Hello friends it is not like that you can not do anything with the free SEO tools.
This is a great question and one that we get asked a lot.
The truth is, you can do quite a bit of SEO using only free tools.
However, there are certain things that you will need to pay for to get the most out of your efforts.
I share with you a free tool that shows accurate results and metrics as Semrush or Ahrefs does.
The name of the tool is HSupertool.
You will find the keyword, backlink analyzer, and many more.
As you mentioned, you are a midsize B2B company, and it could be better to help you out if you find out some keyword opportunity.
The central part is that you have to work and write content on that keyword, and the content should be keyword optimized and seo friendly.
If you can do that, you do not have to spend much on keyword tools but focus on creating content.
So you should do the following:
Find the right keyword using the tool I mentioned
Find a relevant long tail keyword that is similar to the keyword you will get
Do some research on related topics using Google search
Write great keyword-optimized content.
Publish a few posts on your business-related keyword, and you should also link to your products if you have any from that content.
Hope my answer will help you.
If you have any questions, you can ask.
Thanks,
AmiyaNandy