Skip to main content

There are so many different B2B marketing platforms that making a shortlist of the best can be tricky. You want something that specializes in strategies tailored for the B2B market, focusing on lead generation, nurturing business relationships, and driving sales—and now need the right tool for your business and team. I've got you covered! In this post, I share from my personal experience using many different B2B marketing tools, and share my picks of the best B2B marketing platforms overall.

Why Trust Our Reviews

We’ve been testing and reviewing marketing software since 2022. As marketing experts ourselves, we know how critical and difficult it is to make the right decision when selecting software.

We invest in deep research to help our audience make better software purchasing decisions. We’ve tested more than 2,000 tools for different marketing use cases and written over 1,000 comprehensive software reviews. Learn how we stay transparent & our software review methodology.

The 12 Best B2B Marketing Platform Summary Table

Preview Image - <h2 class="c-block__title b-summary-table__title c-listicle__title h3" > Compare Software Specs Side by Side</h2>

Compare Software Specs Side by Side

Use our comparison chart to review and evaluate software specs side-by-side.

Compare Software

How to Choose B2B Marketing Platforms

When selecting software for your business, especially when considering a specialized tool such as B2B marketing platform, it's essential to approach the decision with a strategic mindset. Here’s a checklist that balances general software selection principles with specific considerations for B2B marketing platform:

  1. Business Needs and Software Functionality: Start by clearly defining your business needs and objectives. For SMS marketing software, consider how you plan to use it for engaging customers, such as sending promotions, updates, or conducting surveys. Ensure the software offers the specific features you need, like automated responses, segmentation capabilities, and integration with your CRM system.
  2. Ease of Use and Interface: The software should have an intuitive interface that your team can navigate without extensive training. For SMS marketing tools, this includes straightforward campaign creation, contact list management, and message scheduling functionalities.
  3. Integration Capabilities: Evaluate how well the software integrates with other tools you currently use, such as your ecommerce platform, customer database, and social media. Seamless integration enhances efficiency and streamlines workflows.
  4. Scalability: The software should be able to grow with your business. For SMS marketing, consider if the software can handle increasing volumes of messages and contacts as your customer base grows.
  5. Compliance and Security: Ensure the software complies with relevant regulations, such as GDPR in Europe or TCPA in the USA, regarding customer data and communication. It should also offer robust security measures to protect sensitive information.
  6. Cost and ROI: Consider the software’s pricing model and overall cost, including any setup fees, monthly or annual subscriptions, and charges for additional services. Evaluate the potential return on investment by estimating how the software could increase sales or improve customer engagement.
  7. Customer Support and Resources: Look for a software provider that offers reliable customer support, including tutorials, FAQs, and responsive customer service, to assist with any issues that arise.
  8. Performance and Reliability: The software should be dependable, with minimal downtime, to ensure consistent communication with your customers. Check for any known issues with software performance or reliability.
  9. Feedback and Reviews: Research what other users have to say about the software. User reviews can provide insight into how the software performs in real-world scenarios and any potential challenges or limitations.
  10. Future Updates and Developments: Consider the software provider's commitment to updating and improving the software. For SMS marketing, this could include new features that enhance message personalization, automation, or analytics capabilities.

By carefully considering these factors, you can choose SMS marketing software that not only meets your immediate needs but also supports your business's growth and evolution over time.

Best B2B Marketing Platform Reviews

Below are my comprehensive reviews of the 12 best B2B marketing platforms to help you manage your marketing campaigns and measure their results.

Best for push messages

  • 14-day free trial
  • From $74/month (billed annually)
Visit Website
Rating: 4.4/5

Intercom is a conversational marketing tool that uses push messages to connect with potential customers at the best times.

Why I picked Intercom: The platform is a top B2B marketing platform that helps your business capture leads and convert them through push messaging capabilities. Intercom’s capabilities allow you to engage leads through in-app messages and provide support through live chat and AI bots. When customers reach out to your marketing team, you can route them and their accounts directly to the right person in real-time.

