Softwr

CRM · head to head

Clay vs ServiceNow

Clay logo

Clay

CRM

Data platform for sales teams

From
Free
Free plan
Yes
Full reviewWebsite
ServiceNow logo

ServiceNow

Customer Support

The world works with ServiceNow

From
On request
Free plan
No
Full reviewWebsite

The short version

  • Only Clay has a free tier, so it costs nothing to try first.
  • Each has a real cost: Clay two separate meters run at once, actions and data credits, and a plan can exhaust either independently; ServiceNow listed on G-Cloud 14 by reseller UP3 Services Ltd at £81.00 per licence per month for ServiceNow
  • They diverge on capability: Clay covers Data enrichment, ServiceNow covers ITSM.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

Only the attributes on which Clay and ServiceNow actually diverge.

Attributes where Clay and ServiceNow differ
AttributeClayServiceNow
Starting priceFreeOn request
Pricing modelsubscriptionquote
Free tierYesNo
PlatformsWebWeb, Ios, Android
CategoryCRMCustomer Support
Founded20212004

Identical on both: user rating (Not yet rated).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Clay

  • Data enrichment
  • Contact management
  • Workflow automation
  • Integration
  • API access
  • HubSpot
  • Zapier
  • GDPR

Only in ServiceNow

  • ITSM
  • IT Operations
  • Customer workflows
  • Employee workflows
  • App development
  • AI/ML capabilities
  • Microsoft Teams
  • SAP

Both cover

  • Salesforce
  • Slack
  • Web support

What people use each for

The jobs each tool is most often brought in to do.

Clay

  • Data enrichment and intelligencenot ServiceNow
  • Growth campaign automationnot ServiceNow
  • CRM workflow integrationnot ServiceNow

ServiceNow

  • Enterprise IT managementnot Clay
  • Digital transformationnot Clay
  • Workflow automationnot Clay

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Clay

  • Two separate meters run at once, actions and data credits, and a plan can exhaust either independently
  • Data credit overage is sold at a 30% premium over the plan rate, so exceeding the allowance costs more per unit than planning for it
  • The free plan allows 500 actions, 100 data credits and 200 rows per table
  • The entry paid plan starts at $167 a month, and both paid prices are starting figures rather than fixed
  • The free plan cannot buy overage at all, so hitting the limit stops work rather than billing for it

ServiceNow

  • Listed on G-Cloud 14 by reseller UP3 Services Ltd at £81.00 per licence per month for ServiceNow

Pricing, plan by plan

Clay

Free
  • FreeFree
    • 500 actions per month
    • 100 data credits per month
    • Unlimited seats
  • Launch$167/month
    • 15000 actions per month
    • 3000 data credits per month
    • Phone enrichment
  • Growth$446/month
    • 40000 actions per month
    • 6000 data credits per month
    • CRM sync
  • Enterprise$null/custom
    • Unlimited capabilities across most features
    • SSO
    • Role-based access control

ServiceNow

On request
  • IT Service Management$undefined/month
    • Incident management
    • Problem management
    • Change management
  • IT Operations Management$undefined/month
    • Discovery
    • Service mapping
    • Event management
  • Customer Service Management$undefined/month
    • Omnichannel engagement
    • Self-service
    • Case management

Which should you pick?

Choose Clay if

  • You need data enrichment.
  • You want to start without paying.
  • You also want contact management.
Clay review

Choose ServiceNow if

  • You need itsm.
  • You work on Web, Ios, Android.
  • You also want it operations.
ServiceNow review

Questions people ask

Is Clay or ServiceNow better?
Neither clearly leads. Clay starts at Free and ServiceNow at On request, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Clay or ServiceNow?
Clay has a free tier; the other does not. Paid plans start at Free for Clay and On request for ServiceNow.
Does Clay or ServiceNow run on more platforms?
Clay runs on Web. ServiceNow runs on Web, Ios, Android.
Can I use Clay for free?
Yes. Clay has a free tier, so you can try it without paying. ServiceNow starts at On request.
What is Clay best used for?
Clay is most often used for data enrichment and intelligence, growth campaign automation, crm workflow integration. Of those, data enrichment and intelligence and growth campaign automation are not what ServiceNow is typically brought in for.
What can Clay do that ServiceNow cannot?
Clay covers Data enrichment, Contact management, Workflow automation, Integration. ServiceNow covers ITSM, IT Operations, Customer workflows, Employee workflows. Both handle Salesforce, Slack, Web support.

Answered from the vendors’ own pages

Clay: Can I use Clay for free?

Yes, Clay's free plan includes 500 actions and 100 data credits per month with unlimited seats and tables (200 rows max per table).

Source
ServiceNow: Does ServiceNow offer a free trial?

ServiceNow provides product trials and demos for prospects. Organizations can request a demo to see the platform capabilities for IT service management, customer service management, and business workflows.

Source
Clay: How much can I save with Clay's annual billing?

Clay offers significant annual discounts: Launch tier drops from $167/month to $54/month, and Growth tier drops from $446/month to $185/month when billed yearly.

Source
ServiceNow: How is ServiceNow priced?

ServiceNow uses subscription-based pricing with custom quotes based on the number of users and modules selected. Organizations must contact ServiceNow directly to receive pricing for their specific deployment needs.

Source
Clay: What happens when I exceed my monthly actions or data credits on Clay?

Actions and data credits cost less than $0.01 each when purchased at scale, with unused data credits rolling over up to 2x monthly allocation on paid plans. Customers can bring their own API keys to avoid data credit costs.

Source
ServiceNow: What implementation support does ServiceNow provide?

ServiceNow offers professional services, customer success management, and training programs to help organizations maximize value from the platform. Implementation support is available through direct services teams and certified implementation partners.

Source
Clay: Does the Growth plan limit the number of users or team members?

No, Clay's Growth plan supports unlimited seats with 40000 monthly actions, 6000 data credits, and CRM sync, designed for teams with CRM-based workflows and growth campaigns.

Source
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