Clay is a prospecting and enrichment platform for go-to-market teams. It pulls company and contact data from multiple sources, dedupes records, and scores leads based on fit and intent. Playbooks verify emails, enrich fields, and personalize messages at scale. Integrations push clean lists to CRMs, outreach tools, and ads, so campaigns launch on time with accurate targets and credible attribution.
Combine firmographic, technographic, and contact data from several providers to reduce blind spots. Clay verifies formats, fills missing fields, and flags conflicts for review. Custom match rules balance recall and precision so duplicates consolidate cleanly. Signals like hiring, product launches, or funding round out profiles for timely, relevant outreach that feels informed instead of generic.
Define criteria that weight fit, intent, and engagement, then score accounts and contacts. Thresholds push high-signal records into priority queues automatically. Score explanations reveal which factors mattered, helping tune models. Operations teams can A/B route rules and measure impact on reply rates and pipeline quality, improving collaboration between sales and marketing.
Assemble repeatable steps that verify emails, enrich attributes, and draft first-touch notes using context like role, stack, or recent news. Tokens and conditions keep copy relevant without over-automation. Outputs map to CRM fields so results land where teams work. Versioning preserves older flows while new experiments run safely in parallel, supporting fast iteration without data loss.
Sync lists to CRM, sequences, and ad platforms with ownership and campaign tags. Two-way updates reduce drift between tools by reflecting bounces, opt-outs, and role changes. APIs trigger refreshes on demand or on a schedule. Field maps and dry runs catch mismatches before records are updated at scale, reducing sync errors and improving confidence in reporting.
Role-based access controls who can import, export, and edit rules. Approval flows protect sensitive segments and restrict bulk actions. Activity logs capture when lists were refreshed, by whom, and with which sources. Data retention rules and suppression lists prevent recontacting opted-out or sensitive records so compliance and brand standards stay intact during fast growth.
Recommended for demand generation, SDR, and growth teams that depend on accurate lists and timely signals. Clay unifies enrichment, scoring, and sync so outreach starts with clean, prioritized targets. Leaders see which sources and rules drive pipeline, while operators run experiments safely. Agencies standardize playbooks across clients while respecting each CRM’s structure and opt-out policies.
Prospecting breaks when data is stale, fragmented, or ungoverned. Manual research is slow and error-prone, and syncs drift between tools. Clay consolidates sources, verifies fields, and structures flows that keep lists updated. Syncs and governance protect reputation while scoring directs attention to the most promising accounts, yielding higher reply rates and cleaner CRM data.
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