How does the 'waterfall' enrichment work?

Waterfall enrichment lets you chain multiple data providers together in sequence for a single data point. If one provider fails or returns low-quality data, Clay automatically tries the next provider in the sequence, maximizing coverage.

Who on my team should use Clay?

Typically, GTM Ops or a growth lead implements and runs the platform. SDRs and AEs benefit from the enriched data and workflows pushed into their CRM, but don't usually need to use Clay directly.

What are 'actions' and 'data credits'?

An 'action' is a single row processed in a workflow step (e.g., an enrichment lookup or AI formula). 'Data credits' are used when pulling specific, high-value data points from premium providers in the marketplace.

Can I use my own API keys with Clay?

Yes, you can bring your own API keys for supported providers (e.g., Clearbit, Hunter) to use your existing subscriptions directly within Clay workflows, avoiding additional marketplace credit usage.

How does the Agent Plugin work for developers?

The Agent Plugin provides a CLI and API that allow you to build and run custom coding agents directly within Clay. This lets you programmatically interact with your Clay workspace, execute workflows, and manipulate data.

Is there a limit on team size or seats?

Clay offers unlimited seats on all plans, including the free tier. Pricing is based on usage (actions and data credits), not per-user licensing.

Directory/Marketing/Data Enrichment/Clay

Clay

Clay is a GTM (Go-to-Market) orchestration platform that combines a data marketplace with AI agents to automate prospecting, enrichment, and outreach. It centralizes access to over 200 data providers for superior contact and company data, and uses AI agents (Claygents) for custom web research, replacing manual SDR work. The platform enables teams to build automated workflows that enrich CRM data, score inbound leads, and execute personalized outbound campaigns at scale. Key capabilities include waterfall data enrichment across multiple providers for maximum coverage, AI-powered web scraping and research, automated email sequencing, and integrations with major CRMs and ad platforms. Clay is designed for GTM operations, marketing, and sales teams ranging from startups to enterprises, aiming to replace multiple point solutions for prospecting, data enrichment, and message drafting.

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Added on

Sep 19, 2026

Monthly Visits

1.6M

Data MarketplaceAI AgentsCRM EnrichmentWorkflow OrchestrationEmail SequencerSignal Tracking

Product information

Everything worth knowing about Clay

The complete picture — from everyday features to the technical detail builders and IT folks dig for.

Core features

What it actually does

Data Marketplace & Waterfalls

Combine 170+ data enrichment providers into a single marketplace. Run multi-provider waterfalls for superior contact and company data coverage vs. single providers.

AI Agents (Claygents)

Deploy AI agents to research target companies and people by scraping websites, analyzing PDFs, and performing complex web research that replaces manual SDR work.

CRM Enrichment & Sync

Auto-sync and enrich data directly to your CRM (Salesforce, HubSpot, etc.). Automatically clean and update records to maintain a live, accurate data foundation.

Automated Outreach & Sequencer

Use AI to draft personalized, compelling messages based on enriched data. Send emails via Clay's native sequencer or integrate with your existing outreach tools.

Workflow Orchestration & Functions

Build custom workflows by linking data sources, enrichment steps, and actions. Create reusable functions to standardize logic across multiple automations.

Signals & Intent Tracking

Monitor job changes, promotions, company news, and other intent signals to trigger automated workflows and outbound campaigns.

Technical capabilities

Bring Your Own API Key

Flexibility to use your own third-party API keys within Clay workflows, allowing you to leverage existing subscriptions and custom integrations.

