In this article, we will consider mainly small yet affordable services that are designed for small and medium-sized businesses. They are easy to implement and immediately start working for a result.
More Than 20 Tools for B2B Marketing and Sales
We’ll explain how they help in work, give examples of use, and suggest alternatives, because the main thing is to understand the general purpose, and there is always a choice of a particular tool.
Email Hunter и Findthatlead
These are the services for searching and verifying email addresses. The search occurs among contacts that have ever appeared online (sites, presentations, etc.), so there is a small chance that the owner has given permission to publish. There are also mass searches by audience parameters (industry, job title, etc.) or social media profiles. It’s better to use it point-to-point for outbound sales without turning it into a spam stream.
Cost: Freemium / from $49 a month
Similar solutions: Emailgenerator, Buzzstream, Voila Norbert, Ninjaoutreach
Chrome extension for Gmail to analyze emails. It helps you find out when a message was delivered, how many times it was read, and what was done with it (forwarded, etc.).
The free version is enough for viewing events, for tracking clicks you have to pay from $5 per month.
Example of use: a potential client received a commercial offer (presentation, etc.) and stopped getting in touch. Mailtrack will tell you when and how many times the client opened the file, to whom he forwarded it, at what point the client stopped. This information will help you make a more accurate reconnection and better understand customer needs.
Cost: Freemium / from $2.5/month
Similar solutions: Yesware, MixMax, B2Bfamily, and a bunch of others.
A small utility for automatically collecting available information about the sender of an email. Based on the email address, the service instantly searches for matches in social networks and aggregates the information in a shared card.
The plugin has a free version, works with Gmail and Outlook.
Example of use: when you receive emails from an unknown company, the review information is automatically collected in one place, which reduces the time to search the network.
Similar solutions: LinkedIn Sales Navigator (ex. Rapportive), 360Social, FullContact, etc.
An AI-powered content marketing and SEO tool that helps busy marketers write better content. Based on your target audience and topics the tool can generate article ideas, write the basic structure of an article and help you keep focused on including the best keywords and content.
It also has a content calendar, built-in SEO metrics to track your progress as well as search console and WordPress integrations to directly publish your content to your site.
Example of use: planning blog posts and using the AI to write them quickly. Publishing them to your site and tracking your progress via comprehensive SEO metrics.
Cost: Freemium with paid plans starting from $39 per month.
Similar solutions: Surfer SEO, Moz, Buzzsumo
Content hub for marketing materials: presentations, commercial offers, and other documents. The mechanics are as follows: we upload a document (.pdf) to the service, we get a unique link, which the recipient then goes to. The service is able to determine which document, on what pages, in what order, and how much time the user spent.
You can also protect the link with a password or mandatory authorization, to understand exactly who viewed the document in the case of sending it to colleagues.
Example of use: sending a presentation or a commercial proposal remotely – a “black” box for the sender, no one knows what is happening on the other side. You can get at least some understanding of this kind of analytics.
Cost: starting from $10/month / adding a command, custom domain, cloud storage starts from $4.
Similar solutions: Attach, Paperflite; found inside CRM and marketing automation systems (Hubspot, etc.) and Sales Enablement platforms: Highspot, Showpad, etc.
A Chrome plugin for identifying the technologies used on a website (CMS, web analytics, marketing automation, etc.).
Example of usage: There is often a need to understand what Martech/IT stack potential accounts use, for example, our solution has ready integrations with other software, and it would be necessary to identify this potential segment, etc.
Similar solutions: BuiltWith, etc.
It’s an external analytics system for evaluating website traffic. You no longer have to guess at which sites a competitor buys ads on and how many unique visitors he has. SimilarWeb shows general data on the number of audiences, attraction channels, and the nature of the interaction. This data can be compared to companies in your industry.
SimilarWeb data is not always accurate, especially for smaller sites, but the main purpose of the service, to provide information at the idea level, is sufficient to make decisions. The free version is limited to a certain time period and a set of indicators.
Example of usage: SimilarWeb is useful for rapid competitor analysis and following industry leaders, adopting best online audience engagement practices (benchmarking).
Cost: Freemium / from $500 per month
Similar solutions: Alexa, AhRefs, SemRush, Compete, Majestic, etc.
Tracking and de-anonymizing companies that have been on your site. This is extremely important for b2b sales, because according to various estimates, 95% of visits to b2b companies’ websites are not ordered by any conversion actions and, therefore, we lose sight of a huge amount of data.
For this, only a simple integration with analytics systems (Google Analytics, MixPanel, etc.) works. All data is combined into visit parameters and collected for each company.
Leadfeeder technologies are based on the use of the visitor’s network parameters (IP address, cookie data, etc) and the analysis of possible matches with databases (company domains and legal addresses).
