Obert vsClay

Switching from Clay? Here's what a complete GTM system looks like.

Clay is the best enrichment tool in the category. It still doesn't send a LinkedIn message.

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ObertClay

Sends on LinkedInYesNo

Setup time< 30 min2–4 hrs

Real monthly cost$79$350+

One layer versus the whole loop

Clay pulls data, enriches contacts, and prepares lists. Obert is where the outreach actually happens.

01Find

Obert

Live signals

Clay

Via integrations

02Enrich

Obert

250M+ contacts

Clay

75+ providers

03Qualify

Obert

ICP agents

Clay

AI columns

04Send

Obert

LinkedIn sequences

Clay

Needs HeyReach

05Reply

Obert

Unified inbox

Clay

Not included

Why teams look for a Clay alternative

Clay gets you to the starting line. You still need HeyReach or Instantly to send, an inbox to reply, and a signal source to know who belongs on the list. Teams that live in Clay every day are usually RevOps engineers, not sales teams trying to book this week's meetings.

The same campaign, built both ways

Reach people who engaged with a competitor's post this week. Count the tabs.

01Find people engaging with a competitor

ClayScraper + webhookNo native signalsObertCompetitor engagers signal

02Enrich and find contact data

ClayClay waterfallObertBuilt-in enrichment

03Qualify against your ICP

ClayClay AI columnScores rows, doesn't gate outreachObertICP agent

04Send LinkedIn invite + follow-ups

ClayHeyReachClay doesn't sendObertSequence

05Handle replies

ClayLinkedIn tabs per senderNo unified LinkedIn inboxObertUnified inbox

Tools touchedClay stack 4 · Obert 1

Obert vs Clay, category by category

The categories that decide whether you have a data tool or a GTM system. See pricing.

10/10native
in Obert

1/10native in Clay
5 partial or via add-ons

ObertClay

Finding leads

Signal-based lead sourcing

Profile viewers, competitor engagers, website visitors

Via integrations

Built-in contact database

250M+ B2B contacts + lookalike engine

Via enrichment providers

Qualifying

AI lead qualification

AI agents score every lead against your ICP before outreach

Via AI columns

Outreach

LinkedIn outreach sequences

Templated + 1:1 campaigns

Requires HeyReach / Instantly

Unified LinkedIn inbox

Keyboard shortcuts, Superhuman-style

Content scheduling

Included

Platform

Developer access (API/MCP)

Full API and MCP

HTTP / tables, not API / MCP

Integrations

HubSpot, Clay, Attio, Instantly, Sales Navigator

75+ data providers

Price per seat

$79/mo

$185/mo Launch, credits on top

Full GTM system

Yes

Infrastructure, not a GTM system

Clay costs more and does less of the loop.

Clay alone starts at $185/mo and only covers enrichment. The full Clay stack runs $350–450/mo. Full Obert pricing.

Obert$79

Find → qualify → send → inbox

Clay alone$185

Enrichment only. Doesn't send.

Typical Clay stack$350–450

+ outreach tool + Sales Nav

Per month, one seat. Clay stack = Clay Launch + outreach tool + Sales Navigator.

EnrichmentObert: Included

Clay alone: $185+/mo · Clay stack: $185+/mo

OutreachObert: Included

Clay alone: Not included · Clay stack: $79/mo

SignalsObert: Included

Clay alone: DIY · Clay stack: Extra tool

AI qualificationObert: Agents

Clay alone: Columns · Clay stack: Columns

InboxObert: Included

Clay alone: Not included · Clay stack: Not included

Total$79 vs $350–450/mo

Where the difference shows up

Clay plus an outreach tool is the real price

Clay Launch at $185 still needs an outreach layer ($59–$97) and often Sales Navigator. Growth-plan stacks run $650+/mo. The pricing comparison on Obert is $79/sender for find → qualify → send → inbox.

If you already have a RevOps engineer and Clay is load-bearing, keep it. Obert integrates with Clay.

Enrichment is not qualification, and it's not outreach

AI columns in Clay can score a row. They don't run an agent against your ICP and keep that lead out of a sequence until it passes. They also don't send the LinkedIn invite.

Obert's qualification happens before a name hits your queue, then the same system sends. That's a different product than a table that waits for HeyReach.

Speed is a feature when you don't have a Clay consultant

A Clay implementation for a non-technical user is days, often with help. Obert users run first sequences in under 30 minutes. Across a sales team, setup time is not a footnote.

Clay makes the list better. It can't produce a reply rate, because it never sends.

LinkedIn message reply rate

24%

Obert 24%

Expandi benchmark 10.4%

More than 2x the largest published benchmark (Expandi: 10.4%).

Obert production data, all tenants, anonymized.

40%

reply rate on cold LinkedIn messages

May Zeevi

Head of GTM, DREAMS

Read story

qualified invites a day

Tamir Pariente

CEO, SadehAI

Read story

“Obert is our go-to when it comes to GTM. It lets us easily find and qualify leads, and run outreach campaigns.”

Adam Gold

CEO, Islo

Clay+

Not ready to drop Clay? Drop the rest.

Can you use both? Yes, and it works well. Obert integrates natively with Clay. Pull your enriched lists from Clay, push them into Obert, and run the outreach system from there. Teams scaling quickly often use Clay for data infrastructure and Obert for execution.

EnrichmentKeep Clay, or use Obert

SignalsObert replaces

LinkedIn sendingObert replaces

InboxObert replaces

If you already have the list, Clay can work. If you don't, you need the system.

If data orchestration is the job and you already have sending tools, Clay is the right infrastructure. If the job is finding, qualifying, and reaching people on LinkedIn, start here.

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