Data enrichment
With waterfall enrichment, you query multiple data providers sequentially to fill missing company or contact fields and combine results in the same dataset.
Clay: Product overview
Editorial selectionClay
Clay: Lead research and data enrichment for personalized B2B outbound. In practice, its value centers on lead research, data enrichment and outbound workflows.
GDPR: conditionalMCP: yesFree plan: yes
Editorial review: Jul 2, 2026
Facts checked: Oct 18, 2026
Translated: Oct 18, 2026
SME score85/100
Practical value, usability and value for money, equally weighted.
- Practical value
- 87/100
- Usability
- 80/100
- Value for money
- 90/100
Best suited for
Clay is particularly suitable for a workflow built around lead research: collect source material, consolidate it with data enrichment and turn the result into a usable asset through outbound workflows.
The reason to choose Clay is its specific combination of lead research, data enrichment, and outbound workflows; this combination sets it apart from general-purpose or specialist solutions in the 'Sales, Service & DACH' category.
Limitations
Without an outbound strategy, a legal basis for data or an ideal customer profile, Clay quickly becomes an expensive list machine.
Strengths
Research tables
Clay connects existing company lists with research agents and additional data fields, allowing you to research target companies using a consistent framework and then segment them further.
Clay: Product overviewGo-to-market signals
You monitor defined changes such as role changes or new hires and use them as verifiable signals to prioritize relevant target companies for further work.
Clay: Product overviewUse cases
Typical outputs with Clay: lead research, data enrichment and outbound workflows; for small businesses, also a short briefing, a checklist and a next action for the responsible team.
Using it in your business
Language
DE ❌EN ✅Details ↓
Facts checked: Oct 18, 2026
MCP
yesDetails ↓
GDPR
conditionalDetails ↓
We found a data processing agreement from the vendor. Check the contract for your use case to see which plan it covers and which international data transfers are provided for.
DPA: We found a DPA from the vendor. Check the contract to confirm that it covers your plan and use case.
Data storage: The sources reviewed did not provide clear confirmation of exclusively European data storage and processing.
Facts checked: Oct 5, 2026
Pricing
167 USDDetails ↓
Free plan: yes
Free plan, from 167 USD/month (Launch, billed annually). Launch comprises Actions from 54 USD and data credits from 113 USD per month with annual billing; monthly billing starts at 185 USD. The free plan includes 500 Actions and 100 data credits per month. Source
Free plan
Facts checked: Sep 30, 2026
A practical first project
Build a highly qualified lead list: define target customers, enrich data, check signals and generate personalized outbound lines.
Use this customer data for lead research; provide personalized output, data sources and compliance checkpoints.
Two ideas for your working day
Fill missing company data with a small waterfall
Test data enrichment by starting with 20 existing company domains and only two missing fields. Order the data providers in the waterfall and check matches before importing them into the CRM. This reduces uncontrolled repeated research and shows which sources actually deliver useful results for your audience.
Clay: Product overviewDerive a reason to reach out from company signals
You can prioritize relevant accounts like this: monitor clearly defined signals such as a job change or new hires and record the specific evidence. Add an internal conversation idea based on it. Clay supports these signals; check freshness and relevance before using them to write a personal outreach message.
Clay: Product overview
Sources: Oct 18, 2026
What other sources report
Bryson Bagley tested Clay for B2B data enrichment and outbound research. He liked the spreadsheet interface and customization, but complex logic and credit usage required attention.
Bryson BagleyWith Clay, we automated multi-step data imports into Salesforce and turned a process taking three to four hours into a matter of ten minutes.
Adam WallFrequently asked questions
What is Clay suitable for?
Clay is particularly suitable for a workflow built around lead research: collect source material, consolidate it with data enrichment and turn the result into a usable asset through outbound workflows.
When is Clay less suitable?
Without an outbound strategy, a legal basis for data or an ideal customer profile, Clay quickly becomes an expensive list machine.
What features does Clay offer?
Data enrichment; research spreadsheets; go-to-market signals
How do I get started effectively with Clay?
Build a highly qualified lead list: define target customers, enrich data, check signals and generate personalized outbound lines.
How much does Clay cost?
Free plan · from 167 USD/month (Launch, billed annually). Pricing details and the documented check date are in the pricing section of this page.