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All successful businesses have mastered one core skill: finding their people. Fundamentally, a company's success is determined by how well they can define, find, and reach their ideal customer.
Many companies know who they're looking for. Most of the time, however, their search criteria are difficult to implement. There is often a huge gap between a business's understanding of their ideal customers and their ability to find and contact them. You're limited by (a) the information you can buy from generic data providers and/or (b) the hours of manual search a human can provide.
Take as an example marketing leaders at 50-100 person medical software companies who are hiring for field representatives, based in Texas, and sell directly to hospitals. You could find each piece of basic criteria, like company size or location, by subscribing to a specific data provider. Anything beyond that requires hours of manual work. Identifying which companies sell to hospitals versus medical clinics, for example, takes hours of combing through websites.
Data providers like ZoomInfo and LeanData indeed scrape the web to create datasets with specialized research about people or companies, like work emails, phone numbers, company tech stacks, funding rounds, and more. But no single data provider is ever perfect. Their main issues include (1) incomplete coverage (2) outdated or stale data, and (3) factually incorrect data. It's also rare, if not impossible, that a single data provider will cover each of your leads, and even less likely that all of this information will be up to date.
To make matters worse, data providers also don't make outbound sales research much less manual.
Most teams today still employ armies of SDRs, who spend their days slogging through hours of unproductive web research and data entry just to set up a couple of meetings. Googling names, opening links, running lists through data providers, adding information to Google Sheets, writing emails one at a time, and manually uploading CSVs: hours of time and money poured into labor that leaves you with just a few calls with leads a month.
But Clay transforms how growth marketers get and use data, allowing GTM teams to access just in time data from 50+ different providers. In short: Clay helps growth marketers find their people sooner, better, and cheaper.
Imagine accessing all your data in one place. With Clay, there is no longer a need for manual CSV uploads or downloads between tools. There's no more negotiating 10 contracts with 10 data providers.
Plus our combination of AI and web scraping can retrieve any data that's on the internet, even if it's not available through one of our data providers. With Clay, the whole internet is now your research canvas.
Clay is ushering in a new era for the GTM market: a post-data-provider world.
TL;DR
- Clay integrates with 150+ data providers and uses waterfall enrichment to maximize coverage at the lowest cost, replacing the need to manage multiple vendor contracts.
- Clay's combination of web scraping, automated Google searching, and AI lets you pull unstructured data from anywhere on the internet and turn it into structured, actionable records.
- You can build custom metrics beyond static data points, like company growth rate or sales headcount ratio, to target your ICP with far greater precision.
- Automated workflows keep your data self-updating in real time, so your outbound campaigns stay fresh and relevant without manual refreshes.
How Clay's post-data-provider approach works
Clay's data coverage simply cannot be beat by some other tool, because Clay isn't a data provider. Instead, we integrate with over 50 data providers, putting all of that coverage in one place and waterfalling data to ensure you get the most data for the lowest cost. Chances are, any tool whose coverage rate you trust is already integrated into Clay. And if it's not, we can help you integrate it with an HTTP/API call.
We've created a post-data-provider world where comparing coverage rates is a thing of the past. It's a radical new way of thinking about data. We centralize all your data in one platform, and one subscription. Just as Spotify radically expanded the amount of music you could listen to with just one account, Clay unlocks access to a nearly infinite landscape of data beyond the limits of the little boxes of data provider subscriptions.
We let you say both, and instead of either, or. Both Clay's 50+ integrated data providers, and your tool whose coverage you trust, integrated seamlessly into one platform. Both, and means we increase your coverage by 2-3x. There is no single tool on the market that can give you more coverage than the powerful combination of integrated data providers, external data tools, and AI-powered web scraping with Claygent, all in one.
Data has been freed from the restrictions of behemoth providers like ZoomInfo and made democratically accessible, flexible, and infinite. And whether you're trying to build a lead list, identify your ICP, or enrich data you already have, Clay enables you to ask new and creative questions with your data.
Pull unstructured data from anywhere on the internet
Previously, your research was limited by the information that providers could give you: basic information like a company's employee count, tech stack, revenue, and employee contact information.
This information tells you almost nothing if you want to craft targeted, personalized outreach. Giant data providers are completely limited by their size: they're trying to serve too many people to give you more specific or niche data.
