Clay
Clay pulls data from 200+ sources and automates go-to-market workflows for sales and marketing teams.
Independent overview by new Mantra · updated July 3, 2026
- Category
- Sales · Marketing
- Pricing
- Free (1.2K data credits/yr); Launch from $167/mo (180K actions + 30K data credits/yr); Growth from $446/mo (480K actions + 72K data credits/yr); unlimited seats; ~10% off annual; Enterprise custom
- Implementation
- 2-4 weeks
- Adoption risk
- Medium
- Integrates with
- HubSpot, Salesforce, Apollo, LinkedIn, Smartlead
What Clay does
Clay is a go-to-market data and automation platform. It connects to more than 200 data providers through a single contract, letting teams pull company information, contact details, job signals, and web intent into one place without managing separate vendor relationships.
From that data layer, teams build automated workflows: enriching CRM records, scoring and routing inbound leads, building prospect lists, and triggering personalized outreach. A natural-language workflow builder called Sculptor lets users describe what they want to build rather than writing code. AI agents called Claygents can research accounts and contacts on an ongoing basis, flagging changes like job moves, headcount shifts, or hiring signals.
Clay connects to tools teams already use — HubSpot, Salesforce, Apollo, LinkedIn, and Smartlead — and can sync audiences to LinkedIn, Meta, and Google Ads. It handles both outbound prospecting and inbound lead processing, so it covers multiple stages of a typical go-to-market motion.
Key capabilities
Multi-source data marketplace
Access data from 200+ providers under one contract. A waterfall approach queries multiple sources in sequence to maximize coverage on any given record.
AI research agents
Claygents research target companies and people automatically, monitoring for signals like job changes, promotions, and web activity so reps always have current context.
Natural-language workflow builder
Sculptor lets you describe a GTM workflow in plain English and builds it for you, reducing the technical skill needed to set up automation.
CRM enrichment and hygiene
Clay continuously refreshes records in HubSpot or Salesforce with live data, keeping contact and account information accurate without manual effort.
Inbound lead scoring and routing
Enrich, score, and route every inbound lead to the right rep using real-time intent and engagement signals.
Ad audience sync
Turn account lists from your CRM into targeted ad audiences and push them directly to LinkedIn, Meta, and Google Ads.
Best for
- Sales and marketing ops teams that manage prospecting workflows and want to consolidate multiple data vendors into one platform
- GTM teams running outbound campaigns who need contact and company data enriched automatically rather than researched manually
- Organizations that want to automate inbound lead scoring and routing without building custom integrations from scratch
- Teams already using HubSpot, Salesforce, Apollo, LinkedIn, or Smartlead and looking for a layer that ties those tools together
- Companies at the startup or growth stage that want to build account-based or outbound motions without a large ops headcount
Worth knowing
- Pricing combines actions and data credits: Launch starts at $167 per month (180,000 actions and 30,000 data credits a year) and Growth at $446 per month (480,000 actions and 72,000 data credits a year). Heavy data enrichment can consume credits quickly, so model your expected usage before committing to a tier.
- Implementation is estimated at two to four weeks, which means some upfront setup time is required. Teams without a dedicated ops or GTM engineer may need outside help to configure workflows effectively.
- Rolling it out takes some change-management effort, reflecting the integration complexity involved in connecting multiple data sources and CRM systems. Expect a learning curve before workflows run reliably.
- Value is closely tied to how much automation and enrichment volume you need. If your prospecting process is small-scale or mostly manual by design, the cost may not be justified.
- Clay is a data and workflow layer, not a CRM or outreach tool by itself. You still need a sending tool and a CRM; Clay works alongside them rather than replacing them.
Related tools
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