Top 10 B2B marketing automation platforms for your business
Marketing is fundamental for any business to achieve success and sustainability. It goes far beyond just advertising, as strong connections with the target audience can accelerate business growth.
As marketing execution continuously transforms over time, manual processes gradually change to fully automated, promoting better customer experience by reducing long and complex activities.
The demand for business-to-business (B2B) marketing automation became more relevant for companies to eliminate repetitive tasks and nurture prospect leads at scale.
With technological advancements, like artificial intelligence and software development, B2B marketing automation has become a key tool for sales and marketing efforts.
According to a forecast by Frost & Sullivan, the market for marketing automation solutions is expected to bring in $6.6 billion in revenue by 2026.
This article will give an overview of the top B2B marketing automation tools available today.
Top B2B marketing automation platform
- Hubspot
- Mailchimp
- Marketing Optimizer
- Salesforce
- Klaviyo
- Adobe Marketo Engage
- ActiveCampaign
- Brevo
- Leadfeeder
- Omnisend
What is B2B marketing automation?
B2B marketing automation refers to leveraging software and technology to automate and enhance marketing functions that are directed toward other businesses.
Unlike business-to-consumer, which primarily centers on building brands and easy transactions, B2B marketing automation is designed to provide support in a more complex B2B sales ecosystem.
It handles and automates various tasks with advanced features using technology, like email campaigns, lead generation, and social media management, making marketing teams more productive.
B2B Marketing automation also utilizes Customer Relationship Management (CRM) platforms to generate valuable insights and integrate engaging approaches for potential clients.
It ultimately helps businesses to generate and qualify leads and drives them towards the sales funnel to close more project deals.
Selecting the right B2B marketing automation platform
Having the right B2B marketing automation is crucial to ensure their impact and efficiency in delivering business growth. It is not only the features but also their alignment with your business needs.
Here is a list of important factors when selecting a B2B marketing automation tool:
1. Defining goals and current processes
Defining your objectives is a critical first step in choosing the most suitable platform. Most automation marketing offers customizable and personalized services to suit every client’s needs.
By understanding your requirements, marketing automation providers can easily integrate and design marketing funnels, sales cycles, and marketing content based on business goals.
2. Core features and functionality
B2B marketing automation platforms promote various features, but it is essential to consider what is best for your business, as not all are applicable or suitable for your needs.
For B2B marketing, marketing teams can look for tools that excel in lead nurturing, email marketing and personalization, analytics, and those capable of CRM integration.
3. Usability and support training
An ideal marketing automation platform builds an intuitive, easy-to-navigate, and user-friendly interface that requires a low learning curve.
A marketing automation tool that provides training and customer support programs is also a plus factor that helps the company to easily adapt to advanced processes and maximize the platform’s potential.
4. Scalability and cost of service
Look for a platform that will grow with you as you expand your business operation.
There are marketing automation tools that allow you to begin with a free trial and starter services, and will eventually offer more features as your needs evolve.
Researching the service providers and their pricing structure is also an advantage, making you fully aware of any hidden or additional costs for additional services like premium features.
5. Integration with existing applications and tech stacks
B2B marketing automation should not only come as an added tool but also needs to work harmoniously with other existing marketing tools currently utilized by your business.
In choosing the right tool, check its capability to integrate with your existing CRM and other essential tools. It reduces the challenge of transferring data and other important information in your organization.
Top 10 B2B marketing automation platforms
Here is the list and overview of the top marketing platforms in the global market today that your company can choose from:
1. HubSpot (All-in-one B2B marketing platform)
HubSpot is one of the leading providers of B2B marketing automation services, bridging sales, marketing, and service departments into an AI-powered platform designed to connect to more clients.
It has a user-friendly interface that provides faster marketing processes and transactions, allowing all teams to have a comprehensive view of its leads at every stage of their journey.
HubSpot’s Marketing Hub is a B2B automation platform designed to attract more visitors and convert them into leads. Its main services include:
- Email and marketing automation
- Landing pages and forms
- Search Engine Optimization (SEO) and social media management
- Campaign management and analytics
2. Mailchimp (Email marketing expert)
Mailchimp is an expert in leveraging email marketing and turning it into a revenue activity.
This service equips its client partners with email marketing and automation capabilities aimed at increasing both user engagement and sales.
