22 Best B2B Marketing Tools In 2023

May 5, 2023

In a B2B environment, it can be difficult to stand out from the crowd. With a traditionally long sales process and many touchpoints needed to get a purchase across the line, you need to make sure your marketing is up to scratch. The best way to ensure you are on top of the latest digital marketing best practices is with the right software. But which ones do I need? Well, we’re here to help! 

In this article, we’ll take a look at 22 of the most effective B2B marketing tools in 2023 and what they have to offer your business. 

1. SE Ranking

This is an all in one SEO platform that includes everything you would want from keyword research tools, a backlink checker to rank tracking among many other things. SE Ranking has been one of our favourite SEO platforms for years now. It is fast, reliable and gives you access to the core data in the SERPS making it easy for clients or employees to follow what they need. With the intro plan starting from just $30 USD per month with more than enough features on this tier to get your SEO strategy up and running. Including: 

  • Flexible SEO reporting
  • Competitive & keyword research
  • Backlink audit tool
  • Website audit
  • SEO project hub

The software is a vital addition to your B2B tech stack so you can scale the Google rankings quick smart and stay one step ahead of your competitors. If SEO is new to your B2B business and you're not sure how to approach it check out our guide to SEO for professional services to get your organic traffic flowing in no time.

2. Surfer SEO

This helps build in-depth content templates to ensure you have the highest possible chance of ranking for a chosen keyword . It makes it easy to build a content strategy from scratch and even has a keyword cloud tool for choosing the best topic and keyword to focus on. With an easy-to-follow template format for crafting new content for your site, using aggregated data of what is currently ranking on page one it's a truly innovative SEO solution.

From service pages to blog posts and landing pages, marketers can create a wide variety of content to build their brand and drive traffic. It also has a super handy Google Docs extension so you can optimise straight from your source docs, making it a seamless integration for your copywriters.

Surfer SEO


3. Jasper 

Jasper is an AI copywriting software that enables you to create personalized content. You simply write your text and then select a template - like one for blog posts or social media updates. The program will then produce the desired content based on what you've written, you can ask it to write about anything - your product, your business, or even the weather! 

With a range of templates to choose from, you can use this tool to keep your blog, social media profiles, and other forms of content up to date. Maybe you already have a well-established presence online, and you're looking to do some more effective advertising. Well, this AI copywriting software can help there, too. You can employ Jasper for things like Google Ads headlines, SEO descriptions, blog posts that get shared to social media profiles or even the text on your flyers and business cards. In fact, once you start typing, you'll find that Jasper can help with just about anything. All in all it’s a great ace up your sleeve to create high quality B2B content for your online marketing quickly and gain an edge over your competitors. 

Jasper dashboard

4. Mailchimp 

This is a well-known email marketing service that lets businesses set up basic marketing automation and send bulk personalised emails to databases. 

It’s a simple and affordable way (with a solid free plan available to get you started) to build your mailing list and send out newsletters, post-purchase emails and much more. The easy drag and drop editor makes it possible to personalise your emails for different events, like product launches and company milestones, and the powerful analytics gives you a better idea of what content your customers want to see.

mailchimp workflow

5. HubSpot 

HubSpot is an all-inclusive inbound marketing platform that offers many features to improve your online presence and help move customers along the marketing funnel. This includes everything from blogging and SEO to landing pages, marketing automation, website traffic reports, and in-depth analytics. However, the software is most well known for its customer relationship management (CRM) component, this allows you to handle and analyse customer interactions and data throughout the consumer journey.

Sounds like it’s got it all right? Well, it basically does! You can halve your tech stack with this great platform, a true jack of all trades. It also has a very generous entry-level subscription allowing you to use the following features for completely free: 

  • Contact management
  • Company records
  • Deals
  • Tasks & activities
  • Company insights
  • Gmail and Outlook integration
  • Website forms
  • Ads management (Google, Facebook & LinkedIn)
  • Email tracking & notifications
  • Email templates
  • Reporting dashboards

B2B and B2C businesses of all sizes, in numerous industries, such as accounting, marketing, sales, construction, retail, real estate and more can use HubSpot. It also has the ability to enhance the software's features with marketing and sales add-ons.

Hubspot contact record

6. Pardot 

Is offered by the global powerhouses Salesforce and is a B2B marketing automation solution that helps companies create meaningful connections, generate more pipelines, and empowers sales teams to close more deals. It encompasses what you would expect from any enterprise-level all in one platform including marketing automation flows, landing pages, email marketing, SEO monitoring, automated reporting and a sales tool. The only tradeoff vs its competitors is you will be working from the well-known but ‘clunky’ Salesforce UX and have to pay a premium price tag for this platform. If you’re already running Salesforce in-house but looking to expand into B2B marketing we’d recommend you check it out!

