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Marketing Intelligence for Enterprises

May 31st, 2022 14 min read

For enterprises looking to maintain a strong competitive advantage, marketing intelligence becomes indispensable. This data is crucial for formulating business strategies or developing a marketing strategy. It provides both your sales team and your marketing teams with the insights they need to close deals and grow your business. 

The software below is specifically designed to achieve growth at the scale enterprises expect. Marketing intelligence is important for many businesses but essential for enterprises. 

For those looking for a quick overview of Marketing Intelligence, Check out our piece below:

The Importance of Marketing Intelligence for Enterprises

Large companies are always under pressure to stand out in their existing market, while also doing their best to break into a new one. For large businesses positioned in many different markets, gaining a full understanding of current market conditions is more important than ever. 

Full awareness of industry trends, benchmarks, and customer demands will allow you to maintain and expand your market share, regardless of which specific market you might be in. Almost all large companies have adopted a marketing intelligence system as a result. According to Forbes, almost 3 out of 4 enterprises spend up to 20% of their tech budgets on intelligence-related research. 

Enterprises face unique opportunities and threats in their marketing efforts. Competing with established players leaves less margin for error. Globalized markets and supply chains can provide cost savings and new sources of revenue, but will also increase risks. In the long run, investing in MI will help you mitigate risks, maximize growth, and increase profits.   

Targeting Customers with Marketing Intelligence

Enterprise customers are very demanding. To build a high level of customer understanding, you will need to know your target market inside and out. Market segmentation helps streamline the process of breaking down your target audience. When done properly, this technique can help you identify wants, needs, and pain points with surgical precision.

Market research tools are essential when it comes to segmenting your market. These resources include interviews, surveys, focus groups, polls, and email campaigns. Research using these tools provides important data sources for customer feedback. Questions can be designed to provoke either quantitative or qualitative responses – or a mix of both depending on your needs.              

Being armed with this knowledge helps you create personas of your ideal customers as well as unique content that resonates with them. With more engagement and brand awareness, customers will be more likely to see your product as a solution to their problems. 

Getting the full picture of your target market can also help you to increase conversions and customer retention.  

Scaling your business with marketing intelligence

Marketing intelligence data is essential for making business decisions, branding, and driving growth. For enterprises, this means data collection on a large scale. Here are some key features to look out for when picking enterprise-level marketing intelligence tools for your tech stack:   

  • Artificial intelligence
  • Automated data feeds
  • Cloud storage capacity
  • Customer journey mapping and analytics
  • Competitor analysis
  • CRM integrations
  • Demand generation
  • Lead generation
  • Targeting and prospecting tools
  • Market research tools
  • SEO 
  • Web analytics and reporting   

Innovations in IT, AI, and machine learning have opened up new frontiers for market analysis. Companies now have access to an enormous amount of information through automated data feeds. Insights can range from company and employee contacts to reports on financial performance over time. 

It’s well known that individual consumers now make a large chunk of their purchases online. B2B software is no different. 

Many buyers are making purchasing decisions after browsing through software provider websites. Tracking consumer activity has become more straightforward. Detailed metrics are fed into dashboards and analytics platforms in real-time. This ability to track and monitor online activity has revolutionized marketing intelligence and the decision-making process for businesses. 

Insights from web analytics and SEO software can show you details of how customers are interacting with your site and your brand. Competitor analysis tools can even show you how much traffic your rivals are generating, and what’s trending on social media.       

Rapid innovation in many fields also tends to shorten product life cycles. This is where product intelligence comes in. Buyer sentiment around product features has become easier to identify, either through search data, social media, or review sites. Using AI, business intelligence software can track performance and pricing for competitor products. This will give you a strong basis for comparison with your products.  

Enterprise Software Pricing

For enterprise plans, most vendors offer customized pricing for marketing intelligence software. Common pricing factors include the number of users, instances of use, contract length, and feature sets. Data and storage needs, managed services, and dedicated resources can also impact the final price. Not knowing the final price tag can be frustrating for buyers. For large enterprises though, it also provides an opportunity to focus on feature sets to match your needs.     

Top-Rated Marketing Intelligence Enterprise Software

Lead411

Lead411 provides marketing and sales teams with market intelligence that includes business and contact information. Usability, customer support, and lead accuracy have been highly rated by enterprise reviewers. Enterprise plans include unlimited contacts, data append, growth intent triggers, and suppression filters. Some areas for improvement include the ability to send mass emails, a longer trial period that disregards weekends, and the UI.  

Semrush Business Plan

Custom made for large agencies and enterprises, Semrush offers a premium Business Plan package that starts at $375 per month. Semrush can boast TrustRadius awards for its features, relationships, and value for price in 2022. 

Enterprise customers have praised tools like competitor intelligence, content optimization, and keyword research. Some cons include limits to performance data (40 projects), reporting, and keyword tracking. Some customers also feel that the different toolsets have taken some time to learn and can be a bit confusing at first.        

Demandbase Sales Intelligence Cloud (formerly InsideView)

Demandbase intends to help sales and marketing teams identify prospective B2B customers. Based on the cloud, Demandbase offers a single go-to-market package called Demandbase One. This software provides unique marketing insights on the buyer journey. It’s also possible to filter company and employee profiles by market segments.

Enterprise customers enjoyed the account targeting, market research, and lead qualification tools. Engagement metrics were criticized by some reviewers for being measured in minutes. Other users found it tricky to keep track of contact lists. The inability to filter out closed or churned contacts also caused some concern. Interested buyers will have to book a demo and contact the sales team for pricing information. 

6Sense 

6sense is an ABM, sales intelligence, and intent data provider that specializes in targeting key accounts. It also captures buyer intent for specific products. Customer targeting and search activity were also cited as strong points by enterprise customers. There were some complaints about pricing, customer service, and attribution data. 

ZoomInfo 

ZoomInfo specializes in business intelligence, contact information, and lead generation. The premium package includes the Sales, Recruiting, and MarketingOS products. Enterprise customers appreciated features like customer prospecting and updated industry and company data. For some reviewers, intent data, email sales intelligence, and pricing were areas for improvement.   

ProductPricetrScoreProsCons



Semrush

Business: $450
Custom Plan: 
By request

9/10

Competitor intelligence
Content optimization
Keyword research tools

Project and keyword tracking limits
Learning curve for toolsetsAccount limits




Lead411

Pro:$900 – $1,800 per year
Enterprise quotes by request

9.6/10

Lead accuracy
Rollover of unused credits
Filter options 

Trial length
Lacks a mass email feature
User interface




Demandbase 


Custom pricing provided upon request



9.2/10

Market research
Sales prospecting

Pricing transparency
Engagement metrics



6sense

Custom pricing provided upon request
8.5/10 Customer targeting and search activityIntent data
Identifying products that interest customers

Pricing transparency
Tracking attribution
Customer service





ZoomInfo


Custom pricing provided upon request

8.3/10

Premium consulting and integration services
Data freshnessCustomer prospecting

Pricing transparency
Sales intelligence email featuresIntent data

Finding the Right Tools for Your Business

Finding the right marketing intelligence solutions for your enterprise can be difficult. With many options on the market, decision-making to build your tech stack can be tough. Seeing what other executives and employees have to say about the software you’re considering can help you make the right decision. 

On TrustRadius, you can see what real enterprise software users are saying about Marketing Intelligence Tools in 2022. If you’ve used any of these tools, we’d love to hear your thoughts in a review! 

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