AI Lead Generation: 10 Best Tools & Practices 2025

Are you still wasting time on generating leads the old-fashioned way? It’s 2025, and AI can now handle most of the routine: find the right prospects, warm them up, and even start the conversation for you. In this guide, we’ll break down the 10 most effective AI lead generation tools that actually work. We’ll show you not just the theory but how to use AI for lead generation in real-world practices that you can adopt today.

Benefits of Using AI for Lead Generation

1. Higher Quality of Leads

AI helps you find customers more accurately by analyzing user behavior and past engagement. These tools identify potential customers who are more likely to be converted, helping teams work smarter and achieve better results with less effort. Forbes highlights that implementation of Salesforce Einstein (an AI tool that analyzes customer data to predict buying behaviors and recommend the most promising leads) resulted in a 30% increase in sales productivity. Similarly, HubSpot’s AI-powered lead scoring system, which evaluates historical data and user interactions, led to a 25% increase in conversion rates.

2. Saving Time

Artificial intelligence never gets tired, distracted, or misses deadlines. It can analyze thousands of profiles, websites, and emails in minutes. With AI handling the hard work, your team can finally focus on closing deals, not collecting email addresses.

3. More Personalized Outreach

AI enhances personalization. It can create messages that actually resonate with each prospect. This relevance increases the number of responses and creates stronger and more trustworthy relationships from the very beginning.

4. Easier Scalability

Modern AI lead generation software allows you to scale your search for potential customers without increasing the size of your team or workload. This makes it possible to manage thousands of potential customers and monitor engagement metrics in real time. Your company can effectively expand its network while maintaining quality and consistency.

10 Best AI Lead Generation Tools and Practices 2025

Practice №1. Generate a quiz with relevant questions

Boring lead forms collect little information and often get ignored. Interactive quizzes, on the other hand, turn the process into a dialogue where clients talk about themselves, and you receive data for personalized communication.

How it works:

AI generates ready-to-go offers, the logical structure of the quiz, and questions by itself. Marketing quizzes can be placed on the website or used in an advertising campaign. Clients go through your quiz, share their needs, and you get their contacts and all the necessary information.

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Necessary tool: Marquiz

You can use Marquiz and its AI to create a quiz for your niche: it analyzes your website or a brief description of your business, generates catchy headlines, relevant questions, a lead generation form that matches your offer, and adjusts logic.

Step-by-Step Guide:

1. Click “Create with AI” and paste your site’s link or type a brief description.

2. Marquiz AI generates three ideas for a possible offer, choose the most suitable.

3. You get a quiz with a catchy start page, relevant questions and a contact form.

4. All that’s left is adding images, company contacts, and setting up results.

5. Integrate with CRM and email automation to trigger follow-up based on quiz results.

6. Add quiz to your website or use it as a standalone landing page.

💡 See how it works in action: What AI can do in Marquiz

Practice №2. Use AI to find more prospects to target

To effectively scale sales, it is essential to have more relevant leads on a daily basis. Manual searches are limited in speed and volume. AI platforms can automatically identify tens of thousands of companies and contacts that match your ideal customer profile (ICP) within minutes.

How it works:

Instead of manually searching through LinkedIn and Google, you simply define your ideal customer profile, and the service automatically finds relevant companies, contacts, and their details. Additionally, algorithms can assess how “fresh” a lead is (for example, by detecting if a company recently raised funding or is hiring a marketing specialist).

Necessary tool: Apollo

Apollo.io is a platform that helps businesses find and export millions of contacts using over 200 different filters, such as industry, revenue, technology, website behavior, and email activity. It also uses AI to suggest which leads should be prioritized for further attention.
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Step-by-Step Guide:

1. Set up ICP fields: title, department, headcount, industry, and target geography.

2. Use AI recommendations to narrow down your leads based on their activity and likelihood of interest.

3. Integrate it with your CRM or outreach platform.

4. Export the relevant contacts or launch a targeted newsletter directly from Apollo.

Practice №3. Automate lead outreach and follow-up

One of the main challenges in sales is scaling up outreach without losing personalization. Using AI for lead generation allows you to automate this process and maintain high engagement at the same time. AI helps you not only write emails, but also understand when and to whom to send them, as well as how to build touch chains.

How it works:

Services use artificial intelligence to automatically generate personalized emails based on previous interactions or a lead's profile. Follow-up sequences also adapt to user behavior (opened an email, clicked on a link, did not respond, etc.). Such AI tools provide continuous, intelligent communication without the constant involvement of a manager.

Necessary tool: Outreach

Outreach is one of the top AI sales lead generation platforms for sales automation. You can use it to build a chain of emails, calls, and tasks based on the data and behavior of the lead. AI helps improve emails, predict interest, and prioritize the most promising leads.