Pardot software

7. Marketo 

Marketo is a great B2B marketing automation tool offered by Adobe and is one of the most connected and open marketing platforms on the market. The marketing technology enables you to do lead management, marketing automation, lead scoring, account-based marketing, digital advertising, email marketing, real-time personalization, reporting, marketing ROI, campaigning, event marketing, and much more. Similar to other all in one solutions such as Salesforce or HubSpot, except you will have to pay premium enterprise prices for it. But is definitely worth checking out if you need a versatile platform with a strong B2B focus with its core features. 

marketo engage dashboard

8. AdEspresso 

AdEspresso is an easy-to-use social ads manager allowing you to create campaigns within minutes across multiple channels including Facebook, Instagram, and Google Ads. With additional features allowing for simple split testing, a grid composer and automatic page post promotion. If these platforms are of advertising interest but you don’t have the time or resources to run them manually it can be a great way to centralise your social media advertising and get if off the ground quick smart. Allowing you to spend more time on your business and less time battling various native interfaces and researching ads best practices. 

Adespresso ad template

9. Slack 

This is a modern-day communication tool now widely used in most offices around the world as a replacement for email. Its primary function is to allow businesses to create chat groups that can be assigned various tasks or project roles that are shared by colleagues through the Slack interface so it becomes easier than ever to collaborate with your team.

Slack is great for B2B companies that are on the go, or find themselves working in several different locations throughout the day since you can access Slack on both desktop and mobile devices, allowing your business owners to take advantage of more than 100 apps that can be connected to your chat group. Slack is also great for storing important messages, files and updates that can be shared instantly with any person or group.

Slack UX

10. Zoom 

A tool that rose to great prominence throughout the pandemic, this video conferencing software has become synonymous with the modern remote workers routine. It's great for connecting with employees, visiting clients or hosting webinars, and it offers HD quality audio and the ability to have up to 50 people on a call at once. It certainly beats having to schedule a meeting on Google Hangouts, especially if you're working with someone in the US or another country that isn't your own.

The basic plan starts at just $15 USD per month, so there is no excuse not to have it part of your tech stack. And the free version boasts some features available on more pricey competitor options, such as unlimited screen share and the amazing app integrations. So this is a great option for those on a budget.

Zoom home screen

11. Moz

Moz is a popular B2B marketing SEO tool that offers a range of features, including:

  • A domain and page authority index/tool that allows B2B businesses to track their website authority over time in comparison to key competitors
  • A content analysis tool that helps businesses to measure the performance of their content 
  • A link management tool that helps businesses to track and analyse their backlinks
  • A social media monitoring tool that helps businesses to track their social media performance

Moz is a popular tool with businesses of all sizes and offers a range of features that can help businesses to improve their SEO, content marketing, and social media campaigns.

moz pro

12. Google Optimize

Google Optimize is a free A/B testing tool offered by Google that helps businesses to test different versions of their website to see which performs best. It offers a simple user interface and a wide range of features, including:

  • The ability to test different versions of your website pages
  • The ability to test different variations of your website content- The ability to test different versions of your website’s design
  • The ability to test different website goals

Google Optimize is a popular tool with businesses of all sizes and is free to use. It offers a wide range of features that can help businesses to improve their website’s performance. We recommend using this once your marketing has started to mature to see solid incremental improvements on your paid advertising and organic conversion rates by deploying landing page testing.  

Optimize dashboard

13. Google Analytics 4

Google Analytics is a free web analytics tool offered by Google that helps businesses to track and measure the performance of their website. It offers a wide range of features, including:

- The ability to track website visitors and see where they came from

- The ability to track how long visitors stay on your website and what pages they visit

- The capability to track website conversions and see how your site is performing in terms of generating leads/sales

This tool has very much become synonymous with marketing in general and is the backbone of your website analysis. It can be complex if you're new to it but there is a wealth of free resources on Google's knowledge base to get you up and running. 

GA4 home

14. ActiveCampaign 

ActiveCampaign is a popular email marketing and automation tool that offers a wide range of features, including:

  • The functionality to create and send customised emails
  • The ability to track the performance of your email campaigns
  • The features to segment your email lists
  • The ability to create automated email campaigns and customer lifecycle workflows

It operates in the same realm as Salesforce and HubSpot assisting your lifecycle marketing funnels. The area it really thrives in comparison to these large competitors is the wide range of third-party apps that are available to integrate with the automation function. From sending a bulk SMS, sending automated reports to stakeholders to automatically updating a Google Sheet ActiveCampaign can do it!

Activecampaign home

15. AppSumo

AppSumo is a website that provides deals on software products. It offers exclusive discounts on popular tools, which makes it a great resource for B2B teams to find some new tech. Covering a wide range of uses it has software from SEO tools to lead management platforms making it a one-stop-shop for all your business software needs.

Appsumo logo

16. BuzzSumo

This content audit tool is used to find out how well your company's information is performing and where you need to improve, it's also great at identifying trends across the web. It allows your B2B content marketing team to create new content ideas quickly, and track the impact of your existing material.

