7 Best Alternatives for Clay — 2025

The data enrichment and outbound automation market has evolved rapidly since 2024, with new AI-powered platforms challenging Clay's position. After extensive research and analysis of over 20 platforms, we've identified the top 7 alternatives that B2B SaaS companies should consider for their go-to-market execution in 2025.

Key takeaways

• Apollo.io leads as the most comprehensive all-in-one alternative, offering 275+ million contacts with built-in engagement tools starting at $49/month – significantly more affordable than Clay's $720+ platform fees

• AI-powered automation is now table stakes, with platforms like Persana AI offering 24/7 autonomous agents that reduce sales cycle time by 65% through signal-based prospecting

• Data accuracy varies dramatically between providers, with Cognism achieving 98% phone accuracy through Diamond Data verification versus industry averages of 70-75%

• Integration depth matters more than feature count – the most successful alternatives offer native CRM connections and workflow automation rather than basic API access

• Credit-based pricing models are losing favor to transparent subscription tiers, with tools like Kaspr offering unlimited email credits and team seats

• Signal-based selling replaces volume-based outreach, with 75% of B2B sales organizations expected to adopt AI-guided selling solutions by end of 2025

• Compliance requirements are reshaping the market, as 20 US states now have comprehensive data privacy laws requiring built-in GDPR and CCPA compliance features
  
  

1. Apollo.io powers comprehensive sales intelligence at scale

Apollo.io has emerged as the dominant Clay alternative, serving over 500,000 companies with its all-in-one sales intelligence platform. The platform's 275+ million verified contacts across 73+ million companies provides unmatched coverage for B2B prospecting, while its integrated engagement tools eliminate the need for separate outreach software.

Key advantages include:

• Affordable pricing starting at just $49/month for the Basic plan

• Job change notifications and 6-topic intent data

• Multi-channel sequences combining email, LinkedIn, and phone

• Chrome extension for seamless LinkedIn prospecting

• Native CRM integrations with Salesforce and HubSpot

• AI-powered PowerUps that automate prospecting tasks

Apollo recently earned 162 #1 rankings in G2's Spring 2025 reports, with users praising its "sophisticated simplicity" and advanced filtering capabilities. For B2B SaaS companies building their outbound motion, Apollo offers the best balance of features, price, and ease of use.

Pricing: Free plan available; paid plans from $49-$119/user/month
Best for: Mid-market B2B companies needing comprehensive sales stack consolidation
Key advantage: All-in-one platform replacing multiple point solutions

2. ZoomInfo dominates enterprise sales intelligence

ZoomInfo remains the gold standard for enterprise B2B data, with 321+ million professional contacts and 104+ million companies in its database. The platform's recent launch of ZoomInfo Copilot, an AI-powered sales assistant, has shown 60% productivity improvements for enterprise sales teams.

Enterprise-grade features:

• 321+ million professional contacts with 95% phone accuracy

• 400+ human researchers validating information continuously

• Advanced filtering by technographics, firmographics, and timing signals

• Website visitor identification and conversation intelligence

• Comprehensive buying signals and intent data

• ZoomInfo Copilot AI assistant for productivity gains

However, this enterprise-grade quality comes at enterprise prices. Starting at $14,995 annually for just three users, ZoomInfo requires significant investment with mandatory annual contracts. Despite the cost, Fortune 500 companies rely on ZoomInfo's proven ROI and dedicated account management.

Pricing: Starts at $14,995/year for 3 users; enterprise pricing available
Best for: Large enterprise sales teams with 50+ reps
Key advantage: Highest data accuracy and most comprehensive intent signals

3. Persana AI revolutionizes prospecting with autonomous agents

Persana AI represents the future of sales intelligence, using AI agents to automate 90% of the sales development process. Founded by LinkedIn alumni in 2023, the platform recently secured $2.3M in seed funding and has quickly gained traction with its innovative approach to data enrichment.

AI-powered automation features:

• 24/7 AI agents monitoring 75+ buying signals continuously

• 700M+ contacts and 200M+ companies in database

• Autopilot feature autonomously identifying prospects and managing follow-ups

• PersanaVector technology achieving 76% higher relevance scores

• 95% email accuracy with real-time enrichment

• Unlimited team seats across all pricing plans

Unlike traditional tools requiring manual workflows, Persana's approach eliminates the need for complex setup while delivering enterprise-level results. For B2B SaaS companies embracing AI-first go-to-market strategies, Persana offers unmatched automation and efficiency at a fraction of traditional enterprise costs.

