21 Best B2B Marketing Tools & Software You Need in 2024

Katie Holmes
1st June 2024

Are you looking for new B2B marketing tools that will help you scale your business and grow revenue? We share some of our favourite B2B tools out there that will help tick those boxes. 

B2B marketing isn’t easy.

You’re tasked with generating qualified leads, meticulously tracking their progress, nurturing them with targeted content, and ultimately converting them into paying customers. 

All while demonstrating the tangible impact your marketing efforts have on the bottom line.

Further complicating matters are shrinking budgets and ever-increasing sales targets. 

In this competitive environment, the efficient marketer knows the value of the right tools. 

We delve into the essential B2B marketing tools and software for 2024, empowering you to streamline your processes, maximise ROI, and demonstrate the undeniable value your marketing brings to the table.

💡 Pro Tip

If you’re looking to prove your impact on revenue, look no further than Ruler Analytics. It goes beyond website analytics, tracking all customer interactions – calls, forms, and website visits – to show you exactly which campaigns are driving sales. With Ruler, you can finally see which ads, keywords, and initiatives are generating leads and bringing in revenue.

Skip to learn more about Ruler or book a demo to see how it attributes revenue.

What are B2B marketing tools and software? 

B2B marketing tools are software solutions that help businesses market and sell their products or services to other businesses. 

Given there are so many marketing challenges in the B2B space, it’s often the case that you might need tools to help you bridge the gap. 

Whether it’s automating marketing campaigns, attributing your closed revenue to your leads or managing your social media posts, there’s a B2B marketing tool out there that can solve your problem. 

B2B marketing tools & software you need to try in 2023

With so many tools out there, how do you know which B2B marketing tool you actually need? 

Budgets are tight so while you might find all the tools listed below useful, you might not be able to make a case for them all. 

To understand which you need, you need to ask yourself a few key questions: 

The good news: there’s a B2B marketing tool for almost any need. To simplify things, we’ve highlighted essential tools from each major category:

B2B marketing attribution tools 

B2B attribution tools are software designed to help businesses understand the complex customer journey in B2B sales and marketing. These tools track all the touchpoints a potential customer has with your brand, from initial awareness to final conversion, and assign credit to the marketing efforts that influenced them at each stage.

1. Ruler Analytics

Ruler goes beyond basic attribution models to give you a complete picture of your B2B customer journey. 

It tracks visitors across sessions, noting their initial touchpoint (search engine, social media, etc.) and the content that piqued their interest. 

When a visitor becomes a lead, Ruler connects their details to their browsing history, revealing the exact path they took before converting. This data is then seamlessly integrated with your CRM, providing your sales team with valuable insights.

But Ruler’s magic doesn’t stop there. It also tracks closed revenue back to ad creatives, keywords, and landing pages, allowing you to calculate your return on ad spend (ROAS) with unmatched precision. 

Unlike traditional ad platforms with limited attribution windows, Ruler tracks conversions over longer B2B sales cycles, ensuring all touchpoints receive proper credit. 

Plus, Ruler offers impression attribution, a powerful feature that delves into the unseen influence of ad impressions. It attributes conversions and revenue to users who saw your ad but didn’t click, highlighting the value of campaigns that nurture brand awareness at the top of the funnel. 

Ruler offers flexible 12-month plans with pay monthly or annually options. Pricing starts at £199, but you can contact the team for a more customised quote tailored to your specific needs.

💡 Pro Tip: Want more information on Ruler and the services we offer? Book a demo to see Ruler in action and learn how it can help evidence your marketing’s impact on revenue. Book a demo of Ruler.

2. Adinton

Adinton is a comprehensive marketing attribution and auto bidding software designed to maximise the value of your B2B marketing strategies. 

It goes beyond basic attribution, offering a suite of tools for online and TV attribution, offline tracking, bid management, click fraud detection, predictive audiences, and customer intelligence. 

Adinton provides deep insights into your visitors’ entire journeys, categorised by source, successful conversions, and more. 

You’ll have access to detailed information about devices used, page views, source channels, mediums, search terms, timestamps, and more. This granular data empowers you to optimise your campaigns with laser focus.

Adinton provides three flexible plans to cater to businesses of all sizes. Each plan includes unlimited accounts, users, and essential marketing reports like attribution, optimisation, customer intelligence, and time-based insights.

3. HubSpot Attribution

HubSpot Marketing Hub offers a robust Marketing Analytics & Dashboard that measures and analyses the performance of your campaigns across various channels. 

