As a freelance writer for B2B SaaS companies, I wear many hats — including that of a salesperson. Just last week, I was juggling multiple projects when I realized I'd forgotten to follow up on a warm lead.
My heart sank. That potential client had shown genuine interest, but in the whirlwind of deadlines, they‘d slipped through the cracks. For someone like me who isn’t a full-time salesperson, it was a stark reminder of how hard sales can be.
So, I started exploring AI tools to streamline my sales process and avoid such mistakes in the future. I’ve explored multiple sales tools and handpicked the top 10 AI tools for sales teams. I’ve also listed the top use cases of AI sales tools, along with a few best practices to help you get the most out of them.
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Table of Contents
- How Sales Teams Use AI
- What Makes a Great AI Sales Tool?
- 10 Best AI Sales Tools to Help You Reach Your Goals
- Best Practices for Using AI in Sales
- Getting Started
How Sales Teams Use AI
As part of our State of AI Report, we surveyed over 1,350 professionals across different business departments to understand how they’ve incorporated AI into their workflows. Of all the sales professionals surveyed, we found out that:
- 35% use AI for automating manual tasks.
- 34% use AI to offer data-driven insights.
- 31% use AI for writing sales content or prospect outreach messages.
Of sales professionals using generative AI tools for writing messages to prospects, 86% have reported that it is very effective.
Let’s dive a bit deeper into each of these use cases.
1. Automating manual tasks.
I used to spend hours on data entry, note-taking, and scheduling. It was mind-numbing and took time away from actually selling. Turns out, I wasn't alone — 35% of sales professionals reported using AI tools to automate manual tasks. On average, we‘re saving about 2 hours and 15 minutes each day. That’s huge!
My best move was integrating ChatSpot with my HubSpot CRM, which is part of HubSpot Sales Software. Now, I automate email data capture, import contact info seamlessly, and enrich my database — all without lifting a finger.
Pro tip: I use Gong to record and transcribe my sales calls. It's been a lifesaver for capturing context and following up without furiously scribbling notes during calls.
2. Offering data-driven insights.
Did you know 34% of sales reps are using AI for data-driven insights like sales forecasting, lead scoring, and pipeline analysis?
I'll admit, I used to be part of the 57% of reps who forecasted inaccurately. It was more guesswork than strategy. Now, I rely on HubSpot’s AI like its Forecasting Software to predict revenue and monitor my pipeline with scary accuracy.
For lead scoring, I swear by HubSpot's Predictive Lead Scoring. It analyzes thousands of data points and custom scoring criteria to identify my hottest leads. It's saved me from chasing dead ends countless times.
3. Generating content.
Writer‘s block used to plague my outreach efforts. Now, I’m part of the 31% of sales reps using generative AI tools like HubSpot's content assistant, ChatGPT for content creation, and WordTune to refine my messages.
And let me tell you, it saves so much time — 86% of salespeople using these tools also agree with me on how effective they are.
I use these tools for:
- Writing messages to prospects.
- Creating sales collateral.
- Repurposing messages for different audiences.
- Adapting content for various platforms.
- Fine-tuning messages for maximum impact.
A word of caution from my experience: while these tools are fantastic, add your personal touch. I always review and customize the AI-generated content to ensure it aligns with my voice and the specific needs of each prospect.
In the next section, I'll highlight what makes a great sales tool, so you have an idea of what to look for.
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What Makes a Great AI Sales Tool?
Data Integration
The best AI sales tools integrate with my existing tech stack. Tools that pull data from my CRM, email, calendar, and other sources provide the most value.
Integrations allow these tools to provide context-aware suggestions, automate data entry, and offer insights based on your historical sales data. It saves me time but also ensures the AI's recommendations fit my specific sales environment and customer interactions.
Customization
The true power of AI tools lies in their ability to be tailored not just to my business but to each individual prospect. The best AI sales tools I've used allow me to customize outreach on a granular level.