Example of use: A company visited your site in the solutions section, studied them in detail, and looked at technical comparisons with competitors. Perhaps a company is in the review or decision stage. You can, for example, set up a targeted advertising campaign for a product and thereby accelerate the movement of the potential client through the sales funnel.
Cost: Freemium / from $55/month
Similar solutions: Albacross, Lead Forensics, Whoisvisiting, Visualvisitor, found as modules within CRM – Hubspot, etc.
A content platform that shows which companies could potentially be interested in your product. The data is derived from an analysis of content consumption given by data providers (DMPs) that may correlate with your product.
Example usage: Outbound sales by potential accounts with a personalized offer.
Cost: Freemium / from $8 per month
Similar solutions: DiscoverOrg, Data.com, ZoomInfo
End-to-end web analytics system that can collect data in a single format and transfer it for further processing to CRM, email-marketing clients, etc. It also allows you to upload and process unsampled (“raw”) data.
- A universal web analytics counter code is installed on the website.
- Configured integration with the necessary analysis services (Google Analytics, Yandex Metrika, MixPanel, Intercom, KissMetrics, etc.).
- Data is automatically streamed into the system using direct API integration.
- There is no duplication of separate counters collecting the same information, the load on the site decreases (in contrast to solutions like Google Tag Manager).
- It’s convenient to connect a lot of services and manage data transfer, no need to set up a separate collection (of events, etc.) each time.
- Personas solution is in full compliance with ABM methodology for b2b.
- Wide range of ready integrations.
- You can store personal data: name, phone number, e-mail address.
- In addition to the website, you can upload data from offline systems, business phone services, CRM.
- The free rate is limited to one data source and 1000 unique visitors per month.
Example of use: it’s convenient to build advanced systems of end-to-end analytics and marketing and sales automation for b2b sites, which usually have a low level of attendance (fits under the free plan).
Cost: Freemium / from $120/month
Similar solutions: Keen.io, Roistat, CoMagic, etc.
LeadQuizzes online quiz maker is a tool that helps you increase your leads while learning about your audience. You can easily capture up to 500% more leads from your website and advertisement with this tool. The data you collect can help you segment, understand and drive your audience better in the right direction.
Cost: Monthly billing from $49/per month;
Yearly billing from $37/per month
Similar solutions: Typeform, JotForm, etc.
Profile software for cold acquisition. There are built-in tools to create a series of emails according to a given logic, A/B testing, telephony, or phone. Most importantly, the chance of getting an account blocked is much lower than with classic email marketing tools like Mailchimp due to unlimited aliases, etc. Integration with leading CRM, Slack, etc. included.
Example of use: testing hypotheses about a new product/feature for a specific customer segment.
Cost: from $39/month
Similar solutions: Reply, Outreach, etc.
Doesn’t quite fit the general format of tools in this selection, claiming the status of one of the best affiliate marketing tools for small and medium businesses.
Cost and example of use: You can build about 70% of the basic functionality of expensive enterprise solutions like Pardot, Marketo, Eloqua, Hubspot, etc. for about $50 a month. The secret is in the detailed customizable automation scenarios for any segment. Add a built-in CRM, a mailing list functionality, and integration for every taste.
Similar solutions: Mautic, etc.
Personalization and substitution of content on the site depending on the source of the visit.
The script is free but opens up a lot of possibilities for analytics and personalization, which is so important in B2B markets. A technical specialist can easily figure out how to set it up.
- Precise linking of offline events to online auctions.
- Substitution of content for personalization by audience segment.
Example A: Identify the source of incoming calls.
Solution: purchase one or more additional phone numbers and assign one number per traffic channel. Using the Sourcebuster script, we set up a number substitution on the condition of switching from a given channel. This way, we know the source and the entire path of the customer before making the call.
Example B: A marketer has done a mailing. We need all target recipients of the mailing to see personalized content (headlines, banners, etc.) when they click through to the site.
Solution: We prepare the necessary content for the site and adjust the script so that the standard content is substituted for the desired content during the transition from the mailing list.
Cost: Free of charge
Similar solutions: Yagla, Google Optimize, Bound, etc.
A seamless spin-off from the previous A/B testing and personalization service from the overall Google Analytics Suite. A good free tool for hypothesis testing at the content and interface level.
Before launching, it’s best to become familiar with the general split-testing methodology to properly generate hypotheses, determine timeframes, and evaluate results.
Example use case: headline substitution to determine the best option based on goal fulfillment (conversions), behavioral factors, etc.
Influ2 is a service for targeted advertising on custom b2b audiences. Person-Based Marketing is one of the key areas of ABM methodology. If we want to target our marketing activities to specific accounts, there has to be a technology to show our marketing message to specific people to increase the impact through personalization. Influ2 is just about that.
