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Demand Generation Software 2021: Complete Guide

Demand Generation is a process of generating demand for your products or services through a series of focused targeted marketing programs, which should ultimately lead to new revenue. Demand Generation is a collaborative effort of the marketing and sales team, who work together on leads/pipeline management through the entire sales cycle encompassing everything from the prospect stage to customer retention stage.

Learn what is Demand Generation, how it works and how to choose the right Demand Generation software.

Updated By Cuspera

Last updated: Apr 14, 2021

Demand Generation Software 2021: Complete Guide

What is Demand Generation?

It used to be that the Sales Team was directly responsible for acquiring new customers, creating a retention strategy for them, and ensuring that adequate opportunities were created to up-sell or cross-sell at these customer sites. It was also the Sales Team that was directly responsible for the generation of Revenue. In the newly evolving competitive scenario, Senior Executives of organizations are mounting more and more pressure on Marketing teams to link their marketing efforts to Revenue directly. It is this newly evolved scenario that has led to the term, “Demand Generation.”

As the term suggests, Demand Generation is a process of generating demand for your products or services through a series of focused targeted marketing programs, which should ultimately lead to new revenue. In the newly evolved scenario, generating demand is a collaborative effort of the Marketing and Sales Team, who work together on leads/pipeline management through the entire sales cycle encompassing everything from the Suspect stage to Customer Retention stage.

Demand Generation is not just about enabling the Marketing team to contribute towards the generation of Revenue. It also allows them to have a hands-on approach to understanding which of their marketing programs are working and which are not meeting the expectations. This allows them to continually moderate, iterate, improve, and change based on market needs.

When this concept first came in vogue, Marketing Teams engaged in accomplishing this task manually by tracking leads from the suspect stage to the revenue generation stage. At that time, technology was not in place to track, filter, and prioritize leads, and hence, the analysis would be done on batches of leads. In managing enormous volumes of leads in bulk rather than individually, much time and energy are wasted on unqualified leads. Hence, the need arose to automate the process with some business intelligence built into it to manage leads effectively and help them convert into customers by personalizing the whole customer experience. This led to the birth of Demand Generation Software.

What is Demand Generation Software?

Demand Generation Software is the new-age marketing process that aids marketing professionals in promoting new products, creating awareness and demand for products and solutions on offer, and expanding to new markets. This is a multi-faceted tool that helps in engaging and in the follow-up process with a lead, right from when the lead may be classified as a ‘prospect’ until she is converted into a Customer.

What is Demand Generation?

Demand Generation Software helps amalgamate the Marketing Process and the Sales Process seamlessly from the lead generation stage through to customer retention processes using the following broad steps.

  • Campaign management is done to attract customers

Interaction with leads begins as part of customer engagement management

  • Proper communication management ensures that communication and content most relevant to the customer are sent and/or published
  • Tracking and monitoring the results of this communication in terms of customer response leads to opportunity identification
  • The Sales Team steps in for opportunity closure and conversion to sale

Loyalty management processes kick in to help in retaining the customer

In the B2B space, Demand Generation Software identifies organizations that visit a company website without the need to ask them to fill any forms. They can screen out individuals and bots to arrive at organizing relevant leads. They can provide a complete trail of how an organization spent time on a website, details of the organization when they last visited the website, how much time they spent, which relevant sections were accessed, and what was the path they took to reach the website. Once the process of lead capture is done, marketers nurture these leads with relevant information to create opportunities, and it is at this stage that the qualified leads are handed over to the sales team for closure.

All lead generation is demand generation. You can not generate a lead without demand.

A F

Anne Fleshman

Autopilot

Social Media is the modern-day Billboard, which plays a key role in brand building. Surveys suggest that 69% of adults and 88% of companies are on social media, which makes a strong case to search for leads on social media. Surveys show that - “71% of commercial buyers begin their research with Google search. 95% of consumers read online business reviews, and 85% trust online reviews as much as a personal recommendation”. Social Media Management plays a key role in the Demand Generation. It provides insight into customer behavior patterns based on their preference of social network, content access, pain areas, purchase behavior, and feedback mechanism. Social media analytics helps run robust campaign management based on customer interest patterns. The advantage of social media management is that all the information related to the customer is available almost on a real-time basis – right from the path by which the customer(s) reached and accessed the information, the amount of time spent, through to the next logical move. Insight into this behavioral pattern can lead to the creation of appropriate advertisements and content management in such a manner that only relevant information is fed to keep the interest alive. The important part of social media strategy is to build trustworthy relationships with your audience where they don’t just look at you as a seller but also as an advisor to resolve their pain points.

