Clay

This is best used for advanced data enrichment and hyper-personalized outbound at scale. Clay acts as "orchestration layer" pulling data from 100+ enrichment providers with AI-powered research. Built for GTM engineers and RevOps teams, not frontline sellers.

Key tactical use cases: Waterfall enrichment across 100+ data providers to maximize coverage, AI-powered prospect research with Claygent (summarizes companies, finds talking points), CRM data hygiene at scale (millions of Salesforce records), signal-based outreach triggers (job changes, website visits, funding rounds), and building custom lead lists from unconventional sources.

Integration ecosystem: Salesforce, HubSpot, Outreach, Salesloft, Apollo, ZoomInfo, Clearbit, OpenAI, Gong, Slack, plus 100+ data providers built-in.

Pricing friction: Starter at $149/month (5,000 credits). Explorer at $349/month (25,000 credits). Pro at $800/month (100,000 credits)—this is minimum for HubSpot/Salesforce integration. CRM integrations locked behind $800/month tier is a major frustration point.

Practitioner reality: Success stories report "90% of deals sourced came from Clay" and "process reduced from 5 weeks to 5 hours." Failures include "steep learning curve—killed credits in 10 minutes" and "data often unreliable—lookalikes are garbage." Clay works for GTM engineers; it's not designed for non-technical sellers.