B2B marketing tools are software solutions that automate workflows, streamline campaigns, and improve team productivity across the entire demand generation funnel. From building awareness to capturing, nurturing, and converting high-quality leads, these platforms help modern marketers manage increasingly complex digital channels, leverage real-time data, and measure performance more effectively.

Keep reading to discover the best software tools marketing teams need to know about to boost their KPIs and deliver results. To show just how dynamic these tools are and help you narrow down your options, we’ll be exploring the following use cases:

• B2B Lead Generation and Nurturing

• B2B Email Marketing Software

• B2B Content Marketing and SEO

• B2B Marketing Automation Tools

• B2B Marketing Attribution Platforms

• B2B Social Media Management Software

• B2B Marketing Analytics Tools

• Account-Based Marketing Software

Note: If what you need is a way to identify more quality leads and better understand the companies visiting your website, sign up and try Leadfeeder free for 14 days.

Ready to find the right tool for your team? Here’s our curated list of the best B2B software companies on the market today.

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 new customers.

1. Leadfeeder

• Pricing: 14-day free trial, paid plans starting at €99/month.

• Rating: 4.3 stars on G2

• Top feature: Automatic lead scoring

Leadfeeder is a powerful tool that helps businesses understand and engage with companies visiting their websites in real time. With Leadfeeder, you can track company behavior, gain insights into their interests, and use that data to optimize your website for better engagement and conversions.

The website visitor identification solution offers a range of features, including live visitor tracking, versatile filtering, automatic lead scoring, powerful contact insights, email marketing integrations, website form tracking, and real-time notifications, making it the perfect solution for businesses looking to improve their website's performance.

Whether you're an e-commerce business looking to increase sales or a B2B company trying to generate more leads, Leadfeeder is the perfect tool to help you achieve your goals.

It's time to take your website to the next level with Leadfeeder!

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2. Act-On

• Pricing: Paid plans start at $900/month

• Rating: 4.1 on G2

• Top feature: Lead segmentation

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 across multiple channels through lead generation, scoring, and segmentation. It’s particularly useful for building landing pages optimized for conversion and for creating intuitive forms to capture leads.

3. LeadSquared

• Pricing: 15-day free trial and paid plans start at $400/month

• Rating: 4.4 on Gartner

• Top feature: Drag-and-drop communication automation

LeadSquared is designed, in their words, to help marketing teams push leads through the funnel faster. As a CRM automation platform, it helps you understand and identify buying intent signals, capture leads, and visualize the user journey. With various automation and analytical capabilities, LeadSquared has what B2B marketers need to better understand potential customers and build lasting relationships with them.

4. Ortto

• Pricing: 30-day free trial; paid plans start at $599 per month, $539 per month paid quarterly, or $509 per month billed annually.

• Rating: 4.3 on G2

• Top feature: CRM lead integration

Ortto is all about building a lead-generation and nurturing process, then automating it to run without any further effort from you. The tool makes it easy to design personalized customer experiences that capture and convert. Combining three tools in one, all powered by AI, the platform combines marketing automation, customer data, and analytics to give you better insights into clients and campaigns.

B2B Email Marketing Software

From building B2B campaigns to segmenting audiences and automating it all, the email marketing tools below are ready for action.

5. ActiveCampaign

• Pricing: 14-day free trial; paid plans for one user start at $29 per month billed yearly or $39 per month billed monthly.

• Rating: 4.2 on Gartner

• Top feature: Building and personalizing emails

ActiveCampaign is a B2B 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.

6. Outfunnel

• Pricing: 14-day free trial; paid plans start at $29 per month, with a 16 percent discount if billed annually.

• Rating: 4.3 on G2

• Top feature: Automatic syncing of email subscribers

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 team more context to close more deals.

7. Customer.io

• Pricing: Plans start at $100 per month.

• Rating: 4.4 on G2

• Top feature: Automated email responses

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 across email as well as in-app, push, and SMS.

Content Marketing and B2B SEO Tools

A lot goes into content marketing and SEO for B2B companies. The tools below can handle keyword research, content creation, search performance analytics, and more.

8. Ahrefs

• Pricing: Plans start at $99 per month.

• Rating: 4.5 on G2

• Top feature: Technical SEO

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. With SEO auditing, SERP rank tracking, and change tracking, you can really keep a finger on the pulse of your strategy.

9. BuzzSumo

• Pricing: 30-day free trial; plans start at $199 per month for one user.

• Rating: 4.5 on G2

• Top feature: Influencer identification

BuzzSumo promises to help marketers “find the content that performs best”, whether that’s on their own site or anywhere across the web, from Facebook to Pinterest to Reddit. The tool helps you research content that works, discover new content ideas, and monitor content performance.

10. Yoast

• Pricing: Free version available; Yoast SEO Premium costs $99 per year.

• Rating: 4.6 on G2

• Top feature: Localization

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. If you really want to create top-notch content that resonates with audiences, make use of Yoast’s AI text generation features.