Key Features of Demand Generation Software

Key modules of Demand Generation Software include

  • Track and Filter
  • Lead Management
  • Content Creation and Management
  • Email Marketing
  • Social Media Management
  • WebForms
  • Messengers
  • Online Help
  • Interactive Tutorials
  • File Import Facility
  • Integration with CRMs
  • Analytics and Machine Learning capability

Who are the Users of Demand Generation Software?

Demand Generation Software is industry agnostic and can cater to any industry vertical. It can fit any business size too! Some of the major industry users are Software companies, Media and Publishing houses, Healthcare, Education, Travel & Tourism, Consumer Products, and Financial Services.

The sales team owns the sales funnel. But as a B2B marketer, you feed the top of their funnel.

D K

Doug Kessler

Co-founder, Velocity Partners

End Users of this software tend to be Marketing and Sales Teams, who, as described above, use their Demand Generation muscle to work in tandem, like in a team sport, to achieve operational excellence in creating substantially higher quality marketing impact.

Benefits of Demand Generation Software

Benefits of Demand Generation Software

Demand generation software is meant for marketers to manage the customer life cycle from being a lead or a prospect to a repeat customer. The software can help the marketers segment the customers, engage them appropriately, and build long term relationships. Some products enable targeted content distribution for maximizing engagement. The software can also be used to generate interest and leads for the current, new, or next-gen products, and manage the leads from the capture through conversion. Some of the software products can also support conversion optimization and sales; in those cases, the software becomes a platform to align Marketing and Sales teams. Recent genres of these software products can also address demand generation through social media.

The lead generation process starts by finding out where your target market ‘lives’ on the web.

W D

Wayne Davis

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Buyer’s Guide to Demand Generation Software

The Demand Generation category encompasses a wide range of marketing and sales activities. It overlaps with many other categories such as Campaign Management Software, Content Marketing Software, Marketing Automation Software, Lead Management software, and so on. The first step then is to be clear on the business needs, and then, to focus on the software category.

Buyers are recommended to consider peer reviews and expert opinions that are extensively available on Cuspera before making buying decisions. Cuspera’s AI based engine guides you through the requirement process to help you choose the right software.

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For instance, Demand Generation Software can aid in cleaning up and deduplication of customer databases by analyzing data from responses, participation in market surveys, user campaigns, and inbound marketing. The emphasis you will place on this capability is necessarily different for different businesses. Bringing clarity to the processes that need to be addressed is the first step in software selection.

Once the list of capabilities is well established, each of the process areas would have its own demands on software capabilities. For example, being able to access the data in your databases (data import) is a critical requirement to deliver clean and deduplicated datasets.

Similarly, for managing any customer engagement, you may need to ensure that the software is GDPR compliant.

Since Demand Generation Software covers a fairly intensive process spanning pretty much all customer interaction interfaces, deploying it is quite an involved commitment. It is important to assess the need and extent of business process migration, including change management.

You will also need to assess the integration needs with your existing marketing stack.

Many software products address a specific set of industry verticals well. Demand Generation software is no different. Similarly, the size of the business can be a determining factor for the kind of software required. It is important to prioritize the products that have a significant presence in your industry and segment.

Given the sensitive nature of the data managed by the software, security considerations play a significant role.

Other common considerations for all software product purchases include the total cost of ownership (including costs beyond price, such as implementation costs, training costs), support capabilities of the vendors, and Cloud versus on-site implementation.

