These hidden gems offer unique features to help you connect with your audience, improve your processes, and optimise your marketing strategies.
In this article, we’ll introduce some of the best B2B marketing tools, starting with Storykit, and show how they can benefit your business.
What are B2B marketing tools?
B2B marketing tools are software, platforms, or services that help businesses market their products or services to other businesses.
These tools support various marketing activities such as lead generation, email marketing, content creation, customer relationship management (CRM), analytics, and more. Unlike B2C tools, B2B marketing tools are designed to handle longer sales cycles, multiple decision-makers, and the unique demands of b2b buyers.
By having the right tools for b2b in your tech stack, companies can streamline their marketing efforts, improve targeting, and ultimately drive more qualified leads and conversions.
The marketing tools you need in B2B
Here is a list of the best B2B marketing tools every business should know about.
1. Storykit
Overview
Storykit is an AI-powered video creation platform that turns text into engaging, on-brand videos. You can easily create professional-quality content for anything from social media and recruitment to employer branding, internal communications, and beyond.
You can create videos manually or put your content creation on autopilot—automating the production of exactly what you need, when you need it.
Why you should use Storykit
There are any advantages to video marketing in today’s digital marketing landscape—but creating it can be time-consuming and resource-heavy. In fact, 91% of businesses already use video as a marketing tool, and it’s become a must-have in B2B marketing—from thought leadership and product explainers to employer branding and internal communications. If you’re not using video yet, now’s the time to start.
Storykit makes video creation easy for marketing teams by automating the process, letting you turn written content into compelling videos in minutes. Anyone can use it—no video experience needed. That means no more bottlenecks, no more waiting on creative teams, and no more off-brand content.
With your brand guidelines locked into the platform, every video stays consistent, polished, and aligned with your company’s voice.
Key features
- Text-to-video AI: Automatically convert text into engaging videos with minimal effort, using AI to interpret and animate your content.
- Localisation: Seamlessly create localised content in up to 10 major languages, allowing you to reach global audiences without delay.
- Asset inclusion: Utilise AI to automatically select images and clips from curated libraries, eliminating the need for time-consuming asset searches.
- Motion and mood: Add animations, transitions, and styling effortlessly, with AI handling the visual enhancements that would traditionally require extensive editing.
Use case example
Aspia, a leading firm in accounting and tax services, recognised the power of video content and saw an opportunity to enable their employees to create videos in-house—empowering them to showcase their expertise and enhance the company’s brand. With Storykit, Aspia streamlined their video creation process, cutting out the reliance on external agencies and saving both time and money.
Previously, Aspia relied on external agencies to produce videos, a process that was expensive and slow. By switching to Storykit, they now create approximately 30 videos per month, significantly increasing their video output without the need for costly agency fees.
Dominika, who conducted a detailed analysis, found that Aspia is saving a remarkable 19 million SEK (around 1.6 million EUR) annually compared to what they would have spent on agencies.
Additionally, the ability to produce videos in-house has helped Aspia boost their LinkedIn presence. In just one year, their follower base grew by 30%, and their engagement rates consistently outperform LinkedIn’s average benchmarks. The ease of repurposing videos for different use cases—like internal communications, recruitment, and thought leadership—has further strengthened their social media strategy and brand visibility.
For Aspia, Storykit has not only been a cost-saver but also a game-changer in building a more dynamic, engaged, and efficient marketing team.
Pricing
Storykit offers customised pricing plans based on specific business needs and usage.
2. Amanda AI
Overview
Amanda AI is an AI-driven advertising platform that automates and optimises online advertising campaigns. It uses machine learning to adjust bids and budgets in real-time, ensuring your ads reach the right audience at the right time.
Why you should use Amanda AI
In the competitive world of B2B marketing, managing online ad campaigns effectively is crucial for driving high-quality leads and maximising ROI. However, optimising campaigns manually can be a complex and time-consuming task that often takes your focus away from the bigger picture. This is where Amanda AI comes in.
Amanda AI simplifies this process by leveraging advanced AI to automatically optimise your campaigns based on real-time performance data. This allows you to focus on the bigger picture—your overall strategy—while the platform takes care of the daily adjustments toward your target audience.
