Clay

Clay is an AI-powered data enrichment and prospecting platform that revolutionizes how sales teams build and qualify lead lists before outreach begins. Unlike traditional sales engagement platforms, Clay specializes in aggregating data from 75+ enrichment providers, running custom AI research agents, and automating pre-outreach qualification workflows.

When you connect Clay to HubSpot or Salesforce through OutboundSync, the enriched contact data and AI-generated insights flow directly into your CRM, ensuring that every prospect record is complete before your team starts outbound sequences. Clay's unique waterfall enrichment approach—where it automatically tries multiple data providers until it finds the information you need—means your CRM gets the highest quality contact data available.

The integration syncs not just basic firmographic fields, but also Clay's AI-generated personalization inputs, buying signals, and custom scoring that your team built in Clay tables. This ensures that when a prospect moves from Clay's enrichment workflows into an email sequence, your CRM already has all the context needed for attribution, reporting, and follow-up workflows.

For teams running data-driven outbound, this integration connects the top of your prospecting funnel to your CRM, creating an unbroken chain from list building to closed deals.