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The 9 B2B software blogs you should keep an eye on in 2020

An investment in knowledge pays the best interest.” - Benjamin Franklin.

Whether you’re just starting out in your industry or you’re at the top of your game, expanding your knowledge is always beneficial.

Reading the blogs of other companies, competitors or otherwise, will help you to grow. Some content may educate and inspire you, and some may show you exactly what not to do - either way, this knowledge will help you to improve your own business processes and make better decisions in the future.

In this article we’re going to take a look at 9 B2B software blogs that you need to keep an eye on in 2020.

1. Buffer

Buffer is a social media management software designed to help brands grow their online audience.

The buffer blog covers all things social media, from helpful how-tos, to news roundups and interesting case studies. The articles are comprehensive and feature additional media, like videos and photos.

The article ‘Can you make a great six second ad? Here’s what we learned from the best’ is a great place to start. It covers everything you need to know about YouTube ads, including the benefits, the different types, and some examples.

Buffer also has another blog called ‘Buffer Open’ that details the company's journey as a transparent, remote company and covers all things related to workplace happiness. The blog breaks boundaries on topics rarely publicly discussed, like the salaries of everyone in the business and the benefits of ‘salary transparency’.

2. Help Scout

Help Scout is a customer service software, and their blog is all about educating readers on the art of customer service.

This blog is a goldmine for anyone in the B2C industry, or even B2B for that matter. The topics covered range from company culture to growth, all with a focus on improving customer service.

The article ‘13 Productivity hacks to maximise your time’ is a great place to start because it features awesome tips from different people in the Help Scout team. Like all Help Scout articles, it’s in-depth, informative, and easy-to-digest.

Their blog is also well-designed and super responsive, making it a pleasure to read. Just like Buffer, their articles feature lots of rich media to support the text.

3. HubSpot

 HubSpot is an inbound marketing and sales software designed to help businesses grow without compromise.

Inbound marketing and sales are huge topics, and HubSpot tackles these across thousands of articles that hone in on everything from how to measure customer success, to how to plan your social media content.

Their blog also features regular stats roundups, like ‘31 customer service stats to know in 2019’ and fascinating case studies, such as: ‘How Sujan Patel used a growth mindset to increase views by 8 million.’

The blog uses different headings, such as ‘most popular’ and ‘editor’s picks’ to make it easier for readers to navigate. And, there is also a handy orange bar at the top of the screen that moves along as you read, letting you know how far through the article you are–perfect for busy business owners.

4. Crazy Egg

Crazy Egg is a website optimisation software, with tools such as A/B testing and heatmaps to help businesses find out what their web visitors are interested in.

With Google’s changing algorithms and the rabbit hole that is ‘SEO’, website optimisation can be a difficult, and sometimes infuriating, topic for business owners.

The Crazy Egg blog makes everything simple, breaking down difficult topics and giving clear ‘how to’ instructions for readers. A great place to start is ‘5 Reasons you shouldn’t be scared to try A/B Testing.’

5. Moz

Moz is an SEO software. Through their blog, they have created one of the biggest online communities for SEO experts and novices alike.

The Moz blog features a lot of advice and research from top dogs in the industry to help readers improve their SEO and online marketing skills in general. Some of the topics featured are analytics, local SEO, and content marketing. A great place to start is their ‘Beginner’s guide to SEO’, as this will give you an idea of just how exhaustive their content is.

There’s a new article posted on the blog almost every day and also a popular video segment called ‘Whiteboard Friday’ where an SEO expert breaks down a complicated SEO concept.

6. Salesforce

Salesforce is a customer relationship management (CRM) software.

Their blog features a lot of motivational and encouraging content, such as ‘Real trailblazer stories to inspire you.’ But there is also a strong focus on practical advice that readers can start applying to their business with immediate effect, like ‘3 Ways to help your service agents become customer advocates.’

The blog is easy to navigate, with a ‘featured’ section and also an ‘editor’s pick’ across five categories: sales, marketing, customer service, IT, and small business. And, articles are always comprehensive and leave readers with great ‘takeaway’ points that they can apply to their own business.

7. Groove

Groove is a sales engagement software, and their popular blog covers everything from customer support to business growth.

The layout of the blog is very user-friendly, with clear headings for different categories and also an indication of how long it takes to read each article.

Most of the articles centre around customer support and product updates. A great place to start is ‘3 Bad customer service examples & 3 lessons for how to recover’ because it includes stories from experts and great tips.

Groove currently have over 150,000 people signed up to their mailing list to receive blog updates directly to their inbox.

8. Zendesk

Zendesk is a customer service software, like Help Scout. Also like Help Scout, their blog is a source for customer service tips and industry best practices.

Their articles are concise yet helpful, and cover everything from customer service trends, to customer service leadership. A great place to start is ‘Beyond the bottom line: Building a business on customer empathy’.

Each article is accompanied by unique illustrations that match the Zendesk style, giving the entire blog a uniformed feel.

9. Unbounce

Unbounce is a landing page software, but their blog goes beyond that, giving advice on everything from design trends to content marketing.

Unbounce articles are extremely in-depth. When they choose a topic to cover they really deep dive into it and exhaust all avenues - often seeking quotes from various industry experts. One of their most popular, recent articles is ‘Here’s how the illustration design trend caught fire and why every SaaS is rebranding.’


There's tons of great content out there and always an opportunity to learn something new. If you’re looking to find out more about how working with SumUp can also help your business, get in touch.

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Ashleigh Grady