The software I rely on, grouped by job to be done, with clear notes on when to use it and how to unlock value fast.
Battle-tested picks
What to consider before buying
For B2B marketers with 3+ years experience
Join the 12-week B2B Growth Programme for marketers who want a compound, repeatable path to stronger pipeline without hiring more staff.
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video course
Understand the full growth engine in 45 minutes and spot the levers you can pull tomorrow.
A digital workspace lets teams ship faster and hunt for information less. This guide compares the front-runners and shows which setup suits your stage of growth.
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Personal productivity tools help individuals stay focused, manage distractions, and optimise their workflow for better efficiency and time management.
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Collaboration and feedback tools help teams brainstorm, review work, and share input efficiently, making teamwork smoother and more productive.
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Pick the project-management platform that keeps every task, timeline, and teammate aligned so your campaigns launch on time and nothing slips through the cracks.
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Automate repetitive tasks and streamline processes with powerful workflow tools. Reduce manual work, improve efficiency, and create scalable automations that keep your business running smoothly.
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Website and landing page tools help businesses create high-converting web pages without needing extensive development resources. These platforms ensure your site is optimised for lead generation and performance.
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Reporting and dashboard tools centralise marketing and sales data, offering real-time insights and visual analytics to improve decision-making, track performance, and align teams around key metrics.
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Insights and analytics tools help businesses track, measure, and optimise their marketing funnel by providing deep data insights, user behaviour analysis, and A/B testing capabilities.
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Lead generation tools help B2B businesses identify, engage, and convert potential clients through prospecting, outreach, and website lead capture.
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B2B marketing automation tools streamline lead nurturing, email campaigns, and customer engagement, helping businesses personalise marketing efforts and scale efficiently.
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Sales CRM tools help B2B service businesses manage relationships, track deals, and streamline sales pipelines to improve conversion rates and revenue growth.
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Meeting scheduler tools automate the process of setting appointments, eliminating back-and-forth emails and streamlining calendar management for sales and client meetings.
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Webflow is a no-code website builder that gives designers full control over layout, animations, and responsiveness.
Lemlist is a sales engagement and cold outreach platform that helps businesses automate personalised email campaigns, follow-ups, and LinkedIn outreach to improve response rates.
VWO is a comprehensive A/B testing and conversion rate optimisation (CRO) platform that enables businesses to test, personalise, and improve website experiences for better engagement and conversions.
Hotjar is a powerful UX and behaviour analytics tool that helps businesses understand how users navigate their website through heatmaps, recordings, and feedback tools.
LastPass is a secure password manager that stores and auto-fills login credentials across multiple devices.
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Gmail is a widely used email platform that integrates seamlessly with business tools, providing reliable communication, security, and productivity features.
Fireflies.ai is an AI-powered meeting assistant that transcribes, summarises, and organises conversations for improved productivity.
Perplexity AI is an AI-powered search engine and research assistant that provides accurate, sourced answers to complex queries in real-time.
MacWhisper is an AI-driven audio transcription tool designed for Mac users, offering high-speed, offline speech-to-text conversion.
Notebook LM is an AI-powered research tool that summarises and organises information from documents, notes, and web sources.
Klaviyo is a powerful eCommerce marketing automation platform that enables businesses to run personalised email and SMS campaigns based on customer data.
Zapier is the leading no-code automation platform that connects apps and services to automate repetitive tasks without coding.
Leadinfo is a B2B website visitor tracking tool that identifies companies visiting your site, helping sales teams turn anonymous traffic into leads.
Loom is a video messaging platform that helps teams communicate visually, making it easier to share updates, tutorials, and feedback asynchronously.
Inbox When Ready is a browser extension that helps users control email interruptions by hiding their inbox until they’re ready to check it.
HubSpot Sales Hub is a CRM and sales automation platform with pipeline management, automated follow-ups, and AI-driven insights for B2B sales teams.
Google Sheets is a cloud-based spreadsheet tool offering real-time collaboration, automation, and powerful data analysis features.
Google Calendar is a free, cloud-based scheduling tool that integrates with Google Workspace for managing meetings and events.
Google Workspace is a cloud-based suite of productivity and collaboration tools, including Gmail, Google Drive, Docs, Sheets, and Meet, designed for business use.
Figma is a cloud-based design and prototyping tool that allows teams to collaborate in real time on UI/UX projects.
Freedom is a distraction-blocking tool that helps users stay focused by restricting access to websites, apps, and notifications.
Google Analytics is a free web analytics platform that provides insights into website traffic, user behavior, and marketing performance to help businesses make data-driven decisions.
