Clay: Key Features, Pricing, Rating, & Alternatives

Clay

Clay is an AI-powered marketing platform that streamlines outbound sales by automating lead enrichment, segmentation, and personalized outreach, enabling teams to scale their efforts effectively.

4.5

Updated 09/10/2025

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What is Clay?

Founder: Ryan Narod
Launch: 2021
Use Cases: Outbound sales automation, lead enrichment, personalized outreach
Technology: AI-driven workflows, multi-source data enrichment, CRM integrations

Clay is an AI-powered no-code data enrichment and automation platform built for go-to-market teams to accelerate lead generation, research, and outreach at scale. With its user-friendly spreadsheet-like “board” interface, users can add raw lists from Google Sheets, CSV files, and LinkedIn and enrich them automatically to include verified contact information, company information, technographics and firmographics, and buying signals from over 100 premium data partners like Clearbit, Apollo, and People Data Labs. Clay's built-in AI agents enhance work processes by helping with real-time research, summarizing websites, creating personalized outreach messages, and using waterfall logic when needed to provide the most accurate information.

Once a record is enriched, it may be pushed directly into a CRM or to email tools and connected by APIs and webhooks to automate follow-up workflows and campaigns. By marrying strong data enrichment with workflow automation, Clay saves revenue teams hours of manual work, improves targeting, and finally empowers organizations to scale personalized outreach with accuracy.