Clay

What this skill does

Clay is a data enrichment and outbound automation platform designed to build and maintain high-quality lead lists by aggregating data from over 75 providers using waterfall enrichment. It enables marketers to enhance prospect records with detailed person and company information such as job titles, LinkedIn profiles, company revenue, and technology stacks. This skill supports automating workflows that require verified contact details and firmographic insights, improving targeting precision and outreach effectiveness.

The platform exposes a REST API with endpoints for managing tables of leads, enriching individual contacts or companies, and adding new data dynamically. Its waterfall approach ensures fallback across multiple data sources to maximize coverage and accuracy, making it suitable for complex enrichment needs and syncing enriched data back to CRMs or outbound tools.

Who it's for

Clay is ideal for performance marketers who need to build and refine prospect lists with accurate contact and firmographic data. Growth leads focusing on scaling outbound campaigns can leverage its automated enrichment to reduce manual research and improve lead quality. Agency strategists managing multi-client outreach benefit from its scalable API and table management features to maintain up-to-date, enriched lead databases across campaigns.

This skill fits scenarios where precise segmentation and verified contact information drive conversion rates, such as B2B email outreach, account-based marketing, and competitive intelligence gathering.

Key workflows

Practitioners typically start by creating or accessing a lead table via the API to organize raw prospects. Next, they run people or company enrichment calls on those leads using emails or domains to append authoritative data fields like seniority, technology stack, and revenue. These enriched records are then reviewed and cleaned to ensure relevance and accuracy before syncing or exporting to CRM or outbound platforms.

Finally, users set up automated enrichment triggers or webhook integrations to maintain freshness in lead data continuously, enabling real-time updates and dynamic segmentation based on the latest firmographic and contact details.

Common questions

How accurate is the data from Clay? The waterfall enrichment across 75+ providers improves accuracy by cascading to backup sources when primary data is unavailable. Can I enrich leads in bulk? Yes, you can add rows to tables and batch enrich people or companies via the API to handle large volumes efficiently. Does Clay support updating existing records? Yes, the skill allows dynamic addition of data fields matching table columns, facilitating incremental updates to lead profiles.

How to use in Metaflow

Attach the Clay skill to a Metaflow agent task by providing the API key as a Bearer token for authentication. You can then automate lead enrichment workflows by fetching tables, enriching contacts or companies, and syncing enriched data within your flows. Expect streamlined integration of multi-source enrichment data to improve lead quality and automate outbound sequences efficiently. This skill works well alongside CRM and cold-email automation agents to close the loop on lead management and outreach.

For broader context, see our roundup of claude skills for marketing, and read Claude Code workflows for marketing agencies for related setup guidance.