For example, Dux-Soup automates LinkedIn outreach and allows you to send personalized messages and follow-ups. This level of customization helps you write messages that click with each prospect's specific pain points and interests.
I‘ve also found success with AI tools that adapt their language and tone based on the prospect’s communication style, whether it's formal, casual, or technical. This prospect-level customization improves my response rates and helps me build stronger connections from the first touchpoint.
Performance Metrics
You want a tool that offers clear, actionable performance metrics. I've found immense value in tools that not only boost my productivity but also quantify that improvement.
For example, if I’m using a sales email tool, I should be able to track how much time I save on email writing and data entry.
These metrics help me justify the tool's return on investment (ROI).
User-friendliness
I can't stress enough how important user-friendliness is in any tool you use. In my early days of adopting AI, I abandoned several promising tools simply because they were too complex or time-consuming to use.
Now, I prioritize tools with intuitive interfaces and minimal learning curves.
For example, my favorite AI writing assistant integrates directly into my email client, making it feel like a natural extension of my workflow rather than a separate tool. I also value AI tools that offer clear explanations of their suggestions or actions. Transparency builds my trust in the tool but also helps me learn and improve my own skills over time.
Scalability
As my sales targets have grown, I‘ve come to appreciate the importance of scalability in AI tools. The best tools I’ve used are those that can grow with me.
I also value tools that allow for easy onboarding of new team members and quick implementation of new sales strategies across the entire team. As your sales processes evolve and your team grows, your AI tools continue to provide consistent, valuable support without requiring a complete revamp.
Free Report: Smarter Selling with AI
New data and insights from 600+ sales pros on how they’re using AI and the results they’ve seen.
- How Sales Teams are Using AI
- Giving Time Back to Sales Reps
- Keeping Up with AI Trends
- And More!
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10 Best AI Sales Tools to Help You Reach Your Goals
Here’s my list of the top 10 AI tools for sales teams.
1. HubSpot
Get Started With HubSpot’s AI Tools
Best for: Businesses looking for a comprehensive AI-powered sales and marketing platform with built-in features and integration.
Here at HubSpot, we’ve incorporated AI into our platform in a variety of ways. First, the Forecasting Software helps sales teams accurately predict future revenue and monitor their pipelines. Secondly, our Predictive Lead Scoring feature helps sales reps identify the highest quality leads in their pipelines by taking thousands of data points and custom scoring criteria as input.
Our Content Assistant, powered by OpenAI’s GPT 3.5 model, is a suite of free, AI-powered features that help people across different departments ideate, create, and share top-notch content in a flash. For example, I use it to create collateral, craft messages, fix grammatical errors, and repurpose content.
Our AI Content Assistant integrates with your favorite HubSpot features, making content creation a breeze. It eliminates the awkward copy/paste process that comes with AI-powered tools like ChatGPT.
You can also integrate ChatSpot, a conversational AI bot, with HubSpot CRM to unlock more use cases. Automatically add contacts to the CRM, conduct extensive company research, and transcribe calls, among other things.
What I Like
- Rich AI features like lead scoring and sales forecasting.
- ChatSpot’s integration with HubSpot streamlines sales processes.
- Native content assistant eases content creation.
- Ability to automate time-consuming tasks like adding contacts to CRM, transcribing sales calls, and more.
Pros
- Significant time savings on routine tasks.
- Improved accuracy in sales forecasting and lead prioritization.
- Enhanced content creation capabilities for non-writers.
- Integrates seamlessly with HubSpot’s CRM.
Cons
- Full potential unlocked with paid HubSpot plans.
- Some advanced features might require additional training.
Pricing: Tools are free with HubSpot’s CRM. Plans start at $50 monthly, depending on team size and subscription tier.
2. Apollo AI
Best for: B2B sales teams looking for a massive database of potential clients and AI-powered email outreach.
Apollo is a sales intelligence platform with a massive database of over 60 million companies and 260 million contacts. I use it to get information about my potential customers and connect with them.
In simple terms, Apollo is an end-to-end sales platform that helps sales reps find, call, email, and close their ideal customers in one place.