Must watch videos

1:06

Tutorial1:06

We raised $115 million to help you grow

Clay has raised $115M in Series D funding at a $7.1B valuation, following 4x revenue growth in 2025. More than 17k customers, including 80% of the Forbes AI50 and companies like Anthropic, Google, OpenAI, Stripe, ElevenLabs, Visa, Siemens, and UPS, use Clay as their infrastructure for growth. Blog: https://www.clay.com/blog/series-d NYT: https://www.nytimes.com/2026/09/09/business/dealbook/clay-ai-fundraising.html

I sent 10,000,000 cold emails and learned this

21:53

Tutorial21:53

I sent 10,000,000 cold emails and learned this

I sent 10,000,000 cold emails and learned this Try Clay today for free! Get 3,000 credits when you become a paying customer using this link: https://dub.sh/ktYJVIF I’m sharing what I learned after sending 10,000,000 cold emails. Whether you're interested in mastering cold email or improving your cold email marketing game, this video breaks it all down. Learn actionable strategies for cold email outreach and get tips on how to succeed with cold emailing at scale. If you’ve been struggling with cold emails, this video is packed with insights to help you. Discover the secrets to effective outreach and cold outreach that drive results. For anyone involved in lead generation or looking for the best lead generation strategies, this is for you. I also dive into b2b lead generation, how to use lead generation tools, and how to do lead generation successfully. You’ll learn how to generate leads, improve your cold email lead generation, and boost your sales funnel. This video also offers tips on lead generation tips, lead generation marketing, and understanding lead gen. If you’re wondering how to write cold emails, you’ll get a clear cold email strategy that works. From identifying the best lead generation tools to implementing a strong lead generation strategy, everything you need is right here. Whether you’re seeking a lead generation tutorial or the best practices for cold emailing, this video will help you master the art of cold outreach and turn it into a winning formula.

4:36

Tutorial4:36

What is Clay?

Try Clay today for free! https://dub.sh/ktYJVIF Clay is the go-to creative tool for growth! Whether you’re new to cold emailing or an experienced professional, I’ll show you how cold emails can be a powerful tool for outreach. You’ll learn effective methods for lead generation and discover lead generation strategies that work, especially for B2B lead generation. If you’re looking for lead gen techniques or wondering how to write cold emails, this video has you covered with expert advice on cold email strategy. By the end of this video, you’ll know how to boost your cold email campaigns by using Clay.com and it’s features like: Access 80+ data sources with pay-per-use pricing AI-powered web research with Claygent Waterfall enrichment for maximum data coverage Seamless CRM integration & workflow automation ~~~ Timestamps 00:00 Intro 00:53 Find 02:02 Enrich 02:57 Transform 03:08 Export 04:05 Outro

Who uses it

Real use cases, no hype

Outbound Prospecting Automation

Build highly targeted lead lists from multiple sources and automate personalized outreach at scale.

CRM Enrichment & Hygiene

Continuously enrich and update records in your CRM with the latest contact and company data from multiple providers.

AI-Powered Account Research

Use Claygent to scrape and analyze webpages, PDFs, and social profiles for deep, unstructured insights on prospects.

ABM Campaign Orchestration

Coordinate multi-channel plays for target accounts using signals, intent data, and automated workflows.

Custom Data Point Generation

Create unique, proprietary data fields (e.g., tech stack, recent funding, hiring needs) for hyper-personalization.

RevOps Data Infrastructure

Act as the central data orchestration layer, connecting disparate tools and automating data flow between systems.

Inbound Lead Scoring & Routing

Enrich inbound form submissions with firmographic and technographic data to score and route leads automatically.

What's great

Massive data marketplace with 200+ providers in one place
Powerful AI agents (Claygent) for custom web research and data enrichment
Visual workflow builder for complex, multi-step GTM automations
Strong community and University resources for learning complex builds

Technical strengths

Enables 'waterfall' enrichment to maximize data coverage and quality
Native CRM sync and reverse ETL keeps all systems data-live
Agent plugin and API allow building custom coding agents directly in Clay

Where it falls short

Steep learning curve for non-technical GTM operators
Pricing can become expensive at scale with heavy data credit usage
Core 'actions' model can be confusing to track and optimize

Technical limitations

Dependent on third-party data provider uptime and accuracy
No built-in email sending; requires integration with a separate sequencer
Complexity in debugging and managing multiple API keys and provider failures

For technical folks

The deep-dive specs

FAQ

Includes technical Q&A

Clay is a GTM data orchestration platform that combines 200+ data providers and AI agents. It replaces standalone prospecting, data enrichment, and manual research tools, but not email senders or CRMs.