Configure Clay Enrichment Waterfalls

Prerequisites

• Clay table with seed data (see fundamentals/enrichment/clay-table-setup)
• Clay credits available (waterfall uses credits per provider attempt)

Steps

1. Understand the waterfall pattern. A waterfall runs multiple enrichment providers in sequence. If Provider A returns no result, Provider B is tried, then Provider C. This maximizes hit rates while controlling cost since you only pay for the provider that returns data.

2. Set up email waterfall. Add an "Enrich Email" column and configure the waterfall with providers in this order: Apollo (highest hit rate for tech), Hunter.io (good for SMB), Dropcontact (GDPR-compliant fallback). Clay will try each until one returns a verified email.

3. Set up company enrichment waterfall. Add "Enrich Company" with providers: Clearbit (best firmographics), Apollo (good coverage), LinkedIn (fallback). This populates employee count, revenue, funding, and industry.

4. Set up person enrichment waterfall. Add "Enrich Person" with: Apollo, LinkedIn, Clearbit. This fills job title, seniority, department, and social profiles.

5. Add conditional logic. Use Clay's "Run if" conditions so expensive providers only fire when cheaper ones fail. Example: only run Clearbit if Apollo returned no company data.

6. Monitor hit rates. After running 50 rows, check the enrichment status column. Target 80%+ email hit rate and 90%+ company data hit rate. If below, adjust provider order or add providers.