11. SEMrush

• Pricing: Seven-day free trial; paid plans start at $129.95 per month or $108.33 per month billed annually.

• Rating: 4.5 on G2

• Top feature: Monitoring metrics

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, making it a great solution for tracking and improving key metrics, content, and ranking.

12. Google Search Console

• Pricing: Free

• Rating: 4.7 on G2

• Top feature: AI text generation

Google’s Search Console platform is essentially the next step after Google Analytics. It’s designed to help marketers measure search performance more deeply, identify and fix technical issues, and build a stronger search presence overall. Key features include SEO auditing, content insights, data visualization, and AI-generated text.

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.

13. Marketo

• Pricing: Contact Adobe for pricing details

• Rating: 4.4 on Gartner

• Top feature: Reporting and analytics

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.

14. Eloqua

• Pricing: Contact Oracle for pricing information

• Rating: 4.2 on Gartner

• Top feature: Mobile optimized

Now part of the Oracle suite of products, Eloqua’s marketing automation software handles everything B2B and enterprise marketers need, with features designed to support targeting and segmentation, campaign management, lead management, and better alignment between sales and marketing.

15. HubSpot Marketing Hub

• Pricing: Professional plan starts at $890 per month or $800 per month billed annually at $9,600.

• Rating: 4.4 on Gartner

• Top feature: Dynamic content

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. Web analytics, lead segmentation, automated email responses, and landing pages and forms are just some of the features you’ll benefit from.

16. Pardot

• Pricing: Plans start at $1,250/month

• Rating: 4/5 on TechRadar

• Top feature: Drag-and-drop templates

Part of Salesforce, Pardot is the enterprise B2B marketing automation platform designed to help marketers work better with sales, in part by creating more customer relationships and generating more leads. You’ll get access to a range of no-code email templates before fully automating your campaigns with scheduled sends and autoresponders. It also works seamlessly with Salesforce CRM.

B2B Marketing Attribution Software

Marketing budgets are limited, we get it. The tools below can help you narrow in on your most effective campaigns, marketing channels, and assets, so you can double down on what works.

17. Nielsen

• Pricing: Contact Nielsen for pricing details

• Rating: 4.1 on G2

• Top feature: Data quality management

Formerly known as Visual IQ, Nielsen Marketing Effectiveness is all about providing marketers with “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.

18. Ruler Analytics

• Pricing: Plans start at £179/month (billed annually)

• Rating: 4.6 on G2

• Top feature: Multichannel tracking

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 Digital Marketing Tools for Social Media Management

From writing and scheduling posts to monitoring social conversations and providing support, the software options below offer significant value to social media managers and marketers alike.

19. Hootsuite

• Pricing: 30-day free trial; paid plans start at $99 per month for one user and 10 social accounts.

• Rating: 4.2 on G2

• Top feature: Social listening

One of the most robust social media platforms on the market (and one of the most popular ones among marketing agencies and small businesses), Hootsuite is designed to help marketers find new prospects and serve existing customers. . You can use Hootsuite for over 20 social media channels, including LinkedIn, Facebook, Twitter, YouTube, Instagram, and Pinterest.

20. Buffer

• Pricing: Free trial available; paid plans start at $6 per month per channel.

• Rating: 4.3 on G2

• Top feature: Campaign planning

Buffer offers three core capabilities: publishing, engagement, and analytics, helping B2B teams manage their entire social media workflow in one place. Buffer also provides built-in analytics to track post performance, audience engagement, and campaign results. These insights help marketing teams understand what content resonates most and refine their strategy over time.

21. Sprout Social

• Pricing: 30-day free trial; paid plans start at $249 per month.

• Rating: 4.4 on G2

• Top feature: Scalability

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.

B2B Market Research 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.

22. Google Analytics

• Pricing: Free

• Rating: 4.5 on G2

• Top feature: Vast metric monitoring and reporting

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 (especially their new GA4).

23. Mixpanel

• Pricing: Flexible plan-based pricing starting at $20 per month.

• Rating: 4.6 on G2

• Top feature: Account-level and user-level analytics

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.

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.

24. Metadata.io

• Pricing: Plan billed annually at $60,000 with a $540,000 yearly as spend limit.

• Rating: 4.5 on G2

• Top feature: Retargeting

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.

25. Triblio

• Pricing: Contact Triblio for details on pricing

• Rating: 3.9 on Gartner

• Top feature: Full funnel reporting

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. One of Triblio’s key strengths is its full-funnel reporting, which gives marketing and sales teams visibility into how accounts move from awareness to conversion. These insights help teams evaluate campaign effectiveness and align marketing and sales.

Comparison of 25 Best B2B Marketing Software Tools

Make Your Team More Effective and Stay on Top of Marketing Trends

The B2B marketing software you use needs to meet the business 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.

Leadfeeder for Marketing

Track site visitors, measure campaign success, and find more qualified leads.

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