The rules of B2B marketing have changed. Modern buyers aren't waiting for your sales call; they're researching solutions, comparing options, and forming opinions long before they fill out your contact form. This self-directed journey demands sophisticated inbound marketing tools that can meet prospects where they are with relevant, helpful content when they need it most.
But not all inbound marketing tools are created equal. A 2024 survey from the Content Marketing Institute found that 65% of B2B marketers lack the right technology to manage the content needed for an effective inbound marketing strategy.1 The pressure is on to choose platforms that actually help drive revenue, not just clicks.
In this blog, we’ll break down the best inbound marketing software available today. Whether you're refreshing an outdated approach or building your inbound foundation from scratch, these tools will help you attract more qualified traffic, engage leads at scale, and close deals faster – all while freeing up your team’s time.
Building trust with B2B buyers takes time and consistency, which most marketing teams can’t deliver manually at scale. That’s where your marketing technology stack comes in. Inbound marketing platforms can help you:
However, implementing the right inbound marketing tools will impact your results, so it’s important to find software that matches your goals. Let's explore the tools that can support your growth
If you're looking for a centralized solution that covers all aspects of the buyer journey – from first touch to closed deal – HubSpot is the clear front-runner among inbound marketing tools. And with HubSpot users reporting 107% more leads and closing 35% more deals within six months of getting started,2 it’s easy to see why it’s at the top of many B2B marketers’ lists.
HubSpot is a fully integrated platform that combines marketing automation, CRM, CMS, customer service, and sales enablement in a single, user-friendly solution.
Key Features
Since HubSpot is modular and customizable, you can add Hubs as your marketing needs grow. For example, you can start with Marketing Hub and grow into CMS Hub, or vice versa. Plus, it supports integrations with Salesforce, Slack, Clearbit, ZoomInfo, and hundreds of other tools.
This flexibility is a huge advantage for B2B SaaS inbound marketing teams. With HubSpot’s simple management capabilities, fast-moving teams can launch campaigns quickly, test variations, and report on pipeline impact – all without relying on a full-time developer.
Who It’s Best For
For many B2B teams, HubSpot isn’t just one of the best inbound marketing tools – it becomes the foundation of their entire go-to-market motion.
ActiveCampaign provides powerful inbound marketing automation capabilities in an approachable package, making it ideal for companies focused on behavior-based campaigns. It strikes a balance between sophisticated functionality and ease of use, allowing marketing teams to create complex automations without getting overwhelmed.
Key Features
Who It’s Best For
ActiveCampaign shines when you need sophisticated automation but aren't ready for the investment or learning curve of a full enterprise marketing suite.
Search continues to be one of the highest-performing inbound channels, with 70% of marketers saying SEO generates more sales than PPC campaigns.3 Semrush helps B2B teams move up in the SERPs with a data-backed strategy.
Key Features
Who It’s Best For
If you’re investing in content as part of your SaaS inbound marketing plan, Semrush gives you the data and guidance to create assets that rank and convert.
Drift is considered a pioneer in conversational marketing, and for good reason. Its AI chatbots and live chat features help teams engage with qualified leads instantly, rather than letting them bounce.
Key Features
Who It’s Best For
As one of Salesloft’s suite of platforms, Drift typically isn't a full inbound marketing software replacement. However, it’s become an essential add-on for accelerating lead engagement for fast-moving tech companies.
B2B marketers know the form-fill struggle: ask for too much info, and conversions drop. Ask for too little, and your CRM fills with junk. It’s not an uncommon challenge – 35% of marketers say they lack quality data on their target audience.4 Clearbit solves this by enriching leads in real time, so you can get company and contact details without burdening prospects with lengthy forms.
Key Features
Who It’s Best For
Clearbit helps marketing teams already using platforms like HubSpot enjoy cleaner, more useful CRM data from their lead intelligence efforts.
Typeform lets you create interactive forms, surveys, and quizzes that feel human, so you can improve customer engagement while collecting more useful data.
Key Features
Who It’s Best For
If forms are an important part of your inbound marketing automation strategy, Typeform helps you capture more leads and better data.
Airtable isn’t an outward-facing platform, but it’s become the preferred solution for managing inbound content calendars, tracking leads, and enabling campaign collaboration. It combines the functionality of spreadsheets with the relational power of databases, creating a versatile workspace for your marketing operations.
Key Features
Who It’s Best For
When paired with your primary inbound marketing software, Airtable helps keep team members aligned and campaigns on schedule.
If you’re looking to focus on email without overpaying for bloat, Kit (formally ConvertKit) delivers a great balance of features and simplicity. It offers automation capabilities to power effective email nurture sequences while remaining intuitive and manageable for smaller B2B marketing teams.
Key Features
Who It’s Best For
Startups and smaller B2B companies appreciate Kit’s straightforward approach that delivers results without requiring dedicated specialists to manage the platform.
Notion combines notes, documents, wikis, and project management in one unified system. Like Airtable, it’s focused on internal operations – but it's a favorite among B2B marketers for documenting strategies, planning projects, and collaborating across cross-functional teams.
Key Features
Who It’s Best For
Notion helps growing B2B SaaS inbound marketing teams organize and share information efficiently by transitioning from siloed data to a centralized, intuitive platform.
Every inbound marketing stack needs a reporting layer, and Google Looker Studio (formerly Data Studio) makes it easy to combine data from multiple sources into real-time dashboards. It connects to several data sources at once for comprehensive marketing performance tracking without the cost of premium business intelligence software.
Key Features
Who It’s Best For
Looker Studio helps you prove the value of your inbound strategy without having to pay for another BI tool.
With so many tools available, it can be easy to overbuy and end up with a bloated stack that no one uses. Choosing the best inbound marketing software for your business starts with understanding your needs, not chasing the latest features.
Here are a few tips to guide your decision:
Having the right tools is a must for building a scalable, effective inbound marketing program. When your tech stack is aligned with your goals, your team can focus less on manual tasks and more on creating value – whether that’s launching targeted campaigns, improving lead quality, or measuring what’s actually driving revenue.
Mojenta specializes in inbound marketing for IT, telecom, and cloud companies, and we’ve helped 400+ businesses attract right-fit customers into their pipelines. As your go-to B2B inbound marketing agency, we build holistic, data-driven strategies that help you capture ideal buyers through targeted campaigns and content, then nurture your leads into deals.
Explore our inbound marketing services or contact us today to see how we can help you build a tech stack and strategy that fuels sustainable growth.
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