What is Clay used for?

Clay is a lead enrichment and outbound automation platform that pulls data from many providers and runs agentic go-to-market workflows. It is a good fit for outbound prospecting, CRM enrichment, and territory and TAM planning.

Yes. Clay has a free plan, and paid plans start at $167 per month. A free trial is also available.

No. Clay is proprietary (closed-source) software and can't be self-hosted. Open-source alternatives to Clay include n8n.

What are some alternatives to Clay?

Clay competes with Apollo.io, ZoomInfo and PhantomBuster. For open-source options, see Enlisted's ranked list of open-source Clay alternatives.

Clay: features, pricing and alternatives

About Clay

Clay is a go-to-market platform for finding, enriching and acting on prospect and account data. Its site describes it as infrastructure to get any data, run agentic workflows and launch GTM plays, and sales and revenue teams use it to build repeatable outbound systems.

A data marketplace gives access to more than 200 providers in one place, and Waterfall combines several providers to improve coverage. Claygents research target companies and people with AI, signals track job changes, and workflows, functions and AI formatting handle orchestration. Execution tools include a native sequencer, ad audience syncing to LinkedIn, Meta and Google, and MCP access so reps can use Clay data in their AI tools. Use cases include CRM enrichment, TAM sourcing, territory planning and pipeline generation.

Clay is a hosted commercial service with a free trial, demos and a pricing page. There is no self-hosted version, and it is aimed at sales operations, marketing and growth teams.

Key features

Data marketplace of 200+ providers
Waterfall enrichment across providers
Claygents AI research agents
Job-change and intent signals
Native sequencer and ad audience sync
MCP and API access

Good fit for

→Outbound prospecting
→CRM enrichment
→Territory and TAM planning

Tags: lead-enrichment; sales-automation; gtm; outbound; data-enrichment; ai-agents; crm; saas

Clay: questions and answers

What is Clay used for?: Clay is a lead enrichment and outbound automation platform that pulls data from many providers and runs agentic go-to-market workflows. It is a good fit for outbound prospecting, CRM enrichment, and territory and TAM planning.
Is Clay free?: Yes. Clay has a free plan, and paid plans start at $167 per month. A free trial is also available.
Is Clay open source?: No. Clay is proprietary (closed-source) software and can't be self-hosted. Open-source alternatives to Clay include n8n.
What are some alternatives to Clay?: Clay competes with Apollo.io, ZoomInfo and PhantomBuster. For open-source options, see Enlisted's ranked list of open-source Clay alternatives.