Four years – an eon in the digital age and a significant chapter in anyone’s life. As I sit down to revisit the ever-evolving landscape of B2B tools for marketers, I can’t help but reflect on how much has transpired.
Besides my growing grays, my journey has been a mosaic of growth, challenges, and unexpected turns, mirroring the seismic shifts we’ve all witnessed in the world in the last four years. Data gathering concerns are under the spotlight. AI is all the rage. Tech moves toward headless architecture. New social platforms emerged as dominant players. Omnichannel marketing is omnipresent.
The digital landscape, much like life, refuses to remain static. Since my last deep dive into B2B marketing tools in 2019, we’ve seen technologies emerge, morph, and, in some cases, vanish into the ether of innovation. The business environment, too, has been reshaped – by global events, changing market dynamics, and a relentless push towards digital transformation.
In this post, I’m excited to show how these shifts have redefined the toolkit of today’s B2B marketer. From AI-driven analytics to sophisticated CRM systems, we’re operating in a more dynamic, integrated, and data-driven space than ever. Join me as I unpack the latest in B2B marketing tools – a blend of the familiar, the transformed, and the entirely new – and discover how they fit into the complex puzzle of today’s digital marketing landscape – from my perspective, of course.
Productivity Tools
Project management still plays a vital role, but I’ve moved on from Trello mainly because I’m dealing with developers a lot. So, what’s changed?
Shortcut
Shortcut, formerly known as Clubhouse, is a project management platform for software development that I was (kind of) forced to adopt. It’s not as easy to master as Trello, but if you work with developers most of the time, as I do, you want to know it. The plus side is it is not Atlassian or Monday.
There is a FREE option for a team just getting started, but the Business tier for $8.50 is even better.
Google Drive
I’d say it is still one of the most popular and effective tools for sharing media, information, and content within a team. Since I’ve started using it, I can’t help but wonder who still uses Word or Excel. For my needs, I’m more than okay with Google Drive. All your data and files are safe and synced with your Google account, and being easily accessible via any device is a huge plus.
I know there are other solutions, but sharing files, editing docs, and uploading (and sharing media) has never been easier, thanks to Google Drive.
Free for personal use. For teams and businesses, G.Drive is a part of G Suite, and the price starts at $6. Any alternatives? Well, Microsoft OneDrive, for sure.
Notion
I am late to the Notion party and did not get into the hype of it, to be honest. Notion is a collaboration platform with modified Markdown support that integrates Kanban boards, tasks, wikis, and databases. It is an all-in-one workspace for notetaking, knowledge and data management, and project and task management; i.e., it has it all. The sheer complexity kept me at bay + I’m happy with G.drive.
But, I must admit there are cases where it is more than useful. As an avid user of Notepad (for notes, links, and even code writing, HTML, and CSS), yes, Windows Notepad, Notion might be the replacement for the new age.
On top of that, Notion AI is making waves.
Price ranges from FREE to $8 for small groups of users. Notion AI is available as an add-on to Notion plans, including Free Plans, for $10 per member per month.
Slack
Slack and Teams are by far the most popular team and project communication tools. What makes it better for me is the ease of use and familiarity with the tool I have. You can set up different channels for the company’s sectors, projects, or clients and still have DM available on your Slack. Don’t get me wrong, moving from Skype was an eye-opener for me, and Teams is kind of an upgraded version of Skype if you ask me.
Pricing? FREE with limitations or pro starting with $7.25/mo.
SEO Tools
I think I’ve narrowed down SEO tools more than any other, i.e., I don’t test for new ones that much. What about AI for SEO? Well, there are already pre-made AI prompts for SEO to assist you in completing routine jobs faster. However, remember that ChatGPT and the likes are unlike other SEO tools in that they provide random outputs based on probability distribution. In contrast, SEO tools gather search data from many different sources.
Analytics/Search Console
Google’s Analytics 4 (or a GA4 alternative) and Search Console supply you with key info regarding organic search traffic and general traffic performance. They are the most helpful tools in your arsenal when assessing where you are in search. Best of all, both GA4 and SC are free.
Downsides? Steep setup and learning curve for GA4 and privacy concerns. However, running a business on alternatives to G products (while possible) can be difficult.
