Clay Data Enrichment: Features and How It Works in 2025

Most businesses have customer data. But that data often misses key details. You may not know who to contact or what message to send.

This causes wasted time. Sales teams chase the wrong leads. Marketing messages miss the mark. Valuable opportunities slip away.

Clay fixes this with data enrichment. It fills in the gaps in your contact records. You get phone numbers, job titles, company info, and more.

With better data, your team targets the right people. Your messages connect. Your sales grow.

This article breaks down how Clay’s data enrichment works. You’ll learn what it does, why it matters, and how it helps teams get more value from their data.

What Is Clay Data Enrichment?

Clay data enrichment transforms simple contact or company records into complete, actionable profiles. It fills in missing details like phone numbers, job titles, company size, tech stack, and buying intent. All data is pulled from real-time, verified sources.

Most tools rely on a single data provider. Clay takes a different approach. It connects to over 50 trusted sources, including top B2B data vendors like SMARTe, ZoomInfo, Clearbit, and People Data Labs. This gives you fresher, more diverse, and highly accurate information.

Clay enriches your CRM with:

• Firmographics: Industry, employee count, revenue, location ‍
• Technographics: Tools used, cloud services, software spend ‍
• Demographics: Role, seniority, region, experience level ‍
• Contact details: Verified emails, phone numbers, LinkedIn profiles ‍
• Intent signals: Topics your prospects are researching ‍
• Trigger events: Job changes, funding rounds, tech adoption

This gives your team a full view of every lead, prospect, or company.

How Clay Enhances Your Data: The Enrichment Process Explained

Clay begins with your first-party data. This includes CRM records, lead lists, or customer databases. Once uploaded, Clay scans each record and fills in missing details. It also verifies existing data using real-time sources.

A key feature is Clay’s waterfall enrichment. You can set the order of your preferred data providers. Clay checks them one by one until it finds the needed information. This boosts accuracy and reduces costs by skipping expensive sources when not needed.

Clay also uses AI-powered tools to find data that others miss. Its AI web researcher scans the internet for company domains, job titles, emails, and phone numbers. This adds extra value when standard sources fall short.

With Clay, your b2b contact database becomes complete, accurate, and ready to use. It helps you clean up records, enrich leads, and build stronger B2B contact lists. Every update brings you closer to smarter outreach and better results.

Key Types of Data Enriched by Clay

Clay enriches your records with several layers of valuable data. This helps you create complete profiles, improve targeting, and personalize outreach more effectively.

1) Firmographic Data

Clay adds company-level details such as industry, company size, revenue, employee count, location, and business type (public or private). This helps you segment and prioritize accounts based on key business traits.

2) Technographic Data

You get insights into a company’s tech stack. This includes CRM tools, marketing platforms, cloud services, cybersecurity software, and more. Ideal for SaaS and tech vendors looking to align their pitch with a company’s existing tools.

3) Demographic Data

Clay enriches personal contact information like full name, job title, role, department, seniority, location, and LinkedIn profile. This ensures you target the right person with the right message.

4) Contact Data

Clay gives you access to verified email lists, phone number lists, and social media profiles. This helps your outreach reach the right people. It also reduces email bounce rates and missed calls.

5) Intent Data

Clay captures buying signals based on real-world behavior. These include job changes, company hiring trends, funding news, product research, and technology interest. This helps you identify high-intent leads.

6) Trigger Events

Clay detects important company updates such as leadership changes, mergers, acquisitions, product launches, and tech rollouts. These moments signal ideal times to engage.

7) Custom Data Fields

You can enrich custom fields unique to your business. This includes lead scores, industry-specific tags, sales notes, or any data that fits your workflow.

Benefits of Using Clay Data Enrichment for Your Business

1. Build Complete Customer Profiles

Clay enriches basic contact or company data with key details. This includes job titles, phone numbers, revenue, tech stack, and more. You get a clear and full view of each lead or customer. Sales and marketing teams can understand buyer needs, interests, and pain points more effectively.

2. Improve Lead Scoring and Prioritization

Clay adds intent signals and firmographics to your records. You can find high-priority leads based on real-time changes. For example, if a contact gets promoted or the company raises funding, that lead becomes more valuable. This helps your team reach out at the right moment.

