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15 Must-Have B2B Marketing Tools for Every Marketer Looking to Optimize Their Email Campaigns

Updated: May 19

B2B Marketing Tools

Are you a B2B marketer looking to optimize your email campaigns? If so, you know how challenging it can be to decipher what tools are the most effective in today’s digital marketing climate. With so many options on the market, understanding where to invest your efforts and budget can seem overwhelming.

Don't worry - we've got you covered! In this blog post, we'll provide an overview of 15 must-have B2B marketing tools that will help take your email campaign initiatives to the next level.

Whether you’re just starting out or if you already have experience working with marketing automation programs—this guide contains vital insights into crafting powerful email campaigns that will drive results for your organization. Keep reading for detailed info about our top picks plus tips and tactics on how best use each tool!

15 Best B2B Marketing Tools in 2023

I. Email Marketing Automation Tools

Email marketing automation is a game-changer for B2B marketers, allowing them to streamline and personalize their email campaigns at scale. Here are three top tools for automating email campaigns:

1. HubSpot


HubSpot is a customer relationship management (CRM) platform that provides a suite of software tools for marketing, sales, and customer service. It offers features such as lead generation, email marketing, social media management, customer analytics, and automation. HubSpot aims to help businesses attract, engage, and nurture leads, ultimately driving customer satisfaction and growth.

  • Features: HubSpot provides a comprehensive suite of automation features, including email scheduling, behavior-triggered emails, and personalized workflows.

  • Benefits: Marketers can save time, increase efficiency, and deliver personalized experiences to their audience, resulting in higher engagement and conversions.

  • Pros: Powerful automation capabilities, seamless integration with CRM, robust analytics and reporting.

  • Cons: Higher pricing for advanced features, learning curve for beginners.

2. Mailchimp


Mailchimp is an email marketing and automation platform that allows businesses and individuals to create, send, and manage email campaigns. It offers a range of features and tools for email marketing, including customizable templates, audience segmentation, A/B testing, and analytics. Mailchimp also supports marketing automation, allowing users to set up automated email sequences based on triggers and customer actions. In addition to email marketing, Mailchimp offers other services such as landing page creation, social media advertising, and postcard campaigns. It is widely used by businesses of all sizes to reach and engage with their target audience through email marketing efforts.

  • Features: Mailchimp offers a user-friendly interface, email automation workflows, and advanced segmentation options.

  • Benefits: Marketers can easily set up automated email sequences, segment their audience based on various criteria, and track campaign performance.

  • Pros: Easy to use, extensive template library, integration with popular ecommerce platforms.

  • Cons: Limited advanced features in the free plan, occasional deliverability issues.

3. Marketo


Marketo is a software platform that provides marketing automation and lead management solutions. It offers a range of features designed to help businesses automate and streamline their marketing efforts. Marketo allows users to create and manage email campaigns, build landing pages, track website visitors, score leads, and analyze marketing performance through detailed reporting and analytics. The platform also supports lead nurturing, lead scoring, and customer segmentation, enabling businesses to personalize their marketing messages and engage with prospects at various stages of the customer journey. Marketo is commonly used by marketing teams to enhance their marketing operations and drive more effective and targeted campaigns.

  • Features: Marketo provides advanced automation features, lead nurturing capabilities, and powerful analytics.

  • Benefits: Marketers can create complex automated campaigns, segment their audience dynamically, and gain valuable insights into campaign performance.

  • Pros: Robust automation capabilities, strong lead management features, integration with CRM systems.

  • Cons: Steeper learning curve, higher pricing for smaller businesses.

II. Email List Building and Management Tools

Building and managing a quality email list is crucial for successful B2B email marketing. Here are three tools that can help you grow and maintain your email list effectively:

1. OptinMonster


OptinMonster is a powerful lead generation and conversion optimization software. It enables businesses to create and deploy various types of opt-in forms, pop-ups, and other attention-grabbing elements on their websites. These tools are designed to capture visitor information and convert them into subscribers or customers. OptinMonster offers a user-friendly drag-and-drop interface, allowing users to create highly customized and visually appealing forms without requiring coding skills. The platform provides features such as exit-intent pop-ups, slide-ins, floating bars, and A/B testing, allowing businesses to optimize their lead capture and conversion strategies. Additionally, OptinMonster integrates with popular email marketing and CRM platforms, making it easier to manage and nurture leads. It is widely used by businesses to increase website conversions and grow their email subscriber list.