SEMRush
SEMRush is a comprehensive toolkit for digital marketers that provides a wide range of features aimed at improving online visibility and discovering marketing insights…. it is my go-to tool for various marketing tasks across several channels, including SEO (Search Engine Optimization), PPC (Pay Per Click) advertising, keyword research, competitive analysis, social media marketing, content marketing, and market research.
The pro plan at $129.95 /mo is more than enough for single businesses.
Serpstat
When comparing business with competitors, assessing keywords, or simply planning SEO strategy, Serpstat is another tool I turn to. The handy keyword research tool features numerous keyword suggestions for specified keywords, among many other features, on top of a really intuitive user interface.
Additionally, Serpstat offers amazing filtering options and other great tools such as Rank Tracker, Project Rank History, and Page Audit, so there’s no need to worry about staying in touch with the ups and downs of your keywords and topics.
Plans start at $45 per month.
SEO Search Simulator by Nightwatch
One of the best Google extensions, the Nightwatch Search Simulator simulates search engine queries from any location on Google, allowing you to easily check and track your website or your competitor’s rankings.
Enter the keyword, select the country, and get local search ranking results. It’s as simple as that. It’s also incredibly useful; best of all, it’s FREE.
Screaming Frog
Sometimes, you need to dig into tech SEO. Screaming Frog SEO Spider is a powerful and flexible site crawler that gathers critical onsite data to allow you to make informed decisions. Together with the data Serpstat provides, it is a powerful combination.
The free option has limitations, while the full-featured version has a relatively high price tag.
Content Tools
4 years ago, I did not use any content tool… I think. Since 2023, it feels like you can’t get enough of them, especially with all the AI stuff. So, let’s talk about that.
ChatGPT and the Likes
ChatGPT and the like (actually, AI in general) excel at content tasks, but you should not rely entirely on them. AI content is only as good as your knowledge of the topic you tasked AI to write about. In other words, proofread it before publishing it.
It is my go-to AI tool with enhanced capabilities introduced with the ChatGPT 4.0 version, like plugins, browsing, GTP agents, and image creation alongside text. I am sure there are better, more focused solutions, but I’m not entirely sold to AI. Why? Gift of creation and experience.
So, how do I use it, and for what? Generating social blurbs for posts. Suggesting post structure based on keyword and top search results for that keyword. Explanation of terms I’m not too certain about. Image creation based on a post or a title. Content repurposing…and many more.
The thing is, none of the outputs I use are finished products that will be published. I use them as inspiration for what I’m going to make. Why? The gift of creation and experience can’t be faked but can be nudged in the right direction.
It’s a tool. Nothing more.
Two price plans, free and $20 monthly.
QuillBot
Before ChatGPT was around, I used QuillBot to rewrite sentences I did not like. I still use it when I write, while Grammarly, I use when I proofread what I wrote. It is an awesome service for just $9.95 per month, and a free plan is okay as well.
Grammarly
For non-native English speakers, there is no better tool than Grammarly. Not only does it help with spelling, but it also suggests changes and fixes for your writing. Yes, you can use ChatGPT (especially with one of the available GTP agents like Copy Editor, for example), but I still find Grammarly better at it.
There are free, Premium ($12 per month), and Business ($15 per month) plans available.
Vidon.ai
For some time now, video has been the go-to content in many industries and for many people. It’s how they get their kick off the internet, if you will. If you don’t have a designer, video editor, or video team ready, you can use Vidion to create, publish, and automate engaging videos. Just upload the script or your blog post URL, and Vidon will generate a cool video with suggested images and voiceover. You can choose music, change images, add videos, etc.
This super useful tool makes those fast Insta/TikTok/Shorts videos at just $29 per month.
Social Media Tools
Buffer, a social media posting scheduler, is out of the picture. Not because it’s not good but because I moved from scheduling. With low returns on time spent on social media, I’ve found it to be better to post just a couple of announcements in succession rather than scheduling a ton of posts. Tweepi is also in the past, courtesy of Elon Musk.
