B2B is the way to be. Selling your product to other businesses instead of to consumers has its advantages, but there’s an art to this strategy.
Consumers can be a fickle bunch, often making decisions based on a number of different factors. Whereas businesses make more practical choices rooted in data and reason. They want a good product that fits their business needs and their budget. Simple.
And yet, reaching B2B clients is still… complicated.
If you’re selling to consumers and your target audience is men aged 18 to 35, then you have a much wider net of potential customers in comparison to those exclusively targeting chief marketing officers at companies with more than 200 employees.
But no matter how broad or specific your audience is, the right B2B marketing software can help you find new customers, reach out at the right time, and close more deals. It takes care of the hard part of B2B marketing so you can focus on the easy part: explaining why your product is the best.
Here are 20 marketing tools to help you attract more B2B customers in 2024.
This Article Contains:
Summarize this article for me pleaseWhat Is B2B Marketing?
B2B marketing is short for business-to-business marketing. It’s when—instead of trying to attract individual consumers—a business seeks out other businesses to buy its products.
In B2B marketing, your target audience is other businesses, and your leads are the decision-makers at those businesses. This might include department heads, facilities managers, or executives.
B2B marketing software is actually a very meta example of B2B marketing. They’re trying to attract your business to buy their software. So anytime you see an advertisement, get an email, or read an article about new marketing software, you’re witnessing B2B marketing in action. Even this article, the one you’re reading right now, is a form of B2B marketing. ?
Summarize this article for me pleaseWhat to Look for in B2B Marketing Tools
Different B2B marketing software serves different purposes and solves different problems. You may end up choosing two or three programs with varying features to cover all of your marketing needs—one for content, one for email, and so on. But with any program you buy, you should look for these three qualities to make sure it’s future-proof:
- Scalable: Once your marketing efforts start paying off, you’ll need to add more accounts to your customer relationship management platform and send more emails with each email marketing campaign. Make sure your chosen plan includes some room for immediate growth and that the program allows you to upgrade your plan as your needs increase
- Budget-friendly: Some of the most powerful B2B marketing tools may be out of reach for small business budgets. If you can’t afford the most comprehensive systems out there, look for software with freemium pricing models to get you started and allow you to upgrade as you grow
- No duplicate functions: You don’t need to pay for the same thing twice. So start with a tool that covers most of your marketing needs, and only add to your tech stack if another tool performs a completely separate function.
Summarize this article for me please20 Best B2B Marketing Software Options
Good software is like a good team member: Having it around makes everyone’s jobs easier and more enjoyable. So get ready to meet your B2B marketing team’s next VIP (very important program) because these 20 tools will transform the way you work.
1. ClickUp
If you want to streamline your B2B marketing efforts while improving team collaboration and consolidating all of your work into one platform, then you need ClickUp—the ultimate productivity software. ?️
ClickUp has a host of dynamic features for CRM teams, sales teams, and marketing teams, all in one place. Whether you’re looking for a more efficient way to visualize your sales funnel, write sales scripts, or build your content calendar, ClickUp is your solution. Designed for businesses across industries, this powerful platform brings teams together with various built-in collaboration tools, over 15 flexible views, more than 1,000 integrations, and a vast Template Library.
To put it simply: ClickUp has everything you need to launch a successful B2B campaign.
Best features
- ClickUp Docs allow you to collaborate with your team on your marketing plan, sales scripts, style guide, communication guidelines, and any other written documents
- ClickUp Dashboards show you key metrics at a glance, so you can monitor the conversion rates of your latest campaign, the lifetime value of customers in your CRM, or other KPIs
- ClickUp Automations make your work more effective by automatically handling your busywork, like assigning tasks, updating customer statuses, and reorganizing data
- ClickUp AI is purpose-built for specific roles in your organization. It can help your team write, edit, and format content, brainstorm campaign ideas, name new products, and more
Limitations
- Because ClickUp has so many features, there can be a learning curve for new users
- Some of the features on the web app aren’t available on the mobile app yet
Pricing
- Free Forever
- Unlimited: $7 per user per month
- Business: $12 per user per month
- Enterprise: Contact for pricing
Ratings and reviews
- G2: 4.7/5 (8,705+ reviews)
- Capterra: 4.7/5 (3,795+ reviews)
2. HubSpot
HubSpot is like getting six B2B marketing software tools rolled into one. It’s basically a marketing software burrito. ?
