woman on laptop boxing up products
From Salesforce to Owler, these tools will help you research competition, keep your team engaged and updated and, of course, maximize your sales. — Getty Images/BartekSzewczyk

If you want to succeed in B2B sales, you need a way to attract qualified leads and close deals quickly. If you want to save time and work more efficiently, the following B2B sales tools can help.

Google Analytics

Google Analytics is one of the most powerful analytics tools available, and, best of all, it’s free. It allows small businesses to track website visitors and analyze how customers and prospects are interacting with their company. It can also help you identify any weak spots in your marketing strategy and areas where you might be losing potential customers.


Hunter.io makes it easy to track down the email address for prospects you want to connect with. The software is free to use, and if it can’t find the correct email address, it will create a “best guess” based on the template the domain uses.

[Read more: 5 Business Practices That Build Strong B2B Relationships]


Salesforce is a customer relationship management (CRM) platform, and it has long been considered the gold standard for CRMs. The company’s cloud-based services are one of the most comprehensive sales solutions available right now.

You can use Salesforce to track your leads, sales funnel, sales conversions and more. And the company is always updating the platform to make it more accessible for its customers.

LinkedIn Sales Navigator

If you work in B2B sales, you’re likely already on LinkedIn. To maximize your efforts on LinkedIn, however, consider signing up for LinkedIn Sales Navigator.

Sales Navigator is LinkedIn’s paid sales solution, and it allows you to do advanced searches on leads and companies you’d like to work with. The platform will also recommend target accounts that seem to be a good fit for your business.

Most conveniently, the platform automatically integrates to your CRM. That way, you can save and track all your new leads.

All businesses need a way to conduct competitor research, and Owler is one of the best tools to help you do it.


If you’re looking for the right CRM for your business, Hubspot is another good option. The CRM comes with a variety of tools, including email templates, email integrations and document libraries. Hubspot also offers premium tools, like live chat and traffic tracking on your prospects and leads.


IFTTT is a free web-based tool that allows you to create simple conditional commands that are known as applets. Applets make it easy for you to automate simple tasks that you otherwise would have completed manually.

For instance, you can use IFTTT to automate tasks like updating your social media accounts or posting the same content across several different platforms.


Drift makes it possible to continue building relationships with your prospects even when you’re done working for the day. If a prospect visits your website after hours, the chatbot will prompt them to schedule a meeting.

Drift will also let you know when a prospect opens your emails and how engaged they are. This information can help you see what’s working and what areas you need to improve in.


For many B2B companies, webinars are a staple in their marketing strategy. ClickMeeting is one of the best ways to create live or pre-recorded webinars.

You can easily customize your webinar room and incorporate branding features. Participants can sign up through a registration page, where you can gain additional insights about your attendees.


Competitor research will help your company stay more agile and respond to changing marketing conditions. All businesses need a way to conduct competitor research, and Owler is one of the best tools to help you do it.

You can sign up to follow specific competitors on Owler and receive notifications about any industry news or insights surrounding the company. Then you’ll receive weekly updates about funding announcements, leadership transitions and top news stories. All of this will help you stay more competitive and on top of industry changes.


It’s never been more important for companies to have a way to reliably connect with prospects and build relationships with other team members. When it comes to video conferencing software, Zoom is one of the best options available.

Zoom lets you schedule meetings, share your screen and offers chat options. You can also host webinars, one-on-one meetings or large group conferences.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

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Published July 30, 2020