Last updated: 2026-08-26
The growth team's spreadsheet of superpowers: enrich lead lists from 100+ data providers, run AI research on each row, and generate personalised outreach — prospecting rebuilt as a data workflow.
Visit Clay →Waterfall enrichment is the headline trick. It queries provider after provider until it finds the email/company data, typically beating any single source's coverage — then its AI agent researches prospects and drafts messages grounded in what it found. GTM engineers built a whole discipline on it.
Free tier to learn; credit-based subscriptions that scale steeply with volume and data providers used.
Credits burn opaquely across providers — cost control takes vigilance. Real power needs workflow thinking; casual users pay spreadsheet prices for rocket parts. Mass personalisation walks the spam line; deliverability discipline required.
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