Mention
Mention is a real-time monitoring platform for following brand or keyword mentions across the web, social media, and other major sites. It is one of those tools that helps you better understand your audience and act accordingly. It also comes with publishing and scheduling capabilities, making it a perfect replacement for Buffer. I am not very regular about reading data, but it comes in handy often.
Price plans start from $41.
FlockSocial
FlockSocial is a new tool that helps you grow your audience on Instagram. Zero spam, no bots, and not one fake follower. Three simple steps to set it up, and let the tool grow your audience. Of course, you must continue making cool content to retain users.
At $69 per month, Instagram Explorer is the cheapest plan (no free option) that guarantees 400+ new followers. But the real power comes with a high-end Instagram Conqueror $239 monthly plan.
AimFox
AimFox is an end-to-end LinkedIn outreach automation, networking, and lead management solution. Comes in really handy when you want to promote your business on LinkedIn. It is an irreplaceable tool in my account-based marketing (ABS) strategy.
Because it is in beta, AimFox comes with a 14-day FREE TRIAL at a price of $39 per month.
Design Tools
I am no designer, but sometimes, I tire of waiting for illustrations. When that happens, I use these.
Figma
Figma will feel like an outer-world experience if you have worked with Photoshop before. But don’t worry. You’ll feel like that just a couple of times. Once you get the hang of it, it will become a must-have. A few reasons why Figma is so good are its intuitive interface, cloud-based tool, real-time collaboration feature, faster design handoffs, and wealth of pre-made themes.
The Free Forever plan checks all my boxes even though I work within a team. But if you want more paid-for plans, begin with Figma Professional at $15 per editor/per month.
Snipping Tool
To put it simply, the Snipping Tool is used for snapshots and is a utility that usually accompanies any version of Windows. The screens you’ve taken can be stored and easily edited in PNG, GIF, JPEG, or as an MHTML file. You can share the image, of course. It is useful when you don’t have time to work with Figma.
Pixabay
You can use ChatGPT (powered with DALL-E) or Midjourney to create images from your prompts, or you can opt-out to Pixabay, which has a staggering collection of photos covering all sorts of categories from nature, technology, science, and entertainment, to more personal photos that cover topics such as family, health and so on. Best of all, it’s free.
Email Tools
MailChimp
Over the years, I have changed a lot of email senders. The one that stuck is probably the most popular one, MailChimp. They send approximately 600 million emails every single day. That is jaw-dropping by any standard.
Today, MailChip is much more than an email automation platform; honestly, I’m just scratching the surface of what it does with how I use it.
It’s not a cheap option at all. Users may send up to 1,000 emails per month to 500 subscribers as part of their free plan. However, it is most recognizable by cloud email providers such as Gmail and Yahoo.
Hunter io
Usually, Hunter.io is used to fish out email addresses. However, using Hunter with Chrome lets you find a contact when visiting a website. The tool delivers names, job titles, social network accounts, and phone numbers. You can use Domain Search for email-finding. Just click on the icon in Chrome, and the email addresses for the website you’ve opened will appear in the browser tab. The email addresses are marked verified or returned with confidence scores.
The available price plans depend on the number of monthly searches you make. They start with FREE for 25 searches and over €34 for 500 searches.
Substack
Substack is not exactly an email sender but an online platform that provides publishing, payment, analytics, and design infrastructure to support subscription newsletters. However, with some twist and planning, it can serve you as a bulk newsletter (or any email) sender.
I use it as my newsletter platform. After years of using different options, including Linkedin newsletter, Medium, WP and DatoCMS + Jamstack website + Sendinblue/Sendgrid, etc email senders, I realized that Substack is an easy and elegant solution with amazing 98% deliverability.
On top of that, it comes with a vibrant community of creators covering all topics, so it serves as an educator and social network as well.
2🪙 Nobody Asked for😎
Today’s tools are more integrated, data-driven, and sophisticated, empowering marketers to navigate a complex and dynamic environment effectively. In a way, this journey of B2B tools I use reflects not just the evolution of technology and move towards omnichannel marketing but also my growth as a professional in adapting to these changes.
With this (kind of) follow-up, I hope to share my experience and help you build, update, or upgrade your tool stack to meet modern demands. Let me know your thoughts here or on X(Twitter) Cookie Duster.