- 1. Salesforce CRM — Best for customer relationship management
- 2. SimilarWeb — Best for website analytics
- 3. Adverity — Best for monitoring multiple MarTech channels
- 4. 6sense — Best for B2B marketing
- 5. AppMagic — Best for a mobile market intelligence
- 6. Adthena — Best for PPC camapaigns
- 7. Stackline — Best for analyzing retail trends
- 8. Klue — Best range of visualization types
- 9. NetBase Quid — Best for reputation management
- 10. Crayon Intel — Best for competitor intelligence
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. The good news is that there are now many marketing intelligence 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 Is Marketing Intelligence Software?
Marketing intelligence software refers to a technology solution designed to gather, analyze, and interpret vast amounts of data from various sources to provide valuable insights and actionable information for marketing purposes. It utilizes advanced algorithms and data analytics techniques to track consumer behavior, market trends, competitor activities, and other relevant factors, helping businesses make informed decisions, optimize marketing strategies, identify opportunities, and mitigate risks.
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.
Why I Picked Salesforce CRM: Salesforce CRM 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.
Salesforce CRM 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 Standout Features & Integrations
Key features include the ability to automate routine tasks related to mobile marketing, such as sending follow-up emails or creating personalized notifications depending on customer behavior or preferences. This helps eliminate manual labor in executing campaigns while allowing users to drive engagement. Salesforce CRM also has unmatched client relationship building systems, which makes it great for funneling marketing efforts right into your sales team's contact list for personalized attention.
Integrations include Facebook, Twitter, LinkedIn, Instagram, Mailchimp, Constant Contact, Google Workspace, Slack, Quickbooks, MailChimp, LinkedIn, Docusign, JIRA, HelloSign, Code Science, Active Campaign, and Dropbox. You can also access numerous additional integrations through the Salesforce AppExchange as well.
- Comprehensive range of features
- Strong integration capabilities
- AI-driven marketing analytics
- Steep learning curve
- SMBs may feel priced out
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.
Why I Picked Similarweb: Similarweb excels in competitor intelligence and marketing intelligence by providing robust insights into competitors' online presence and performance. It offers a comprehensive suite of tools that enable users to analyze competitors' website traffic, audience demographics, keyword strategies, referral sources, and digital marketing campaigns. Similarweb's advanced algorithms and vast data sources allow for accurate benchmarking and comparison against competitors, providing valuable insights into market trends, customer behavior, and competitive positioning.
Similarweb Standout Features & Integrations
Key features include its Traffic Share feature provides an estimate of the percentage of traffic that each website receives within a specific industry or market. This data is derived from a vast array of sources, including web panels, ISPs, and mobile apps, making it a valuable tool for benchmarking against competitors and understanding market share dynamics. Similarweb also offers a comprehensive set of digital marketing insights, including detailed information on competitors' advertising strategies, display ads, and search engine marketing activities.
Integrations include Salesforce and Hubspot.
- Comprehensive website analytics
- Detailed competitor intelligence
- Very easy to use
- Few native integrations
- Complex pricing/plans schema
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.
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.
Why I Picked 6sense: 6sense excels in marketing intelligence, particularly in the realm of B2B marketing, by providing a powerful platform that leverages AI and predictive analytics to deliver actionable insights and drive effective marketing strategies. With 6sense, businesses gain a deep understanding of their target accounts and buyers' intent signals, enabling them to identify and prioritize high-quality leads, personalize messaging, and align marketing and sales efforts. The platform's ability to track anonymous buyer behavior across multiple channels and touchpoints empowers B2B marketers to deliver the right message at the right time, driving engagement and conversions.
6sense Standout Features & Integrations
Key features include its patented Intent Data Engine enables businesses to capture and analyze anonymous buyer intent signals, allowing marketers to understand the real-time interests and needs of potential customers. Secondly, 6sense offers an advanced Predictive Analytics capability that uses AI and machine learning algorithms to predict the buying likelihood and timing of potential customers.
Integrations include Salesforce Sales Cloud, Hubspot, Marketo, and Google Analytics.
- Advanced buyer intent data
- Account-based marketing focus
- Predictive analytics & AI
- Complexity for small businesses
- Integration limitations
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.
Why I Picked AppMagic: AppMagic excels in marketing intelligence, particularly in the realm of mobile app marketing, by providing a comprehensive platform for analyzing and optimizing app performance. With AppMagic, users can access detailed insights into key metrics such as downloads, revenue, user ratings, and user engagement for their own mobile apps as well as those of competitors. The platform offers robust features like app store optimization (ASO) analysis, keyword tracking, and user sentiment analysis, enabling businesses to optimize their app visibility, target relevant keywords, and understand user sentiment.
AppMagic Standout features & Integrations
Key features include their competitor intelligence tools, which provides in-depth insights into the performance and strategies of competitors' mobile apps. Users can analyze competitor app metrics, user reviews, rankings, and feature updates. Secondly, AppMagic offers Advanced ASO (App Store Optimization) capabilities, enabling users to optimize their app's visibility and discoverability in app stores.
