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Top 10 marketing tools for small business

Karolina Karolina • 05 Oct, 2023 7 min read • Blog• Marketing

Having spent years navigating the intricacies of B2B marketing in the service industry, I’ve found myself in countless strategy meetings, poring over lead generation metrics and brainstorming ways to capture that elusive target audience. I remember a time when a campaign of mine, which looked perfect on paper, faltered in the real world, leaving me scrambling to find out what went wrong. This experience taught me an invaluable lesson: success in B2B marketing, especially for small businesses, isn’t just about great ideas—it’s also about leveraging the right tools to bring those ideas to life. 


In the words of the eminent marketing author Philip Kotler, Marketing takes a day to learn. Unfortunately, it takes a lifetime to master. Small businesses can’t rely solely on traditional marketing strategies in this digital age. The landscape is shifting rapidly, with online channels, data-driven decisions, and targeted content becoming paramount.  



During the years, I’ve witnessed businesses dramatically transform their marketing outcomes by simply utilizing the right marketing tools. One of my most memorable experiences was assisting a small startup that offered specialized tech services. Initially, they struggled to get their message across to potential B2B clients. But after integrating a suite of effective marketing tools – from email marketing platforms to SEO tools – their engagement rates skyrocketed, ultimately leading to a 120% increase in qualified leads in just six months. 


But here’s the thing, it’s not just about my personal experiences. Numerous industry professionals and respected publications have highlighted the significance of these tools. In this article, we will delve into the top 10 marketing tools that every small business, especially those in the B2B sector, should consider. These are tools that have not just been effective in my personal journey but are also backed by industry research and widespread acclaim. 


Social Media Management Tools 

During my early days as a marketing specialist in the B2B services sector, I was working with a client that offered a niche tech service. We were confident about our value proposition but couldn’t seem to resonate with our audience on social platforms. It felt as if we were constantly firing off messages into the void. That’s when I stumbled upon an enlightening piece by Bonnie Sainsbury, a respected industry professional, where she emphasized, “Social media will help you build up the loyalty of your current customers to the point that they will willingly, and for free, tell others about you.” 


Taking inspiration, we realized that it wasn’t just about posting content; it was about strategically scheduling, targeting, and analyzing our audience’s behavior. That led us to explore two transformative tools: Hootsuite and Buffer. 


1. Hootsuite was a game-changer. By consolidating all our social channels into one dashboard, we could simultaneously keep an eye on multiple platforms, schedule posts, and engage with our audience in real-time. Our team, which had previously been overwhelmed by the sheer volume of tasks, could now manage our social presence more efficiently. 


2. Buffer was the other piece of our social media puzzle. It allowed us to dive deep into analytics, understanding when our B2B audience was most active and which content resonated with them the most. With its intuitive interface, we could craft and schedule posts that hit the mark more often than not. 


These tools, combined with the insights from industry publications, equipped us to carve out a distinct voice in the crowded B2B social space. Within a few months, our client’s engagement rates shot up, and we started fostering genuine conversations that eventually led to meaningful business connections. 


Email Marketing Platforms 


I remember working with a B2B service provider who, despite having a rich database of potential clients, struggled with conversions. We had detailed profiles, and clear service solutions, yet our outreach efforts weren’t converting. That’s when we decided it was time to try email marketing tools, and two platforms stood out: Mailchimp and Constant Contact. 


3. Mailchimp was like a breath of fresh air. Beyond its user-friendly interface, it provided us with customizable templates tailored for B2B communications. We were able to segment our audience based on their interests and interaction with our content. With these insights, we transformed our generic emails into tailored communications. Soon, our open and click-through rates started to climb, and more importantly, the dialogue began to flow. 


4. ActiveCampaign, on the other hand, allowed us to dive even deeper. ActiveCampaign provides an all-in-one solution for email marketing, sales automation, and CRM. This makes it possible for small B2B businesses to nurture leads effectively, segment their audience based on behavior and other criteria, and then deliver targeted messages at the right time. ActiveCampaign offers a tiered pricing structure that allows businesses to start with what they need and scale as they grow. This particular platform can also easily integrate with a multitude of other platforms, tools, and apps that small B2B businesses might be using, such as Shopify, WordPress, WooCommerce, and many others.

The amalgamation of personal experience, insights from seasoned marketers, and these powerful tools reshaped our email marketing approach. Within a year, our client experienced a surge in inquiries, demo requests, and most importantly, conversions.  


SEO Tools 

Amid my journey as a marketing consultant for the B2B services sector, a client approached me with a daunting challenge. They boasted a solid digital presence, but their organic search results were nowhere near where they should be, given their industry expertise. This conundrum reminded me of a quote by marketing guru Neil Patel: “SEO is not about just getting visitors to your site. It’s about getting the right kind of visitors.”  