But this leaves you with almost nothing if you want to craft targeted, personalized, meaningful outreach.
There's a nearly endless supply of information on the internet just waiting to be harnessed for personalized, relevant outreach. Data providers like ZoomInfo can't help you access it, but Clay can.
Clay empowers you to instantly access any unstructured data from anywhere across the internet and transform it into structured data for any use case. Our seamless combination of four tools, our 50+ integrated data providers, web scraping, automated Google searching, and AI, means the internet is suddenly your playground.
If the information is out there, we can find it and transform it into structured data to level-up your outbound campaigns. Freed from the restrictions of data providers, you can now access just-in-time data for better outreach than ever before.
Build-your-own metrics
There's only so much you can learn from static data points. Take employee headcount. Two companies with 500 employees may look similar on paper. One may have grown from 200 employees last year, while the other has had 500 employees for a decade.
With Clay, you can get far more creative to target your ICP and personalize outreach to your leads. We give you the tools to jump off of basic data points and create your own data points.
For example, instead of just employee numbers, now you can find a company's growth rate to easily hone in on companies that are growing rapidly. Or you can filter for a job title, like sales, and compare it to the headcount to find a company's sales headcount ratio. (Then perform additional web scraping to find out if they're hiring for sales and marketing roles.)
Another example: it's easy to figure out a lead's most recent job. But Clay can take it one step further. We can find every role a lead has held at one company to calculate how many years they've worked there.
With Clay's powerful workflows and integrations, you can now take basic data deeper than ever before. We can crunch the math to dive beneath the surface of static data points to hone in on your ICP with never-before-seen precision.
Find hyper-relevant, up-to-date data
In a world before Clay, you could only set up your data to update in your CRM on a regular, scheduled basis. Most of the time, your data would be stale, outdated, or even wrong. You'd only have fresh, relevant data immediately after you did a data refresh.
Clay enables your data to adapt rapidly in time with the always-changing real world: you can set up powerful workflows to ensure your data never gets outdated in the first place.
With Clay, your data is flexible and self-updating, making sure your outbound campaigns are always fresh and hyper-relevant. Achieving relevancy has never been easier.
For example, instead of finding out about job changes months after they happen, you can set up a workflow to trigger an update whenever someone starts a new job. Then you can reach out to a lead within days of their job change.
You can be as creative as you want to create as many triggers in the same workflow as you want. Looking to target companies who are new to automating their work? Set up a workflow that triggers an update when a team adds Zapier or Phantombuster to their tech stack. You'll be ready at the perfect moment to reach your ICP with targeted outbound.
You'll never again deal with outdated and irrelevant information. Now you'll know what you need to know exactly when you need to know it so you can target your ICP with fresh, personalized messaging.
A new era in which data is an asset
Startups often emerge to solve the outstanding problems of legacy systems. Clay is the answer to the incomplete solution built by data providers. Clay ushers in a new era for GTM research in which data is an asset, not a struggle.
Clay has transformed outbound sales for the better. And there's no going back. The days of struggling with limited, expensive data and behemoth data providers are behind you.
Clay harnesses the full power of the internet for outbound sales research, all in one place, a tool as powerful as the data we help you access.
Frequently Asked Questions
What makes Clay different from other data enrichment tools?
Clay isn't a data provider itself. It integrates with 150+ data providers and uses waterfall enrichment to cascade through them automatically, maximizing coverage while minimizing cost. On top of that, Clay's combination of web scraping, automated Google searching, and AI lets you pull data that no single provider carries.
How can Clay help me build targeted ICP lists?
Clay lets you go beyond standard firmographic filters. You can build custom metrics like company growth rate, sales headcount ratio, or tenure at a company, and combine those with real-time signals like job changes or tech stack additions to zero in on your exact ICP.
How does Clay keep enriched data from going stale?
You can set up automated workflows in Clay that trigger updates based on real-world events, such as a contact starting a new job or a company adding a new tool to their tech stack. This means your data stays current without requiring manual refreshes.
How does Clay integrate with other tools in my GTM stack?
Any data provider or tool already integrated into Clay connects natively. If a tool isn't in Clay's marketplace, you can connect it via an HTTP/API call. Clay also integrates with CRMs, email sequencers, and data warehouses depending on your plan.
