There’s no doubt that Clay has emerged as a reference point in the SalesTech industry.
Founded in 2017 by Nicolae Rusan and Kareem Amin, the company has been building momentum and raised $62 million to date. Latka reports $16M in revenue for 2022, with expectations to surpass $30M in 2024.
Clay’s usability is widely praised for aggregating data from multiple sources, combining company and contact attributes with intent signals. Its capabilities span figuring out TAM/SAM/SOM; data enrichment; lead and account scoring; and outbound campaign creation. Users can push lists directly into CRMs, Sales Engagement Platforms (SEPs), or other systems of engagement. Most of its customers are agencies, for which this usability translates into rapid project execution.
In 2024, we saw a growing number of Go-To-Market (GTM) teams embrace multi-sourcing data and signals, combining enrichment from commercial providers with scraping the open internet. This shift often involved leveraging more flexible data repositories than CRM, such as Customer Data Platforms (CDPs), Account-Based Platforms (ABX), or custom data warehouses. While Clay doesn’t currently address the data repository side, it has set a new usability standard for connecting data to craft segmentations, build lists, and create campaigns.
It strikes me that what Clay offers is no different from campaign management. Historically, Campaign Management was a feature of CRM but required admin expertise. Marketing Automation, ABX, and SEPs made building campaigns easier, yet kept them confined to specific sales or marketing motions. Clay takes this to the next level, offering a single, user-friendly tool overlaid on your data to segment customers and design campaigns across all GTM motions.
This may be why Clay is able to redefine it using its own words.
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