ChatGPT is an AI-powered conversational assistant designed to enhance productivity, automate workflows, and generate content effortlessly.
ClickUp is an all-in-one productivity and project management tool that helps teams collaborate, automate workflows, and manage tasks efficiently.
OmniConvert is a conversion rate optimisation platform offering A/B testing, surveys, and personalisation tools to help businesses improve customer experiences and increase revenue.
Kanbox turns LinkedIn into a streamlined, end-to-end revenue engine for B2B marketers—combining advanced scraping, message automation and a live Kanban pipeline in one workspace.
ClickUp is an all-in-one productivity and project management tool that helps teams collaborate, automate workflows, and manage tasks efficiently.
PandaDoc is an all-in-one document automation tool for creating, sending, and tracking proposals, contracts, and quotes.
Google Tag Manager makes it easy to manage tracking tags without code, so you can move faster and keep your growth data clean and reliable.
Learn which keywords, campaigns and ads are actually driving LTV (Lifetime Value). The first revenue attribution software tailored specifically to the needs of SaaS and subscription-based companies.
Asana is a structured project management tool designed for teams that need clear workflows, task dependencies, and detailed progress tracking.
Google Workspace is a cloud-based suite of productivity and collaboration tools, including Gmail, Google Drive, Docs, Sheets, and Meet, designed for business use.
Coda is a hybrid document-database platform that blends pages, tables, and lightweight automation in a single canvas. Teams can draft plans, track work, and build internal tools without juggling multiple apps.
HubSpot Sales Hub is a CRM and sales automation platform with pipeline management, automated follow-ups, and AI-driven insights for B2B sales teams.
Notion is a flexible all-in-one workspace for organising tasks, projects, and documents, making it ideal for teams that need both project management and knowledge sharing.
ActiveCampaign is a marketing automation and email platform for small to mid-sized B2B companies. It offers deep automation, segmentation, and CRM integration.
Marketo is an enterprise-level marketing automation tool with AI-driven personalisation and lead management, ideal for large B2B companies.
Airtable is a no-code relational database and collaboration tool that combines the flexibility of spreadsheets with powerful automation and integrations.
Amplitude is a powerful product analytics tool that helps businesses understand user behavior, track key metrics, and optimise digital experiences.
Apollo.io is a sales intelligence and engagement platform that helps B2B sales teams find leads, enrich data, and automate outreach.
Asana is a structured project management tool designed for teams that need clear workflows, task dependencies, and detailed progress tracking.
Brevo is an affordable marketing automation tool for small and mid-sized B2B businesses, offering email, SMS, and chat automation.
Cal.com is an open-source scheduling tool designed for businesses and developers looking for a flexible, self-hosted or cloud-based booking system.
Calendly is a simple, widely-used scheduling tool that helps individuals and teams automate meeting bookings with ease.
ChatGPT is an AI-powered conversational assistant designed to enhance productivity, automate workflows, and generate content effortlessly.
ClickUp is an all-in-one productivity and project management tool that helps teams collaborate, automate workflows, and manage tasks efficiently.
Coda is a hybrid document-database platform that blends pages, tables, and lightweight automation in a single canvas. Teams can draft plans, track work, and build internal tools without juggling multiple apps.
Cookiebot is a compliance solution for managing cookie consent, ensuring websites meet GDPR, CCPA, and other data privacy regulations.
Customer.io is a flexible automation platform designed for precise segmentation and real-time messaging, ideal for B2B service businesses.
Simplify data tracking and make decisions faster with Databox, offering real-time dashboards for key metrics.
Drip is an advanced email marketing automation platform designed for B2B and eCommerce businesses, offering deep personalisation, segmentation, and automation.
Oracle Eloqua is an enterprise-grade marketing automation tool with lead scoring, predictive analytics, and multi-channel campaign management.
Figma is a cloud-based design and prototyping tool that allows teams to collaborate in real time on UI/UX projects.
Fireflies.ai is an AI-powered meeting assistant that transcribes, summarises, and organises conversations for improved productivity.
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Folk is a modern, lightweight CRM designed for startups and small teams to manage relationships, sales pipelines, and outreach in a flexible, user-friendly way.
Freedom is a distraction-blocking tool that helps users stay focused by restricting access to websites, apps, and notifications.
Gmail is a widely used email platform that integrates seamlessly with business tools, providing reliable communication, security, and productivity features.
Google Analytics is a free web analytics platform that provides insights into website traffic, user behavior, and marketing performance to help businesses make data-driven decisions.
Google Calendar is a free, cloud-based scheduling tool that integrates with Google Workspace for managing meetings and events.
Google Sheets is a cloud-based spreadsheet tool offering real-time collaboration, automation, and powerful data analysis features.
