Clay
Also known as: clay.com
Clay is a GTM data orchestration tool combining enrichment, AI personalization, and signal detection in one programmable layer.
Clay (clay.com) is a platform for GTM Engineers that sits as an orchestration layer between your CRM, enrichment providers, and AI models. It lets you build complex data flows in a spreadsheet-like interface: enrich prospect lists via a waterfall of providers, generate AI-personalized messages, and detect signals in LinkedIn or job-posting data.
Clay's killer feature is waterfall enrichment: querying multiple providers (Apollo, LeadMagic, Findymail, Datagma) in sequence, only consuming credits on hits, lifting coverage from 20% to 80%+.
In 2026, Clay is the de facto standard for modern GTM teams. Pricing starts around $349/month for Pro.