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The Top 18 Demand Generation Tools

08 February 2024

Forget lengthy and complex traditional lead generation. Grow demand for your products and services with innovative demand-generation tools.

You could spend hours developing a new lead scoring system, debating the best key performance indicators (KPIs), and segmenting your marketing emails until your fingers give out. Or, you could find a demand-generation tool to help you work smarter instead of harder. 

A demand generation tool is software that streamlines your lead demand generation strategy. It does so by automating processes involved in attracting and nurturing leads, from finding to reaching and converting new leads. Simply put, a demand generation tool drives growth while saving time, effort, and resources you would otherwise spend on manual tasks. 

Today, we'll look at the best demand-generation tools to convert qualified leads into loyal customers, including the ones we use here at Leadfeeder. But first, let's consider what makes demand-generation tools great.

Leadfeeder shows you what companies visit your website so you can track the impact of your demand generation strategies. Try us free for 14 days.

What makes a good demand gen tool?

The right demand-generation tool can help you increase brand awareness and assist you in contacting relevant leads and expanding your market share. But what makes a good demand gen tool? 

Factors to consider when searching for the best demand-generation tool for your business: 

  • Value: Price matters, but even expensive tools can be worth the cost if they deliver results. The demand generation tool you choose should have a fair price for the offered features and benefits.

  • Ease-of-use: Look for a tool that doesn't require you to be a tech wizard to learn to use it. The product should have a user-friendly interface. It should also integrate well with other software you use.

  • Features: Your demand generation software should be functional and keep up with the latest trends and features to help you stay ahead of the curve.

  • Scalability: Whether you're starting out or growing fast, every tool you use must keep up with your business needs.

  • Analytics: You need to know if your new demand generation strategy is working every step of the way. A tool that measures various forms of success can offer you the much-needed insights to make necessary adjustments. 

With all that in mind, we put together a list of our favorite tools that help drive demand and grow a business.

18 must-have B2B demand generation tools

As its name implies, demand generation refers to increasing demand for your product or service. But not every demand generation strategy looks the same. And not all demand generation tools are made equal.

If you're starting a new company, you might not have the budget to invest heavily in paid tools. On the other hand, if your company is expanding into new markets, you might need advanced tools to help connect with a global audience.

The following list includes something for everyone. You'll find various tools in it, from freebies for startups to more advanced software that meets the complex needs of enterprises. 

1. Dealfront Promote: Target website visitors with precision

Dealfront Promote product

Price: 14-day Free trial. Plans start at €139 per month paid annually. Customizable pricing plans for additional features.

Best for: B2B sales and marketing companies of all sizes.

Rating:  4.3 stars on G2

Dealfront Promote specializes in B2B display advertising. It enables businesses to direct their marketing efforts at specific companies by targeting their IP addresses with programmatic display ads. This feature allows for precise targeting in brand and product awareness campaigns, focusing on key account lists.

What sets Dealftont Promote apart is its ability to go beyond traditional remarketing. The tool can target open customer relationship management (CRM) deals automatically. Instead of targeting specific IP addresses, Dealfront Promote provides a broader reach. It allows for a company-wide targeting strategy.

Dealfront Promote also has advanced analytics and reporting capabilities. These features allow businesses to monitor the effectiveness of their campaigns and understand their audience's behavior and preferences.

With its extensive reach, billions of available impressions, and the option to serve ads across various online locations, Dealfront Promote enhances B2B marketing efforts. It helps businesses optimize their campaigns for better engagement and impact.  

2. LinkedIn Sales Navigator: Get the most out of your LinkedIn network

Linkedin Sales Navigator demand gen tool

Price: Plans start at €78.67 per month and include a one-month free trial. 

Best for: B2B sales teams looking to connect with leads more efficiently on LinkedIn. 

LinkedIn Sales Navigator is a handy tool that helps you fully leverage LinkedIn's expansive data. It unlocks access to a broader network and provides insights into who has viewed your profile. There are also advanced search functionalities, and users can reach out via InMail and efficiently prioritize and qualify leads within their sales funnel.

For higher-tier plans, Sales Navigator offers an expanded suite of tools. These include:

  • Enhanced capabilities for tracking engagement on LinkedIn

  • Detailed reports

  • Buyer interest alerts

  • Seamless integration with existing CRM systems

As an integral part of LinkedIn, the Sales Navigator offers a familiar and easy-to-use interface. It eliminates the need for training and allows users to leverage the tool's capabilities right away. 

3. Voila Norbert: Find email addresses to drive your demand gen strategy

Best demand generation tools, Viola Norbert

Price: Plans start at $49 per month for up to 1,000 leads per month and go up to $499 per month for 50,000 leads per month. 

Best for: Any company that wants to find email addresses for new leads. 

Voila Norbert simplifies the process of finding email addresses for leads. It also offers functionalities for tracking interactions with leads directly through its dashboard.

Voila Norbert enhances organizational efficiency through list and note creation. Simply put, it makes it easier to manage and organize contacts. This feature is convenient for tracking many leads and making sure all communication is tailored and timely.

