Clay
enrichment that hits.
Enrichment that stops guessing. We build your Clay operation like a data pipeline: a multi-provider waterfall that only bills on a hit, an ICP score on every row, and deduped writes that reach the CRM clean.
Enrichment Run
Table · live
Each column runs providers in sequence and stops at the first hit, so a matched record never costs two credits.
Trusted by teams at
Enrichment triage
Dirty data doesn't fail loudly. It just quietly wastes every send.
Enrichment feels solved the day you switch it on. The bill for a single-provider guess and a hallucinated firmographic arrives later, in a rep working a list that was wrong from the first row.
One provider, half the records blank
A single enrichment vendor returns a match on roughly 50 to 70% of a cold list. The other 30 to 50% come back with no email, no title, no employee count, and a rep marks the account dead when the data was just missing.
Analyst days lost to copy-paste lists
Someone is exporting from LinkedIn Sales Navigator, pasting into a sheet, and hand-checking domains one row at a time. That is two or three analyst days per list, repeated every campaign, for work a table runs in minutes.
GPT columns inventing firmographics
An unconstrained AI column asked for headcount or industry will confidently return a number it made up. Feed that straight into scoring and you route SDRs at companies that never matched, on data no provider ever confirmed.
Blind writes spawning CRM duplicates
Push enriched rows into the CRM with no dedupe key and you create a second record for an account that already exists. Now two owners work the same logo, and reporting counts the pipeline twice.
Clean records are engineered, not bought.
1. Map the ICP & sources
We define what a qualified record actually contains, the exact fields you score on, then map which providers cover them. That fixes the waterfall order before a single credit is spent.
2. Build the waterfall & scoring
Providers stacked so each column falls through to the next only on a miss, AI columns constrained to verified inputs, and an ICP fit score computed on the enriched row. Every field traces back to the source that filled it.
3. Wire write-back & hand over
Deduped writes into your CRM on a match key you control, plus the documented table and runbook. Your team edits the waterfall, adds providers, and reruns a list without depending on us.
What lands in your CRM.
Not a demo table and a credit bill. A running enrichment pipeline that fills, scores, and dedupes every record, owned entirely inside your own Clay workspace.
A multi-provider waterfall
Six or more enrichment sources stacked in cost order, each column falling through to the next only when the one before misses. You pay a provider only when it returns data, and coverage climbs past 90% instead of a single vendor's 60.
An ICP scoring model
A 0 to 100 fit score computed from the fields you actually qualify on, headcount, industry, tech stack, and region, so reps work the top of the list first instead of dialing alphabetically.
Dedupe & CRM write-back rules
Every enriched row matched against existing records on a key you define before it writes, so a known account updates in place instead of spawning a duplicate. Two owners never inherit the same logo.
A documented table anyone can run
The full table, with every column, provider, and formula annotated, plus a runbook for adding sources and rerunning a list. Enrichment stops being one person's private spreadsheet.
Enrichment Scorecard
Per record · live
Write-back
Deduped into CRM
Turn raw signals into records that convert.
Scope depends on your record volume, the providers you run, and your CRM. We quote after a short call, not from a rate card, and the whole table runs in your own Clay workspace from day one.
The questions we get asked.
What access do you need?
Admin on your Clay workspace (or we build it in your name), the API keys for any premium providers you already pay for so we route through your credits and not ours, and API access to your CRM for write-back. Clay's native integrations cover most sources without a key at all.
How long until the table is live?
A first working waterfall on a real list runs in about two weeks. Scoring calibration and the CRM write-back rules take another week of tuning against your data, so a fully wired table is typically live in two to three weeks. Enrichment is fast to stand up; the slow part is agreeing what a qualified record actually looks like.
Who pays for Clay and the enrichment providers?
You do, in your own accounts. The Clay subscription, the credit balance, and any premium provider seats all run on your billing, so you own every asset and every row of data. We size the waterfall to your volume and order it so the cheapest provider that hits runs first, which is usually where the credit bill actually drops.
We already pay for ZoomInfo. Why add a waterfall?
Because one provider matches roughly 60% of a cold list and returns nothing on the rest. A waterfall keeps ZoomInfo as the first column, then falls through to a second and third source only on the records it misses, lifting coverage past 90% while still hitting your paid provider first. You are not replacing it, you are catching what it drops.
Can't AI columns just enrich everything?
Not safely. An AI column asked to guess headcount or industry will invent a plausible answer with no source behind it. We use AI for what it is genuinely good at, classifying and summarising text you already hold, and constrain it to verified inputs. Firmographics come from providers that actually store the data, never from a prompt.
What happens after handover?
Your team owns the table, the scoring formula, and the runbook, including how to add a provider and rerun a list. Nothing is locked to us. Some clients keep a light retainer for new source integrations or scoring changes, but the table runs on its own, which is the whole point of documenting it.
