Whether you’re a marketing rock star or an absolute noob, it’s exciting to find ways to streamline and improve your marketing efforts. The following b2b marketing tools will not only make you more organized but also help you get more results from your existing marketing budget!
When you are trying to learn how to market your b2b company, one of the best things you can do is learn from others. But where do you start? Well, today I’m going to share with you some of my favorite small business marketing tools that many businesses are not aware of. I’ll also share strategies on how to use these tools cost-effectively.
B2B Marketing Tools for Live Chat Software
The best live chat software allows you to proactively engage with customers and prospects to grow revenue, generate leads, and offer real-time support across multiple channels.
Having the ability to use live chat software tools on multiple marketing channels, all from one unified inbox, is a game-changer that only the best chatbot technology can deliver.
MobileMonkey has live chat marketing automation tools for:
- Live chat widgets
- Unified multi-channel inbox
- Live agent take over
- Audience segmentation and targeting
- Lead generation and qualification
- Opt-in tools for web chat, SMS, and more
- Hot lead notifications and alerts
- Chatbot analytics
- Live chat mobile app for iOS and Android
Account-Based Marketing (ABM)
Account-based marketing is fundamentally different from traditional marketing and often requires a completely different tech stack. ABM focuses on quality, and aims to produce fewer new opportunities for sales, while also closing more deals and larger accounts.
The following tools will prove to be a strong addition to kick your ABM strategy into gear.
B2B Marketing Tools for Relationship Management
When you’re prospecting dozens or even hundreds of highly targeted relationships, it’s easy to lose track of conversations, even when it’s a promising lead.
Cloze is a relationship management tool built for ABM (account-based marketing) that allows you to see everything about your contacts in one place.
Whether it’s email, phone calls, notes, scheduled meetings, follow-up notifications, or customer profiles, Cloze has you covered.
Cloze learns who’s important to you and reminds you of the things you’re most likely to forget about. Additionally, Cloze prompts you to keep in touch with your contacts and will provide you with the proper context to do so automatically.
Cloze automatically keeps track of your email, phone calls, meetings, documents, Evernote, LinkedIn, Facebook, Twitter, and dozens of other services.
And it’s all organized for you by contact, company, meeting, etc.
Cloze even continuously grabs all the email signatures in your inbox to make sure your contacts are always up-to-date.
B2B Marketing Tools to Build Sales Pipeline
Metadata.io is an AI-powered demand generation platform that helps to optimize ABM campaigns across paid media at scale.
Although Metadata.io isn’t “cheap” software by any means, it’s a solid option for SMBs that want the capabilities of a Terminus or Demandbase at a cheaper price point.
To use Metadata.io, you’ll first need to connect the tools in your marketing tech stack that hold significant data. For example, you’ll want to connect your CRM along with your social media accounts.
Once you’ve connected your apps, you can discover and visualize your ideal customer profiles based on your data and use them to create lists of target accounts and personas.
After discovering your ideal customer profiles and creating lists of target accounts to go after, let Metadata’s AI operator execute campaigns for you.
All you need to do is drag-and-drop your marketing creative (images, headlines), content assets (e.g. eBooks, whitepapers), and the audience segments you created in the platform and hit ‘Launch’ to execute hundreds of campaigns at once.
Finally, after running your campaigns through Metadata.io, the platform will enrich leads before syncing them with your CRM. Then use reports and your KPIs dashboards to monitor performance based on pipeline generated, target-account information, existing pipeline impact, and more.
Software for Events and Webinars
With the dramatic uptick in virtual summits and online events since the Covid-19 outbreak, B2B marketing tools for events and webinars have reached peak importance.
#4. B2B Marketing Tools for Both Online and Offline Events
Bizzabo is a holistic platform that provides your team with all the tools they need to create rewarding events while surfacing insights to help your events grow both on and offline.
With Bizzabo, you can:
- Fully orchestrate your visitor to attendee experience with enriched and stunning forms, multiple ticket types.
- Build a branded event website with an editor that’s integrated with your event registration software and event app.
- Send email invites and promotional campaigns that drive interest and registrations with the help of personalized content.
- Increase audience engagement via push notifications, one-on-one networking, interactive agendas, and live polling all work together both in and outside the mobile event app.
- Give your sponsors unique opportunities, including custom splash screens, special offers, automated push notification shout-outs, sponsorship tiers, and the data to accurately measure sponsor ROI.
Bizzabo claims to be different from the competition because their platform has advanced personalization capabilities, account-based marketing specific feature sets, and is “the only event success software on the market.”
