The 23 Best Tools To Run Your Inbound Marketing CampaignsPosted on 28 Mar
Inbound Marketing is one of the best, smartest, and most measurable ways to bring customers to your business.
It’s all about laying the ground work and drawing people to your digital properties so that they can consume your content (which should help them or solve their problem), and have your sales team further assist them in finding a solution.
Sounds simple, right?
It’s actually more straight-forward, but one of the trickiest things is finding the tools that will work best for you (and your budget) and making sure they all integrate.
Not every tool has an integration with other popular tools, which means you might be left with a dev team hangover or – worse yet – find another way to work your process.
What are the best we have found?
** Disclaimer: HubSpot is going to be mentioned a lot. We use it, and they have a lot of offerings.
A CRM has to hold the names of the leads you generate, along with their information and what content they have consumed.
You’ll need to know how many leads you want to generate, because you may have to buy a different “plan” or package CRM service to cope with the volume.
Some of our favorites and the ones our clients tell us about are:
Great for the whole package of tools it has. Email nurture, landing page, great CRM offering, social sharing and so much more.
One for the social sales teams to enjoy. Nimble is particularly favorable for reps who love to social sell, as they have built the tool around allowing reps to log social touches and notes in a way other CRMs do not.
One of the other big CRMs. Less known for its other features like HubSpot, but still one of the best CRMs on the market.
This is absolutely essential for inbound marketing done at any scale.
Any leads that fill out a form need email nurture. You need to send them more assets and content so that they can become ready for sales outreach.
Even if you don’t lead score them, you can’t just get email list subscribers and dump them on sales’ lap. You have to nurture prospects until they are ready to buy.
This is where is where marketing automation comes in.
Obviously. It’s very easy to use and has a range of clever capabilities. All of the stats on your email performance are literally within three clicks away at any time and you can build your emails very easily with their email builder tool.
Marketo is huge. They are perhaps for bigger business than HubSpot’s customer size, but this is why the marketing automation space is so interesting. Every vendor is similar but has slightly different focuses and features.
One that marketers seem to really like considering the pricing. One common comment we hear about it is the interface is that it’s not as sexy as other systems, but it is every bit as robust and useful.
Landing pages are the cornerstone of lead generation.
If you can’t get leads past this point, you don’t get “leads”. You can harvest as many email list subscribers as you want, but you then have to intensely nurture everyone to have them convert to a lead with legitimate interest.
Landing pages are the submission of interest and the gateway to content that you offer potential buyers. It’s vital to squeeze every ounce of click-through rate and optimization possible out of your landing page tool.
Leadpages has tons of templates in their tiered offering. Each tier offers different amounts of templates and other features available, but they’re known for their easy to use page builder which makes customizing a landing page really simple.
There are numerous marketing automation vendors, but we know HubSpot’s landing page builder is really easy to use and can be worked by anyone in marketing. You don’t have to be a developer to understand what is being done in HubSpot’s builder, which is a huge plus.
You can build all the assets and content in the world, but you need eyeballs to spot that content and want to see it.
You have both a personal social media presence and a business presence which can be used. All these tools can help you use both to get the content that drives people into your funnel.
One for the personal profiles over the business accounts perhaps, but Buffer is excellent for quickly getting content shared out on Twitter and LinkedIn (primarily).
This is made for searching out specific posts on Twitter and managing your lists, as well as sharing content. It’s easy to use Hootsuite and there are tons of guides out there on how to get the most from it.
Oktopost is a proper, all singing and dancing B2B social media marketing tool. It generates reports, and tracks goal completions and ROI for you as you split your content sharing into campaigns. You’ll find it easier to track how well your posts are doing versus others using Oktopost because you can use their analytics at a deeper level than most other tools.
#4 Sprout social
A very popular tool, Sprout is super easy to use and to share content on. Their reports are quick to generate and give you everything you would need to know about how your Twitter, Facebook and LinkedIn pages are performing along with the content you share.
This is the fuel for your lead volume.
Ads will charge your lead generation results. If your organic audience and email list is not enormous, you cannot rely on it to drive satisfactory results. Nearly every campaign involves ads.
AdHawk is brilliant! Three ex-Google founders created the tool to advertise to you in a whole new way. Worth checking out.
#2 Facebook ads
The go-to for pretty much every marketing campaign. The vast audience Facebook has, and the range of great capabilities makes it the first port-of-call for advertisers. Other social networks are great, but more expensive per lead usually.
One for the ABM junkies. Terminus will have ads follow your target accounts around the internet and get click throughs until you get a lead. It’s as simple as it sounds.
SEO is all about bringing in as much of the right traffic to your website as possible.
There are all sorts of tactics and strategies to use but a number of tools are essential in covering all key aspects of SEO…
The go-to tool for so many marketers. SEO leaders like Rand Fishkin have done tons of work with these guys. They know their stuff.
Great for finding out who is linking to your site and who should be. This tool has a lot of features and it can do a lot!
Buzzsumo is brilliant for identifying which keywords and bits of content are trending and getting shared on social media. It’s a great way to work out which titles you should write so that your blog attracts significant traffic and will go crazy on social.
You need content, it acts like bait to the fish you want to catch.
Give your prospects something they want, bring them to you, and interact. So, you need a content hosting tool for this, and most teams also use one of these tools to host their whole website. So, for hosting your blog, we suggest…
This is one of the most popular hosting tools. It’s super easy to use and has thousands of plugins you can use to add visuals and widgets to your site. It’s very easy to find a developer who can use WordPress too, should you need any development done. There are numerous themes available that you can use to make your blog look good too, so generally WordPress is all around a good choice.
Drupal is one of the other big players in the space. Their interface is slightly less easy to use than WordPress, but it’s a very popular tool. It’s worth looking at both to check how pricing could be a concern for either of these tools.
Video will set your results on fire.
It’s engaging, different, and is not merely another bulk of text your prospects have to read.
A very popular and well-known company. Sales people use the tool to send personalized videos to prospects, but marketing can use it, too. Vidyard can host your video on your website or also be a host for a short clip you want to post on your blog. It’s versatile, which is why it’s so popular.
Wistia is used a lot for hosting webinar videos, videos posted to your blog, and as a stand-alone video hosting tool.
Another great vendor who are big players in this space. If you want video in your marketing mix, it’s worth checking out as many video vendors as you can. They all have slightly different offerings, so you need to do your research.
While this looks like a lot of tools on the surface, but if you have all of this you are certainly in a good position to have content that converts and the tools to distribute it.
If you want to add data that can inform your whole strategy to this mix, get 100 free leads on us. These leads are looking to buy from your competitors, that’s what we can find for you.