The Clay agency.Better leads, cleaner CRM.
Clay can orchestrate 100+ data providers, but opened cold with no waterfalls it just burns credits and fills a spreadsheet nobody acts on. We build the enrichment waterfalls, signal lists and scoring, run Claygent, then push clean data into your CRM.
★★★★★Verified Trustpilot reviews · AI, automation & growth agency
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GeminiA Clay agency builds the pipeline, not just the workspace.
Anyone can buy the credits. Building enrichment waterfalls that hit, lists timed to real signals, and clean data your reps actually work is a different job. Here are the four things we own.
- Enrichment
Enrichment waterfalls that actually find the data
One data provider misses half your list. We build enrichment waterfalls in Clay that query provider after provider in order (Apollo, Clearbit, Hunter, People Data Labs and more) and stop the moment one returns a valid email, phone or firmographic. You get coverage a single source can't touch, and you only spend credits when the cheaper provider already failed, instead of paying every vendor for every row.
See a typical build - Signal lists
Lead lists built on real buying signals
A static list of titles isn't a pipeline. We build signal-based lead lists in Clay: new hires in a role, funding rounds, tech-stack changes, job-posting intent, scraped from sources and orchestrated through tables. Each lead lands enriched, scored and timed to a reason to reach out, so your outreach hits people with a trigger, not a cold name pulled from a database six months ago.
See the method - Claygent & AI
Claygent research that reads what databases can't
Structured data tells you the title; it doesn't tell you what they care about. We put Claygent, Clay's AI research agent, to work reading company sites, recent posts and press, plus HTTP and API enrichment for your own sources. The output is custom fields you can score and personalise on, so a rep opens the row and already knows the angle, instead of researching every account by hand.
See the integrations - Scoring & CRM ops
Clean data pushed into your CRM and outreach
Enrichment that stays in Clay helps nobody. We score each lead on the fields that predict a fit, dedupe against your CRM, and push clean records into HubSpot, Salesforce or your sequencer (Smartlead, Instantly, lemlist) so reps work the right accounts. We're an automation and AI agency first, so Clay plugs into the rest of your GTM stack instead of becoming another island.
See AI enablement
We build Clay like a GTM system, not a spreadsheet.
Most Clay workspaces die the same way: credits bought, one provider wired, a giant table that nobody scores, pushes or refreshes, and a bill that climbs while the list goes stale. So we treat it like infrastructure: cost-ordered waterfalls, signal lists that refresh themselves, scoring that ranks the right accounts, and a clean push into the tools your team already sells from.
- Audit · map your ICP, your data sources, and where your current list actually leaks
- Build · enrichment waterfalls and signal lists in Clay, cost-ordered and tested
- Enrich · Claygent, HTTP and API fields scored on what predicts a fit
- Push · clean, deduped data into your CRM and outreach, on a schedule you own
We run Clay on real GTM every day.
We don't sell a partner tier. We use Clay to build real prospecting, so we know how credits behave and where flexibility turns into maintenance: cost-ordered waterfalls, Claygent scoped to signals that move replies, scoring that ranks accounts, and a clean push into the CRM. That's exactly what's missing when a build ends at a big enriched table nobody acts on.
- We run Clay on real GTM, so we build waterfalls the way credits actually behave, not the way a demo table makes it look free.
- Honest by default: if a simpler stack of one or two providers covers your ICP, we'll tell you Clay is overkill rather than sell you a workflow you'll fight to maintain.
- You leave autonomous: the tables, waterfalls and docs live in your Clay workspace, so your team owns and edits them without us.
- No badge to chase. We're judged on whether your reps work better leads and your CRM stays clean after we leave, not on a partner tier.
Clay at the core, your GTM stack around it.
We configure the parts that turn raw tables into reliable pipeline, then connect them to how your team already sells. Here's what a real Clay build covers.