Intercom Standout Features and Integrations

Standout features include tools to help you onboard, engage, and activate new customers and convert more site visitors into paying clients. Intercom also offers a centralized location that enables you to get all data and reporting working together.

Integrations include connections with over 300 third-party applications to increase team efficiency and productivity, such as CloudTalk, Freshdesk, Google Analytics, Hevo, Hubspot, Outreach, Pipedrive, Salesforce, Trello, Zoho Desk, and other software options. You can also use a paid Zapier account and the platform’s API to create custom integrations between Intercom and your current toolset.

Pros and cons

Pros:

  • Organizes customer details
  • Delivers accurate information
  • User-friendly platform

Cons:

  • Has some latency issues
  • Not suitable for small businesses

Best for email marketing

  • 30-day free trial + free plan available
  • From $13/month
Visit Website
Rating: 4.3/5

Mailchimp is a well-known email marketing automation platform that helps B2B businesses create more intelligent email campaigns to connect audiences with the right message.

Why I picked Mailchimp: Email marketing is a popular form of online marketing that has been around for a long time, and for good reason - with this marketing method, you can create effective newsletter and email marketing campaigns. So, I added Mailchimp to this list because it’s the leading solution for email marketing campaigns. With Mailchimp, you can create campaigns with effective templates, implement automated emails based on the customers’ journey, receive relevant insights, and get helpful feedback to create better emails.

Mailchimp Standout Features and Integrations

Standout features include tools to help you monitor ROI through detailed revenue reports that track sales from campaign clicks all the way to purchase. Mailchimp also empowers you to understand audience behavior, identify who interacts with your email campaigns, and determine whether they’ve clicked, downloaded content, or purchased.

Integrations include connections with third-party applications to make Mailchimp more beneficial to your B2B business, such as Adobe Photoshop, Canva, Google Analytics, Jotform, Mixpanel, QuickBooks Online, Salesforce, Shopify, Typeform, Zendesk, and other software options. You can also use Mailchimp’s API or a paid Zapier account to create custom integrations with your current systems.

Pros and cons

Pros:

  • Excellent drag-and-drop tools
  • High number of integrations
  • Allows for fast implementation

Cons:

  • User interface can be confusing
  • Setting up email campaign automation is tedious

Best for conversion tracking

  • Free demo available
  • Pricing upon request
Visit Website
Rating: 4.4/5

LeadsRX provides a comprehensive conversion tracking solution that provides the insights, technology, and confidence needed to enhance marketing performance.

Why I picked LeadsRX: The platform helps B2B marketing teams collect essential, impartial, cross-channel conversion tracking tools. LeadsRX will help your teams understand why conversions are at the levels they are now. You can use the solution to see which lead touchpoints, or a combination of them, that result in the most efficient acquisition costs and higher return on ad spend.

LeadsRX Standout Features and Integrations

Standout features include tools to help you build customer journeys across multiple marketing channels and programs, allowing you to identify how customers are developing relationships with your brand. LeadsRX also provides a privacy studio feature that helps your brand protect data and control how it's stored in your business.

Integrations include connections with popular marketing tools such as Act-On, AdRoll, CallRail, Google Analytics, Hubspot Marketing Hub, Mailchimp, Marketo, Optimizely, Salesforce, WordPress, and other software options.

Pros and cons

Pros:

  • Easy for teams to use
  • Provides extensive conversion data
  • Allows for comprehensive marketing plan creation

Cons:

  • Takes time to sync reports
  • Data visualizations can be confusing

Best for B2B SEO

  • Free plan available
  • From $29/month
Visit Website
Rating: 4.8/5

Marketing Miner is an in-depth B2B SEO marketing tool for marketing teams to improve search engine rankings and increase traffic.

