B2B teams move faster when their B2B marketing tools reduce manual work and connect the workflows that drive revenue. As companies move into 2026, they’re replacing point tools with integrated systems powered by AI, intent data, and automation.
The tools that stand out shorten the path between identifying demand and acting on it.
What the 2026 B2B Marketing Stack Actually Requires
The strongest platforms give marketers a clearer view of buyer behavior and keep workflows aligned so execution moves without interruption. Here’s how the leading tools compare and where each one adds value.
Best All-in-One Go-to-Market (GTM) AI
ZoomInfo Copilot
ZoomInfo gives GTM teams a single environment to identify in-market buyers and activate campaigns with continuously updated data designed to reflect recent buyer activity. ZoomInfo Copilot is an sales & marketing AI agent that surfaces shifts in buyer behavior and recommends next steps aligned to how sales works the account.
Key features:
AI-generated account summaries and campaign recommendations
Real-time buyer intent tied directly to contact data
In-platform audience building and multi-channel activation
Live CRM and marketing automation platform (MAP) sync for clean handoffs
Alerts on account activity, engagement drops, and performance shifts
Learn more about ZoomInfo Copilot
Best CRM
HubSpot Marketing Hub
Midmarket teams use HubSpot to manage campaigns and track engagement with shared CRM visibility. AI features help with basic content generation and form optimization.
Key features:
Visual builder for emails, forms, and landing pages
Workflow automation for lead nurture and routing
Contact-level engagement history and activity timelines
Native connection to HubSpot CRM for shared visibility
Learn more about HubSpot Marketing Hub
Salesforce Marketing Cloud Account Engagement (Pardot)
Pardot supports marketing campaigns directly within Salesforce’s ecosystem and enables scoring, nurturing, and engagement tracking tied to CRM records.
Key features:
Drip and nurture automation
Lead scoring and grading
Salesforce CRM sync for unified reporting
Engagement tracking across core channels
Best Account-based Marketing Platforms
ZoomInfo Marketing
ZoomInfo Marketing is an account-based marketing software that was named a leader in ABM Platforms by Gartner. It combines best‑in‑class company and contact data with native intent signals and activation tools so marketing teams can find, engage, and convert in‑market accounts with precision. Built on ZoomInfo’s proprietary data graph, ZoomInfo Marketing unifies firmographic, technographic, hierarchical, and contact intelligence with real‑time buying intent to power audience strategy, ABM execution, and measurable pipeline impact.
Key features:
Audience targeting and segmentation: Build precise B2B audiences using firmographic, technographic, ICP, and job-level filters with saved/smart segments and suppression lists
B2B intent data: Identify in-market accounts with ZoomInfo Intent signals; layer intent into audiences and prioritization
Website visitor de-anonymization (WebSights): Reveal companies visiting your site, score engagement, and trigger follow-up
Form enrichment (FormComplete): Shorten forms and auto-enrich lead records in real time to lift conversion rates
Data enrichment and hygiene: Standardize, de-duplicate, and continuously refresh contact and account data in MAP/CRM
Buying committee insights: Map and expand buying groups; target by seniority, function, and role at key accounts
Learn more about ZoomInfo Marketing
6sense
6sense supports ABM programs that require intent data and predictive modeling to identify buying stages and coordinate outreach.
Key features:
Predictive buying-stage models
Intent-based prioritization and fit scoring
Workflow tools for cross-team alignment
Account-engagement dashboards
Best Marketing Automation Tool
Adobe Marketo Engage
Marketo powers enterprise-scale, multi-channel programs with automation and segmentation capabilities, though certain advanced use cases rely on Adobe Experience Cloud expansions.
Key features:
Multi-step automation workflows
Advanced segmentation and filtering
CRM + Adobe Experience Cloud integration
Permissions management and compliance tools
Learn more about Adobe Marketo Engage
Best for SMB Email Automation
ActiveCampaign
SMB and mid-market teams adopt ActiveCampaign for flexible email automation, lightweight CRM functionality, and strong deliverability performance.
Key features:
Email automation and conditional workflows
Behavior and tag-based segmentation
Built-in CRM with pipeline visibility
Website tracking and engagement triggers
Learn more about ActiveCampaign
Best SEO Tools
Semrush
Semrush supports SEO and content programs by showing keyword opportunities, competitive positioning, and site performance trends.
Key features:
Keyword discovery and SERP tracking
Competitor content analysis
Site audits and optimization insights
Backlink and traffic monitoring
Best for Content Creation
Jasper
Jasper gives content teams structured templates and brand controls for producing consistent copy across long-form assets and ads.
Key features:
Templates for long-form and short-form content
Brand voice customization
Collaboration and editing tools
CMS and creative platform integrations
The Role of AI in B2B Marketing
AI now shapes how marketers find active demand and manage timing across their programs. It evaluates behavior signals inside the motion and recommends the next step while reducing the manual review that would otherwise be required.
