Top 10 Workflow Automation Software Solutions for Improved B2B Efficiency

B2B businesses today aren’t just battling competition — they’re wrestling with complexity. Managing layered sales processes, contract pricing, approvals, and customer expectations across multiple channels leaves little room for manual errors or inefficiencies.

That’s where workflow automation comes in — not just for internal processes, but across the entire B2B sales cycle: marketing campaigns, sales approvals, inventory allocation, order tracking, post-sale service, and more.

In this guide, we’ll look at the best workflow automation tools built for B2B needs, but not just the usual suspects. You’ll find a breakdown of key features, integration flexibility, user reviews, and which parts of the B2B sales cycle each solution strengthens.

What is Workflow Automation Software?

Workflow automation software helps B2B companies cut down on manual work by automating repetitive tasks, coordinating processes across teams, and removing common bottlenecks.

The right tools let businesses streamline operations, reduce errors, and free up resources for more strategic work — all through workflows that can be customized to match real-world needs.

As B2B operations grow more complex, with hybrid teams, higher data volumes, and more demanding customer interactions, automation isn’t a nice-to-have anymore. It’s how businesses stay fast, accurate, and scalable across every part of the buying journey.

How Workflow Automation Differs from Task Management

Task management tools assign and track individual tasks. Workflow automation tools go beyond, automating entire multi-step processes across departments without manual intervention.

For B2B companies with multi-layered sales cycles, approvals, or inventory processes, true workflow automation delivers better visibility, faster turnaround, and stronger accountability.

Challenges Without Workflow Automation

Without workflow automation, B2B teams often spend hours manually re-entering order data from emails or PDFs into ERP systems — a process that leads to pricing errors, missed SKUs, and costly back-and-forth with customers. Approvals for quotes or custom pricing get bottlenecked in inboxes, stretching sales cycles and delaying fulfillment, especially when multiple departments or regions are involved.

Disconnected systems make it harder to provide accurate updates, so customers end up calling support for order status or shipping details that should’ve been visible in a portal. Meanwhile, inside sales teams waste time on repetitive admin tasks instead of managing accounts, driving up operational costs and burning out employees doing work that should be automated.

Benefits of Automated Workflows

Automating workflows means companies can handle complex tasks faster, ensure compliance, and improve customer satisfaction, ultimately leading to better customer service. Workflow automation tools reduce manual tasks, human error, lower costs, and free up teams to focus on strategic activities.

• Increased operational efficiency
• Reduced repetitive tasks
• Enhanced customer satisfaction
• Better compliance and reporting
• Scalability across departments
• Accelerated time to market
• Improved employee morale by eliminating manual tasks

Best Workflow Automation Software for B2B

When we talk about workflow automation in B2B, it’s not just traditional process tools.

B2B companies need automation across the entire sales cycle, from marketing and sales to fulfillment and post-sale operations.

This list focuses on tools that automate critical workflows at every stage, helping businesses cut manual work, speed up processes, and stay in control as they scale.

1. OroCommerce

Focus: Sales, Ordering, Customer Onboarding, Fulfillment, Post-Sale Operations

OroCommerce is a purpose-built B2B eCommerce platform offering a powerful visual workflow engine. It automates complex processes like quote approvals, tiered pricing, RFQs, and customer-specific order flows without external tools.

Companies use OroCommerce to automatically route high-value quote requests to the right approvers, apply customer-specific pricing, and notify buyers — reducing delays and keeping complex deals moving.

• Key Features: Visual workflow engine, flexible quoting, tiered pricing, dynamic order flows
• Ease of Integration: Extensive support for ERP, CRM, and third-party tools
• User Reviews: Highly praised for B2B-specific flexibility and scalability

2. Salesforce Flow

Focus: Sales (Lead Qualification, Approvals)

Salesforce Flow delivers robust workflow automation software within Salesforce CRM. It is ideal for sales lead qualification, quoting approvals, and opportunity management.

Sales teams have leveraged Salesforce Flow to automate approval chains, reducing bottlenecks in deal closures.

• Key Features: Visual flow builder, AI-driven recommendations
• Ease of Integration: Seamless with Salesforce ecosystem
• User Reviews: Excellent for large, sales-driven organizations

3. Marketo Engage

Focus: Marketing (Campaign Triggers, Segmentation, Follow-ups)

Marketo Engage is a leading B2B marketing automation platform, built for companies managing complex sales cycles and account-based marketing strategies. B2B marketers use Marketo to design multi-stage nurture programs, trigger campaigns based on behavioral data, and align closely with sales teams to hand off leads at the right time.

For example, teams leverage Marketo’s deep segmentation and engagement scoring to prioritize leads and personalize follow-ups for different accounts or buying groups.

• Key Features: Lead and account-based scoring, advanced segmentation, multi-touch attribution, CRM integration
• Ease of Integration: Native integrations with Salesforce, Microsoft Dynamics, and third-party apps
• User Reviews: Highly rated by enterprise and mid-market B2B marketing teams for flexibility and depth

4. ServiceNow

Focus: Customer Onboarding and Account Setup

ServiceNow is widely used by B2B companies for automating customer onboarding and service workflows at scale. Unlike lighter tools, ServiceNow can handle complex multi-department onboarding processes, ensure SLA compliance, and trigger customized workflows based on customer type or contract terms.

For example, manufacturers and SaaS providers use ServiceNow to orchestrate everything from account creation to user access provisioning and first-purchase training — without manual workarounds.