Why I picked Marketing Miner: The platform is a B2B SEO marketing tool that empowers businesses to collect marketing data to help rank websites on search engines. Marketing Miner enables you to get valuable SEO insights and keyword and website overviews, analyze this information, and add it to in-depth reports. You can also use Marketing Miner to track and manage all aspects of online visibility, including rank tracking and brand mentions.

Marketing Miner Standout Features and Integrations

Standout features include SEO audits that help you discover technical challenges that are impacting your website’s ranking on search engines. Marketing Miner also offers link-building opportunities to enhance your website’s backlink profile.

Integrations include connections with various third-party applications, such as Ahrefs, Google Analytics, Google Data Studio, Google Search Console, Google Sheets, and Majestic. You can also create custom integrations through the platform’s API.

Pros and cons

Pros:

  • Helps rank websites on search engines
  • Affordable pricing
  • Wide range of SEO features

Cons:

  • No backlink checker functionality
  • User interface needs work

Best for customizability

  • Free demo available
  • From $800/month
Visit Website
Rating: 4.2/5

emfluence Marketing Platform offers a highly customizable B2B marketing solution that enables users to get the exact tool they need for their business.

Why I picked emfluence Marketing Platform: I decided to add emfluence Marketing Platform to this article because the vendor can help you customize the solution to meet your needs. The vendor’s development team can build new functionality and features in the tool based on your requirements and budget. The emfluence Marketing Platform’s team is always available to help you make the most of your B2B marketing campaigns, whether you need mid-campaign help or guidance for the next steps.

emfluence Marketing Platform Standout Features and Integrations

Standout features include marketing automation tools that allow you to create automated campaigns through visual capabilities in a drag-and-drop dashboard. The platform also provides web tracking capabilities that collect actionable data regarding how visitors engage with your website.

Integrations include flexible connections with other technologies that are the best in the industry, such as Email on Acid, Microsoft Dynamics 365, Nifty Images, ReturnPath, Salesforce, TapClicks, WordPress, and Yext. You can also create custom integrations through a paid Zapier account or the platform’s API.

Pros and cons

Pros:

  • Offers marketing agency services
  • Helpful support team
  • Provides fast ROI

Cons:

  • Pricing isn’t suitable for smaller businesses
  • Some features aren’t updated

Best for lead identification

  • 14-day free trial + free plan available
  • From $139/month

Leadfeeder is a lead generation tool designed for B2B businesses that can help identify who is visiting websites without having them fill out any forms.

Why I picked Leadfeeder: The platform is a unique tool available for B2B marketing teams because it can help your company identify which companies are browsing your website, allowing you to reach out to them. Leadfeeder will help you identify leads to start qualifying, nurturing, and closing processes for them. With Leadfeeder, you can discover who is visiting your site, how they got there, and the pages they’re clicking on.

Leadfeeder Standout Features and Integrations

Standout features include account-based marketing tools to help you identify new accounts, understand the best accounts to target, and enhance campaigns with visitor data. Leadfeeder can also help you qualify leads with automatic scores based on web activity., allowing you to focus on high-value prospects.

Integrations include connections with third-party tools that allow you to enrich your current systems with high-level visitor data, such as ActiveCampaign, Google Analytics, Google Chat, Google Looker Studio, Hubspot CRM, Mailchimp, Microsoft Dynamics 365, Pipedrive, Salesforce, Slack, and other software options. You also have the option of using Leadfeeder’s API or a paid Zapier account to create custom integrations.

Pros and cons

Pros:

  • Excellent onboarding process
  • Good user interface
  • Analyzes and tracks website visitors

Cons:

  • Vendor sends continuous spam emails
  • Customer support needs work

Best for large enterprises

  • Free demo
  • From $1,250/month, billed annually

Salesforce Marketing Cloud is an enterprise B2B marketing platform that helps marketing teams work better with sales departments. It creates more customer relationship connections and generates more sales leads.

