What Clay is
Clay is a data enrichment workspace that looks like a spreadsheet. Each row is a company or a person. Each column can pull data from one of 150+ providers, run a waterfall that tries several providers until one returns an answer, or send Claygent, Clay's AI research agent, to read the web and write the result back.
You build these flows with clicks, code or chat, and pay in two currencies: actions for the work a table does, and data credits for the data it buys.
How we use it
Claude orchestrates our client systems end to end, and Clay still runs inside the outbound motion. It does three jobs there: the enrichment waterfall, the signal layer that decides who is worth contacting now, and the deepest tier of personalisation, where a line for each lead is written from the prospect's own website, case studies or posts.
Clay's official Claude Code plugin is installed next to our own skills. When a client already runs a Clay workspace, our list-building skill hands the work over to it instead of duplicating it, with the opener prompt written into a Clay AI column. Even our own email-finding waterfall started life as a Clay table.
It shows up in our client work too. For BIGVU, signals fed into Clay and Claygent wrote a message for each prospect. For StryvRevenue, Clay was the central point of orchestration. For KlientBoost, it joined HubSpot with intent sources in one place.
Pricing
US dollars. Clay's page shows the annual-billing prices by default. Paid plans come with a 14-day trial.
Pricing checked 22 October 2026 on Clay's pricing page. Prices change, so check there before you buy.Who it fits
- any list you intend to keep using and improving
- signals you want to act on automatically
- a team with someone who will own the tables
- buying one static list once a year
- nobody on the team has time to maintain it
Questions
Do you still need Clay if you use Claude?
In our systems, yes. Claude plans and orchestrates the work; the enrichment waterfall, the signal layer and the deepest personalisation happen in Clay.
Related reading
- BLOGClaude for GTM: how GTM teams run on Claude
- BLOGThe GTM tech stack by company stage: the layers, the tools and what to build
- BLOGB2B outbound: how a modern outbound system works, stage by stage
- BLOGSignal-based selling: what it is, the signals we use, and how we route each one to a play
- BLOGBuying signals that actually work for B2B outbound: 15 examples and the play for each
- GUIDEHow to Make Money with Clay
- GUIDE15 Clay Alternatives to Know
- GUIDEClay Workflow Ideas: 15 Signal Workflows to Build