What it is
Clay is a spreadsheet-native data enrichment and outbound orchestration platform. You drop a list (companies, people, domains, job titles), it pulls from 100+ data providers, runs AI-driven research and writing per row, and pushes the finished output to your CRM or sequencer.
Why it shows up in every RevOps stack
- One tool, many enrichment providers. Instead of paying for and stitching together Apollo + ZoomInfo + Hunter + LinkedIn + Lusha + 20 niche providers, Clay routes each row to whichever provider has the data, paying only on hits.
- AI columns. Use Claude/GPT directly as a column to summarize a company, draft a personalized opener, or score fit against an ICP rubric — at list scale.
- Built for RevOps, not SDRs. Tables, formulas, conditional routing, and webhooks make it the orchestration substrate, not a one-off prospecting tool.
Pricing
- Starter — from $149/mo, ~2,400 credits
- Explorer — $349/mo
- Pro — $800/mo+
- Enterprise — custom, includes higher API limits and dedicated support
Credits are the unit of consumption. AI runs and provider lookups each cost credits at varying rates.
Best for
- RevOps and SDR leadership owning outbound infrastructure
- Lifecycle marketing teams personalizing at scale
- Recruiting/TA teams building sourcing lists with enrichment
Watch-outs
- Credit math is non-trivial; build a small test list before scaling
- AI column quality is a function of prompting — Claude integrations work best with explicit, structured prompts
- Some providers (e.g., LinkedIn data) come with usage caveats; read the data-provider terms