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Clay Cup 2025🇬🇧 #1|🌍 Top 4 ClayCertified Specialists HubSpotSolutions Provider
Capability · Data & Enrichment

Waterfall enrichment, engineered and owned.

More coverage, lower cost per record, and data your reps can actually act on, built into your own stack and handed over. Not a per-credit subscription you rent forever.

Score my GTM in 3 minutes → See it in your CRM →
Custom Table Auto-run 1 / 1 rows
@Record
Find Work Email
Validate Icypeas
Find Work Email (2)
Validate LeadMagic
Find Work Email (3)
Validate Findymail
% 0%0%0%0%0%0%
PNPriya NairAtlas Freight
0 / 1 resolved·spend $0.00·paid only on a hitlive
What it is

One provider misses a third of your market.
A waterfall doesn't.

Waterfall enrichment queries multiple providers in sequence, keeps the first verified match, and skips the rest. Higher coverage, lower cost, data your reps can actually act on.

0% of your accounts missed by a single provider
0% coverage when three providers waterfall
0% verified before it writes to your CRM

Email waterfall

Live preview
PN
Priya NairAtlas Freight
Prospeo
→
LeadMagic
→
Findymail
queued
DM
Diego MarínSolvent
Prospeo
→
LeadMagic
→
Findymail
queued
AK
Aisha KhanNorthwind
Prospeo
→
LeadMagic
→
Findymail
queued
0/3 resolved spend: $0.00 3/3 verified before CRM write

One provider

  • Pay for every lookup, hit or miss
  • Miss a third of your accounts
  • Reps work off half-filled records
  • Bad emails bounce, burn your domain

Waterfall

  • Pay only when a provider finds a match
  • Near-complete coverage across sources
  • Every result verified before CRM write
  • Reps act on data that won't bounce
01 / How we build it

Engineered into your engine, the AEO way.

1
Architect

Map the gaps

We profile your accounts to find which fields are missing, where coverage breaks, and what your reps actually need to act on.

Coverage auditField gapsDecay rate
Hover for detail
  • Sample your CRM to measure fill rates per field
  • Flag which records are stale vs genuinely empty
  • Map the fields your reps actually open before a call
  • Benchmark your coverage against industry hit rates
2
Engineer

Build the waterfall

Route the right providers in the right order. Verify before write. Set the refresh cadence so data stays live as it decays.

Provider routingVerificationRefresh
Hover for detail
  • Rank providers by hit rate on your actual accounts
  • Cascade: only pay down the chain when earlier miss
  • Verify every result before it touches the CRM
  • Schedule re-enrichment so data never goes stale
3
Operate

Wire it in and hand over

Syncs into your CRM, feeds scoring and routing, ships with the runbook. Runs whether we're in the room or not.

CRM syncScoringRunbook
Hover for detail
  • Bi-directional CRM sync so enrichment is always current
  • Feed enriched fields into lead scoring and routing
  • Full runbook: your team runs it without us
  • You own the code, the workflows, and the data
The next move

See how much data
you're missing.

Score your GTM in three minutes for the pound figure on the pipeline leaking through thin data. No email to see it. Then we hand you the blueprint of exactly where it leaks, before you pay a thing.

Score my GTM in 3 minutes → Clean the data first →
Pipeline Blueprint report showing 3 revenue leaks found
02 / Straight answers

Waterfall enrichment,
answered.

The questions buyers ask before they hand us their data.

What is waterfall enrichment?
It queries multiple data providers in sequence and keeps the first verified match for each field, instead of relying on one provider for everything. It raises match rates and lowers cost per verified record, because no single source wins every lookup. The result is data your reps can act on without it bouncing.
How is it different from buying one data tool?
A single tool misses a large share of your accounts and charges for every lookup whether it finds anything or not. A waterfall cascades across providers, only paying down the chain when earlier sources miss, then verifies before writing. We engineer it into your stack and you own it, rather than renting one provider's coverage forever.
Do we own the enrichment system?
Yes. The waterfall logic, provider routing, verification and CRM sync are built in your own Clay account and handed over with the runbook. Part ways and it keeps running. You bring your own provider keys, so there's no markup on data and no lock-in.
What does it cost?
We price the build against what it replaces in-house and reveal the number after a Pipeline Blueprint shows where your data is actually leaking. You never pay for a phase until its match-rate spec is met and verified on a sample of your own records.