B2B marketing has become increasingly complicated in this digitally driven customer-centric era. If you are a B2B organization, you need to continually ensure that you have new sales while managing your lead pipeline. You need to develop a good marketing strategy to attract individual customers. B2B marketers engage and communicate with their customers and develop strategies and campaigns to generate new leads that can take longer than the usual B2C marketing lifecycle. This is mainly because customers look for logic and positive ROI, and marketers need to be accurate when providing information. Moreover, B2B customers are primarily focused on expertise and information at every stage of their buying journey, and thus, marketers need to create well-written content to support their research and discovery.
Simply collecting a vast number of leads is not enough for B2B marketers. You need to identify how engaged the leads are and analyze all the B2B customers’ demographic and behavioral engagement to define the target audience. In an attempt to manage all various targeting criteria, marketers often miss potential leads. The evolution of technology in the digital marketing space has developed some beneficial marketing tools to aid long sales cycles and ensure your B2B clients receive the best customer experience. To make the most of your B2B marketing, you need to leverage the right marketing tool in the right place and for the right purpose. Here is a list of marketing tools that can help your B2B marketing team track your potential leads:
HubSpot
HubSpot offers a complete B2B lead tracking solution for all company sizes. Its wide range of customizable settings can be adjusted to fit businesses and their prospects’ individual needs. HubSpot’s scalability and prominent enterprise features are perfect for lead tracking. Moreover, it offers excellent workflow processes and deep third-party integration to allow marketers to build upon Hubspot’s functionality. As it assigns and tracks all the leads, HubSpot also organizes the customer communications data into contact and company profiles. The best thing about this tool is that it can be integrated with several websites, and email apps, without interrupting the regular process.
Marketo Engage
Marketo Engage has created an industry standard for marketing automation due to its revolutionary features. Its solution including lead scoring, lead management, email marketing, and marketing analytics helps streamline B2B lead tracking process through automation. Moreover, Marketo Engage’s flexibility allows the user to scale Marketo Engage up or down by selecting the unique features their businesses need.
Pipedrive
Pipedrive can be a game-changer for small B2B marketers as it can easily trace and manage leads. Though it has a limited feature-set and needs extensive training for a team to use effectively, Pipedrive is ideal for direct sales. Its intuitive kanban board style for visual management allows marketers to visually move their leads throughout the tool and customize the entire process. You can also mold your workflow according to the situation, irrespective of its complexity.
Zoho CRM
Zoho enables the user to easily integrate the tool with their existing system and monitor every lead movement. It offers significant scalability in terms of the variety of use cases such as invoice, account, recruitment, contact management, project management, and reporting. Moreover, Zoho CRM’s GSuite integration features and reporting make it easy for marketers to get a birds-eye view of the customer lifecycle.
Sumo
Sumo is the best tool for marketers who produce resources that can be exchanged for contact information. Its dashboard integrates with any website and allows the user to configure settings like their content, A/B testing, and more.
It is crucial to understand your B2B audience and their buyer personas to effectively use B2B marketing strategies and reach your customers. If you are looking for solutions for your business’s lead tracking needs, consider these five tools to run your digital marketing campaigns more effectively.
