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Well let’s get one out of the way – from my experience, there’s a no one perfect LinkedIn Marketing tool (and what does “Linkedin Marketing” even mean? 🤔 There are many takes: organic LinkedIn marketing, LinkedIn ads, LinkedIn outreach…). Over the years, as a VP of Marketing, I’ve used (and evaluated) a bunch of Linkedin Marketing tools for different use cases – and today I’m going to share my subjective picks.
What you’ll learn in this guide: The best LinkedIn marketing tools organized by different use cases for B2B marketing:
When most people search for LinkedIn marketing tools, they find lists dominated by outreach automation (Dripify, HeyReach) and posting schedulers. Those are ofc very important, but they are not the only thing that moves the needle for B2B revenue. There are many LinkedIn marketing tools that matter for B2B companies – I’ve organized them into 10 categories:
Here is a quick overview of the 10 categories covered in this guide, along with my top pick for each:
Social media scheduling tools let marketing teams plan, schedule, and publish content across LinkedIn company pages and multiple social platforms from a single dashboard. For companies managing brand presence across channels, these tools eliminate the manual work of logging into each platform separately and ensure consistent posting schedules.
Honestly – I’ve used a bunch of scheduling tools, from Hootsuite through Postfity (now Simplified: where I worked for 2 years) to Buffer and Storychief – I liked most of them, but I was never a particularly sophisticated user.
Here are a few must-have features of LinkedIn Social Media Scheduling tools:
| Tool | Key Features | Pros | Cons | Pricing |
|---|---|---|---|---|
| Hootsuite | Multi-platform scheduling, team collaboration, analytics, Amplify for employee advocacy, social listening | Comprehensive all-in-one platform; strong enterprise features; excellent LinkedIn company page support | No free tier; expensive per-user pricing adds up quickly for teams; can feel bloated for simple use cases | $99/month per user (Professional); $249/month (Team, 3 users) |
| Sprout Social | Publishing calendar, social inbox, analytics, CRM integration, competitor reports, sentiment analysis | Best-in-class analytics and reporting; unified inbox for engagement; strong customer support | Most expensive option; pricing per user makes it prohibitive for small teams; overkill for LinkedIn-only needs | $199/month per user (Standard); $399/month per user (Advanced) |
| Agorapulse | Unified inbox, publishing, reporting, social listening, team collaboration, competitor analysis | Intuitive interface; good value for mid-sized teams; includes social listening in lower tiers | LinkedIn features less robust than dedicated tools; learning curve for advanced features | $49/month per user (Standard); $79/month per user (Professional) |
Also consider: Later, SocialBee, Sendible
LinkedIn outreach tools automate connection requests, follow-up messages, and personalized sequences at scale. For sales teams running outbound campaigns, these tools can 10x your reach while maintaining personalization. Without automation, manual LinkedIn outreach caps at 20-30 meaningful conversations per day – with the right tool, you can manage hundreds. I have personally used a whole bunch of those: from BuzzAI (not recommended, was super-buggy for me), through MeetAlfred (loved the UI), Salesrobot, Expandi (really hard UI) and finally Heyreach (great usability for automations and Clay integrations, although I do miss some of MeetAlfred’s UI) – and settled on using Heyreach moving forward – due to the safety measures they offer and the native integration with Clay.
I’ve also heard good things about Lemlist – primarily that it combines LinkedIn with Email into one, consistent campaign that can be paused if someone replies to either (but is a lot more expensive tham e.g. Smartlead/Instantly if you’re really looking to scale email!).
