Clay vs Make
A side-by-side comparison to help you choose between Clay and Make.
Our verdict
Choose Clay if your core need is AI-powered lead enrichment and personalized outreach at scale; choose Make if you need a flexible, low-cost automation platform to connect apps and build complex workflows. The key trade-off is between Clay's specialized GTM data engine (from $134/mo, 4.5 rating) and Make's general-purpose visual automation (from $9/mo, same rating). Clay excels at finding and enriching leads with AI agents, while Make handles multi-step logic across 1,000+ apps. Your decision hinges on whether you prioritize data-driven sales automation or broad workflow integration.
| Clay | Make | |
|---|---|---|
| Description | A GTM data platform that enriches leads from 100+ sources and uses AI research agents to personalize outreach at scale. | Visual automation platform for building complex, multi-step workflows across apps with a drag-and-drop canvas and AI. |
| Category | AI automation | AI automation |
| Pricing | paid · Free tier; paid from $134/mo | freemium · Free tier; $9/mo Core |
| Rating | 4.5 | 4.5 |
| Features | AI research agentsData enrichment from 100+ sourcesMulti provider waterfallIntent signal trackingAd audience syncNative outreach sequencer | Drag and drop workflow builderMulti step automation scenarios1,000+ app integrationsConditional logic and branchingError handling and monitoringScheduling and triggers |
| Website | Visit | Visit |
Choose Clay if…
Clay fits best for sales teams, marketers, and solopreneurs focused on lead generation and personalized outreach at scale. Its AI research agents and data enrichment from 100+ sources make it ideal for users who need to build deep prospect profiles and automate multi-channel campaigns. With a paid plan starting at $134/mo, it's suited for those with a dedicated budget for GTM automation and a willingness to invest in specialized features like intent tracking and ad audience sync.
Choose Make if…
Make is ideal for developers, solopreneurs, and small teams who need to automate a wide variety of tasks across many apps without coding. Its drag-and-drop builder, 1,000+ integrations, and freemium pricing (Core from $9/mo) make it accessible for any budget. If your workflow involves conditional logic, error handling, and scheduled triggers, Make provides the flexibility to connect almost any tool. It's the better choice for general automation needs rather than specialized sales outreach.
Frequently Asked Questions
What are the main differences between Clay and Make?
Clay is a specialized GTM data platform focused on AI-powered lead enrichment and personalized outreach, while Make is a general-purpose visual automation platform for connecting apps and building multi-step workflows. Clay offers data from 100+ sources and AI research agents; Make offers 1,000+ integrations and a drag-and-drop builder with conditional logic.
How do the pricing plans of Clay and Make compare?
Clay has a free tier and paid plans starting at $134/mo. Make is freemium with a free tier and a Core plan at $9/mo. Make is significantly more affordable for basic automation needs, while Clay's pricing reflects its specialized data enrichment and AI capabilities.
Which tool is better for lead generation?
Clay is better for lead generation because it is purpose-built for that, with AI research agents, data enrichment from 100+ sources, and intent signal tracking. Make can be used for lead generation workflows (e.g., connecting a form to a CRM) but lacks the specialized data sources and AI enrichment that Clay offers.
Can Clay and Make be used together?
Yes, they can complement each other. For example, you could use Clay to enrich leads and then trigger a Make scenario to add those leads to a CRM or send notifications. However, Clay also has its own native outreach sequencer, so integration may not be necessary for all use cases.
Which tool is better for a solopreneur on a tight budget?
Make is better for a solopreneur on a tight budget because its Core plan is only $9/mo, and it offers extensive automation capabilities. Clay's paid plans start at $134/mo, which may be too expensive unless lead generation is a core part of the business.
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