  • Features: OptinMonster offers a wide range of opt-in forms, A/B testing, and targeting options to capture leads.

  • Benefits: Marketers can create attractive and high-converting opt-in forms, segment their subscribers, and increase their email list size.

  • Pros: Easy to use, powerful targeting options, integration with major email marketing platforms.

  • Cons: Pricing plans may be expensive for small businesses.

2. Sumo


Sumo is a suite of marketing tools designed to help businesses grow their website traffic, increase conversions, and build customer relationships. Sumo offers various features and applications that can be integrated into websites, including email capture forms, social sharing buttons, heat maps, smart bars, and welcome mats. These tools are aimed at improving lead generation, driving engagement, and increasing the visibility of social media content. Sumo also provides analytics and insights to help users understand visitor behavior, track conversion rates, and optimize their marketing strategies. The platform is known for its user-friendly interface and customizable designs, allowing businesses to create and implement marketing elements that align with their branding. Sumo is utilized by businesses of all sizes to enhance their online presence and achieve their marketing goals.

  • Features: Sumo provides customizable pop-ups, scroll boxes, and welcome mats to capture email addresses.

  • Benefits: Marketers can engage website visitors and convert them into subscribers, automate email capture, and segment their audience.

  • Pros: Simple setup process, affordable pricing, integration with popular email marketing services.

  • Cons: Limited design customization options.

3. ConvertKit


ConvertKit is an email marketing platform specifically designed for creators, bloggers, and online entrepreneurs. It offers a range of features to help users build and nurture their email lists, automate email sequences, and engage with their audience. ConvertKit focuses on simplicity and user-friendly functionality, allowing creators to easily create and customize email opt-in forms, landing pages, and email templates. The platform provides tools for segmenting subscribers based on their interests and actions, enabling targeted and personalized email campaigns. ConvertKit also supports automation workflows, allowing users to set up automated sequences based on triggers and subscriber behavior. Additionally, ConvertKit offers integrations with various third-party platforms and services to streamline workflow and enhance productivity. It is widely used by content creators and online businesses to effectively communicate with their audience and grow their online presence.

  • Features: ConvertKit offers easy-to-create landing pages, customizable forms, and subscriber tagging options.

  • Benefits: Marketers can create visually appealing landing pages, segment their subscribers based on behavior, and automate email sequences.

  • Pros: User-friendly interface, affordable pricing for smaller lists, robust tagging and automation features.

  • Cons: Limited email template options, reporting could be more advanced.

III. Email Deliverability Tools

Email deliverability is a critical aspect of B2B email marketing, ensuring that your messages reach the intended recipients' inboxes and bypass spam filters. High deliverability rates are essential for maximizing open rates, engagement, and the overall success of your email campaigns. To optimize email deliverability, it's important to utilize reliable email deliverability tools.


Warmy provides email warm up services, so your emails will avoid the spam folder. This email warm up service makes sure you hit the inbox in every single email you send. Everything is fully automated, you don't have to do anything. use artificial intelligence, which determines the speed of warming up email and does it in the most efficient way. Warmy will help you increase your email deliverability.

Warmy boosts your reputation as a sender by talking to real people about any topic in any language and helps you get into your prospect's inbox. Email deliverability checker, email health checker, free email template checker, 24/7 support and expert advice on email deliverability are available for you. Warmy has 7-day free trial. Its features and benefits include:

  • Inbox Placement Monitoring: provides detailed insights into your email deliverability rates, tracking whether your emails are reaching recipients' inboxes or being flagged as spam.