HubSpot is a CRM platform with different “hubs” for your marketing, sales, customer support, content, operations, and e-commerce teams. Having all your teams on one platform will make it easier to follow up with customers at the right time and keep your teams from working in silos. Everyone has access to the same information, so it will be easier to create a consistent communication plan across every customer touchpoint—because communication is key. ?️
Best features
- Website lead generation tools allow you to chat with your website visitors or collect their contact information
- Built-in marketing automation tools help you execute your marketing plan more efficiently
- Reporting tools allow you to monitor the success of your campaigns
Limitations
- Several users complain that some of HubSpot’s best features are only available with the higher price plans
- Some users feel it can be challenging to create custom reports and collect the data you need
Pricing
Marketing Hub only:
- Free plan
- Starter: $18 per month
- Professional: $800 per month
CRM Suite of all tools:
- Free plan
- Starter: $20 per month
- Professional: $1,600 per month
Ratings and reviews
- G2: 4.4/5 (10,105+ reviews)
- Capterra: 4.5/5 (5,650+ reviews)
3. ActiveCampaign
This B2B marketing automation platform has tools for your marketing, sales, and e-commerce teams. With automation, you can personalize your communication, respond faster, and send leads to the right team members.
This marketing automation software will streamline your marketing workflow and make your teams more productive. So you can work smarter, not harder, and still have time for happy hour. ?
Best features
- Email automation allows you to create a welcome series or use segmentation to send personalized follow-ups and cart abandonment communication
- Contact scores help you track customer engagement so your sales team can follow up at the right time
- Integrations with Slack, Salesforce, Shopify, Calendly, Google Analytics, ClickUp, and more make automation possible across your entire workflow
Limitations
- Several users report that this software has a learning curve, partially because the platform’s phrasing isn’t intuitive
- Some users report that it takes ActiveCampaign’s customer support team several days to respond to requests
Pricing
Marketing tools only:
- Plus: $49 per month
- Professional: $149 per month
- Enterprise: Custom pricing
Sales tools only:
- Plus: $19 per user per month
- Professional: $49 per user per month
- Enterprise: Custom pricing
Marketing and Sales Bundle:
- Plus: $93 per month
- Professional: $386 per month
- Enterprise: Custom pricing
Ratings and reviews
- G2: 4.5/5 (10,350+ reviews)
- Capterra: 4.6/5 (2,250+ reviews)
4. Leadfeeder
Leadfeeder is now owned by Dealfront, a software provider that offers several sales intelligence and lead generation tools. But Leadfeeder is the shiniest tool in the toolbox. ?
This program gives you high-quality leads by identifying your website visitors and the companies they work for (even if their employees work remotely). So you can see which companies are already interested in your product, and your sales team can follow up.
Best features
- Identify your website visitors and see their exact behavior as they explore your site
- Use segmentation to score leads based on their purchase intent and potential value
- Determine the best person to contact at the companies that visit your site
Limitations
- Some users report errors when Leadfeeder imports data into their CRM
- Others feel that Dealfront’s customer support team is slow to respond
Pricing
- Free
- Paid: $139 per month
Ratings and reviews
- G2: 4.3/5 (765+ reviews)
- Capterra: 4.3/5 (120+ reviews)
5. Ahrefs
Data is power. And when it comes to your SEO strategy, Ahrefs provides powerful data. This complete SEO research, analytics, and auditing software will empower you to make more informed decisions about your content strategy. They have tools to find new content opportunities, make technical improvements to your site, and even creep on your competitors’ top keywords. ?
Best features
- The dashboard shows you important SEO metrics at a glance so you can track your site’s performance
- The site explorer allows you to track your competitors’ keyword rankings and backlinks
- The keyword explorer helps you plan your content strategy and find new opportunities
Limitations
- Backlink reports can be slow to load and some users complain that they don’t always match the backlinks in Google Analytics
- Because this program includes so many features, it can be difficult to find the feature you need within the user interface
Pricing
- Lite: $99 per month
- Standard: $199 per month
- Advanced: $399 per month
- Enterprise: $999 per month
Ratings and reviews
- G2: 4.6/5 (485+ reviews)
- Capterra: 4.7/5 (525+ reviews)
6. Sprout Social
If social media plays an important role in your B2B marketing efforts, Sprout Social can streamline your content creation, publishing, and analysis.
It has a built-in content calendar and collaboration tools, and integrates with all your social media channels—Instagram, Facebook, TikTok, X, LinkedIn, Pinterest, YouTube, WhatsApp, Facebook Messenger, and Google Business Messages—for easy publishing and scheduling. It even has social listening tools so when it comes to your online reputation, you can be all ears. ?