Must-have features:
| Tool | Key Features | Pros | Cons | Pricing |
|---|---|---|---|---|
| HeyReach | Multi-sender campaigns, unified inbox, unlimited campaigns, native integrations (Clay, HubSpot, Zapier), API access | Best for agencies and teams with multiple senders; flat pricing for unlimited accounts; no charge for teammates | Learning curve for complex workflows; some advanced features require setup | $79/month per sender ($59 annually); $799/month unlimited senders |
| Expandi | Smart limits, cloud-based automation, A/B testing, Sales Navigator targeting, webhook integrations | Most reliable safety features; cloud-based (no browser extension); all features included in one plan | Visual personalization requires extra subscriptions (Hyperise, Sendspark); no free tier | $99/month per account ($79 annually) |
| Lemlist | Multi-channel sequences (LinkedIn + email + calls), automated connection requests, profile visits, InMail | True multi-channel outreach; combines email and LinkedIn in one workflow; strong personalization | LinkedIn automation can be unreliable; per-user pricing adds up for teams; no volume discounts under 20 seats | $69/month (Email Pro); $99/month (Multichannel Expert) |
| Waalaxy | LinkedIn + email sequences, CRM integrations, templates, prospecting features, cloud-based | Generous free tier for beginners; simple UI; good for getting started with automation | Limited advanced features; less suitable for complex enterprise workflows | Free tier available; $56/month (Advanced); $80/month (Business) |
Also consider: MeetAlfred, Dripify, Octopus CRM, Skylead
LinkedIn Campaign Manager has significant limitations – no native frequency capping, limited dayparting, poor budget pacing, and minimal company-level insights. LinkedIn ads optimization tools fill these gaps, helping you control ad delivery and maximize ROI. Without them, you risk overspending on the same users or missing optimization opportunities that can cut CPL by 30-50%.
Must-have features:
| Tool | Key Features | Pros | Cons | Pricing |
|---|---|---|---|---|
| ZenABM | Company-level engagement tracking, campaign analytics, ABM stage tracking, CRM sync, ad performance by account | Built specifically for LinkedIn ABM; affordable pricing with no ad-spend markups; real-time company data | LinkedIn-focused only (not multi-channel); newer tool with growing feature set | $59/month (Starter); $159/month (Growth); $399/month (Pro) |
| Factors.ai | AdPilot for impression caps, audience sync, multi-channel attribution, account identification | Strong multi-channel capabilities; advanced attribution modeling; integrates with major ad platforms | Custom pricing makes it harder to evaluate; enterprise-focused with longer sales cycle | Custom pricing (contact for quote) |
| Sami | LinkedIn dayparting, budget pacing, campaign scheduling, performance alerts | Specialist in dayparting and scheduling; simple to use; focused feature set | Limited to scheduling/pacing features; no company-level tracking | Custom pricing (contact for quote) |
Also consider: DemandSense, Metadata.io, Revealbot
Account-based marketing on LinkedIn requires knowing which target accounts are engaging with your ads – not just aggregate impressions and clicks. ABM tools de-anonymize ad engagement, track accounts through buying stages, and connect LinkedIn spend to pipeline and revenue. Without this, you are flying blind – running ABM without knowing which accounts actually see your campaigns. I wrote a complete guide on running ABM on LinkedIn.
