In today's competitive B2B landscape, the right marketing technology isn't just helpful—it’s essential for driving revenue growth. According to McKinsey & Company, B2B companies that effectively integrate marketing technology to enhance their omnichannel revenue strategies significantly outperform their less digitally enabled peers.

As marketing technology grows and evolves, B2B marketing teams find themselves trying to navigate the sweet spot between having best-in-class tools, and developing a streamlined flow that empowers their teams.

The first step in building your best technology infrastructure is to develop a strong strategic vision for your growth in the next 12-18 months. When your team is aligned on your areas of focus, and you have a clear plan for the tools and tactics to achieve that growth, the next step is to make sure that you have the technology to seamlessly connect data points between platforms and teams track outcomes throughout your revenue cycle, provide clear reporting, and ensure that your teams are focused on actions that lead to growth. From tools that empower lead generation efforts, to processes that delight your customer base, your marketing tech stack is one of the most important investments you can make in 2025.

Let’s take a look at some of our team’s top picks for a strong B2B marketing tech stack that keeps you connected to your growth goals for the year to come and beyond.

Organizational Tools for Smart Operations

CRM

At the cornerstone of your growth plan, a CRM (Customer Relationship Management) organizes information about your total audience, including activities, sales cycles, and complex stakeholder relationships. For many organizations, the CRM is the central source of truth that leadership teams rely on to understand company performance and revenue growth. 

• HubSpot - We 💙 HubSpot at 1 Bold Step for its complete platform that integrates marketing, sales, and customer success activities for clear revenue operations alignment across the board. You’ll see this MVP more than once!
• Salesforce - The name brand in the CRM space, Salesforce has an established reputation for managing leads, tracking activities, and reporting on pipelines. Its complex structure is usually best for medium-to-large organizations with a lot of sales volume.
• Other CRM platforms - Great options for small teams that simply need basic tracking, but, in most cases, these systems are based around another function, such as marketing automation (Mailchimp), email and calendar management (Zoho), or project management (Monday). While these systems can be a great start for entrepreneurs, pay careful attention to the ability to close the loop between activity and revenue generation. Most of these systems will have a point of diminishing returns in being able to deliver a full picture without significant middle-funnel cloudiness that can impede your growth.

Project Management

Managing cross-functional teams can be challenging, but a project management system makes it easy to see project status and communication so you stay on track.

• Asana - With flexible project lists, calendars, and board layouts, Asana makes it easy to keep track of your work, no matter what style your team prefers. Assign tasks to multiple projects or portfolios, so teams can create dedicated boards that keep them focused. We track all of our client work in Asana at 1 Bold Step because it’s so flexible and easy for clients and team members to use effectively.
• ClickUp - As a busy single mom, my personal pick for keeping my life organized is ClickUp. I love organizing tasks into Spaces, Folders, and Lists, providing a clear visual structure for my short-term tasks and longer-range projects, like marathon training plans.
• Other - basecamp, Monday, Todoist (for lists), Trello, Jira and more. Many of these systems offer a free or low-cost version and can be a great starting point for organizing your tasks.

Reporting

Creating visual dashboards that make it easy for the entire team to understand performance metrics at a glance can be one of the most challenging and rewarding tasks in your marketing flow. The right report will engage stakeholders, celebrate successes, and provide easy to understand feedback that leads to action.

• HubSpot - Create dashboards to measure marketing and sales activity directly from the source.
• Tableau - Visualize data from multiple sources with a simple drag and drop interface.
• Swy.do - Built in integrations to common marketing platforms allow you to visually compare multiple data sources with templates that highlight common performance metrics.
• Looker Studio (formerly Google Data Studio) - This Google-native platform is free to use and is a great starter tool if you’re new to creating KPI dashboards.
• Funnel.io - Streamline sales and marketing analytics with automatic data updates from various sources, allowing users to clean, transform, and map data.

Boost Productivity and Communication

Video Meeting Platforms

• Zoom - A favorite of the pandemic era, Zoom offers dynamic video layouts, and scales well for large groups.

• Google Meet - This free meeting platform works seamlessly with G-Suite applications like Sheets and Slides.

• Microsoft Teams - Enterprise users appreciate that Teams can combine chats and channels for distributed communication that integrates with Microsoft 365.

File Organization (DAM)

Keep creative assets secure and share them easily with Digital Asset Management systems. Standardize folder and naming structures for easy searchability. Whether you roll your own system on an open platform, or work with a dedicated creative system, make sure to develop a consistent usage and sharing convention for easy searchability.

