Clay vs ZoomInfo: Which Sales Intelligence Platform Is Best in 2025?

Choosing the wrong sales intelligence tool will waste money and sink your outbound.

So which is better….Clay or ZoomInfo?

Clay, the more modern option, is flexible, fast, and built to stitch together data from dozens of sources. 

ZoomInfo is the traditional choice, known for its massive contact database and intent data that large enterprises rely on. 

Both are widely used, but they serve very different needs. So before you commit time and budget, here’s what you need to know.

TL;DR: Who wins the Clay vs ZoomInfo battle?

• One-sentence verdict: Clay is more flexible and accurate for most teams, while ZoomInfo is better for enterprises that need massive scale.
  
  
• When Clay wins: SMB/mid-market teams (1k–5k leads/month) that value enrichment, AI personalization, and fresh data.
  
  
• When ZoomInfo wins: Enterprises sending 5k+ leads/month who prioritize scale and intent data.
  
  
  

Who should use Clay and who should use ZoomInfo?

If you’ve ever googled “clay vs zoominfo” or “zoominfo vs clay”, you’re really asking one thing: which one actually fits the way my team sells? 

The answer has less to do with features on a pricing page and more to do with how you run outbound.

Clay is the pick for teams that want flexibility without the fluff. Startups and mid-market GTM teams use it to stitch together data from dozens of providers, personalize outreach that actually feels personal, and build enrichment workflows around their own playbooks. RevOps leaders especially like that Clay bends to how they work, instead of forcing them into a one-size-fits-all database. It already powers 8,000+ teams, including GTM groups at startups, cold email agencies, and even big names like OpenAI, Canva, and Rippling. That mix shows its range: flexible enough for scrappy outbound teams, but trusted by some of the most recognizable companies in tech.

ZoomInfo is the traditional option when size matters more than flexibility. If you’re an enterprise with thousands of reps, global territories, and a budget for big contracts, ZoomInfo’s huge contact database and built-in intent data are hard to ignore. It’s the safer choice if your outbound motion is all about covering ground fast, even if it means less customization.

How does data quality compare in Clay vs ZoomInfo?

There’s one question that matters a lot: whose data can you actually trust? 

Because a shiny feature set doesn’t matter if your emails bounce or your reps are calling outdated numbers.

Clay keeps things fresher by design.  Instead of relying on one static database, it pulls from 130+ real-time sources and connects with 75+ enrichment vendors. This keeps your lists fresh, which matters most in SMBs and niche segments where roles and data change fast. In practice, that breadth pays off: OpenAI doubled its enrichment coverage from 40% to 80% after moving to Clay. And this isn’t just a Clay talking point. Only 35% of sales professionals feel confident in their data’s accuracy, which is why more teams are adopting multi-source platforms like Clay to run waterfall enrichment and reduce bad records.

ZoomInfo leans on volume. Its proprietary database boasts more than 400M contacts and offers strong coverage for mid-market and enterprise accounts. But the trade-off is accuracy: for smaller companies or fast-moving industries, ZoomInfo’s records can lag, leaving you with gaps or outdated info.

How does AI change the game in ZoomInfo vs Clay?

People are often curious about which platform actually helps them work smarter, not just harder. That comes down to how each handles automation and personalization.

Clay bakes intelligence into the workflow. Its AI agents handle enrichment, scrape new data, and even draft personalized outreach at scale. Instead of just giving you raw contacts, Clay helps turn that data into context your reps can actually use in real conversations. As of mid-2024, 30% of Clay customers were already using its AI research agent, Claygent, generating 500,000+ research and outreach tasks every day. By June 2025, Claygent had surpassed 1 billion cumulative runs, proof that Clay’s AI is more than a nice-to-have

ZoomInfo sticks closer to traditional automation. It does have workflow tools, but they’re more rigid and less customizable. Personalization options exist, but they don’t go nearly as deep as what you can do with Clay, making it better suited for broad campaigns rather than nuanced, one-to-one outreach.

Which platform has better search, filters, and intent signals?

When you compare clay vs zoominfo, one of the clearest differences is how each platform helps you narrow down and qualify the right prospects. Search and filtering are where a database-first tool and an enrichment-first tool take very different paths.

Clay takes a flexible approach. Instead of limiting you to preset filters, it lets you enrich lists with the exact data points you want: tech stack, funding rounds, hiring signals, even intent data from external providers. That makes it a strong fit for teams targeting niche markets or building highly customized criteria.

ZoomInfo goes all-in on granularity. Its native filters cover job titles, seniority, firmographics, technographics, and its proprietary intent signals. If your priority is to build highly specific lists right out of the box, ZoomInfo delivers, though it trades away some of the flexibility Clay offers.

How do integrations compare between Clay and ZoomInfo?

For a lot of teams, integrations can be the deal-breaker. What matters most isn’t just the data you pull in, but how seamlessly it connects with the rest of your stack.