Must-have features:
| Tool | Key Features | Pros | Cons | Pricing |
|---|---|---|---|---|
| ZenABM | Real-time company tracking, ABM stages, CRM sync, revenue attribution, account scoring, BDR assignment automation | Purpose-built for LinkedIn ABM; no ad-spend markups; 37-day free trial; affordable vs. enterprise alternatives | LinkedIn-focused (not multi-channel ABM); smaller company compared to enterprise vendors | $59/month (Starter); $159/month (Growth); $479/month (Agency) |
| Demandbase | Multi-channel ABM orchestration, intent data, website personalization, advertising, sales intelligence | Most comprehensive ABM platform; strong intent data; enterprise-grade features and support | Very expensive; complex implementation; overkill for LinkedIn-focused ABM | $50,000+/year (enterprise contracts) |
| 6sense | Predictive intent, AI-powered account scoring, multi-channel orchestration, buying stage detection | Best-in-class AI and intent data; excellent account prioritization; strong Salesforce integration | High price point; long implementation; requires significant data volume to be effective | $75,000+/year (enterprise contracts) |
| Factors.ai | Account identification, multi-channel attribution, LinkedIn ad tracking, intent signals, CRM integration | Good balance of features and pricing; strong attribution capabilities; works across channels | Less LinkedIn-specific than ZenABM; custom pricing requires sales conversation | Custom pricing (mid-market focus) |
Learn more about how company tracking works: See companies engaging with your LinkedIn ads
Generic LinkedIn ads compete for attention with hundreds of other messages. Ad personalization tools create customized ad experiences based on account data, funnel stage, or previous engagement. They move beyond static campaigns to dynamic, account-aware advertising – showing different creative to different companies or even different people within the same account. I’ve personally not used them, but was in a sales process with Influ2 and I would have bought it if I had the budget (it was really quite expensive though – think $10,000+ 🥲)
Must-have features:
| Tool | Key Features | Pros | Cons | Pricing |
|---|---|---|---|---|
| Influ2 | Person-level ad targeting, contact-level engagement tracking, buying group targeting, CRM integration | Only platform offering true person-level targeting; see exactly who saw your ads; excellent for enterprise ABM | Complex setup; requires significant list management; higher price point | Custom pricing (mid-market to enterprise) |
| Userled | Account-based ad personalization, personalized microsites, dynamic content, intent-based targeting | Creates personalized landing experiences; good for one-to-few ABM; strong design capabilities | Newer platform; less established than competitors; limited LinkedIn-specific features | Custom pricing (contact for quote) |
| Tofu | AI-generated personalized creative, dynamic ad content, account-specific messaging, template library | AI speeds up creative production; easy to generate variations at scale; good for testing | AI quality varies; still requires human review; less control than manual creation | Custom pricing (contact for quote) |
Sending LinkedIn ad traffic to generic landing pages wastes money. Landing page personalization tools customize the post-click experience based on LinkedIn ad targeting, company, or campaign. Studies show personalized landing pages can increase conversion rates by 20-50% because visitors see content relevant to their industry, company size, or specific pain points.
Must-have features:
| Tool | Key Features | Pros | Cons | Pricing |
|---|---|---|---|---|
| Mutiny | No-code website personalization, AI recommendations, account-based experiences, A/B testing, analytics | Best-in-class ABM personalization; no developer required; strong integrations with Clearbit, SFDC, Marketo | Expensive for smaller companies; requires traffic volume to be effective; enterprise focus | Starting at $1,000/month (enterprise pricing varies) |
| Intellimize | AI-powered conversion optimization, automatic personalization, multivariate testing, machine learning | AI does the optimization work; learns from visitor behavior; good for high-traffic sites | Black-box AI approach; less control over specific segments; requires significant traffic | Custom pricing (mid-market to enterprise) |
| Userled | Personalized microsites, account-specific landing pages, dynamic content, sales enablement | Creates dedicated microsites per account; good for one-to-one ABM; easy to share with sales | Best for small number of high-value accounts; less scalable than page-level personalization | Custom pricing (contact for quote) |
Personal branding on LinkedIn drives organic reach that paid ads cannot replicate. Thought leadership posts from founders and employees often outperform company page content by 5-10x in engagement. Post writing tools help craft, format, and optimize LinkedIn posts for maximum engagement – providing templates, hooks, and formatting that drives reach. They are essential for anyone building a presence on the platform.