Google Tag Manager makes it easy to manage tracking tags without code, so you can move faster and keep your growth data clean and reliable.
Google Workspace is a cloud-based suite of productivity and collaboration tools, including Gmail, Google Drive, Docs, Sheets, and Meet, designed for business use.
Hotjar is a powerful UX and behaviour analytics tool that helps businesses understand how users navigate their website through heatmaps, recordings, and feedback tools.
HubSpot Sales Hub is a CRM and sales automation platform with pipeline management, automated follow-ups, and AI-driven insights for B2B sales teams.
Inbox When Ready is a browser extension that helps users control email interruptions by hiding their inbox until they’re ready to check it.
Instapage is a landing page builder designed for high-converting, fast-loading pages with A/B testing and optimisation tools.
Justuno is an AI-powered conversion rate optimisation tool for eCommerce and B2B websites, offering pop-ups, banners, and targeting features to improve lead capture.
Kanbox turns LinkedIn into a streamlined, end-to-end revenue engine for B2B marketers—combining advanced scraping, message automation and a live Kanban pipeline in one workspace.
Keap is an all-in-one CRM, sales, and marketing automation platform designed for small businesses to manage contacts, automate follow-ups, and close more deals.
Klaviyo is a powerful eCommerce marketing automation platform that enables businesses to run personalised email and SMS campaigns based on customer data.
LastPass is a secure password manager that stores and auto-fills login credentials across multiple devices.
Leadinfo is a B2B website visitor tracking tool that identifies companies visiting your site, helping sales teams turn anonymous traffic into leads.
Leadpages is an easy-to-use landing page builder for businesses looking to generate leads and conversions without needing technical expertise.
Lemcal is a scheduling tool built for sales outreach, offering personalised booking pages and seamless lead qualification.
Lemlist is a sales engagement and cold outreach platform that helps businesses automate personalised email campaigns, follow-ups, and LinkedIn outreach to improve response rates.
Looker Studio (formerly Google Data Studio) is a free, cloud-based business intelligence tool that allows users to create interactive reports and dashboards with real-time data connections.
Loom is a video messaging platform that helps teams communicate visually, making it easier to share updates, tutorials, and feedback asynchronously.
LoyaltyLion is a customer loyalty and rewards platform that helps eCommerce brands increase customer retention and repeat purchases through personalised loyalty programs.
MacWhisper is an AI-driven audio transcription tool designed for Mac users, offering high-speed, offline speech-to-text conversion.
Mailchimp is a widely known email marketing platform with automation tools, landing pages, and CRM capabilities. While user-friendly, pricing increases quickly as you scale.
Make (formerly Integromat) is a powerful workflow automation tool that allows users to build complex, multi-step automations with a visual drag-and-drop interface.
ManyChat is a chatbot and automation platform designed to help businesses engage customers via Facebook Messenger, WhatsApp, and Instagram DMs.
Metorik is an advanced eCommerce analytics and reporting tool designed for WooCommerce and Shopify, offering real-time insights, segmentation, and automation for better business decisions.
Microsoft Clarity is a free website analytics tool that provides heatmaps, session recordings, and user behavior insights to help businesses improve UX and conversions.
Miro is a collaborative online whiteboard tool that enables teams to brainstorm, map workflows, and visualise ideas in real time.
Monday.com is a flexible work operating system that combines project management, CRM, and team collaboration into a highly customisable platform for businesses of all sizes.
Notebook LM is an AI-powered research tool that summarises and organises information from documents, notes, and web sources.
Notion is a flexible all-in-one workspace for organising tasks, projects, and documents, making it ideal for teams that need both project management and knowledge sharing.
OmniConvert is a conversion rate optimisation platform offering A/B testing, surveys, and personalisation tools to help businesses improve customer experiences and increase revenue.
Omnisend is an all-in-one marketing platform designed for e-commerce businesses. With powerful automation and seamless integrations, it helps businesses scale their email and SMS marketing efforts effortlessly.
PandaDoc is an all-in-one document automation tool for creating, sending, and tracking proposals, contracts, and quotes.
Perplexity AI is an AI-powered search engine and research assistant that provides accurate, sourced answers to complex queries in real-time.
PipeDream is a developer-friendly automation tool that enables users to build, test, and deploy workflows using JavaScript and API-based integrations.
Pipedrive is a sales-focused CRM designed to help businesses manage pipelines, track deals, and automate workflows for better sales efficiency.
Process Street is a no-code workflow automation tool that helps businesses document, manage, and optimise recurring processes.
