B2B marketing tools 2024 – In this way, we use them collectively

Have you ever thought about how diverse a range of tools is required for getting work done? The same goes for digital marketing—there’s a plethora of tools available. From platform-specific marketing tools to meeting platforms, standard office applications, and other tools that make life easier. Let’s not forget the software necessary for editing images or videos either.

We want to showcase a glimpse of the tools and technologies we use. While the tools required may vary slightly for each client project, the majority of the work is done using the same set of tools. Differences usually arise when selecting marketing channels and methods.

The tools used within a company may not always sound like the most efficient, but often certain tools are in use for a reason. They may not be suitable for everyone, but sometimes they’ve developed an effective and understandable way of working around them. It may also be the case that a single tool can perform several different tasks in some cases, even if this isn’t the case in your own company.

Internal project management tools

For project management and tracking client work hours, we use Wrike. We also use the same tool for internal project communication, although some communication happens via Slack, Teams, and email. For web meetings, we utilize Zoom, Teams, and Google Meet. Task management relies on both Wrike and Todoist.

Spreadsheets, presentations, and articles are created using Google’s suite of tools, and in some cases, Microsoft’s equivalent Office applications. For note-taking, we use tools like Obsidian and Notion. For tracking news and articles, we use platforms like Feedly.

Other tools we use include Grammarly for spell-checking, Loom for internal guidelines, Adobe software for graphic design, Krisp for improving meeting audio quality, and Bitbucket for maintaining website code.

Channel marketing tools

Almost every social media platform has its own marketing tools. For us, the most used ones include Meta Business Suite for marketing on Meta platforms, LinkedIn Campaign Manager for marketing on LinkedIn, and Google Ads for marketing on Google’s ad network and search engine. Xing, TikTok, Spotify, Reddit, X (formerly Twitter), and Microsoft also have their own tools.

In addition to these basic tools on advertising platforms, there are also narrower-focused tools, such as LinkedIn Sales Navigator or Google Business Profile. Of course, app stores have their own tools too, such as Google Play Console or App Store Connect.

Analytics tools

Of course, advertising platforms have their own analytics tools since the results of advertising campaigns need to be seen somewhere. In addition to these, we use Google Analytics, Matomo, and Piwik Pro for collecting website analytics. For behavior analysis, we can use tools like Clarity or Hotjar. For more detailed information, we use Leadfeeder when needed.

Maintaining different tracking methods isn’t always straightforward, but to help with this, we use Google Tag Manager and Piwik Tag Manager. Our solution for managing cookies is usually Cookiebot. And when it comes to privacy, we actively use Iubenda’s service.

To consolidate all the marketing analytics we gather, we use Supermetrics, which helps us bring data into Looker Studio dashboards.

Also read: 

Digital marketing data analytics – tools and tips 

Website technologies

The platform for websites is still mostly WordPress, but for creating fast marketing pages and concepts, we use Squarespace. WP websites mostly consist of blocks made with Advanced Custom Fields, and in some cases, Elementor or Divi are used for building pages.

For building forms, we mainly use forms from marketing automation platforms, but sometimes also Typeform, Forminator, or Contact Form 7. Development work is done using Visual Studio Code and the Local tool. WP website code is versioned and backed up using Git. Cloudflare and AWS handle website traffic routing.

Marketing automation

Email and automation platforms depend on whether the client already has a specific platform in use. Previously, the majority of our clients used Mailchimp, but nowadays, most automations are done with HubSpot, ActiveCampaign, or MailerLite. We’ve also seen usage of Finnish platforms like LianaMailer.

Aboad also provides tools for clients

We’re not just passive participants. We constantly offer and prepare various tables, calendars, dashboards, and other tools for our clients. For example, we have tools for link tracking and scheduling social media posts, as well as completely customized dashboards.

The tools don’t end there

The aforementioned tools are just a part of our toolkit. In reality, there’s an incredible number of small tools that facilitate work, and larger frameworks are constantly evolving. With a new client, we might adopt frameworks that we hadn’t used before. Additionally, the development of artificial intelligence constantly brings new tools for testing and possibly long-term use.

Staying abreast of new technologies and tools requires constant vigilance and monitoring. We’re already keeping an eye on industry changes, so we aim to stay up-to-date with the latest tools as well. If you want to stay informed about the latest in marketing, subscribe to our Digital Marketing Weekly newsletter, which, by the way, is one of the tools we offer.

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