4. Pipedrive: Power your demand generation strategy with a comprehensive CRM tool  

Pipedrive: best demand generation tools

Price: Plans start at $9.90 per month for each user for the Essential package and go up to $59.90 per month for each user for the Enterprise package.

Best for: Sales teams looking for comprehensive contact management features. 

Pipedrive is a CRM designed for and by sales teams. It integrates with various tools most sales teams use, making it a powerful choice for sales and marketing automation. 

Pipedrive does a lot, making it hard to cover all its features in a short blurb. It's a CRM that serves as an account management tool, storing all information in one place. You can see leads and deals, track calls and emails, and sync across multiple platforms so everyone is always on the same page.

5. Zapier: Automate your demand generation process

Best growth marketing tools Zapier

Price: Free for basic features. Paid plans start at $19.99 per month when paid annually.

Best for: Anyone who wants to add automation to their demand gen strategy. 

Zapier is a well-known tool that connects apps and helps automate workflows. If you need to receive an email notification when a new lead contacts you or if you're looking to link your sales and email software, Zapier is a solid solution. It offers 4,000 different applications and plays a pivotal role in maintaining the efficiency and effectiveness of your demand generation strategy.

Using Zapier, you can effortlessly keep track of and engage with high-quality leads, streamlining your marketing and sales processes for maximum productivity.

6. Leadpages: Build landing pages that drive growth   

Leadpages a demand generation tool

Price: Standard package starts at $37 per month when billed annually. It offers more Pro features for $74 per month and customizable packages at the highest tier.

Best for: Teams that want to build and test websites, landing pages, pop-ups, and alert bars at scale. 

Leadpages is a demand generation software tool that helps teams figure out what works and what doesn't. Its user-friendly platform allows for the effortless creation and testing of various elements. These include landing pages, pop-up bars, websites, and alert bars. No coding expertise is required. 

Leadpage allows you to test and track your performance in real time to identify what resonates with your audiences. The tool is on the pricey side, so it might not be the best fit if you only have a handful of landing pages. But if you're constantly launching new campaigns and testing new growth strategies, it's a must-have.

7. HubSpot Marketing Hub: Tailor your outreach strategy to attract quality leads

Blog analytics tool HubSpot

Price: Free basic tools. Paid plans start at $20 per month, billed annually, and go up to $3,600 per month.

Best for: Marketing teams who want to personalize their offers and messages.

HubSpot Marketing Hub is a marketing software that offers plenty of insights to sales and marketing teams. These insights help you personalize your offering and attract leads ready to convert. The tool also provides campaign automation, CRM, customizable email templates, A/B testing, social media integration, and more. 

Overall, HubSpot Marketing Hub is an excellent option for large organizations with big budgets that need customizable solutions. But the costs can get steep for smaller companies looking to get the most out of their spending.

8. SEO Testing: Grow your search traffic to generate more demand

SEO Testing Demand Generation Tool

Price: After a 14-day free trial, plans start at $40 per month for a single site and range to 20 sites for $300 per month.

Best for: Teams who need to improve their SEO strategy.

Search engine optimization (SEO) is vital for increasing your presence in organic searches and generating more demand from potential customers or clients. SEO Testing provides a laser focus on this demand generation solution by integrating with Google Search Console and helping teams make data-driven decisions.

Does it offer frills? Not really. But user reviews commend its value and being great at exactly what it's supposed to do. 

9. Ortto (formerly Autopilot): Optimize your data in one place

Demand generation tool, Ortto

Price: Paid plans start at $509 per month when billed annually and range up to $1,699 per month.

Best for: Fast-growing SaaS brands who want to optimize their data in one place.

Ortto brings together your customer data, messaging, and analytics under a single platform. It connects to various platforms to do so but also lets you input customer data directly. You can also leverage Ortto's marketing automation to increase the productivity and efficiency of your marketing campaigns.

With Ortto, growth isn't a guessing game. You can eliminate pain points by bringing all your data together and placing your customer relationships at the forefront of everything you do. This will allow you to create lasting connections and discover actionable insights to convert and engage leads and expand your business.

10. Pardot: Boost your marketing automation

Salesforce Pardot home page screenshot

Price: Standard options are available for $1,250 per month, and Premium enterprise options for $15,000 per month.

Best for: Salesforce users who have a robust marketing toolkit.

Pardot is a SaaS marketing automation platform owned by Salesforce. It offers email automation and targeted email campaigns for email marketing. It also provides lead management for B2B sales and marketing teams.

By automating common tasks, including tracking customer behaviors, and creating digital marketing campaigns, Pardot helps teams perform successful demand-generation tactics.

11. Wishpond: Get expert help when planning your demand generation campaign

Wishpond, a demand generation tool

Price: You have to book a meeting to discuss pricing.

Best for: Companies looking for a marketing platform that doesn't specify in one industry (i.e., B2B sales, SaaS, and similar).

