Top 5 Clay Alternatives for Go-To-Market Teams

Whether it is to drive revenue or improve productivity, streamlining pipelines is the need of the hour.

Recently, Clay has emerged as one of the popular choices for GTM teams as it offers a lot of value with lead enrichment. But, it might not necessarily cater to your company’s unique needs.

If you’re looking for a Clay alternative, you’re in the right place.

Let’s look at the core features of a good platform, and some Clay alternatives that fit the bill.

What to Look for in a Clay Alternative in 2025

You’ll come across a wide range of platforms that advertise themselves as Clay alternatives. So how do you make the right choice? Here are some factors to evaluate:

1. Simplicity

When you look at some of the best platforms and tools in the market, you’ll notice one thing they have in common– they are easy to use. Surely, some of the tools you use on a day-to-day basis also lie in this category. When looking for the right Clay alternative, look for a simple, intuitive interface that is easy to navigate.

2. Integrations

The tool/platform you choose should be able to integrate with your existing tech stack. There’s no point in investing in a platform that doesn’t support the systems you already have in place.

3. Scalability

Many platforms have limitations to the amount of data they can process, speeds, and other capabilities. While this might not be an issue for early-stage startups, as businesses grow, the platforms should be able to handle the increasing needs.

4. Pricing

Of course, one of the biggest factors to consider is pricing. Not only should you look for a platform that fits your budget, but you should also make sure that you’re getting the most bang for the buck.

5. Support

Platforms like Clay are designed to make your tasks easier. But they too don’t come without any hurdles. When choosing a Clay alternative, check their support offerings. Consider the modes of communication and priority support offered to make the right choice.

Top Clay Alternatives for GTM Teams

Let’s take a look at some of the best Clay alternatives, weighed across multiple factors, to make your decision easier.

1. MarkovML for GTM teams

MarkovML is a no-code AI platform designed specifically for GTM teams. It offers advanced analytics with Data Insights, task execution capabilities with AI apps, and improve productivity with Automation.

Why MarkovML stands out:

• No-code, drag-and-drop interface
• Simplified plain-text queries to analyze data
• Wide range of AI and ML capabilities
• Extensive integration capabilities

Best for:

Teams looking for an all-in-one solution that is scalable, AI-driven, and easy on the pocket.

2. ZoomInfo

Clay's rival ZoomInfo provides access to purchasing signals and contact information. With the help of a variety of business intelligence solutions that provide data-driven insights, salespeople may identify and interact with potential clients at the beginning of their purchase process.

Additionally, ZoomInfo allows for analyzing customer interactions such as calls, meetings, and emails to inform process improvements.

However, like Clay, ZoomInfo employs a credit-based pricing model, which can result in unexpectedly high costs. Moreover, some features are exclusive to higher-tier packages.

Why ZoomInfo stands out:

• sales engagement,
• data orchestration,
• intent data, and
• website visitor tracking.

Best for:

Teams that prioritize buyer intent data, sales engagement, and lead intelligence but are comfortable with a credit-based pricing model.

3. Apollo

Apollo.io is a Clay alternative that serves as a comprehensive sales engagement tool for both marketing and sales teams.

The platform provides B2B data, including contact information, firmographics, technographics, and social media profiles. Like Clay, it employs credits as part of its pricing strategy.

Why Apollo stands out:

• Customizable reporting.
• Chrome extension.
• Automated workflows.
• Intelligent segmentation.

Best for:

Sales and marketing teams looking for a data-rich sales engagement tool with customizable reporting and automation features

4. Cognism

A good alternative to Clay is Cognism, a sales intelligence software that boosts sales for Enterprise companies and teams, helping them find key clients, meet targets, and grow pipelines.

It offers thorough GDPR and CCPA-compliant B2B data for worldwide outreach, powerful functionality, and complete integrations.

If you’re interested in a Clay competitor with enrichment features, then Cognism Enrich is a good option. It makes it simple for users to maintain their lists clean, replace outdated entries, and fill in empty spaces.

Why Cognism stands out:

• Phone-verified mobile number accuracy.
• Diamond Data® is an exclusive, on-demand validated mobile data collection.
• Unrestricted access to person and company-level data*.
• Intent data by Bombora.
• International coverage: EMEA, NAM, APAC.
• Easy platform setup.
• Integrations with CRMs and sales engagement tools.
• Focus on quality GDPR and CCPA-compliant data.
• Database verified and sanitized against worldwide DNC listings.
• Fast and friendly support team.

Best for:

Enterprise sales teams needing high-quality, GDPR & CCPA-compliant B2B data, advanced enrichment features, and global outreach capabilities.

5. Lusha

Lusha offers a B2B contact database, browser extension, and web app.

The data contains contact information, employment titles, firm names, and social media accounts.

When evaluating this Clay option, keep in mind that Lusha has restricted functionality, and you may need to pay more for a bundle that meets your company's demands.

Why Lusha stands out:

• Lead identification.
• Simplify lead routing.
• Intent data, job change filters and alerts.

Best for:

Businesses that need quick access to B2B contact data with lead identification and enrichment features via an easy-to-use browser extension.

Which Clay Alternative Wins the Race?

Among the options presented above, MarkovML is a clear leader. The platform is very user-friendly and offers a large set of integrations and features. If you’re looking for a single platform that can handle all your GTM needs, MarkovML is the way to go.

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