Tools used in real B2B AI workflows

AI-powered podcast guest research and personalized pitch machine

Role: Pitch angle and email generation

Analyze content-to-conversion paths in GA4 with Claude

Role: Evidence analysis, Skills, prompts, and decision artifacts

Analyze Google Ads paid-search quality-to-pipeline signals with Claude

Role: Evidence analysis, Skills, prompts, and decision artifacts

256 core usesView tool page ->

Marketing Ops100 workflowsCore in 55Enriched

Airtable

Flexible database for campaign operations, content systems, and workflow tracking

Airtable is used as the structured operating layer for many B2B AI workflows. It helps teams organize research, approvals, content pipelines, campaign assets, account lists, and recurring workflow outputs in one flexible database.

Common uses

Operational records, ownership, and approval workflowMDF, deliverables, approvals, journeys, and reimbursementField mapping, scoring, evidence, and decisionsWorkflow registry, runs, incidents, quality, and cost

Primary workflow links

Assemble deal-specific customer evidence arsenals

Role: Evidence graph, permissions, mappings, and usage

Brand & CommsCore tool

Build a campaign claim and evidence governance agent

Role: Claim register, scope, assets, approvals, and exceptions

Lifecycle MarketingCore tool

Build a campaign intake, QA, and launch checklist system

Role: Campaign intake and status tracker

55 core usesView tool page ->

Marketing Ops62 workflowsCore in 20Enriched

Google Sheets

Spreadsheet workspace for lightweight GTM data organization and review

Google Sheets is used in workflows that need a simple, shareable structure for lists, scoring, campaign matrices, QA tracking, content kits, or manual review. It is often the fastest way to organize AI-generated outputs before moving them into a more formal system.

Common uses

Structured calculations, registers, and QA controlsMetric dictionary, modeling, and QA layerScoring model and QA test casesLaunch tracker and QA checklist

Primary workflow links

Audit lifecycle email drop-offs and generate fix recommendations

Role: Performance audit workbook

RevOps & CRMCore tool

Audit messy CRM fields and create a cleanup plan with AI

Role: Field audit workspace

Partner MarketingCore tool

Audit UTMs and attribution hygiene across campaigns

Role: UTM audit and mapping table

20 core usesView tool page ->

Collaboration56 workflowsCore in 17Enriched

Google Docs

Collaborative drafting and review for marketing content

Google Docs is used for drafting, editing, reviewing, and collaborating on written assets. In B2B workflows, it supports content review, stakeholder comments, SME edits, sales asset drafts, and lightweight approval workflows.

Common uses

Controlled briefs, charters, and reviewable documentsReview workspace and commentsAccount brief and playbook documentationStory briefs and interview guides

Primary workflow links

Brand & CommsCore tool

Build a brand voice QA system for AI-generated content

Role: Brand guide and review workspace

Create a co-marketing campaign kit with partner-specific messaging and assets

Role: Campaign kit documentation

Create a product launch narrative kit for sales, website, ads, and email

Role: Narrative kit documentation

17 core usesView tool page ->

AI Writing & Research43 workflowsCore in 27Enriched

Perplexity

AI research engine for cited market, competitor, and buyer research

Perplexity is used in B2B workflows when teams need faster source-backed research. It is useful for summarizing market context, competitor pages, SERP findings, product categories, and public information before turning that research into campaign or content assets.

Common uses

Cited external account and market researchCurrent evidence and counterargument researchAccount and market researchSource verification and context research

Primary workflow links

AI-powered podcast guest research and personalized pitch machine

Role: Host and episode research

Auto-update competitive battlecards from news, reviews, and product changes

Role: Competitor news and source research

Build a 10-account ABM research brief from public signals

Role: Public account research

27 core usesView tool page ->

Sales & Outreach30 workflowsCore in 26Enriched

Clay

Data enrichment and AI-powered GTM workflow orchestration

Clay helps B2B teams enrich companies and contacts, run AI prompts across rows, and turn account data into outbound, ABM, and research workflows. It often acts as the connective layer between data sources, personalization logic, and go-to-market execution.

