Stack
Clay is a GTM data and workflow platform made by Clay. We build with Clay to connect a marketing team to 150-plus data providers with waterfall enrichment, and to route the results into enriched lead lists, outbound sequences, CRM fields and ad audiences across LinkedIn, Meta and Google.
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Clay is GTM data and workflow infrastructure. Teams connect to a marketplace of 150-plus data providers and run them in a waterfall, which means Clay tries each provider in order and stops when one returns a result. Claygent is an AI research agent built into Clay that researches companies and contacts on the web. Clay Workflows is the visual canvas where enrichment, outbound and CRM plays are built with triggers, webhooks and scheduled runs. Clay MCP lets AI agents call Clay's data layer directly and is priced separately from standard plans.
Maker: Clay · Status: GA, 500,000+ GTM teams self-reported · Official site: www.clay.com
The marketing jobs we build with it
A form submission triggers Clay, which enriches the lead with firmographic and contact data from multiple providers before it reaches the CRM or sales team. Leads arrive with context already attached, so the rep knows the account before the first reply.
Clay watches for job changes, funding rounds, company news and hiring signals and builds a fresh outbound list each week. The list goes into the sequence tool with personalized fields already populated from the enrichment run.
Enriched lists are pushed to LinkedIn, Meta or Google Ads as custom audiences. The audience stays matched to your ideal customer profile because the list refreshes.
Clay monitors for signals that a closed-lost account has changed: new funding, a new title in the buying committee or a product launch. When a trigger fires, the account is queued for re-engagement with the new context attached.
When we choose it, and when we don't
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FAQ
Clay is used for lead enrichment, signal-based outbound, ad audience building and CRM sync. Teams connect to 150-plus data providers and run them in a waterfall. The output feeds into sequences, CRM fields or ad platforms.
Claygent is an AI research agent built into Clay. It researches companies and contacts on the web for custom data points. It runs inside Clay Workflows alongside the standard data provider lookups.
A waterfall runs enrichment providers in sequence and stops when one returns a result. It helps when no single provider has full coverage of your list. Check Clay's pricing page for how credits are counted on each plan.
A typical build starts with an enrichment workflow triggered by a form submission or a new account in the CRM. Clay pulls firmographic, contact and intent data from the relevant providers and routes the enriched record to the sequence tool or CRM. A more advanced build adds signal monitoring so the list updates automatically when a buying trigger fires.
Clay MCP lets AI agents call Clay's data layer directly. It works through approved Clay Functions and is priced separately from standard plans. Not every Clay workflow is callable from an AI assistant automatically.
Tell us the repetitive work. We will tell you whether Clay is the right place to build it.
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