Clay is a data enrichment and outreach automation platform that allows sales and GTM teams to build highly personalized prospect lists and outreach campaigns at scale. It combines access to over 75 data providers, AI-powered research capabilities, and outreach integrations into a single spreadsheet-like workspace. Since its launch, Clay has become one of the most talked-about tools in the modern outbound GTM stack for its ability to automate the research and personalization work that makes outreach effective without requiring proportional headcount increases. Visit Clay to learn more.
How Clay Works
Clay works like a supercharged spreadsheet where each row represents a prospect and each column either pulls data from an external source or runs an AI-powered enrichment against that prospect. You can find companies matching specific criteria, pull contact information from multiple data providers simultaneously, run AI columns that research each prospect’s recent news, LinkedIn activity, or company context, and then use that enriched data to generate personalized outreach messages — all within a single Clay table.
Clay’s Data Enrichment Layer
Clay’s waterfall enrichment system connects to over 75 data providers — including Apollo, ZoomInfo, Clearbit, Hunter, and many others — and queries them in sequence to maximize the hit rate for contact information. Rather than paying for a single data provider and accepting its gaps, Clay queries multiple providers and uses the first successful result, dramatically improving the overall data coverage compared to any single provider alone.
The AI Research Layer
Clay’s AI columns allow you to run customized research prompts against each prospect automatically. An AI column can summarize a company’s recent news, identify the specific pain points relevant to your product based on the prospect’s job description, pull recent LinkedIn posts, or generate a personalized first line for an outreach email — all automatically and at scale. This AI research layer is what allows Clay users to send highly personalized outreach at volumes that would be impossible to achieve with manual research.