- Setup
Enrichment waterfalls
We build the waterfall logic that chains 100+ data providers in cost-ordered sequence, so a row only burns credits on the next vendor when the cheaper one came back empty, and coverage climbs without the bill exploding.
- Setup
Signal-based prospecting
We wire the tables and scrapers that turn buying signals into lists: hiring, funding, tech changes, job-post intent. Each new match is enriched and scored automatically, so the list refreshes itself instead of going stale.
- Setup
Claygent research agent
We set up Claygent to read the web for what structured providers miss: positioning, recent posts, press, product detail. The findings become custom fields your reps and your scoring can actually use.
- Setup
HTTP & API enrichment
We connect your own and third-party sources through HTTP and API enrichment, so Clay calls the endpoints that hold the data you care about and folds the result back into the table with the rest.
- Setup
Lead scoring & dedupe
We score leads on the fields that predict a fit and dedupe against your existing records, so reps work a ranked list and your CRM doesn't fill with duplicates and dead rows.
- Setup
CRM & outreach push
We push clean, scored data into HubSpot, Salesforce or your sequencer (Smartlead, Instantly, lemlist) on a schedule, with field mapping and guardrails so nothing overwrites what your team already trusts.
We map your GTM data leak, you leave with a plan.
Before quoting anything, we take 60 minutes to look at your ICP, your data sources and where your current list actually leaks. You leave with an honest read on what Clay fixes, what to build first, and what it would cost in credits. Zero pitch, just an operator's take on your GTM.
- An honest read on where Clay earns its keep for you
- The waterfalls and signal lists worth building first
- A frank estimate of the credit cost at scale
- A straight answer on when a simpler stack wins
How we run a Clay build.
Five steps, in order. We don't scale a waterfall before we've tested its cost, we don't push data before it's scored and deduped, and your team owns the workspace at the end. Each step has a deliverable and you sign off before we move on.
- Step 1 · GTM & data audit
Map your ICP and where your list actually leaks
We sit down with your sales and ops people and look at the real problem: a fuzzy ICP, a single enrichment source missing half the emails, lists that go stale, a CRM full of duplicates. We check your sources, your sequencer and your CRM. Half the value is telling you where Clay earns its keep and where a leaner stack wins, so you don't pay credits to fix a problem Clay isn't the answer to.
- Step 2 · Build the waterfalls
Enrichment waterfalls ordered by cost and coverage
We build the Clay tables and waterfall logic that chain your data providers in cost order, so cheaper sources run first and credits only burn when they miss. Apollo, Clearbit, Hunter, People Data Labs and the rest, sequenced for the coverage your ICP needs. We test against a real sample so you see the hit rate and the cost per enriched row before it runs at scale.
- Step 3 · Signals & Claygent
Lists built on signals, enriched by Claygent
We wire the scrapers and tables that turn buying signals into self-refreshing lists: new hires, funding, tech-stack moves, job-post intent. Then Claygent reads the web for the context databases miss, and HTTP and API enrichment pulls in your own sources. Every lead lands with the custom fields your reps need to open with a reason, not a generic line.
- Step 4 · Score & integrate
Score the leads and push clean data out
We score each lead on the fields that predict a fit, dedupe against your CRM, and push clean records into HubSpot, Salesforce or your sequencer (Smartlead, Instantly, lemlist) on a schedule. Field mapping, guardrails and logging from day one, so reps work a ranked list and nothing silently overwrites a record your team already trusts.
- Step 5 · Hand over & maintain
Hand it over, and flag what needs upkeep
We document the tables, waterfalls and scoring in your own Clay workspace so your team owns them. Clay needs upkeep: providers change, credits drift, signals decay, and we're honest about that. If your team can run it after handover, we hand you the playbook. If you want us on call for what scales next, we talk about that separately.
We're judged on the pipeline that lands.
No partner badge to display, so we lead with what matters: feedback from the GTM teams whose Clay build we ran, and whether their reps kept working better leads after we left. Our Trustpilot reviews come from those teams, not from a marketing deck.