Best features
- Create your content plan with a shared asset library, content calendar, commenting, and approvals
- Optimize and publish content on multiple social media platforms at the same time
- Use built-in marketing automation tools and customizable workflows to respond and connect with customers quicker
Limitations
- Some users feel that the automation features aren’t customizable or specific enough
- Others find that the social listening tools don’t allow them to track enough mentions, keywords, or phrases
Pricing
- Standard: $249 per month
- Professional: $399 per month
- Advanced: $499 per month
- Enterprise: Custom pricing
Ratings and reviews
- G2: 4.4/5 (2,570+ reviews)
- Capterra: 4.4/5 (555+ reviews)
7. Google Analytics
If you want to understand your website traffic, you need Google Analytics. You can set it up to monitor the website data that’s most important to you—from the growth of your organic traffic to which channels your website visitors come from to the types of customers who are visiting most often. Your website traffic doesn’t have to be a mystery. ??
Best features
- The customizable dashboard allows you to organize, visualize, and share the data that’s most important to you
- Real-time data shows you live customer journeys on your site and displays where your inbound traffic is coming from
- Audience information displays your customer’s demographics, interests, location, behavior, and lifetime value
Limitations
- Many users report that it’s time-consuming to set up the platform to display the data and insights you want
- Because Google collects user data, some users are concerned about privacy issues
Pricing
- Free
Ratings and reviews
- G2: 4.5/5 (6,180+ reviews)
- Capterra: 4.7/5 (7,580+ reviews)
8. Google Search Console
Let’s be real: All of us creating content optimized for search engine rankings basically work for Google. So, we may as well get our instructions straight from the boss (aka the Google bots). ?
Google Search Console shows you how to optimize your content and explains the issues that are keeping your site from ranking. It gives you the information you need to appear on search engine results pages—for free.
Best features
- Monitor your organic traffic and site performance
- Submit your site map or individual URLs to get crawled and rank faster
- See issues that are keeping your site from ranking
Limitations
- Lacks customization options
- It doesn’t provide data in real-time—most data will be a couple of days old
Pricing
- Free
Ratings and reviews
- G2: 4.7/5 (215+ reviews)
- Capterra: 4.8/5 (165+ reviews)
9. Zoom
Unless you’ve been hiding under a rock for the last three years (which we wouldn’t blame you for), you’ve probably heard of and likely used Zoom. This is one of the best video conferencing platforms out there, and it’s been expanded to include better resources for hosting large online events and webinars. It allows you to meet face-to-face with customers all over the world—no private jet required. ?️
Best features
- Virtual meetings allow your sales team and customer support team to interact with clients no matter where they are in the world
- The events platform allows you to host virtual conferences, trainings, or tradeshows as part of your event marketing and customer engagement initiatives
- The appointment scheduler makes it easy to invite customers and share a link to join
Limitations
- The free plan will automatically end your meeting after 40 minutes
- The platform has had security and privacy issues in the past, so it may not be the best choice for sharing sensitive information
Pricing
- Basic: Free
- Pro: $149.90
- Business: $199.90
- Business Plus: $250
Ratings and reviews
- G2: 4.5/5 (53,510+ reviews)
- Capterra: 4.6/5 (13,630+ reviews)
10. BuzzSumo
BuzzSumo is a comprehensive search engine optimization, content marketing, and reputation management tool. Your content marketing team can use it to plan your content calendar and bring in more organic traffic, and your PR team can use it to manage your online reputation and build brand awareness. You can even use it to check out your competitors and stay ahead of the game. ?
Best features
- Discovery and research tools help you find keywords and SEO content marketing topics and then see the top-ranking articles about those topics
- Monitoring features allow you to track new backlinks and set alerts about brand mentions and topics that are important to you
- A database of authors, creators, and journalists helps you connect with influencers who have interests related to your brand offering
Limitations
- Some users feel that the reporting features could be more intuitive and user-friendly
- There’s a steep learning curve if you want to use all of the program’s features to their full potential
Pricing
- Content Creation: $199 per month
- PR & Comms: $299 per month
- Suite: $499 per month
- Enterprise: $999 per month
Ratings and reviews
- G2: 4.5/5 (100+ reviews)
- Capterra: 4.5/5 (140+ reviews)
11. Leadpages
Design your website with lead generation in mind using Leadpages. This platform is an ideal website builder for small B2B businesses. It makes it easy to build your website without any experience or coding knowledge. And every page is optimized for sales. Even newbies will think it’s a no-brainer. ?