Pricing: Custom pricing with unlimited team seats
Best for: Growth-stage companies wanting AI-powered automation
Key advantage: Autonomous AI agents handling prospecting 24/7

4. Kaspr excels at LinkedIn-focused prospecting

Kaspr has carved out a dominant position in LinkedIn prospecting, offering the most streamlined approach to social selling. With 120M+ European B2B contacts and instant Chrome extension functionality, Kaspr eliminates the complexity that plagues other enrichment tools.

LinkedIn-first advantages:

• One-click lead capture from any LinkedIn profile or Sales Navigator search

• 120M+ European B2B contacts with strong GDPR compliance

• Unlimited B2B email credits on all paid plans

• Real-time verification ensuring data freshness

• Plug-and-play simplicity requiring minimal training

• 5x higher connection rates for LinkedIn outreach campaigns

The platform's focused approach yields impressive results without the complexity of enterprise solutions. Users consistently report dramatically improved prospecting efficiency, while the intuitive interface allows teams to get started immediately. For sales teams heavily invested in LinkedIn for prospecting, Kaspr provides the most efficient path from profile to pipeline.

Pricing: Free plan available; paid plans from $49/month
Best for: Sales teams focused on LinkedIn and European markets
Key advantage: Instant LinkedIn data capture with unlimited email credits

5. SMARTe delivers mobile-verified global data

SMARTe distinguishes itself through superior mobile phone coverage, offering up to 70% mobile numbers for North American contacts. With 248M+ B2B contacts across global markets, the platform addresses a critical gap in most data providers – accurate, compliant mobile data for multi-channel outreach.

Mobile-first capabilities:

• 70% mobile phone coverage for North American contacts

• 248M+ B2B contacts across global markets

• Real-time enrichment updating contact information automatically

• Job change alerts for timely prospect outreach

• One-click CRM integration streamlining data flow

• Global compliance framework covering GDPR, CCPA, and emerging regulations

Founded in 2005, SMARTe brings stability and maturity to the data enrichment space. The platform's focus on mobile data makes it particularly valuable for sales teams using multi-touch sequences combining email, phone, and SMS outreach. This comprehensive approach ensures maximum reach across all communication channels.

Pricing: Custom pricing based on data needs
Best for: Teams needing verified mobile numbers for calling campaigns
Key advantage: Industry-leading mobile phone coverage with compliance

6. Cognism achieves unmatched data accuracy

Cognism has built its reputation on data quality, with Diamond Verified Phone Data achieving 98% accuracy rates. The platform's focus on verified business contact information makes it the preferred choice for sales teams where every dial counts.

The platform combines AI-powered enrichment with human verification to ensure data reliability. Its 2x mobile coverage for US contacts compared to competitors enables higher connect rates for calling campaigns. Cognism's 20-second average support response time and 99% satisfaction scores demonstrate its commitment to customer success. The platform's strong European presence and GDPR compliance make it ideal for transatlantic go-to-market strategies.

What sets Cognism apart is its consumption-based pricing model without credit restrictions. Teams can enrich and export data based on fair usage policies rather than arbitrary credit limits. This transparency, combined with exceptional data quality, has earned Cognism consistent recognition in G2 reviews. For B2B SaaS companies where data accuracy directly impacts revenue, Cognism delivers measurable ROI.

Pricing: Consumption-based model; custom pricing available
Best for: Sales teams prioritizing phone outreach and data quality
Key advantage: 98% phone accuracy with Diamond Data verification

7. Instantly combines enrichment with email deliverability

Instantly addresses a critical gap in Clay's offering – native email outreach capabilities. The platform combines a B2B lead database with advanced email automation and deliverability features, creating an integrated solution for cold email campaigns.

The platform's strength lies in its email infrastructure. Built-in warmup networks, reputation monitoring, and deliverability optimization ensure messages reach inboxes rather than spam folders. Instantly's AI-powered personalization creates unique messages for each prospect, while its CRM capabilities track engagement throughout the buyer journey. The platform's unified approach eliminates the need for separate enrichment and outreach tools.

