The rapid evolution of digital technologies has profoundly impacted the way businesses interact with customers. Digital transformation, encompassing the integration of technologies such as artificial intelligence (AI), big data analytics, and automation into business processes, has become a critical driver in enhancing customer engagement. This paper explores the role of digital transformation in the realm of marketing and sales, examining how it influences customer behavior, interaction, and loyalty. It investigates the technological tools shaping customer engagement strategies and the benefits they offer, such as increased personalization, efficiency, and real-time interaction. Through a review of case studies and an analysis of challenges faced by businesses, the paper provides insights into the strategies companies can employ to leverage digital tools for greater customer connection. It concludes by outlining future trends in digital transformation and its potential to redefine customer engagement in the years to come.