Common uses

Company, founder, signal, and message researchAccount enrichment and source-linked researchGuest research and enrichmentData enrichment and workflow orchestration

Primary workflow links

Build a closed-won lookalike outbound agent from CRM deal context

Role: Lookalike account and contact enrichment

Build a LinkedIn comment engagement system for target accounts

Role: Account list enrichment and tracking

Build a market landscape report from scratch using AI as your analyst

Role: Company enrichment and categorization

26 core usesView tool page ->

Analytics24 workflowsCore in 17Enriched

Google Analytics 4

Web and app analytics for understanding customer journeys and marketing performance

Google Analytics 4 is Google's analytics platform for measuring website and app behavior, customer journeys, events, conversions, and campaign performance. In B2B workflows, it is useful for diagnosing funnel changes, identifying traffic and conversion anomalies, measuring campaign impact, and connecting marketing activity to website behavior.

Common uses

Source data, native configuration, governed actions, and measurementSource data, governed actions, and measurementLanding page and conversion behaviorTraffic and conversion context

Primary workflow links

Demand GenerationCore tool

Analyze content-to-conversion paths in GA4 with Claude

Role: Source data, governed actions, and measurement

Audit campaign landing-page quality in GA4 with Claude

Role: Source data, governed actions, and measurement

Demand GenerationCore tool

Audit UTMs and attribution hygiene across campaigns

Role: Traffic source and conversion audit

17 core usesView tool page ->

Marketing Ops22 workflowsCore in 7Enriched

Notion

Workspace for content operations, knowledge bases, approvals, and playbooks

Notion is used as a flexible workspace for turning AI outputs into organized team assets. It can support content calendars, battlecards, approval workflows, release notes, research libraries, and internal playbooks.

Common uses

Canonical state, decision, and issue workspacePostmortem documentation and roadmapBattlecard publishing hubSOP knowledge base

Primary workflow links

Build a demand gen campaign brief from sales objections

Role: Campaign brief and approval hub

Create an AI-powered objection handling playbook from sales call recordings

Role: Living playbook documentation

Maintain a client current-state and decision log agent

Role: Canonical state, decision, and issue workspace

7 core usesView tool page ->

Sales Intelligence21 workflowsCore in 14Enriched

LinkedIn Sales Navigator

Prospect, account, and relationship intelligence for sales teams

LinkedIn Sales Navigator is used to find target accounts, identify decision makers, monitor account activity, and support social selling. In B2B workflows, it helps power warm intro requests, multi-threading, ABM engagement, and account research before outreach.

Common uses

Relationship and account research signalsBuying committee and account contextBuying committee and hiring signal reviewCompetitor hiring and company signal review

Primary workflow links

Build a 10-account ABM research brief from public signals

Role: Buying committee and account context

Build a LinkedIn comment engagement system for target accounts

Role: Target account and lead monitoring

LinkedInCore tool

Build a Waalaxy LinkedIn networking sequence for target buyers

Role: Target buyer sourcing

14 core usesView tool page ->

Data & Analytics15 workflowsCore in 11Enriched

G2

Review intelligence source for customer language, competitor gaps, and proof

G2 is used as a source of buyer language, competitor weaknesses, review themes, objection patterns, and social proof. B2B teams can mine reviews to understand what customers praise, complain about, compare, and repeat across a category.

Common uses

Review themes and competitor weaknessesReview collection destinationCustomer review and pain miningReview themes and category signals

Primary workflow links

Market ResearchCore tool

Build a buyer pain map from Reddit, G2 reviews, and community threads

Role: Review and competitor language source

Competitive IntelCore tool

Build a competitive displacement brief from calls, reviews, and win-loss notes

Role: Review themes and competitor weaknesses

Build a LinkedIn ad intelligence agent that runs on a schedule

Role: Competitor discovery source

11 core usesView tool page ->

Automation15 workflowsCore in 10Enriched

n8n

Workflow automation for connecting apps, APIs, and AI steps

n8n is a workflow automation platform for connecting apps, APIs, databases, and AI services. Marketing teams can use it to route form submissions, trigger CRM updates, send Slack alerts, enrich records, and orchestrate multi-step workflows without building a full custom backend.