Best features
- Hundreds of website templates optimized for lead scoring and conversions
- AI technology helps you create text and images for your web pages in minutes
- Landing page builder helps you explain the benefits of your product
Limitations
- Users report limited customization options
- Some users feel the built-in lead forms don’t collect enough information about prospective customers
Pricing
- Standard: $37 per month
- Pro: $74 per month
- Advanced: Custom pricing
Ratings and reviews
- G2: 4.3/5 (210+ reviews)
- Capterra: 4.6/5 (290+ reviews)
12. Sumo
You know those popups that appear on seemingly every website asking you to give your email address in exchange for something (a discount code, an e-book, a free educational resource)? Chances are high they were made with Sumo.
This app allows you to add an email-capture popup to your site and grow your subscriber list with every website visitor. All you have to do is set it up and then sit back, relax, and send emails. ?
Best features
- Popup window prompts your website visitors to share their email so you can grow your subscriber list
- Smart Bar allows you to embed an email collection field at the top or bottom of your web pages and posts
- Plugins for WordPress, Shopify, and Google Tag Manager
Limitations
- While this app offers integrations with many of the most popular marketing tools, some users complain that there are no integrations for more niche email marketing tools
- The free version shows Sumo branding in your popup
Pricing
- Free
- Pro: $39 per month
Ratings and reviews
- G2: 4.1/5 (50+ reviews)
- Capterra: 4.2/5 (65+ reviews)
13. Litmus
This email marketing tool takes you from idea to delivery. ? ?
You can use Litmus to build emails, collaborate with your team, get approval, test, personalize, send, and analyze your email campaigns from one place. Email marketing is still one of the most cost-effective ways for B2B businesses to advertise, and this tool can help you get it right.
Best features
- Create a library of your current email marketing assets, like images, graphics, buttons, and logos
- Build and personalize email campaigns with live email content and AI-powered recommendations
- Test for deliverability to avoid ending up in spam folders
Limitations
- Some users report that images and email test previews are slow to load
- There are limited customization options for the layout of your dashboard
Pricing
- Basic: $99 per month
- Plus: $199 per month
- Enterprise: Custom pricing
Ratings and reviews
- G2: 3.6/5 (360+ reviews)
- Capterra: 4.6/5 (30+ reviews)
14. Moz
When you’re ready to increase your organic website traffic, this SEO tool puts you in the driver’s seat. ?️
Like Ahrefs or Semrush, Moz is a search engine optimization program that helps you plan out your B2B content marketing strategy and attract more website visitors. You can analyze how effectively your site is ranking, compare yourself to competitors, and discover ways to improve your website or expand your content.
Best features
- The keyword research tool helps you discover opportunities to create helpful B2B content
- The content optimization tool shows you how to improve your on-page SEO to get your landing pages or blogs to rank higher
- The link research tool tracks the quality and quantity of backlinks to your website
Limitations
- Several users complain that the design isn’t as user-friendly as similar tools
- Others find the advanced analytics tools difficult to learn
Pricing
- Standard: $99 per month
- Medium: $179 per month
- Large: $299 per month
- Premium: $599 per month
Ratings and reviews
- G2: 4.4/5 (385+ reviews)
- Capterra: 4.5/5 (340+ reviews)
15. Google Attribution
Where are the early adopters?! Because this Google app is in its infancy. ?
Google Attribution is still in Beta testing, but it’s free to try, making it one of the most cost-effective marketing tools for B2B companies. It uses Google’s machine learning algorithms to accurately attribute credit for ad clicks that lead to conversions, which can help you make better decisions about resource allocation in your paid advertising budget.
Best features
- It’s free when most B2B marketing software is not
- It helps you understand which paid advertising channels have the best conversion rate
- It allows you to analyze the potential impact of redistributing your budget across different paid channels
Limitations
- Some users find it difficult to configure data and run extensive reports
- Others complain that you can only add a limited number of users, so this app may not be right for larger teams
Pricing
- Free
Ratings and reviews
- G2: 4/5 (15+ reviews)
- Capterra: N/A
16. Hootsuite
Hootsuite is one of the biggest names in social media management. And the features will make managing your social media campaigns a hoot! ?
You can plan, schedule, and post, plus monitor paid ads, comments, conversations, and performance metrics from the app. So no matter how many social media channels you post to, you’ll have all your stuff in one place.
Best features
- Schedule your social media content calendar and publish posts to all of your channels from one place
- See all of your social media notifications in one inbox
- Use integrations with every major social media platform, as well as with popular marketing tools like Mailchimp, HubSpot, Dropbox, and Canva
Limitations
- Tags, mentions, and other features aren’t available within Hootsuite for every social media channel, which means you may have to edit posts after they publish
- Some users report glitches with the program’s built-in AI writing tools
Pricing
- Professional: $99 per month
- Team: $249 per month
- Business: $739 per month
- Enterprise: Custom pricing
Ratings and reviews
- G2: 4.1/5 (4,040+ reviews)
- Capterra: 4.4/5 (3,475+ reviews)
17. Mention
If you’ve ever felt like trying to find social media comments that are relevant to your brand is like trying to find a needle in a haystack, then you need Mention. They’ll help you find every needle in every online haystack. ?