3. Boost Segmentation and Personalization

Clay lets you group leads by industry, company size, role, tech stack, and more. You can create smaller, focused segments that match your messaging. This makes emails, ads, and campaigns more relevant. Personalized outreach leads to higher engagement and conversions.

4. Save Time and Lower Costs

Clay connects to 50+ data providers in one platform. You no longer need to search tools one by one or manage different vendors. The waterfall enrichment process helps you pull data in the most cost-effective way. You only query top-tier providers when needed.

5. Keep Your Data Accurate and Compliant

Clay updates and verifies your data regularly. This keeps your CRM clean, reduces email bounces, and improves delivery rates. Clay also follows global data privacy laws like GDPR and CCPA. Your outreach stays safe and compliant.

Clay makes your data stronger, smarter, and more useful. It helps you close gaps, speed up outreach, and talk to the right people with the right message.

Real-World Applications of Clay Data Enrichment

1. Sales Prospecting and Outreach with Clay

Clay helps sales teams find verified emails, phone numbers, and job titles. You can instantly identify key decision-makers in a company. Clay also reveals the company’s tech stack, recent hires, and business changes. These insights allow your team to send personalized, targeted messages. That means fewer cold emails and more meaningful conversations. With Clay, outreach becomes faster, smarter, and more effective.

2. Account-Based Marketing (ABM) with Clay Enriched Data

ABM works best when you understand each account in detail. Clay enriches your target account lists with firmographic data like industry, company size, and location. It also adds intent data, showing buying signals like job openings, tech changes, or funding news. With this context, marketers can create custom campaigns that speak directly to an account’s needs. Clay helps you build high-impact ABM programs that convert.

3. Improving Data Hygiene and CRM Accuracy with Clay

Dirty data slows down your team and causes errors. Clay regularly updates your CRM with real-time, verified information. It fills in missing fields, removes duplicates, and fixes outdated records. Clean data helps improve lead scoring, forecasting, and campaign results. Clay ensures your CRM stays accurate, complete, and ready for action.

4. Lead Generation and Qualification Made Easy with Clay

Not all leads are equal. Clay adds missing firmographic, technographic, and intent data to your inbound leads. This gives your team the full picture—helping you qualify leads faster. Sales reps can instantly see which leads are worth pursuing. This saves time and boosts conversions. Clay turns raw leads into sales-ready prospects.

How to Get Started with Clay Data Enrichment

Step 1: Prepare Your Data for Enrichment

Start by reviewing your existing data. Remove duplicates and fix errors. Standardize formats like phone numbers, job titles, and company names. Clean data ensures better enrichment results and fewer mismatches.

Step 2: Upload Your Data to Clay

Once your data is ready, upload it to the Clay platform. You can use a simple CSV file or connect via API for real-time data sync. Clay supports multiple import options to suit your workflow.

Step 3: Configure Clay Enrichment Settings

Choose your preferred data providers from over 50 trusted sources. Use Clay’s waterfall enrichment feature to set the order of providers. This ensures you get the best data at the lowest possible cost.

Step 4: Run the Enrichment Process

Trigger the enrichment process with a click. Clay searches across its network of data vendors and AI tools. It fills in missing fields, verifies information, and adds new insights to each record.

Step 5: Integrate and Take Action

Export the enriched data back into your CRM, marketing automation platform, or sales tools. Use this data to run targeted campaigns, score leads and personalize outreach at scale.

Supercharge Clay Data Enrichment with SMARTe’s Verified B2B Data

The SMARTe Clay integration is built to give your outreach a serious upgrade.

Clay is already powerful at enriching your contact and company records. But with SMARTe, it gets even better. You unlock access to 250M+ verified B2B contacts and up to 70% direct-dial mobile coverage.

This means your phone number lists are cleaner. Your email list bounces less. And your team connects faster with real decision-makers.

No more chasing the wrong leads. No more incomplete profiles. Just accurate, up-to-date data—fed directly into Clay’s enrichment engine.

If you're using Clay to build prospect lists, qualify leads, or power account-based marketing, this integration makes every step faster and more precise.

Integrate SMARTe with Clay today and turn raw data into real pipeline.