B2B Marketing Tools: Webinar Software
If you’re looking for an affordable webinar solution that’s fairly simple to use and will save you tons of time, WebinarJam and EverWebinar working together could be a great solution.
EverWebinar is a great tool to add to your growth marketing strategy because it allows you to create evergreen webinars.
Same as your brand’s most valuable content that you can share multiple times with your audience – known as evergreen content – EverWebinar facilitates the sharing of the same webinar as many times as you’d like.
The best part of the webinar platform is that the audience always feels like they’re watching the live recording.
For example, after you’ve recorded your webinar, you can add comments, questions, live polls, and more. All of which appear to be asked in real-time to every new viewer. This way, it always feels like you’re one of many audience members actively watching and participating, which increases engagement.
Additionally, you can add countdown timers to your website that make it look like a brand new webinar is about to start in (for example) 10 minutes. Even though it’s a recording that could have been made a year ago, interested site visitors will sign-up with urgency thinking they got there just in time.
So, although EverWebinar is somewhat deceitful, once you get good at using the platform, you’ll be able to generate hundreds and possibly thousands of leads over time with just 1 solid recording.
Conversion Rate Optimization (CRO)
Next, we’re going to cover some B2B marketing tools that are great for CRO.
Capitalizing on your website traffic is extremely important due to the increased difficulty to convert and/or capture contact details on a B2B website as opposed to a B2C website.
Use these tools to increase your conversion rates and save lots of time in the process.
B2B Marketing Tools for Building Landing Pages
Unbounce is one of the most popular landing page builders for B2B marketers with no coding skills required.
When you’re running highly-targeted campaigns, such as account-based marketing campaigns, you need your entire funnel to be tailored to its audience. This is why custom-built landing pages are so important.
Think about it…
For example, let’s say you click on an ad that’s promoting chatbots for marketing agencies and you landed on the MobileMonkey homepage. The homepage doesn’t immediately mention marketing agencies, so the chances of that traffic bouncing are higher than if you had landed on a page that says in big bold letters, “The Best Chatbot Platform For Marketing Agencies.”
When you build your marketing funnels, make sure that people find exactly what they were looking for when they landed on your page. Conversion rates are guaranteed to go up, and search engines will reward you for it.
With Unbounce, you can duplicate your most successful landing pages to save time and build high converting pages in bulk. Furthermore, you can A/B test variations of landing pages to see which messaging and designs perform best.
Lastly, Unbounce’s Conversion Intelligence and Smart Traffic feature help to set it apart from the competition.
B2B Marketing Tools for Web Page Optimization
Marketers have so much data available to them nowadays that we forget just how much we could learn by watching people explore the website.
Sometimes Google Analytics doesn’t have all the answers. And that’s when heat mapping and screen recording tools like HotJar save the day.
With HotJar, you can dramatically lessen the need to make assumptions when it comes to your UI/UX.
If you want to find out exactly why your website visitors are not converting, use HotJar.
Although HotJar’s heatmaps and conversion funnels are extremely useful, I have found most of the platform’s value in the video recordings of visitors on my web pages.
More than once, by watching just 5 or so video recordings each day, I’ve identified opportunities that dramatically increased conversion rates, or found something on the site that was broken, which was costing the company thousands of dollars.
Content Marketing Software
The following content marketing tools can handle your social media management, Facebook ads, keyword research, content creation, search performance analytics, and more.
B2B Marketing Tools for Facebook Advertising
MobileMonkey is a multi-channel chatbot platform that enables companies to proactively engage with audiences via webchat across multiple channels to generate leads, re-engage customers, and offer real-time support.
One of the many social media marketing tools available on the platform is built specifically for Facebook Messenger ads.
Facebook Messenger ads are an opportunity that savvy digital marketers are taking advantage of in 2020.
And that’s because Facebook Messenger ads are different from regular Facebook ads. Most importantly, Messenger ads perform better than normal Facebook ads because they start a more engaging conversation with chatbots.
A couple of types of Facebook Messenger ads exist. There’s an ad viewed on any Facebook property that directs traffic to Messenger. And then there’s sponsored content that’s native in Messenger.
Another awesome thing about Facebook Messenger ads is that they can take place across the Facebook family of apps, including:
- Facebook newsfeed
- Instagram newsfeed
- Facebook and Instagram Stories
- Facebook Messenger, and others
And Facebook Messenger ads differ from your average Facebook ad because they always lead to a conversational experience between your business and the consumer.