Must-have features:
| Tool | Key Features | Pros | Cons | Pricing |
|---|---|---|---|---|
| Taplio | AI content creation, post scheduling, viral post library (5M+ posts), carousel creator, analytics, engagement tools | Most comprehensive LinkedIn creator tool; AI trained on 500M+ posts; all-in-one solution | No AI features in $39 plan (need $65+); credit system limits usage; LinkedIn-only | $39/month (Starter); $65/month (Standard with AI); $199/month (Pro) |
| AuthoredUp | Advanced text editor, hooks library, post endings, drafts, snippets, content analytics | Best-in-class formatting and editing; affordable; pays per profile not per seat | No scheduling in base plan; Chrome extension only; less AI than competitors | $19.95/month (Individual); $14.95/profile (Team, min 3 profiles) |
| Shield Analytics | Profile analytics, post performance tracking, content analytics, growth metrics, benchmark data | Best analytics for personal profiles; affordable; shows what content works | Analytics only – no creation or scheduling features; limited to personal profiles | $8/month (Creator); $16/month (Creator+) |
| Kleo | Hook templates, post formatting, content ideas, browser extension, bookmark viral posts | Free tier with solid features; great for getting started; simple interface | Limited advanced features; less comprehensive than Taplio | Free tier available; $9.99/month (Pro) |
Why this category matters: Commenting on other people’s posts is one of the fastest ways to grow on LinkedIn – it builds relationships, increases visibility, and drives profile views. But strategic commenting at scale is time-consuming. Comment automation tools help manage engagement at scale – from finding relevant posts to auto-commenting and tracking engagement. Use these carefully to maintain authentic engagement and avoid LinkedIn restrictions.
Must-have features:
| Tool | Key Features | Pros | Cons | Pricing |
|---|---|---|---|---|
| Phantombuster | LinkedIn post scraping, auto-commenting, profile extraction, custom automation workflows, API access | Most flexible automation platform; can build custom workflows; strong for data extraction | Steeper learning curve; not LinkedIn-specific; requires technical setup for advanced use | $69/month (Starter); $159/month (Pro); $439/month (Team) |
| Engage AI | AI-powered comment generation, prospect tracking, engagement reminders, Chrome extension | AI generates contextual comments; easy to use; focused on authentic engagement | Quality of AI comments varies; requires review before posting; limited automation | Free tier available; $29/month (Plus); $49/month (Premium) |
| Taplio | Smart Lists for post discovery, engagement suggestions, relationship tracking | Integrated with content creation; helps find high-value posts to comment on | Not a dedicated comment tool; limited automation compared to Phantombuster | Included in Taplio plans ($39-199/month) |
Warning: LinkedIn actively discourages automated commenting. Use these tools to support authentic engagement, not replace it. Fully automated generic comments can damage your reputation and trigger account restrictions.
Why this category matters: LinkedIn engagement data is valuable – but only if your sales team can act on it. CRM sync tools push LinkedIn ad engagement, profile interactions, and connection data into HubSpot, Salesforce, or other CRMs. This enables sales teams to prioritize accounts based on engagement and personalize outreach with context about which campaigns prospects have seen.
Must-have features:
| Tool | Key Features | Pros | Cons | Pricing |
|---|---|---|---|---|
| ZenABM | Campaign-level engagement to CRM, company properties sync, ABM stages, qualitative data (which campaigns, not just clicks) | Pushes qualitative context (which campaigns); real-time sync; purpose-built for ABM workflows | LinkedIn-focused (not multi-channel); requires ZenABM subscription | Included in ZenABM plans ($59-479/month) |
| HubSpot (native) | LinkedIn Ads integration, lead sync, offline conversions, basic company matching | Included with HubSpot Marketing Hub; no additional cost; native integration | Limited to aggregate data; no campaign-level context; basic matching only | Included with HubSpot Marketing Hub |
| Salesforce (native) | LinkedIn Sales Navigator integration, lead recommendations, InMail sync | Native integration if you have Sales Navigator; contact-level data | Focused on Sales Navigator, not ads; requires both SF and Navigator licenses | Included with Sales Navigator Team+ ($149.99/month per seat) |
| Zapier | Custom workflow automation, multi-app connections, triggers and actions | Connects almost anything; flexible for custom workflows; affordable | Requires technical setup; limited LinkedIn triggers; no campaign-level ad data | Free (limited); $29.99/month (Starter); $73.50/month (Professional) |
For more on measuring ROI: Measuring LinkedIn ABM ROI with revenue attribution
Why this category matters: Social listening tools monitor brand mentions, competitor activity, and industry conversations on LinkedIn. They help you stay informed, identify engagement opportunities, respond to mentions quickly, and understand market sentiment. For B2B companies, tracking what prospects and competitors say on LinkedIn provides valuable market intelligence.
