Clay

What it does

A spreadsheet where each column pulls data from a different provider

Clay is a spreadsheet-like interface where each row is a lead or company, and each column can pull data from a different provider, automatically trying each one in sequence until it finds a match. This "waterfall enrichment" is the signature feature and meaningfully raises match rates on hard-to-find contacts versus using any single data source alone.

Beyond enrichment, it has an AI agent that can be given instructions to research a company or person and return structured findings into a cell, and it can trigger downstream actions like sending an enriched list into a CRM or firing a webhook.

It is powerful but not plug-and-play: building an effective workflow means understanding tables, formulas, waterfalls, and credit consumption.