Here are the top 4 reasons to use Facebook Messenger ads:
- Messenger ads outperform other ads by 2X-10X
- Instant lead and data capture
- More features available for personalization
- Automated lead qualification and follow-ups with chatbots
B2B Marketing Tools for Social Media Automation
Agorapulse is an all-in-one social media dashboard that simplifies the understanding of social media metrics. And the platform is particularly great for B2B companies.
You can use AgoraPulse to gain audience insights and capitalize on otherwise missed opportunities with full monitoring and engagement tools for social media.
AgoraPulse has many options to build a pipeline for your content calendar. Additionally, you can store unlimited posts tied to particular themes, and queue them up for publishing.
Reporting and analytics are what AgoraPulse does best.
It’s easy to export reports with key metrics and analysis on engagement and growth, and content reports let you identify posts that achieve the best reach, engagement, and clicks for any given period.
Lastly, you can use AgoraPulse to show your marketing team’s impact on conversions and revenue, as well as encourage more positive engagement with your ads across social channels.
Feedly (content curation)
This news aggregator tool allows RSS feeds to be pulled from numerous publications with the option to search feeds by topics. Feedly allows you to follow multiple social media accounts, blogs, and news sources in one manageable interface. This is extremely useful for keeping on top of industry trends and sourcing relevant content to post on social media to help your B2B marketing efforts. The platform also offers an extensive list of integrations including Google Docs & WordPress. Feedly’s free basic plan allows up to 100 sources and 3 feeds on mobile and desktop, that’s plenty to get you started.
Databox (market intelligence)
Market intelligence is the gathering and analysis of information relevant to a company’s external environment and assists in strategic planning. Databox is a powerful market intelligence platform that gathers all your metrics in one place and helps you easily view your business’ crucial key performance indicators (KPI’s) across a variety of devices. It offers an impressive amount of one-click integrations with the likes of Google Analytics, Facebook, Twitter, HubSpot & many more. A free version is available allowing for 3 users & data connections.
Sprout Social (social media marketing)
Social media is critical for your business and platforms such as LinkedIn & Facebook are quickly becoming synonymous with the internet. However, it can be difficult to manage and optimize posts across several business accounts. This is where social media management tools come in handy. For your business to gain an advantage, you need a strategy for each platform and planned posts to increase your online profile. Sprout Social consolidates your social media platforms in an easy to use interface and offers:
- Content planning & publishing
- Campaign & conversation management
- Measurement & optimisation tools
- Customised reporting tools
Writing effective blogs is essential for boosting the online organic presence of your B2B company. Ranking for blogs can work wonders for your lead generation and ultimately conversions. This is where Ubersuggest comes in, a free keyword suggestion tool in an easy-to-use interface created by the famous digital marketing guru Neil Patel. It displays the probability of ranking for a chosen keyword, cost per click (CPC), keyword search volume, and much more. As far as free software goes, this one is really handy to add to your marketing technology stack with a paid version also available with extra tracking features.
Zoom (video marketing)
Zoom is a cloud-based video conferencing service you can use to virtually meet with others – either by video or audio-only or both. Video call usage has seen an unprecedented rise during the COVID-19 pandemic, with daily Zoom users spiking to 200 million in March 2020 up from 10 million last December, and is now essential in your marketing stack.
Whether you’re giving a live product demonstration, running through your daily internal WIP, or organizing a video meeting with a potential prospect this software can help you out. Zoom has integrations available with many applications including Gmail, Chrome, and Outlook. Also, Zoom offers a generous free plan that contains more than enough features to give your video marketing efforts a kick start.
Unbounce a B2B marketing tool that can help you build and test your landing pages, sticky bars, and website popups. You can integrate it with your CRM platform and run A/B tests on them.
GetResponse is one of the top marketing automation software solutions out there. Using this B2B marketing tool, you can create landing pages, promote your webinars, run email marketing campaigns, all within a single solution. They provide free onboarding and an amazing user experience.
Its Autofunnel feature particularly stands out. It’s an automated sales funnel generator that also lets you automate your email marketing campaigns. The pricing for this software solution starts at $15 per month.
Ahrefs can help you with the SEO aspect of your marketing initiatives. With this B2B marketing tool, you can conduct keyword research, track rankings, find backlink opportunities, and also study your competitors. Ahrefs gives you actionable insights to beat your competitors and outrank them in searches.
The best part about this software service is that it helps you find which content ranks well in your niche too. It also has a web monitoring tool that lets you track your mentions online.
Let’s face it, digital marketing is hard work. It takes hours of research to find the right marketing tactics for your business. And even if you do find the right tactics, you have to create compelling emails, landing pages, and contests.