Clay is a platform for building go-to-market systems on top of data. It centralizes first and third party data and lets users buy from more than 200 providers in one place, then uses waterfall enrichment to combine multiple providers for the best coverage. Claygents and Account Agents research target companies and people with AI, a native sequencer automates messaging, and signals track job changes and promotions. Ads audiences can be synced to LinkedIn, Meta and Google.
It is built for GTM engineers and the sales, marketing and RevOps teams around them, from startups to enterprises. People who want to design repeatable outbound, inbound or account-based plays, rather than buy a single fixed tool, are the intended audience. A community, university, live classes and an expert directory support those learning the craft, and a GTM engineer job board connects practitioners with employers.
Typical use cases include CRM enrichment to keep records clean, TAM sourcing, territory planning, reverse ETL, outbound campaigns, automated inbound handling, product-led growth assist, account research and account-based marketing. A rep can pull the best prospecting data into their AI tools through the Clay MCP, while an engineer can build in Clay through a coding agent using the API and CLI. Orchestration features link workflows, functions and AI formatting so data moves across tools in real time. Customers named on the page include ElevenLabs, Verkada and Hex, and Intercom is cited as growing outbound-sourced pipeline by 140%. The Clay community and its Slack group give new users examples of plays others have built and shared.
