Clay: AI-Powered Lead Enrichment for Scalable Personalization
Published on 2025/03/31 by Jasper Sutter
Introduction
B2B prospecting is a data game—and most teams are either drowning in bad data or stuck manually researching leads. Clay aims to fix that. It’s an AI-powered platform that connects to over 75 data sources to build and enrich prospect lists, automate personalization, and trigger outreach workflows with minimal human effort.
What It Offers
Clay combines spreadsheet logic with a data warehouse and prospecting tools. Its key features include:
- 75+ integrations with tools like LinkedIn, Apollo, Clearbit, Twitter, and more
- Dynamic tables with formulas and conditions
- Automated enrichment of job titles, emails, social links, funding rounds, and tech stacks
- Built-in AI to write personalized emails and score leads
- Triggers and webhooks for outbound tools like Outreach, HubSpot, and Zapier
It’s like if Notion, Google Sheets, and LinkedIn Sales Navigator had a baby—and that baby could code.
Ideal Use Cases
- Personalized outbound sales campaigns
- Account-based marketing (ABM) targeting
- Lead enrichment and CRM cleanup
- RevOps workflows involving data segmentation or scoring
What We Like
- ✅ Incredibly flexible for building data logic
- ✅ Huge ecosystem of native data sources
- ✅ AI-generated first lines, job-based personalization, and trigger automation
- ✅ Great support for enrichment at scale
What Could Improve
- ❌ Can feel overwhelming for new users
- ❌ Not ideal for non-technical teams
- ❌ Expensive for startups with minimal volume
Pricing Overview
Plan | Price | Features |
Starter | $149/month | Basic enrichment, Google Sheets-style interface |
Growth | $349/month | More data credits, integrations with sales tools |
Enterprise | Custom pricing | API access, multi-seat teams, SSO, custom training |
No free plan, but a trial is available on request.
How It Compares
Tool | Strengths | Limitations |
Clay | Deep data stack, dynamic logic | Requires setup and technical comfort |
Built-in outreach + enrichment | Less flexible data sources | |
Cognism | Strong intent data + GDPR compliance | Pricier for data credits outside EU/UK |
Clay stands out when you need custom workflows and complete control over your data.
Key Takeaways
- 🧠 Built for power users who love spreadsheets and automation
- 💡 Combines AI, enrichment, and personalization beautifully
- 🔌 Great for multi-step sales workflows and segmentation logic
- 💸 Not for teams with small budgets or low volume
Final Verdict
Clay is one of the most flexible, scalable tools available for sales and RevOps teams who want full control over their outreach and enrichment. It’s not the easiest platform to learn—but once you unlock its power, it can replace half your stack.
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