60 B2B Marketing Tools for 2023 (The Only List You Need!)
B2B marketing tools are a dime a dozen.
So most of the time, the challenge isn't finding a B2B tool for a specific marketing process.
It’s picking the best ones for your everyday marketing workflow.
Not to worry, we’ve created a complete guide of the best B2B marketing tools in different categories for you to explore.
Customer Relationship Management
HubSpot's CRM is a one-stop-shop for managing B2B customer relationships with features like contact and task management, email tracking, live chat, meeting scheduler, and analytics.
It integrates with HubSpot's marketing and sales tools and is 100% free.
Salesforce is one of the industry’s leading CRM and B2B marketing tools. The cloud-based solution covers everything from contact management to sales activity tracking.
It offers a 30-day free trial and a ton of flexible payment plans for any B2B business.
Not many CRM tools are better tailored to first-time CRM users and small businesses than Zoho. It’s easy to use, intuitive, and delivers quality sales insights.
It has a free plan, and paid subscriptions start at $18/user/month.
With Pipedrive, B2B marketers like you get a comprehensive CRM that’s deeply sales-focused. One of Pipedrive’s selling points is how it visualizes the entire sales process.
It includes a 14-day free trial, while paid plans begin at $11.90.
Salesmate is a unified customer journey platform that helps the sales and marketing team to enhance the customer experience and increase revenue.
With everything in one location, it makes it easier for you to organize your contacts, deals, leads, customers, goods, services, calendar events, notes, projects, and more.
Salesmate offers a 15-day free trial plan, and paid subscription starts at $12 per user/month.
Social Media Management
6. Sprout Social
Sprout Social is one of the top social media management tools for B2B marketers. It covers everything from scheduling to publishing, deep analytics, and social listening.
You get a free one-month trial and paid plans starting at $99/user/month.
Beyond social media management, Brandwatch enables social media monitoring in unique ways.
Its features allow tracking brand mentions, evaluating brand awareness, comparing social performance with competitors, and engaging with customers via a centralized social inbox.
Contact Brandwatch for custom pricing.
Hootsuite supports post scheduling, social media listening, analytics, collaboration, and other processes that drive B2B social media marketing. Like Brandwatch, it also has a central inbox for supported social networks.
It offers a free plan and a 30-day free trial for paid packages with a $49/month starting price.
Buffer is almost synonymous with scheduling posts in the social media marketing space. But beyond its top planning and publishing tool, it supports social media monitoring, messaging, and analytics.
There’s a free package and a 14-day trial for paid plans starting at $6/month/channel.
With CoSchedule’s marketing calendar, B2B marketers can plan, write, schedule, publish and republish social media posts and campaigns from a centralized platform. Plus, it allows you to organize all your other marketing plans in one place.
And it’s free.
Mention is another social tool that combines online media monitoring with social listening and social media publishing for B2B marketers.
There’s a free package while paid plans start at $29/month, although they come with a 14-day free trial.
Oracle’s B2B marketing solutions are designed to help you deliver cross-channel marketing campaigns using advanced intelligence.
The email marketing tools are optimized for automation and launching targeted and personalized messages for B2B buyers.
Contact Oracle for custom pricing.
ActiveCampaign lets you manage various email types for B2B marketing. From email templates to personalization and marketing segmentation features, the platform has the tools B2B marketers like you require to launch an effective marketing campaign.
Offers a 14-day free trial, and paid plans start at $29/month.
NeverBounce is an email verification platform that helps in cleaning bulk emails and identifying invalid email addresses. Its verification tool even lets you validate customer email at points of entry like your registration and lead gen forms.
NeverBounce offers pay-as-you-go plans.
15. Constant Contact
Constant Contact integrates other digital marketing functionalities and an email marketing tool that includes customizable templates, reporting features, and email sign-up forms great for capturing leads on Facebook or web pages.
It includes a 60-day free trial and plans start at $9.99/month.
Customer.io is a B2B customer engagement platform that lets you send triggered emails, push notifications, and SMS messages.
You can funnel data from your app or CRM into the platform and use it to create hyper-personalized and sophisticated messaging workflows.
