Market Intelligence Tools Overview
Market intelligence tools (also called marketing intelligence software) helps businesses collect and aggregate needed information about companies and individuals in their marketplace. This can include:
- firmographic information
- financials and funding rounds
- competitive information and analysis
- geographic information
- search engine and search marketing trends
Marketing intelligence platforms pull publicly available data from multiple sources and provide organizations with a database for viewing the information. The third-party or in-house data sources market intelligence platforms pull from can include survey & forms building, web analytics, business intelligence, SEO tools, contact center software, survey & forms building, and sales enablement software. News outlets and press releases can be a source of market intelligence as well. Data from these sources often comes in separate reports, which marketing intelligence software combines into a single environment. Most market intelligence tools have the ability to sync with the user’s CRM and augment existing contact and account records with new information.
For businesses using marketing intelligence software, the main goal is to gain a better understanding of the overall market landscape and where they fit in it. For example, understanding what competitors are doing differently, how search behavior has changed or is evolving, and seeing where growth potential lies.
Top Rated Market Intelligence Products
These products won a Top Rated award for having excellent customer satisfaction ratings. The list is based purely on reviews; there is no paid placement, and analyst opinions do not influence the rankings. Read more about the Top Rated criteria.
Market Intelligence ToolsTrustMap
TrustMaps are two-dimensional charts that compare products based on trScore and research frequency by prospective buyers. Products must have 10 or more ratings to appear on this TrustMap.
Market Intelligence Products
(1-25 of 210) Sorted by Most Reviews
The list of products below is based purely on reviews (sorted from most to least). There is no paid placement and analyst opinions do not influence their rankings. Here is our Promise to Buyers to ensure information on our site is reliable, useful, and worthy of your trust.
ZoomInfo SalesOS provides detailed profiles for millions of business professionals and businesses.
Key Features
Advanced search
(
567
)
87%
8.7
Company information
(
561
)
83%
8.3
Contact information
(
565
)
81%
8.1
Semrush is a relatively popular search engine optimization tool set from the company of the same name based in Pennsylvania and founded in 2008. Largely the platforms relies on competitive intelligence, and features SEO staples like backlink checking, keyword analysis to refine SEO…
Key Features
Keyword analysis
(
148
)
93%
(Video) Top 5 Business Intelligence Tools (Best BI Tools in 2022) | Gartner Magic Quadrant | Techwave9.3
Competitive analysis
(
144
)
89%
8.9
SERP ranking tracking
(
144
)
89%
8.9
Top Rated
B2B sales has changed for good. The stakes are higher, the competition fiercer. Hunch-based selling just won’t cut it. Buyers expect sellers to be informed and add value at the right time, in the right way. Anything else is just noise. In response, Demandbase Sales Intelligence Cloud…
Key Features
Company information
(
92
)
88%
8.8
Company/business profiles
(
90
)
84%
8.4
Contact information
(
90
)
82%
8.2
NetBase Quid is a consumer and market intelligence platform, delivering contextual insights to reveal business trends, connect with consumers, and understand the story behind competitors and the market. The platform uses advanced artificial intelligence to process billions of indexed…
Capabilities of the former DiscoverOrg product are now supplied by ZoomInfo, since the merger of DiscoverOrg and ZoomInfo into a single brand in 2019.
Key Features
Advanced search
(
104
)
86%
8.6
Load time/data access
(
103
)
85%
8.5
List quality
(
104
)
76%
7.6
AlphaSense is a market intelligence platform used by companies and financial institutions. Since 2011, their AI-based technology has helped professionals make business decisions by delivering insights from public and private content—including company filings, event transcripts, news,…
Meltwater Media Intelligence platform is a set of public relations software tools for media monitoring, social media monitoring, and collecting brand insights. The four areas of functionality are Monitor, Analyze, Distribute, and Engage. (Note that this product combines features…
Avention delivers sales intelligence data for millions of companies globally.
Key Features
Company information
(
58
)
82%
8.2
Industry information
See AlsoMarket Intelligence: Definition, Methods, Types and Examples | QuestionProA Market Intelligence PrimerWhat Is Competitor Analysis | How to Do Competitive Research | Mailchimp6 Ways to Gain Competitive Advantage(
59
)
82%
8.2
List quality
(
57
)
78%
7.8
Lead411 is a sales intelligence solution that provides provides news-driven sales leads, IT intelligence and unlimited company contacts within a simple UI. Key differentiators are unlimited downloads, fresh daily leads based on territory, and a no commitment monthly offer.
Key Features
Industry information
(
43
)
97%
9.7
Company information
(
43
)
93%
9.3
Contact information
(
43
)
91%
(Video) 10 Free Market Research Tools you should be using in 20229.1
Sprinklr Modern Research enables organizations to make decisions based on proactive, AI-powered research covering Sprinklr's set of customer experience data across 30+ social channels, millions of blogs, forums & media publications on a single Unified-CXM platform purpose-built…
TapClicks is a leading marketing technology company for agencies, media companies, brands, and enterprises. Its integrated Marketing Operations Platform includes workflow and order management, analytics, and automated reporting -- all within a single intuitive user interface available…
SimilarWeb PRO is a marketing intelligence platform from UK company SimilarWeb.