With this ethos in mind, we began the deep dive, looking to unearth the gaps in their SEO strategy. This investigation introduced us to two groundbreaking tools: SEMrush and Ahrefs. 

5. SEMrush opened our eyes to a myriad of possibilities. With its detailed keyword analytics, we quickly identified terms our client should have been ranking for but wasn’t. We pinpointed competitors who were silently making strides in the SEO realm and started dissecting their strategies, mirroring their best practices and innovating on others. 


6. Ahrefs, a tool I’d heard whispers of in industry circles but hadn’t fully explored, proved to be the ace in our sleeve. Beyond its backlink analysis, which helped us spot opportunities and weaknesses in our link-building strategy, its Content Explorer became an essential tool. With it, we were able to craft B2B content that not only resonated with our audience but also filled the gaps that competitors had missed. 


Through the lens of these powerful tools, enhanced by wisdom distilled from renowned industry publications, our client’s website underwent a transformative shift. Within months, not only did their organic rankings surge, but the quality of inbound leads improved dramatically, turning our client’s digital platform into a bustling hub of B2B interactions. 

Content Creation and Graphics 


In the realm of B2B marketing, there’s a foundational principle I’ve held onto from the earliest days of my SEO career: “Content is king.” But as we all know, it’s not just the content’s substance but its presentation that can make or break its effectiveness. 


I recall a project where our team was tasked with rebranding a seasoned B2B services firm aiming to revitalize its image. We had the stories, the expertise, and the narrative, but we needed modern tools to present this compellingly. Our journey of exploration introduced us to two exceptional tools: Canva and Descript. 

7. Canva revolutionized our visual content strategy. With its extensive suite of templates and design elements, we transformed complex service details into engaging infographics, presentations, and social media posts. The result? A far more engaged audience who could easily grasp our client’s value proposition without sifting through dense paragraphs. 

8. Descript, on the other hand, was our answer to the rising demand for video content in the B2B space. This tool allowed us to edit video content through text, streamlining our production process. With its transcription and editing capabilities, we could efficiently craft engaging video testimonials, tutorials, and webinars that positioned our client as a forward-thinking industry leader. 

Blending personal experiences with insights from revered industry experts, it became evident that in today’s digital age, the tools we use to craft and present our content are just as crucial as the content itself. With the right platforms, our client not only modernized their image but also expanded their reach, resonating with a wider and more diverse B2B audience. 


Analytics and Conversion Tools 


A crucial revelation early in my marketing career within the B2B sector was this: data is the compass that directs our marketing strategies. Without understanding user behavior, preferences, and pain points, even the most brilliantly crafted campaigns might miss their mark.  


One of the projects I hold dear involved a B2B client who, despite having a top-notch website and offerings, saw an alarming bounce rate. Our challenge was to decipher why potential clients weren’t taking the desired actions on the site. In this quest for answers, two tools became our guiding lights: Google Analytics and HotJar.   

9. Google Analytics gave us the quantitative insights. We could track where our traffic was coming from, which pages they lingered on, and where they typically exited. But while numbers painted a part of the picture, we needed to understand the ‘why’ behind these actions. 


10. HotJar provided the qualitative insights we craved. Through heatmaps, we visualized where users most frequently clicked, moved, and scrolled. Session recordings were even more enlightening, allowing us to shadow user journeys, pinpoint areas of friction or confusion. One of the most eye-opening discoveries was that a significant number of users were getting stuck at a form that, unbeknownst to us, was malfunctioning on certain devices. 

With data from these robust tools, paired with wisdom sourced from industry thought leaders, we revamped the website’s user experience. The result? A significant drop in bounce rate and a notable increase in engagement and conversion rates.   

It’s your turn to choose the right tools 


In my journey as a marketing specialist navigating the intricate maze of the B2B services industry, one truth has consistently stood out: tools don’t just facilitate work; they redefine strategies and reshape outcomes. From leveraging the dynamism of social media platforms to diving deep into the rich data pools of analytics tools, every instrument has its unique role in painting the larger picture of success.

These tools are not mere software; they’re bridges connecting businesses to their most coveted prospects in the most efficient and effective ways. If there’s anything I’ve gleaned from my years in the industry, backed by renowned authors and professionals, it’s that staying ahead of the curve necessitates harnessing the power of these tools. As the digital landscape evolves, so should our strategies. And if you’re keen on navigating the ever-evolving realm of B2B marketing with finesse, I’m here to lend my expertise.