Reverse ETL | Clay.com
Clay for rETL
Unify product, revenue, and CRM data into actionable insights
GTM teams see the full customer journey, build better segments, and trigger growth motions automatically with Clay's unified orchestration.
The Reverse ETL for GTM with data enrichment, orchestration & consolidation
Key use cases
PLG signups to CRM
Reps see customer usage trends directly in their CRM without checking multiple dashboards to identify expansion opportunities faster.
Sync warm intent to CRM for seller signals
Combine product activity, web engagement, and campaign responses into one view so sellers see which accounts are heating up.
Trigger bubble up motions from product signals
Pull product and intent data from your warehouse to spot when interest concentrates at an account, then enrich and run bubble-up motions to senior leaders.
Mistral AI replaced $500k in consultants with Clay
Mistral unifies product consumption data from multiple systems into their CRM. Sellers spot expansion opportunities and track 3- and 6-month trends with real-time visibility into usage data.
Connect all data sources to Clay
Pull events from consumption platforms like BigQuery, Databricks, and Snowflake, billing systems like Stripe, and sales data from your CRM into Clay using Audiences.
Create a custom waterfall that syncs your entire data pipeline
Create a custom waterfall to define the matching logic and fallback order syncing your entire data pipeline. If a match is found, Clay Audiences update the existing CRM account. If not, Clay creates a new account with enriched fields.
Fill data gaps with 150+ providers & AI
Fill in any missing data gaps while matching records with our 150+ integrations adding employee counts, tech stack, funding data, and more. Use AI web research for ICP-specific data points like “AI investment level.” Upsert accounts in your CRM.
Identify opportunities in qualified accounts
Automatically push actionable insights directly where your team lives. Create opportunities in your CRM, send slack alerts when accounts show expansion signals, or create Google slides for a QBR.
What our customers say about us...
"In my professional opinion, Clay has one of the most practical and exciting applications of AI, in a decades-old practice that has long been stale."
Keith Jones
GTM Systems Lead
"Clay should be an essential pillar of every company's GTM stack, enabling outbound built on the highest quality data foundation possible. Now you can automate hours of manual research so sales teams can focus on selling."
Stevie Case
CRO
"This job has always been about creativity, despite how it might seem, and Clay enables me to answer more 'what if we could...' questions from our GTM teams than I ever could before."
Alexander DeMoulin
Director of Revenue Operations
"Clay saves us hours a week that we previously spent researching and vetting companies that applied to our startup program. Our auto-approval rate has jumped to ~40%—with no manual work needed."
Josh Kim
Head of Growth Programs
"Not having Clay would hugely reduce our ability to run good outbound campaigns. We wouldn’t be calling people as much, because it’s hard to get good phone numbers. We wouldn’t be emailing as much, because we’d be likely to bounce or go to spam. With Clay, we have a reliable source of data enrichment and can run dynamic, multi-touch outreach sequences."
Julien Reiman
Head of Sales
.avif)
.avif)
.avif)
.avif)
.avif)
.avif)
.avif)
.avif)
Get a demo
Connect with us
Partner with Clay
OUR COMPANY