B2B Marketing Tools: Must-Have Software for Marketers


Ashley Levesque


B2B Marketing Tools: Must-Have Software for Marketers

Today's B2B marketers have over 11,000 marketing technology tools to choose from when evaluating new software. From webinar and social media management to email marketing and analytics, the right B2B marketing tools can help marketers find success. In this comprehensive guide, we dive into the marketing technology tools that cater to the needs of B2B marketers, detailing why they're essential and how they empower marketers and their teams to thrive.

Top B2B Marketing Tools

1. Lead Generation Tools: Lead generation tools help B2B marketers collect contact information from potential customers. They often include features such as lead capture forms, landing page builders, and lead nurturing capabilities to convert leads into customers.

2. Webinar Tools: Webinar tools allow B2B marketers to host and promote online seminars or live events. They often include features such as registration, interactive elements, and analytics to measure attendee engagement and capture leads.

3. Social Media Marketing Tools: These tools help B2B marketers manage and schedule social media posts across multiple platforms. They offer features like content curation, social media listening, and analytics to track engagement and measure the effectiveness of social media campaigns.

4. Email Marketing Software: Email marketing tools enable B2B marketers to create and send email campaigns, segment their email lists, and measure email performance. They also provide features such as automated email sequences and personalization to enhance the effectiveness of email marketing efforts.

5. Content Marketing Software: B2B marketers leverage these tools in devising and executing their content marketing strategy. They provide content creation support, and visibility into the data and analytics that allow marketers the chance to optimize their marketing strategy.

6. SEO Tools: Search Engine Optimization (SEO) tools help B2B marketers optimize their website for search engines to improve organic visibility and increase traffic. They assist in keyword research, on-page optimization, and tracking keyword rankings.

7. Customer Relationship Management (CRM) Software: CRM software helps businesses manage and analyze customer interactions and data. It allows B2B marketers to streamline their marketing efforts, track sales leads, and develop customer profiles.

8. Automation Tools: Automation tools help the marketing team in scaling marketing campaigns and marketing processes. These tools help to eliminate redundancies and save time.

9. Design Tools: B2B companies use design tools to develop eye catching graphics and ads.

10. Customer Service Solutions: While these tools may not directly fall within a B2B marketing strategy, they are nonetheless required to maintain a holistic view on a customer’s lifecycle.

These tools provide B2B marketers with the necessary capabilities to execute effective marketing strategies, automate tasks, and measure performance, ultimately driving business growth.

B2B Lead Generation Tools

ZoomInfo: Data-Driven Lead Generation

ZoomInfo is a lead generation platform that helps businesses find and connect with potential customers. It provides access to an extensive database of business contacts, enabling marketers to identify and reach out to specific targets. ZoomInfo provides comprehensive data such as contact information, company details, revenue, industry, and buyer intent signals.

In addition to lead generation, ZoomInfo offers features for prospecting, outreach, and engagement. Users can track and manage their interactions with leads, schedule follow-ups, and collaborate with teammates to drive sales and revenue.

Overall, ZoomInfo empowers businesses with comprehensive data to optimize their lead generation efforts and improve their sales and marketing strategies.

LinkedIn Sales Navigator: Networking for Leads

LinkedIn Sales Navigator is a powerful tool for B2B marketers looking to harness the potential of the world's largest professional network. It offers advanced search features, lead recommendations, and InMail messaging. Marketers can identify and connect with decision-makers right on the platform.

LinkedIn Sales Navigator

Leadfeeder: Pageviews Into Pipeline

Leadfeeder shows marketers which companies are visiting their website, and help convert them into qualified leads. Through behavior analytics, and custom segmentation, Leadfeeder provides marketers with the data they need to turn visitors into leads.

B2B Webinar Tools

Demio: Webinar Engagement and Analytics

When it comes to hosting B2B webinars that engage, educate, and convert, Demio stands as a top-tier solution. Whether you're looking to run live or pre-recorded events, Demio simplifies the webinar creation process, and makes it easier to prove ROI. It offers a seamless experience for both hosts and attendees, with features like easy event setup, customizable registration pages, and integration capabilities that sync effortlessly with your existing marketing stack. Demio's real-time analytics provide valuable insights into attendee behavior, allowing marketers to fine-tune their presentations on the fly. Plus, it supports interactive elements like polls, handouts, and Q&A sessions, ensuring that your webinars are not just informative but also engaging. Demio's data and analytics provide marketers with the details on who was most focused during the session, who downloaded handouts, participated in polls and asked questions in the chat. Marketers can use these insights to identify qualified leads who are ready for sales.  Whether you're looking to generate leads, nurture existing ones, showcase your expertise, or leverage marketing webinars as engagement tools, businesses should look to Demio.


eWebinar: On-Demand Webinars

eWebinar offers a unique twist on the traditional webinar model by automating the entire presentation. B2B marketers can create on-demand webinars that run 24/7, allowing prospects and clients to access valuable content at their convenience. It's particularly useful for product demonstrations, onboarding sessions, and training webinars. eWebinar ensures that your audience gets the information they need, precisely when they need it, while you can focus on other critical aspects of your marketing strategy.

