Top 5 Tools for B2B Marketers in 2020
Over the last couple of months, I’ve spoken to probably around four hundred B2B marketers from both North America and Europe. Different companies, industries, different needs… but I must say that I’ve certainly noticed something. It almost feels like modern B2B marketing no longer belongs to the humans, instead it belongs to the robots (software).
Modern B2B marketing no longer belongs to the humans, instead it belongs to the robots (software).
Indeed, the number of new SaaS tools that marketing teams have adopted in the last year or so has been outrageous. Considering the corona virus outbreak leading to an economic downturn, this number will likely keep climbing records heights as companies are going to be even more concentrated on achieving extra efficiency and will much rather prefer solving a problem with an inexpensive software product, rather than by “throwing bodies” on it. That’s why in early 2020 me and Olivia Murphy (MR PR Manager) have put together a list of tools every B2B marketers needs in 2020.
- Social Media Management Tools
Still managing your SMM profiles separately? In 2020 there’s no excuse to spending so much time on managing social networks – you’ve got a thousand more goals to achieve, do you? There are plenty of good quality social media management tools out there.
- Lead Enrichment and Email Validation Tools
Your lead generation campaigns are probably delivering hundreds, thousands or even tens of thousands of leads every month. That’s great, but this is not enough to be called a great B2B marketing organization in 2020. We’re seeing that more and more businesses start tying marketing KPIs to pipeline which we believe is a major forward to better aligning marketing and sales teams. In the new approach the number of leads you’ve delivered doesn’t mean much unless your leads of high quality. That’s where the lead enrichment and email validation tools come handy as they’re helping B2B marketers get more information about the leads their generating, identify leads that match the ideal customer profile quickly and get rid of junk. Here are the key players on the lead data quality arena.
- Landing Page Builder
In 2020 you can’t afford bugging web developers each time you need a solid landing page for a marketing campaign. The landing page builders have been around for a while and B2B marketers have learnt that creating a landing page from scratch is not as hard as it may seem. If your organization doesn’t yet have a solution to build high converting landing pages, put another thought into it – the ROI of this investment is simply amazing. Here are the tools which can help you create your own landing page factory.
- SEO Tool
In 2010’s the majority of marketing teams adopted a new “Content Is King” strategy. White papers, case studies, research and other content assets which had previously been gated PDFs, were quickly transformed into web pages optimized for SEO keywords. Right around that time many organizations realized the benefits and unique power of launching corporate blogs with the idea of educating the buyers, rather than trying to sell to them right way. In 2020 it is essential to optimize all of your content for SEO and here are the tools which can help you better identify the keywords, monitor traffic and analyze how you’re stacking up against the competition.
- Marketing Calendar
The majority of B2B marketing departments at some point start running campaigns across multiple channels, regions, and verticals. We all remember spreadsheets and timelines that all of us were building in Excel. They were hard to maintain, hard to navigate and difficult to manage. But enough is enough - today all of us have a better solution, an online marketing calendar tool that helps align your team and provide visibility into when you’re launching your key campaigns, what their topics are, what assets are being used, etc. Here are a few examples of marketing calendar tools