Free + Paid

Clay

Name: Clay
Author: Clay team

Spreadsheet that enriches leads from 100+ sources

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GTM data workbench: build lead lists, enrich them through waterfalls across 100+ data providers, and trigger AI research or outreach steps per row. Free plan with 100 credits/mo; paid plans from $185/mo.

Visit Clay → Sales & CRM

The preview image clay.com publishes for link sharing, retrieved 12 September 2026.

What it does

Clay is a spreadsheet purpose-built for go-to-market teams. Each row is a lead or account; columns can call data providers, run AI research agents, or trigger outreach steps. Waterfall enrichment tries providers in sequence until one returns the field you need.

Since March 2026 Clay bills in two currencies: Data Credits for third-party data purchases and Actions for orchestration work. The same overhaul cut marketplace data rates substantially across most providers.

The free plan includes 100 credits/mo. Launch starts at $185/mo and Growth at $495/mo, but active teams commonly spend more once waterfalls, phone numbers, and AI actions are factored in — worth modeling before committing.

From the AXIS Launch team

Clay effectively created the 'GTM engineering' category, and the spreadsheet metaphor is why ops people adopt it without training. The honest caveat is credit economics: real spend often lands well above sticker. If you claim this: what does the median customer actually pay per enriched, verified lead?

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