Top 10: B2B Marketing platforms

Updated: July 30, 2023

B2B Marketing platforms are powerful tools that enable businesses to plan, execute, and optimize their marketing strategies targeted towards other businesses. These specialized platforms offer a range of features, including lead generation, email marketing, content creation, social media management, and marketing analytics. B2B Marketing platforms help businesses identify and engage their target audience through data-driven insights and segmentation. With automation capabilities, these platforms streamline marketing workflows, enhance efficiency, and improve lead nurturing processes. Moreover, B2B Marketing platforms provide valuable analytics and reporting, allowing businesses to measure the effectiveness of their marketing efforts and make data-driven decisions to improve campaign performance. By leveraging B2B Marketing platforms, organizations can drive brand awareness, generate quality leads, and build lasting relationships with other businesses, ultimately contributing to business growth and success in the B2B market. Some of the most popular b2b marketing platforms are listed below.

See also: Top 10 Marketing software

2021. Terminus raises $90M to grow its B2B marketing platform



Terminus, a startup, has successfully concluded a Series C funding round, securing $90 million. The company is dedicated to developing a platform that adopts an integrated approach to sales and marketing, particularly focusing on account-based marketing. Account-based marketing allows B2B sales and marketing teams to view potential targets within a business as cohesive groups rather than individual entities. This approach facilitates a more coordinated effort across entire organizations, enabling marketing initiatives to reach multiple stakeholders and significantly enhancing the likelihood of successful sales conversions.


2015. Marketing software Pardot improves collaboration and productivity



B2B marketing automation software Pardot (owned by Salesforce) has recently introduced a range of beneficial enhancements for productivity and collaboration. These include a Chrome extension that enables email tracking, faster data synchronization, improved data visualization, and enhanced customization options for reporting. The Chrome extension for Gmail is an invaluable marketing automation plug-in that empowers sales representatives to send trackable emails directly from their Gmail accounts. It not only simplifies their tasks, allowing them to sell more effectively, but also serves as a covert B2B tool disguised as a harmless email plug-in. The additional improvements offer similar advantages. Notably, the data synchronization with Salesforce now boasts the fastest speed among all marketing automation tools, as it checks for changes every two minutes. This convenience benefits sales representatives by promptly revealing prospect insights, enabling them to respond swiftly and gain a competitive edge.


2014. LinkedIn acquires B2B marketing service Bizo to power its Ads



LinkedIn has announced its acquisition of Bizo, a service that specializes in assisting advertisers in reaching businesses and professionals. Bizo provides targeting and analytics capabilities for display and direct response advertisements. The acquisition deal is valued at approximately $175 million. In a blog post discussing the acquisition, David Thacker, a representative from LinkedIn, highlighted the increasing popularity of business-to-business advertising on the platform, particularly through its Sponsored Updates ad unit. LinkedIn's Marketing Solutions division generated $101.8 million in revenue during the first quarter of 2014, marking a significant 36 percent year-over-year growth. By incorporating Bizo's technology, LinkedIn aims to enhance its advertising offerings and provide an improved experience to its users.


2013. Oracle Buys Responsys for $1.5 Billion, Merges with Eloqua



Exactly one year after Oracle's acquisition of marketing automation company Eloqua for $871 million, Larry Ellison and his team have revealed plans to purchase marketing cloud player Responsys for $1.5 billion. Oracle's foray into the marketing realm in 2012 has been marked by a series of acquisitions, leading to a direct competition with its primary rival, Salesforce. In response to Oracle's purchase of Eloqua, Salesforce acquired ExactTarget in the middle of 2012. This move occurred shortly after ExactTarget had acquired B2B marketing automation vendor Pardot. As a result, both Oracle and Salesforce now possess marketing systems explicitly tailored for either B2B or B2C customers.