I like Clay’s waterfall enrichment because it produced significantly more complete records, especially for business emails, job titles, company firmographics, and social profile info. It was especially effective for mid-sized and enterprise accounts and helped us identify and prioritize target accounts more accurately. The AI-assisted research was generally accurate and useful for company summaries, recent developments, and personalized outreach insights, and it accelerated prospect research and message creation. Basic enrichment workflows, lead qualification, prospecting lists, and outbound data prep were relatively easy to automate, and once configured the workflows were reliable.

It flows effortlessly, and it feels like so many programs are packed into one, it’s great. The waterfall enrichment produced significantly more complete records.

I like the idea of having a centralized resource to connect data providers and let people build flows with AI inside of it. We built a workbook triggered by webhook so companies can be enriched, find contacts, and then search. The basic AI for search agents was convenient (at least in 2024), and it’s clear when I’m interacting with AI vs rules-based logic, plus it’s easy to override or turn off AI features when needed.