Mailchimp also uses generative AI and automations to segment potential leads and optimize reports and analytics properly. It serves as a guide for benchmarking, visual content, and email customization.
It also offers these B2B marketing automation services:
- Website and social media marketing
- Marketing automation and audience management
- Lead generation and content creation
3. Marketing Optimizer (Best for lead-generation)
Marketing Optimizer introduces a seamless platform that unites lead selling, marketing, and sales using marketing automation.
It has key features that center on automating sales engagement, lead generation, and optimizing overall marketing efforts for its clients. It offers the following marketing solutions:
- Marketing automation and CRM
- Sales engagement and lead management
- Lead distribution
- Sellers, marketers, and sales team solutions
4. Salesforce (Marketing platform for all sizes of enterprises)
Salesforces integrate AI-powered solutions and leverages technological advancements to enhance CRM and data services, providing solutions for customer-related concerns.
It offers various solutions, including its Marketing Cloud Account Engagement, which is primarily designed for B2B companies.
Salesforce has an automation platform that helps its clients generate and qualify leads and eventually align their marketing efforts to secure more deals.
5. Klaviyo (Best for eCommerce and marketing automation)
This marketing automation provider offers services for both B2B and B2C customer engagement, helping enterprises to manage and enhance their interaction with other businesses.
Klaviyo promotes a CRM platform that combines the core of marketing, sales, and service to come up with personalized solutions for clients and help them achieve a more innovative and seamless growth.
6. Adobe Marketo Engage (Automation marketing expert)
This marketing automation platform helps brands to map the overall buyer’s journey. It has an advanced system for customization, segmentation, and campaign management.
It personalizes buyer engagement and turns it into a predictable pipeline and revenue. Adobe Marketo Engage attracts the right buyers and guides them in their marketing journey.
It keeps marketing and sales united, delivering informative insights for marketing processes that significantly impact the revenue of the business.
7. ActiveCampaign (Premade and multi-lingual automation)
ActiveCampaign provides companies with B2B marketing automation platforms that work with multiple languages, allowing them to reach prospects and target leads on a global scale.
It focuses on developing a new era of marketing solutions backed by goal-centered strategists, marketers, performance analysts, and campaign creators using a single platform.
ActiveCampaign’s platforms are also capable of providing these functions for B2B marketing:
- CRM and marketing automation
- Analytics and active intelligence
- Email and SMS automation
- Landing pages and application integration
8. Brevo (Free marketing platform with appointment scheduler)
Brevo offers a free marketing automation platform for B2B services that provides a wide range of digital marketing features, which include the following:
- Appointment scheduling and sign-up forms
- Email and SMS marketing
- CRM and Workflow automation
- Landing pages and social media management
Brevo designs an easy-to-navigate interface for the marketing team to monitor every stage of its customers’ journey easily. It also creates personalized marketing campaigns based on client needs.
9. Leadfeeder (Best for lead generation)
Leadfeeder considers lead generation an essential activity in business marketing, making it one of the main focuses of its services for marketing automation.
It helps companies turn their web page visits into pipelines and convert them into high-value target leads. Leadfeeder also performs B2B marketing services with a free trial using the following solutions:
- Lead generation and account-based marketing
- Website visitor tracking
- Sales prospecting
10. Omnisend (Marketing automation for SMBs)
Omnisend offers automation services, particularly in email and SMS marketing, that are suitable for small businesses. It allows clients to engage with customers by sending and emailing campaigns.
Its campaign templates are highly customizable to adapt to the requirements and tastes of businesses, giving their customers a personalized and on-brand vibe while enjoying every stage of their journey.
Omnisend also has the capability that allows clients from other tools to migrate to its platform easily. It can also integrate applications to create centralized data across clients’ tech stacks easily.
Level up operational efficiency with B2B marketing automation
B2B marketing automation is a powerful tool for boosting operational efficiency by taking over repetitive manual tasks.
It frees up your marketing team from time-consuming work like sending follow-up emails, scheduling social media posts, and scoring leads.
This allows them to focus on high-impact strategic initiatives, such as creating compelling content, developing new campaign ideas, and analyzing performance data.
With digital process automation, businesses can ensure consistent communication, reduce the risk of human error, and streamline the entire marketing and sales funnel.
Ultimately leading to faster nurturing, better-qualified leads, and improved collaboration between teams.
Independent
