There are a large number of digital tools focused on helping and improving the management of B2B marketing. These allow people to carry out their work in a simpler and more automated way.
The truth is that new and more tools appear every day. However, in this ocean of tools, it is often difficult to decide which one to use.
I can say with certainty that I have tried at least 100 digital marketing tools, for website creation, content, automation, email marketing, surveys and more.
Before starting with the recount of tools, I am going to tell you a little about what B2B marketing is and what it implies for your company.
Key aspects of B2B marketing include:
- Target Audience: The target audience in B2B marketing is generally other businesses or professionals who make purchasing decisions on behalf of their organizations. Many times in a business-to-business purchasing process, several people are involved within the organization. Marketing and sales strategies must be customized to each of them.
- Longer sales cycles: Sales cycles in B2B marketing are often longer and more complex compared to B2C, due to the need to engage multiple stakeholders, get budget approvals, and invest more significant amounts. In addition, generally the purchase of products or services within an organization is a long-term commitment, therefore, it will take more time to make the purchase decision.
- Relationship building: Building strong relationships is essential in B2B marketing, as it fosters trust and loyalty between companies. Networking, trade events and strategic alliances play a vital role in this regard.
- Content Marketing: B2B marketing relies heavily on valuable content to educate, engage, and engage potential customers. This can include white papers, case studies, blog posts, webinars, and more.
- Digital Marketing: B2B marketing has embraced digital channels to reach target audiences more efficiently. This includes email marketing, social media marketing, search engine optimization (SEO), paid advertising, and other online strategies.
- Account-Based Marketing (ABM): ABM is a popular approach in B2B marketing where marketing efforts are highly personalized and focused on specific target accounts, rather than a broader audience.
- Lead generation and nurturing: B2B marketing aims to generate high-quality leads and then nurture them through the sales funnel until they become customers. Lead nurturing involves providing relevant content and driving engagement to guide prospective buyers through their decision-making process.
- Analytics and Measurement: B2B marketers rely on data and analytics to measure the effectiveness of their marketing strategies, identify areas for improvement, and make data-driven decisions.
- Customer Success and Retention: After acquiring customers, B2B marketing continues to play a role in ensuring customer success and retention. Satisfied customers can become brand advocates and potentially refer new business opportunities.
B2B marketing strategies can vary depending on the industry, the complexity of the product, and the target market. It requires a deep understanding of the needs, challenges and motivations of the target audience, as well as the ability to effectively communicate the value of the products or services offered.
B2B marketing toolkit
Here are my favorite tools for B2B marketing and why. Some of these links are affiliate links.
The first digital resource that every business should have is a website. This is no longer an option, a luxury or a whim. If you don’t appear on Google, you don’t exist, and to be on Google you need a website. This is the equivalent in the 90s that if you are not in the yellow pages you do not exist.
And having a presence on social networks is not enough.
I know that some will refute me that they have a profile on social networks and that they can appear on Google. That is true, however, if it is already difficult to position yourself in Google with a website, imagine with a profile of a social network, that is almost impossible. In addition to all the policies and rules that social networks have, which are out of your hands.
The first thing you need to do is decide if you are going to create it yourself or not. If you decide to do it on your own, you must be passionate about technology, because it does have a certain level of difficulty, although you don’t need to know how to program.
My recommendation after having tried several Content Management Systems (CMS), in other words, platforms that allow you to create your website without knowing how to program. Without a doubt, WordPress.org , whether you’re going to do them yourself or hire someone to develop the website.
WordPress is an open-source content management system (CMS), so the software can be used or modified by anyone for free and allows you to create a fairly robust website, from an informational website, to an e-store. -commerce.
The advantages that WordPress has, and that I have verified with my clients are:
- It allows you to customize the website according to the needs of your company.
- WordPress is a versatile platform that allows your website to grow as your company does.
- The #1 platform for SEO in 2023 is WordPress.
- Open-source platform. This means that there are many developers working on functional themes or templates for your website. There are also many working on plugins, which are programs that allow you to add more functionality to your website.
As with the website, I have tried various web hosting or hosting options. With some I did very badly, with others not so much.
A web hosting service or web hosting is a type of Internet hosting service that allows individuals and organizations to make their website accessible through the World Wide Web.