ROI of Demand Management Software

The best way to arrive at ROI calculations for Demand Generation Software could be to compare the traditional and automated modes of the sales process, starting from lead generation and extending all the way to closure. The metrics that could be taken into consideration are success percentage, average lead cost, the average cost per acquisition, average deal size, and the time taken to close a deal. Another important factor that could be taken into consideration is Customer Lifetime Value representing the amount of money that a customer might spend on the company’s products during their ‘customer lifetime’.

It would also be ideal to classify the deals by their size and the kind of campaigns run to close such deals. This will give a clear picture to arrive at insights into which modes of campaign work the best, and will also help in terms of customer profiling for building future sales strategies.

Trends and AI in Demand Generation Software

Moving forward, B2B Marketing Teams will leverage the power of technology in personalizing content to resonate with the needs of the customer to make it more relevant for a faster decision-making process.

Use of a combination of Machine Learning, AI, Social Media, modern and evolving technology tools will be the new means for lead generation, and this will happen at a fraction of the investment with a better rate of success than the traditional model.

AI solutions help in analyzing large sets of data to create solutions that can be independent and can improve productivity by offloading tasks to bots, such as handling messenger queries through chatbots through predictive algorithms on a 24*7 basis thereby reducing the cost of trained executives.

Instead of white papers and brochures, Video Marketing will be a new trend for educating audiences about products and solutions. It is suggested that Videos will make 80% of the consumer online traffic, with some platforms such as Facebook, Instagram, and YouTube taking the lead among social media platforms for Video Marketing.

Since all customers may not be on the same platform, the use of multi-channel strategies will be adopted for effective reach. The content will be amplified across multiple channels like Social Media, Email Newsletters, Content Distribution Platforms, Online Ads, Online Groups.

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412 Demand Generation Software

SecondStreet

Second Street | Monetize Your Audience

4.64

Read Reviews
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SecondStreet

4.64
★★★★★
★★★★★
Second Street | Monetize Your Audience
Highlights
Top Business Usecases : Engagement management,Engaging and following up,Advertisement
Top Features : Contests/quizes,Gamification,Templates
SecondStreet Icon

Vendor: SecondStreet

Company Size: 51-100

HQ Location: 1017 Olive Street, Mezzanine Level, Saint Louis, Missouri 63101, US

Financials: Private

NetLine Corporation

The comprehensive lead generation solution built upon first party data

4.53

Read Reviews
NetLine Corporation Icon

NetLine Corporation

4.53
★★★★★
★★★★★
The comprehensive lead generation solution built upon first party data

NetLine Corporation enables to promote content with B2B content syndication lead generation network. NetLine provides an excellent platform for amplifying your reach by enabling users to drive a new generation. Netline Solutions offers customized solutions to businesses in the field of software development, mobile app development, digital marketing, video editing, and motion graphics.

Highlights
Top Business Usecases : Generation of new leads,Account management,Engagement management
Top Features : Personalization
NetLine Corporation Icon

Vendor: Netline Corporation

Company Size: 51-100

HQ Location: 750 University Ave, Los Gatos, CA 95032, US

Financials: Series A

Gleam Platform

Gleam: Business Growth Platform

4.46

Read Reviews
Gleam Platform Icon

Gleam Platform

4.46
★★★★★
★★★★★
Gleam: Business Growth Platform

Gleam is business growth platform where marketing apps are designed to grow the business. It helps to grow sales & revenue and enhance customer relationship.

Highlights
Top Business Usecases : Engagement management,Social media management,Engaging and following up
Top Features : Gamification,Contests/quizes,Widgets
Gleam Platform Icon

Vendor: Gleam

Founded: 2013

Company Size: 11-50

HQ Location: Melbourne, Australia

Financials: Private

Shortstack

Get More Leads From Your Marketing Campaigns

4.44

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Shortstack

4.44
★★★★★
★★★★★
Get More Leads From Your Marketing Campaigns

ShortStack is a digital marketing platform built for engagement, lead collection and marketing automation. It helps to acquire customers and increase sales and revenue.

