Most of the content that talks about B2B marketing software offers you a big list of generic tools and calls it a day. But the reality is, there are few tools out there that can effectively “do it all.” And the features, integrations, and other factors you need depend entirely on you and your company.
Maybe that means you need a solution that does email marketing automation and plays nicely with the rest of your stack. Maybe it means you need a tool to help you identify more leads. Or maybe you need a combination of B2B marketing software to help streamline your efforts.
Either way, you don’t need the same marketing stack as every other B2B company — you need one that works for you.
So instead of listing a few one-size-fits-all marketing tools, we’re breaking it down. Below, we share the best B2B marketing software for eight common use cases:
Note: If what you need is a way to identify more leads and better understand the companies visiting your website, sign up and try Leadfeeder free for 14 days.
B2B Lead Generation and Nurturing Software
From generating leads and scoring qualifications to nurturing those leads, these lead generation tools have everything you need to convert more accounts into customers.
Pricing: a free forever Lite plan, and our premium plan starts at $55/month.
To kick off our list, we’ll start with our own tool. Leadfeeder is a website visitor identification tool designed for B2B marketers and salespeople. Our tool tells you which companies visit your website, even if they never fill out a form or otherwise contact you.
Programmatic B2B needed an efficient tracking mechanism to close the loop on our multichannel digital marketing campaigns. We integrated Leadfeeder for three new clients in the first week, and are excited to finally have an attribution process that works! - Chris DeMartine, Managing Director at Programmatic B2B
All you need to do install the Leadfeeder Tracker to your website and connect your account to Google Analytics. Once you do, we can show you other details such as:
Which pages they looked at and how long they spent there
Where they came from before landing on your site
Key details about the company including industry, employee count, and contact information
You can read more about how we’ve built our software for B2B companies here.
Pricing: Paid plans start at $900/month
Act-On is one of the most full-featured lead generation and nurturing tools — and it’s designed for enterprise. Their platform helps B2B marketers drive the right kind of traffic, build landing pages that are optimized for conversion, and create intuitive forms to capture leads.
Pricing: 15-day free trial and paid plans start at $400/month
LeadSquared is designed, in their words, to help marketing push leads through the funnel faster. With features to help you understand and spot buying intent signals, capture leads, and visualize the user journey, LeadSquared has what B2B marketers need.
Pricing: Free 14-day trial and paid plans start at $15/month
Designed for smaller B2B businesses, Leadpages aims to help you connect with your audience, capture leads, and close more sales. Their simple websites and landing pages make it seamless for even the smallest businesses to create a professional, high-converting web presence.
Pricing: Plans start at $550/month
SharpSpring’s platform is all about getting to know potential customers better — so you can more effectively market and sell to them. With features like dynamic form and landing page builders, it’s a slam dunk for lead nurturing.
Pricing: Sumo offers a free plan and paid plans start at $39/month
Sumo is the definition of lead generation and email capture made easy. As their homepage boasts, it just takes two steps to get started: Installing Sumo and activating your capture form. That’s it!
Pricing: 30-day free trial then plans start at $49/month
Autopilot, as the name implies, is all about building a lead generation and nurturing process — then automating it to run without any more effort from you. The tool makes it easy to design personalized customer experiences that capture and convert.
B2B Email Marketing Software
From building B2B campaigns to segmenting audiences and automating it all, the email marketing tools below are ready for action.
Pricing: 14-day free trial and paid plans start at $19/month
Outfunnel is a B2B marketing automation tool that features deep integrations with CRMs. Use it to send drip email sequences or one-off emails to your CRM contacts and sync the engagement data back to your CRM. Web tracking and lead scoring features are the cherries on top, giving your sales more context so they can close more.
Pricing: 14-day free trial and paid plans start at $9/month
ActiveCampaign is the email marketing and marketing automation tool for the whole customer lifecycle. In their words, “turning leads into customers into repeat customers.” From subscription forms to email segmentation and split testing, ActiveCampaign has everything you need to do just that.
Pricing: Plans start at $150/month
Customer.io’s email marketing automation platform is based on two main things: empowering marketers with the data to best target leads, and automating the whole process. The solution also includes A/B testing features to help marketers continuously improve their campaigns.
Pricing: 60-day free trial and paid plans start at $20/month
Constant Contact is one of the original email marketing solutions. With email templates to get you started in a hurry and automation to keep the whole thing moving, the software has everything B2B marketers need to make email count.