Recently, they launched their AI assistant called Apollo AI. It’s powered by OpenAI’s GPT model and built on Apollo’s database of 60 million companies and 260 million contacts.
But what really won me over was the follow-up feature. It's uncanny how well it matches the sentiment of previous responses. I once had a prospect reply with a lighthearted joke, and Apollo AI crafted a witty follow-up that sealed the deal.
What I Like
- Extensive database of 60 million companies and 260 million contacts.
- Advanced search and filtering options.
- AI-powered writing assistant that helps craft hyper-personalized emails. Apollo AI also helps craft follow-up emails that match the sentiment of past responses.
Pros
- End-to-end AI for sales prospecting, outreach, and closing.
- Intuitive interface that simplifies prospecting.
- The continuous learning of the AI, which seems to improve with each use.
Cons
- Cost can be high for larger teams.
- AI features are still evolving and may require refinement.
Pricing: Free plans are available. Basic plans cost $49 per user a month, billed annually. Professional plans cost $79 per user a month, billed annually. Organization plans cost $99 per user a month, billed annually.
3. Drift
Best for: Sales teams focused on real-time engagement and personalized conversations with website visitors.
Salesloft’s AI tool Drift enables sales teams to jumpstart conversations and improve sales efficiency.
The platform allows you to see real-time site analytics to see which visitors to target. I think it’s great for identifying which accounts you should prioritize by collecting buying signals from the contacts in your tech stack and using that information to calculate an AI-powered engagement score. This way, you get insights into which accounts you should focus on the most.
Drift also creates a personalized experience by giving you information about what interests your potential customers and what content they consume. I love that you can also initiate conversations with prospects via chatbots and more.
Plus, the platform notifies your sales reps the moment your potential customers land on your website.
What I Like
- AI-powered engagement score, helping sales teams prioritize their efforts and focus on high-potential leads.
- Real-time notifications, empowering sales reps to initiate timely and meaningful conversations.
- Wide range of integration options.
Pros
- Ability to initiate real-time conversations with high-intent visitors.
- Integration with existing marketing automation tools.
- Continuous improvement of the AI's conversation skills.
Cons
- High monthly cost, may not be suitable for smaller businesses.
- Some setup and training required for optimal use.
Pricing: Plans start at $2,500 monthly when billed annually.
4. Gong’s Sales Enablement Software
Best for: Sales teams looking to analyze customer interactions and improve sales performance through AI insights.
Gong is a revenue intelligence platform that turns customer interactions into strategic insights, helping customer teams gain insights into market advancements. It helps you and your team gain crucial insights into market advancements, providing total visibility into your deals and sales performance.
Through its AI-powered insights, Gong helps you achieve your revenue targets faster.
Features include:
- Flows: I can automate my outreach using a predetermined series of actions to engage with prospects at scale.
- Dialer: I can auto-dial contacts from Gong and receive AI-generated call highlights and outcomes.
- Emails: With Gong's AI and context from my customer interactions, I can create and send deal-closing emails.
- Account view: I can view all account information, including AI-recommended contacts, action items, and activity timelines, in one place.
- CRM updater: I have the ability to view and edit CRM fields for open deals instantly without bouncing between tools.
- Recommended actions: I receive a list of AI-recommended tasks for moving deals towards closing.
I like Gong because it helps sales teams get AI-backed insights and recommendations to close deals and forecast better.
What I Like
- AI-based insights and recommendations for closing deals and forecasting.
- Integration with various tools streamlines workflows and automates tasks.
- Powerful features for call analysis, coaching, and deal management.
Pros
- Comprehensive view of customer interactions across all touchpoints.
- Identifies successful patterns in top performers' behaviors.
- Ease of creating and sharing video content within the platform.
Cons
- Pricing available upon request, but may be expensive.
- Requires time and effort for initial setup and training.
Pricing: Pricing is available upon request.
5. Hippo Video
Best for: Sales teams wanting to use personalized video messaging for outreach and engagement.