Clay is built for openness. It connects to over 130 data providers out of the box and plays nice with tools like HubSpot, Salesforce, Smartlead, and Airtable. If something isn’t natively supported, you can bring in your own API, which gives RevOps and growth teams the freedom to stitch Clay into almost any workflow. And industry trends back this up as 94% of sales organizations are consolidating their tech stacks, preferring centralized platforms like Clay that bring research, enrichment, and automation into one place.

ZoomInfo is built for enterprise depth. Its integrations lean heavily into big-company ecosystems, with strong native connections to CRMs, sales engagement platforms, and enterprise automation tools. It’s a good fit if you’re already locked into a corporate tech stack and want everything to sync without much customization

Which is easier to use: Clay or ZoomInfo?

A big part of the clay vs zoominfo decision comes down to how quickly your team can get up and running. The smoother the onboarding, the faster you see value.

Clay keeps it simple. You can sign up for a self-serve free trial, explore right away, and get comfortable with its spreadsheet-like interface in minutes. The learning curve is short, especially if your team is already used to working in Excel or Google Sheets.

ZoomInfo makes you go through more steps. Access is gated behind sales calls and demos, and even once you’re in, the platform takes longer to master. The interface is powerful, but the complexity means most teams need extra time and training before they’re confident using it day to day.

How do pricing models differ in Clay vs ZoomInfo?

One of the biggest questions is cost, and the real issue isn’t just the price tag, but how predictable and flexible it stays as your team grows.

Clay is upfront and transparent. Plans are credit-based, starting with a free tier and scaling up through Starter ($134/month), Explorer ($314/month), Pro ($720/month), and custom Enterprise options. You know exactly what you’re paying for, and you can adjust based on how much enrichment you actually need. Clay’s credit system is also flexible: users can top up monthly credits at a 50% premium, with rollover capped at twice the monthly allowance.

ZoomInfo takes a contract-first approach. Pricing is opaque, usually locked into annual deals that start around $15k and climb from there. It can make sense for large sales teams with big budgets, but for smaller or fast-moving teams, the lack of flexibility can be a hurdle.

Can Clay or ZoomInfo replace my CRM or sequencer?

A common question in the clay vs zoominfo conversation is whether either platform can stand in for your CRM or sales engagement tool. 

The short answer is no, but they play different supporting roles.

Clay focuses on enrichment and personalization. It doesn’t include a native sequencer, but it can generate highly personalized emails and push them directly into tools like HubSpot, Outreach, or Smartlead. Think of it as powering your sequencer rather than replacing it.

ZoomInfo leans into calling and workflows. It offers built-in dialers and some automation features, but it still depends on an external CRM or sequencer for full-scale engagement. It’s helpful, but not a true all-in-one replacement.

What are the hidden challenges after 90 days with Clay or ZoomInfo?

Feature lists make both platforms look great on paper, but the real trade-offs only become clear after a few months of use.

Clay’s challenges come down to management. Its credit-based pricing model gives you flexibility, but it also means you need to keep an eye on usage so costs don’t creep up. And while most teams can get value quickly, unlocking Clay’s most advanced workflows may require some technical setup.

ZoomInfo’s challenges stem from scale. Its database is strong for mid-market and enterprise, but accuracy can slip when you’re targeting SMBs or niche segments. Many users also find themselves paying for features they don’t fully adopt, all while being tied to heavy annual contracts that don’t leave much room to adjust course.

Clay vs ZoomInfo: which should you pick?

At the end of the day, choosing between these two comes down to what matters most for your outbound motion.

Pick Clay if: You want flexible enrichment from 130+ sources, personalization that actually scales, clear pricing, and faster time-to-value. It’s the stronger fit for startups, mid-market teams, and RevOps leaders who care more about accuracy and adaptability than sheer volume.

Pick ZoomInfo if: You need a massive proprietary database, native intent signals, and enterprise-scale outbound coverage. It’s best suited for large organizations that can support big contracts and rely on volume-heavy prospecting.

What are the most common FAQs on ZoomInfo vs Clay?

Does Clay have its own database?
No. Instead of relying on a single database, Clay pulls from 130+ sources, giving you fresher and more flexible data across different segments.

Is ZoomInfo accurate for SMBs?
Not always. ZoomInfo is strongest for mid-market and enterprise coverage, but accuracy drops off in smaller business and niche markets where Clay’s multi-source approach holds up better.

Can either run full multichannel outreach?
ZoomInfo has built-in support for email and phone outreach. Clay doesn’t run outreach natively, but it integrates directly with sequencers like Outreach or Smartlead, so you can still build full campaigns.

Do they both offer trials?
Clay does, self-serve and easy to start. ZoomInfo doesn’t. Access is gated by sales calls and contracts, so there’s no quick way to try it out before committing.