The B2B marketing landscape in 2026 has never been more competitive. With almost every marketing company embracing AI and automation, failing to adopt these technologies can quickly put you at a disadvantage.
That said, selecting the right tools for your brand, workflow, and team is important. To help guide your decision, we have put together a list of software every B2B marketing company should consider.
1. HubSpot
HubSpot has become a well-known name in the marketing world. It’s a user-friendly, powerful Customer Relationship Management (CRM) that helps businesses grow by bringing marketing, sales, customer service, and content management together in one AI-powered platform. It doesn’t just help you connect with potential customers, it also makes it easy to engage with the ones you already have. Plus, you get real-time data to see how your website and marketing strategies are performing. Whether you are a freelancer, a small business, a mid-size company, or a global enterprise, HubSpot has tools that can work for you.
2. Semrush
Semrush is another popular AI-powered digital marketing tool, and it’s easy to see why marketers love it. It brings multiple marketing functions such as Search Engine Optimization (SEO), content, Pay-Per-Click (PPC), social media, and local SEO into one easy-to-use platform. With Semrush, you can identify trends in your industry, audit your on-page SEO, and discover valuable keywords for your campaigns. It also provides valuable insights into how your business is performing compared to your competitors. Even if you are new to digital marketing, Semrush makes SEO easy to understand and use.
3. Zapier
If you are tired of jumping between apps and doing the same tasks over and over, Zapier can be a helpful tool. It connects your apps and automates everyday work with just a few clicks, no coding required. You can automate everything from payment processing and CRM updates to syncing data between tools like Google Sheets, Asana, and your email platforms. For example, you can connect your CRM to applications like Salesforce or HubSpot, so new customers are automatically added whenever a payment is processed or an invoice is sent. Whether you are a freelancer, a growing business, or a large organization, Zapier helps save time, reduce errors, and keep your workflows running smoothly, so you can focus on bigger priorities.
4. Ahrefs
Ahrefs is a digital marketing platform that focuses heavily on SEO. With Ahrefs, you can research demand, analyze competitors, find content opportunities, track backlinks, monitor performance, and measure visibility across search and AI, all in one place. Where it really shines is competitor research, especially with its Site Explorer tool. It lets you see how competitors are getting traffic, building links, and ranking for high-value keywords. While Ahrefs doesn’t have additional marketing features like social media management or lead generation, it provides in-depth, powerful insights within its core SEO tools, which can help you see exactly which strategies are driving results.
5. Hotjar
Hotjar gives you a real-time, visual look at how visitors interact with your website. Using it is like being your own mystery shopper. Through heatmaps, you can see exactly where users are clicking or not clicking, and what is grabbing their attention. With session recordings, Hotjar lets you watch real visitor journeys, making it easy to identify problem areas and see what needs to be improved at a glance. It helps answer important questions like why users behave a certain way, where they are getting stuck, and what might be preventing them from converting. It is especially useful for marketers, product managers, and designers who want a deeper understanding of user behavior. By removing the guesswork, it gives businesses the confidence to make changes and enhance their website’s performance and user experience.
6. Jasper AI
Jasper AI is a writing assistant tool made for marketing teams. Unlike general chatbots like ChatGPT or Claude, Jasper focuses on the kind of content marketers work on every day, such as product descriptions, social media posts, ads, landing pages, newsletters, and campaign messages. It now does more than just write copy. It also helps teams organize and manage full marketing campaigns. One key feature is Jasper Canvas, a visual workspace where you can zoom out, group assets, and plan everything your team needs for a campaign. Jasper is best suited for teams and agencies. If you work alone, you can still use its templates and brand voice tools, but it might feel a bit too complex if you only need help once in a while.
7. ZoomInfo
ZoomInfo is a very handy tool that gives you access to business contacts and company profiles, making it easier to research potential customers and build targeted lists for lead generation and marketing. You can easily find up-to-date information by searching for specific companies or contacts. It allows you to see who is browsing your website and what they are interested in. The Conversation Intelligence tool dives into every chat and gives you helpful insights on what works. Plus, AI features like ZoomInfo Copilot can help you find ideal prospects, automate outreach, and personalize campaigns. If your business is into sales, marketing, operations, recruitment, or data management, ZoomInfo could be a game-changer for you.
8. Sprout Social
Social media now plays a major role in influencing purchasing decisions, and it is one of the easiest ways to connect with your audience. That is why investing in the right social media management tool can make a big difference. Sprout Social is an all-in-one platform that helps businesses manage all their social channels from one central place. Where it really shines is in analytics and reporting. It provides clear insights into audience engagement and post-performance so you can make smarter decisions. Another standout feature is its Social Listening tool, which helps you understand what your audience is talking about and use those insights to create more relevant and strategic content. If social media is a key part of your marketing strategy and you want a platform that gives you deeper insight into your brand’s growth, Sprout Social can be a good fit for your business.
9. ActiveCampaign
ActiveCampaign is an automation platform that helps you manage the entire customer lifecycle. It combines email marketing, marketing automation, CRM, and sales automation, so you can easily personalize how you connect with your customers. You can set up automated email sequences, organize your contacts based on what they do, and keep track of your sales pipeline without any hassle. While Mailchimp is popular for email marketing, ActiveCampaign has more advanced features, especially when it comes to automation and contact management. If you are looking for a platform that goes beyond basic email campaigns and gives you stronger tools for automation, CRM, and list management, and you have the budget for it, ActiveCampaign is worth considering.
10. Canva
Simply put, Canva is a great alternative to more advanced and expensive design tools like Adobe Creative Cloud. It makes it easy for anyone to create high-quality marketing materials, even if you do not have design skills. With Canva, you can create everything from social media posts and presentations to posters, logos, videos, and documents. Its large library of templates makes it easy for beginners to get started while still being useful for experienced users. With Canva AI, you can describe what you want, upload images, make edits, or generate designs. You can even create short video clips just by entering a prompt. If you are looking for quick, attractive designs and do not want to spend heavily on professional design tools or services, Canva is a solid option.
Choose the Right Marketing Tools for Your Team
With so many marketing tools out there, it can feel overwhelming to pick the right ones for your team. The key is to think about your goals, workflow, and skill levels. Are you looking to improve your email campaigns, automate repetitive tasks, manage social media, or understand user behavior better? Once you know what you need, you can narrow down your options and choose a tool that actually makes your life easier instead of adding more complexity.
Remember, the best marketing tool is the one that fits your team, budget, and goals, and helps you get things done efficiently while still letting you be creative. Don’t be afraid to try a few, test them out, and see what feels right. Sometimes the best way to know is to just dive in and experiment a little.
Ready to Level Up Your B2B Marketing?
If you are a B2B company looking to improve your marketing strategy, connect more closely with your audience or generate more leads, having the right marketing partner can really help. IN2communications is an award-winning digital marketing and web design agency that works with B2B organizations to build awareness, increase consideration, and drive qualified leads.
Whether it’s creating engaging campaigns, developing compelling content, or analyzing performance to optimize results, our team is dedicated to helping businesses grow faster.
Get in touch with us to see how we can support your marketing goals.
About IN2communications
IN2communications is a Managed Marketing Agency specializing in full-funnel marketing strategies, including website development, content creation, lead generation, and ROI analytics.
