Access 150+ data providers and AI web research in one platform. Build custom enrichment logic, eliminate manual data work, and automatically sync clean data back to your CRM.
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Automatically enrich new or existing
accounts with customized AI and data workflows and immediately sync back to the right account in your CRM.
Increase your data match and fill rates by automatically waterfalling across multiple providers for any data point.
Run enrichment, scoring, routing, and deduplication with one platform instead of stitching together multiple tools manually.
Before Clay, Vanta used multiple tools to run CRM enrichment. With Clay, they combine and cross-reference data from multiple providers to select the most reliable data points from each source. This simplifies their own tooling and makes their CRM a source of truth.
"We're no longer limited by the accuracy of any single provider—instead, we get the best of each provider's strengths, automatically combined into one reliable output."
Anthropic tripled their enrichment coverage by routing all inbound leads through Clay's waterfall enrichment and automated ICP scoring before syncing to Salesforce, turning incomplete leads into sales-ready opportunities automatically.
Read Anthropic case study
OpenAI used Clay's multi-provider waterfall enrichment to double inbound lead enrichment coverage rates from 40% to 80%.
Read OpenAI case study
Intercom enriched thousands of CRM records using Clay’s marketplace of 150+ data providers, pulling in firmographic data, headcount trends, job postings, technographic markers, and even niche data points like support team size. This allowed their RevOps team to analyze what their highest-value customers had in common.
“Clay helps us identify companies that are the best fit for Fin. We now know exactly which signals — including niche ones — predict that an account matches our ideal profile,”
Read Intercom case studyTrigger enrichments automatically when new leads enter your CRM, ensuring new records are complete before routing. Schedule regular refreshes to catch job changes and company growth, keeping your existing data fresh.
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Run waterfall enrichments across multiple data source sequentially to fill in gaps and increase reliability for data points like company headcount. Use AI web research to fill in gaps that don’t exist in standard databases.
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Use Claygent, Clay’s AI web research agent, to scale personalized research. Find the breadth of a company’s support documentation like Intercom or analyze if a lead’s website is off-brand like Canva.
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Run bulk enrichment across your entire CRM to clean outdated records, standardize formatting, and identify duplicates. Clay processes millions of records efficiently and syncs data directly without manual exports.
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"In my professional opinion, Clay has one of the most practical and exciting applications of AI, in a decades-old practice that has long been stale."
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"Clay should be an essential pillar of every company's GTM stack, enabling outbound built on the highest quality data foundation possible. Now you can automate hours of manual research so sales teams can focus on selling."
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I love using and working with because its extensive customization options allow it to seamlessly integrate into various systems, making it an essential part of our tech stack. Their hands-on customer support ensures we build out flows in the most efficient way possible, enhancing our overall productivity and effectiveness.
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"Clay is a game changer for marketing, data, and operations. We have 3x our enrichment rate with Clay’s combination of data providers. Clay makes it easy to use AI for GTM initiatives, unlocking new workflows that were infeasible before."
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"Clay is a central part of our outbound campaign program. It’s helped us fully automate lead enrichment that previously required expensive and time consuming manual research. We can use the hours we've saved on manual work for more interesting, creative, and important tasks, like coming up with new outreach ideas or nurturing relationships with prospects."
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"Clay saves us hours a week that we previously spent researching and vetting companies that applied to our startup program. Our auto-approval rate has jumped to ~40%—with no manual work needed."
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"Scaling inefficient SDR work isn’t possible without an infinite flow of capital. Clay helps automate mundane tasks like contact data enrichment, including pulling signals and triggers, so SDRs can focus their time on prioritized selling and spend their days more effectively. It evolves the SDR role and aligns it with better with marketing paths for more upward career momentum."
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"Not having Clay would hugely reduce our ability to run good outbound campaigns. We wouldn’t be calling people as much, because it’s hard to get good phone numbers. We wouldn’t be emailing as much, because we’d be likely to bounce or go to spam. With Clay, we have a reliable source of data enrichment and can run dynamic, multi-touch outreach sequences."
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"Clay is the Rippling marketing team's secret weapon. It has helped us build an experimentation-driven GTM motion that iterates on ideas and scales what works. We've greatly improved our outbound email performance, deeply enriched our customer base with AI, and more."