With Amanda AI, your ads are continuously fine-tuned, ensuring they always perform at their peak and deliver the best results possible.
Key features
- Automated ad optimisation
- Real-time bid and budget adjustments
- Performance tracking and reporting
Use case example
Atea, one of Northern Europe's largest IT consultancy firms, partnered with Amanda AI to enhance their search marketing strategy as they ventured into the competitive hardware segment. By leveraging Amanda AI's capabilities, Atea automated nearly 200,000 daily optimisations, targeting less competitive, long-tail keywords that aligned with their existing client base's search behaviours.
This approach led to a remarkable ROI of nearly 40 times their investment, significantly outperforming their previous manual efforts, which yielded a 4-6x ROI. The automation not only saved valuable time for Atea's product managers but also provided actionable insights to refine landing pages and content, fostering continuous improvement in their marketing efforts.
This case exemplifies how B2B companies can effectively leverage AI-driven solutions to achieve substantial improvements in digital marketing performance.
Pricing
Amanda AI offers a free trial and customised pricing plans based on your advertising needs.
3. Airtable
Overview
Airtable is a flexible and collaborative platform that combines the features of a spreadsheet and a database. It allows teams to organize, track, and manage various projects and workflows in a highly customisable way.
Why you should use Airtable
In today’s fast-paced B2B marketing landscape, managing complex projects, ensuring effective collaboration, and staying organized are essential for success. Without the right tools, teams can quickly become overwhelmed with tasks, deadlines, and scattered data. That’s where Airtable comes in.
Airtable is the ultimate tool for B2B marketers who need a powerful and flexible platform to manage complex projects and collaborate seamlessly with team members. Its intuitive, user-friendly interface allows you to easily create custom workflows tailored to your specific needs, whether you're managing content calendars, tracking leads, planning email campaigns, or coordinating across departments.
With Airtable, marketing teams can automate repetitive tasks, saving time and reducing the potential for human error. Its versatile structure lets you visualize data in a way that makes sense for your team—whether it's in a grid, calendar, kanban, or gallery view. This flexibility helps you keep everything organized and in one place, making it easier to track progress, meet deadlines, and stay aligned with your marketing goals.
What’s more, Airtable’s collaboration features make it simple to work together, even when working across multiple time zones or departments. You can assign tasks, share information, and get real-time updates on project statuses—all while ensuring everyone is on the same page. From managing your team’s workload to analyzing campaign performance, Airtable is a comprehensive solution for optimizing your B2B marketing workflows and boosting efficiency.
Key features
- Customisable templates and views
- Integration with popular apps like Slack and Google Workspace
- Automation and collaboration tools
Use case example
EMMIE Collective, a marketing operations agency, faced challenges with system complexity while managing critical data across platforms like Adobe Marketo Engage and Salesforce.
To address this, they integrated Airtable into their workflow, centralising their marketing operations into a single, user-friendly platform. This transition allowed EMMIE Collective to streamline processes, enhance collaboration, and gain better control over their marketing activities.
By adopting Airtable, EMMIE Collective was able to simplify their marketing operations, leading to improved efficiency and effectiveness in their campaigns.
Pricing
Airtable offers a free plan with basic features, with premium plans starting at $10 per user per month.
4. Leadfeeder
Overview
Leadfeeder is a powerful lead generation tool that identifies companies visiting your website and provides insights into their behaviour. It helps you uncover hidden sales opportunities and prioritise leads based on their level of engagement.
Why you should use Leadfeeder
In B2B marketing, identifying and engaging with the right leads is crucial for driving growth and increasing conversions. However, many prospects don’t immediately convert or engage—often making it hard to understand where to focus your outreach. This is where Leadfeeder comes in.
Leadfeeder is an essential tool for B2B marketers who want to identify and engage with the correct target audience who are already showing interest in their products or services.
By providing valuable insights into website visitors and what specific content or pages they're viewing, Leadfeeder allows you to track visitor behaviour in real time. This data gives you a clear understanding of what prospects are interested in, enabling you to tailor your outreach and follow-up strategies with precision.
