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The top 13 market research tools every B2B marketer should know about

A good workman never blames their tools – and why would you with our pick of the best market research platforms on offer?

1. Customer satisfaction research tools

Positive customer feedback may be some of the most effective marketing you can do for your business. But knowing how to get it can be tricky. These tools help you gather feedback and improve your offering.

Grab Feedback

Main benefit: Real-time data to manage your online reviews.

This tool helps you tactfully ask and remind customers for feedback, guides them through the online review process, and gives you a chance to reach dissatisfied customers before they write a negative review. Working with review platforms such as Yelp, Trip advisor, and Facebook, GrabFeeback lets you analyse your clients’ feedback so you can resolve problems and increase satisfaction. You can view real-time data on feedback given, using a dashboard to analyse customer demographics.


Main benefit: Easy to use and customer support is very responsive.

Design, manage and analyse your feedback campaigns with this customer feedback tool. Qualaroo will help you launch a survey on your website or app, analysing feedback text from customers to determine satisfaction, and help you understand consumers’ actions on your site and identify buyer personas. There are lots of options for customisation too, so you can make the best experience for your surveys.


Main benefit: A comprehensive overview of your customer feedback.

This cloud-based customer experience management platform enables you to gather and manage information from your customers, making strategic decisions from customer stories and experiences. InMoment will help you comb through customer feedback, replies and other similar data to provide you with valuable insights in real-time.

2. Search marketing research

Understanding which keywords and phrases are driving traffic for your site and your competitors is crucial for gaining search presence. These tools make it easy to do that.


Main benefit: Although there’s a monthly fee, SpyFu doesn’t price by search results, they’re unlimited.

This SEO tool does exactly what it says on the tin: it allows you to spy on your competitors. With it, you can download all your competition’s keywords to see what’s working for them. Plus, it provides a slick interface with plenty of important at-a-glance information. It especially stands out for its PPC research, researching new opportunities for campaigns based on the data it collects.

Google: Keyword Planner and Search Console

Main benefit: Both tools are free to use.

If you already have a Google AdWords account then no doubt you're familiar with this tool, but you don’t need an active Google campaign for this to be useful. A main player in the industry, Google Keywords acts as a window into the behaviour of online consumer searches for products or services in your industry. This allows you to understand how effective certain keywords are using forecasting and historical data. You can then use Google Search Console to monitor your site’s presence in Google searches and optimise performance.


Main benefit: It’s a clean-looking and easy to use tool, and it’s free.

This recently re-launched tool pulls in keyword data from Google Keyword Planner and Google Suggest, but with more accessible findings. It doesn’t restrict the amount of data is shows like other keywords tools, and the volume of results makes it easier to find long-tail keywords. It also pulls in cost-per-click and difficulty numbers from AdWords.


Main benefit: It’s very fast and provides detailed information about keyword competition.

This online keyword finder tool will reduce your keyword research efforts to a minimum, collecting data from Google, Bing and Yahoo, and providing you with information on keyword competition. It’s mobile-friendly, very fast, and easy to use and is great for finding high traffic keywords with low competition. Although more expensive than other tools, you can try 30 search queries of any kind for free.

3. Social media and influencer marketing research

Need to build a solid reputation quickly? Then you need to know who the key influencers are in your market, to connect and engage with them.


Main benefit: Measuring your interactions to create an influence score.

PeerIndex measures the content you create and the people who consume and react to it. It monitors the rate and quantity by which you share information, and how your authority on a subject increases as people interact with your content. Where it differs from Kred is its focus on the company, rather than the individual. It uses a reward system wherein the higher rating you have, the more rewards you get, including products from other companies.


Main benefit: Its massive real-time stream of the data it aggregates.

Like PeerIndex, Kred also focuses on a scoring system, but is more transparent around the factors that go into its calculations. This visibility is its biggest strength, with a real-time stream of your aggregated data, it shows you how people are reacting to your content and how influential you are. As well as influence, it also measures outreach, another valuable metric.

Onalytica Influencer Relationship Management

Main benefit: Discovering influencers.

This tool allows you to identify the most influential people on specific topics, keeping an eye on everything that is said by your key market influencers. You can also see how your influencers interact together on an interactive network map which you can filter by location, age, gender, and reach, and access real-time insights from your influencer community, measuring the influence of your influencer relations activity. The tool also offers you the opportunity to scale your activities with your key influencer targets.

4. Content marketing research

To build an effective content marketing strategy, you need to know what content is being consumed, shared, linked to and loved by your audience. These tools provide that crucial insight.


Main benefit: Keeping on top of trending topics.

BuzzSumo allows you to quickly identify what content is working well in any given industry and who the major influencers are. You can get alerts based on keywords, brand name, links, author name or domain, and track competitors by analysing their content. It’s a great way to find keywords, get content ideas, and see what’s being shared most widely on social. The ‘trending now’ feature means you won’t miss any big topics or ideas in your industry and helps you stay up to date.


Main benefit: Driving brand awareness.

Track backlinks and keywords for your industry with Ahrefs, a tool which helps you see what your competitors are doing and improve your content and its SEO. Although the keyword volumes aren’t as precise as Google Keywords, you can step up your SEO game with its backlink checker. It can also help you understand which websites link to your competitors and their most consumed content and therefore what content you should be focusing on.


Main benefit: Lead generation.

Bombora is the ideal tool for prospecting by determining your target customers. It helps you identify trending topics in the industry as well as by company, enabling you to find accounts to prioritise and target. You can generate reports with all the data you need to segment companies by topic, enabling you to see what content you should be focusing on. Cheaper than its competitors, this tool will allow you narrow your focus and refine your offering, and find customers who will be receptive to your content.

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