Some hosting providers have an unfriendly interface for non-programmers like me. So, it was pretty frustrating trying to work there. Until looking at reviews, I found this gem: Hostinger .
Hostinger is a web hosting service, which offers plans that fit the needs of each one, they offer a plan focused on WordPress and others focused on Woocommerce, among others. They also offer domains and a marketplace.
For me the most valuable thing is the panel to manage your website. It is extremely friendly, with a single click you can access the Cpanel, activate backup copies, manage the SSL certificate, the cache of your site and much more.
If you don’t know what I’m talking about, don’t worry, because in each section they explain what each thing is and how it helps your website.
And as it happened to me the first time, I didn’t know how to migrate the site, they did it for me, without charging me more.
Another point in their favor is that they have very good customer service and in Spanish.
Once you install WordPress, you must choose a theme, which provides the structure and appearance of your website. WordPress already comes with some free themes pre-installed, and there are plenty to choose from that are also free. One of the main characteristics that a WordPress theme must have is that it adapts to different screens, or that it is responsive.
One of the most versatile I’ve tried is DIVI. It has a very attractive design, it is easy to customize without code and it is responsive. It works well for all kinds of sites, from a blog to an e-commerce.
When you have installed the theme, it will suggest you to install a website builder.
A website builder or page builder is a theme add-on or plugin that allows you to structure and design pages within your website without the need to modify the CSS code.
In a very intuitive way, just by dragging and dropping you can modify the pages of your website, giving it the look that you like best.
There are several typesetters on the market, and the one that for me is the best is the one offered by DIVI. In WordPress there are plugins for everything, but before installing one, you must verify that it is compatible with your theme and layout. After the developers update it continuously and have a good rating.
However, for performance issues of your website, it is not recommended that you fill them with plugins. That is why it is very important to have a versatile theme and layout, which offers you design options and functionalities without the need to install another plugin.
Email marketing or emailing is defined as sending emails to a database or contacts, such as your potential customers or prospects. It is considered one of the most effective B2B marketing strategies to generate conversions and cultivate the long-term relationship with your customers.
I have tried many email marketing tools and recently, I started using Mailerlite . This is one of the most powerful and economical tools that exist in the email marketing market. It has the option of automation, which makes a big difference compared to many other tools. You can create email sequences that activate certain triggers for the user, an email is sent automatically.
It is also integrated by means of a plugin with WordPress, which makes it much easier to capture new leads, and follow them up.
Search Engine Optimization (SEO) tool
In addition to Google Analytics and Google Search Console tools, I recommend SEOpress to manage the SEO of your WordPress website.
After trying the most popular SEO plugins, I decided on SEOpress, because it offers the best functionality and the most reasonable price.
You can optimize WooCommerce and local SEO, increase visibility on SERP with schematics, comes with built-in Artificial Intelligence to automatically generate SEO titles and meta descriptions.
If you are already using another SEO plugin, this one offer to migrate all meta descriptions, keywords, alt txt, etc. automatically. This way you don’t lose the work you’ve already done.
Multilingual website tool
In the B2B world you often need your website to be in more than one language. Polylang is a popular multilingual plugin for WordPress websites. It provides tools and features that allow site owners to seamlessly create and manage content in multiple languages.
With Polylang, you can make your WordPress site accessible to a global audience by providing content in different languages. I have used the free version, because I only have 2 languages on my website. I should clarify that this plugin does not offer automatic translation. But it allows you to manage content in different languages.
The B2B marketing toolkit article highlights the importance and relevance of having the right tools to succeed in the competitive world of B2B marketing. Throughout the article, I have explored a variety of tools that are critical to reaching and engaging our target audience in the B2B arena.
From content creation to implementing automation tactics and data analytics, the ultimate B2B marketing toolkit provides us with a solid foundation for implementing our B2B marketing strategy.
Importantly, B2B marketing is not just about tools, but also about deeply understanding our customers’ needs and delivering solutions that address their specific challenges. By using this toolkit and maintaining a customer-centric mindset, we are poised to stand out in a highly competitive and ever-evolving global marketplace.
If you want to learn how we can help you implement these tools, just contact us!