Hippo Video, an AI-powered platform, helps sales teams create videos at scale with added personalization.
The platform offers a wide range of pre-built templates, allowing users to stitch personalized intros with pre-recorded videos and more. I also like that you can build custom flows based on your specific needs.
To make outreach even more engaging, you can also create customizable sales pages.
What I Like
- User-friendly interface with intuitive video creation tools.
- AI-powered features like personalized intros and smart editing suggestions.
- Extensive template library for various sales scenarios and use cases.
- Customizable sales pages for engaging video presentations.
- Detailed video analytics to track engagement and performance.
Pros
- Suggests personalization elements based on prospect data.
- Integration with your CRM for easy tracking and follow-up.
- Detailed analytics that help refine your video strategy over time.
Cons
- Advanced customization may require additional effort.
- Limited AI capabilities compared to other tools.
Pricing: Free plans are available. Pro plans cost $20 per user a month, billed annually. Teams pay $60 per user a month. Enterprise plans cost $80 per user a month, billed annually.
6. Exceed.ai
Best for: Sales teams seeking to automate lead engagement, qualification, and meeting scheduling.
Exceed.ai’s sales assistant automates lead engagement, qualification, and meeting scheduling. This tool allows you to focus on what you do best — closing deals.
The Exceed.ai sales assistant engages your prospects by automatically interacting with leads. I've been impressed by how it answers questions, responds to requests, and even handles objections automatically.
One feature I particularly appreciate is how it nurtures and follows up with prospects. The assistant also automatically schedules meetings in your calendar and assigns leads to your sales team.
What I Like
- Automatically schedules meetings in sales reps’ calendars.
- Automatically assigns leads to salespeople.
- Integrates smoothly with a website in the form of a chatbot or email.
Pros
- Clean and intuitive interface.
- Great at generating realistic, human-like conversations.
- Excellent customer service, especially during the onboarding process.
Cons
- Integrating with a CRM isn’t very easy.
- Preset limitations restrict users.
Pricing: Pricing is available upon request.
7. people.ai
Best for: Sales and marketing teams at small to mid-sized businesses looking to automate data capture, gain actionable insights, and accelerate revenue growth through AI-powered predictive sales management.
People.ai is an AI-powered revenue intelligence platform that automates data capture, provides insights, and streamlines CRM management for sales, marketing, and customer success teams. It helps by:
- Providing AI-driven insights to help sales teams make well-informed decisions and qualify/derisk the pipeline.
- Analyzing data from previous sales interactions to identify patterns and automatically predict what deals have the highest probability of closing.
- Automating time-consuming tasks like manual data entry in CRM, empowering sales reps to focus on important business activities.
The PeopleGlass feature has simplified my CRM management considerably. I can update pipelines, take next steps, and add notes all from a single view. This means I spend less time managing screens and more time closing deals.
What I Like
- Complete access to account information, helping sales teams get a better view of their history, touchpoints, and more.
- AI-driven CRM data entry.
- Sales forecasting.
- Helps sales reps manage their pipeline.
Pros
- Logs all sales activities, including emails and meetings, and attributes them to the correct accounts and opportunities.
- Provides insights into sales rep performance and time spent on various activities.
- Automates manual data entry in CRM.
Cons
- Using People.ai requires sales reps to log into another platform, which can be seen as an extra step in their workflow.
Pricing: Pricing is available upon request.
8. Dialpad
Best for: Sales teams needing an AI-powered communication platform with real-time assistance and coaching.
Dialpad is an AI-powered, cloud-based communication tool that provides real-time assistance by connecting reps with live recommendations, scripts, and more. Dialpad also provides advanced AI coaching with sentiment analysis.
One feature I think is fantastic is the automatic generation of full conversation transcriptions. Dialpad tracks action items and identifies keywords, then sends this information directly to your inbox. I've used this for follow-ups and keeping track of important details.
I appreciate that Dialpad serves as an all-in-one workspace. It offers an intuitive environment where you can transition between team calls, prospect conversations, meetings, and messaging.
