Clay
AI-powered B2B GTM agent platform that researches accounts, enriches data, and automates outbound prospecting workflows
Pricing
Free & Paid
Platforms
Web, API, CLI...
Developer
Clay Labs, Inc.
Rating
4.6 / 5.0
Last Updated
August 29, 2026
Overview
Clay started life as a spreadsheet for B2B outbound data and has grown into one of the most widely adopted go-to-market platforms in sales and marketing.
At its core, Clay centralizes first- and third-party data sources, lets teams buy from a marketplace of 200+ data providers in one place, and merges multiple providers with a feature called Waterfall to get the best coverage per record.
On top of that data layer sit AI agents the company calls Claygents, which research target companies and people automatically, plus workflows that chain enrichment, formatting, and messaging actions into repeatable sequences.
For marketing teams the practical payoff is simple: account research, CRM enrichment, and list building that used to take days of manual spreadsheet work now run as automated workflows, and the output stays fresh because Clay continuously tracks signals like job changes, promotions, and funding events.
Technical teams can also drive Clay programmatically through its API, CLI, and an MCP server that gives coding agents and AI tools direct access to prospecting data.
Clay is trusted by GTM teams at companies including OpenAI, Canva, Figma, Rippling, and Mistral, and the company has been valued around $5B in employee share sales — a strong trust signal for a category full of short-lived startups.
Use Cases
Researching target accounts and contacts with AI before outbound outreach
Enriching and cleaning CRM records at scale with waterfall data merging
Building and refreshing TAM lists and territory plans automatically
Tracking buying signals like job changes to time outreach sequences
Syncing enriched audiences into ads and outbound tools with workflows
Who Is This For
B2B marketing and sales teams running outbound and account-based programs
GTM operations specialists who want research and enrichment on autopilot
Agencies managing prospecting data for multiple clients
Technical marketers who want MCP/API access from AI tools and coding agents
Startups on the free plan that plan to scale data volume as pipeline grows
Key Features
Claygents AI Research
AI agents that research target companies and people automatically, producing personalized prospecting briefs from live data instead of manual digging.
Data Marketplace & Waterfall
Buy from 200+ data providers in one place and merge multiple sources per record with Waterfall for the best possible coverage.
Signals & Intent Tracking
Continuously tracks job changes, promotions, funding events, and other buying signals so your lists stay fresh and outreach is well-timed.
Workflow Automation
Chain enrichment, AI formatting, and actions into multi-step GTM workflows that run on schedules or triggers across your stack.
Clay MCP, API & CLI
Expose the best prospecting data to coding agents and AI tools through an MCP server, REST API, and CLI for AI-first GTM stacks.
Pros & Cons
Pros
- Deepest B2B data infrastructure — 200+ providers with waterfall merging for coverage
- Claygents compress account research from days to minutes
- MCP/API/CLI access makes Clay the data layer for AI-first sales and marketing stacks
- Signals and intent tracking keep prospect lists continuously fresh
- Real free plan and clear path from startup to enterprise scale
Cons
- Data credits can burn quickly with premium providers, so costs need monitoring
- Spreadsheet-style UI has a learning curve for non-technical marketers
- Power is gated behind workflow design skills for complex use cases
Pricing Plans
Free
Start building without a credit card.
- Core Clay tables and integrations
- Limited data credits
- No phone number enrichment
- Community support
Launch
For individuals and small teams automating their first prospecting workflows ($167/mo billed annually).
- 100 data credits
- 500 actions per month
- Waterfall and signals
- Standard support
Growth
For scaling GTM teams with heavier data and automation volume ($446/mo billed annually).
- Expanded data credits and actions
- Advanced workflows and functions
- Priority support
Enterprise
For organizations with high volume and custom needs.
- Higher volume limits
- Custom data agreements
- Dedicated success management
Frequently Asked Questions
Editorial Review
Editorial Team
August 29, 2026
Clay is the closest thing to a data layer for AI-driven outbound that we have tested. Claygents do real research — not generic summaries — and the 200+ provider marketplace with Waterfall merging solves the coverage problem that plagues every other enrichment tool. For B2B teams, this is the agent worth building your GTM stack around.
Editorial Team
August 29, 2026
The value is undeniable, but the pricing model deserves scrutiny: data credits are consumed per provider and per field, so premium enrichment can get expensive fast. We recommend prototyping on the free plan and auditing credit burn before committing to Growth. Still one of the best ROI stories in B2B sales tech.
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