According to the vendor, marketers report on their results for two reasons: to prove their value, and to improve their results. Additionally, the vendor says TrackMaven is the only marketing analytics platform that gives marketers the ability to do both across all of their digital…
Talkwalker is a social media search, monitoring and analytics tool. It delivers insights on any given search term and metrics on owned and earned media performance. Talkwalker offers flexible dashboards, APIs and reports featuring comprehensive filters and actionable social media…
Cronycle, from the company of the same name in London, is a SaaS application that provides an end-to-end collaborative information workflow for content curation, monitoring, organization, and publishing, for knowledge workers.
Capital IQ is a market intelligence software solution offered by S&P Global Market Intelligence, which is the result of McGraw Hill Financial's acquisition of SNL Financial.
D&B Connect is an AI-driven Data Management Platform based on the D&B Cloud that provides businesses with customer data and market insights. With D&B connect, users can collaborate on data management tasks, visualize, monitor, and benchmark data, as well as assess overall…
Key Features
Data Analysis Dashboard
(
6
)
(Video) 7 Powerful Market Research Tools You Should Use Right Now!78%
7.8
Collection of first-party data
(
6
)
74%
7.4
Tag Management
(
6
)
72%
7.2
Contify is an AI-Enabled Market and Competitive Intelligence Platform to track information on competitors, customers, and industry segments. It enables users to collect, curate, and share information across the organization. Information is mined by searching and analyzing information…
Datorama, a Salesforce Company offers AI-powered marketing intelligence designed to help the user make smarter decisions by connecting and acting on marketing data and KPIs.
Factiva from Dow Jones is a data service that helps companies identify opportunities, accelerate decisions and manage a business's reputation, that includes global news and data accessible via the Dow Jones' research platform, on mobile devices or integrated via advanced feeds and…
AdClarity is a SaaS solution for competitive marketing intelligence. With AdClarity, you can explore any site, brand, mediator, and even campaign, and get a complete perspective of its online activity.
Comscore offers marketing intelligence platform Ad Metrix to complement their digital marketing analytics offerings.
Kantar Marketplace (formerly Lightspeed Research) is a market research specialist offering survey engagement software and global panel management, data on-demand, and market insights.
Lucidya is a social media intelligence platform powered AI & big data that reveals key consumers' insights in real-time. To give brands insight, Lucidya monitors conversations from over 200 million websites, blogs, and forums. Combined with Lucidya’s advanced filtering features,…
Learn More About Market Intelligence Tools
What are Market Intelligence Tools?
Market intelligence tools (also called marketing intelligence software) helps businesses collect and aggregate needed information about companies and individuals in their marketplace. This can include:
- firmographic information
- financials and funding rounds
- competitive information and analysis
- geographic information
- search engine and search marketing trends
Marketing intelligence platforms pull publicly available data from multiple sources and provide organizations with a database for viewing the information. The third-party or in-house data sources market intelligence platforms pull from can include survey & forms building, web analytics, business intelligence, SEO tools, contact center software, survey & forms building, and sales enablement software. News outlets and press releases can be a source of market intelligence as well. Data from these sources often comes in separate reports, which marketing intelligence software combines into a single environment. Most market intelligence tools have the ability to sync with the user’s CRM and augment existing contact and account records with new information.
For businesses using marketing intelligence software, the main goal is to gain a better understanding of the overall market landscape and where they fit in it. For example, understanding what competitors are doing differently, how search behavior has changed or is evolving, and seeing where growth potential lies.
Market Intelligence Tools Features
Most market intelligence platforms act as information aggregators and a database for companies to view, download, and sometimes analyze different types of intelligence. The different types of information collected by these tools include:
- Search intelligence
- Market trend intelligence
- Contact & account intelligence
- Competitor intelligence
- Product feedback and intelligence
- Customer consumer experience intelligence
Certain market intelligence tools will focus on one of the areas above, while others provide information on multiple types of intelligence. For example, SEMrush is an organic search engine and search marketing intelligence tool. On the other hand, Zoominfo specialized in providing B2B business intelligence in the form of firmographic information, contact information org charts, geographic information, and business news.
Market Intelligence Tools Comparison
Before investing in a market intelligence tool, or set of tools, consider the following key points:
- Goal: What are you trying to achieve with the tool? Are you looking to identify emerging market trends and monitor search behavior? Or are you looking for a database to help augment your CRM contact records and potentially add new contact records? Different tools specialize in different types of market intelligence. Make sure you match the type of tool you’re considering to your ultimate goals for using the platform.
- Data hygiene: Consider how regularly you need the data in the platform to be refreshed and updated. Especially for more traditional market intelligence platforms that provide contact-level and firmographic information, having clean and accurate data is essential. traditional marketing intelligence software tools refresh their data more often than others. In comparison, SEO and SEM intelligence tools often report on search data either in real-time or with a small lag.
Pricing Information
Pricing for market intelligence tools can vary widely, depending on a number of factors. For example, traditional database market intelligence tools typically have a different price range than SEO and SEM intelligence tools. The cost can also vary by the number of users, the number of features, and the volume of data included.