SEMrush is an all-in-one SEO, content marketing, and competitor analysis platform, offering tools for keyword research, backlink tracking, and technical SEO audits.
SaneBox is an AI-powered email filtering tool that helps prioritise important emails and reduce inbox clutter.
Slack is a real-time messaging and collaboration tool designed for teams to communicate efficiently, share files, and integrate workflows.
Learn which keywords, campaigns and ads are actually driving LTV (Lifetime Value). The first revenue attribution software tailored specifically to the needs of SaaS and subscription-based companies.
Squarespace is an all-in-one website builder with modern templates, built-in eCommerce, and hosting solutions.
SurferSEO is an AI-powered content optimisation tool that helps businesses create SEO-friendly content by analysing top-ranking pages and providing real-time suggestions.
Stay organised and track tasks with Todoist, an intuitive tool for managing personal and professional to-dos.
Toggl is a time-tracking tool designed for freelancers and teams to monitor productivity and billable hours effortlessly.
Trello is a simple, intuitive Kanban-based project management tool that helps teams organise tasks visually.
Create interactive forms and surveys with Typeform, boosting engagement and collecting actionable insights.
Unbounce is a conversion-focused landing page builder with AI-powered optimisation and testing tools for marketers.
VWO is a comprehensive A/B testing and conversion rate optimisation (CRO) platform that enables businesses to test, personalise, and improve website experiences for better engagement and conversions.
Webflow is a no-code website builder that gives designers full control over layout, animations, and responsiveness.
WordPress is the world’s most popular CMS, offering full control over website design, functionality, and scalability.
Zapier is the leading no-code automation platform that connects apps and services to automate repetitive tasks without coding.
My name is Ewoud and I have spent the past fifteen years leading growth functions for B2B service companies of every size. During that time I have set up or audited more than 120 toolstacks, from simple CRM-plus-email setups to fully automated revenue engines. Keeping detailed notes on what actually works has become second nature. This page distils those notes into a practical catalogue so you can shortcut the trial-and-error phase and focus on execution. Long tenures give a rare vantage point on how tools perform over multiple economic cycles.
Every recommendation starts with a clear job-to-be-done. I evaluate how quickly a team can reach first value, what the hidden costs look like at scale, and how the vendor supports integrations. Tools that refuse to play nicely with others rarely make the cut, because modern growth relies on data flowing freely between acquisition channels, marketing, sales, and contract value. When I mention a platform’s feature count—such as Zapier’s 7 000-plus app connections or Make’s visual scenario builder and extensive library of templates — it is to highlight the practical width of use-cases you can unlock, not to chase vanity numbers.
For every tool in the toolstack you will find:
I also flag licensing thresholds because annual renewal surprises are among the most common causes of stack churn in service businesses. For more context on my background and advisory work see the about page.
On this page you will find the tool categories which are decision guides. I compiled them after fifteen years running growth for B2B service companies, comparing dozens of stacks and capturing what actually makes a difference. If you want the full back-story, my experience and methodology are outlined on the about page.
Each category guide is a mini decision framework. It sets out the job to be done, the likely constraints, and the main contenders, then walks through pros, cons, and cost curves so you can see which product fits your situation. Because no single platform wins every scenario, I outline when a lightweight CRM beats an enterprise suite, when a general automation tool outperforms low-code, and when niche point solutions earn their keep.
Use the links above to browse categories such as CRM, automation, analytics, and outbound. Read the example scenarios, weigh the trade-offs, and apply the checklists to your own context. By the time you finish a guide you should know which shortlist to test and which tools to park for later, saving weeks of unfocused research.
The landscape moves quickly. Forrester predicts that the B2B leaders who succeed through 2025 will be those that optimise infrastructure rather than chase every new shiny object. I update this toolstack quarterly, pruning tools that fall behind on support or core web-vital performance and adding newcomers that demonstrably reduce cycle time or operating costs. Where vendor claims are marketing fluff I reference independent review data to validate usability or roadmap velocity.
Tool choice is never one-size-fits-all, but patterns do emerge. By documenting the scenarios, pitfalls, and accelerators that recur across engagements I aim to give you a reliable shortcut. Every tool on this list has earned its slot through real-world usage, not affiliate payouts, and each category section links to a deeper guide so you can see the trade-offs in detail. Use the insights, adapt them to your context, and drop me a note if your testing uncovers something new—I am always iterating.
Understand the full growth engine in 45 minutes and spot the levers you can pull tomorrow.
45 min
English
English, Dutch
Join the 12-week B2B Growth Programme for marketers who want a compound, repeatable path to stronger pipeline without hiring more staff.
See 12-week outline
For B2B marketers with 3+ years experience
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