B2B Social Media Marketing Tools

Sprout Social: Social Media Mastery

For B2B marketers seeking to conquer social media, Sprout Social is an indispensable ally. It simplifies the management of social media accounts, offering scheduling, analytics, and monitoring tools. With Sprout Social, marketers can stay on top of their social media game, engage with their audience effectively, and track the performance of their social campaigns.

Hootsuite: Centralized Social Management

Hootsuite is another heavyweight in the social media management arena. It allows marketers to schedule and publish posts across multiple social networks, engage with followers, and monitor social conversations. With Hootsuite, B2B marketers can maintain a consistent online presence and measure the impact of their social efforts.


Buffer: Organic Audience Growth

With buffer, marketers can plan, publish, and analyze their social media strategy. Buffer also collates social media comments in one easy to view dashboard, so marketers can quickly see which posts have unanswered comments, and follow up accordingly.

B2B Email Marketing Software

Constant Contact: Email Marketing Excellence

Effective email marketing remains a cornerstone of B2B marketing, and Constant Contact excels in this arena. It offers user-friendly email marketing tools, including customizable templates, list management, and analytics. B2B marketers leverage Constant Contact to automate engaging email campaigns that drive conversions and nurture leads. Their platform also features reporting, A/B testing, and integrations.

Mailchimp: Email Automation Powerhouse

Mailchimp is a versatile email and marketing automation platform known for its simplicity. B2B marketers can create automated email sequences, segment their audience, and track campaign performance. Mailchimp's intuitive interface and robust reporting make it an excellent choice for streamlining email marketing efforts. Mailchimp also offers SMS marketing, social media marketing, and landing page tools to help marketers scale their digital marketing programs.


H2 B2B Content Marketing Tools

BuzzSumo: Content That Resonates

Creating shareable and engaging content is a hallmark of B2B marketing success, and BuzzSumo is the tool to make it happen. It allows marketers to monitor and analyze content that is relevant and trending with their audiences. Armed with this knowledge, marketers can craft content that resonates with their target audience, increasing engagement and brand visibility.


Grammarly: Your Personal Writing Assistant

Grammarly is an online tool that serves as a personal writing assistant. It helps users improve their writing skills by providing grammar, spelling, punctuation, and style suggestions. Grammarly can be used on various platforms, including web browsers, Microsoft Word, and mobile devices. It analyzes text in real-time and offers suggestions for enhancing clarity, coherence, and overall quality. It is widely used by B2B professionals looking to improve their writing.

Unbounce: Landing Pages That Convert

Unbounce provides Ai-powered landing page creation and optimization in one seamless platform. Marketers can use Unbounce to attract and convert quality prospects into their marketing and sales funnel.

B2B SEO Tools

Ahrefs: Uncover SEO Opportunities

Ahrefs is a comprehensive SEO toolset that aids content marketers in optimizing their strategies. It provides insights into keyword rankings, backlinks, and competitor analysis. With Ahrefs, B2B marketers can identify content gaps, improve their search engine visibility, and drive organic traffic.

SEMrush: Dominate Search Engine Results

SEMrush is a treasure trove of SEO tools that empower marketers to boost their online visibility. With features like keyword research, competitive analysis, and backlink auditing, it's an indispensable resource for B2B marketers aiming to rank higher on search engine results pages. SEMrush helps marketers understand their online competition and develop strategies to outperform them.


Google Analytics: Data-Driven SEO Insights

Google Analytics is a free and powerful tool that provides in-depth insights into website traffic and user behavior. B2B marketers can use it to track the performance of their SEO efforts, monitor keyword rankings, and identify opportunities for optimization. Google Analytics offers a comprehensive view of website performance, which can be helpful in measuring marketing performance.

B2B CRM Tools

Salesforce: The CRM Titan

Customer Relationship Management (CRM) is the backbone of many B2B marketing operations, and Salesforce is an undisputed leader in this domain. It offers a 360-degree view of customer relationships, helping B2B marketers manage leads, automate workflows, and gain insights into customer behavior. Salesforce's scalability and customization options make it a favorite among businesses of all sizes.

