Clay playbook
Build custom waterfall enrichment in Clay
Clay's native waterfalls cover the common providers. The moment you need conditional fallback — "try X, but only if country = US, otherwise skip to Z" — you're past what the UI exposes.
The pattern
Replace the waterfall with a single HTTP API column that hits a small server-side helper. The helper owns the decision tree: provider order, per-provider eligibility rules, cost caps, and result merging. Clay just sends the row and reads the resolved value back.
Benefits: the logic lives in code you control, you can unit test it, and you can swap providers without touching Clay tables.
Where Tally fits
Tally isn't an enrichment provider — it's the same HTTP column → external service → answer back shape, tuned for ranking. If you're already running a custom waterfall sidecar, adding Tally is one more endpoint in the same column. If you're starting from scratch and want a battle-tested example, the Tally API is the smallest possible reference.
Start with ranking
Most teams add a sidecar for ranking first because the payoff is immediate — top-N segmentation, percentile routing, deduped credits. Then they expand the same column pattern to custom enrichment.