Common uses

Optional request intake and workflow orchestrationTriggers, routing, retries, logging, and controlled orchestrationEligibility checks, routing, idempotency, and failuresExecution telemetry, validation, alerts, and recovery

Primary workflow links

Analyze Meta ad creatives with an AI scoring agent

Role: Analysis workflow orchestration

Arbitrate account signals and select the next-best campaign

Role: Triggers, policy branches, idempotency, and execution

Build a newsjacking monitor that turns trends into product demo angles

Role: Alert intake and scoring workflow

10 core usesView tool page ->

SEO & Content9 workflowsCore in 8Enriched

Ahrefs

SEO research platform for keywords, competitors, backlinks, and content gaps

Ahrefs is used in B2B AI workflows for keyword research, competitor SEO analysis, content gap discovery, backlink research, and prioritizing organic growth opportunities. It gives marketers the search data needed before AI turns that data into briefs, pages, and content plans.

Common uses

Keyword, ranking, competitor, and gap exportsSEO keyword and competitor researchSEO query and backlink validationSearch demand validation

Primary workflow links

SEOCore tool

Build “vs” and “alternative to” comparison pages at scale for competitor SEO capture

Role: Competitor keyword and SERP research

SEOCore tool

Build a topical authority map and content gap analysis for your entire category

Role: Competitor keywords and content gaps

SEOCore tool

Build an evergreen content refresh system that updates old posts with current data

Role: Keyword and competitor content analysis

8 core usesView tool page ->

Social Analytics8 workflowsCore in 1Enriched

Shield

LinkedIn analytics for creators, executives, and teams

Shield is used to measure LinkedIn performance beyond basic likes and impressions. For B2B teams, it helps track which posts, formats, executives, and themes generate meaningful engagement, making it useful for thought leadership, employee advocacy, and social selling workflows.

Common uses

LinkedIn performance analyticsLinkedIn analyticsLinkedIn performance contextLinkedIn performance analysis

Primary workflow links

Social MediaCore tool

Build a LinkedIn performance learning loop from post analytics

Role: LinkedIn performance data source

Social Media

Build a founder-led LinkedIn POV engine from weekly voice notes

Role: LinkedIn performance analysis

Social Media

Build a LinkedIn newsletter repurposing system from long-form content

Role: LinkedIn performance analysis

1 core useView tool page ->

Analytics6 workflowsCore in 4Enriched

PostHog

Product analytics and conversion event tracking

PostHog is an analytics platform for tracking product and website behavior, events, funnels, feature flags, and experiments. Marketing teams can use it to measure landing page conversions, CTA clicks, form starts, and user behavior after campaign launch.

Common uses

Behavioral instrumentation and funnel analysisProduct and website behavior analyticsConversion event trackingFunnels, events, and behavior analytics

Primary workflow links

Build a one-account interactive ABM experience

Role: Behavioral instrumentation and funnel analysis

Lifecycle MarketingCore tool

Build a pricing page message test plan from objections and visitor behavior

Role: Product and website behavior analytics

Build a trial activation rescue campaign from product behavior signals

Role: Product behavior and activation events

4 core usesView tool page ->

AI / Agentic Workflows4 workflowsCore in 4Enriched

Claude Code

Agentic coding workspace for building reusable AI skills

Claude Code is used here as an agentic workspace for creating, editing, and testing reusable workflow files, skill instructions, prompts, and lightweight scripts. It is useful when a marketing workflow needs local file access, repeatable instructions, and structured outputs rather than a one-off chat response.

Common uses

Reusable Skill, schemas, analysis, and QAStores and runs the reusable Markdown skillPlans and builds the ad intelligence agentBuilds and runs the homepage audit skill

Primary workflow links

Website ManagementCore tool

Build a homepage positioning audit skill from your own frameworks

Role: Builds and runs the homepage audit skill

Competitive IntelCore tool

Build a LinkedIn ad intelligence agent that runs on a schedule

Role: Plans and builds the ad intelligence agent

Build an AI copy humanizer skill with a feedback loop

Role: Stores and runs the reusable Markdown skill

4 core usesView tool page ->

Ad Research4 workflowsCore in 3Enriched

Foreplay

Ad research and swipe file system for creative strategy

Foreplay is used to save, organize, and analyze ads from competitors and inspiration brands. In B2B workflows, it helps marketers build swipe files, compare campaign angles, identify messaging gaps, and brief new creative based on what the market is already seeing.