Highlights
Top Business Usecases : Engagement management,Engaging and following up,Communication management
Top Features : Gamification,Contests/quizes,Templates
Shortstack Icon

Vendor: Shortstack

Founded: 2010

Company Size: 11-50

HQ Location: Reno, NV

Financials: Private

Qualifio

Interactive Marketing & Data Collection Made Easy

4.37

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Qualifio Icon

Qualifio

4.37
★★★★★
★★★★★
Interactive Marketing & Data Collection Made Easy
Highlights
Top Business Usecases : Engagement management,Engaging and following up,Communication management
Top Features : Interactive content,Gamification,Contests/quizes
Qualifio Icon

Vendor: Qualifio

Company Size: 11-50

HQ Location: Louvain-la-Neuve, Walloon Region

Financials: Series A

PriceWaiter

PriceWaiter’s Deals Du Jour - Make an offer and we’ll do the rest

4.25

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PriceWaiter Icon

PriceWaiter

4.25
★★★★★
★★★★★
PriceWaiter’s Deals Du Jour - Make an offer and we’ll do the rest
Highlights
Top Business Usecases : Engagement management,Engaging and following up,Conversion management
PriceWaiter Icon

Vendor: PriceWaiter

Company Size: 11-50

HQ Location: 701 Cherry St, Chattanooga, Tennessee US

Financials: Seed

Addshoppers

Delight more Shoppers, unlock exclusive offers and manage privacy preferences

4.20

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Addshoppers Icon

Addshoppers

4.20
★★★★★
★★★★★
Delight more Shoppers, unlock exclusive offers and manage privacy preferences

Addshoppers is an eCommerce software that enables email retargeting and provides social media apps for customizing share buttons on eCommerce websites, such as for rewards, social analytics and more. It is mainly used in the retail industry.

Highlights
Top Business Usecases : Helpdesk management,Engagement management,Scheduling post to social media
Top Features : Personalization
Addshoppers Icon

Vendor: Addshoppers

Founded: 2011

Company Size: 11-50

HQ Location: Charlotte, NC

Financials: Private

Ryze

Fuel growth by AI-backed personalized conversations

4.00

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Ryze

4.00
★★★★★
★★★★★
Fuel growth by AI-backed personalized conversations

Ryze is a demand generation tool that aids software vendors to increase the volume of their inbound sales funnel by identifying software buyers faster using AI-driven qualifying conversations.

Highlights
Top Business Usecases : Capturing intent,Capturing leads,Lead engagement
Top Features : Personalization,Bot,Gamification
Ryze Icon

Vendor: Cuspera

Company Size: 10-50

HQ Location: 3160 De La Cruz Blvd, Ste 204 Santa Clara, CA 95054 US

INSEQUENT

A white-label ready suite of tools including Mobile website builder, mobile coupon builder, text messaging platform and more

4.00

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INSEQUENT

4.00
★★★★★
★★★★★
A white-label ready suite of tools including Mobile website builder, mobile coupon builder, text messaging platform and more
Highlights
Top Business Usecases : Social media management,Advertisement,Managing social media account
Top Features : Calculator,Dashboard
INSEQUENT Icon

Vendor: INSEQUENT

Company Size: 11-50

HQ Location: 745 Atlantic Avenue, Boston, MA 02111

Crove.app

Free Online Document Generation & Automation

4.00

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Crove.app

4.00
★★★★★
★★★★★
Free Online Document Generation & Automation
Highlights
Top Business Usecases : Sales document management,Workflow management,Contract management
Top Features : Templates,Personalization,Recording
Crove.app Icon

Vendor: Crove.app

Founded: 2020

Company Size: 1-10

HQ Location: #3355 Top Floor, Sector 37D, Chandigarh

Cloudaro

Find Businesses That Need Web Design

4.00

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Cloudaro

4.00
★★★★★
★★★★★
Find Businesses That Need Web Design
Highlights
Top Business Usecases : Generation of new leads
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Vendor: Cloudaro

FormDesigner

Online web form, builder, surveys and calculators for website

4.00

Read Reviews
FormDesigner Icon

FormDesigner

4.00
★★★★★
★★★★★
Online web form, builder, surveys and calculators for website
Highlights
Top Business Usecases : Sending & publishing communications,Communication management,Creating contact list
Top Features : Calculator,Feedback surveys
FormDesigner Icon

Vendor: FormDesigner

Company Size: NA

Outgrow

Outgrow.co | Interactive Quizzes | Interactive Calculators

4.86

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Outgrow

4.86
★★★★★
★★★★★
Outgrow.co | Interactive Quizzes | Interactive Calculators

Outgrow provides Marketing Toolkit to Marketers to engage their customers that helps in lead conversion and generate referral traffic.