Step-by-Step Guide:

1. Import the lead database from your CRM.

2. Set up the sequence of touches: emails, calls, and tasks.

3. Use AI drafts of emails based on the context (position, company, previous conversations).

4. Add conditional  logic: which follow-ups to send, depending on the lead’s actions.

5. Integrate Outreach with your CRM, calendar, and email system.

6. Analyze the results: open rate, answers, demo meetings. The AI will suggest how to improve the conversion rate.

Practice №4. Use chatbots to convert visitors instantly

When a visitor lands on your website, they become a potential lead. However, if you don't initiate a conversation with them within the first few seconds, they may just leave. AI-powered chatbots help to instantly engage users by answering their questions, collecting contact information, and qualifying leads in real-time, without the need for a human manager. This automated approach to the first contact is one of the most effective ways to ensure that you don't miss out on potential customers.

How it works:

Artificial intelligence allows chatbots to conduct a dialogue like a real person: ask questions, suggest relevant actions (for example, a demo), collect data, and even make an appointment. Conversational chatbots work around 24/7, don't get tired, and get smarter with each new conversation.

Necessary tool: Intercom

Intercom is one of the most popular AI platforms for communicating with customers. It offers smart chatbots that can automatically adapt the scenario to the visitor's behavior and data: country, type of business, pages they viewed, etc. Intercom also allows you to instantly direct leads to the right department or offer a meeting with a manager.

Step-by-Step Guide:

1. Set up a welcome message and chatbot behavior scenarios.

2. Enable AI features so the chatbot asks smart, qualifying questions automatically.

3. Configure routing rules to direct warm leads to a meeting or conversation with a manager.

4. Integrate Intercom with your CRM system to save all collected data.

5. Install the chat widget on your website.

Practice №5. Generate personalized video messages

Text messages and plain emails get ignored. Personalized video? That’s a different story. A person hears their name, their company, and receives a message that was written just for them. It used to take hours to create, and now it only takes minutes.

How it works:

Using generative tools, you can easily create videos with a virtual avatar that can speak the right language with the right intonation. Simply upload a text template, and the platform will automatically generate a video for each individual lead. These videos can then be used in emails, landing pages, or LinkedIn messages.

Necessary took: HeyGen

HeyGen lets you create hundreds of personalized videos in a short time. You select an avatar, background, and languages. Thanks to speech synthesis and deep learning, the video looks lively and natural, and the recipients often do not even realize that it has been generated.

Step-by-Step Guide:

1. Upload your photo or video to create a video avatar or choose a ready-made sample.

2. Write a personalized message for each prospect, tailoring it to address specific issues, objectives, or prior engagements with your brand.

3. Generate a video and once it is ready, embed it in an email or send it directly through your outreach platform.

4. Use your CRM or email tracking software to monitor who is watching the video. If a potential customer has watched the video, you could send them a follow-up.

Practice №6. Score and prioritize leads automatically

Let's say you’ve collected hundreds of leads, but which one should you call first? Manual qualification takes time, and treating all leads the same is a waste of time and money. The solution is to use AI for scoring and prioritizing leads.

How it works:

Special tools analyze user behavior, such as page views, clicks, and opening of emails, and combine it with data about your company, such as size, industry, and position, to determine the level of interest of the lead. As a result, each lead receives a score, which helps you determine who to work with first.

Necessary tool: MadKudu

MadKudu is especially popular among B2B companies with long sales cycles. It not only helps to filter leads based on their behavior, but it also predicts the likelihood of closing a sale based on similar data.

Step-by-Step Guide:

1. Connect MadKudu to your CRM.

2. Set up scoring models by defining ICP and training AI on previously closed deals.

3. Import new leads or sync forms, quizzes, webinars, and other data. Each lead will automatically receive a score based on the chances of a deal.

4. Transfer the most promising leads to the sales team, and the rest to the nurture chains.

5. Use MadKudu's AI-powered analytics to improve scoring models and identify new behavioral patterns.

Practice №7. Use AI to enrich lead profiles with deeper insights

Even if you have a list of potential clients, it doesn't mean that all of them are of high quality. Many of these leads turn out to be irrelevant. AI helps you not only collect data but also enrich it so you can spend time only on those who truly fit your ICP.

How it works:

You can upload a list of leads to an AI tool, and it will automatically enrich their profiles. You can get all the available information: company, position, email, business size, etc. Additionally, it can analyze whether a lead is a good fit or not.

Necessary tool: Clay

Clay is one of the most powerful AI tools for lead generation and enrichment. It combines data from hundreds of platforms, including LinkedIn, Hunter, BuiltWith, and others, and allows you to set up intelligent filters based on your ICP.