Buzzsumo dashboards

17. Plezi

Plezi is a unique and effective platform that allows you to simplify inbound marketing and streamline your efforts. Key features it can assist your B2B business with include automating email newsletter sends, scheduling and publishing content on social media, ad platform management and performance landing page creation.

It also offers a great free package to test out if it fits in your marketing tech stack giving you access to; forms & automated emails, lead activity tracking and SEO/web analytics dashboards.

Plezi software dashboard

18. LinkedIn Sales Navigator

LinkedIn Sales Navigator is a powerful tool that can assist a B2B marketing team in a number of ways. First, it can help identify potential leads through its powerful search capabilities. Second, it provides a wealth of information about potential leads, including contact information, company size, and recent company news. Finally, it allows users to track the progress of their sales pipeline and measure the success of their marketing campaigns.

If you're looking to take your B2B marketing to the next level, consider using LinkedIn Sales Navigator. It's an invaluable tool that can help you close more deals and win more business.

linkedin sales navigator screenshot

19. Drift

As a conversational marketing platform, I've found Drift to be an invaluable tool for engaging with prospects and customers through live chat, chatbots, and video. Its key features include lead qualification, meeting scheduling, and personalized customer support, which significantly enhance customer experience.

Key Features:

  • AI-powered chatbots for lead qualification
  • Live chat with website visitors
  • Video messaging for personalized outreach
  • Integration with CRM and marketing automation tools

Entry Pricing Level: Drift offers a free plan with basic features, while the paid plans start at $40 per month for the Standard plan when billed annually.

drift software homepage

20. Terminus

As an account-based marketing (ABM) platform, Terminus has helped me identify, target, and engage high-value accounts effectively. Its account targeting, audience segmentation, and personalized messaging features enable the creation of tailored campaigns to drive growth.

Key Features:

  • Account identification and targeting
  • Audience segmentation
  • Personalized messaging and content
  • Account engagement analytics and reporting

Pricing: Terminus pricing isn't publicly available, so you'll need to contact their sales team for a custom quote based on your specific requirements.

terminus software homepage

21. Ahrefs

Ahrefs is another great comprehensive SEO tool for boosting search rankings and driving organic traffic.

Key Features:

  • Keyword research and ranking tracking
  • Backlink analysis and monitoring
  • Site audits for on-page optimization
  • Competitor analysis and content research

Entry Pricing Level: Ahrefs offers a Lite plan starting at $99 per month, billed monthly, or $82 per month, billed annually.

ahrefs seo dashboard

22. Vidyard

As a video marketing platform, Vidyard has empowered me to create, host, and share video content effectively. Its range of video creation tools and analytics has enabled me to generate leads, increase engagement, and measure the impact of my video marketing efforts.

Key Features:

  • Video hosting and sharing
  • Video creation with screen recording and webcam
  • Video analytics and engagement tracking
  • Personalized video experiences and interactive content

Entry Pricing Level: Vidyard offers a free plan with basic features, while their paid plans start at $19 per month for the Pro plan when billed annually.

vidyard dashboard overview

Final Thoughts

These are just some of the top B2B marketing tools that your business can use to increase sales. Whether you're looking for a way to improve Facebook ads, automate SEO tasks or create content that will boost your rankings on Google, these 22 software programs provide everything you need to get well on your way to executing a solid well-rounded B2B marketing strategy.


What are B2B tools?

B2B tools are a specific type of software that is used by businesses to connect with other businesses. They can be used to manage customer relationships, create and distribute content, and measure the performance of marketing campaigns.

What is B2B marketing?

B2B marketing is the process of marketing products or services to other businesses. It differs from B2C marketing in that it requires a more complex sales process and a deeper knowledge of the buyer’s needs.

What is the purpose of B2B marketing?

The purpose of B2B marketing is to create and nurture relationships with potential and current customers in order to generate sales.

What are the benefits of using B2B marketing tools?

Some of the benefits of using B2B marketing tools include:

- Increased visibility and reach: With the right tools, businesses can connect with a larger audience of potential customers.

- Improved customer engagement: By automating certain tasks, such as content distribution, businesses can ensure that their customers always have access to fresh content.

- Greater efficiency: B2B marketing tools can help businesses to streamline their marketing efforts, making it easier to reach their target audience.

- Increased ROI: By using the right tools, businesses can improve their ROI and get better results from their marketing campaigns.

How do I choose the right B2B marketing tool for my business?

There are a number of factors to consider when choosing a B2B marketing tool, including:

  • The size and type of your business
  • The type of products or services you offer
  • The target market you are targeting
  • Your budget
  • The features and functions of the tool

It is important to choose a tool that fits the needs of your business and that you can afford. It is also important to make sure that the tool has the features and functions that you need to achieve your marketing goals.

Disclosure: Some of the links provided in this blog are affiliate links. We will be paid a commission if you use this link to make a purchase (we only use these for the software we use personally, so rest assured it's really good tech, we promise!).