Why I picked Salesforce Marketing Cloud: The platform is one of the leading B2B marketing platforms, with a fully functional solution that’s easily customizable to match your business needs. Salesforce Marketing Cloud helps large enterprises create beneficial connections by generating more customers in the marketing funnel pipeline, allowing sales teams to close more opportunities. Salesforce Marketing Cloud is an ideal choice for B2B marketers within a large enterprise because it’s built to approach a large number of people at the right time with the right message, thanks to its pre-built marketing KPIs and best practices.

Salesforce Marketing Cloud Standout Features and Integrations

Standout features include a centralized database that allows marketers to manage customer and prospect data, track interactions, segment audiences, and personalize campaigns. Salesforce Marketing Cloud also has marketing automation capabilities that can handle repetitive tasks and nurture leads at scale.

Integrations include connections with almost 200 third-party applications you’re likely already using, such as BigMarker, Brevo, CallRail, Driftrock, Google Analytics 360, Hubspot Marketing Hub, Instapage, LeadsBridge, Pipeliner CRM, Tableau, and other software options. You can also use the platform’s API and a paid Zapier account if you need custom integrations.

Pros and cons

Pros:

  • Convenient reporting and dashboards
  • Multichannel marketing capabilities
  • Advanced artificial intelligence tools

Cons:

  • Large data loads are slow to process
  • Steep learning curve

Best for generating sales-ready leads

  • Free plan available
  • From $249/month

Marketing Optimizer is a B2B marketing software that helps B2B organizations turn more leads into sales-ready opportunities.

Why I picked Marketing Optimizer: As you may already know, marketing and sales teams can work together closely, and your teams can hand off hot leads to your sales department. With Marketing Optimizer, you can collect more sales-ready leads and hand them to your organization’s sales team to close them. The platform helps you understand what content on your website works and which needs improvement, allowing you to focus more on the campaigns and strategies that work.

Marketing Optimizer Standout Features and Integrations

Standout features include A/B testing tools that empower you to optimize your website for more leads and learn which messaging performs best. Marketing Optimizer also has email marketing capabilities that enable your team to easily create email campaigns, such as newsletters, notices, and promotions, and send them to the right audiences.

Integrations include connections with a few third-party applications, like Unbounce, VWMo Testing, and WordPress. You can also use the platform’s API to develop custom integrations.

Pros and cons

Pros:

  • Intuitive interface
  • Helps users connect with leads over email
  • Simple lead generation

Cons:

  • No segmentation tools
  • Small number of integrations

Best for marketing automation

  • Free demo available
  • Pricing upon request

Adobe Marketo Engage is a comprehensive B2B marketing platform that provides extensive automation capabilities to help B2B businesses engage with the right audiences.

Why I picked Adobe Marketo Engage: The platform delivers high-quality automation capabilities that will help your business identify, engage, and convert the right audiences. With Adobe Marketo Engage, you can automate everything from lead management and email marketing to ABM campaigns and attribution. Adobe Marketo Engage has everything you need to drive more revenue into your B2B organization.

Adobe Marketo Engage Standout Features and Integrations

Standout features include lead nurturing capabilities that allow you to nurture leads throughout every stage of the customer journey and deliver relevant customer experiences. The platform also offers reporting and analytics tools that cover extensive information about B2B buyers’ journeys.

Integrations include connections with beneficial business tools such as Crossbeam, Oktopost, ON24, Outgrow, PathFactory, RainFocus, Skilljar, streamGo, Survicate, ZoomInfo, and other software options. You can also use the platform's API or a paid Zapier account for custom integrations.

Pros and cons

Pros:

  • Real-time personalization
  • Excellent workflow management
  • Complete marketing automation capabilities

Cons:

  • Steep learning curve
  • Outdated interface

Best for multiple integrated tools

  • Free demo available
  • Pricing upon request

Google Marketing Platform provides multiple integrated Google tools to offer a unified advertising and analytics solution for more innovative B2B marketing.

Why I picked Google Marketing Platform: Through the Google Marketing Platform, your B2B marketing team will get access to multiple integrated tools, helping you reach your marketing targets. With these tools, you can collect valuable information, gain new insights into which campaigns are working, and develop more robust customer relationships. Google Marketing Platform also provides tools that help you optimize content, understand how your site is performing on search engines, and track social networking sites.