All successful businesses have mastered one core skill: finding their people. Fundamentally, a company's success is determined by how well they can define, find, and reach their ideal customer.
Many companies know who they're looking for. Most of the time, however, their search criteria are difficult to implement. There is often a huge gap between a business's understanding of their ideal customers and their ability to find and contact them. You're limited by (a) the information you can buy from generic data providers and/or (b) the hours of manual search a human can provide.
Take as an example marketing leaders at 50-100 person medical software companies who are hiring for field representatives, based in Texas, and sell directly to hospitals. You could find each piece of basic criteria, like company size or location, by subscribing to a specific data provider. Anything beyond that requires hours of manual work. Identifying which companies sell to hospitals versus medical clinics, for example, takes hours of combing through websites.
Data providers like ZoomInfo and LeanData indeed scrape the web to create datasets with specialized research about people or companies, like work emails, phone numbers, company tech stacks, funding rounds, and more. But no single data provider is ever perfect. Their main issues include (1) incomplete coverage (2) outdated or stale data, and (3) factually incorrect data. It's also rare, if not impossible, that a single data provider will cover each of your leads, and even less likely that all of this information will be up to date.
To make matters worse, data providers also don't make outbound sales research much less manual.
Most teams today still employ armies of SDRs, who spend their days slogging through hours of unproductive web research and data entry just to set up a couple of meetings. Googling names, opening links, running lists through data providers, adding information to Google Sheets, writing emails one at a time, and manually uploading CSVs: hours of time and money poured into labor that leaves you with just a few calls with leads a month.
But Clay transforms how growth marketers get and use data, allowing GTM teams to access just in time data from 50+ different providers. In short: Clay helps growth marketers find their people sooner, better, and cheaper.
Imagine accessing all your data in one place. With Clay, there is no longer a need for manual CSV uploads or downloads between tools. There's no more negotiating 10 contracts with 10 data providers.
Plus our combination of AI and web scraping can retrieve any data that's on the internet, even if it's not available through one of our data providers. With Clay, the whole internet is now your research canvas.
Clay is ushering in a new era for the GTM market: a post-data-provider world.
TL;DR
- Clay integrates with 150+ data providers and uses waterfall enrichment to maximize coverage at the lowest cost, replacing the need to manage multiple vendor contracts.
- Clay's combination of web scraping, automated Google searching, and AI lets you pull unstructured data from anywhere on the internet and turn it into structured, actionable records.
- You can build custom metrics beyond static data points, like company growth rate or sales headcount ratio, to target your ICP with far greater precision.
- Automated workflows keep your data self-updating in real time, so your outbound campaigns stay fresh and relevant without manual refreshes.
How Clay's post-data-provider approach works
Clay's data coverage simply cannot be beat by some other tool, because Clay isn't a data provider. Instead, we integrate with over 50 data providers, putting all of that coverage in one place and waterfalling data to ensure you get the most data for the lowest cost. Chances are, any tool whose coverage rate you trust is already integrated into Clay. And if it's not, we can help you integrate it with an HTTP/API call.
We've created a post-data-provider world where comparing coverage rates is a thing of the past. It's a radical new way of thinking about data. We centralize all your data in one platform, and one subscription. Just as Spotify radically expanded the amount of music you could listen to with just one account, Clay unlocks access to a nearly infinite landscape of data beyond the limits of the little boxes of data provider subscriptions.
We let you say both, and instead of either, or. Both Clay's 50+ integrated data providers, and your tool whose coverage you trust, integrated seamlessly into one platform. Both, and means we increase your coverage by 2-3x. There is no single tool on the market that can give you more coverage than the powerful combination of integrated data providers, external data tools, and AI-powered web scraping with Claygent, all in one.
Data has been freed from the restrictions of behemoth providers like ZoomInfo and made democratically accessible, flexible, and infinite. And whether you're trying to build a lead list, identify your ICP, or enrich data you already have, Clay enables you to ask new and creative questions with your data.
Pull unstructured data from anywhere on the internet
Previously, your research was limited by the information that providers could give you: basic information like a company's employee count, tech stack, revenue, and employee contact information.
This information tells you almost nothing if you want to craft targeted, personalized outreach. Giant data providers are completely limited by their size: they're trying to serve too many people to give you more specific or niche data.