With built-in analytics, reports, and dashboards, you can gain valuable insights into your marketing efforts. HubSpot shines with its granular Attribution Reporting, offering both Contact Attribution and Revenue Attribution.

Contact Attribution Reporting tracks every customer interaction and the revenue generated from that interaction, giving a clear picture of your team’s impact. Revenue Attribution Reporting, on the other hand, helps you pinpoint your high-performing channels and identify areas for improvement. 

This allows you to strategically allocate your budget and resources for maximum impact. A major benefit of HubSpot Attribution is its seamless integration with the HubSpot CRM platform. 

All your CRM data and marketing software data reside in one central location, eliminating the need for complex coding or SQL queries. This makes it easy to access, analyse, and share your marketing attribution data directly within your CRM.

HubSpot Attribution is included in the Enterprise plan, which starts at $2,400 per month.

Lead generation and nurturing tools

Lead generation and nurturing tools are like tag-team partners in the world of sales and marketing. They work together to bring in new potential customers (leads) and then develop those leads into paying customers.

4. Hunter.io

Imagine a world where getting the right email addresses for your prospects is a breeze. Hunter.io makes that dream a reality. This user-friendly lead generation and email outreach plugin is packed with features to optimise your outreach processes.

Hunter.io boasts a beautiful and intuitive interface, making it easy to navigate even for beginners. But its true power lies in its functionalities. It offers an email verification tool to ensure your outreach reaches the intended recipient, bulk email management for efficient campaign execution, and lead management features to keep your outreach organised. Plus, you’ll find a library of free, customisable cold email templates to jumpstart your campaigns.

What truly sets Hunter.io apart is its ability to reveal the public sources where it finds emails. This empowers you to confidently add contacts to your outreach efforts or personalise ad campaigns across platforms like Google, Facebook, and LinkedIn. And because Hunter.io sources its data from publicly available information, you can rest assured that all features comply with GDPR and other data protection regulations.

Hunter.io offers a variety of pricing tiers to suit your needs. There’s a free plan to get you started, with paid plans starting at £28 per month, offering additional features and increased search limits.

5. Leadfeeder

Leadfeeder is a powerful tool that helps businesses understand and engage with website visitors in real-time. By tracking visitor behaviour, Leadfeeder provides valuable insights into their interests and browsing habits. This goldmine of data allows you to optimise your website for better engagement and conversions.

Leadfeeder comes loaded with features to empower your lead generation efforts.

These include live visitor tracking for a real-time view of your website’s audience, versatile filtering to segment visitors based on specific criteria, automatic lead scoring to prioritise high-potential leads, and powerful contact insights to learn more about the companies visiting your site. 

Integrations with popular email marketing platforms further streamline your outreach process. Additionally, Leadfeeder offers website forms tracking and real-time notifications to keep you informed about valuable website activity.

Leadfeeder provides a free Lite plan with basic features to get you started. Upgrading to a Premium plan starts at $79 per month and unlocks a wider range of functionalities. They also offer a free trial, allowing you to test the platform before committing.

8. Lemlist

Lemlist is a cloud-based sales engagement platform designed to take your outreach and lead generation to the next level. Its focus is on personalisation and ensuring your emails bypass spam filters and land squarely in your prospects’ inboxes.

Lemlist boasts seamless integration with over 30 different tools across CRM, data enrichment, and workload management categories. This eliminates the need to switch between platforms, keeping your workflow efficient. 

Lemwarm, a specialised email deliverability service offered as an add-on, helps improve and maintain a high deliverability score, ensuring your outreach reaches its target audience.

Lemlist offers three pricing plans to accommodate different team sizes and needs. The Standard plan starts at $59 per month, providing core features for individual users. The Pro plan, starting at $99 per month, caters to growing teams and offers additional functionalities. Finally, the Enterprise plan is designed for large sales teams and includes advanced features for managing complex outreach campaigns.

B2B email marketing tools

B2B email marketing tools are software platforms that help businesses manage and automate their email marketing campaigns to other businesses. These tools offer a variety of features that can help B2B businesses create, send, and track their email campaigns more effectively.

7. Getresponse

GetResponse started as a well-regarded email marketing platform, but it has evolved into a comprehensive marketing solution. It offers a robust suite of tools designed to help you build your audience and engage them across various channels throughout the entire customer journey.

Beyond the core email marketing features you’d expect, GetResponse boasts a website builder, live chat functionalities, e-commerce tools, webinar hosting capabilities, landing page creation, and automated sales funnels – all under one roof.

Building visually appealing emails is a breeze with GetResponse. They offer a staggering 219 templates to choose from, and their email creator allows extensive use of web fonts, including a wider selection of Google Fonts than any competing tool.

