Business today is highly competitive, so it’s essential to understand every aspect of your market. Who are your main rivals, and what are they up to? You need to be fully informed to gain one step ahead and become a leader in your sector.
In fact, proper data analytics (including marketing intelligence data) can help leaders make decisions 5X faster than when left to their own devices.
The good news is that there are now many SaaS software tools to help you uncover this information. In this article, I’ll review the top marketing intelligence software to help you find the tool that’s right for you. I’ll show you what’s great about each tool and summarize the key features they offer.
What do I look for when I select the best sales intelligence software? Here’s a summary of my evaluation criteria:
- User Interface (UI): I look for a user interface that busy executives can get to grips with easily.
- Usability: I’m seeking a marketing analytics tool that helps managers get the granular detail they need with just a few clicks.
- Integrations: I expect market intelligence software suites to integrate natively with popular business software platforms.
- Value for $: I look for software that allows even small businesses to get the marketing data they need at an affordable per-user cost.
Marketing Intelligence Software Key Features
Here are the key features I expect to find in good marketing intelligence software:
- Competitive Analysis: Market research into competitor activity, giving insights into what’s working for them.
- Benchmarking: Allowing you to compare your business with your immediate rivals to get a better understanding of your competitive positioning.
- Data visualization: Displaying data in a format that makes it easy to understand
- Campaign management: The ability to create and manage projects designed to improve your performance.
- Charting: Options to represent data in many different ways according to the needs of your business.
- API: A programming interface that allows developers to leverage market intelligence.
- Notifications: Instant notifications when competitors make significant changes to their business.
- Conversion rate optimization: Suggestions for improving your business to compete more effectively.
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Overviews Of The 10 Best Marketing Intelligence Software Solutions
Here’s a brief description of each marketing intelligence software to showcase each tool’s best use case, some noteworthy features, and screenshots to give a snapshot of the user interface.
Salesforce CRM is an enterprise-level marketing intelligence software that helps companies manage customer relationships at all stages of the sales and customer journey. It makes it easy for businesses to use data to make more informed decisions about their marketing strategies.
The software provides customer segmentation, contact management, lead tracking, sales automation, analytics, and reporting features. Marketers can track and analyze customer data to gain insights into buying habits and preferences. Its dashboards enable users to quickly create and visualize their sales data in real-time, empowering them to gain insights into customer trends, buying habits, and opportunities for improvement. The drag-and-drop interface allows easy dashboard customization with metrics and KPIs relevant to their business needs.
The software offers predictive analytics capabilities that help businesses forecast future trends and behaviors. For example, users can track which products are performing well in different markets, identify trends in buying behavior across different demographics or regions, and gain a more accurate understanding of what drives conversions in each segment. All this data helps marketers craft targeted messages that are more likely to result in successful sales outcomes.
Salesforce CRM also offers social media integrations, which help businesses stay connected with their customers on popular platforms such as Facebook, Twitter, LinkedIn, and Instagram. This allows users to easily monitor conversations about their brand across multiple channels and respond quickly to questions or complaints. Businesses can also track metrics like engagement rate and sentiment score to understand better how their audience feels about their products or services.
Adverity is a business intelligence solution that helps you connect and manage all your data sources from a single platform. Key features include standardized spreadsheet and database integration, a data quality monitoring system, and a calculation and transformation engine.
The software can be deployed in the cloud or on-premise. The software collects data via email or directly from databases, REST, FTP, web services, feeds, or internal applications. The data provisioning capabilities allow you to ship data to multiple destinations, including Google Data Studio, PowerBI, and Tableau.
You can also use predictive insights to optimize the performance of future campaigns. This tool integrates with popular marketing platforms such as Facebook, Oracle, Google Drive, and YouTube.
Adverity costs from $1500/user/month. A free plan with limited features is also available.
Similarweb is a cloud-based web traffic analysis platform that tracks the online activity of customers, prospects, and competitors. Core features include custom dashboards, marketing performance metrics, data export, and marketing analytics.
With the help of Similarweb, marketing teams can optimize budget, uncover new keywords, and search for referral opportunities. The software can monitor shoppers’ browsing and buying patterns, configure search strategies, or track a brand’s performance. Sales execs can identify prospects’ issues and find new opportunities.
Management can forecast long-term trends of company performance. This tool integrates with third-party platforms such as Salesforce.
Similarweb offers customized pricing on request. A free plan with limited features is also available.
Crayon is a competitive intelligence platform any marketer can use to get a winning edge. Using this tool, you can track your rivals with over 100 data types across millions of sources.
You can also benefit from advanced machine learning that filters out noise and focuses on the competitive signals important to you. Crayon allows you to track your rivals’ complete digital footprints, both online and offline.
From news mentions and social media discussions to employee reviews and SEC filings, Crayon keeps you in the picture. It automatically captures and categorizes insights, equipping you with curated deliverables to stay one step ahead.
This analytics tool integrates with many major business platforms, including HubSpot, Salesforce, Slack, and Gong.
Crayon offers customized pricing on request.