Pricing: 7-day free trial, then plans start at $99/month
Litmus is one email marketing tool that’s designed around the idea of continuous improvement — making it easy to build, test, and analyze your email campaigns. Working on top of your existing email service provider, Litmus boasts their tool is “the quickest way to design, code, and test across 90+ apps and devices.”
B2B Content Marketing and SEO Software
A lot goes into content marketing and SEO for B2B companies. The tools below can take care of keyword research, content creation, search performance analytics, and more.
Pricing: 30-day free trial and paid features start at $99/month for Moz Pro
Moz is one of the best known all-in-one tools for search engine optimization (SEO). With tools to help marketers research keywords, audit their website, track keyword rankings, and analyze backlinks, Moz has everything B2B marketers need.
Pricing: Plans start at $99/month
Ahrefs is one SEO solution that’s designed to do more than just optimize your website, with features to help marketers grow search traffic, research competitors, and keep a pulse on the industry.
Pricing: 7-day free trial and paid plans start at $99/month
BuzzSumo promises to help marketers “find the content that performs best” — whether that’s on their own site or anywhere across the web. The tool helps you research content that works, discover new content ideas, and monitor content performance.
Pricing: Yoast offers a free version and the Premium version starts at $89
Yoast is best known for their WordPress plugin, which makes it easy to optimize new blog posts and other content for search without conducting outside keyword research or leaving the WordPress editor.
Pricing: Starts at $350/month
Clearscope uses artificial intelligence (AI) to help content creators build content with the best possible chance of ranking for their chosen keyword. The tool includes features to help with keyword research, content planning, and optimization — they even include a Google Docs extension to make the optimization process a breeze.
Pricing: 7-day free trial and plans start at $99.95/month
SEMrush is designed to help with every aspect of SEO, from technical audits and optimization to position tracking and suggestions for growing your organic traffic. The tool can also handle paid ads, competitive intelligence, and more.
Google Search Console
Google’s Search Console platform is essentially the next step after Google Analytics. It’s designed to help marketers measure search performance with more depth, identify and fix technical issues, and build a better search presence overall.
B2B Marketing Automation Software
Not every team needs a marketing automation tool — but when the time comes, the options below have marketing teams of anywhere from 1 to 100 covered.
Pricing: Contact Adobe for pricing details
Recently acquired by Adobe, Marketo is one of the best known marketing automation platforms for enterprise companies. With support for everything from lead management and email marketing to account-based marketing (ABM) and attribution, Marketo has everything B2B marketers need to drive more revenue.
Pricing: Contact Oracle for pricing information
Now part of the Oracle suite of products, Eloqua’s marketing automation software handles everything B2B and enterprise marketers need — with features designed to help with targeting and segmentation, campaign management, lead management, and even creating better alignment between sales and marketing.
Pricing: Paid Marketing Hub plans start at $50/month
With features that help you create content, attract visitors, convert leads, and more, HubSpot Marketing Hub is undoubtedly the go-to inbound marketing automation software for small-to-medium businesses.
Pricing: Plans start at $1,250/month
Part of Salesforce, Pardot is the enterprise B2B marketing automation platform that’s designed to help marketers work better with sales — in part by creating more customer connections and generating more leads. It also works seamlessly with Salesforce CRM.
Pricing: Mailchimp offers a free plan and paid plans start at just $9.99/month
Mailchimp is best known for their email marketing automation software, but they’ve expanded far beyond email. With features designed to turn audience insights into landing pages, signup forms, new audiences, and more, Mailchimp is a powerhouse all-in-one marketing automation tool these days.
B2B Marketing Attribution Software
Marketing budgets are limited — we get it. The tools below can help you narrow in on your most effective campaigns, channels, and assets, so you can double-down on what works.
Nielsen Marketing Attribution
Pricing: Contact Nielsen for pricing details
Formerly Visual IQ, Nielsen Marketing Effectiveness is all about showing marketers “the right performance insights for every marketing role.” On the attribution side, that means offering in-flight marketing attribution to help you optimize budgets and spend on the fly.
Pricing: Currently in Beta
While currently only available in Beta for Google Analytics 360 users, Google’s Attribution tool promises to be super valuable. According to the site, it draws on Google’s machine learning to distribute attribution more accurately across ad clicks throughout the funnel.
Pricing: Contact Neustar for pricing information
Neustar offers a wide variety of solutions across multiple industries. Their marketing solution includes Customer Analytics — a tool that brings together measurement, analytics, and attribution to help marketers better understand the impact of their marketing efforts.
Pricing: Plans start at $125/month
One of the few marketing attribution tools designed to bring offline and digital marketing together, Ruler Analytics promises to “close the loop between leads and revenue.” The platform pulls data from forms, call tracking, live chat, and more to create multi-touch marketing attribution.
