How an AI marketer uses Attio
Attio is a CRM built around a flexible data model. Your workspace holds objects such as People, Companies, and Deals, along with any custom objects you add. Each object holds records, and each record has attributes, which is what Attio calls fields. Lists sit on top of those objects and track a group of records through stages, such as an Outbound list or a Partnerships pipeline.
An AI marketer uses Attio as both the place finished work lands and a source of truth about what's working. It writes researched prospects and leads into the right records and lists, and it reads deals and closed business to decide what marketing should do next.
Kite does both with your connected Attio workspace. It adds and updates records, shapes lists and attributes for new campaigns, reads your pipeline, and leaves notes and tasks for your team.
Marketing jobs Kite can do with Attio
The jobs below follow a contact's path through Attio. They start with getting the right people into your workspace, move to keeping those records useful, and end with reading your pipeline to decide where marketing goes next.
Add qualified prospects to the list your team works from
Kite turns a prospect list into linked Attio records on the list where your team tracks outreach. Say you ask for 50 heads of revenue operations at Series B software companies in North America. Kite finds the companies, finds the right people at each one, confirms each person still holds the role, and scores them from one to five against your ideal customer profile.
Before it writes anything, Kite reads how your workspace is set up. It lists the attributes on your People and Companies objects and their types, and it reads the stages on the list you named. Then it creates or updates each company record, creates or updates each person record linked to that company, and adds the person to your list at the first stage. Each person record carries:
- their name, job title, and company
- their work email when the research source has one
- their LinkedIn profile
- the fit score, in a number attribute
Kite matches people by email address and companies by domain, the attributes Attio treats as unique, so a prospect who's already in your workspace gets their existing record updated. Last, it attaches a note to each person that says why they fit and what recently happened at their company, such as a funding round or a new marketing hire, with a link to the source. A rep who opens the record has the reason to reach out right there.
Record inbound leads the moment they arrive
Kite records a new inbound lead in Attio while it's still fresh. When someone requests a demo through a form on a site Kite hosts, or emails your team's Kite address, Kite researches the person's company and role and compares them with your ideal customer profile. It creates or updates the person and company in Attio, adds the person to your Inbound list at the stage that matches their fit, and writes a note with what it found.
Kite then assigns the follow-up. It creates an Attio task for the teammate who owns inbound, linked to the record and due the same day, and drafts a reply with a proposed next step for you to approve. A strong lead reaches the right person with the research already done.
If your workspace uses Attio's Users and Workspaces objects to track the people and accounts using your product, Kite can create and update those records as well and link each user to their person record. That way, a signup and the sales conversation about that company sit side by side.
Keep people, companies, and deals current
Kite updates the records you already have as things change, so your team works from current information. When a prospect moves from Director to VP, Kite changes the job title on their person record. When a target account announces a funding round, Kite adds it to the company record and notes it on the people Kite added there. Updates touch only the attributes that changed, and your team's own edits stay as they are.
Kite updates list entries too. After an outreach email goes out, it moves each person to the Contacted stage on your Outbound list. It can also update a deal's stage, value, or owner when you ask, and it can remove records, list entries, or deals you no longer want, such as everyone at companies that became customers last quarter.
You can put this upkeep on a schedule. Kite can refresh your Outbound list every Monday morning, before your team starts its week, and post a summary of what changed in Slack.
Set up the lists and attributes a campaign needs
Kite builds the structure in Attio that a new campaign or program needs. For an event, it might create a list called Conference 2027 with these attributes:
- a status attribute with stages such as Invited, Registered, Attended, and Meeting booked
- a select attribute for tier, with the options Primary and Secondary
- a number attribute for the fit score
- a text attribute for the reason each person was invited
Kite can also add a select option to an attribute you already use, such as a new Lead source value for the webinar it just ran. It can rename or describe an attribute so a new teammate knows what it holds, rename or archive a select option, and add a stage to a list's status attribute. When your workspace needs something Attio doesn't include by default, such as an object for Partners or Events, Kite can create a custom object and its attributes. It proposes the structure first and builds it once you agree.
Find the open deals worth attention now
Kite reads your open deals in Attio to find the ones marketing can help close. It pulls deals filtered by stage, owner, or value, along with the companies and people linked to each one. It also reads the history of a deal's stage attribute, so it can see when a deal entered Proposal and how long it has sat there.
Kite adds context that doesn't live in your CRM. It checks each account for recent news, funding, and hiring, and it reads the meetings Attio has logged against the deal, including who attended and when. When a stalled deal's company has just posted three roles for the team your product serves, Kite flags it in Slack and comments on the deal for its owner. It can also create a task with a due date and suggest what to send, such as a case study from a customer in the same industry.
Find what your best customers have in common
Kite studies your closed-won deals in Attio to sharpen your ideal customer profile. It reads the deals marked Won over the period you choose, the companies attached to them, and attributes such as industry, employee count, and location. It also reads the notes your team wrote and the meetings logged on those deals, which often say why the customer bought.
Kite then researches those companies outside Attio and looks for the patterns your CRM doesn't record, such as the tools they use or the hiring that came before the purchase. It brings the findings to Slack, updates the ideal customer profile in its knowledge base once you agree, and can build a new list of companies that look like your best customers. That list goes straight back into Attio.
Report the pipeline your marketing touched
Kite reads Attio deals to show what your marketing contributed to pipeline. It pulls the deals created in a quarter, their value and stage, and the people and companies attached. It matches those against the work Kite ran, such as the people it emailed, the leads that came through forms on a site it hosts, and the prospects it added to your lists.
The result is a report your CEO can read, published as a page with charts and tables. It shows which deals included someone your marketing reached, the total value of those deals, and which campaigns they came from.
