Best 10 B2B Marketing Tools in 2024

No efficient B2B marketing strategy would be complete without B2B marketing tools—and for good reason.

B2B marketing software platforms help improve sales and marketing efforts across levels by:

Allowing you to run tailored marketing campaigns on scale.
Enabling you to fine-tune outreach strategies to your target market and ICP.
Providing leads and existing customers with highly personalized experiences.
Boosting B2B marketing teams’ productivity by automating repetitive processes and letting them focus on areas that matter most.
Driving collaboration between sales and marketing teams.

However, for a B2B marketing tool to achieve all this, it has to be aligned with your unique use case, business objectives, and budget size.

That's where this guide comes in.

We tested dozens of B2B marketing tools, sifted through user reviews, and interviewed long-term users to find the best B2B marketing software for various user types and requirements.

As a result, we compiled a list of the top 10 B2B marketing tools, ensuring everyone will find their perfect match.

B2B Marketing Software Categories

Since there’s a wide variety of B2B marketing solutions, we divided them into 5 essential categories:

Lead enrichment tools that help you find the hottest leads and ICP matches.
Search Engine Optimization (SEO) tools to ensure your content is optimized for success.
Marketing automation tools to increase marketing efficiency.
Content creation tools to create content that converts.
Ad management tools that help you manage ad campaigns and ensure you’re targeting the right audience.

As most of these tools are not mutually exclusive, you can combine several to create your unique marketing suite tailored to your specific marketing strategy.

A Few Factors to Consider when Buying a B2B Marketing Tool

There are several characteristics every B2B marketing tool should have, such as:

Intuitive interface (for both managers and contributors)

Prioritize B2B marketing tools with user-friendly interfaces that are easy to learn and navigate.

Avoid overly complex tools that require extensive training or IT support. These platforms are supposed to be used by marketing and salespeople, not technical teams.

Cost-effectiveness (especially at scale)

Ensure that your chosen solution offers a good balance of functionality and size.

Also, ensure that the tool scales well, meaning that the costs won’t explode in your face as your business grows.

Automation capabilities

If you aren't automating, one of your competitors likely is.

Functionalities such as automated workflows, triggered actions, and AI-powered features can significantly boost the success rate of your B2B marketing efforts.

Solid integration range

Your systems must talk to each other to operationalize the best marketing strategy. Make sure the platforms you choose play well with each other.

Personalization flexibility

Sometimes, this means having the right data plugged into your systems.

Sometimes, it means having a platform that can handle deep personalization.

Either way, you can't compete in 2024 without hyper-personalizing campaigns.

Enough said. Let’s dive into our top 10 list!

What Are the Best B2B Marketing Tools?

1. Lead enrichment tools:

Warmly - Reveals and enriches website visitors.
Datanyze - Affordable 1-click lead enrichment from any web source.

2. SEO tools:

Ahrefs - Suite of SEO products for optimization across levels.
Frase - Content optimization tool and AI content writer.

3. Marketing automation tools:

Marketo - Cross-channel marketing orchestration.
Drip - Email marketing solution.

4. Content creation tools:

Descript - AI-powered video and podcast editor.
Copy.ai - Automated creation of various content types, from blogs to product descriptions.

5. Ad management tools:

RollWorks - Account-based marketing and advertising platform.
Metadata - All-round management of paid social ads.

Lead enrichment tools:

1. Warmly

We’ll start with Warmly, which is our solution.

Disclaimer: Although Warmly is our platform, we won’t try to convince you to choose it at all costs. We know who Warmly is best suited for marketing and sales teams that want to boost website lead generation and conversion rates. If that’s you, all the better. If not, we’re sure one of our other solutions will do the trick.

Warmly is a revenue orchestration platform that improves sales and marketing strategies by:

Identifying website traffic.
Enriching each identified visitor with granular data.
Automating essential sales and marketing processes.

Let’s look at some key features that make Warmly stand out in the lead enrichment category.

Feature #1: Website visitor identification

Warmly identifies both companies and individuals visiting your website, letting your marketing team:

Figure out if your website is optimized to attract your target audience.
Detect leads that best match your ICP.

Identify actual stakeholders surfing your website, allowing reps to create a hyper-personalized approach

The platform also offers options for tracking website traffic that came through specific email campaigns, allowing for:

More precise marketing attribution.
A deeper understanding of which approach works best with your leads.

The whole setup process is easy.

All it takes is pasting a snippet of Warmly’s code into your website - or emails - and the platform will start identifying companies and persons that land on your website in minutes.