What I Like
- Real-time AI assistance.
- Advanced AI coaching, which includes sentiment analysis, QA scorecards, and in-call modes like barge-in, listen-in, and takeover.
- Robust analytics to provide deep insights into sales performance.
Pros
- Responsive customer support team.
- Affordable pricing.
- All-in-one workspace for communication and collaboration.
Cons
- Confusing interface.
- Restricted control over certain features, such as managing contacts in the internal directory.
Pricing: Standard plans cost $15 per user a month. Pro plans cost $25 per user a month. Enterprise plans are available upon request.
Free Report: Smarter Selling with AI
New data and insights from 600+ sales pros on how they’re using AI and the results they’ve seen.
- How Sales Teams are Using AI
- Giving Time Back to Sales Reps
- Keeping Up with AI Trends
- And More!
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9. ChatGPT
Best for: Sales teams looking for a versatile AI tool for generating text-based content like emails, proposals, and scripts.
Since its launch in November 2022, I've integrated ChatGPT into different aspects of my sales process. As an AI chatbot trained on a diverse range of internet text, it generates human-like responses based on my prompts, which helps me in my day-to-day tasks.
Sales teams can use ChatGPT to:
- Draft emails.
- Create sales proposals.
- Generate sales scripts.
- Create SOPs and sales documentation.
- Repurpose messages or emails for different audiences.
Almost every other AI tool today is powered by OpenAI’s GPT model, which is the brains behind ChatGPT. However, I‘ve found that one limitation is the need to manually input internal information, as it doesn’t have direct access to our company's data.
HubSpot’s content assistant addresses this issue. This HubSpot-native tool can access the data within your HubSpot system without the need for manual copying and pasting.
What I Like
- Groundbreaking technology — nothing like I’ve ever seen before.
- Can be used for a wide range of tasks like creating sales proposals, video scripts, and so much more.
Pros
- Groundbreaking AI technology with human-like responses.
- Wide range of applications for content creation and ideation.
- Free to use for basic functionalities.
Cons
- Requires manual input of data and information.
- Limitations in understanding complex sales scenarios.
Pricing: Free use of the basic tool, which can cover a lot of your generative AI needs. Plus is $20 a month. Team plans cost $25 per user a month. Contact sales for Enterprise pricing.
10. Zoho’s Zia
Best for: Sales teams using Zoho CRM who want AI-powered assistance for lead management, forecasting, and automation.
Zia is an AI assistant within Zoho CRM. The Zoho Zia AI assistant helps sales reps manage CRM intelligently by predicting sales outcomes, automating time-consuming tasks, and taking notes.
By analyzing various data points, Zia can predict the outcome of sales activities. Aside from that, it can detect anomalies in real time. Zia can also automate repetitive tasks and take notes as users dictate.
Zia also adds to your CRM data by collecting information on contacts, accounts, and leads. It can analyze data and suggest pre-built workflows based on patterns in the sales process.
What I Like
- Real-time detection of anomalies in sales trends and activities.
- Note-taking capabilities for capturing important details.
Pros
- Predictive analytics for forecasting sales outcomes.
- Automates repetitive tasks within Zoho CRM.
Cons
- Steep learning curve.
- Heavily reliant on the quality of data input into the CRM.
- Requires integration with Zoho CRM for best use.
Pricing: Free plans are available. Standard plans cost $14 per month when billed annually. Professional plans cost $23 per month when billed annually. Enterprise plans cost $40 per month when billed annually.
Free Report: Smarter Selling with AI
New data and insights from 600+ sales pros on how they’re using AI and the results they’ve seen.
- How Sales Teams are Using AI
- Giving Time Back to Sales Reps
- Keeping Up with AI Trends
- And More!
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Best Practices for Using AI in Sales
When it comes to AI in sales, I've found that there are some key best practices that can really help you get the most bang for your buck.
1. Use a combination of tools if needed.
There's an overwhelming number of AI tools available for sales professionals, each with its unique strengths and weaknesses. I think it’s rare to find one tool that perfectly fulfills every need.
