Clay
Clay, built right. Clean data into your CRM.
Clay is powerful, and easy to turn into an expensive mess. We build the enrichment waterfalls and target lists, then wire the sync into your CRM, so it fills itself with data your team can trust and you only pay for the lookups that land.
Enrichment that verifies before it writes, so the lists reach your reps clean and no junk lands in the CRM.
- Source 1 - free · no match
- Source 2 - low cost · no match
- Source 3 - premium · found
What we build
Three things, done properly.
We build you a working system: waterfalls in cost order, lists your reps will work, and a sync that keeps the CRM honest.
Enrichment & waterfalls
Multi-source waterfalls that complete the record. The cheap source runs first, and the expensive one only fires when it has to, so fill-rates stay high with little waste and nothing is written until it checks out.
List building & prospecting
Target-account and contact lists built from Clay’s sources, deduped and scored against your ICP, so your reps get a list they can work rather than a raw export to wade through.
CRM sync & signals
Clean, enriched data pushed into HubSpot or Salesforce, and signals like a job change or a new hire turned into plays that fire at the right moment.
Built in your Clay workspace, documented and owned by you.
The shape of it
What an enrichment waterfall actually does.
One field, tried against source after source, cheapest first, until something verified comes back. Get that order right and most of your credits go to lookups that land.
You pay per hit, not per attempt. Order the sources wrong and one field costs you three times.
How it works
Three steps.
We scope what’s worth paying for, build it in your workspace, then watch the credits and the quality. No black box handed over at the end.
Scope
Which fields you genuinely need, and what each lookup is worth paying for. Most Clay bills run big because nobody asks that first.
Build
The tables, the waterfalls in cost order, the dedupe and ICP scoring, and the sync into your CRM - documented and owned by you.
Govern
Every value is verified before it writes, and the credits get watched, so nothing unverified reaches the CRM. It runs in the background and stays clean.
Straight talk
Clay is a build, not a button.
It earns its place when you need enrichment or lists at scale and want them clean. When a plain rule would do the same job, Clay is the wrong pick - and it bills you either way.
Reach for Clay
worth the build
- Enrichment at scale, from more than one source
- Target lists you rebuild by hand every quarter
- Fields that are always empty in the CRM
- Signals you want turned into timely plays
You don’t need it
a rule would do
- One provider already covers your enrichment
- A static list that rarely changes
- A deterministic job a workflow runs for free
- Data your CRM can pull natively
We’ll tell you which one you are before you pay for a seat. If a rule does it cheaper, we build the rule. See automations →
Read more
On enrichment, in plain English.
Why enrichment goes wrong, and what clean data is worth once it’s in the CRM.
Questions
Clay, answered.
What is Clay, and what do you build with it?
Clay (clay.com) is a data tool for enrichment and list-building that pulls from many providers at once. We build the parts that make it pay: enrichment waterfalls, target lists scored against your ICP, and a clean sync into your CRM. Not "we know Clay" - a built, documented system you own.
Do I need Clay, or will my CRM’s enrichment do?
If one provider already fills your fields and your lists rarely change, you probably don’t need Clay. It earns its place when you need enrichment from several sources at scale, lists you keep rebuilding by hand, or signals turned into plays. We’ll tell you honestly which one you are.
How do you stop enriched data from being wrong?
Every value is verified against a source before it’s written, low-confidence fields go to a person, and nothing unverified reaches the CRM. Enrichment without that check is just confident guessing at scale.
How do you keep the Clay bill down?
Waterfalls run cheapest-source-first, so you pay for the hit, not the attempt, and the premium provider only fires when the free one misses. We scope what’s actually worth enriching before building, and watch the credits after.
Do you build in our Clay workspace or yours?
Yours. The tables, waterfalls and sync are built in your workspace, documented, and owned by you - no black box, no lock-in to us.
Get in touch
Tell us what data you’re missing.
The fields that are always empty and the enrichment bill that keeps climbing. Send it over and we’ll say where Clay helps and where it won’t.
- A read on what’s worth enriching, and what to skip
- Waterfalls built in cost order, so you pay per hit
- Lists deduped and scored against your ICP
- Synced into your CRM, verified, and owned by you
Enrichment that verifies. No junk into the CRM.