To further streamline your workflow, GetResponse recently introduced AI-powered features to assist with email creation. Their AI subject line generator helps you craft compelling headlines by suggesting five options based on your chosen keywords.

GetResponse caters to businesses of various sizes with their six-tier pricing structure. As your subscriber list grows, your plan cost increases accordingly. The top-tier plans range from $539 to $699 per month, offering features specifically tailored for Email Marketing, Marketing Automation, and E-commerce Marketing, depending on your needs.

8. Mailchimp

Mailchimp is a popular platform known for its marketing automation and email marketing functionalities.

One of its key strengths is the clean and intuitive user interface. Finding the features you need is effortless, with a clear left-side menu providing an overview of your campaigns and performance. Creating campaigns is equally straightforward – simply click the “Create” button and select the desired campaign type.

Mailchimp shines with its user-friendly Customer Journeys feature, allowing you to craft automated email sequences and follow-up messages for your audience. 

You can customise pre-built journeys or construct new sequences tailored to your needs by adding or removing steps using the intuitive drag-and-drop interface. Mailchimp offers a variety of triggers and actions to build both simple and complex automated workflows for your audience.

For those starting out, Mailchimp offers a free plan to test the waters. There are also four paid plans available, each providing a wider range of digital marketing tools and features as you upgrade.

9. Sender

Looking for a powerful email marketing tool without breaking the bank? Look no further than Sender

It boasts one of the most feature-rich free plans on the market, including robust deliverability tools to maximise your email reach.

Sender empowers you to create stunning newsletters even without coding knowledge. Their user-friendly interface allows you to choose from a diverse template library and customise it with various elements like images, videos, and text. You can even personalise your newsletters for each recipient, creating a more impactful experience.

What truly sets Sender apart is the surprising level of automation features included in their free plan. You can set up abandoned cart campaigns and leverage actions like moving subscribers between lists or updating custom field values.

While the free plan offers impressive functionality, Sender also provides three paid plans catering to B2B companies that require additional features.

Content marketing and SEO tools 

B2B content and SEO tools are designed to help businesses market their products and services to other businesses. Content tools can help you create informative blog posts, articles, and white papers that attract potential customers. SEO tools help you optimise your website and content to rank higher in search engine results, making it easier for those potential customers to find you.

10. Ahrefs

Ahrefs is a comprehensive SEO toolkit designed to empower users with the data and insights needed to elevate their search engine optimisation strategies.

At the core of Ahrefs’ functionality lies its powerful keyword research tool. With a vast database exceeding 7 billion keywords, Ahrefs helps you identify high-volume, relevant keywords within your niche.

You can delve deep into search term intricacies, uncovering valuable data to inform content creation and optimisation efforts.

But Ahrefs goes beyond keyword research. It excels in backlink tracking, a cornerstone of any effective SEO strategy. Monitoring your backlink profile is crucial for understanding your website’s authority and pinpointing opportunities to acquire high-quality links. 

Ahrefs equips you with the tools to track your backlinks, analyse your competitor’s link profiles, and identify potential link-building opportunities.

Ahrefs offers tiered pricing plans to cater to different needs. The entry-level Lite plan starts at $99 per month, allowing you to monitor up to 5 websites and enjoy extensive keyword research capabilities. The Standard plan bumps the website limit to 10 and increases other allowances for $179 per month, making it ideal for freelance SEO professionals managing multiple clients.

11. Gemini

The B2B marketing landscape is constantly evolving, demanding fresh content and strategic SEO tactics to stay ahead. In 2024, AI emerged as a game-changer, and Gemini stands out as a powerful tool for B2B marketers.

Gemini’s true strength lies in its ability to streamline content workflows and boost SEO efforts. It can generate high-quality content tailored to your specific audience and industry, saving you valuable time and resources.

But Gemini goes beyond simple content creation. It delves into the world of SEO by helping you identify relevant keywords and craft content that search engines love. 

By understanding user intent and search patterns, Gemini can suggest topics and optimise your content for better ranking, ultimately driving more qualified leads to your website.

Bard is currently free to use during its development phase, making it an accessible and cost-effective solution for B2B marketers of all sizes.

12. SEMrush

SEMrush is a comprehensive SEO toolset that empowers you to not only optimise your website but also gain valuable insights into your competitors’ strategies.

Similar to Ahrefs, SEMrush allows you to analyse your competitor’s campaigns, revealing their keyword strategies, ad copy, landing pages, and even their estimated budget. With this intel at your fingertips, you can refine your own campaigns to be more competitive and outrank your rivals in search results.