If your budget allows, don't hesitate to use a combination of tools that complement each other.
Ben Fellows, founder and CEO of LoopQA, an onshore Quality Assurance service company, does the same.
“I primarily use two AI tools, Perplexity.AI & OpenAI. The benefit of Perplexity is that it has integrated access to the internet with AI. I ask it to research the company using the URL, I ask it to tell me whether the company is a startup or legacy company, etc.,” Fellows says.
Then, Fellows uses OpenAI to clean up the data and present it when he writes his cold email in order to be able to craft a much more tailored message.
“I know whether the development team is offshore/onshore, the company niche, and so forth!” Fellows says.
But it’s important to be mindful of your budget and avoid overspending. I recommend starting with free trials or basic versions to assess which tools best suit your needs before investing in premium subscriptions.
2. Add the human touch.
AI sales tools like ChatGPT, Gong, and HubSpot's Content Assistant are undeniably powerful. They can craft compelling pitches, proposals, and content when fed the right information.
But here‘s the catch: don’t fall into the trap of using their output verbatim.
Always add your unique human touch, whether it‘s a follow-up email or a full-blown pitch. AI lacks the empathy, emotional intelligence, and subtle nuances that make human communication truly resonate. Your prospects are real people, not robots, and they’ll quickly spot generic, AI-generated content.
I suggest you take the time to review and personalize everything you create with AI. Infuse it with your own voice, insights, and genuine connection to your audience.
3. Develop a people-first culture.
Reports like the one from Goldman Sachs, predicting AI's potential to displace millions of jobs, understandably create anxiety. When introducing AI tools to your sales team, you might face resistance and fear about job security.
To address this, I recommend you prioritize building a people-first culture. Leadership should clearly communicate that AI is meant to empower employees. The tools augment their skills and streamline their work.
Collaboration and support create an environment where employees feel valued and see AI as an asset, not a threat.
4. Invest in employee training.
OpenAI‘s groundbreaking technology has sparked a global AI revolution, with millions embracing its potential. It’s likely that some of your sales reps are already familiar with AI tools, while others may be hesitant or unfamiliar.
I recommend investing in comprehensive training to maximize AI adoption. While platforms like Gong and Apollo offer streamlined onboarding, you should go beyond the basics. Provide in-depth guidance on how to integrate AI into your team’s sales processes.
Tailor training to address specific needs and knowledge gaps within your team. Build a culture of continuous learning and providing ongoing support to ensure AI becomes a valuable asset for everyone on your sales team.
5. Be selective about the AI tools you use.
In this post, I’ve put together the 10 best AI sales tools in the market right now. However, it’s important to carefully evaluate your options. You’ll want a select number of tools that match your specific needs and objectives.
For instance, if you’re only looking for a generative AI tool, then it doesn’t make sense to invest in a tool like Apollo or Gong. If you’re looking for an AI sales assistant, ChatSpot or Zoho’s Zia are some great options. Another option to consider is HubSpot's free CRM, which offers AI-powered features to help streamline your sales process without any upfront cost.
Also, consider factors like integration capabilities with your existing systems, ease of use, and pricing. Then, carefully evaluate the security measures implemented by the AI tool providers.
Getting Started
It's been eye-opening to see how AI tools can automate tedious tasks, freeing up my time to focus on what really matters — building relationships and closing deals.
I‘ve also learned that no single AI tool is perfect for everything. I’ve had the best results by carefully selecting a combination of tools that complement each other and align with my specific needs.
Perhaps most importantly, I've come to understand that embracing AI in sales is an ongoing journey. It requires continuous learning, adaptation, and a willingness to step out of my comfort zone.
Free Report: Smarter Selling with AI
New data and insights from 600+ sales pros on how they’re using AI and the results they’ve seen.
- How Sales Teams are Using AI
- Giving Time Back to Sales Reps
- Keeping Up with AI Trends
- And More!
Download Free
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