Leave notes, tasks, and comments for your team
Kite writes back to Attio so your team sees its work where they already look. It attaches notes to people, companies, and deals with research and sources. It creates tasks with a deadline, an assignee from your workspace members, and the records they relate to, and it can mark a task complete or move its date. It also comments on records and list entries and replies in existing comment threads.
Kite reads your team's notes, comments, and tasks too. Before it drafts outreach to an account, it reads the latest notes on the company so its message doesn't repeat a conversation your rep already had.
What Kite reads and changes in Attio
Kite both reads from and writes to your connected Attio workspace. The lists below separate the two.
Information Kite can read
- Objects and attributesKite reads every object in your workspace, each attribute's type, and the options and stages in select and status attributes, so the values it writes land in the right places.
- People, companies, and dealsKite pulls records filtered and sorted the way a job needs, reads one record in full, and searches across objects by name, domain, email, or social handle.
- Attribute historyKite reads the past values of an attribute, such as every stage a deal has passed through and when.
- Lists and list entriesKite reads your lists, the entries on each one, their stages and list attributes, and every list a given record belongs to.
- Notes, comments, and tasksKite reads the notes on a record, the comment threads on records and list entries, and the tasks in your workspace, filtered by assignee, status, or linked record.
- Meetings and call recordingsKite reads the meetings logged in your workspace, filtered by participant, linked record, or date, and the call recordings attached to a meeting.
- Workspace membersKite reads who's on your team so it can assign owners and tasks to the right person.
- Users and Workspaces recordsKite reads the records Attio keeps for the people and accounts using your product, when your workspace uses those objects.
Information Kite can create or change
- People and companiesKite creates records, or updates the existing one it matches by email or domain, changes the attributes that are out of date, and deletes records you ask it to remove.
- DealsKite creates deals and updates their stage, value, owner, and other attributes.
- Records in any objectKite creates and updates records in custom objects and in the Users and Workspaces objects.
- List entriesKite adds records to a list, sets their stage and list attributes, updates them as work moves, and removes entries.
- Workspace structureKite creates lists, custom objects, attributes, select options, and stages, and renames or describes them. It can also archive a select option.
- NotesKite attaches notes to records and deletes notes it no longer needs.
- TasksKite creates tasks with a deadline, assignees, and linked records, then updates or completes them.
- CommentsKite comments on records and list entries and replies in threads.
How Kite connects to Attio
Connect your Attio account through OAuth. Kite then works with the records and permissions available to that connected account. When a task first needs Attio, Kite sends you a link in Slack to connect your workspace.
From there, you can start with the result you want. Ask Kite to "find 40 marketing leaders at fintech companies that raised this year and add the best ones to our Outbound list in Attio." Kite already knows your positioning, customers, and competitors from its research on your business. It reads your workspace, proposes the audience and where each piece of research will go, and starts once you confirm.
How-to guides using Attio
- How to add qualified leads to Attio Coming soon Kite qualifies a list of leads against your ideal customer profile, matches them to the people and companies already in your workspace, and adds them to your list with the research your sales team needs.
- How to add Apollo prospects to Attio Kite finds prospects in Apollo or works from the contacts you saved there, confirms each person's role, scores their fit, and adds the best ones to your Attio list with a note on why they fit.
- How to add Clay prospects to Attio Coming soon Kite takes the records your team built in Clay, decides which prospects belong in your CRM, and writes them into Attio as linked people and companies on the list your team works from.
Where Attio fits in Kite's marketing work
Attio is where a finished lead list goes to work. Kite researches, scores, and ranks the prospects, then writes them into Attio as people linked to companies and adds them to the list your team runs outreach from. Kite also reads Attio first, so it can leave current customers and open deals off a new list.
Attio is the record of every inbound lead Kite qualifies. Kite researches the lead, records them with its findings, and assigns the follow-up as an Attio task, while it drafts the reply in Slack.
Attio supplies the deals, stages, and meeting history. Kite adds outside research on each account and tells your team which deals deserve attention this week.
Your won deals in Attio are the evidence for who buys from you. Kite reads them, researches the companies behind them, and turns the patterns into a sharper ideal customer profile and a new list of lookalike accounts.
Attio holds the pipeline that marketing is measured against. Kite reads the deals and the people on them, matches them to the campaigns it ran, and publishes the report.
Limits and product-specific details
- Kite sends outreach outside Attio. Kite writes and sends email from your team's Kite address or a connected email product, then updates the stage on your Attio list. It doesn't enroll people in Attio's own sequences.
- Stages live on lists and deals. Attio doesn't support status attributes on the People and Companies objects. Kite tracks a person's progress through a list's stages or a deal's stage, which is where most Attio teams keep it already.
- Kite works with your account's access. It reaches the objects, lists, and records your connected Attio account can reach, with the same permissions.
Common questions
Does Attio have its own AI, and how is Kite different?
Yes, Attio includes AI features that work on the records already inside your workspace. Kite works from the other direction. It researches your business and market outside Attio, finds the companies and people worth contacting, and brings that work into your workspace as finished records. It also acts on what's in Attio by writing and sending the emails, publishing the pages, and building the reports your records call for.
Can Kite email the people on an Attio list?
Yes. Kite reads the entries you point it to, such as everyone at the Qualified stage with a fit score of four or five. It researches each person's company and writes a message for each one. Once you approve the campaign, Kite sends it and moves each person to Contacted on your list, so your team can see who has been reached.
Do I need a developer to connect Attio to Kite?
No. You connect Attio by approving access from the link Kite sends in Slack, with no API keys or code. An admin of your Attio workspace can do it in a minute.