SEMrush’s “My Reports” feature shines for its customisation capabilities. You can tailor reports to your specific needs, selecting from a wide range of data points to include and customising the layout for optimal readability. This empowers you to present the most impactful information to stakeholders in a clear and concise manner.

SEMrush goes beyond simply reporting raw data. It provides valuable insights and recommendations to help you elevate your campaign performance. This can include suggestions for optimising bids, crafting more compelling ad copy, and targeting new, high-potential keywords.

SEMrush offers tiered pricing to accommodate businesses of various sizes. The Pro plan starts at $129.95 per month, Guru jumps to $249.95 per month, and the highest tier, Business, starts at $499.95 per month. They also have an Enterprise solution with custom pricing for very large organisations. All plans come with a free trial, allowing you to test out the features before committing.

B2B marketing automation tools

B2B marketing automation tools are software platforms that streamline and automate repetitive marketing tasks for businesses that sell their products or services to other businesses. These tools can help you save time and resources, improve your marketing ROI, and nurture leads more effectively.


HubSpot returns to our list, but this time for its marketing automation prowess. It’s a crowd favourite according to the G2 Grid for Marketing Automation, boasting high customer satisfaction.

HubSpot’s marketing automation shines with its user-friendly visual interface. This drag-and-drop board allows you to craft both simple and intricate conditional workflows.

You can set up basic email list autoresponders, or build a complex web of rules designed to target specific users with the perfect email, live chat interaction, website experience, and more. 

Essentially, HubSpot’s automation extends far beyond email, empowering you to scale your growth and free up valuable time from repetitive tasks.

The good news? HubSpot’s core email and form marketing automation tools are free to use. Upgraded access and features are available in paid versions of Marketing Hub, starting at £45 per month.


Marketo holds the title of the world’s largest marketing automation platform. It streamlines, automates, and measures marketing tasks and workflows, boosting operational efficiency and accelerating revenue growth.

However, Marketo is best suited for B2B sales. This means it caters less to e-commerce companies or businesses selling directly to consumers. Its focus lies in attracting, engaging, and nurturing leads through the sales funnel, specifically designed for B2B growth.

Marketo prides itself on offering custom solutions to its clients. This allows you to tailor your marketing strategy with a bespoke approach, ensuring you only see the metrics and functionalities that matter most to you.

Marketo offers diverse pricing options to fit various budgets. Each individual product has multiple plans, allowing you to find the perfect fit for your needs. You can even mix and match products to create a comprehensive solution.


Zapier is a no-code automation tool that acts as a digital bridge, connecting your different apps and enabling them to communicate and work seamlessly together.

The core benefit of using Zapier is its ability to automate tasks and transfer data. By automating workflows, Zapier saves you precious time, allowing you to focus on strategic business aspects. Whether you need to track leads from your website, schedule social media posts, or integrate your email with other tools, Zapier can handle it.

With an arsenal of over 2,000 apps, the automation possibilities with Zapier are truly endless.

Zapier caters to various user needs with a range of pricing options. The free plan is a perfect starting point for those new to automation or with minimal automation requirements. Upgraded plans offer additional features and functionalities for growing businesses.

Social media management tools 

B2B social media management tools are designed to help businesses in the B2B space manage their social media presence more efficiently and strategically. These tools offer a variety of features, such as post scheduling, social listening and analytics.


Hootsuite is a comprehensive social media management tool designed to streamline your online presence across various platforms. It acts as a central hub, integrating seamlessly with popular social media channels like Facebook, Twitter, Instagram, LinkedIn, Pinterest, and YouTube.

Hootsuite empowers you to create, schedule, publish, and even boost posts directly from its user-friendly interface, eliminating the need to log in and out of each platform individually.

Its robust analytics delve deeper than just numbers, providing valuable insights into your audience’s behaviour. By understanding what content resonates with your followers, you can tailor your strategy to deliver more of what they love and less of what falls flat.

Hootsuite caters to businesses of all sizes with its tiered pricing structure. The Professional Plan starts at $99 per month, allowing a single user to manage ten social media accounts. As your needs grow, you can upgrade to the Team Plan, which accommodates three users and twenty accounts, or the Enterprise Plan for larger teams and more extensive management requirements.


SocialPilot has blossomed into a comprehensive social media management tool that simplifies the process of sharing your content across various platforms.

Supporting a wide range of social media platforms, including Facebook, Twitter, LinkedIn, Google My Business, Instagram, Pinterest, and even TikTok, SocialPilot makes cross-posting easy. This versatility empowers you to manage a broad online presence effortlessly, regardless of your brand.

