Understanding Clay’s Capabilities
Clay is a flexible GTM automation platform designed to power multiple go-to-market workflows, including:
- Automated data enrichment
- Outbound list building
- Lead scoring & qualification
- AI-powered research
- Multi-step GTM automation pipelines
The tool shines because of its flexibility, but that’s also why new users get stuck. With hundreds of data sources and infinite workflow possibilities, Clay can feel like handing someone a musical instrument without a teacher.
Clay 101 solves this through structure. The two foundational frameworks used throughout Clay are:
The FETE Framework — The Backbone of Every Clay Workflow
FETE = Find → Enrich → Transform → Export
This four-step workflow structure applies to every Clay project.
Step 1 — Find (Companies, People, Local Businesses)
The Find stage helps you identify your initial dataset using:
- Clay’s native company database
- People search
- Google Maps
- Job listings
- Uploaded lists
You gather the “corner pieces”, crucial identifiers like:
- Company domain
- LinkedIn company URL
- People’s LinkedIn profiles
Step 2 — Enrich (Add Intelligence to Your Data)
Enrichment involves filling gaps using:
- Waterfalls (multi-provider lookups)
- Firmographics
- Technographics
- Contact data (email & phone)
- Job data
- AI research tools like Claygent
This is where raw data becomes meaningful intelligence.
Step 3 — Transform (Clean, Normalise, Structure)
The Transform phase uses:
- Normalisation tools (free)
- AI Formulas (rule-based deterministic transformations)
This stage turns messy data into segmented, clean, CRM-ready formats.
Step 4 — Export (Make the Data Actionable)
Finally, you export using:
- CSV
- Google Sheets real-time sync
- CRM exports (HubSpot, Salesforce, Close, etc.)
You decide whether the data is static or requires a real-time sync.
The Jigsaw Framework — How to Ensure Accurate Data
The Jigsaw Framework complements FETE by explaining what data to collect and in what order.
The 3 layers of the puzzle:
- Corner Pieces — Identifiers
- Domain
- LinkedIn URL
- Full name
- LinkedIn profile
- Edges — Basic attributes
- Industry
- Title
- Headcount
- Location
- Fill the Rest — AI + specialised data
- Signals
- Insights
- Website research
- Job data
FETE = Process and Jigsaw = Data Structure
Together, they help you build accurate workflows, even as a beginner.
Clay’s Most Important Features Explained
Clay’s Company Dataset
Clay aggregates company data from 100+ providers and enhances it through internal cleaning and standardisation.
You can filter by:
- Industry
- Headcount
- Geography
- Keywords
- Founding year
Pro Tip: Start with small lists (1,000–3,000 companies) to test hypotheses.
People Search in Clay
Once you have companies, use Find People to identify job roles with filters like:
- Job title
- Seniority
- Skills
- Location
- Keywords
Clay automatically links people tables with company tables to reduce enrichment costs.
Finding Jobs in Clay
Clay lets you find roles using:
- Jobs as a Source → Start with jobs → find companies → enrich people
- Jobs as Enrichment → Layer job data onto companies
Great for spotting hiring signals, perfect for SDRs and marketers.
Google Maps Prospecting
Traditional B2B tools miss local businesses. Clay’s Google Maps integration helps you find:
- Dentists
- Clinics
- Contractors
- Local SMBs
This unlocks markets your competitors can’t reach.
Enriching Companies Using Waterfalls
Waterfalls work through multiple providers in a sequence until data is found.
Benefits:
- Higher accuracy
- Lower cost
- Less manual work
Example: Funding → IntelliSense → PitchBook → DealRoom.
People Enrichment (Emails, Phones, Profiles)
Clay’s email waterfall:
- Finds email
- Validates email via ZeroBounce
You can also enrich phones, socials, skills, education, etc.
Claygent — AI Web Scraper
Claygent solves the “last-mile data problem”:
- Reads websites
- Scrapes LinkedIn
- Summarizes content
- Extracts insights
- Answers custom prompts
Use Claygent when you need real-time, qualitative insights.
Transform Stage — Cleaning, Normalising, and Structuring Data
Clay’s Free Normalisation Tools
These fix messy data:
- Normalise company names
- Normalize whitespace
- Clean phone numbers
- Standardize locations
AI Formulas (Deterministic, Rule-Based)
Use for structured tasks like:
- Extracting companies from experience
- Formatting job titles
- Calculating tenure
- Extracting domains
AI Formulas = Free + Consistent.
Export Stage — Sending Data Out of Clay
CSV Export
Perfect for static snapshots.
Google Sheets Integration
Real-time sync using:
- Add Row
- Lookup Row
- Lookup/Add/Update Row
Best for collaborative workflows and dashboards.
CRM Integration
Clay integrates with:
- HubSpot
- Salesforce
- Close
- Pipedrive
- Copper
Always follow best practices:
- Look up before creating
- Use conditional logic
- Map fields correctly
Summary — Your Journey Through Clay 101
You now understand how to:
- Build lists
- Enrich with intelligence
- Clean and transform data
- Export into tools that matter
This is just the beginning: Clay 201, AI-powered GTM, and advanced automation can unlock even more.