Key features
- Company identification and tracking
- Lead scoring and segmentation
- CRM integration for seamless follow-up
Use case example
CloudTalk, a cloud-based call center software company, faced the challenge of identifying potential customers who engaged with their website but did not sign up for a trial. By implementing Leadfeeder, CloudTalk gained valuable insights into the companies visiting their site, enabling them to tailor their marketing strategies effectively.
Leadfeeder's integration allowed CloudTalk to identify approximately 1,000 new prospects each month who browsed their website without initiating a trial. The platform provided detailed information on these visitors, including the content they viewed and the duration of their visits.
This data empowered CloudTalk's marketing team to create personalised campaigns targeting these prospects, resulting in a 20% increase in trial sign-ups.
CloudTalk seamlessly integrated Leadfeeder with their CRM system, ensuring that lead information was automatically updated. This integration facilitated timely and personalised follow-ups, enhancing the efficiency of their sales process. By leveraging the insights provided by Leadfeeder, CloudTalk's sales team could prioritise leads based on engagement levels, leading to more effective outreach and higher conversion rates.
Through the strategic use of Leadfeeder, CloudTalk transformed anonymous website traffic into actionable leads, significantly boosting their lead generation efforts and contributing to overall business growth.
Pricing
Leadfeeder offers a free 14-day trial, with pricing plans starting at $63 per month.
5. Surfer SEO
Overview
Surfer SEO is an on-page optimisation tool that helps you improve your website's search engine rankings. It provides data-driven insights and recommendations to optimise your content for better visibility and higher rankings.
Why you should use Surfer SEO
SEO is crucial for B2B marketers looking to drive organic traffic and increase visibility to their website's landing pages. Surfer SEO makes it easy to optimise your content with real-time, data-driven insights. The platform analyses top-performing pages, provides keyword recommendations, and helps you improve on-page elements to enhance your rankings.
With Surfer SEO, you can quickly identify valuable keywords, audit existing content, and implement actionable changes that improve your site’s visibility. This tool is perfect for marketers aiming to attract more qualified leads and drive sustainable traffic. Surfer SEO takes the guesswork out of SEO, enabling you to create content that ranks well and attracts the right website visitors.
Key features
- On-page SEO analysis and recommendations
- Keyword research and content planning
- SERP analysis and competitor benchmarking
Use case example
BugHerd, a visual feedback and bug tracking tool for web development teams, sought to enhance their content strategy to increase conversions. By integrating Surfer SEO into their workflow, BugHerd achieved a remarkable 127% year-over-year growth in conversions.
BugHerd utilised Surfer SEO to refine their existing content, ensuring it met recommended keyword densities, structural guidelines, and readability standards. This optimisation made their content more accessible and appealing to their target audience.
By analysing top-performing pages and understanding user engagement metrics, BugHerd tailored their content to address user needs effectively, leading to increased interaction and conversion rates.
The strategic use of Surfer SEO's tools enabled BugHerd to enhance their content quality and relevance, directly contributing to a significant increase in conversions. This case exemplifies how leveraging data-driven SEO strategies can lead to substantial business growth
Pricing
Surfer SEO offers a 7-day free trial, with pricing plans starting at $49 per month.
6. Screely
Overview
Screely is a simple tool that allows you to create beautiful mockups and screenshots for your marketing materials. It transforms plain screenshots into professional-looking images with customisable backgrounds and styling options.
Why you should use Screely
In B2B marketing, how you present your product or service matters just as much as what you’re offering. If you’re showcasing a webpage, platform feature, or service flow, a plain screenshot often doesn’t do it justice. That’s where Screely comes in.
Screely instantly transforms raw screenshots into sleek, professional-looking mockups—perfect for presentations, websites, and social media. Whether you're showing off a new feature, building out a case study, or creating assets for your sales team, Screely helps you present your digital offerings in a way that feels polished and on-brand.
With customisable backgrounds, drop shadows, and browser frames, you can elevate your visuals without needing design experience. It’s a quick, easy way to make your screenshots stand out and communicate value more effectively.