- The tables and waterfalls live in your workspace, owned by your team
- Cost order and dedupe wired before anything scales
- Claygent scoped to signals that move replies, not every field
- Trustpilot reviews come from the teams we built it for
The questions we get asked on repeat.
What does a Clay agency actually do?
A Clay agency builds the enrichment and prospecting systems inside Clay so they actually produce pipeline, instead of leaving you with a blank workspace and a credit bill. We map your ICP, build enrichment waterfalls across 100+ data providers, wire signal-based lead lists, set up Claygent for AI research, score the leads, and push clean data into your CRM and outreach. The point is reps working better-timed, better-enriched leads, not another tool a few people open once and abandon.How much does a Clay build cost?
It depends on scope: a couple of enrichment waterfalls is nothing like a full signal engine wired into your CRM and sequencer with scoring and Claygent research. We don't throw out a flat package. We start with a free 60-minute audit to find where Clay actually earns its keep for your GTM, then quote a fixed scope. The Clay subscription and credits you pay Clay directly; we build the waterfalls cost-ordered so coverage climbs without the credit bill running away from you.What are enrichment waterfalls and why do they matter?
An enrichment waterfall queries your data providers in sequence rather than relying on one source. Clay tries the first provider, and only if it comes back empty does it move to the next, stopping the moment one returns a valid email, phone or firmographic. That lifts coverage well past any single vendor while controlling spend, because you only burn credits on the next provider when the cheaper one already failed. Building the right order for your ICP is most of the job.What is Claygent and how do you use it?
Claygent is Clay's AI research agent: it browses the web autonomously to pull context structured databases don't hold, like a prospect's recent posts, a company's positioning, product detail or press mentions. We put it to work generating the custom fields your reps and your scoring actually use, so a row opens with a reason to reach out instead of a generic title. It costs credits per run, so we scope it to the signals that move replies, not every field you could imagine.Can you push Clay data into our CRM and outreach tools?
Yes, that's where Clay earns its place. We push clean, scored, deduped records into HubSpot or Salesforce and into your sequencer (Smartlead, Instantly, lemlist) on a schedule, with field mapping and guardrails so nothing overwrites what your team already trusts. We also wire HTTP and API enrichment to read your own sources. The goal is Clay feeding the rest of your GTM stack, not sitting as a separate spreadsheet your team forgets to refresh.When is Clay NOT the right fit?
When a simpler stack wins. If your ICP is well covered by one or two enrichment providers and you don't need signal-based lists or AI research, Clay's flexibility is overhead you'll pay for in credits and maintenance. Clay's cost can balloon with sloppy waterfalls, and it needs ongoing upkeep as providers and signals change. We'll tell you honestly when a lean Apollo-plus-sequencer setup beats a full Clay build, rather than sell you a workflow you'll fight to keep alive.How do you keep Clay credits from ballooning?
By building waterfalls in cost order and testing before scale. Credits balloon when every provider runs on every row, when Claygent fires on fields nobody uses, and when a workflow reprocesses leads it already enriched. We order providers cheapest-first so the expensive ones only run on misses, scope Claygent to signals that move replies, and add dedupe and caching so you don't pay twice for the same row. Then we run a sample so you see cost per enriched row before it runs on the full list.Do you train our team or just build it?
Both, and the handover is where it sticks or dies. A Clay workspace nobody can edit gets abandoned the first time a provider changes. We document the tables, waterfalls and scoring in your own workspace and train your ops and sales people to read, tweak and extend them. Clay needs upkeep, so we make sure your team can do it. If you want to go deeper, we can build the next signal engine with you or hand you the playbook to run it in-house.
Stop burning credits on a dead table. Build it right.
A 60-minute audit, your GTM data leak mapped, a build plan with the cost order baked in. If your team can run it in-house after the build, we'll hand you the playbook. If we're the right fit, we handle it.