AI Benefits for B2B Teams
Targeting grounded in real-time behavior signals
Faster execution through automated recommendations
More accurate scoring tied to recent activity
Personalization at scale without adding manual steps
Read: The 17 Best AI Marketing Tools
How the Best B2B Marketing Tools Stack Up
ZoomInfo Marketing vs. 6sense
When comparing ZoomInfo vs. 6sense, it’s important to note that ZoomInfo Marketing is the ABM software within the overall ZoomInfo GTM Platform that competes with 6sense, which is strictly an ABM platform.
ZoomInfo Marketing combines live data, intent, scoring, orchestration, and activation in one environment. Copilot adds behavior-driven recommendations inside that workflow, reducing tool switching and shortening launch cycles.
6sense is built around predictive models, intent analytics, and account scoring, performing best in structured ABM programs where teams already work from defined target account lists and where underlying data quality is strong.
ZoomInfo focuses on real-time behavior and direct activation inside one system. 6sense emphasizes modeled predictions.
HubSpot vs. ActiveCampaign
HubSpot suits teams that want an all-in-one platform with CRM alignment and straightforward multi-channel workflows. It fits mid-market organizations that value ease of use, noting that more advanced automation may require add-ons, higher-tier plans, or custom configuration.
ActiveCampaign fits SMB and mid-market teams that center their programs on email-led automation and want built-in CRM functionality without the complexity of enterprise platforms.
HubSpot supports broader, multi-channel programs. ActiveCampaign centers on email-led automation with simpler deployment.
Marketo vs. Salesforce Pardot
Marketo delivers enterprise-grade automation and cross-channel control suited to large organizations, though teams should expect more complex setup and ongoing administration.
Pardot fits organizations that run their programs inside Salesforce and prioritize tight CRM alignment. Its predictive scoring and recommendations depend on Salesforce Einstein features for advanced insight.
Key Features of the Best B2B Marketing Tools
B2B marketers should prioritize tools that strengthen execution by improving accuracy and keeping work connected across teams.
Lead generation capabilities
Real-time intent signals
Behavioral and fit scoring
Account-level engagement visibility
CRM and data alignment
Clean, bi-directional sync
Unified activity timelines
Shared marketing and sales visibility
Automation
Cross-channel workflows
Conditional logic
Trigger-based actions tied to buyer behavior
Analytics
Reporting tied to pipeline outcomes
Cross-channel attribution
Real-time performance alerts
What to Watch as You Evaluate Tools for 2026
Every tool says it has AI. What matters is what it fixes. Look for what cuts steps, not just adds features. Skip the claims and focus on what changes execution, such as reducing repetitive steps, improving targeting accuracy, and shortening launch cycles.
When data doesn’t pass cleanly between systems, teams lose visibility and execution slows. Disconnected tools force manual reconstruction of activity trends. Prioritize platforms that keep data aligned so workflows move without interruption.
Static personas capture fit but miss changes in demand. They also don’t show which accounts are active. Real-time intent signals fill that gap by revealing behavior as it happens.
Integrations make or break execution. If your tools don’t sync with your CRM or MAP, every downstream process suffers. Test that early. A flashy feature means nothing if the handoff breaks.
How to Evaluate B2B Marketing Tools That Actually Drive Pipeline
If a tool can’t support how your GTM team actually works, it doesn’t belong in the stack. Here’s how to spot the ones that do.
Prioritize platforms that surface real-time behavior signals at the account level
Validate integrations early to avoid downstream workflow issues
Assess AI features based on how they perform inside your motion
Favor systems that let teams act on signals without switching tools
Evaluate impact on pipeline, not volume of features
Confirm reporting ties activity to pipeline outcomes
Choosing the Best B2B Marketing Tools for 2026
The best B2B marketing tools support how your GTM team works day to day. Teams running automated, multi-step programs may lean toward platforms such as HubSpot or Marketo for their established workflows. When the priority is working directly from live buyer signals, ZoomInfo Marketing provides the clearest path forward with live data and built-in activation.
To choose the right platform:
Map your GTM motion so every step of the workflow is visible
Pinpoint the moments where data breaks or work slows
Validate CRM and MAP integrations before evaluating features
Prioritize systems that turn buyer signals into immediate action
Remove tools that add steps or create parallel workflows
FAQs About B2B Marketing Tools
What’s the fastest way to implement a new marketing tool?
Start with tools that integrate cleanly with your CRM and MAP. Strong native connections reduce setup time and speed early rollout.
How often should you review your marketing tech stack?
Many teams review annually, though faster AI and workflow changes have made semiannual reviews more common.
What features matter most for B2B teams?
The most effective tools improve targeting, reduce manual work, and keep marketing and sales operating from the same activity and account data.
How do B2B marketing tools differ from B2C tools?
B2B tools support complex motions where timing, relevance, and coordination matter. B2C platforms focus on fast transactions and high-volume communication.
Is it worth switching if your current tool still functions?
If a tool requires manual workarounds or lacks actionable behavior signals, it may still limit performance even if it technically functions.