Common uses

Ad inspiration and swipe file researchSwipe file organizationCreative reference and swipe analysisAd swipe file and creative research

Primary workflow links

Analyze Meta ad creatives with an AI scoring agent

Role: Swipe file organization

Multi-channel ad creative sprint: 50 ads across LinkedIn, Google, and Meta in one day

Role: Ad inspiration and swipe file research

Produce 20 on-brand ad visual variants from one campaign concept

Role: Creative reference and swipe analysis

3 core usesView tool page ->

AI Research4 workflowsCore in 3Enriched

NotebookLM

Source-grounded research workspace for messy documents

NotebookLM is used to organize source material and ask grounded questions across documents, notes, transcripts, and research files. In B2B workflows, it helps marketers synthesize scattered inputs before turning them into reports, briefs, content, or sales assets.

Common uses

Source grounding and citation workspaceSource organization and synthesisDocument synthesisSource organization and grounded Q&A

Primary workflow links

Build a PMM business case from secondary market research

Role: Document synthesis

Long-Form ContentCore tool

Create a quarterly industry report from scattered data sources using AI as analyst

Role: Source organization and grounded Q&A

Turn expert video recordings into one-pagers and white papers

Role: Source grounding and citation workspace

3 core usesView tool page ->

AI Platform4 workflowsCore in 3Enriched

OpenAI

AI models and APIs for generation, analysis, and automation

OpenAI is used to power AI-assisted writing, analysis, personalization, classification, and automation inside marketing and sales workflows. In B2B workflows, it is especially useful when teams need programmable AI behavior through APIs or custom internal tools.

Common uses

Personalized email scriptingVision analysis and scoringAnswer generation and embeddingsField normalization at scale

Primary workflow links

Analyze Meta ad creatives with an AI scoring agent

Role: Vision analysis and scoring

Build a Slack battlecard bot from competitor pages, sales notes, and docs

Role: Answer generation and embeddings

Create hyper-personalized cold outreach using Clay enrichment and AI scripting

Role: Personalized email scripting

3 core usesView tool page ->

AI Writing & Research3 workflowsCore in 2Enriched

ChatGPT

General AI assistant for writing, analysis, and workflow support

ChatGPT is used across B2B workflows for drafting, research support, summarization, ideation, copy adaptation, and structured prompt execution. It is especially useful for quick iteration, channel-specific copy, data interpretation, and turning rough inputs into usable marketing assets.

Common uses

Channel-specific copy adaptationLaunch asset generation workspaceSynthetic persona critique

Primary workflow links

Run a PMM messaging test sprint before launching copy

Role: Synthetic persona critique

Turn an approved launch narrative into a multi-channel asset factory

Role: Launch asset generation workspace

B2B Ads

Multi-channel ad creative sprint: 50 ads across LinkedIn, Google, and Meta in one day

Role: Channel-specific copy adaptation

2 core usesView tool page ->

AI / LLM2 workflowsCore in 2Enriched

Gemini

Google's AI assistant for research and multimodal work

Gemini is Google's AI assistant for research, writing, analysis, and multimodal tasks. Marketing and product teams can use it for deep research, source synthesis, campaign planning, and idea development across documents, web sources, and files.

Common uses

Deep research collectionDeep research and source discovery

Primary workflow links

Build a PMM business case from secondary market research

Role: Deep research and source discovery

Turn deep research files into a campaign brief and asset plan

Role: Deep research collection

2 core usesView tool page ->

Social Research2 workflowsEnriched

Kleo

LinkedIn content research and inspiration for social workflows

Kleo is used to research LinkedIn content patterns, find post examples, and understand what creators or target accounts are posting. In B2B workflows, it supports comment engagement, social research, and LinkedIn content ideation.

Common uses

LinkedIn post and voice researchLinkedIn content research and post discovery

Primary workflow links

ABM

Build a LinkedIn comment engagement system for target accounts

Role: LinkedIn content research and post discovery

Turn a buying committee map into a LinkedIn relationship sequence

Role: LinkedIn post and voice research

0 core usesView tool page ->

SEO & Content Optimization2 workflowsEnriched

thruuu

SERP analysis and content briefs for SEO workflows

thruuu is used to analyze search results, extract competing page structures, and create SEO content briefs. In B2B workflows, it helps marketers understand what ranks, what questions competitors answer, and how to structure content that better matches search intent.