Google Marketing Platform Standout Features and Integrations

Standout features include the Google Data Studio, which collects and organizes data and converts it to customizable reports. You can also use the platform’s Campaign Manager 360 tool to get comprehensive overviews of all digital media campaigns.

Integrations include connections with tools outside of the Google product line, such as Business Warrior, BySide, Calltracks, Commission Factory, Fone Dynamics, Ketch, MSIGHTS, Sightly, Signal AI, Telaria, and other software options.

Pros and cons

Pros:

  • Consists of multiple Google tools
  • Seamless integration with Google products
  • One-stop shop for marketing tools

Cons:

  • Not many integrations with systems outside of Google
  • Not suitable for small businesses

Other B2B Marketing Software

As a bonus, I’m giving you another brief list of other B2B marketing platforms that every B2B marketer should consider to enhance their campaigns to their fullest potential.

  1. Zoho CRM

    Best for relationship management

  2. HubSpot Marketing

    Best all-in-one B2B marketing tool

  3. Buffer

    Best for social media campaigns

  4. Unbounce

    Best for conversion intelligence

  5. 6sense

    Best for marketing AI

  6. Ahrefs

    Best all-in-one SEO tool

  7. BuzzSumo

    Best for content research

  8. StackAdapt

    Best for multichannel marketing

  9. monday CRM

    Best for task management

  10. Paperflite

    Best for content collaboration

If you still haven't found what you're looking for here, check out these tools closely related to digital marketing strategy that we've tested and evaluated.

Selection Criteria for B2B Marketing Platforms

Selecting the right B2B marketing platform involves a careful evaluation of what they have to offer. Through extensive personal trials and research, I've developed criteria to guide software buyers towards making an informed decision.

Core Functionality - 25% of total weighting score:

  • Automated email marketing campaigns for lead nurturing
  • CRM integration for enhanced lead and customer data management
  • Lead scoring to prioritize and qualify leads effectively
  • Multi-channel marketing capabilities for a cohesive strategy across platforms
  • Analytics and reporting tools for measuring campaign performance and ROI

Additional Standout Features - 25% of total weighting score:

  • Advanced AI-driven insights for predicting customer behavior
  • Personalized content delivery mechanisms that adapt to lead interactions
  • Integration with emerging marketing channels, such as podcast advertising
  • Tools for account-based marketing strategies
  • Platforms leveraging blockchain for secure and transparent customer data management

Usability - 10% of total weighting score:

  • Intuitive design that simplifies complex operations, like drag-and-drop campaign builders
  • Clear, concise dashboards that provide at-a-glance insights
  • Mobile optimization for on-the-go campaign management and monitoring

Onboarding - 10% of total weighting score:

  • Comprehensive training videos that guide through platform functionalities
  • Pre-designed templates for rapid campaign setup
  • Interactive product tours and chatbots for immediate assistance
  • Regularly scheduled webinars for advanced training and tips

Customer Support - 10% of total weighting score:

  • 24/7 availability through multiple channels (chat, email, phone)
  • Dedicated account manager for personalized guidance
  • Active user communities for peer-to-peer support and learning

Value For Money - 10% of total weighting score:

  • Transparent pricing models without hidden fees
  • Flexible plans that grow with your business needs
  • Free trials or demos to test functionality before committing

Customer Reviews - 10% of total weighting score:

  • High satisfaction scores across diverse industries
  • Positive comments on specific features like ease of use and customer support responsiveness
  • Case studies showcasing successful implementation and impact

By meticulously applying these criteria, businesses can choose a B2B marketing platform that not only meets their immediate needs but also aligns with long-term growth and success strategies.

Here are some trends I’ve noticed for B2B marketing technology, plus what they might mean for the future of the marketing industry. I sourced countless product updates, press releases, and release logs to tease out the most important insights.