• Key Features: Workflow engine, SLA management, case management, customer portals
• Ease of Integration: Strong out-of-the-box connectors for CRM, ERP, and service management systems
• User Reviews: Trusted by enterprise B2B organizations for complex onboarding and customer success workflows

5. Infios

Focus: Fulfillment (Inventory Allocation, Shipping Coordination, Status Updates)

Infios helps manufacturers, distributors, and logistics companies automate processes in B2B fulfillment. Businesses use Infios to automate stock allocation across multiple warehouses, sync shipping information in real-time, and give sales and customer service teams full visibility into order status — cutting down on delays, errors, and expensive last-minute workarounds.

• Key Features: Warehouse and inventory management, shipping automation, real-time order tracking, multi-location fulfillment
• Ease of Integration: Connects easily with ERP, eCommerce platforms, transportation management systems (TMS), and 3PLs
• User Reviews: Trusted by global B2B brands for handling complex fulfillment operations and making inventory and shipping coordination far less painful

6. Workato

Focus: Marketing & Sales (Cross-platform Campaigns, CRM Syncing)

Workato is a leading platform for integrating marketing campaigns and automating sales processes across multiple apps. For example, enterprises have used Workato to sync CRM and marketing platforms, ensuring real-time lead scoring and follow-up.

• Key Features: Advanced app integrations, AI-based workflows
• Ease of Integration: Extensive pre-built connectors
• User Reviews: Ideal for integration-heavy marketing environments

7. Nintex

Focus: Fulfillment (Inventory Management, Shipping Coordination)

Nintex’s strength lies in automating document management and shipment tracking, making it essential for fulfillment teams.

Retailers have saved significant time by automating inventory restocking requests through Nintex workflows.

• Key Features: RPA, document generation, process mapping
• Ease of Integration: Integrates with Office 365, Salesforce
• User Reviews: Trusted for document-centric workflows

8. OutSystems

Focus: Post-Sale Operations (Returns, Reorders, Customer Service)

OutSystems is an enterprise-grade low-code platform, used by B2B businesses to build and automate post-sale service portals, RMA flows, reorder systems, and customer account management tools.

Distributors and manufacturers often deploy OutSystems portals for customers to manage RMAs, track warranties, and initiate reorders with personalized pricing.

• Key Features: Low-code app development, API integrations, SLA and case management capabilities
• Ease of Integration: Full API-first platform; integrates easily with ERP, CRM, and fulfillment systems
• User Reviews: Strong reviews for flexibility, scalability, and fast deployment of complex B2B apps

9. Pega Systems

Focus: Sales & Customer Onboarding (Lead Management, Compliance Workflows)

Pega specializes in highly regulated industries, automating customer onboarding and lead management.

Financial institutions use Pega to comply with KYC (Know Your Customer) regulations while streamlining account opening workflows.

• Key Features: AI decisioning, intelligent automation
• Ease of Integration: Integrates with SAP, Oracle
• User Reviews: Perfect for enterprises with compliance needs

10. Smartsheet (Enterprise Plan)

Focus: Marketing & Fulfillment (Campaign Management, Order Tracking)

Smartsheet’s enterprise platform is trusted by B2B organizations to manage complex marketing campaigns, sales fulfillment coordination, and operational project management.

B2B companies use Smartsheet to coordinate campaign launches across marketing and sales teams, track fulfillment tasks, manage budgets, and provide real-time status updates to executives.

• Key Features: Project and task automation, reporting dashboards, resource management, integrations
• Ease of Integration: Native integrations with Salesforce, Microsoft 365, Google Workspace, and more
• User Reviews: Widely praised for flexibility, scalability, and cross-team visibility in complex B2B environments

How to Choose the Best Workflow Automation Tools

When selecting the best workflow automation software options, businesses should consider several factors critical to successfully manage workflows and implementation.

Evaluate Process Complexity

The more complex your workflows, the more sophisticated your automation tool should be. Tools like OroCommerce handle advanced B2B sales cycles with layered approvals.

Integration Requirements

Effective workflow automation tools should easily integrate with your CRM, ERP, and other critical systems to provide seamless data flows.

Pricing and Scalability

Ensure the software fits your current budget but also scales as your company grows.

User Interface and Experience

A user-friendly interface shortens the learning curve and encourages widespread adoption of automated workflows across departments.

Security and Compliance Features

Particularly for industries like healthcare and finance, choosing a tool with an intuitive interface for task assignment, strong security, and compliance capabilities is non-negotiable.

Emerging Trends in Workflow Automation for B2B

1. Self-service workflows are replacing traditional account management.

More B2B companies are automating customer self-service portals — not just for reordering, but for submitting RFQs, tracking orders, managing returns, and even updating contracts — cutting the workload on internal sales and service teams.

2. Dynamic workflow automation tied to real-time inventory and supply chain data.

Automation workflows aren’t static anymore. They’re pulling live inventory, shipping, and ERP data to automatically re-route orders, trigger customer alerts, or flag fulfillment issues — closing gaps between online ordering and physical delivery faster.

3. Micro-automation inside broader processes.

Instead of trying to automate massive, end-to-end workflows in one shot, B2B teams are focusing on micro-automations — automating smaller, high-friction steps like invoice validation, shipping label creation, or customer-specific discount approvals — where results are faster and adoption is easier.

Looking ahead, B2B workflow automation will only grow more connected and intelligent.

Rather than treating workflows as isolated task runners, companies are building full ecosystems where customer behavior, inventory shifts, and operational changes feed directly into real-time automation.

The future is about creating workflows that can adapt, learn, and ultimately free teams to focus on higher-value work while the system handles the heavy lifting underneath.