Clay pulls company and people data from many providers and runs AI on it, row by row. We use it to build plays that run on thousands of accounts every day, with checks at every step. Below is one of them, taken apart.
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Each row is one person at one account. Follow a row from the moment it's found to the moment it's ready to send, and see where the gates stop the ones that shouldn't go any further.
Example row 1New Head of IT · logistics group · 600 FTE · Netherlands
Who enters the table, with the company and person data the gates need.
Does this account fit your sellable market? Is this the right person?
Checked live against your CRM: a customer, or an open deal?
A waterfall across several providers, only for rows past both gates.
Where your offer meets their situation, from news, hiring and their stack.
Two short messages, written in the buyer's language from the start.
A gate on language, length and facts, and no job title quoted back at the reader. What fails waits for review.
To your sending tool and CRM, only after you approve the campaign.
A row that fails a gate stops there. Email lookups, research and writing are spent only on rows that can go out.
If the first provider has no verified email, we ask the next one, then the next.
Country and region decide the language before a word is written. Each message is drafted for its market, in its own language.
A table that works on a hundred rows can still fall apart on ten thousand. These habits keep ours working at full size.
Every new play starts as a copy of the nearest table that already works, tuned prompts included. We change only what the play and the client need.
Up to 150 rows first. We read the output row by row and fix what's off before the play touches the full market.
Every message is checked: the right language, the right length, facts that match the research, no job title quoted back. What fails goes back for review instead of going out.
Because the expensive steps sit behind the gates, we know what a row costs before the full run, not after.
We push to your sending tool only after you've approved the campaign. Then messages go out from your sellers' own accounts.
Each play has one parent, reused across clients, so a fix found for one client becomes the default for the next. We reuse the structure, never the data.
The same tables and checks, built by the same team. What changes is whose workspace they live in, and who runs them day to day.
You can switch between the two later. Ways to work together
Clay Cup is a live building competition run by Clay, where builders from around the world solve tasks against the clock.
A good test of speed. The rest of this page is the daily work.
Clay is where the table lives. Around it: the data it reaches, the models that read and write, the tools that send, and your CRM on both ends.
People, company and contact data, plus our own crawls for what nobody sells.
people, companies, emailsFor qualifying, research and writing. Picked per column, for the task and the cost.
research, messages
Where every table lives
Email and LinkedIn, through the sending tool you already use. Messages go from your sellers' own accounts.
approved messagesCustomers and open deals come in, so they stay out. Hand-raisers go back, with the research behind them.
exclusions in, hand-over outThe tools around Clay change per client. The table in the middle is what we build.
No. When we run it, everything lives in our Clay workspace and the data and AI costs sit with us. You only bring the sending tool. If you'd rather own the system, we build it in your workspace, on your own licences.
Yes. We build the same system in your own Clay, wired to your sending tool and CRM, and run hands-on sessions for the people who will take it over. From then on, it's yours to run.
It depends on the market. We pick from the 30+ data sources we reach through Clay and chain them in waterfalls, so a gap at one provider doesn't stop a row. Where no provider has the data, we crawl it from public websites ourselves.
Your CRM data stays yours. We read only what keeps customers and open deals out, plus a do-not-contact list and a look at won and lost deals. When we run it in our workspace, the output lands in your own CRM and sending tool: hand-raisers, the research behind them and approved messages. Built in your own Clay, the tables are yours as well.
Tell us about your market, and we'll show you which play we'd start with.
Clay Solutions Partner