• Google Drive - You’re probably familiar with the Integrated file sharing features of Google Drive. Whether you are sharing favorite photos with family, or setting up enterprise-level asset management, Google Drive natively plays well with other G-Suite applications like Gmail and Google Calendar.
• Microsoft SharePoint - Secure file sharing that integrates with Microsoft 365. This software is highly secure and often preferred by corporate IT teams.
• Dropbox - This independent platform is ideal for sharing large files with external users in a secure, easy-to-manage environment.
• Canto - Offers strong branding and collaboration features with an easy-to-use visual interface, and customizable metadata fields.

Streamline Lead Management for Revenue Growth

Data Enrichment Platforms 

Identify ideal clients and enhance customer data so you build an effective outreach machine to connect with the full addressable market.

• Apollo - Full disclosure, 1 Bold Step is an Apollo partner, because we really like this platform’s affordability and HubSpot integration.
• ZoomInfo - Like Apollo, ZoomInfo offers a large database of B2B contacts and integration with popular CRM’s for data enrichment.
• Clay - Find data from a wide range of providers, which can be ideal for reaching business stakeholders who spend less time on B2B platforms like LinkedIn.

Lead Scoring

“Today, an estimated 90% of the B2B buyer journey is complete before a buyer reaches out to a salesperson”, says Advertising Week. Nurture your prospective buyers through their discovery process with lead scoring that tracks behavioral indicators so you can authentically connect with audience goals. Lead scoring should always be integrated into your CRM for optimal information on your prospects’ mid-funnel actions.

• HubSpot Marketing Pro - HubSpot measures lead engagement with your brand as well as fit to help your team prioritize the leads that are most likely to convert.
• Salesforce Marketing Cloud Account Engagement (formerly Pardot) - Track leads across platforms and calculate ROI with this automation platform from Salesforce.
• Apollo - identify companies actively researching specific products or services for insights into their buyer intent.

Increase Revenue Velocity

Accelerate sales and marketing processes with cadences that apply best practices across your revenue team. These tools usually integrate with a CRM.

• HubSpot Sales Pro - Create multitouch sequences that sales teams can initiate for specific client scenarios.
• Salesloft - Use challenges and scoreboards to gamify the sales process.
• Outreach.io - Deal insights help sales teams zero in on winnable opportunities and avoid risks.

Essential Marketing Tech for B2B Success

Last, but definitely not least, empower your marketing team with the tools they need to draw in audiences who share your values and are excited to engage with your products.

Email Service Provider

Email remains one of the most productive and profitable communication channels for client engagement. Follow best practices to deliver targeted communications that keep users engaged with your company. Look for an ESP that integrates with your CRM for easy contact management and activity tracking.

• HubSpot Marketing Pro - The seamless integration with HubSpot CRM, plus advanced features like A/B testing make this platform a 1 Bold Step team favorite.
• Mailchimp - This user-friendly interface makes it easy to set up campaigns, segment contacts, and set up automations.
• Constant Contact - Create visually appealing campaigns with professionally designed templates, and implement sequences based on customer behaviors.

Social Media Scheduling

As B2B users increasingly turn to social media for discovery and research, social authority has become one of the emerging trends for 2025. Make sure to create clear, engaging content that gives prospective clients a sense of your company’s products, values, and culture. Save time by managing these posts across platforms and scheduling them for optimal engagement.

• HubSpot Marketing Pro - Streamline the creation, management, and promotion of social content across multiple platforms.
• Buffer - This low-cost alternative is great for small businesses who want simple scheduling and reporting options.
• Sprout Social - Streamline engagement and community management with centralized messaging and optimized scheduling features.

Website CMS

As advanced artificial intelligence continues to grow, your website will become more important than ever in creating a great first impression for prospective clients. Build a scalable site that is easy to maintain and update with these CMS (Content Management System) tools.

• WordPress - This CMS is used by 62.2% of all websites. The platform is easy to maintain with an abundance of training tools. Optional themes and plugins deliver flexibility to make your site your own.
• Payload.io - If you have the development skills to manage an advanced headless content system, this open source CMS may be the choice for you.
• Proprietary Systems - Some business cases benefit from proprietary web platforms that offer managed data or integration into industry-specific software applications. If a proprietary system sounds right for you, make sure the system is user-friendly and that changes and updates are included in your subscription.
• Square - If you are running e-commerce on your site, Square can be a great option for building a simple site that highlights your business.
• Framer - Enable efficient content management with structured collections for different types of content and deliver a personalized user experience with conditional visibility and dynamic data transformations.
• Webflow - The drag-and-drop interface offers easy visual design options for team collaboration on code-free websites. 

Graphic Design

We’re living in a visual world. Create eye-catching content with these graphic design tools integrating design into your content across platforms and delivery systems.

• Adobe Creative Suite - The classic graphic design system, Adobe Creative Suite is the choice for designers for developing high-quality graphics, brand content, and printed materials.
• Canva - Great for teams that need to create and share digital content for social media, websites, presentations, and marketing campaigns.