Must-have features:
| Tool | Key Features | Pros | Cons | Pricing |
|---|---|---|---|---|
| Brandwatch | Advanced social listening, sentiment analysis, trend detection, influencer identification, custom dashboards, historical data | Most comprehensive listening platform; historical data back to 2010; best for enterprise research | Very expensive; requires annual contract; overkill for basic monitoring needs | $800+/month (contact for exact pricing) |
| Sprout Social | Social listening, brand monitoring, sentiment analysis, competitor reports, integrated with publishing | Listening + publishing in one platform; easier than standalone tools; good reporting | Per-user pricing adds up; listening features in higher tiers; less deep than Brandwatch | $199/month per user (includes listening in Standard+) |
| Mention | Real-time monitoring, alerts, sentiment analysis, influencer tracking, competitive analysis | Most affordable dedicated listening tool; easy to set up; good for SMBs | Less comprehensive than enterprise tools; limited historical data; fewer data sources | $29/month (Solo); $99/month (Pro); $179/month (ProPlus) |
| Hootsuite | Social listening streams, brand monitoring, keyword tracking, sentiment tracking | Integrated with scheduling and publishing; good for teams already using Hootsuite | Listening features less advanced; enterprise tiers required for full functionality | Listening included in Team+ plans ($249/month+) |
Also consider: Talkwalker, Meltwater, Awario
Before diving into specific tools, here is how I evaluate any LinkedIn marketing tool:
For small businesses, I recommend starting with Buffer for content scheduling – it has a generous free tier. If you are running LinkedIn ads, ZenABM at $59/month gives you company-level tracking and analytics without enterprise pricing. For personal branding, AuthoredUp at $19.95/month or Kleo’s free tier are excellent starting points. Skip tools like 6sense, Demandbase, or Brandwatch until you are spending $10k+ per month on ads or have enterprise-level needs.
ZenABM replaces separate tools for LinkedIn ad analytics, company-level tracking (de-anonymization), ABM stage management, CRM data sync, and revenue attribution. It is built specifically for B2B teams running account-based marketing on LinkedIn. For teams previously using a combination of spreadsheets, native LinkedIn reporting, and enterprise ABM platforms, ZenABM consolidates these into one purpose-built solution.
It depends on the type of automation. Outreach automation tools like HeyReach and Expandi carry some risk of LinkedIn restrictions – look for tools with rate limiting, human-like behavior patterns, and cloud-based operation (not browser extensions). LinkedIn Ads tools like ZenABM use official APIs and are completely safe. Comment automation tools should be used carefully – fully automated commenting can damage your reputation and trigger restrictions.
As a benchmark, spend 10-15% of your LinkedIn ad budget on tools. If you are spending $5k per month on ads, $500-750 per month on tools is reasonable. Prioritize analytics and attribution tools first – they help you prove ROI on everything else. For organic LinkedIn marketing with no ad spend, $50-100/month on creation and scheduling tools (Taplio, Buffer, AuthoredUp) is typical.
For organic content, Buffer’s free plan (3 channels, 10 posts each) is excellent for getting started. Kleo offers free hook templates and formatting. For outreach, Waalaxy has a free tier. For analytics, LinkedIn’s native Creator Mode analytics are surprisingly good. There are no truly free LinkedIn ads optimization tools with meaningful features – expect to pay for anything that improves ad performance. ZenABM offers a 37-day free trial if you want to test before committing.