Example of use: based on accumulated data on accounts (leads and contacts) in a CRM system, you can run narrowly targeted and personalized advertising campaigns, the effect of which is much higher than the classic targeting on social demes.
Cost: from $100 per month
Similar solutions: Facebook Audiences, LinkedIn Contact Targeting, Demandbase, ListetLoop, etc.
It’s one of the best video hosts for b2b with a lightweight and functional player, a huge number of ready-made integrations, an easy-to-use interactive builder, and most importantly, unparalleled analytics. Combined with Segment, for example, it’s easy to understand in detail who (specific people and companies) and how (duration, pauses, number of opens) interacted with your video content.
On the plus side, there’s an advanced API, built-in lead generation elements (CTAs), and automatic video quality adjustments based on the Internet speed (channel width).
Example of use: perfect for recording presentations/webinars/product screencasts. Next, analyze all available metrics and look for a link to marketing and sales KPIs.
Cost: Freemium / from $99 per month
Alternative solutions: Vimeo, CloudApp, Mux
An RSS feed aggregator that can filter news by popularity, notify you when keywords appear, and is integrated with IFFTT, Zapier, Buffer, Pocket, and other services. In addition, Feedly can make recommendations about interesting sources and content.
Example of use: with Feedly, the information about the target market is collected automatically, archived, and shared with colleagues. Thus it’s easy to quickly monitor media and social networks.
Price: Freemium / from $6 per month
Similar solutions: Inoreader, Digg Reader, The Old Reader
A tool for finding popular content. It’s useful for b2b marketers when making a content plan, improving the quality of their own materials, and curating other people’s content.
The free version is limited to searching for 10 popular articles. But if you search on different phrases of the same topic (narrowly and broadly), you can get around this barrier.
Example of usage: if you are exhausted of thoughts on the topic of possible publications, BuzzSumo will tell you which topics have already become popular and why.
Similar solutions: AhRefs Content Explorer
Cost: Freemium / from $99 per month
LinkedIn-analytics. Suitable for those who actively use this social media for marketing and sales. Of course, all this data can be collected manually, but SHIELD dashboards are extremely handy for their clarity. A good addition to the premium status of LinkedIn.
Example of use: testing content hypotheses: publishing time, topics, etc.
Cost: from $8 per month
Similar solutions: AgoraPulse, Klipfolio, native LinkedIn Analytics
An open database of companies. In one place, there are financial indicators (revenue | funding), general data (number of employees, level of confidence in CEO), latest news, and approximate competitors.
Example of use: a collection of information for niche and competitive environment analysis.
Cost: Freemium / from $12/month
Similar solutions: LinkedIn
Over the last year, the service has become a standard in organizing web conferences for b2b companies. Fast operation, excellent functionality, a personal link for meetings, video capture, etc.
Example of use: organization of webinars, team meetings, client meetings.
Cost: Freemium / from $15 per month
Similar solutions: Skype, Google Hangouts, GoToMeeting, and many others.
Here’s one of the market leaders in online schedulers for meetings, appointments, etc. One calendar link replaces the process of constantly coordinating communication times. Ready-made integrations with the most known solutions.
Example of use: automated online demo booking for marketing/sales departments and solopreneurs, such as the ever-growing business coach sector.Cost: Freemium / from $8/month
Similar solutions: Chilipiper, Drift Meetings, Calendify, Hubspot Meetings, etc.
It’s a standard feature within Facebook, the convenience of which as a platform for organizing events is based on the fact that most of the b2b community is present there, which has a positive effect on online/offline networking. Here’s a post to learn more about how to create and promote a Facebook event.
Example of usage: organization of client day, meetups, conferences, etc.
Cost: Free of charge
Similar solutions: Timepad, TicketTool, etc.
FlippingBook is a company that provides software and cloud service for creating professional online documents in a fast and easy way. In just a few simple steps you can convert your PDF to flipbook, catalog, brochure, or ebook with a smooth page turning animation and interactive features.
FlippingBook goes beyond simply being a flipbook maker. It helps the B2B companies enhance their content delivery strategy, create easy-to-use internal documents, and boost their marketing and sales materials.
Example of use: document distribution for marketing/sales/HR departments
Cost: from $59/month
Similar solutions: Issuu, FlipHTML5, Instant Flipbook
Mediatoolkit is an award-winning media intelligence solution that enables businesses of all sizes to monitor and analyze online conversations. It notifies users the moment their query is mentioned anywhere online, while also providing insights that allow them to discover growth opportunities, manage brand reputation and consumer feedback, prevent crises, and identify influencers. Other features include custom brand reports and data exports, unlimited users and keywords, and a mobile application.
Example of use: brand reputation management, crisis prevention, market research, competitor tracking, and more
Cost: from 444$/month
Similar solutions: Mention, Meltwater, Keyhole