Step-by-Step Guide:

1. Prepare a list of companies or leads. Either import it from your CRM or create it directly in Clay.

2. Specify what information you want to receive: email, LinkedIn, position, technology, hiring volume, etc.

3. Set up enrichment by selecting data sources and filtering rules.

4. Set up filters based on how warm the lead is (for example, recent team growth or use of relevant software).

5. Export or sync the enriched list with your email marketing tool or CRM for further action.

Practice №8. Create landing pages for different segments using AI

Personalization is essential for high conversion rates, but companies often use the same landing page for all segments of their audience: different industries, customer roles, and business sizes. This leads to a generic page that doesn't address the specific needs of each segment. With AI, companies can quickly create custom landing pages for each audience segment without the involvement of developers.

How it works:

AI-powered website generators allow users to create landing pages based on a simple text description. All you need to do is specify who the page is for, and the tool will automatically generate the text, structure, and design. This allows users to test dozens of different segments without the need for a large budget or team.

Necessary tool: Framer

Framer is a platform that creates adaptive landing pages based on your specifications. You simply describe what you need, and Framer will generate a page with text, sections, buttons, and design. You can then manually customize it to fit your specific requirements, or you can publish it immediately for use.

Step-by-Step Guide:

1. Identify the key segments of your audience.

2. Write a description in the Framer: target audience, landing page purpose, and product features.

3. Generate the landing page and, if necessary, edit the texts or blocks.

4. Connect the domain and run an ad campaign with different links. Monitor which segment converts better.

Practice №9. Test offers and messaging faster with AI

Most companies spend months reviewing new offers, including approval, copyright, design, and running an A/B test. As a result, good ideas may get lost, and hypotheses may become obsolete even before release. With the help of AI, however, you can conduct tests instantly, changing titles and offer wording for different segments.

How it works:

AI platforms allow you to automatically adjust the text and layout of a website for different user segments. The tool integrates with your site and lets you test in real-time which message or offer works best for a particular audience (for instance, for marketers in the e-commerce industry or for B2B entrepreneurs). The AI suggests options and analyzes the results.

Necessary tool: Mutiny

Mutiny is a platform that helps users to customize the content of a website based on various factors such as the visitor's industry, company size, traffic source, and more. It also offers an AI-powered generator for creating offers and hypotheses that can be quickly tested. This helps increase conversions and speeds up the process of validating ideas without the need for developers.

Step-by-Step Guide:

1. Integrate Mutiny with your website and analytics.

2. Identify the segments and use AI to generate headings, CTAs, and descriptions for each of them.

3. Run personalized versions of the pages and collect data for each one.

4. Mutiny will show you which offers and formulations lead to the best conversions.

💡If you want to test multiple offers or angles fast and affordably, Marquiz lets you launch A/B/C/D tests with quizzes in minutes. Step-by-step guide here

Practice №10. Use AI-driven analytics to identify high-impact lead-generation patterns

With the increasing number of channels (email, social media, advertising, SEO), it has become more difficult to determine exactly which actions lead to high-quality leads. AI-powered analytics help to identify patterns, such as where the best leads are coming from, which campaigns are effective, and which are simply wasting the budget.

How it works:

Analytics platforms with an AI module collect data from all marketing channels, including advertising cabinets and CRM. The algorithms automatically identify recurring patterns and find anomalies, as well as propose hypotheses. This allows you to not only look at reports, but also see where growth opportunities are hidden: which region is seeing faster lead closures, which combinations of channels are providing warmer customers, and which landing pages and quizzes are working best for specific audiences.

Necessary tool: Improvado

Improvado is a platform that collects data from various sources (Google Ads, Facebook, HubSpot, Salesforce, and dozens of other platforms) and analyzes it using AI. This makes it possible for users to avoid manually tabulating the data and instead receive ready-made visualizations and insights. These insights can be used immediately to optimize lead generation efforts.

Step-by-Step Guide:

1. Connect all your channels and tools to Improvado: ad platforms, CRM, website analytics.

2. Define key metrics: CPL, deal conversion rate, channel-specific ROI.

3. Give the system time to analyze the data and identify recurring patterns.

4. Review AI insights: which channels or offers bring in the highest-quality leads.

5. Take action: reallocate budget, adjust offers or audience segmentation based on the data.

Conclusion

AI is not just a futuristic buzzword anymore. It’s an essential part of modern lead gen strategies. From AI-powered lead generation chatbots to full-fledged AI sales platforms. Implementing these practices will help your company work smarter, engage prospects more personally, and close deals faster.

The key is not using every tool at once but choosing the best platforms that align with your goals, thorough testing, and scaling what works. You don’t need a massive budget or a dev team to start generating better leads. Just the right tool. Try Marquiz for free today and see how fast smart lead gen can scale.