Most vendors that offer market intelligence databases don’t publicly disclose pricing information on their website. Interested buyers can request a quote directly from the vendor. SEO and SEM intelligence tools tend to start around $100 per month for basic plans and can increase to $500+ per month for more advanced plans that allow multiple users.
Market Intelligence Best Of Awards
The following Market Intelligence offer award-winning customer relationships, feature sets, and value for price. Learn more about our Summer Best Of Awards methodology here.
- Competitive Intelligence Tools
- Conversation Intelligence Software
- Customer Data Platforms (CDP)
- Data-as-a-Service (DaaS)
- Knowledge Management Systems
- Marketing Analytics Tools
- Predictive Sales Analytics Tools
- Pricing Optimization Software
- Product Management Software
- Public Relations (PR) Software Tools
- Sales Intelligence Software
- Search Engine Marketing (SEM) Tools
- SEO Software
- Audience Intelligence Software
- Market Research Services
- Customer Marketing Software
- App Store Optimization (ASO) Tools
- Government Contracting Software
- Brand Intelligence Software
- Location Intelligence Software
- Marketing OS Systems
Frequently Asked Questions
- What do market intelligence tools do?
- What are the benefits of using market intelligence tools?
- What is the best marketing intelligence software?
- How much does market intelligence software cost?
What do market intelligence tools do?
Marketing intelligence tools allow businesses to get a better understanding of their marketplace, how their competitors are performing, what emerging trends are, and how their customers’ and prospects’ search behavior is changing. Most of these tools collect data from multiple data sources and aggregate them into a centralized database.
However, some tools focus on a specific type of market intelligence, such as SEO and SEM intelligence.
What are the benefits of using market intelligence tools?
Market intelligence platforms help businesses gain a clearer understanding of their marketplace. The information and data analysis provided by the tool can then help companies plan their go-to-market (GTM) strategy, uncover their total-addressable-market (TAM), make strategic business decisions, and guide a brand’s competitive strategy.
What is the best marketing intelligence software?
According to end-user feedback on TrustRadius, the top-rated market intelligence tools are:
On TrustRadius, people looking for a new market intelligence platform frequently compare these two tools with alternative products like D&B Hoovers, DiscoverOrg, Crunchbase, Lead411, and UpLead.
How much does market intelligence software cost?
Generally speaking, pricing for different types of market intelligence platforms can vary based on several factors. These include:
- The number of users
- The number of features
- The type of tool
Most vendors that provide traditional market intelligence tools don’t display pricing on their website, though interested buyers can request a quote from the vendor. SEM and SEO intelligence tools tend to start at about $100 per month and can increase up to multiple hundreds of dollars per month for more advanced plans.
FAQs
What are some of the best sources of market intelligence? ›
- Your competitors' websites.
- Social media.
- Your customers.
- Your competitors' customers.
- Your competitors' employees.
- Your colleagues.
- Earned media.
- Your competitors' content channels.
The four cornerstones of Market Intelligence are Competitor Intelligence, Product Intelligence, Market Understanding, and Customer Understanding.
What are market intelligence tools? ›Competitive and market intelligence tools allow organizations to track, collect, store, analyze, and disseminate information and insights about competitors, markets, and customers collected from internal and external sources, including but not limited to social media, websites, product information, and financial ...
What are tools used for competitive intelligence? ›Competitive Intelligence Tools do this by offering services such as: Competitor product pricing research. Competitor social media strategy research. Competitor product positioning.
What are 3 examples of market intelligence? ›There are many cases where marketing intelligence is used. Some common examples are product design, market segmentation, customer lifetime value, and campaign optimization. For instance, customer lifetime value is an important metric for understanding the return on investment for marketing campaigns.
What are the 3 sources of marketing intelligence? ›Product test: It is used as a resource by receiving feedback from first users of the products. Customers: Existing and potential customers can provide information on their needs, concerns and issues. Competitors: Competitors themselves are an important source of intelligence.
What are the seven 7 elements of market? ›Since then, the theory has been expanded into the 7 P's of marketing. Which are: Product, Price, Promotion, Place, People, Packaging, and Process.
How do you gather market intelligence? ›Market intelligence is used to learn about the existing market, customers, problems, competition, and growth potential. Businesses can gather this information through internal and external sources such as sales logs, surveys, social media, news websites, manufacturers, clients, or distributors.
What are the 3 major market forces? ›Three major forces – technological, socioeconomic and geopolitical – are altering everything we know about marketing, says Maryland Smith's Roland Rust.
What are the 5 sources of market power? ›A – The top five sources of MP are the number of market competitors, continual product demand, market entry or exit barriers, product differentiation, and governmental regulations.
What are the major sources of market information? ›
- Trade associations.
- Travel bureaus.
- Trade journals and periodicals.
- Other periodicals.
- Internet.
- University sources.
- Government sources.
- Syndicated services.
- Product research.
- Distribution research.
- Advertising and promotion research.
- Sales research, covering methods and policies.
There are four major factors that cause both long-term trends and short-term fluctuations. These factors are government, international transactions, speculation and expectation, and supply and demand.