Best Marketing Software for B2B in 2025

There is high competition among vendors of marketing software for B2B today, and many are claiming to be the best there is on the market. However, when it comes to choosing a solution, you can’t simply fall for marketing gimmicks. You need to carefully evaluate your needs, list down the essentials and nice-to-haves, and find a solution that matches the requirements you have established.

Here, our aim is to help you set the parameters. We discuss key features, examples, types, benefits, trends, potential issues, and basically everything else you need to know about marketing software for B2B. And, if that’s not enough, you can also check out our top 10 marketing software picks so you can compare leadings solutions today.

Go over our list of top marketing software for B2B and select a few that match your requirements. Don’t forget to check the software’s SmartScore rankings and customer satisfaction ratings as these speak about the app’s reputation and current standing on the market. You can further evaluate the capabilities of the software you’ve selected by subscribing to free trial versions or watching demos. After which, you can ask your constituents to give their feedback. In this way, you can weigh the pros and cons of choosing one product over another. Some of the products that currently have the highest results in our SmartScore and Customer Satisfaction Ratings in this category are HubSpot Marketing, monday.com, Semrush, Maropost Marketing Cloud and MailerLite.

When choosing a marketing software for B2B, you need to check system compatibility with your business size. In doing so, you will be able to pick a solution that is just right for your marketing needs. You can check out the following categories and learn more about how marketing software for B2B can help your business.

• Small Businesses leveraging marketing automation features for the first time. Marketing software for B2B with powerful automation tools can help small businesses generate a higher return on investment. Such systems will simplify workflows and processes, eliminate repetitive and tedious tasks, and streamline campaigns to reach more clients in less time and with fewer resources.
• Medium Businesses aiming for greater efficiency. B2B marketing tools can help medium business improve their existing systems and processes. They can improve lead management by providing metrics for determining which clients to focus on and nurturing existing relationships to a sales-ready proposition. With B2B marketing tools, they can automate a large fraction of their existing tasks and focus their resources and attention on other revenue-generating activities.
• Large Businesses that need to step up their marketing analytics game. Most established enterprises have long surpassed marketing automation and are now looking to upgrade their software with powerful reporting and analytics features. With these capabilities, large businesses can optimize lead management, ROI tracking, and attribution models. They can uncover relevant insights from complex layers of information and make data-driven business decisions.

Large Enterprises need B2B marketing tools to create, implement, and manage complex promotional strategies. There are a lot of benefits they can gain from leveraging this kind of technology. They can optimize their marketing campaigns and resources, streamline processes with automation capabilities, further their cross-channel marketing engagement, and gain necessary insights with forecasting and analytics tools.

Most software also extend capabilities to digital asset management, web content management, and campaign tracking, among others, making them all the more ideal for saving time and resources while not compromising quality and best practices. By purchasing a robust marketing system, you are getting an all-in-one and cost-effective solution that certainly beats switching between several programs.

1. HubSpot Marketing. A compact, easy-to-use system, powered by an all-in-one CRM, designed to bring all your marketing efforts together.
2. monday.com. An all-in-one collaboration workspace where you can manage your marketing strategy, plan your campaigns, and streamline creative processes.
3. SEMrush. A leading online visibility management platform equipped with powerful SEO features. With this, you can perform keyword research, backlinks research, traffic analytics, and advertising research, among others.
4. Maropost Marketing Cloud. A web-based digital marketing platform packed with powerful automation features that can be used across multiple channels.
5. MailerLite. A marketing platform that can help users optimize email campaigns and automate email targeting and workflows.

Read about more examples in our article about the 10 best marketing software systems.

There are many types of B2B marketing systems on the market and there are generally two ways by which you can categorize them.

First, you can look at the set of features that vendors highlight. These are some of the most popular capabilities for B2B marketing platforms: account management, call tracking, campaign management, content marketing, demand generation, digital signature, email marketing, event management, kiosk, automation, resource management, mobile marketing, print fulfillment, public relations, search marketing, and social media marketing.

Aside from looking at the features, you can also categorize B2B marketing tools based on their type of deployment. They can fall under two categories: on-premise and cloud-hosted.

On-premise solutions are software that you can install on your own server in your office premises. You only need to pay once to acquire this software, but upfront costs are quite high as you need to pay for the license fee, servers, maintenance, and IT support.

For SaaS or cloud-hosted solutions, on the other hand, the vendor is responsible for maintaining your data on its server. You need to pay monthly or annually depending on the pricing package that you will pick. Choosing this type of software means you don’t have to pay extra for maintenance and IT support. The vendor takes care of these things along with regular backups. All you need to pay attention to are the pricing packages, which are typically based on the number of users who need to access the system via the Internet.

A top-of-the-line marketing software for B2B can help you generate more revenue from leads and improve overall sales. Search the market for a system with the following essential features:

• Lead Management. Your B2B marketing platform should have features to make every step of lead management more efficient. With it, you should be able to generate, capture, and identify the most promising leads. It should also help you create and automate personalized campaigns for lead nurturing. Lastly, it should have features for measuring campaign performance and identifying improvement points.
• Sales Insights. Your B2B marketing software should be your sales team’s go-to app for checking the value and potential of leads. It should help you have a deeper understanding of every step of the customer lifecycle, from the moment a customer shows interest in acquiring your product or service. Use it to identify hot leads and close deals in a snap. When you have sales insights, you can engage potential customers with smart campaigns, boost your conversion rates, and gain higher profit and customer satisfaction.
• Email Marketing. Your B2B marketing software should have an email marketing component. This is essential for preparing detailed customer profiles, creating email segments for more personalized messages, and engaging clients with relevant content based on their demographical data, preferences, and behaviors. You should be able to perform basic A/B testing with your B2B marketing software. More than this, you should be able to get in-depth reports and analytics that will guide you in determining the impact and ROI of your email campaigns.
• Social Media Marketing. Your B2B marketing software should help you get the most out of your social media accounts. Reach more prospects, engage existing customers, and create brand advocates through various engagement activities on social media, such as referral programs, sweepstakes, and polls. Know which activities are performing well using metrics from your B2B marketing software. Improve your social media strategy, create shareable content, and drive conversions and sales.
• Integrations. Your B2B marketing software should be able to extend its capabilities to other software programs that you are already using. For instance, if you have created processes and systems around a good and working CRM tool for your company, the best marketing software pick for you is the one that works with that system. Ensuring that these two can be integrated can help you create a more seamless experience for your users.

