Clay

Clay is a GTM infrastructure platform for teams to get data, enrich records, run AI-assisted workflows, and launch revenue ops in one system.

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Overview

Clay is a GTM infrastructure platform for teams that want to collect data, enrich records, and trigger actions from the same system. The homepage positions it as a way to “build systems to grow revenue,” while the product description emphasizes getting data, running agentic workflows, and launching GTM plays.

Across the source pages, Clay combines AI research, waterfall enrichment, data marketplace access, sequenced messaging, and audience syncing into one workflow-oriented toolset. The pricing page also shows that the platform is packaged for individual users, growing teams, and enterprise buyers, with usage measured through Data Credits and Actions.

Core capabilities

Claygent AI research

Research target companies and people with AI agents, then connect those findings to downstream GTM workflows.

Waterfall enrichment

Combine multiple data providers to improve contact and company coverage when a single source is incomplete.

Signals and intent tracking

Track changes and signals such as job changes, promotions, and web intent to time outreach and prioritization.

Data marketplace

Buy data from 150+ providers in one place and use that data across enrichment and workflow steps.

Sequencer

Sequence outreach with Clay’s native sequencer or automate messaging flows tied to prospecting and follow-up work.

Audiences and ad sync

Centralize first- and third-party data sources, then sync audiences to LinkedIn, Meta, and Google for GTM execution.

Common use cases

Outbound prospecting
Find accounts and contacts, enrich them from multiple sources, and prepare a more complete prospecting list before outreach begins.
Inbound lead handling
Enrich inbound leads, score them with signals, and route them to the right rep or workflow quickly.
CRM enrichment
Keep CRM records accurate and refreshed by syncing, enriching, and updating data over time.
Audience activation
Build and sync ad audiences from first- and third-party data so campaigns can target specific accounts or segments.
AI-assisted GTM workflows
Use AI agents and sequencing together to research targets, draft outreach, and automate parts of GTM execution.

Pros and Cons

Pros

Combines data sourcing, enrichment, AI research, sequencing, and audience activation in one platform.
Supports multiple GTM motions, including prospecting, inbound routing, CRM enrichment, outbound, and ad audience sync.
Offers a clear packaging model across Free, Launch, Growth, and Enterprise tiers.
Includes enterprise-oriented controls and support options such as SSO and RBAC on the Enterprise plan.
Connects to a large data marketplace with 150+ providers, giving users multiple enrichment options.

Cons

Several feature areas are only lightly documented in the provided sources, so the product page should avoid assuming deeper functionality beyond the examples shown.
Pricing and usage can depend on Data Credits and Actions, which may require teams to monitor consumption as they scale.

FAQ

Who is Clay for?

Clay is designed for GTM teams that need to source data, enrich records, run AI-assisted research, and trigger outbound or ad workflows from one system. The pricing page also shows plan tiers for individuals, teams, and enterprise buyers.

How are Clay plans structured?

Clay’s plans are organized by use case and scale. The Free plan is for learning and experimentation, Launch for individuals and small teams automating first prospecting workflows, Growth for teams scaling GTM motions, and Enterprise for larger-scale deployments with added security and control.

What is the difference between Data Credits and Actions?

Clay separates Data Credits from Actions. Data Credits pay for purchased data from Clay’s marketplace and can roll over, while Actions cover the platform work Clay performs during orchestration and reset each billing cycle.

What does Claygent do?

Claygent is Clay’s AI agent capability for GTM. The source describes it as a way to build, test, and deploy agents that research the web, execute plays, and orchestrate workflows connected to first- and third-party data.

Quick Facts

Category: GTM infrastructure platform
Primary users: GTM teams, including sales, marketing, and ops
Source domain: clay.com
Core workflow: Get data, enrich it, and trigger GTM actions
Pricing model: Free, Launch, Growth, and Enterprise plans with Data Credits and Actions
Notable capabilities: Claygent, waterfall enrichment, sequencer, signals, and audiences