Highlights
Top Business Usecases : Engagement management,Engaging and following up,Generation of new leads
Top Features : Calculator,Gamification,Contests/quizes
Outgrow Icon

Vendor: Outgrow

HQ Location: 401 Park Avenue, New York, NY 10016, US

NiceJob

Get More Reviews, Build a Great Reputation.

4.83

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NiceJob Icon

NiceJob

4.83
★★★★★
★★★★★
Get More Reviews, Build a Great Reputation.

NiceJob a reputation management tool is the easiest way to get more reviews and build a reputation. It creates social media buzz, improves SEO, and win more sales. It helps to acquire customers and increase sales and revenue.

Highlights
Top Business Usecases : Rating and review management,Social media management,Engagement management
Top Features : SEO,Templates,Widgets
NiceJob Icon

Vendor: NiceJob

Company Size: 11-50

HQ Location: 309 W Cordova St, Vancouver, British Columbia CA

Financials: Private

Preferred Patron

Customer Loyalty Software Program for businesses

4.83

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Preferred Patron

4.83
★★★★★
★★★★★
Customer Loyalty Software Program for businesses

Preferred Patron is a customer loyalty management solution designed for companies of all sizes that offers incentive promotions, visitor loyalty management, multi-channel marketing and gift card management functionalities within a suite. Preferred Patron currently helps businesses across the retail, automotive, healthcare, gaming, hospitality, cosmetics, salon and spa, health and fitness, golf resort and country club, and café and pub industries to increase their customer engagement and retention.

Highlights
Top Business Usecases : Loyalty management,Customise loyalty program,Helpdesk management
Top Features : Rewards,Gamification,Personalization
Preferred Patron Icon

Vendor: Preferred market Solutions

Company Size: 11-50

HQ Location: 3 Canale Dr, Egg Harbor Township, New Jersey 08234, US

Financials: NA

OSI Affiliate Software

Affiliate Program Software, Affiliate Tracking Software Marketing

4.78

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OSI Affiliate Software

4.78
★★★★★
★★★★★
Affiliate Program Software, Affiliate Tracking Software Marketing

OSI Affiliate Software allows the customers to easily promote the brand across all the social networks. It helps to improve brand engagement and increase sales and revenue.

Highlights
Top Business Usecases : Referral management,Promotion management,Campaign management
Top Features : Gamification,Rewards,Personalization
OSI Affiliate Software Icon

Vendor: Omnistar Interactive

HQ Location: 14330 Paradise Tree Drive, Orlando, Florida 21045, US

Uplead

UpLead | B2B Database & Business Contact Data Provider

4.77

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Uplead

4.77
★★★★★
★★★★★
UpLead | B2B Database & Business Contact Data Provider

UpLead is an online lead generation platform for marketing, sales and recruitment teams to drive growth, increase revenue and increase number of prospects.

Highlights
Top Business Usecases : Generation of new leads,Lead qualification,Engagement management
Top Features : Personalization
Uplead Icon

Vendor: Uplead

Company Size: 11-50

HQ Location: 340 S Lemon Ave Ste 1022 Walnut, CA 91789

Financials: Series A

Novocall

Callback and Call Scheduling Software Features | Novocall

4.77

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Novocall

4.77
★★★★★
★★★★★
Callback and Call Scheduling Software Features | Novocall

Novocall is a Call Automation Tool that drive conversations and improve conversion rates by simplifying business conversations between the team and the customer. It helps to increase sales and revenue and acquire customers.

