When looking at the entire digital marketing technology landscape (all 7,040 options according to Scott Brinker’s Marketing Technology Landscape Supergraphic), you have a lot of choices.
So when building your B2B search engine marketing tech stack, where do you start? With our article of course. Here are some of the must-have marketing tools for your B2B SEO stack.
But First, Strategy
We do need to preface this post with a word of caution and Intercom says it well, “a tool is not a strategy”. They go on to say, “you can compare different software packages by their features, but that’s like marrying someone based on their dating profile. The real value marketing software offers is in the strategy and approach it enables.”
So with that being said, start with the strategy and follow with technology. Don’t get lost swimming in the martech ocean of options.
Tech that Attracts & Optimizes
HubSpot’s new Flywheel is the latest and greatest model when it comes to how people think about their businesses. (Curious about the Flywheel? Learn more here). The Flywheel is broken down into three stages: Attract, Engage, and Delight. For this post, we’ll focus on tools that help attract visitors and as a little bonus, many of the tools serve a dual purpose with the ability to help curate data for later optimizations. Technology BOGO.
Marketing Automation Software
Marketing automation software. The mothership. The big Kahuna. It’s almost impossible to talk about digital marketing technology without at least mentioning it. So what exactly is marketing automation? According to HubSpot, marketing automation is defined as the following:
Marketing Automation refers to the software that exists with the goal of automating marketing actions such as emails, social, and other website actions.
In addition to the tasks noted above, most marketing automation software has additional features that can help to attract website visitors, which brings us to HubSpot.
HubSpot is inbound marketing, sales, and service software that helps companies attract visitors, convert leads, and close customers. Although that definition is somewhat technical, HubSpot really can be a one-stop shop.
At Lake One, we’re big fans of HubSpot and not to mention, we’re also a HubSpot Gold Agency. However, admittedly, HubSpot is an investment in time and in most cases, money. Pricing varies from free to paid based on different services and Hubs.
Why we love it: We love HubSpot for its multi-use features that allow our marketing activities to stay connected in one platform. A few of our HubSpot favorites that further B2B SEO efforts are:
- Landing pages: HubSpot makes it easy to create and duplicate landing pages that are optimized for conversion.
- Forms: Forms are a must when it comes to capitalizing on the traffic you drive (whether paid or organic) to your website
- Reporting: Although this doesn’t directly impact SEO, it sure does when it comes to optimization and measuring the effectiveness of your efforts. You can see where traffic is coming from and how visitors are converting (or not converting) on your site.
If you are hesitant to make the leap and purchase marketing automation software, rest assured that there are other tools out there to help you with your SEO objectives. Read on dear reader, read on.
If you’re an avid Lake One blog reader, you know we love data-driven decision making. The same rules apply for B2B SEO and especially, keyword research.
Ahrefs is a well-known tool for backlinks and SEO analysis. You can audit your website, research competitors, and explore keywords and content. For keywords specifically, you can see top questions, new keywords, and keyword suggestions.
Why we love it: Among other things, Ahrefs gives you insight into how many backlinks it would take to rank on Google’s page one. We can plan our goals and outreach efforts accordingly with their additional insight.
Google Analytics gives you a birds-eye view of your organic traffic but also allows you to drill-down into specifics like channel or by segment such as audience, behavior, and conversion reports for your organic traffic segment.
Why we love it: It’s a time-tested, reliable source- it’s the Granddad of web analytics. We also love that we can set up goals to track traffic as it moves through specific funnels as a means to monitor how audiences navigate through the site.
For more info on GA, check out this article by Medium.
Content Creation Tools
When it comes to B2B SEO, content creation is inevitable. You must be doing it. Here are a few of our favorite content creation tools.
WordPress is a Content Management System (CMS) which accounts for both entire websites and stand-alone blogs.
Why we love it: We’ve found it to be easy to use and really allows for concentrated SEO efforts through plug-ins like Yoast.
Unbounce is a platform that allows you to quickly create, launch, and test-high converting landing pages, popups, and sticky bars without developers.
Why we love it: If you decide to go sans HubSpot or another marketing automation software with landing page capabilities, this is the next best thing. You can easily create customized landing pages and have insights into the data for optimization.
Digital outreach and backlink building are critical, yet manual, components of SEO. If done right, outreach should be personalized and tailored to each opportunity. As you can imagine, when it takes several earned backlinks to make an impact on B2B SEO, digital outreach can be time-consuming.
BuzzStream helps automate some of the outreach processes through researching influencers, managing your relationships, and conducting outreach that’s personalized yet efficient all in one single platform.
Why we love it: Especially as our team continues to grow, it’s critical we have outreach housed in a visible platform for the team at large to access. It takes outreach out of the depths of our inbox and puts it in front of our team.
- Don’t mistake tools as a strategy. Lead with a strategy and tools and technology should follow.
- Marketing Automation Software like HubSpot is awesome, but not necessary to achieve your B2B SEO goals.
- Content tools that help you easily create and optimize landing pages are a must.
- No matter what tools you use, you can’t forget about the linkage! Digital Outreach can be time-consuming, but critical.