Clay vs Keap: Data Enrichment Tool vs CRM Platform Comparison

Clay vs Keap: Data Enrichment Tool vs CRM Platform Comparison

Clay is a data enrichment tool; Keap is a CRM platform. Whether you need one, the other, or both depends on which part of the workflow you are buying for: B2B lead data and contact enrichment on one side, customer relationship management and sales pipeline tracking on the other. This guide lays out what each vendor publishes.

The Quick Answer

Clay is a data enrichment tool for B2B lead data and contact enrichment; Keap is a CRM platform for customer relationship management and sales pipeline tracking. By each vendor's own wording, Clay lists 150+ data provider integrations and ai-powered enrichment (claygent), and Keap lists contact management and contact segmentation (tags).

Clay offers a lower entry point at $185/mo compared to Keap at $299/mo.

If your priority is finding accurate contact data for target accounts, Clay is the one built for it; for organizing contacts, tracking deals, and forecasting revenue, that is Keap. Many teams run one of each.

Understanding the Core Difference

Clay is Data enrichment and workflow automation platform with 150+ integrations and AI-powered enrichment (Claygent).

Keap is Keap is a small business CRM and automation platform combining contact management, marketing and sales automation, appointments, quotes and invoicing in one product. It is sold as a single plan priced by contact count rather than by feature tier.

The two platforms take different approaches to solving the same core challenge.

Pricing Comparison

$185/moClay entry plan

Launch

$299/moKeap entry plan

Keap

Clay Pricing (as of September 2026)

Source: Clay Pricing

Keap Pricing (as of September 2026)

Source: Keap Pricing

Pricing Analysis

Clay is more affordable at the entry level ($185/mo vs $299/mo). For teams with tight budgets or those just getting started with B2B lead data and contact enrichment and customer relationship management and sales pipeline tracking, this price difference matters.

Clay offers 3 pricing tiers compared to Keap's 1, giving you more granularity as you scale.

Features Breakdown

Clay lists

• 150+ data provider integrations
• AI-powered enrichment (Claygent)
• Unlimited users on all plans
• Credit rollover
• Workflow automation
• Data waterfall enrichment
• and 3 more listed below

Keap lists

• Contact management
• Contact segmentation (tags)
• Email broadcasts
• Sales pipeline
• Appointment scheduler
• Quotes
• and 2 more listed below

Clay Key Features

• 150+ data provider integrations
• AI-powered enrichment (Claygent)
• Unlimited users on all plans
• Credit rollover
• Workflow automation
• Data waterfall enrichment
• Custom API key support
• HTTP API integration
• Webhooks

Keap Key Features

• Contact management
• Contact segmentation (tags)
• Email broadcasts
• Sales pipeline
• Appointment scheduler
• Quotes
• Invoices
• Text marketing

The two lists below are a diff of each vendor's own feature list by exact wording, so a capability both tools offer can appear on either side under a different name.

Listed only by Clay

• 150+ data provider integrations
• AI-powered enrichment (Claygent)
• Unlimited users on all plans
• Credit rollover
• Workflow automation
• Data waterfall enrichment
• Custom API key support
• HTTP API integration
• Webhooks

Listed only by Keap

• Contact management
• Contact segmentation (tags)
• Email broadcasts
• Sales pipeline
• Appointment scheduler
• Quotes
• Invoices
• Text marketing

Integration Ecosystem

Clay Integrations

Clay connects with: Salesforce, HubSpot, Pipedrive, Close, Apollo.io, Clearbit, ZoomInfo, Lemlist, Instantly, Smartlead, OpenAI, Google Sheets, Airtable, Notion.

Keap Integrations

Keap connects with: Gmail, Outlook, Zapier, PayPal, Stripe, Eway.

Integrations listed only by Clay: Salesforce, HubSpot, Pipedrive, Close, Apollo.io, Clearbit, ZoomInfo, Lemlist, Instantly, Smartlead, OpenAI, Google Sheets, Airtable, Notion.

Integrations listed only by Keap: Gmail, Outlook, Zapier, PayPal, Stripe, Eway.

Use Case Recommendations

Best Fit for Clay

• Mid-market to enterprise teams with established B2B lead data and contact enrichment budgets
• Teams that need a wide feature set (9 capabilities listed)
• Organizations with complex tech stacks needing broad integration support (14 integrations)
• Enterprise buyers who prefer custom pricing and dedicated support

Best Fit for Keap

• Mid-market to enterprise teams with established customer relationship management and sales pipeline tracking budgets
• Sales teams tracking deals from first touch to close
• Managers who need pipeline visibility and forecasting
• Growing teams that need scalable contact management

Feature Comparison Summary

Getting Started Checklist

1. Define your B2B lead data and contact enrichment and customer relationship management and sales pipeline tracking requirements and monthly budget
2. Estimate your expected data credits or contact lookups and contacts and deals to find the right tier
3. List the integrations your team currently relies on
4. Sign up for free trials or demos of both platforms
5. Run a small test with each tool before making a commitment
6. Evaluate the onboarding experience and support quality

Final Thoughts

Clay serves the B2B lead data and contact enrichment side of an outbound stack and Keap the customer relationship management and sales pipeline tracking side. Clay offers a more accessible entry point at $185/mo, while Keap starts at $299/mo. Your decision should weigh pricing against the specific features that matter most for your workflow.

Start with a trial of each to see which platform fits your team's daily process. The best tool is the one your team actually uses consistently.

Pricing and features verified as of September 2026. Visit Clay and Keap for current information.