While success in B2B marketing still depends on creativity and strategy, productivity becomes more important every day. In a competitive marketplace, if you’re not doing everything possible to get the most from your resources, you’re likely to fall behind.

As a CMO, I’ve seen first-hand how AI tools can transform how we plan, execute and measure campaigns, saving time while unlocking new productivity and precision levels. In this article, I’ll share my top 10 AI tools that every B2B marketer should have in their arsenal, along with their pros, cons and why they’re worth your attention. It’s time to enter the matrix.

1 – Jasper 

The fear of the blank page is real. If you’re a marketer who relies on written content, Jasper could be the answer to your wishes. It’s an AI-powered copywriting tool that generates high-quality content for blogs, ads, emails, and more.

Pros

With just a few prompts, Jasper can generate content for you instantly, saving you hours of writing time. Set up templates for your most popular use cases (e.g. social media, product descriptions) to speed up content generation even more.

The more you use it, the more effective Jasper gets, as it learns your brand voice for more consistent messaging.

Cons

Jasper is not ‘set it and forget it’. It’s not going to come up with fantastic copy the first time and every time. You’ll need to spend time editing for accuracy and tone, as well as some fact-checking. If you’re creating content on highly technical or niche topics, Jasper may struggle.

The verdict

Jasper is a game-changer for content-heavy teams. It’s great for drafting first versions of copy, brainstorming ideas or scaling content production without hiring additional writers.

2 – HubSpot

You may have used HubSpot’s CRM before, but have you used it recently? Its new AI tools turbocharge your CRM, email marketing, and content creation with predictive analytics and automation.

Pros

• HubSpot’s Breeze Copilot helps you with tasks, automates your work, and reduces data entry tasks
• Predictive lead scoring enables you to prioritise high-value prospects and those who are about to buy
• AI-powered content assistant speeds up the blog and email creation process

Cons

If you’re already using HubSpot, it’s definitely worth upgrading your plan (if necessary) to get hold of the AI capabilities. However, while these features are undoubtedly helpful, are they really worth switching your CRM to HubSpot for?

The verdict

If you’re looking to align your marketing and sales operations while better leveraging data-driven insights, HubSpot could be the solution for you.

3 – Surfer SEO

Harness the power of AI to get your content higher on Google. Surfer SEO uses AI to analyse top-performing content, providing actionable recommendations to boost those search rankings.

Pros

Even if you don’t know much about SEO, Surfer will get your articles performing better. It acts as a copilot as you create content, telling you the keywords to use, when to use them and how often. Automated keyword research saves time, while Surfer’s content editor ensures your articles meet SEO best practices.

Cons

• While anyone can use Surfer, you’re likely to get more out of it if you have some SEO knowledge and can interpret its recommendations
• Surfer is focused primarily on articles, not broader SEO strategies

The verdict

Surfer SEO is ideal for B2B marketers who want to create content that ranks without relying on guesswork.

4 – Drift

Chatbots. You see them on every website you visit at the moment. Drift’s conversational marketing platform lets you create your own AI-powered chatbots to engage website visitors in real time. Since 2024, Drift has been part of the Salesloft platform.

Pros

• Drift chatbots act as a 24/7 ambassador for your brand, engaging with leads day and night
• You can use Drift to engage with leads, qualify prospects and even book meetings automatically
• Drift integrates with your CRM, reducing manual data entry tasks

Cons

Chatbots can feel impersonal if you don’t put time and effort into setting them up correctly. Also, you can’t set chatbots up and leave them. They require a lot of ongoing optimisation to get the best results.

The verdict

Drift is an excellent option for teams looking to improve lead generation and customer engagement without adding to their headcount.

5 – Marketo Engage

For AI-powered marketing automation, Marketo Engage (part of Adobe) is your complete solution. Scale personalised campaigns and ABM strategies across a broad range of channels with maximum efficiency.

Pros

• Marketo Engage allows you to automate even the most complex workflows, saving time and resources
• Predictive content recommends the assets that will resonate best with each lead
• ABM tools nurture high-value accounts across channels

Cons

Marketo Engage is a powerful solution that may be overwhelming for marketers using it for the first time. The price could also be a barrier for smaller teams.

