The journey of a lead: From anonymous visitor to engaged customer

The successful implementation of AI in business processes has been a main focus this year. As organizations try to benefit from artificial intelligence, many leaders and professionals are grappling with two fundamental questions: How can we effectively integrate AI into our workflows, and which AI tools should we choose?

In the sales and marketing sectors, AI adoption is progressing significantly. Approximately 74% of marketing professionals in the U.S. are currently using AI tools at work, compared to 43% of sales professionals. AI’s applications in marketing include content generation, lead scoring, and analytics. For example, 47% of sales professionals are leveraging generative AI tools like ChatGPT or Perplexity for tasks such as crafting outreach messages and creating sales content. Additionally, 35% of marketers use AI for content production, although this figure has slightly declined from 44% in the previous year due to evolving priorities and challenges​. 

The adoption of AI in these fields is changing workflows by automating routine tasks, improving customer targeting, and enabling better decision-making. Challenges like budget constraints, technical hurdles, and integration complexities still exist, but companies that invest in AI capabilities are seeing considerable returns​.

If selecting the perfect MarTech stack feels overwhelming, we’re available to guide you in building a practical and affordable “MarTech Stack Engine for 2025” using tools that are user-friendly, cost-effective, and highly recommended by users.

1. Discovery Stage

RB2B kicks things off by identifying anonymous website visitors. Using their IP address and site activity, RB2B matches digital footprints to LinkedIn profiles and emails. It then sends instant notifications via Slack, alerting the sales team about potential leads and providing detailed LinkedIn profile, name and email. Integrated with Reply.io it automatically enrolls prospects into sequences and messages. 

2. Enrichment Stage 

Reply.io takes over from RB2B by crafting AI-driven personalized messages and emails. These messages are tailored to acknowledge the visitor’s activities on your site and invite them to engage further. As a next step, you integrate Hippo Video directly or SendPotion through Zapier and send personalized AI videos. 

SendPotion brings personalization to another level through video messaging. Integrated via Zapier, it generates custom videos that include embedded calendar widgets. This allows prospects to schedule meetings directly from the video page, removing friction from the booking process and engagement. Other cheaper options are for example a HippoVideo that has similar capabilities.

Other tools:

Clay.com integrates with RB2B and automatically generates personalized messaging for leads imported from RB2B. Clay scrapes real-time data from 50+ sources, gathering the lead’s job title, company size, contact details, and more. It also drafts a personalized email template based on the lead’s interests and online activity.

Outreach – once a lead is imported from Clay into Outreach, where they’re added to a tailored email sequence. Outreach ensures that the lead receives a series of engaging touchpoints over the coming days, with reminders for the sales team to follow up.

Overloop – AI engine automatically generates top-performing multi-channel outbound campaigns for you based on thousands of already-sent campaigns, optimizing the number of steps and delays between each message. Overloop automates follow-up interactions by email and on LinkedIn and maintains consistent prospect engagement, and can generate messages in more than 80 different languages. 

Canva – provides a graphic design platform that provides tools for creating social media graphics, presentations, event banners, promotional merchandise, videos and more. Nowadays you can even generate AI images with the paid subscription. 

3. Revenue Engagement

Salesloft’s AI insights highlight the best times to reach out, boosting the chances of connecting. Salesloft tracks engagement metrics, showing which emails were opened by leads, which links were clicked, and even which videos were re-watched. This data helps the team refine their approach, ensuring every interaction aligns with leads interests.

4. Lead Management 

Pipedrive functions as the central hub for all lead interactions. Every touchpoint, from email opens to video views, is logged automatically. This gives the sales team a comprehensive view of each prospect’s journey through the pipeline, ensuring no detail is missed. To keep your CRM clean, you can use Dedupely. It finds duplicates in your database. 

Skan.ai – AI-powered platform for monitoring work processes. It captures detailed operational dynamics across various applications, from mainframes to web-based systems. The tool offers real-time analytics, enables data-driven decision-making, and ensures implementation with minimal integration complexity and robust privacy protection.

5. Decision-Making 

Narada AI ensures meeting preparation and follow-up are efficient and effective. Before a call, it compiles summaries of the prospect’s activities and suggests key discussion points. After the meeting, Narada AI generates follow-up tasks and synchronizes them with Slack, ensuring alignment across the team.

Polymer rounds out the process by transforming data into actionable insights. It creates intuitive dashboards and visualizations that highlight campaign performance and engagement metrics. This final step provides clarity and helps refine strategies for future success. 

ClickUp – It offers tools like AI Knowledge Manager, AI Project Manager, and AI Writer for Work, which assist in managing projects, generating content, and automating tasks. It allows highly customizable automation options with many available on the free plan and free tier has everything small or large teams need. 

In conclusion, the MarTech landscape of 2025 is no longer a patchwork of tools but an interconnected ecosystem of intelligent technologies, redefining the customer acquisition journey. By strategically integrating AI-powered solutions, businesses can transform fragmented, manual processes into seamless, data-driven experiences marked by precision and personalization.

This is not merely automation—it is a fundamental shift in how organizations approach lead generation, nurturing, and conversion. Each tool operates as part of a dynamic intelligence network, continuously learning, adapting, and optimizing to deliver unprecedented insight and responsiveness. From identifying anonymous website visitors to orchestrating tailored outreach and streamlining lead management, AI unlocks capabilities that were once unimaginable.

In this new era, the most agile and forward-thinking organizations will not simply adopt these technologies—they will reimagine customer engagement itself, transforming raw data into deeply human, meaningful experiences.

Sources: HubSpot Blog, Influencer Marketing Hub.