Integrations are not listed on their site.
- Competitors tagged by genre, setting, and art style
- Track emerging hits & publishing trends
- Insights into competitor budget spend
- Convoluted, complex pricing schema
- For mobile app marketing only
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.
Why I Picked Adthena: Adthena excels in marketing intelligence, particularly in the realm of pay-per-click (PPC) campaign spend, by providing robust capabilities to analyze and optimize advertising expenditure. With Adthena, businesses can gain deep insights into their competitors' PPC strategies, including keyword usage, ad copy variations, and bidding strategies. This allows users to benchmark their PPC campaign performance, identify areas for improvement, and optimize their spending to achieve better ROI. Adthena's advanced AI-driven algorithms analyze vast amounts of data, enabling businesses to make data-driven decisions to allocate their PPC budget effectively.
Adthena Standout Features & Integrations
Key features include its AI-driven Whole Market View feature provides comprehensive visibility into competitors' PPC campaigns, including their entire keyword portfolio and ad copy variations. Secondly, Adthena's Click Share metric provides valuable insights into the share of available clicks that competitors are capturing in the market.
Integrations include Outreach, Mutiny, Drift, Salesloft, Hubspot, Marketo, Microsoft Dynamics 365, Salesofrce, Trendemo, and dozens more with a focus on CRM, BI, and content marketing.
- Insights into competitors' PPC campaigns
- AI-driven approach to BI
- Click share metrics on keywords
- No free trial listed
- Learning curve if using every feature
Stackline is an ecommerce intelligence tool that gathers data from over 300 billion consumer searches. By analyzing and taking action on this data, you can sell more products in online marketplaces, through social media, and direct to consumers. The software helps you create, execute and analyze campaigns on platforms such as Amazon and Walmart.
Why I Picked Stackline: Stackline excels in marketing intelligence, particularly in the realm of retail and shopper data, by providing a comprehensive platform for analyzing and understanding consumer behavior and retail performance. With Stackline, users can access a wide range of retail data, including sales trends, pricing dynamics, market share, and product performance. The platform offers powerful analytics and visualization tools that enable businesses to identify market opportunities, optimize pricing strategies, track competitive performance, and make data-driven decisions to drive growth.
Stackline Standout Features & Integrations
Key features include its Retail Intelligence feature provides access to a vast array of retail data, including sales performance, market share, pricing dynamics, and product trends. Secondly, Stackline offers a proprietary metric called Velocity, which measures a product's performance relative to its competitors within specific retail categories. This unique metric allows businesses to understand the relative popularity and momentum of their products, helping them prioritize marketing efforts and optimize their product portfolio.
Integrations include Amazon, BestBuy, Costco Wholesale, and Facebook.
- Wealth of retail data
- Robust analytics & visualization tools
- Identify popular and trending products
- Integration limitations
- Limited reports customizability
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 CRMs like Salesforce. Klue collects data from millions of sources, using artificial intelligence to surface the most relevant competitive intelligence.
Why I Picked Klue: Klue excels as a marketing intelligence platform, particularly due to its extensive range of data visualizations and collaboration tools. The platform offers a diverse set of data visualization options, allowing businesses to effectively analyze and interpret complex marketing data. Klue's visualizations enable users to gain valuable insights quickly and make informed decisions based on clear, concise representations of data. Additionally, Klue provides robust collaboration tools that facilitate seamless communication and knowledge sharing among team members, promoting collaboration and alignment across departments.
Klue Standout Features & Integrations
Key features include that 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.
Integrations include Salesforce, Gong, and Slack.
- Great customer support
- Creative & shareable content types
- Tons of automation tools
- Time consuming implimentation
- Content formatting limitations
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.
Why I Picked NetBase Quid: Using natural language processing, NetBase Quid reveals customer sentiments such as attitude, willingness to purchase, and needs. The dashboard displays data in the form of graphs, charts, and heatmaps. You can also 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.
NetBase Quid Standout Features & Integrations
Key features include its advanced natural language processing (NLP) capabilities enable deep analysis of unstructured data, such as social media posts, customer reviews, and online discussions. This allows businesses to extract valuable insights from vast amounts of text data, uncovering sentiments, trends, and consumer opinions with high accuracy. Plus, NetBase Quid offers powerful image analysis capabilities, utilizing computer vision algorithms to analyze and interpret visual content shared on social media platforms. This unique feature enables businesses to gain insights from images.
Integrations are possible through Zapier, but this is a separate program that may incur additional costs. They offer one native integration with Hootsuite and API access for data flow connectors.
- AI-powered consumer & market intelligence
- Reputation management & social listening
- Unique image analysis capabilities
- Vague about plan & pricing options
- Few native integrations
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. From news mentions and social media discussions to employee reviews and SEC filings, Crayon automatically captures and categorizes insights.
