7 Clay Alternatives for B2B Sales Automation: What to Consider

Clay has become a popular choice for sales teams thanks to its data enrichment marketplace and AI workflows. But it’s not the only solution in the market. Depending on your budget, team size, and automation needs, several tools can serve as strong alternatives.

Here’s a breakdown of the best Clay alternatives for B2B sales automation, with their descriptions, features, pricing, and best use cases.

1. Persana AI

Persana AI is an AI-driven sales automation platform that helps teams personalize outreach at scale using triggers like job changes, funding rounds, and hiring signals. It combines enrichment, prospecting, and outreach in one place.

Key Features:

• Autopilot AI SDR for ghostwriting hyper-personalized emails

• Real-time enrichment with 75+ data sources

• Trigger-based workflows (job change, funding events)

• Unlimited seats with one subscription

Pricing: Starts at $68/month (Starter), $149/month (Pro), up to $400/month (Growth).

Best Use Case: Ideal for startups and mid-sized teams that need affordable, scalable personalization without paying extra per user.

2. Apollo.io

Apollo.io is an all-in-one B2B sales platform with a large database, built-in outreach, and analytics for prospecting.

Key Features:

• 275M+ verified contacts, 60+ filters for targeting

• Multi-channel outreach (email + phone + LinkedIn)

• Sequences, scoring, and reporting

• CRM integrations with HubSpot, Salesforce, etc.

Pricing: Free plan available, paid plans start at $49/month and scale up to $99/month for advanced features.

Best Use Case: Perfect for SMBs that want an all-in-one prospecting and engagement platform without relying on multiple tools.

3. ZoomInfo

ZoomInfo is an enterprise-grade sales intelligence platform known for its massive database and deep buyer intent insights.

Key Features:

• 300M+ global contacts with intent data

• Advanced segmentation and lead scoring

• Multi-channel automation workflows

• Integrations with major CRMs and marketing automation tools

Pricing: Custom pricing (typically $15,000–$20,000/year) depending on data volume and licenses.

Best Use Case: Suited for large enterprises with global prospecting needs and teams that rely heavily on intent-based targeting.

4. Cognism

Cognism is a GDPR-compliant sales intelligence tool offering verified B2B data with global coverage, especially strong in EMEA markets.

Key Features:

• GDPR-compliant, phone-verified contacts

• Global coverage with strong EMEA dataset

• Intent signals and enrichment

• Sales engagement integrations

Pricing: Starts around $1,200/month (varies by license and data access).

Best Use Case: Best for international teams who need compliance-first data and phone-based prospecting.

5. Lusha

Lusha is a lightweight, affordable contact data provider with a Chrome extension and CRM sync.

Key Features:

• Simple, browser-based prospecting

• Verified direct dials and emails

• CRM integrations with Salesforce, HubSpot, Pipedrive

• Easy-to-use credit system

Pricing: Free plan available, paid plans from $29/month/user.

Best Use Case: Great for small teams or SDRs who need quick access to accurate contact data without complex workflows.

6. Floqer

Floqer is a modern Clay alternative that offers a visual workflow builder and generous credit system for enrichment and automation.

Key Features:

• Visual workflow creation

• Affordable enrichment credits

• Real-time integrations with CRMs

• Collaboration-friendly interface

Pricing: Plans start from $99/month with more credits than Clay.

Best Use Case: Ideal for sales ops and GTM teams that want easy workflow automation without paying high per-credit costs.

7. Agent Frank (Salesforge)

Salesforge’s “Agent Frank” is an AI sales agent that automates both prospecting and outreach at scale.

Key Features:

• AI-powered Co-pilot & Auto-pilot modes

• Personalized outreach at scale

• Built-in inbox and sequencing

• Data enrichment included

Pricing: Starts at $89/month, scaling with outreach volume.

Best Use Case: Teams looking for fully autonomous SDR-like workflows with minimal manual effort.

Final Thoughts

Choosing the right Clay alternative depends on your team’s needs. If affordability and AI-driven personalization are key, Persana AI is the most versatile choice. For all-in-one prospecting, Apollo.io shines, while ZoomInfo dominates for enterprise-scale data.

👉 To dive deeper into AI-driven personalization, sales automation, and GTM strategies, check out the Persana.