Clay reviewed
One of the 10 tools in our Sales Engagement Platforms list. Here’s what Clay does, its key features, pricing and who it’s best for — plus an honest take from the Captiwate team.
What Clay does
Clay is a data enrichment and lead generation workflow platform that pulls from 75+ providers in a waterfall — enabling GTM teams to build hyper-personalised outbound at a scale impossible with single-source tools.
Key features
Waterfall enrichment across 75+ data providers for maximum coverage
AI research agent for custom data points at scale
No-code table builder for custom lead generation workflows
Integrations with LinkedIn, Apollo, Clearbit, and 70+ sources
CRM sync with Salesforce and HubSpot
Captiwate's take
Clay is the most technically impressive tool on this list and the fastest-growing in the GTM engineering community. It lets you pull data from 75+ providers in a waterfall — trying each one in sequence until you get a match — which dramatically improves enrichment coverage. The catch: it requires RevOps or technical GTM expertise to configure. It's not a plug-and-play tool for an SDR. But for teams with a GTM engineer, it unlocks a level of personalisation that no other tool can match.
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