Offers a 14-day free trial, and paid plans start at $150/month.
Mailchimp is one of the most popular email marketing software and among the best B2B marketing tools.
With it, you can easily build campaigns with great templates, create automated emails based on your customer journey, get relevant insights and even feedback to create better emails.
Offers a free plan and paid plans start at $11/month.
OptinMonster powers digital marketing by letting you create catchy and smart opt-in and signup forms for capturing leads, driving website conversion, etc. You get multiple form types, targeting and segmentation features, insights on the performance of your forms, and A/B testing options.
Paid plans start at $9/month.
Litmus is an email marketing solution for developing, testing, and analyzing email campaigns.
It lets you preview emails across multiple email clients and devices. Plus, it integrates with popular email service providers like Mailchimp, Hubspot, and Oracle.
Offers a 7-day free trial and paid plans start at $79/month.
Search Engine Optimization
Clearscope is a content optimization and SEO keyword research tool that enhances SEO writing and search traffic.
The AI-powered platform provides insights on keywords, content quality and integrates with WordPress and Google Docs.
Paid plans start at $170/month.
SEMRush drives online visibility for brands by providing insights for SEO, content marketing, market research, advertising, and B2B social media marketing.
It provides info on keywords, topics, other domains, SEO audit for websites, and search engine result page rankings to supercharge your B2B marketing.
Offers a 7-day free trial and paid plans start at $119.95/month.
In BrightEdge you have an enterprise SEO platform with everything a B2B marketer needs to excel at B2B, SEO marketing, content marketing, and other elements of a B2B marketing strategy.
Using AI, BrightEdge provides real-time web-wide insights on content engagement and helps you identify content opportunities, and create and optimize your content so it ranks and converts.
Contact them for a demo.
With NinjaOutreach you can find and contact influencers and conduct successful blogger outreaches.
The influencer marketing tool lets you search for the right influencers, get their contact and manage your campaigns with a built-in CRM that lets you monitor your conversations.
Offers a 7-day free trial and paid plans start at $155/month.
Ubersuggest gives you comprehensive insights on search terms including search volume, CPC, total traffic, SEO difficulty, and related keywords.
You can also use it to conduct competitor research to understand the strategies working for similar websites.
Keyword research is free and paid plans start at $29/month.
Ahrefs lets you conduct keyword research for SEO content marketing, check backlinks, and spot opportunities to build links.
It’s also useful for evaluating your website’s SEO health and keyword rankings, competitor research, and identifying best-performing content on specified topics.
Ahrefs has free SEO tools and paid plans start at $99/month.
BuzzSumo helps you find B2B content marketing ideas by suggesting keywords and presenting top-performing articles based on the keyword you input.
The cloud-based platform also powers influencer marketing if that's in your marketing strategy and helps you monitor mentions and links.
Offers a free plan and paid plans start at $99/month, with a 30-day free trial.
27. Google Search Console
With Google Search Console, you can measure your website’s performance on Google search.
The free tool provides website information like the keywords you rank for, your rank for those keywords, and technical website issues that affect SEO.
Yoast offers a WordPress SEO plugin that can optimize your WordPress website for search engines.
The tool gives you a search engine snippet preview, recommends ways to optimize your content for better searchability and readability, and more.
Offers a free version and paid plans start at $99/year.
Moz is an all-in-one SEO marketing tool for improving traffic, ranking, visibility, and other B2B digital marketing metrics.
It runs keyword research, site audits and on-page optimization, rank tracking, backlink analysis, and link research.
Moz offers free tools and paid plans start at $14/month.
Lead Generation Tools
Leadfeeder is a lead generation platform and one of the best B2B marketing tools that deliver website visitor analytics.
The software shows visitors to your website, how they got there and the pages they clicked. Like several B2B tools, it integrates with platforms like Mailchimp, Hubspot, and Slack.
Offers a free plan and a 14-day trial for paid plans starting at $79/month.
Act-On is a marketing automation software that enables B2B marketers to execute multichannel lead generation, lead scoring and segmentation, automated nurturing campaigns, and more.