But this leaves you with almost nothing if you want to craft targeted, personalized, meaningful outreach.
There's a nearly endless supply of information on the internet just waiting to be harnessed for personalized, relevant outreach. Data providers like ZoomInfo can't help you access it, but Clay can.
Clay empowers you to instantly access any unstructured data from anywhere across the internet and transform it into structured data for any use case. Our seamless combination of four tools, our 50+ integrated data providers, web scraping, automated Google searching, and AI, means the internet is suddenly your playground.
If the information is out there, we can find it and transform it into structured data to level-up your outbound campaigns. Freed from the restrictions of data providers, you can now access just-in-time data for better outreach than ever before.
Build-your-own metrics
There's only so much you can learn from static data points. Take employee headcount. Two companies with 500 employees may look similar on paper. One may have grown from 200 employees last year, while the other has had 500 employees for a decade.
With Clay, you can get far more creative to target your ICP and personalize outreach to your leads. We give you the tools to jump off of basic data points and create your own data points.
For example, instead of just employee numbers, now you can find a company's growth rate to easily hone in on companies that are growing rapidly. Or you can filter for a job title, like sales, and compare it to the headcount to find a company's sales headcount ratio. (Then perform additional web scraping to find out if they're hiring for sales and marketing roles.)
Another example: it's easy to figure out a lead's most recent job. But Clay can take it one step further. We can find every role a lead has held at one company to calculate how many years they've worked there.
With Clay's powerful workflows and integrations, you can now take basic data deeper than ever before. We can crunch the math to dive beneath the surface of static data points to hone in on your ICP with never-before-seen precision.
Find hyper-relevant, up-to-date data
In a world before Clay, you could only set up your data to update in your CRM on a regular, scheduled basis. Most of the time, your data would be stale, outdated, or even wrong. You'd only have fresh, relevant data immediately after you did a data refresh.
Clay enables your data to adapt rapidly in time with the always-changing real world: you can set up powerful workflows to ensure your data never gets outdated in the first place.
With Clay, your data is flexible and self-updating, making sure your outbound campaigns are always fresh and hyper-relevant. Achieving relevancy has never been easier.
For example, instead of finding out about job changes months after they happen, you can set up a workflow to trigger an update whenever someone starts a new job. Then you can reach out to a lead within days of their job change.
You can be as creative as you want to create as many triggers in the same workflow as you want. Looking to target companies who are new to automating their work? Set up a workflow that triggers an update when a team adds Zapier or Phantombuster to their tech stack. You'll be ready at the perfect moment to reach your ICP with targeted outbound.
You'll never again deal with outdated and irrelevant information. Now you'll know what you need to know exactly when you need to know it so you can target your ICP with fresh, personalized messaging.
A new era in which data is an asset
Startups often emerge to solve the outstanding problems of legacy systems. Clay is the answer to the incomplete solution built by data providers. Clay ushers in a new era for GTM research in which data is an asset, not a struggle.
Clay has transformed outbound sales for the better. And there's no going back. The days of struggling with limited, expensive data and behemoth data providers are behind you.
Clay harnesses the full power of the internet for outbound sales research, all in one place, a tool as powerful as the data we help you access.
Frequently Asked Questions
What makes Clay different from other data enrichment tools?
Clay isn't a data provider itself. It integrates with 150+ data providers and uses waterfall enrichment to cascade through them automatically, maximizing coverage while minimizing cost. On top of that, Clay's combination of web scraping, automated Google searching, and AI lets you pull data that no single provider carries.
How can Clay help me build targeted ICP lists?
Clay lets you go beyond standard firmographic filters. You can build custom metrics like company growth rate, sales headcount ratio, or tenure at a company, and combine those with real-time signals like job changes or tech stack additions to zero in on your exact ICP.
How does Clay keep enriched data from going stale?
You can set up automated workflows in Clay that trigger updates based on real-world events, such as a contact starting a new job or a company adding a new tool to their tech stack. This means your data stays current without requiring manual refreshes.
How does Clay integrate with other tools in my GTM stack?
Any data provider or tool already integrated into Clay connects natively. If a tool isn't in Clay's marketplace, you can connect it via an HTTP/API call. Clay also integrates with CRMs, email sequencers, and data warehouses depending on your plan.
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