Why I Picked Crayon: Crayon.com excels in competitor intelligence for marketing by providing a comprehensive platform that enables businesses to monitor and analyze their competitors' online presence and activities. With Crayon.com, users gain access to a wide range of competitor data, including website changes, pricing updates, product launches, content strategies, and digital marketing campaigns. The platform's powerful tracking and alert system keeps users informed of any changes or updates happening in real-time, allowing businesses to stay ahead of the competition. Crayon.com's intuitive interface, customizable dashboards, and advanced analytics features enable users to gain deep insights into their competitors' strategies and identify market trends.
Crayon Standout Features & Integrations
Key features include its comprehensive Competitive Intelligence platform provides access to a vast array of competitor data, including website changes, pricing information, product updates, and promotional strategies. This breadth of data coverage allows users to gain a holistic view of their competitors' activities. Crayon.co also offers a powerful Battlecards feature, which enables users to create and share competitive battlecards that provide concise and actionable information about competitors.
Integrations include FreshSales, HubSpot, Salesforce, Microsoft Teams, Slack, Yammer, ClickUp, Confluence, Freshworks, Guru, Highspot, Notion, Seismic, Sharepoint, Showpad, Welcome, Chorus, Gong, Azure, Google, Jumpcloud, Okta, OneLogin, and other options.
- 100 data types, millions of sources
- Unqiue avenues of competitor analysis
- Easy to learn and use
- Learning curve for advanced features
- No free trial
Best for customer relationship management
14-day free trial
|From $25/user/month (billed annually)||Visit Website|
Best for website analytics
Free plan available
Best for monitoring multiple MarTech channels
|From $2000/business||Visit Website|
Best for B2B marketing
|Pricing upon request||Visit Website|
Best for a mobile market intelligence
|$380/month (billed annually)||Visit Website|
Best for PPC camapaigns
|Pricing upon request||Visit Website|
Best for analyzing retail trends
|From $199/user/month||Visit Website|
Best range of visualization types
|Pricing upon request||Visit Website|
Best for reputation management
|Pricing upon request||Visit Website|
Best for competitor intelligence
|Pricing upon request||Visit Website|
Comparison Criteria for Marketing Intelligence Software
When evaluating and comparing marketing intelligence software, important factors include assessing features, analytics capabilities, ease of use, scalability, data security, pricing, customer support, and user feedback. Considering these aspects helps in making an informed comparison and selecting the right software for specific business needs. Here are the criteria that went into my decision making for this list.
While each tool may be different, a marketing intelligence software should cover these basics in order to be considered for inclusion on my list.
- Ability to collect marketing data from a variety of sources, like apps and websites, Google platforms, CRMs, email tools, landing pages, ad campaigns, and social media
- Ability to display marketing data on a comprehensive and customizable dashboard, where you control what data gets shown and compred and how it is visualized
Here are the key features I look for when selecting the best 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.
A usable software interface should be intuitive, streamlined, and designed with the user's workflow in mind. It should offer clear navigation, and concise labeling, and provide relevant visualizations and summaries that enable users to quickly grasp and interpret data. Marketing intelligence software should have robust search and filtering capabilities, allowing users to easily locate specific information or slice and dice data based on their requirements. On the other hand, an unusable software interface may suffer from cluttered screens, complex terminology, unintuitive menus, and limited customization options, making it challenging for users to extract the desired insights efficiently, resulting in wasted time and frustration.
Integrations allow marketers to consolidate data from various sources, eliminating silos and providing a comprehensive view of their marketing efforts. Important software types for marketing data integrations include customer relationship management (CRM) systems such as Salesforce or HubSpot, advertising platforms like Google Ads or Facebook Ads, web analytics tools like Google Analytics or Adobe Analytics, email marketing platforms such as Mailchimp or Constant Contact, social media management tools like Hootsuite or Sprout Social, and content management systems (CMS) like WordPress or Drupal. Integrating with these software systems enables marketers to track and analyze data across multiple channels, automate data workflows, and derive valuable insights for optimizing marketing strategies and campaigns.
Customizability is essential for marketing intelligence software as it allows users to tailor the software to their specific needs and preferences, enhancing its usability, relevance, and effectiveness. Customizability options enable users to personalize dashboards, reports, and data visualizations to focus on the metrics and insights most relevant to their business objectives. For instance, marketers can customize their dashboards to display real-time performance metrics, such as website traffic, conversion rates, or social media engagement, enabling them to monitor key metrics at a glance. Customizability also empowers users to create custom reports and templates that align with their specific reporting requirements, enabling them to present data in a format that is easily digestible and actionable for stakeholders.
What are the benefits of marketing intelligence software?
What are the 4 types of market intelligence?
How much does marketing intelligence software cost?
Proper data analytics (including marketing intelligence data) can help leaders make decisions 5X faster than when left to their own devices. 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. If you're not using one yet, you should be. And I hope you found this list useful in making that choice.