Feature #2: B2B and intent data enrichment

Once Warmly identifies website visitors, it proceeds to enrich each with:

B2B data, including:

Contact details (phone numbers, email addresses, job titles, etc.).
Firmographic data (industry, size, employee count, location, and other company data).
Technographics (a business’s tech stack).
CRM data (account owners, ongoing and closed deals, previous interactions with your sales and marketing reps, etc.).
SEP data (e.g., interactions with specific outreach campaigns).

2. First-party intent data, which consists of insights into their website session, such as:

Pages they visited, with a focus on high-intent pages (e.g., pricing, specific features, comparison with competitors, etc.).
Time spent on each page.
High-intent questions they asked the chatbot.
The content they downloaded (such as whitepapers, playbooks, etc.) or forms they filled out.

3. Third-party intent data that provides insights into your lead’s entire digital buyer journey, like:

Recently researched topics on the web.
Interactions with ads and social media posts.
Job change intent.
Visits to competitors’ websites.

Enriching each lead with in-depth data enables marketing and sales teams to:

Better understand which leads are most likely to convert right now.
Create tailored sales and marketing campaigns that resonate with each individual lead.
Qualify and score leads more accurately, allowing for optimal allocation of sales and marketing resources.
Identify potential bottlenecks and high-churn areas on your website.

Try it 👇 ‎

Feature #3: Automated outreach

Warmly lets you create automated sales and marketing sequences, leveraging data it uncovered on your website visitors.

The platform’s Orchestrator feature adds website visitors that meet certain requirements (i.e., match your ICP or show high-intent behavior on your site) to automated outreach campaigns like:

Sending personalized emails.
Connecting with qualified prospects on LinkedIn.
Sending contextual LinkedIn DMs to key accounts.
Adding leads to outbound sequences.

The Orchestrator has an intuitive workflow-building interface that lets you customize each part of the flow, including:

The automation trigger, i.e., the signal or activity that will initiate the workflow (e.g., identified company lands on your website or visits a high-intent page, etc.).
Filter accounts you want to add to the sequence (by size, industry, deal stage, etc.).
Specify which personas you want to be targeted in each account (by role, seniority, etc.).
Decide on the number of personas you want included from each company.
Choose the automated sequence you want to add them to (LinkedIn, email, or both).

This way, you’ll ensure that no qualified lead goes under the radar, as the Orchestrator will automatically detect and engage them in real-time.

Pricing

Warmly has a free forever plan that lets you reveal up to 500 people and companies visiting your website. It’s the perfect plan for getting a taste of one of the platform’s key features.

If you expect higher traffic volumes and need more advanced capabilities, you can upgrade to one of three paid options:

Startup: $700/mo, includes 3 users, up to 10,000 monthly visitors.
Business: From $1,440 to $1,740 per month, depending on the number of visitors you expect to have. It includes 10 seats.
Enterprise: Custom plan. Created for users with an estimated traffic of 100,000+ visitors per month who need more customization. Includes 20 seats, advanced AI personalization, custom integrations, etc.

Note: All paid plans provide access to all of Warmly’s features and include deep integrations with sales intelligence tools such as Clearbit, Bombora, and 6Sense, allowing you to get a bundle of products at the price of one.

Integrations

Warmly integrates with OpenAI and most modern SEP and CRM software, in addition to the data solutions we mentioned above, meaning it will easily fit into any business’s tech stack.

Pros & Cons

✅ Identifies both companies and individual website visitors.

✅ Enriches each visitor with detailed B2B and intent data.

✅ Automates sales and marketing outreach.

✅ Includes all features in all paid plans.

✅ Deep integrations with data solutions enable you to get a bundle of products at the price of one.

❌ Annual pricing only.

2. Datanyze

Best for: Simple lead enrichment on company websites and LinkedIn search results.

Datanyze is an easy-to-use lead enrichment and prospecting tool with a Chrome extension that lets you scrape relevant B2B data online.

It provides particularly detailed information on current industry trends and rising technologies, making it a nifty tool for conducting market analysis and identifying businesses that use products similar to yours.

Features

Chrome extension for revealing basic contact details anywhere on the web.
Enriches relevant prospects with “icebreaker” data, such as information from their social media profiles, local news publications, company news, etc., letting you create a warm introduction.
Market Share Reports provide actionable insights into industry trends, rising technologies, and key market competitors across various industries (e.g., marketing automation, email hosting, e-commerce, and more).