Highlights
Top Business Usecases : Sales call management,Engagement management,Engaging and following up
Top Features : Widgets,Personalization,Recording
Novocall Icon

Vendor: Novocall

Company Size: 1-10

HQ Location: 71 Ayer Rajah Crescent, Singapore 139951 #07-26, Singapore, Singapore 139951, SG

Financials: Private

Spectoos

Add Customer Testimonials to Your Site

4.76

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Spectoos

4.76
★★★★★
★★★★★
Add Customer Testimonials to Your Site

Spectoos is a platform that provides all the information required to optimize the customer testimonials. It helps in acquiring customers.

Highlights
Top Business Usecases : Rating and review management,Workflow management,Capturing leads
Top Features : Widgets,SEO
Spectoos Icon

Vendor: Spectoos

Company Size: 1-10

HQ Location: 14525 SW Millikan Way, Beaverton, Oregon 97005, US

Tapmango

Customer Loyalty and Online Ordering Platform

4.71

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Tapmango

4.71
★★★★★
★★★★★
Customer Loyalty and Online Ordering Platform

TapMango is a customer loyalty and marketing platform that allows any retail store or restaurant to create and manage their own customer loyalty program, all branded to their business. The solution empowers business in the apparel, automotive, beauty, nutrition, healthcare, and entertainment industries to build branded reward programs.

Highlights
Top Business Usecases : Loyalty management,Engagement management,Engaging and following up
Top Features : Gamification,Rewards,Feedback surveys
Tapmango Icon

Vendor: Tapmango

Founded: 2009

Company Size: 11-50

HQ Location: 5775 Yonge St, Suite 1801 Toronto, Ontario M2M 4J1 Canada

Financials: Private

ProveSource

Skyrocket Your Conversions with Social Proof

4.69

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ProveSource

4.69
★★★★★
★★★★★
Skyrocket Your Conversions with Social Proof
Highlights
Top Business Usecases : Engagement management,Engaging and following up,Social media marketing
Top Features : Alerts: popups & Notifications,Widgets,Landing page
ProveSource Icon

Vendor: ProveSource

Company Size: 1-10

HQ Location: Helkikey HaOr 16, Be'er Sheva, HaDarom 84451, IL

Sociabble

The Employee Communications and Advocacy Platform

4.68

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Sociabble

4.68
★★★★★
★★★★★
The Employee Communications and Advocacy Platform

Sociabble is an enterprise-level social media solution for employee communications and advocacy, social selling and Brand advocacy. It is the robust and best fit especially for global financial services with multilingual social network requirements. It digitally empowers a large and diverse group of users to stay connected through alerts and notifications on mobile devices.

Highlights
Top Business Usecases : Engagement management,Engaging and following up,Advocacy management
Top Features : Gamification,Personalization,Alerts: popups & Notifications
Sociabble Icon

Vendor: Sociabble

Company Size: 11-50

HQ Location: 22 Rue Chapon, Paris, IdF 75003, FR

Financials: Private

Cognism

Leaders in B2B Lead Generation, all-in-one globally compliant prospecting solution

4.67

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Cognism

4.67
★★★★★
★★★★★
Leaders in B2B Lead Generation, all-in-one globally compliant prospecting solution

Cognism is a B2B lead generation software created for Sales and Marketing leaders and Recruiters.

Highlights
Top Business Usecases : Generation of new leads,Account management,Engagement management
Top Features : Personalization,Recording,Dashboard
Cognism Icon

Vendor: Cognism

Company Size: 101-250

HQ Location: 92 Albert Embankment, London, England SE1 7, GB

Financials: Series B

NetHunt CRM

Simple, yet powerful CRM for small businesses

4.67

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NetHunt CRM

4.67
★★★★★
★★★★★
Simple, yet powerful CRM for small businesses

NetHunt CRM is a customer relationship management (CRM) software solution purpose-built to work closely with Gmail accounts and Google applications. It enables businesses to manage interactions and records directly from the inbox.

Highlights
Top Business Usecases : Communication management,Engagement management,Engaging and following up
Top Features : Recording,Personalization,Templates
NetHunt CRM Icon

Vendor: NetHunt

Company Size: 11-50

HQ Location: 56 Daly Street, Belize City, Belize District, Belize

Financials: Private