Key features
- Customisable mockups and backgrounds
- Browser extension for quick screenshots
- Downloadable high-resolution images
Pricing
Screely is free to use, with premium features available for a one-time fee of $49.
7. Loom
Overview
Loom is a video messaging platform that allows you to record and share video messages with ease. It’s perfect for creating quick video demos, tutorials, and presentations that can be shared with colleagues and clients.
Why you should use Loom
Clear, personal communication is essential in B2B marketing—especially when you're trying to explain complex ideas, walk through product features, or maintain strong relationships across teams and clients. That’s where Loom shines.
Loom is a powerful yet simple video messaging tool that is beneficial for both B2B marketing and sales. Instead of writing long emails or scheduling yet another meeting, you can quickly record and share videos that combine your screen, webcam, and voice. This makes it incredibly easy to walk someone through a demo, explain a new campaign strategy, or onboard a client or teammate—without needing to be in the same room (or even the same time zone).
Whether you’re showcasing a product update, creating internal training materials, or sending personalised messages to prospects, Loom helps you deliver information in a way that feels more human and engaging. And because videos are automatically saved and shareable with just a link, it fits seamlessly into your existing workflows.
Key features
- Screen and webcam recording
- Video editing and annotation tools
- Easy sharing and embedding options
Use case example
Braze, a customer engagement platform, sought to diversify its marketing strategy by incorporating video content to enhance brand awareness and lead generation.
Facing challenges with traditional video production's cost and complexity, they turned to Loom. Utilising Loom's intuitive platform, Braze rapidly launched "Braze TV," a series of personalised videos featuring internal experts discussing industry insights, client success stories, and product features.
This initiative led to the production of over 100 videos, significantly boosting website engagement with 1,800 unique page views within weeks and an 18% increase in blog post visitors when videos were embedded.
Pricing
Loom offers a free plan with basic features, with premium plans starting at $12.50 per user per month.
8. Hotjar
Overview
Hotjar is a behaviour analytics tool that helps you understand how users interact with your website. It provides insights into user behaviour through heatmaps, session recordings, and feedback polls, allowing you to optimise your site for better user experience.
Why you should use Hotjar
Understanding how users interact with your website is crucial for optimising conversions, enhancing user experience, and ultimately driving business growth. Simply tracking metrics with a standard analytics platform, like page visits and bounce rates, doesn't provide the full picture.
Hotjar offers a robust suite of tools that allows you to gain deeper insights into user behaviour on your site. From heatmaps that show where users are clicking and how far they scroll, to session recordings that let you watch real user interactions, Hotjar gives you the visibility you need to identify friction points in the user journey.
By analysing this data, you can make informed decisions to improve everything from your website's layout and content to its overall functionality, ensuring that every page is optimised to meet user needs. Whether you're aiming to increase conversions, reduce drop-offs, or enhance your website's usability,
Hotjar helps you see exactly what's working and what needs attention. These insights can guide your design, content, and marketing strategies, leading to improved engagement, better user retention, and a more efficient website that serves your business goals.
Key features
- Heatmaps and session recordings
- Feedback polls and surveys
- User journey analysis
Use case example
s360, a performance marketing agency, leverages Hotjar to enhance user experience (UX) and conversion rate optimisation (CRO) for their clients. By using Hotjar's heatmaps, session recordings, and surveys, s360 gains valuable insights into user behaviour, identifying conversion barriers and pain points.
This data allows them to implement targeted website improvements, leading to measurable results like a 10% increase in mobile conversions for one client.
Additionally, s360 uses Hotjar to conduct workshops that empower clients to optimize their sites independently, while also integrating it into A/B testing to validate changes. Ultimately, Hotjar enables s360 to provide data-driven recommendations that improve user engagement, conversions, and client satisfaction.
Pricing
Hotjar offers a free plan with basic features, with premium plans starting at $39 per month.
Conclusion
Having a bunch of tools doesn’t automatically guarantee B2B marketing success. It’s about finding the right ones that align with your strategy and business goals.
These lesser-known tools offer unique features that can enhance your marketing efforts. Explore them to see which ones fit your needs, and remember that success comes from using the right tools effectively to make a real impact.
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