  • Email Warm-up: The tool helps you gradually warm up new email addresses by sending emails in a controlled manner to establish a positive sender reputation.

  • Spam Testing: offers spam testing capabilities to identify potential elements within your emails that may trigger spam filters.

  • Deliverability Monitoring: It continuously monitors the deliverability of your emails and provides real-time notifications in case of any issues.

Pros of

  • Accurate and actionable inbox placement monitoring and reporting.

  • Email warm-up feature to establish a positive sender reputation.

  • Spam testing to ensure compliance with anti-spam regulations.

  • Real-time deliverability monitoring for proactive management.

  • AI personal messages

  • Emails per month - 60,000+

  • Warm-up in different topics

  • Add your template to warm-up

  • Best support - Free consultation 6 days a week

Cons of

  • Requires a subscription and additional cost.

  • May have a learning curve for beginners.

2. Folderly


Folderly is an email deliverability platform that focuses on ensuring the successful delivery of emails to recipients' inboxes. It provides various tools and features to monitor and optimize email deliverability, helping businesses maintain a positive sender reputation and improve their email campaign performance.

Its features and benefits include:

  • Email Health Check: Folderly conducts a thorough analysis of your email deliverability, identifying potential issues and providing actionable recommendations for improvement.

  • Spam Filter Testing: The tool simulates how your emails will be received by various spam filters, allowing you to optimize content and settings to avoid spam folders.

  • Domain and IP Monitoring: Folderly monitors the reputation of your sending domains and IP addresses, alerting you of any negative changes that could impact deliverability.

  • Email Authentication Setup: The tool assists in implementing proper email authentication protocols like SPF, DKIM, and DMARC for improved deliverability and security.

Pros of Folderly:

  • Comprehensive email health check and deliverability analysis.

  • Spam filter testing to optimize email content and settings.

  • Ongoing monitoring of sender reputation for proactive management.

  • Simplified setup and configuration of email authentication protocols.

Cons of Folderly:

  • Paid subscription required for full access to features.

  • May be overwhelming for beginners without a strong understanding of email deliverability.

3. InboxAlly

InboxAlly is a reliable email deliverability tool that helps businesses improve their email delivery rates and maintain a positive sender reputation. Its features and benefits include:

  • Deliverability Monitoring: InboxAlly monitors your email deliverability rates and provides real-time insights and notifications on any issues affecting inbox placement.

  • Blacklist Monitoring: The tool continuously checks for your domain and IP addresses on email blacklists, allowing you to address any potential deliverability problems promptly.

  • Email Health Dashboard: InboxAlly provides a comprehensive dashboard that displays key email deliverability metrics, allowing you to track and analyze your performance over time.

Pros of InboxAlly:

  • Real-time monitoring and notifications for proactive deliverability management.

  • Blacklist monitoring to identify and address potential deliverability issues.

  • User-friendly email health dashboard for tracking performance.

  • Reputation management guidance to maintain a strong sender reputation.

Cons of InboxAlly:

  • Paid subscription required for full access to features.

  • Limited integration options with certain email service providers.

  • Advanced features may be available only in higher-priced plans.

IV. Lead Generation Tools

Lead generation is a crucial aspect of B2B marketing, as it involves identifying and capturing potential customers who are interested in your products or services. Lead generation tools play a significant role in streamlining the process and helping marketers effectively find and connect with their target audience. These tools enable marketers to generate high-quality leads, nurture relationships, and drive conversions. Utilizing reliable lead generation tools can greatly enhance your B2B marketing efforts and contribute to the growth of your business. B. Lead Generation Tools


AnyBiz is a comprehensive lead generation tool designed to help businesses find and connect with their ideal B2B prospects. A new era of lead generation. This powerful tool provides you with access to a massive database of B2B contacts, allowing you to target the right decision-makers and influencers with your marketing campaigns.

Its features and benefits include:

  • Data Enrichment: provides detailed company and contact information, including job titles, company size, industry, and social media profiles, to help you build targeted lead lists.

  • Advanced Search Filters: The tool offers advanced search filters, allowing you to narrow down your search based on specific criteria such as location, industry, company revenue, and more.