Adthena uses machine learning to help you dominate your competitive landscape. It gives you strategic insights into how your search campaigns are performing, so you can identify market gaps and seize new opportunities.
The brand protection features help you safeguard your most valuable asset by monitoring brand infringements. You can also benchmark campaigns and forecast future performance.
Adthena also helps you take on new markets and win. The software scopes the landscape and highlights opportunities with high potential ROI.
Adthena offers customized pricing on request.
AppMagic gives mobile app developers insights into the potential for their products. Over 100,000 titles are tagged by genre, setting, and art style, so you can analyze any market segment in seconds.
Based on mobile app stores’ recommendation systems, the Similarity Graph pins down all copycats or similar titles in seconds. You can learn how other publishers budget their ads and which countries and ad networks they target.
The software helps you study app and publisher metrics and use charts to recognize growth and investment opportunities.
Armed with this information, you can tap into emerging segments early on.
AppMagic costs from $380/user/month.
Klue is a competitive enablement platform that delivers actionable insights and content. The software makes it easy to collect, curate, and deliver intel by email, web, mobile, or Salesforce. Klue collects data from millions of sources, using artificial intelligence to surface the most relevant competitive intelligence.
You can share real-time data with your sales team through battle cards or newsletters. To fully understand ROI, you can measure revenue impact, battle card consumption, and competitive win rates.
It’s also simple to update sales battle cards dynamically, publishing once and delivering everywhere simultaneously. The software also tracks competitors through website monitoring, keyword insights, content tracking, and news monitoring.
Klue integrates with popular tools such as Salesforce, Gong, and Slack. Klue offers customized pricing on request.
NetBase Quid is a competitive intelligence tool focused on brand health monitoring, social media monitoring, and campaign performance measurement. The software monitors social media posts to capture what people are saying about individual brands.
Using natural language processing, it reveals customer sentiments such as attitude, willingness to purchase, and needs. The dashboard displays data in the form of graphs, charts, and heatmaps.
Users can customize reports and deliver them to assigned email accounts. Another feature, Live Pulse, helps users spot emerging trends and find the most shared images. It’s also easy to find the most engaging posts and trending influencers.
Thanks to a pre-built Zapier integrator, NetBase Quid integrates with thousands of business software platforms.
The company offers customized pricing on request.
6sense is a customer engagement platform that offers insights to B2B organizations. The data analytics software offers AI-driven capabilities, including a propriety intent network, predictive analytics, contact and account scoring, omnichannel integration, and value metrics.
Using 6sense, you can obtain actionable insight information for millions of B2B web domains and billions of events. 6sense identifies buying behavior across industries, making it easy to prioritize accounts and sales opportunities.
The software also provides your marketing team with next steps and suggested actions. This tool integrates with Salesforce Sales Cloud, Hubspot, Marketo, and Google Analytics.
6sense offers customized pricing on request.
Zappi aims to test assumptions and amplify your creative effectiveness using actionable data. The platform allows you to iterate creatives, then test them on real people to find the best customer experience. You can build surveys, add custom questions and preview instantly.
You can choose from pre-configured audiences for selected industry verticals or create custom audiences. All panel providers are ESOMAR and ISO certified. Other quality features include deduplication, GeoIP, fingerprinting, and verbatim analysis.
Zappi offers customized pricing on request.
The 10 Best Marketing Intelligence Software Solutions Summary
14-day free trial
|From $25/user/month (billed annually)||Visit Website|
|From $2000/business||Visit Website|
|From $380/user/month||Visit Website|
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Here are a few more that didn’t make the top list.
- Salesforce Datorama - Single source of truth for marketing
- Marketing Miner - SEO insights for data-driven marketers
- Sponsorship Intelligence - Best for sponsorship intelligence
- Marketing 360 - Best choice for small businesses
- Anatics - Best for data transformation
- Growth Channel - Sales intelligence for digital marketing campaigns
- Feathr - Tools for growing and converting your audience
- GroupHigh - Best for influencer and blogger intelligence
- Pyze Growth Intelligence - Best for identifying inefficiencies and bottlenecks
- ProFundCom - Marketing automation for investment firms
What Do Marketing Intelligence Tools Do?
Marketing intelligence tools provide detailed, granular insights into a particular market. They show how rival companies are performing and what trends are emerging in the marketplace.
These software tools operate by gathering data from multiple data sources. These are then compiled into a centralized database in aggregate form. The software provides users with tools to analyze this data to better understand their competitive positioning.
What Are The Benefits Of Using Marketing Intelligence Tools?
Did you know that less than 1/3 of ecommerce businesses can identify over 21% of visitors on their website? That is critical customer information going to waste!
Marketing intelligence tools offer many benefits in terms of understanding opportunities and threats in a marketplace. They help companies understand their total addressable market and the major players in the sector.
Some tools give insights into a narrow marketing niche, such as search engine optimization or paid advertising. Armed with this information, companies can plan to increase their market share and grow profits.
What Do You Think About This List?
If you found this article helpful, you may also want to check out other marketing software articles. In particular, I suggest you take a moment to read out blog posts on marketing planning software and MRM software tools.
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