SocialPilot doesn’t stop at scheduling. Its built-in AI assistant helps you generate engaging content by recommending relevant posts for scheduling and publishing. Crafting captivating social media content becomes a walk in the park with SocialPilot’s helpful prompts and tone settings.

SocialPilot offers scalable pricing plans that unlock additional features and increased usage limits as you move up the tiers. There’s no free plan with ongoing usage, but they provide a generous 14-day free trial to explore all its functionalities before committing to a paid plan. This allows you to make an informed decision and select the package that best suits your needs.

Sprout Social

Sprout Social is a popular social media management tool that equips brands with the necessary tools to establish a thriving social media presence. It offers a comprehensive suite of solutions encompassing publishing, engagement, and insightful reporting.

The “Smart Inbox” is a standout feature, allowing you to monitor a variety of message types specific to each platform. For example, on Instagram, you can manage post comments, ad comments, direct messages, mentions (regular and story mentions), and media tags – all within a single, organised view.

Sprout Social also boasts a powerful “Social Listening” tool. You can set up custom views to monitor content across various platforms like Twitter, Facebook, Instagram, YouTube, Reddit, Tumblr, and even the wider web (think blog posts, news articles, and forum threads) for specific keywords and hashtags. This empowers you to stay tuned in to relevant conversations and industry trends.

Sprout Social offers four pricing plans, with the most basic option starting at $199 per month. This plan has limitations on the number of social profiles you can manage. Upgrading to an annual billing cycle can save you up to 25%. To give it a spin before committing, Sprout Social offers a free 30-day trial and even demos to walk you through the platform’s functionalities.

B2B marketing analytics tools

B2B marketing analytics tools help you understand what’s working and what’s not in your marketing efforts, allowing you to optimise your strategy for better results.

Google Analytics

Chances are high you’re already using Google Analytics – our survey revealed that a whopping 90% of marketers leverage it to gauge their performance.

Google Analytics 4 boasts a significant upgrade from its predecessor. Out of the box, GA4 offers pre-configured measurements for a wider range of user interactions, including scrolling, outbound link clicks, document link clicks, and website searches. 

This translates to less reliance on developers to set up custom events, empowering marketers to track more user behaviour without needing extensive technical expertise.

Exploration is another standout feature within GA4. It allows you to construct powerful custom reports, delve deeper into your data (as the name suggests!), and unearth the insights you seek.

Google Analytics 4 itself is free to use, offering core website traffic and user behaviour tracking. However, for large enterprises needing advanced features and massive data handling, there’s a paid version called GA4 360 with custom pricing based on usage.


Fathom prioritises user privacy. Its cookieless tracking ensures compliance with regulations like GDPR and CCPA right from the get-go. No need to fret about cookie notices or complex compliance setups.

Fathom’s interface is designed for utmost simplicity. All your crucial metrics are consolidated onto a single-page dashboard, providing the insights you need without navigating through a labyrinth of menus and reports.

Fathom keeps things focused on delivering the most essential website analytics. Its clutter-free dashboard displays key metrics like unique visitors, pageviews, average time on site, bounce rate, and event conversions – all readily available without the need to sift through layered reports.

Furthermore, Fathom grants you complete control over your data. Unlike some popular web analytics tools, Fathom offers unrestricted lifetime access to your data. This ensures you can always view and export your historical data for future reference.

Fathom’s paid plans offer powerful analytics for just $14/month. You can also test it out for free for 30 days.


Mixpanel is a user-friendly and powerful product analytics tool designed to empower product teams to track and analyse user engagement within their applications.

It offers a clear picture of the entire customer journey, allowing you to identify areas for improvement and implement effective changes. Additionally, Mixpanel empowers you to explore your data freely without the need for complex SQL queries.

One of Mixpanel’s most valuable features is the ability to create user cohorts based on specific behaviours. This allows you to segment your user base and tailor experiences to nudge users towards key value moments within your product.

Mixpanel has a free tier to get you started, with paid plans offering advanced features for $28/month and up.

Found the right B2B marketing tools?

Deciding on your suite of marketing tools as a B2B marketer can be tricky.

You’re likely already paying for a CRM which may include many functionalities mentioned above. But remember, the best skill any marketer can have is fully understanding their ROI. 

That’s exactly what we do here at Ruler. Understand how Ruler attributes your revenue and supports your marketing strategy. Or, get started with Ruler straight away by booking a demo with our team to see the data in action.