The platform is designed to help you create great brand experiences throughout the customer lifecycle in B2B marketing.
Plans start at $900/month.
In LeadSquared, you have cloud-based B2B marketing automation and a sales execution tool for B2B marketing.
The marketing automation tool helps you capture, preserve and nurture leads. The sales execution CRM helps you manage your sales process effectively.
Plans start at $400/month.
Leadpages packs all you need to build great landing pages. From DIY websites to launch pages, sales pages, and pop-ups to alert bars, Leadpages delivers the tools you need to create attractive lead gen forms, and test and optimize them.
Offers a 14-day free trial and paid plans start at $74/month.
SharpSpring is a full-stack marketing and sales automation platform. It’s set up to ensure you get the best from your B2B marketing and sales efforts.
You get a CRM tool, messaging automation and personalization features, and even social media management functionalities.
Plans start at $449/month.
Sumo includes tools you can deploy on your website to grow your traffic and capture emails.
With Sumo, you get to build smart and targeted pop-ups and opt-in forms to grow your email list via your website.
Sumo offers a free plan, and paid plans start at $39/month.
36. Ortto (formerly Autopilot)
Designed to manage the entire customer lifecycle, Ortto includes a great lead generation tool that lets you create attractive forms, pop-ups, notifications, banners, surveys, and more. Once captured, your leads’ contact and behavioral details are classified.
Sign up for free or get a 14-day free trial on paid plans that start at $29/month.
With Unbounce, you can convert more website visitors from your B2B marketing effort.
With pre-built templates, a smart copy generator, and more, you can build landing pages faster and even automatically direct visitors to the variants most likely convert them to leads or customers.
Offers a 14-day free trial and paid plans start at $90/month.
38. Google Analytics
Google Analytics is one of the most robust website tools. The free plugin tracks website traffic and activity including bounce rate, session duration, pages per session, etc. You can also integrate it with Google ads to measure ad campaigns.
While Google Analytics focuses on superficial web analytics, Amplitude provides deeper insights on consumer behavior while using your digital product, including real-time customer journeys across devices to help drive conversions and increase digital engagement.
Contact them for custom pricing.
Tableau is a data visualization tool useful for analyzing and reporting large data points.
By inserting a Tableau embed code in your website, data from your site is displayed on interactive Tableau views and dashboards for easy access.
You get access to what you need to finetune your digital marketing strategy.
They offer a free trial and paid plans start at $15/month.
Kissmetrics also goes beyond providing regular web analytics to delivering insights on user behavior.
You can view each user’s journey across multiple devices, segment users, and determine your best converting features and content.
Plans start at $299/month.
Mixpanel is another product and behavior analytics software that delivers more user insights than Google Analytics.
From helping you identify your popular features, to earmarking top users, Mixpanel provides the consumer data you need to optimize your digital product for better customer engagement, conversion, and retention, and inform your marketing strategy.
Offers a free plan and paid plans start at $25/month.
Chartbeat is a collection of content analytics tools that helps digital publishers make smart and data-driven content creation, website layout, and other digital marketing decisions based on real-time insights on user actions on their sites.
Content Marketing Tools
44. Hemingway App
Hemingway App should be any B2B content marketer’s writing companion. It’s designed to make your writing clearer, tighter, and simpler. It flags excessive adverb and passive voice usage, lengthy sentences, words with simpler alternatives, and more.
The app is free to use.
Grammarly is even more comprehensive writing software. AI reviews grammar, spelling, punctuation, word choice, and delivery errors and offers smart replacements for mistakes.
Grammarly integrates with browsers, Gmail, Google Docs, Microsoft Word, and social media.
Offers a free version and paid plans start at $12/month.
46. RAD AI (formerly Atomic Reach)
RAD AI is an intelligent content optimization platform that helps businesses to craft authentic content that resonates with their audience across different channels.
It also offers content and audience insights for better decision-making.
Contact them to request a demo.
47. Adobe Stock
With Adobe Stock you get access to tons of royalty-free visuals including photos, images, graphics, templates, illustrations, and more.