  • Integration of AI and Machine Learning for Predictive Analytics: AI and machine learning technologies are being increasingly integrated into B2B marketing platforms to offer predictive analytics capabilities. This allows marketing professionals to better understand customer behaviors and predict future trends, enabling more targeted and personalized marketing strategies. Evidence of this trend is seen in platforms that now offer AI-driven insights for optimizing campaign performance and forecasting sales trends.
  • Emphasis on Personalization and Customer Experience: There's a growing trend towards providing highly personalized customer experiences. B2B marketing platforms are evolving to include features that allow for the customization of content and messages based on the recipient's behavior and preferences. This trend is in response to the demand for deeper customer engagement and the need to stand out in a crowded market.
  • Rise of Account-Based Marketing (ABM) Tools: ABM tools are becoming more sophisticated, allowing marketing and sales teams to target high-value accounts with tailored strategies. The rapid evolution of ABM functionalities within B2B marketing platforms underscores the shift towards more strategic, focused marketing efforts rather than broad-based approaches.
  • Increased Focus on Omnichannel Marketing: Omnichannel strategies are becoming essential, as B2B buyers expect consistent, personalized experiences across all touchpoints. B2B marketing platforms are rapidly evolving to support seamless integration across various channels, including social media, email, webinars, and more, to ensure a unified brand experience.

These trends indicate a shift towards more personalized, data-driven marketing strategies that leverage advanced technologies to engage and convert enterprise leads.

What Is a B2B Marketing Platform?

A B2B marketing platform is a specialized suite of tools and technologies designed for businesses to market their products or services to other businesses. Unlike consumer-focused marketing, it emphasizes strategies for long-term relationship building, lead generation, and tailored communication to meet the specific needs of business clients.

The purpose is to provide features like CRM integration, analytics, content management, and automated marketing processes, all geared towards enhancing the efficiency and effectiveness of B2B marketing campaigns.

Features of B2B Marketing Platforms

Here are some of the top features I considered when researching the tools above. This isn’t an exhaustive list, but they’re the key capabilities that will make them beneficial to your organization.

  • Targeted Audience Reach and Segmentation: Creating targeted audiences simplifies marketing activities when directing and educating a specific type of buyer, saving money and time on customers that might not provide a high ROI.
  • Lead Generation and Conversion Tracking: For-profit B2B businesses monitor lead generation efforts and track information regarding new leads to discover which marketing channels are producing the best results while also calculating which have the highest closing ratios.
  • Marketing Automation and Workflow Management: B2B marketing platforms can help businesses automate functions such as outreach, report delivery, and workflows to notify teams about specific actions, deliver details frequently, and build workflows.
  • Real-Time Visibility: B2B marketing solutions provide real-time notifications and alerts for specific events, allowing marketing teams to see what relevant audiences are doing when they come across campaigns and visiting websites.
  • Marketing Analytics: Businesses can use B2B marketing tools to get detailed analytics about marketing efforts, such as drip, email, conversion, and source analytics, helping them run data-driven strategies.
  • Multichannel Marketing: An organization can engage customers across multiple marketing channels with B2B solutions, empowering them to send push notifications, emails, SMS messages, and more, ensuring messages reach customers and leads on their preferred channels.

Benefits of B2B Marketing Platforms

By automating repetitive tasks and providing valuable insights into customer behavior, B2B marketing platforms offer a plethora of benefits that can significantly impact an organization's bottom line. Here are five primary benefits that users and organizations can expect from implementing a B2B marketing platform:

  • Enhanced Lead Generation and Qualification: By automating and optimizing lead generation and qualification processes, B2B marketing platforms help businesses identify and focus on high-value prospects more efficiently. This automation ensures that sales teams spend their time engaging with leads that are more likely to convert, thereby increasing the effectiveness of sales efforts.
  • Improved Marketing and Sales Alignment: These platforms facilitate better communication and coordination between marketing and sales teams by providing shared access to data, analytics, and lead scoring metrics. With improved alignment, both teams can work more cohesively towards common goals, leading to higher conversion rates and faster sales cycles.
  • Increased Efficiency Through Automation: Automating routine marketing tasks, such as email campaigns and social media postings, frees up valuable time for marketing teams to focus on strategic planning and creative tasks. This increased efficiency allows organizations to execute more campaigns with fewer resources, maximizing marketing ROI.
  • Data-Driven Decision Making: B2B marketing platforms provide detailed analytics and reporting features that offer insights into campaign performance, customer engagement, and market trends. Access to real-time data empowers businesses to make informed decisions, adapt strategies quickly, and better meet the needs of their target audience.
  • Scalability and Flexibility: As businesses grow, their marketing needs evolve. B2B marketing platforms are designed to scale, offering the flexibility to expand capabilities, add new features, and integrate with other tools as the organization's requirements change. This scalability ensures that businesses can continue to leverage their marketing platform, regardless of how their strategies or markets develop.

B2B marketing platforms stand at the forefront of technological advancement in the marketing domain, offering tools that not only simplify complex processes but also provide strategic advantages.

Cost & Pricing for B2B Marketing Platforms

Navigating the diverse range of B2B marketing platforms can be a daunting task, especially for software buyers who are new to this type of technology. Each platform often comes with a variety of plan options designed to cater to different sizes of businesses, usage needs, and budgets. Understanding the pricing and features associated with each plan is crucial for selecting the best software for your business needs.

Plan Comparison Table for B2B Marketing Platforms

Plan TypeAverage PriceCommon Features Included
Basic$500 - $1,000/monthEmail marketing, basic analytics, CRM integration
Professional$1,000 - $3,000/monthLead scoring, advanced analytics, multi-channel campaigns
Enterprise$3,000+/monthCustom integrations, dedicated support, AI capabilities
Free$0Limited email marketing, basic CRM, entry-level analytics

When selecting a plan, consider not only the immediate needs of your business but also potential future requirements. The right B2B marketing platform can grow with your business, offering scalability and flexibility to adapt to changing marketing strategies and goals.

Frequently Asked Questions

To help, I answered some of the most frequently asked questions to help you during your search for new B2B marketing tools.

What is the ROI of using a B2B marketing platform?

The ROI of using a B2B marketing platform can be significant, but it varies depending on several factors including the platform’s alignment with your business goals, how effectively you use its features, and the specific strategies you implement. Generally, these platforms can enhance lead generation, improve lead nurturing, and streamline sales processes, leading to a higher conversion rate and increased sales.

By automating tasks such as email campaigns, social media postings, and data analysis, B2B marketing platforms can also save time and reduce labor costs, contributing to an overall positive ROI. To accurately measure ROI, you’ll want to consider metrics such as cost savings, sales growth, and efficiency improvements before and after implementation.

What are effective B2B lead generation strategies?

Effective B2B lead generation strategies often hinge on creating valuable content that addresses the specific needs and pain points of your target audience. This could involve producing industry reports, hosting webinars, and publishing informative blog posts that not only showcase your expertise but also help potential clients solve their problems.

Another successful strategy is leveraging LinkedIn for networking and outreach, given its status as the premier social network for professionals. Email marketing, optimized with personalization and segmentation, remains a cornerstone for nurturing leads. Combining these strategies with a consistent, multi-channel approach can significantly boost your lead generation efforts.

What are key metrics for measuring B2B marketing success?

Key metrics for measuring B2B marketing success include lead conversion rates, which track the percentage of leads that turn into customers, and customer acquisition cost (CAC), which helps you understand the average expense of gaining a new customer. Additionally, customer lifetime value (CLV) is crucial as it indicates the total revenue a business can reasonably expect from a single customer account.

Engagement metrics, such as email open rates, webinar attendance, and content download rates, provide insight into how well your content resonates with your target audience. Lastly, the return on investment (ROI) for marketing campaigns is essential for evaluating the overall effectiveness of your B2B marketing strategies.

