ZoomInfo vs Clay

ZoomInfo and Clay are two leading GTM platforms that help sales teams source leads and launch outreach. While they share similar goals, they have fundamentally different philosophies and approaches to sales. 

Choosing between them requires understanding whether you need a primary data source or an engine for combining and enriching data from multiple sources. 

ZoomInfo overview

ZoomInfo is an enterprise-grade go-to-market intelligence platform that targets sales development reps, account executives, and revenue operations teams. It specializes in high-volume list building and broad market coverage.

Sales teams use ZoomInfo when they want to build large lists quickly without worrying about where the data comes from.

ZoomInfo’s key features are:

• Smart search filters (industry, headcount, tech used, seniority, location) to quickly build lists from its database
• CRM enrichment to keep emails/phones and firmographics up-to-date
• Buyer intent signals tracking to identify accounts worth warming up
• Outreach sequences that span email and cold calls
• AI-powered automation for repetitive tasks

The platform integrates with G2, Gong, Hubspot, Salesforce, Slack, Microsoft Outlook, and dozens of other tools.

Clay overview

Clay is a favorite for lean, tech-savvy teams and startups.

Unlike ZoomInfo, Clay doesn’t own a database. Instead, it acts as a layer that pulls in data from dozens of third-party providers using automated “waterfall” logic.

With Clay, sales teams can:

• Pull lead data from 100+ vetted third-party sources
• Research prospects by using Claygent to visit company websites and extract data
• Enrich CRM data with titles, stack, recent news, hiring notes, or custom fields
• Build automated workflows in a spreadsheet-like fashion
• Run inbound and outbound campaigns

Clay uses a proprietary AI, Claygent, for data enrichment, intent signals tracking, and automated GTM workflows.

Key differences between ZoomInfo and Clay

The ZoomInfo vs Clay choice isn’t only about scale or pricing. The platforms differ in their outreach mix, AI functionality, and approach to data sourcing.

Data quality and coverage

The biggest trade-off is ownership versus access.

One of ZoomInfo’s main selling points is its proprietary data. You’re paying for the accuracy of their internal research team, and if their database is strong in your niche, it’s a great speed advantage.

That said, the exact number of contacts is not publicly disclosed. Teams must verify coverage by region or ideal customer profile (ICP) during a demo or trial.

Clay gives you the “waterfall” in place of a database. Because it pulls from 100+ external data providers, you aren’t reliant on a single data source. If one provider’s wrong, the next one in the chain likely has the correct data.

Pricing models

ZoomInfo doesn’t publish its prices. Teams must reach out to their sales department and negotiate an exact setup, annual pay, and contract terms.

User comments on LinkedIn and other social media point to high pricing. Companies report paying from $15,000 to over $60,000 per year, with cost per seat starting at $5,000.

The platform offers a 7-day free trial for new users that includes basic database search and limited outreach and intent signal tracking.

Clay offers a free plan with basic functionality, three pricing tiers ranging from $134 to $1,800 per month, and a custom Enterprise plan for large teams.

The model is plan-plus-credits. You pay credits for most actions, such as people/company search. Credits can be purchased separately or as part of a monthly/annual plan.

For Starter, Explorer, and Pro plans, you can choose from several pricing options. Ultimately, the more you pay, the more credits you get. Unused credits from past periods roll over.

Claygent is available at all pricing tiers, including the free plan. To schedule messages, enrich phone numbers, or track intent signals, you must update to a paid plan. Some functions are reserved for higher pricing tiers.

A range of advanced functions, including AI prompting support, credit reporting analytics, and Single Sign-On (SSO), are only available under the custom-priced Enterprise plan.

Overall, Clay’s pricing is more accessible and transparent than ZoomInfo’s. However, you risk paying more if your team spends a lot of credits.

Additional sales features

Beyond its lead sourcing database, ZoomInfo offers a number dialer and conversation intelligence for cold calls. It helps teams execute and analyze cold calls without leaving the platform.

ZoomInfo organizes its tools into specialized “OS” suites to cover the entire customer lifecycle:

• SalesOS (prospecting and engagement) 
• MarketingOS (ads, intent data, outreach) 
• OperationsOS (data management and routing)
• TalentOS (recruitment and hiring)

While you can build a custom bundle by opting into specific functions, the structure is complex and often requires a dedicated administrator to manage the various add-ons and usage limits.

Clay counters with a proprietary AI that lives across the platform and pulls lead data from websites. Users can build and version multiple AI agents by feeding Claygent different prompts and templates.

You can also use Clay to estimate the total addressable market (TAM) and plan territories.

When to choose ZoomInfo or Clay

Choosing between ZoomInfo and Clay comes down to your GTM strategy and priorities, such as if you need ready-made volume or custom-built precision.