B2B Social Media Software
From writing and scheduling posts to monitoring social conversations and providing support, the software options below hold tons of value for social media managers and marketers alike.
30-day free trial and paid plans start at $29/month
Social media marketing is about more than just creating viral posts. Hootsuite’s platform is designed to reflect that. With features to help marketers find new prospects and serve existing customers, it’s one of the most robust social media platforms on the market.
Pricing: Free trials available with paid plans starting at $15/month
What started as a tool for scheduling social media posts has grown into a three-pronged social media management solution. With tools built for social media publishing, customer service, and measurement, Buffer’s offering is up to the task of today’s B2B market.
Pricing: 14-day free trial and paid plans start at $100/month (for their Social Organizer)
CoSchedule started as a way to keep track of scheduling across all your social media. Today, it’s a full-on marketing calendar with support for content, social media, email marketing, events, and more.
Pricing: 30-day free trial and paid plans start at $99/user per month
Sprout Social boasts the “only all-in-one social media management platform built for connection.” The tool promises to help marketers better understand, reach, and engage with their audiences, while providing the performance measurement needed to grow over time.
Pricing: 14-day free trial and paid plans start at $25/month
Mention is positioned more as a social listening tool. The platforms helps marketers monitor the web for brand mentions and audience conversations. Then it helps analyze and visualize that data to make sense of how people are talking about the brand.
B2B Marketing Analytics Software
Your B2B marketing efforts should always be on a path of constant improvement. With the marketing analytics platforms below, you can get a better sense of where you stand and where you can improve.
In the marketing world, Google Analytics is a no-brainer — but we’d be remiss if we didn’t mention it here. Simply put, Google Analytics is the most comprehensive tool available to help marketers understand their website’s performance, from engagement and traffic to conversions.
Pricing: 14-day free trial then paid plans start at $70/user per month
Tableau takes mountains of data and makes it visual and effortlessly accessible. The platform promises “the most powerful, secure, and flexible end-to-end analytics platform for your data,” meaning it’s a solution you can deploy throughout the organization — not just the marketing team.
Pricing: Contact Kissmetrics for pricing information
While session-based analytics (like Google Analytics provides) can get you pretty far, Kissmetrics takes its analytics several steps further with user-based insights. Segment your data by cohort, customer journey, behavior, and more to get to the heart of your marketing performance.
Pricing: Mixpanel offers a free plan and paid plans start at $89 per month
Mixpanel takes marketing analytics to another level. Not only does the software help you analyze user behavior across platforms, it also enables marketers to run experiments to change that behavior for the better.
Pricing: Contact Chartbeat for pricing details
Chartbeat is designed for content analytics, but it packs a whole lot of value into the tool — with features that help marketers grow their audience, improve engagement, and make data-backed editorial decisions.
B2B Account-Based Marketing Software
Account-based marketing is fundamentally different from traditional marketing — and often requires a completely different software stack. The tools below serve as a perfect starting point to get your ABM stack working for you.
Pricing: Plans start at $2,970/month
Metadata.io uses AI to optimize account-based marketing campaigns across all of your paid media at scale. The website promises marketers can “watch CPLs drop and your conversion rates climb.”
Bonus: You can use Metadata.io together with Leadfeeder to run true account-based retargeting ads.
Pricing: Contact Oracle for pricing
Now part of Oracle, DataFox uses AI and machine learning to provide marketers with data enrichment. DataFox’s “most modern company dataset” available includes more than 70 firmographic data points and 68 types of signals.
Pricing: Owler offers a free plan and paid plans start at $11.99/month
Owler provides news alerts that monitor the web and help marketers, executives, and sales pros stay on top of the companies that matter to them. Discover companies based on industry, geography, revenue, employee count, and more — then get customized real-time alerts that keep you in the loop.
Pricing: Contact Celsius International for information on pricing
Celsius International boasts one of the most capable and well-rounded solutions for account-based marketing. The platform includes standard ABM features, plus support for account-based advertising, social ABM, and more.
Pricing: Contact Triblio for details on pricing
Triblio promises an all-in-one ABM solution that enables marketers to boost conversions, target ads to the right stakeholders, identify accounts and score engagement, and hand-off accounts to sales.
B2B Marketing Software to Make Your Team More Effective
The B2B marketing software you use needs to meet the needs of both your company and your team. With the tools listed above, you have a ton of A+ options to pick and choose exactly what’s missing from your current stack.
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