What are common challenges in B2B marketing campaigns?

One common challenge in B2B marketing campaigns is effectively reaching and engaging decision-makers within target organizations. These individuals often have limited time and are bombarded with marketing messages, making it difficult to capture their attention.

Additionally, the B2B sales cycle can be long and complex, requiring marketers to maintain engagement over an extended period. Another challenge is producing content that stands out and provides real value in a crowded marketplace. Finally, measuring the success of B2B marketing efforts can be complicated due to the indirect nature of some benefits, like brand awareness and industry influence.

How does B2B buyer behavior differ from B2C buyer behavior?

B2B buyer behavior differs significantly from B2C due to the nature of purchasing decisions and the buying process. B2B purchases are usually more strategic, involve higher stakes, and are made with the intent of using the product or service to improve the buyer’s business operations or profitability. Consequently, the decision-making process in B2B scenarios often involves multiple stakeholders and takes longer, as it includes a thorough evaluation of the product’s or service’s ROI.

B2B buyers also seek more in-depth information, prefer personalized communication, and value long-term relationships more highly than typical B2C consumers. Understanding these differences is key to crafting effective B2B marketing strategies that resonate with business customers.

How to use LinkedIn for B2B marketing?

LinkedIn has been a popular platform for B2B marketers, and you can expect it to stay that way for a long time. The network is a top social media channel for engagement with B2B marketers. Here’s a look at how B2B marketers use LinkedIn to their advantage.

  • LinkedIn Ads: As B2B marketers create their ideal customer avatar, they can use LinkedIn Ads to optimize advertisements based on their targets’ job titles, company names, industries, interests, and more, offering marketing strategists a range of possibilities to create exciting ads that connect with ideal audiences.
  • Sponsored Messaging Ads: This allows B2B marketers to create brief, clear messages to the people they need to communicate with while avoiding the appearance of standard advertisements that they normally find on their feeds.
  • LinkedIn Pages: A LinkedIn page allows you to have a place in the professional community and connect with clients, leads, and colleagues while also engaging with audiences and creating robust brand awareness.
  • LinkedIn Learning: Education is never complete, and there are always new topics to learn and new practices to implement – and while LinkedIn Learning isn’t quite a marketing tool, it allows you to use a valuable asset for improving marketing campaigns by using online courses on business topics, professional development, and more.

How to use SEO for B2B marketing?

While having an informative and engaging business website is crucial, your site needs to be discoverable. You can achieve this through on-page SEO and technical SEO methods. These tactics include everything from an image’s alt-text and meta descriptions that your visitors can see to structured data and site speed, which they can’t see. Off-page SEO strategies, such as external link building and social sharing, are also essential for ranking on search engines, and they take place off of your website.

Additional B2B Platform Reviews

Marketing software can be split into more specific categories, which you can take a look at here if you need something that excels in one particular area. I've divided them by category to make it easier to find what you need.

The Takeaway

Choosing the right B2B marketing platform isn’t a simple task because you and your marketing team will depend on this tool to keep critical business aspects operational. Implementing a centralized area to manage and track strategies will allow you to be more efficient with future plans and ensure budgets and time are focused on high-growth activities. 

If you need more information regarding other marketing tools you can implement in your business, sign up for The CMO newsletter. As a subscriber, you’ll receive the latest software suggestions and marketing advice to help with your growth plans.

By Stephanie Hood

Stephanie Hood is an experienced marketing professional and Editor of The CMO. With nearly a decade spent as Marketing Manager at Discover Holidays and Executive Editor at VIVA Lifestyle & Travel, she built her career leading editorial and marketing teams and strategies that turn six-figure budgets into seven-figure profits. She now enjoys connecting with the world's top executives to learn their secrets to business success, and shares those insights right here with her community of like-minded professionals. Curious what she’s uncovered? Be sure to sign up for The CMO newsletter.