers.
- If the AI-assisted API setup feature (formerly Sculptor) is still available, pasting API docs was the earlier advice (unverified).
- Build conditional logic to avoid infinite loops and unnecessary calls.
Common pitfalls
- Over-reliance on a single data provider reduces coverage; use multi-provider waterfalls.
- Misconfigured API keys or wrong endpoints can cause silent failures—test thoroughly.
- Infinite-loop workflows if conditional logic is not carefully designed.
- Hidden characters when pasting API docs may break the AI-assisted API setup (earlier advice, unverified).
Example workflows
- Enrich CRM leads nightly: webhook from CRM → Clay table → run enrichment waterfall → push back verified contacts and scores.
- Prospect discovery: input target list of domains → AI site research → extract key signals (funding, tech stack) → auto-score → export top prospects to sequencer.
Technology Stack
- AI research agents (Claygent)
- Natural language workflow builder (Claygent Builder; earlier called Sculptor, status unverified)
- Native email automation (Sequencer)
- Security certifications (SOC 2 Type II, GDPR, CCPA): not stated on the pages reached; unverified
Related
Open items
- Series D investors, the 17k vs 500,000 customer figures, SOC 2/GDPR claims, whether Sculptor still exists under that name, are unverified (vendor pages only; web search unavailable).
- “14-day free trial” claim from the earlier version was dropped: the pricing page now shows a Free plan instead.
Sources
- https://www.clay.com/pricing (2026-10-02)
- https://www.clay.com/ (2026-10-02)
- https://www.clay.com/blog (2026-10-02, 2026-10-05)