For B2B SaaS companies running high-volume email campaigns, Instantly provides essential deliverability features missing from traditional enrichment platforms. Its transparent pricing starting at $37/month makes it accessible for startups, while advanced features scale with growing teams. The platform's focus on email excellence makes it the optimal choice for outbound-heavy go-to-market strategies.

Pricing: Starts at $37/month; scales with email volume
Best for: Teams running high-volume cold email campaigns
Key advantage: Built-in email deliverability and automation features

Making the right choice for your go-to-market strategy

Selecting the right Clay alternative depends on your specific go-to-market needs, team size, and growth trajectory. Apollo.io offers the most comprehensive solution for teams wanting an all-in-one platform, while Persana AI represents the cutting edge of AI-powered automation. For enterprise organizations with substantial budgets, ZoomInfo's unmatched data scale justifies its premium pricing.

The shift from credit-based models to transparent subscriptions reflects broader market maturation. Tools like Kaspr and Instantly demonstrate that effective data enrichment doesn't require complex pricing or steep learning curves. As privacy regulations expand and buyer preferences evolve toward signal-based engagement, choosing a platform with built-in compliance and intent capabilities becomes crucial.

For B2B SaaS companies partnering with go-to-market consultancies like Genesys Growth on monthly retainer engagements, these tools form the foundation of scalable outbound programs. The right enrichment platform amplifies the impact of strategic positioning and messaging work, turning market insights into pipeline opportunities.

FAQ

What makes these alternatives better than Clay for B2B SaaS companies?

These alternatives offer more transparent pricing, better data accuracy, and integrated outreach capabilities that Clay lacks. Apollo.io provides an all-in-one solution starting at $49/month versus Clay's $720+ platform fees. Persana AI's autonomous agents eliminate manual workflow creation, while tools like Instantly include email deliverability features essential for cold outreach. Most importantly, these platforms require less technical expertise to generate results.

How long does it take to migrate from Clay to a new platform?

Migration typically takes 1-2 weeks depending on data volume and workflow complexity. Most alternatives accept CSV imports for basic contact lists, though enrichment workflows must be rebuilt. Apollo.io and Persana AI offer the smoothest transitions with dedicated onboarding support. Plan for data audit, compatibility testing, and team training during migration.

Which alternative offers the best ROI for early-stage startups?

Apollo.io consistently delivers the best ROI for early-stage startups with its generous free plan (10,000 email addresses, 500 phone numbers) and comprehensive feature set. Kaspr provides excellent value for LinkedIn-focused teams with unlimited email credits. Persana AI's unlimited team seats make it cost-effective as teams scale. Consider starting with Apollo's free tier and upgrading as revenue grows.

Do any alternatives offer better compliance features than Clay?

Cognism and SMARTe lead in compliance capabilities with built-in GDPR and CCPA features plus global privacy framework support. Kaspr excels for European compliance with strong GDPR protections. These platforms provide audit trails, consent management, and data retention controls increasingly required by regulations. With 20 US states now having comprehensive privacy laws, built-in compliance features are essential.

What integrations matter most when choosing a Clay alternative?

CRM integration depth matters more than quantity. Native Salesforce and HubSpot connections with bi-directional sync prove most valuable. Sales engagement platform integrations (Outreach, SalesLoft) enable workflow automation. LinkedIn Sales Navigator compatibility enhances prospecting efficiency. Apollo.io and ZoomInfo offer the most comprehensive integration ecosystems.

How do these alternatives handle data accuracy and verification?

Data accuracy varies significantly across providers. Cognism achieves 98% phone accuracy through Diamond Data verification. Apollo.io maintains 95%+ accuracy with real-time verification. Most alternatives use waterfall enrichment pulling from multiple sources, significantly improving match rates compared to single-source providers. This approach aligns with data-driven go-to-market strategies that prioritize quality over quantity.

Which tool should we choose if we're already using HubSpot?

For existing HubSpot users, Breeze Intelligence (formerly Clearbit) offers the most seamless integration as HubSpot's native data provider. Apollo.io provides excellent HubSpot integration with advanced features at lower cost. Both synchronize data automatically and support HubSpot workflows. Consider Breeze for simplicity or Apollo for advanced capabilities beyond HubSpot's ecosystem. For teams looking to optimize their HubSpot implementation, these integrations can significantly enhance lead scoring and routing capabilities.