The Ideal B2B Growth Tech Stack: Tools to Automate Pipeline Generation

Over the past year, we’ve built out a growth engine that consistently produces pipeline on autopilot. A big part of that success comes from the technology we use. Below is our complete growth tech stack as of early 2025 – every tool our growth team relies on to drive traffic, generate leads, and streamline our go-to-market operations.

Note: We generally prefer to buy rather than build, unless a custom solution would clearly give us an edge. We also ensure each tool has a clear ROI and owner. Startups often underestimate the total cost of ownership – in our case, we evaluate if a tool will pay for itself (we aim for <12 month payback) and who on the team will manage it. With that in mind, here’s what we use:

• Webflow – Hosts our marketing website. Webflow empowers our team (non-engineers included) to publish web pages and make site updates quickly. It’s central to our SEO strategy and lets us iterate on landing pages without developer bottlenecks.
• Airtable – Growth project tracker. We keep a running backlog of growth experiments, content ideas, and marketing campaigns in Airtable. It’s a simple way to prioritize projects, assign owners, and track progress week over week. (We also log experiment results here so we have a “growth CRM” of what worked and what didn’t.)
• Dreamdata – Attribution and revenue analytics. Dreamdata connects our marketing and sales data to show multi-touch attribution – helping us understand which channels and campaigns are actually driving revenue. It’s especially useful for tracking the ROI of our paid ads and content over longer sales cycles.
• Salesforce – CRM and source of truth for revenue data. All lead and deal information flows into Salesforce. We’ve built many of our key dashboards here to monitor pipeline, conversion rates, and bookings. Having one central CRM is crucial for alignment between growth, sales, and success teams.
• Unify – End-to-end automated outbound. Unify is the heart of our outbound prospecting efforts (yes, we use our own product!). It turns real-time intent Signals into automated outreach Plays. For example, when a target account shows buying intent – visiting our site, hiring a key role, etc. – Unify automatically researches the account, finds contacts, and sends personalized emails via multi-step sequences (with managed deliverability). This platform lets our tiny growth team achieve outsized reach by automating what used to be manual SDR work.
• Zapier – General automation glue. Zapier helps us connect various apps and automate miscellaneous workflows in minutes. For instance, if we need to push form fill data from our website into Slack, or update a Google Sheet when someone registers for a webinar, Zapier can do it easily. It saves our team from writing custom scripts for one-off integrations.
• Amplitude + Segment – Product and website analytics. Segment tracks user events on our website and in-app, and pipes that data to Amplitude for analysis. Amplitude then lets our growth and product teams analyze user behavior, website conversion funnels, and engagement trends. These insights inform experiments (e.g. where are we losing prospects in the signup flow?).
• Captain Data & PhantomBuster – LinkedIn scraping and enrichment. These two tools help us pull data from LinkedIn – for example, extracting profiles of people who like or comment on our posts (so we can feed them into outbound campaigns). We’ve used Captain Data and PhantomBuster to automate some of our social selling tasks. (This is actually a feature we’re building natively into Unify soon, but in the meantime, these tools fill the gap!)
• Clay – On-demand data enrichment. Clay is like a Swiss army knife for scraping and enriching data. When our sales team needs a quick list of companies or contacts with specific criteria (say, “all fintech companies with >100 employees in Texas”), our growth ops can whip that up in Clay and get validated emails and info, which we can then feed into Unify or Salesforce. It’s great for one-off research projects outside our normal automated flows.
• Default – Inbound lead routing and meeting scheduling. We use Default to handle scheduling for meetings (like an automated Calendly) and to route inbound demo requests from our website. It ensures prospects can seamlessly book a time with us, and leads from our forms are instantly assigned to the right rep’s calendar. This eliminates any lag in follow-up for inbound interest.
• HubSpot – Marketing automation and email drips. HubSpot is where we manage our email newsletters and drip campaigns for nurturing leads. For example, if someone signs up for a webinar or downloads a guide, HubSpot will send a series of follow-up emails over the next few weeks. It’s our tool of choice for staying in touch with prospects who aren’t yet ready for a sales conversation.
• La Growth Machine – LinkedIn outreach automation. La Growth Machine lets us run multi-step LinkedIn outreach sequences in parallel with our email sequences. We primarily use it for certain campaigns where a LinkedIn connection request or message can warm up a cold prospect before or alongside email outreach. It’s a handy way to add a social touch without manually sending hundreds of LinkedIn messages.
• Clearbit – Data enrichment for our CRM. Clearbit continually enriches lead and account records in Salesforce with firmographic details (industry, company size, funding, tech stack, etc.). This helps us segment our database and trigger certain campaigns. For instance, if Clearbit shows a prospect recently raised a funding round, that might trigger an automated outbound play targeting recently funded companies. It keeps our data fresh and actionable.

We’ll undoubtedly add or swap out tools as we grow (the stack above is ever-evolving). But we’re not afraid to use many tools as long as each brings a clear benefit. Some startups aim to consolidate platforms, but in our view, it’s worth juggling a few extra logins if each tool delivers outsized value. The key is knowing why you have each tool and ensuring it earns its keep in revenue impact. With this arsenal, our lean growth team can punch far above its weight class – automating thousands of touches, analyzing mountains of data, and orchestrating a full-funnel growth strategy without missing a beat.