Marketing Intelligence Software Pricing in 2022

Neil Chandavarkar
Neil Chandavarkar
March 16, 2022
Marketing

Marketing Intelligence Software Pricing in 2022

Pricing is a key consideration for most software buyers. If you’re looking to improve business decisions with marketing intelligence, pricing plans can have an important impact on costs and on your ability to build successful marketing strategies, increase market share, and grow at scale. Marketing campaigns that track costs improperly can endanger your whole business.       

What TrustRadius Research Says

Pricing for Marketing Intelligence Software will vary depending on data sources, feature set, number of users, and payment structure. Software offering cloud-based lead generation or in-depth industry information will typically have a higher price range than tools focused on digital marketing, market research, or web analytics. Access to sophisticated competitive intelligence tools will also increase costs. While many vendors will provide detailed pricing plan information, others require buyers to contact them for customized pricing. 

Free trials and free versions are available, but you are unlikely to get most of the features you’re looking for. Paid versions typically range from around $75 to $500 per month, though customized enterprise plans will be more expensive.

 To give buyers a more complete picture of what to expect, we’ve put together a complete pricing breakdown for four top-rated Marketing Intelligence Software in 2022.     

ProductPricetrScoreProsCons
Semrush Annual Plan:

Pro: $100
Guru: $192
Business: $375 
Monthly Plan:
Pro: $120
Guru: $230
Business: $450

Custom Plan: 
By request

9/10

Value for price
Free trial and training demo
7-day guarantee

Very limited free version
Lead411Basic: $99 – $199 per month 

Pro:$900 – $1,800 per year

Enterprise quotes by request

9.6/10
Free trial
Rollover of unused credits
Fewer contacts on monthly plan
No chat support for Basic plan
No free version




ZoomInfo


Custom pricing provided upon request

8.3/10

Free version
Premium consulting and integration services

Pricing transparency




Demandbase 


Custom pricing provided upon request



9.2/10
Free trial
Training demo
No free version
Pricing transparency

Semrush

Semrush has won TrustRadius awards in 2022 for its features, relationships, and value for price. Best-known for SEO optimization and keyword research, its numerous research and competitor analysis features can also be leveraged to help companies develop an effective marketing intelligence strategy.  

A free version of Semrush is available, though keyword searches and access to analytics reports are limited to 10 per day, with reduced access to data and actionable insights. This can be useful for small businesses with fewer research needs but will become very limiting as an organization attempts to grow.  

For yearly billing on premium plans, prices start at $100 for Pro, increasing to $192 for Guru and $375 for Business. If users pay on a monthly basis, these prices rise to $120, $230, and $450, respectively. Free trials are available for all plans, and a free training session can also be scheduled. All paid plans come with a 7-day guarantee offering a full refund. Custom plans are available upon request. 

Semrush also offers paid feature add-ons for all plans. To increase the number of business listings, users can acquire Basic Location ($20) and Premium Location ($40). Semrush Trends costs $200 per month per user and provides enhanced competitor analysis covering traffic, strategies, and tactics.

ImpactHero is priced at $200 per month for each campaign, with an AI tool that analyzes your content at different points of the buyer journey. The Agency Growth Kit is priced at $100 per month and provides workflow automation for leads, client data, and high-value contracts.      

Lead411

Focused on sales and market intelligence, Lead411 provides marketing and sales teams with data feeds containing business and contact information. Usability, customer relationship, and data quality have been highly rated by reviewers. 

The Basic plan includes news on company intel, over 25 CRM and SaaS integrations, and direct phone numbers. With Pro, users gain access to chat support and an extra add-on. The yearly plans for both Basic and Pro allow for a significantly increased number of contacts (2,400 – 5,400) in comparison with the monthly plans (200 – 450).

Enterprise plans permit an unlimited number of contacts.  Other features unique to Enterprise include data append, technology stack data, international data, as well as growth intent triggers and suppression filters. While no free version is available, premium plans do allow rollovers of unused credits. The ideal plan for each business will depend on the number of required contacts, and reviewers have found the upgrading process to be easy to implement.    

If users pay by the month, the Basic plan will cost $99, rising to $199 for the Pro version. For yearly plans, prices range from $900 per year for Basic to $1,800 for Pro, which works out to $75 and $150 per month, respectively. Since the publicized pricing plans are designed for individual users, organizations should contact the vendor for Enterprise price quotes if their needs require multiple users simultaneously. Progressive discounts are offered for additional users. 

ZoomInfo

ZoomInfo is a marketing intelligence software specializing in contact information and business intelligence for lead generation. ZoomInfo has won 2022 TrustRadius Awards for its features and relationships, though buyers have found the product to be on the pricier side.  

The Community Edition allows free limited access to ZoomInfo. Users will need to provide their business contact information as well as the signature blocks and headers from emails they receive. This data is collected using an installed utility called the ZoomInfo Contact Contributor. Paid plans include the SalesOS, MarketingOS, and RecruitingOS products. 

Buyers interested in the ZoomInfo premium packages should fill out a pricing form and wait to be contacted by the sales team. Different payment options are available depending on the selected credit-based plan, the number of users, and selected add-on features.                          

Demandbase Sales Intelligence Cloud (formerly InsideView)

Demandbase provides account-based marketing and intelligence software to help sales and marketing teams identify and engage with prospective B2B customers. Based on the cloud, Demandbase offers a single go-to-market package (Demandbase One) with unique marketing insights on the buyer journey. Prospecting, sales intelligence, lead qualification, and email features have all been highly rated by reviewers on TrustRadius. 

Popular features include smart lists and recommendations, company news alerts, and prospect tracking. Users also gain access to a large volume of company and business profiles which can be filtered by market segments that consider demographics, location, preferences, and behavior. There is no free version of Demandbase, and interested buyers will have to book a demo and inquire about custom pricing with the sales team. 

Which Marketing Intelligence Product is Right for You?

Whether you’re looking for marketing data or an increase in website traffic to boost conversions, accurate data collection will be indispensable in the decision-making process. If your organization has a greater focus on customer relationships, look for software that specializes in real-time behavior insights or integrations with CRMs like Salesforce. 

To boost B2B sales, seek out providers offering up-to-date business intelligence and lead generation tools. For most companies, having detailed product intelligence data will also be essential to get ahead of competitors. 

A marketing intelligence platform could be your best bet if you’re looking for an all-in-one solution that doesn’t break the bank. An increasing number of free marketing intelligence tools provide features like content marketing, analytics tools, marketing automation, and data visualization. For companies with a more flexible budget, it may be more beneficial to combine solutions that leverage advanced feature functionality through algorithms, machine learning, artificial intelligence, and big data. Customer experience and persona tools may be available with free software, though premium versions will usually have more complete feature sets. 


When building your marketing intelligence tech stack, you need to make sure that the combined feature sets meet your overall business needs. At TrustRadius, we specialize in helping buyers find the best tools to support their business and marketing efforts. Check out our complete list of Marketing Intelligence Software.

About the Author

Neil Chandavarkar
Neil Chandavarkar
Neil Chandavarkar is a Research Analyst at TrustRadius. He holds a BA in International Relations from the State University of New York at Geneseo, having undertaken graduate studies at New York University and the Federal University of Rio de Janeiro. In his spare time he enjoys traveling, reading, and hanging out with his German Shepherd and Tabby Cat.

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