Clay

Competitor activity, as a column in Clay.

Add verified competitor activity as columns: the buyer, the competitor and the date. Filter, route and run campaigns on them like any other column, every day.

Most rows come back empty. That’s the point.

Only accounts with a verified competitor conversation fill in, about 3 percent of accounts in a given month across customers. Filter to the filled rows and you have a short list worth working.

Target accounts · Deal Intelligence columnsexample3 of 5 rows matched
Taccount_domainTcompetitorTbuyer_nameTbuyer_titleTevent_typesourced_dateTaccount_owner
1workday.comTempoM. EisenbergDir RevOpsNew BusinessSep 28, 2026K. Brooks
2northwind.com······
3salliemae.comHelixP. ChenVP SalesNew BusinessSep 26, 2026R. Diaz
4vertexhealth.com······
5hilton.comTempoJ. OkaforDirector ITNew BusinessSep 23, 2026K. Brooks

Wire it in the way you already work.

Use the CRM your Clay tables already read, a webhook table per play, or a per-row lookup.

  • Through your CRM. Recommended. Deal Intelligence writes fields like di_latest_competitor__c to Salesforce or HubSpot, and Clay reads them as columns. No extra setup, no separate key.
  • Webhook table. Create a Clay table with a webhook source and add its URL in Deal Intelligence. Each new activity posts a row, and your Clay steps route, assign and enroll it.
  • Always-on. Rows fill as activity is verified, every day. Switch on a template’s launch column and it qualifies, routes and adds each buyer to the campaign or ads audience on its own.
  • HTTP API column. Look up each row’s domain with /v1/account_activity. Store the API key as a workspace secret. 600 requests a minute on Basic and Pro, 3,000 on Custom.
Read the Clay docs
Matched rowworkday.com · example
BuyerM. EisenbergDir RevOps
CompetitorTempo
ActivityConfirmedcompetitor activity
PlayCompetitor evaluationsno open opportunity
DateSep 28, 2026

Start from a template.

Each template is one Always-on play: the columns, the qualification, the email step and the route.

Competitor evaluations

New pipeline from their prospects: accounts not in your pipeline where a competitor just started working a buyer.

Deals at-risk

Open pipeline a competitor just entered: someone in the buying committee is talking to a named competitor.

Closed-lost revivals

Lost pipeline, back in market: accounts you lost, talking to a competitor again.
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Clay is on every plan, with every other delivery surface. Unlimited seats, and no waterfall credits: it’s one lookup or one CRM field.

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Explore FAQs
How is this different from Clay’s competitor data?
Clay’s built-in competitor data point lists a company’s market rivals. Deal Intelligence tells you whether a named competitor is working a buyer at the account, and who, verified on both sides.
Which route should we use?
Use the CRM route when your accounts live in Salesforce or HubSpot, so Clay, Slack and your reports read the same fields. Use a webhook table for an event-driven play, and the HTTP API column for a list that lives only in Clay.
What does each matched row return?
The buyer’s name and title, the named competitor, the activity type, the date and the account owner. Map each field to its own column to filter, route and run campaigns on it.
Why are most rows empty?
Only accounts with a verified competitor conversation fill in, about 3 percent of accounts in a given month across customers. The column works as a filter, not a bulk enrichment.
Does it use waterfall credits?
No. It’s one HTTP lookup per row or one CRM field read, not a waterfall across data vendors.
How often does it refresh?
Daily. New activity shows up on the next CRM sync or lookup. Webhook rows arrive within minutes of observation.
How do we start?
A 30-day pilot on your own account list with an ROI guarantee: new pipeline, or a competitor found in one of your open deals. Connect your CRM and Clay reads the fields from there.

Turn your competitors’ pipeline into yours.

Runs on your own account list. The guarantee: new pipeline, or a competitor found in one of your open deals.

Start a 30-day pilot with an ROI guarantee.