Wishpond wants its users to reach new customers and increase sales without breaking the bank. While it doesn't specify the pricing online, Wishpond says its platform is "affordable." 

The platform boosts efficiency by offering an internal team of marketing experts to help plan a demand generation campaign.

12. Semrush: Enhance content marketing with on-page SEO analytics

best website analytics tools semrush

Price: Paid plans start at $129.95 per month.

Best for: All marketing teams — we're big Semrush fans.

Semrush is a top-tier tool for content marketing, SEO, and other marketing efforts. It will guide you to make informed, strategic, data-driven decisions.

Semrush shows you how your content performs in general and compared to your competitors. It's great for social media managers as well since it also tracks analytics and ads. We regularly use Semrush in our larger marketing strategy.

13. RiteKit: Focus on social media leads 

Ritekit, a demand generation tool

Price: After a 7-day free trial, customizable plans start as low as $12 per month when billed annually.

Best for: Anyone who makes their living off of social media.

Even if you already have a favorite social media publishing platform, RiteKit can help. The platform offers various features to help you with the following:

  • Crafting and publishing content

  • Enhancing existing posts

  • Customizing call-to-action (CTA) links

  • Using relevant hashtags

There's also a Chrome extension to let you access your RiteKit package from anywhere on the web.

RiteKit can be your all-in-one social management platform. Its RiteForge package enables users to create and schedule posts with the best timing, hashtags, and key metrics.

14. BuzzStream: Streamline your digital PR and link-building efforts

Buzzstream demand generation tool

Price: Paid plans start at $24 per month and range up to $999 per month for the most advanced features.

Best for: Companies in need of an end-to-end outreach platform.

BuzzStream is an outreach platform that helps you build lists of qualified leads and send better emails at scale. Its Digital PR feature performs automatic prospecting of journalists and bloggers, and the Link Building feature automatically gathers website and social media metrics. There's also a Content Promotion feature to help you pitch better content.

15. Hotjar: Understand how users behave on your site

Hotjar demand generation tool

Price: Basic features are free. The Plus package costs $32 per month, and the Business features start at $80 per month.

Best for: Everyone can benefit from Hotjar.

Hotjar does a lot. Most notably, its heat map feature lets you see how users navigate around your website, including the spots they hover over but never click.

For example, did most of your website visitors look at the title of your latest white paper or webinar but not click? Ouch. Maybe that topic didn't resonate with your ideal customer. But you need to know these things in advance to prevent them in the future.

Using Hotjar's data, you can see which touchpoints users are getting stuck on or do not understand. The name of the game in marketing is improving customer experience, and Hotjar is a solid place to start. 

16. Unbounce: Get more conversions with your landing pages

Unbounce lead generation tool

Price: You can "start building for free," but paid plans start at $99 per month.

Best for: Businesses of all sizes who want to turn visitors into customers.

Unbounce is an AI-powered landing page builder. The tool offers smart features to help create stunning, high-performing marketing campaigns in minutes. Its landing pages have helped businesses turn billions of visitors into leads, sales, and signups.

What makes Unbounce unique is efficiency. The tool allows you to build a landing page with AI quickly and effortlessly. 

17. Demandbase: Go to market smarter

Demandbase demand generation tool

Price: You’ll need to reach out to them for pricing.

Best for: Marketing, sales, and customer success teams. 

Demandbase is a go-to-market platform that resolves and prevents fragmented B2B marketing. It eliminates account blindness, channel silos, data puddles, and manual processes — all of which can negatively impact your bottom line. Demandbase does so by injecting account intelligence into every step of the buyer journey — through advertising, account-based experience, and sales intelligence. 

18. Clarityflow (formerly ZipMessage): An all-in-one communication platform

Clarityflow Demand Generation Tool

Price: Free 14-day trial available. Paid plans start at $39 billed monthly and range to $149 per month for Premium features.

Best for: Anyone communicating with customers regularly.

Clarityflow is the iMessage of B2B. You can exchange video, audio, or text messages with clients all in one place. No more communicating between different apps and losing/missing client messages.

With Clarityflow, you get access to various communication features, such as a mobile app, chat messaging, and transcriptions, to boost your client's experience. This puts your prospects and customers at the forefront of your business and helps drive more conversions and repeat businesses.

Looking for a new demand-generation tool? See how Leadfeeder can help 

Gathering customer data is essential, but you must be able to use it. That's why the latest demand generation tools are all about integration and automation.

Great platforms don't just let you gather data and track leads. They share that data across platforms. They give your team access to detailed insights you can use for your demand generation marketing strategy. 

Leadfeeder is a demand-gen tool that helps B2B organizations find and convert leads efficiently. Our platform identifies companies visiting your website, reveals their behavior, and aids you in reaching them before the competition. On top of that, Leadfeeder assists you in crafting better pitches based on your prospects' behavior and interests. 

Sign up for a free 14-day trial and discover your new leads today.

Daire Summerville
By Daire Summerville

Head of Growth at Leadfeeder. Daire is a digital growth expert with expertise in Google Analytics, Google Ads, GTM & SEO.

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