A marketing software application is extremely beneficial to a B2B company. With such a solution, you can:

• Focus on revenue-generating activities. By optimizing and automating your marketing efforts, you can dedicate more time and attention to other important aspects of your business. Without a marketing system informing your overall business strategy, you can miss out on a lot of revenue-generating opportunities.
• Deliver consistent marketing messages. Using automation features, you can eliminate the risk that comes with human error. Advanced technology makes it possible for you to do away with employee opinions and feelings reflecting on your brand when promoting your business. A B2B marketing tool will help you implement a consistent marketing campaign that can win over more customers and build brand loyalty.
• Gain insights from in-depth reports and analytics. There are B2B marketing tools out there that can help you digest big company data in a matter of minutes. This is because they are also packed with visualization features like graphs, charts, and the like. With access to this kind of reporting feature, you will be ready to make data-driven business decisions as needs for it arise.
• Implement effective lead nurturing strategies. One goal common to B2B companies is to generate leads and convert them into paying customers. A marketing software system can help your business achieve this goal. It can help you identify the pain points of your target market and deliver content that addresses those needs.
• Achieve multichannel efficiency. The internet gives businesses a lot of opportunities to connect with clients and prospects. They need a centralized system to be able to maximize the potential of each channel. Here is where marketing software comes in handy. Built with tools for email marketing, social media marketing, mobile marketing, and so on, a robust B2B marketing application can come a long way in contributing to business revenue and growth.
• Eliminate practices that don’t work for your business. Some of your campaigns will work better than others, and this is true for all businesses. However, a marketing software system can give you a competitive advantage by letting you understand the metrics behind each campaign’s performance. With numbers at hand, you can decide which campaigns to keep and which to discontinue.

You would want your B2B marketing software to be capable of evolving with rapid technological developments and adapting to your company’s changing business needs. Check if your top picks are able to respond to the following marketing software trends:

• B2B marketing software systems are becoming more user-friendly. Outdated, clunky interfaces are things of the past. Vendors are making it easier for companies to adopt automation and AI technologies, among others. You don’t need to be an IT expert today to be able to understand how a system works. Your learning curve should also be minimal.
• B2B marketing software systems come with friendly mobile versions. Top-notch vendors understand that the B2B marketing environment is complex and would sometimes require employees to work while on the go. They either offer mobile-friendly systems that you can access with a browser or have mobile app versions of their products.
• B2B marketing software systems today are making use of social intelligence. Social media channels are powerful tools for listening and engaging with customers. Your marketing software should empower you to more efficiently perform the task of using social intelligence to boost conversions.

It’s good practice to research potential issues before settling on one product. Make sure you check your B2B marketing software picks for the following common issues:

• Data Security. You would want the right people to have access to your centralized company database whenever and wherever they are. At the same time, you would want to protect sensitive and confidential data from unauthorized individuals. For this reason, you should check your B2B marketing software for security compliance and features like single sign-on, user access permissions, and the like.
• Outages. Frequent or lengthy outages can disrupt work and negatively affect your company’s productivity and revenue. To prevent this from happening, you should pay attention to the vendor’s historical performance and carefully evaluate their service-level agreement. By doing these, you can rest assured outages are kept to a minimum and are solved right away.
• Compliance. Choose a B2B marketing software that can help you comply with government data protection laws. Contact your vendor to make sure they are a right fit, given the regulations that need to be followed by your business.
• Data Mobility. Should you decide to change your service provider for any reason, there should be a way for you to safely process and move your data to another software. Avoid getting locked in with one vendor. Pick a solution that allows for an effective exit strategy.

Artificial intelligence is changing the ways B2B marketers work for the better. Some of the benefits that come with leveraging this technology are increased personalization, enhanced customer experience, and intelligent automation.

One example of AI technology is machine learning. With machine learning, you can continuously improve your processes as your system learns from experience. Over time, you can create more personalized interactions with your customers and prospects.

We see machine learning already in the work of many social media platforms today. For instance, Facebook uses it to recognize user interests and tailor content or product recommendations for them. In the same way, LinkedIn uses customer history and information for job recommendations.

Another AI-assisted technology is chatbots. You can use chatbots to provide real-time, quality responses to customers looking for support or inquiring about your services on your platform. As it can carry out conversational marketing for you, you can save time and money for this task and still enhance your customers’ experiences. Currently, chatbots are being developed to provide more human-like experiences to users.

For so long, only a few strategies can contend with search-optimized content combined with engaging images in the marketing world. However, something else is gaining traction today: video marketing.

Crossing YouTube borders, video has spread to other social media platforms, video streaming platforms, and even gaming applications. Short videos, in particular, have been found to be one of the most effective ways to reach and engage one’s target audience.

From simple videos, marketers today are using interactive video ads, giving users 360-degree video experiences, and creating shoppable video content. With the right marketing software, your B2B company can also do the same.