Mention does social listening, which is monitoring billions of online sources to find mentions of your brand or keywords related to your brand, which makes it easier for you to join the conversation.
Best features
- Get alerts about brand mentions, keywords, industry topics, or specific publications
- See data insights about your audience, your brand, a competitor, or an industry topic
- Post to all of your social media marketing channels from one place
Limitations
- Some users report that it’s easy to miss mentions if you’re not thorough when you set up your alerts
- Others state that the program often misses mentions that include abbreviations or are on more niche websites
Pricing
- Solo: $41 per month
- Pro: $83 per month
- Pro Plus: $149 per month
- Company: Custom pricing
Ratings and reviews
- G2: 4.3/5 (435+ reviews)
- Capterra: 4.7/5 (280+ reviews)
18. Kissmetrics
Marketing is about people and so is Kissmetrics. ?
This platform keeps track of your website visitors and app users to help you see which pages they click, content they read, and products they buy. Yes, you can use Kissmetrics to see large-scale data about your website, like which pages have the highest conversion rate, but you can also use it to see an individual customer journey from the first moment that person arrives at your website.
Best features
- The customizable dashboard lets you track the data that’s important to you from your daily conversation rate to the performance rate of different marketing funnels
- A/B testing reports allow you to test new landing pages or app features to hone in on the most successful content
- Product-based insights show you which features and plans your customers use most
Limitations
- In-depth data reports can take a long time to load
- Limited integrations with other marketing tools
Pricing
- Pay-as-You-Go: $0.0025 per event
- Silver: $199 per month
- Gold: $499 per month
- Platinum: Custom pricing
Ratings and reviews
- G2: 4.1/5 (165+ reviews)
- Capterra: 4.3/5 (15+ reviews)
19. Metadata
If your marketing team sometimes struggles to reach the right target audience, get ready to hit the bullseye. ?
Metadata uses a double-funnel approach to help you track and optimize your marketing campaigns (funnel one) and your account-based marketing efforts (funnel two). You can launch and manage your social media marketing campaigns and cost-per-click ad campaigns from within the app, and use audience targeting to make sure you’re reaching the right people on every platform—from Instagram to Google Ads.
Best features
- Build target audience profiles using more than 10 different data sources, including your CRM tool, intent data, or demographic, firmographic, and technographic data
- Use a campaign asset library to quickly launch your digital marketing campaigns across multiple platforms
- Launch and track the results of campaign experiments to test new audiences, messaging, or marketing strategies
Limitations
- Limited integrations with newer and more niche marketing tools (beyond CRMs and ad channels), and no open API
- Some users report that the audience development process is time-consuming
Pricing
- Metadata Demand Hub: $60,000 per year
- Custom Pricing
Ratings and reviews
- G2: 4.6/5 (270+ reviews)
- Capterra: 4.4/5 (25+ reviews)
20. Owler
Owler is an in-depth research tool for sales teams. You can use it to get additional insights about clients that are already in your SaaS CRM system, or you can discover new clients that match your ideal customer profile. This program will help you sleuth out all the information you need about potential customers before you start your outreach. ?️
Best features
- Database of over 15 million companies that you can filter and sort by business attributes
- Insights into a company’s funding, acquisition, news, investments, leadership changes, and more
- Integrations with Salesforce, Hubspot, Slack, Microsoft Teams, and ChatGPT
Limitations
- Limited information on niche and small businesses
- The free plan only allows you to follow 5 companies, which isn’t enough for most sales teams
Pricing
- Community: Free forever
- Pro: $35 per month
- Max: Custom pricing
Ratings and reviews
- G2: 4.3/5 (445+ reviews)
- Capterra: 4/5 (3+ reviews)
Summarize this article for me pleaseTake Your B2B Marketing to The Next Level With ClickUp
The right B2B marketing software will not only help you connect with new customers, it will also help you better manage your relationships with existing customers. So you can build lasting loyalty and increase your sales across the entire customer lifecycle.
Plus, good software makes your team’s lives easier, by taking busy work off their plates. The result is happier customers, a happier team, and a happier world. ?
And if you want a B2B marketing tool that also makes your budget happy, try ClickUp. It has the power to replace multiple marketing tools, and you can start using it today for free.
Everything you need to stay organized and get work done.
