John Burson  edited Tuesday, August 5, 2025

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Top 5 B2B Marketing Tools to Leverage for Automation

Author: Michael Georgiou

Author’s LinkedIn Profile: https://www.linkedin.com/in/mgeorgiou22

B2B marketers largely adopt marketing automation throughout their lead process. According to a study, 79 percent of global B2B marketers are implementing marketing automation.

The primary goals of B2B marketers are to infuse their sales pipeline with new leads; these tools serve a secondary goal as well. The goal is to segment and prioritize the company's existing lead database to identify additional opportunities. Together, they are driving the popularity of these tools.

Marketing automation is a software that allows marketers to automate repetitive tasks while managing complexity, reducing human error, and measuring and optimizing their marketing efforts. It typically involves analytics, mobile marketing, content marketing, email marketing, and social media. Some marketers also incorporate digital advertising and SEO into their strategies.

In a nutshell, marketers are trying to create a tech-savvy and performance-driven marketing campaign using these automation tools.

For B2B marketers, it is suggested to begin with a precise and well-defined content strategy before settling on a particular marketing automation tool. It is imperative to establish your goal values, identify the target audiences, and create compelling offers and content assets based on them.

Automation tools have specific features and are designed to streamline certain aspects of your marketing efforts. The following are 5 marketing automation tools that B2B marketers can leverage.

InfusionSoft

InfusionSoft works across four channels, including contact management, customer relationship management, automation, and marketing. Almost all of its marketing processes and touchpoints are automated, from managing contacts to nurturing leads via email marketing.

It further streamlines the marketing workflow by enabling your sales and marketing teams to engage your target audience through personalized and automated follow-ups.

HubSpot

HubSpot is one of the pioneers in digital marketing automation.

They understand that marketing automation is more than just sending emails to prospects and that's why they allow businesses to send score leads, internal notifications, and even personalized content to each viewer, streamlining the overall marketing efforts while providing provide relevant and contextual experience to customers.

Marketing Optimizer

Marketing Optimizer helps businesses optimize their marketing campaigns. It enables you to continually improve your campaign experience by generating, nurturing, and managing leads, thereby increasing conversion rates. Better yet, you can integrate Marketing Optimizer with popular website testing, landing page optimization solutions, and web analytics in order to conduct actionable A/B testing.

Pardot

Pardot is a Salesforce marketing automation Company. The lead management software from Pardot features email marketing, CRM integration, lead nurturing and scoring, lead grading, ROI reporting, and social posting to allow your sales and marketing team to work in perfect collaboration to generate quality leads and qualify them through the sales funnel.

This tool aims to shorten your sales cycles, apart from demonstrating marketing accountability.

Marketo

Marketo is a powerful B2B marketing automation platform and easy to use. It features drip marketing abilities, which make it easier for marketers to begin their campaign and upgrade to more sophisticated approaches.

One advantage of adopting such an incremental approach is that it will not only minimize work but also allow marketers to scale their campaigns according to the available resources and budgets.

Paperfree

Paperfree is a new-age CRM platform that helps businesses automate their sales funnel by connecting third-party applications at each step. For example, it helps marketing managers set up the content production process by powering their workflows with applications like webceo.com, Zerys Plagiarism Checker, nd Grammarly.

One advantage of connecting third-party apps is that it not only keeps all processes in one flow but also allows marketers to scale and automate content management.
Additionally, Paperfree offers the ability to send emails automatically (based on your sales funnel) through their CRM system.

Conclusion

What marketing automation tools are you using to drive your revenue?

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