The rich gallery has the visual assets you need to execute successful content marketing campaigns.
Paid plans start at $29.99/month.
Canva is a free design tool any B2B content marketer would cherish. It’s your one-stop-shop for creating social media marketing posts, videos, posters, logos, presentations, and more.
The thousands of free templates also simplify and speed up your design process.
Slack offers laidback but seamless collaboration and coordination for teams via its communication features including instant messaging and calls.
Teams can easily connect on specialized channels, share files, and access some of the shared tools they need.
Free version available and paid plans start at $6.67/month.
50. Google Drive
Google Drive makes sharing files and collaborating online a breeze. The cloud-native platform ensures team members can safely share, access, and store multiple file formats.
It also integrates with Google Docs, Sheets, and Slides.
51. Rally (formerly CA Agile Central)
Rally is a cloud-based enterprise agile development platform that enables teams to seamlessly collaborate on development tasks.
It includes features for planning, prioritizing, and tracking development work including lists and boards for visualizing work, progress updates, business goals, etc.
Get started for free.
Asana is where you plan, organize and track team and individual work-related projects.
The project management solution lets you assign tasks to team members so you can easily keep track of who’s doing what and when it’s due.
The Basic Plan is free and paid plans start at $10.99/month.
With Zoom, you get a cloud-based communications platform that supports video and audio conferencing, chat, screen sharing, meeting recordings, and more. Real-time collaboration is easier and faster with Zoom.
As most of us know by now, you can use Zoom for free, but for more robust features, plans start at $149.90/year/per license.
SurveyMonkey lets you develop and deploy simple and reliable surveys online. With the global leading survey software, you can collect feedback from your audience quickly and efficiently. You can design your survey or use available templates.
Use the Basic Plan for free or paid plans start at $16/month.
Databox is a business analytics platform for marketers and analysts that pulls all your business performance data into one place.
You can also build dashboards to collate and present market research data required for your marketing strategy in simple, clear, and meaningful formats.
Offers a Free Forever Plan and paid plans starting at $72/month.
ZoomInfo is a cloud-based go-to-market intelligence platform that provides B2B marketing and sales professionals like you with an extensive contact database of their target audience that can form their sales pipeline. It also manages the nurturing and conversion phases.
Contact them for pricing.
Marketo delivers marketing automation tools for identifying, engaging, and converting the right audience.
It fosters seamless lead-based and account-based marketing with tools that help B2B marketers to track customer behavior and automate key marketing processes. Marketo Engage even drives social media marketing.
Contact Marketo for custom pricing.
Oracle Eloqua is a leading B2B marketing automation platform with features designed to help marketers manage digital marketing campaigns and sales processes including lead scoring and nurturing, customer segmentation, targeting, and more.
Contact for custom pricing.
59. Salesforce Marketing Cloud Account Engagement (formerly Pardot)
Salesforce MCAE is a marketing automation software that’s designed to ensure marketing professionals capture, understand and convert leads using features like email marketing, lead scoring, segmentation, social media marketing, analytics, and other digital marketing channels.
Try it for free or get a custom quote.
GetResponse is an all-in-one marketing platform with tools for email marketing, website building, marketing automation, and B2C marketing.
Its marketing automation functionalities help target and nurture leads efficiently and deliver personalized experiences. It’s like having your very own digital marketing agency.
Offers a free plan, and paid plans start at $48.38/month.
Do Your Due Diligence
Selecting a B2B marketing tool is no mean task.
After all, you and your marketing team will depend on a piece of software to keep critical aspects of your business running.
So your decision needs to be spot on.
Compare the features of the listed tools in each category, see which best suits you, and review user ratings for pros and cons.
Now it’s your turn to build your B2B marketing tool stack.
Dozie Anyaegbunam is a B2B content writer and strategist. A Cannes Lions certified storyteller, Dozie has crafted compelling content for brands such as Mirasee, SmartBlogger, Growth Mentor, and more. He's also Dodo and Ronan's dad, a proud flâneur, and a Felix Baumgartner wannabe. Don't miss his newsletter, Efikó, where he riffs about social and content strategy.