Common uses

SERP content extractionSERP analysis and content structure extraction

Primary workflow links

SEO

Build a topical authority map and content gap analysis for your entire category

Role: SERP analysis and content structure extraction

SEO

Build SEO comparison pages from G2 review themes and AI research

Role: SERP content extraction

0 core usesView tool page ->

Data & Analytics1 workflowCore in 1Enriched

BigQuery

Cloud data warehouse for product, revenue, and usage analysis

BigQuery is used to analyze large datasets such as product usage, revenue data, customer behavior, and marketing performance. In B2B workflows, it helps turn anonymized internal data into benchmark reports, trend analysis, and data-backed content assets.

Common uses

Anonymized product data analysis

Primary workflow links

Create a link-worthy data study from your product’s anonymized usage data

Role: Anonymized product data analysis

1 core useView tool page ->

AI / Agentic Workflows1 workflowCore in 1Enriched

Claude Cowork

Agentic AI workspace for multi-step knowledge work

Claude Cowork is used for longer-running knowledge-work tasks that need access to local files, connected apps, and scheduled or repeated workflows. In these workflows it acts as the operator that reads inputs, performs analysis, creates structured outputs, and routes work back to humans.

Common uses

Scheduled agent orchestration and connected tool access

Primary workflow links

Build a closed-won lookalike outbound agent from CRM deal context

Role: Scheduled agent orchestration and connected tool access

1 core useView tool page ->

Sales & Research1 workflowCore in 1Enriched

Claygent

AI research agent inside Clay

Claygent is Clayâ€™s AI research agent for finding, reading, and summarizing public web information about companies, prospects, competitors, and markets. It is useful in GTM workflows where teams need structured account research, market context, competitive signals, or personalization inputs without manually browsing dozens of pages.

Common uses

Competitor page and public source research

Primary workflow links

Market ResearchCore tool

Find category narrative gaps from competitor pages, reviews, and analyst language

Role: Competitor page and public source research

1 core useView tool page ->

Analytics & Reporting1 workflowEnriched

Equals

Spreadsheet-based analysis and reporting for revenue teams

Equals is used to analyze revenue, marketing, and operational data in a spreadsheet-style environment. In B2B workflows, it helps teams explore pipeline data, build lightweight dashboards, and translate analysis into decisions without heavy BI setup.

Common uses

Revenue analysis spreadsheet and dashboards

Primary workflow links

Analytics

Build an automated lost-deal analysis that improves messaging

Role: Revenue analysis spreadsheet and dashboards

0 core usesView tool page ->

Data & Analytics1 workflowCore in 1Enriched

Hex

Collaborative analytics workspace for data exploration and reports

Hex is used to analyze data, build notebooks, and turn analysis into shareable data apps or reports. In B2B workflows, it supports product usage studies, campaign analysis, customer segmentation, and data-backed content that needs more structure than a spreadsheet.

Common uses

Collaborative data exploration and analysis

Primary workflow links

Create a link-worthy data study from your product’s anonymized usage data

Role: Collaborative data exploration and analysis

1 core useView tool page ->

Research & Intelligence1 workflowCore in 1Enriched

Kuse

AI workspace for organizing research and source material

Kuse is an AI workspace for collecting, organizing, and transforming source materials such as documents, images, videos, and notes. It is useful for turning scattered research into structured outputs like briefs, reports, plans, and campaign assets.

Common uses

Research workspace and source organization

Primary workflow links

Turn deep research files into a campaign brief and asset plan

Role: Research workspace and source organization

1 core useView tool page ->

Research & PR1 workflowCore in 1Enriched

Listen Notes

Podcast discovery and research for guest and show targeting

Listen Notes is used to find podcasts, episodes, hosts, and topical patterns across the podcast ecosystem. In B2B workflows, it helps marketers identify shows for guest outreach, research podcast audiences, and build targeted podcast PR lists.

Common uses

Podcast discovery and show research

Primary workflow links