The verdict

Marketo Engage is a powerhouse for B2B marketers managing large-scale campaigns and ABM initiatives across channels.

6 – 6sense

6Sense is a revenue intelligence platform that uses AI to uncover buyer intent signals, so you know which accounts are ready to buy and where to concentrate your efforts.

Pros

How do you know who’s visited your website if they don’t leave their details? 6Sense identifies anonymous website visitors and their intent. With predictive analytics, it knows when they’re ready to buy and can even automate your outreach. 6Sense also integrates with your CRM and marketing tools.

Cons

When you let AI loose on your data, the results are only as good as the data you feed it. To get the most from solutions like 6Sense, you need clean, reliable data.

Some teams may find the cost of 6Sense prohibitive.

The verdict

6Sense is a great option for marketing teams looking to target the right prospects at the right time.

7 – Copy.ai

Compelling sales copy is one of the hardest things for B2B marketers to create. Fortunately, copy.ai makes it simple.

Pros

• Copy.ai is quick and easy to use, even for non-writers
• It delivers a wide range of templates to speed up your workflows
• It can be more affordable and consistent than hiring human copywriters
• Extra features (e.g. lead processing, deal coaching) take you beyond sales copy

Cons

Like Jasper, you will usually need to edit and fact-check copy.ai outputs.

The verdict

Copy.ai brings together disparate solutions into one effective go-to-market platform. It’s an all-in-one solution to create content, generate pipeline, execute campaigns and close deals.

8 – Crayon

Crayon is an AI-powered competitive intelligence platform, tracking your rivals’ moves in real time and helping you maintain your edge.

Pros

• Crayon monitors your competitors’ websites, pricing, and marketing strategies
• Delivers actionable insights to stay ahead via AI news summarisation
• Helps identify market trends and opportunities

Cons

The drawback with Crayon is that it can take some time to set up and interpret all the data correctly. It may not also be appropriate for smaller teams that don’t compete on the big stage.

The verdict

If you want to outmanoeuvre your competitors with data-driven strategies, Crayon is the answer. Who knows? Maybe your rivals are using Crayon to keep tabs on you?

9 – Albert AI

Albert is a self-learning, autonomous digital advertising assistant who manages cross-channel campaigns and optimises budgets, learning as it goes.

Pros

• Executes campaigns across multiple channels, optimising for keywords, audience, budget or just about anything else
• Uses machine learning to improve performance over time
• Frees up time for your team to focus on the things humans do best – formulating strategy, winning new clients, and getting coffee!

Cons

• Requires a significant budget to get started
• Lack of customisation for highly specific, niche and technical campaigns

The verdict

Albert is ideal for enterprise marketing teams looking to automate campaign execution and focus on big-picture strategy.

10 – Grammarly 

Everybody makes mistakes. But Grammarly is here to correct those typos while improving your grammar, tone, and clarity in real time.

Pros

Grammarly improves your writing no matter what the setting. Whether it’s an email, blog, eBook, or anything else, Grammarly will spot mistakes, recommend corrections, and boost impact.

Grammarly integrates with most writing platforms, including Microsoft Word and Google Docs.

Cons

Grammarly is limited to writing assistance. You can’t use it for content generation.

Another issue with Grammarly is that it often suggests the same words as recommendations, so if you accept them all, your writing could become quite monotonous.

The verdict

Say goodbye to typos. Grammarly is a must to make your communication more polished and professional.

Why savvy marketers should embrace AI tools

AI tools are all about working smarter, not harder. By automating repetitive tasks, generating data-driven insights and reducing errors, these tools help marketers focus on what they’re good at: strategy, innovation, and building meaningful connections.

Today, whatever tasks are taking up time in your business, or perhaps not producing results as well as it should, there’s an AI tool out there to help. The key is to select the ones that align with your team’s goals and integrate seamlessly into your workflows.

Further reading:

DeepSeek vs. ChatGPT, Copilot & Gemini – We Put Them to the Test!