ActiveCampaign: More Than Email

ActiveCampaign stands out not only as an email marketing tool but also as a CRM solution. This dual functionality allows B2B marketers to track interactions, automate lead nurturing, and personalize marketing efforts. ActiveCampaign streamlines the process of managing leads and provides valuable insights to drive conversions.

HubSpot: CRM with Marketing Power

HubSpot's CRM is an integral part of its comprehensive marketing automation suite. It offers robust features for managing contacts, tracking interactions, aligning sales and marketing efforts, and producing reports on marketing attribution. HubSpot's CRM capabilities, combined with its marketing tools, provide a holistic approach to B2B marketing and customer relationship management.


Marketo: The World's Largest Marketing Automation Platform Meets AI

Marketo's marketing automation platform incorporates AI to build predictive audiences and segments, personalized marketing, and predictive analytics. B2B marketers can leverage AI to understand customer behavior better and deliver tailored experiences.

B2B Automation Tools

Zapier: Automation Across Apps

Zapier automates workflows by connecting various apps and services. It's excellent for integrating AI-powered tools into your marketing stack, streamlining processes, and ensuring data consistency.


Slack: Automation Dreams

While obviously not a CRM, Slack is one of the best B2B business tools for automation. Through slack's comprehensive integration stack, marketers can easily notify channels and employees when key prospect and customer interactions happen, such as when a form is filled out, or a purchase is made. When fully leveraged, slack automations can make marketing processes more efficient.

B2B Design Tools

Visual content is essential for capturing the attention of B2B audiences. These design tools can help you create eye-catching graphics and visuals:

Canva: Design Made Simple

Canva simplifies graphic design, making it accessible to marketers without design backgrounds. With its intuitive interface and a vast library of templates, Canva empowers B2B marketers to create stunning visuals for their campaigns.


Adobe Creative Cloud: Professional-Level Design

Adobe Creative Cloud includes tools like Photoshop and Illustrator, perfect for professionals looking to create high-quality visuals. B2B marketers can craft visually compelling content that stands out in a crowded digital landscape.

B2B Customer Service Solutions

B2B customer service solutions are services and tools that help businesses improve their customer service interactions with other businesses.

Intercom: AI-Driven Customer Engagement

Intercom uses AI to improve customer engagement and support. We know B2B engagement marketing isn’t easy, but with a tool that enables personalized messaging and chatbots to enhance user experiences, intercom becomes a valuable asset for lifecycle marketers looking to engage their audience effectively.

Zendesk: Holistic Customer Experience

Zendesk's service solution builds customer revenue and loyalty through personalized customer experiences. Using AI and Automation, Zendesk saves agents time and frustration in solving customer challenges.


Choosing the Right B2B Marketing Tools

Selecting the right B2B marketing tools for your business is a crucial decision. Consider the following factors when making your choices:

  • Business Goals: Align your tool selection with your specific marketing objectives, whether it's lead generation, brand awareness, or customer retention.
  • Integration: Ensure that the tools you choose can seamlessly integrate with your existing tech stack for streamlined operations.
  • Scalability: Think about the future and whether the tools can grow with your business.
  • User-Friendliness: User adoption is essential, so opt for tools that are easy for your team to learn and use. Your new tool should increase your marketing effectiveness, not decrease it.
  • Budget: Evaluate the costs associated with each tool and determine if they fit your budget.

By carefully considering these factors and exploring the tools mentioned above, you can build a powerful B2B marketing stack that drives results, boosts efficiency, and helps you achieve your marketing goals.

Frequently Asked Questions about B2B Marketing Tools

What is a B2B marketing platform?

A B2B marketing platform is a software solution or suite of tools designed to help businesses market their products or services to other businesses. These platforms typically include tools for lead generation, customer relationship management (CRM), email marketing, content creation, social media management, and analytics.

What is the most powerful B2B marketing tool?

The most powerful B2B marketing tool can vary depending on your specific needs and goals. However, some of the widely recognized powerful tools in the B2B marketing landscape include HubSpot, Salesforce, and Marketo for their comprehensive features and scalability.

What are the three biggest trends in B2B marketing?

As of my last knowledge update in September 2021, some of the significant trends in B2B marketing included the increasing use of AI and automation, a focus on personalized marketing experiences, and the growth of account-based marketing (ABM) strategies. Keep in mind that the marketing landscape continually evolves, so it's essential to stay updated with the latest trends.

How do B2B marketing analytics software solutions track ROI?

B2B marketing analytics software tracks ROI by collecting and analyzing data related to marketing activities and their impact on business outcomes. This includes measuring website traffic, lead generation, conversion rates, and revenue attribution. These tools often use various attribution models to determine how different marketing channels contribute to ROI, allowing marketers to assess the effectiveness of their campaigns.

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