When to choose ZoomInfo

ZoomInfo’s enterprise-level pricing puts it out of reach for many small teams. You can still choose it for a large team when:

• You want prospecting, lead enrichment, intent, and engagement all under one roof.
• Your team is less technical and prefers a bundled platform over stitching together several data providers.
• You need to identify a large inflow of website visitors while tracking buying signals to prioritize accounts.
• RevOps wants standardized data governance and reporting across sales and marketing, with a single vendor to own SLAs and support.

When to choose Clay

In turn, Clay is a better choice when:

• You want research-grade data from multiple sources rather than relying on a single database.
• Your playbook relies on deep personalization, such as “unfindable” datapoints that require an AI to browse the web and research individual prospects.
• You prefer to start small, validate the workflow, and scale as volume grows.

Why AiSDR might be a smarter third option

AiSDR is built to be an AI-powered end-to-end GTM platform. It consolidates prospecting, lead enrichment, intent signal tracking, and outreach into one platform. 

Instead of giving you a pile of data and leaving you to figure it out, AiSDR acts as your strategist and outreach specialist at the same time.

AI Strategist 

Most tools start with “write an email” or “set filters to add leads”. 

AiSDR starts by asking you for your website. Its AI Strategist then reads your website, identifies positioning, and suggests ready-to-launch one-click GTM plays with audience niches, messaging, and sequences for email, LinkedIn, and call. 

You can go live in 20 minutes in just a few clicks.

How this compares: ZoomInfo can help your team act on data once you have a plan, but it won’t assist you with strategy. Clay has “GTM Alpha” plays that, according to the company, give you an edge due to superior data quality, but you must still put them together by hand. Only AiSDR ideates and executes your GTM strategy for you.

Live AI Search 

Live AI Search researches your leads in real time on demand, checks fresh signals (LinkedIn activity, company updates, hiring patterns, web behavior), and filters prospects against your ICP before they even hit a list. This approach protects deliverability and focuses on people who actually fit. 

How this compares: ZoomInfo supplies broad, native data and intent signals you can act on. Clay lets you compile data from multiple sources and have Claygent pull contacts from websites. AiSDR’s angle is fully automated research and selection. Our proprietary AI uses live signals to add only high-fit contacts, 24/7.

Intent data 

AiSDR tracks over 323 buyer intent signals, including de-anonymized web visits, role changes, product champions, and LinkedIn engagement and profile views. Because AiSDR is end-to-end, the AI can route these signals for use in campaigns or the AI Strategist.

How this compares: ZoomInfo can reveal company-level website visitors (WebSights) and surface buying intent inside SalesOS. Clay can track events across 100+ sources and enrich lead data with research. AiSDR’s difference is how tightly those signals trigger the next step. Instead of waiting for your sales reps to clock in, see the AI’s update, and act on it, you auto-spin sequences that hit the lead’s inbox the very next moment.

Campaign Builder 

AiSDR’s Campaign Builder gives you full control over how you break through inbox noise:

• Set up time delays between actions 
• Combine plain-text and multimedia messages 
• Catch up with prospects via LinkedIn connection requests, DMs, InMails, and even LinkedIn voice notes
• Branch based on replies, connection request acceptances, referrals, or no-shows

Build campaigns exactly how you want them, and let AiSDR handle the execution.

How this compares: ZoomInfo’s Engage covers sequences and calls inside its stack. Clay can send emails and pipe your enriched rows to the tools you already use. AiSDR leans into channel craft and pattern breaks (voice notes, media) so messages feel human and timely.

Clear pricing 

AiSDR keeps it simple – a flat-fee monthly plan based on message volume. All features like AI Strategist, Live AI Search, multichannel campaigns, and intent signal tracking come included. No mystery add-ons or credit spending to watch. You know exactly how much you will pay each month.

How this compares: ZoomInfo’s pricing is quote-based and bundle-driven. Clay publishes plans but charges extra with credits you’ll need to pay for virtually every action. If you want off-the-shelf pricing you can forecast without a spreadsheet, AiSDR’s model is built for that.

Multichannel, multimedia outreach automation 

Modern buyers don’t stay in one channel, so AiSDR meets them where they are – email, LinkedIn, and phone. 

You can coordinate a multi-step sequence that includes multimedia messages, LinkedIn touchpoints (such as liking a post or viewing a profile), and even Aircall-powered phone calls. AiSDR even generates researched call scripts so enter every cold call prepared.

How this compares: ZoomInfo offers email sequencing and call scheduling. Clay has native email sequencing and LinkedIn integrations that require a bit of work to set up. AiSDR runs email and LinkedIn outreach, and can even like a prospect’s post or watch profile visitors.