  • Email Outreach: provides email outreach capabilities, enabling you to send personalized emails to your leads directly from the platform.

  • CRM Integration: The tool integrates with popular CRM systems, allowing you to seamlessly transfer your leads and manage them within your existing workflow.

Pros of

  • Extensive database with comprehensive company and contact information.

  • Advanced search filters for precise targeting.

  • Email outreach features for effective communication.

  • Integration with CRM systems for streamlined lead management.

  • Pay only for a positive answer

Cons of

  • Pricing plans may vary based on the level of access to features and data.

  • Limited features in lower-priced plans.

2. is a sales automation and outbound email platform designed to help businesses streamline their sales communication processes. It provides tools for creating personalized email campaigns, managing follow-ups, and tracking responses. offers features such as email templates, automated email sequencing, A/B testing, and analytics. Users can segment their contacts, set up email cadences, and track engagement metrics to optimize their outreach efforts. The platform integrates with customer relationship management (CRM) systems and other tools to enhance sales productivity and workflow. is commonly used by sales teams and professionals to automate and scale their outbound sales activities and improve response rates.

Its features and benefits include:

  • Email Automation: allows you to automate your outbound email campaigns, including personalized follow-ups, to engage with leads at scale.

  • Email Tracking and Analytics: The tool provides real-time email tracking and analytics, giving you insights into open rates, click-through rates, and response rates, helping you optimize your campaigns.

  • Multichannel Outreach: enables you to connect with leads through multiple channels, including email, calls, and social media, to maximize engagement.

  • CRM Integration: The tool integrates with popular CRM systems, ensuring seamless lead management and data synchronization.

Pros of

  • Powerful email automation capabilities for efficient outreach.

  • Real-time email tracking and analytics to measure campaign performance.

  • Multichannel outreach options for increased engagement.

  • CRM integration for streamlined lead management.

Cons of

  • Pricing plans may be higher compared to some other lead generation tools.

  • Advanced features and customization options may require technical expertise.

3. Zoominfo


ZoomInfo is a comprehensive B2B database and sales intelligence platform. It provides access to a vast collection of business contact information, company profiles, and professional data. ZoomInfo offers a range of features designed to help sales and marketing teams identify and target potential customers more effectively. It allows users to search for specific companies, industries, or individuals based on various criteria such as job title, location, company size, and revenue.

Its features and benefits include:

  • Company and Contact Database: Zoominfo offers a vast database of company profiles and contact information, including direct phone numbers and verified email addresses.

  • Advanced Search Filters: The tool allows you to search for leads based on various criteria, such as industry, job title, company size, and location, to find prospects that align with your target audience.

  • Intent Data: Zoominfo provides intent data, which identifies companies showing active interest or engagement in specific topics or solutions, helping you prioritize and target high-value leads.

  • Real-time Alerts: The tool sends real-time alerts when there are changes or updates to the leads or companies you are targeting, allowing you to stay informed and take timely action.

Pros of Zoominfo:

  • Extensive company and contact database with accurate information.

  • Advanced search filters for precise lead targeting.

  • Intent data helps identify prospects showing active interest in relevant solutions.

  • Real-time alerts keep you updated on changes and updates to your leads and target companies.

Cons of Zoominfo:

  • Higher pricing compared to some other lead generation tools.

  • Some advanced features may require additional fees or subscription levels.

V. Email Testing and Optimization Tools

Testing and optimizing your email campaigns are crucial for improving their effectiveness. Consider these tools for email testing and optimization:

1. A/B Tasty

A/B Tasty

A/B Tasty is a conversion rate optimization (CRO) platform that enables businesses to conduct A/B testing and personalization experiments on their websites and mobile apps. The platform provides tools for creating and running experiments to test different variations of web pages or app screens, allowing businesses to determine which versions drive better user engagement and conversions. A/B Tasty also offers advanced targeting and segmentation capabilities, enabling businesses to deliver personalized experiences to specific audience segments.