Research and Writing Tools

Advanced AI tools are rapidly moving from experimental to an essential part of the content creation toolkit. Here are a few of the tools we recommend for creating and remixing optimized content for today’s omnichannel world. 

• HubSpot Content Hub Plus - This integrated tool leverages your CRM data to create personalized content that can be remixed or embedded on third party platforms.
• Grammarly - Enhance the clarity, correctness, and effectiveness of your written content with this AI-powered tool.
• Claude - Speed up research and inspire brainstorming with context-aware responses from this flexible AI platform.

Website Analytics

Get key insights into your website performance, competitive analysis, and completed actions with these tools.

• SEMRush - Compile market research and competitive intelligence and build data-driven content strategy with this multi-functional tool.
• MOZ - Optimize your search engine rankings with keyword analysis and on-page optimization recommendations.
• Google Analytics 4 (GA4) - This free tool delivers powerful insights. Set up event and conversion tracking to train Google’s algorithm on your desired outcomes and ideal client profiles.
• Google Search Console - Dive into your organic search insights with another powerful, free Google tool.

Digital Advertising

Paid campaigns on search and social platforms to make sure you show up where your audience is learning. For best results, develop a buyer persona to determine where your message will reach your intended audience, then set up a test to validate your theory. For best tracking results always integrate your ads platform to your website and your CRM to deliver complete information on your ROAS (Return on Ad Spend).

• Google Ads - Sponsored entries are featured more prominently in Google search results, making it easier for prospective clients who are searching for your products or services to find you. This service can be ideal for bringing B2B stakeholders into a nurture sequence based on their interest in your product or content.
• LinkedIn Ads - If you know that you want to reach a specific job title or company, targeting ideal clients on LinkedIn can be a great choice. This platform has a high CPA (Cost Per Acquisition), but can deliver highly-qualified leads. LinkedIn is best used as a part of a multi-channel strategy where you have promoted brand awareness on other platforms, then zeroed in on specific pain points on LInkedIn.
• Meta Business Suite - B2B marketing means connecting directly with key stakeholders not only while they work, but also while they check in with friends or shop for deals on Marketplace. If your persona spends time on Facebook or Instagram, be sure to meet them there with sponsored content that is visually appealing and speaks to their goals.
• TikTok - While TikTok’s legal future remains uncertain, the cultural impact is undisputed. With integrated e-commerce options and the ability to attract large audiences with short-form video, TikTok has changed the digital landscape. Expect to see short-form video and influencer marketing trends that originate on this platform to continue to impact marketing trends in 2025.
  

Bringing it All Together

Most importantly, make sure that you’re getting full use of your marketing tech and that data is being centralized so you can understand key metrics like ROMI (Return on Marketing Investment) and revenue pipeline acceleration. Sometimes your best option is to create a connection between key platforms and your CRM so you can clearly connect growth activities to revenue outcomes. Here are a couple of team favorites for non-native data integration.

• Zapier: Automate workflows between apps without coding. This is ideal for connecting your CRM to another key system, like your ERP or job management software. Keep in mind that you will pay for ongoing data transfers, or “zaps” and budget appropriately.
• MuleSoft: Enable enterprise-grade integration for complex systems, automations, and data sources.

Making Your 2025 Marketing Tech Stack Resolutions

Phew! The 2025 marketing tech stack can be a complex kit of tools. As the growth planning landscape continues to grow and change, accurate data analysis and flexible creative tools can set your company up for success when used skillfully. So where do you begin with prioritizing your investment? Fortunately, we have a few simple steps you can take to target the best investments in time and technology for your 2025 goals.

1. Understand your key business initiatives for the next 12 to 18 months. You should have a few focus areas, like growing revenue, bringing new products to market, or relaunching your brand.
2. Determine your strategic marketing goals. How will your marketing investment help you achieve your business initiatives? What key performance metrics will let you know if you’re on track?
3. Perform a gap analysis with our free download. Do you have the tools in place for your strategic initiatives? Maybe more importantly, does your team have the capacity to adopt new tools quickly? What additional solutions do you need to put into place to fully leverage any investments you make to your tech stack?
4. Set priorities and focus on the investments that you think will deliver your goals.
5. Test your hypothesis and be sure to gather clear data on performance. Make pivots where necessary, and don’t be afraid to fail fast.

While these steps might seem simple, they’re not necessarily easy! If you’re new to growth strategy, it can take time (and money!) to gain the experience you need to fully understand your results. Or, you can invest in a guide who can tailor best practices to your specific goals.

At 1 Bold Step, we’ve developed hundreds of strategic growth plans for companies like yours that are focused on leveraging their investments and delivering growth. Connect with our team today for expert guidance on your technology investments and strategic initiatives that deliver growth in 2025.