From content creation and distribution to LinkedIn sequencing to customer advocacy, demand generation is a broad and varied practice.
This isn’t your classic sales playbook that just needs a mobile phone and email address.
We’re talking complex tech stacks, deep integrations, and the ability to run across sales, marketing, support, and success.
In short, to really succeed with demand generation, you need some powerful tools in your tool belt.
And let’s be honest. It’s not as if you’re short on options.
In fact, the bigger problem is wading through the huge demand gen software market and figuring out what software platforms are worth your time and money.
In this article, we’re going to help you with that.
We’re going to discuss 13 of our favorite demand generation tools, across varied disciplines such as podcast recording, lead routing, and B2B advertising.
1. Content Optimization - Positional
For many companies, SEO and content are the backbone of demand generation.
And to succeed in this arena, you’ve got to make sure your SEO content is properly optimized. For that, we use Positional.
Positional is an AI-powered toolset for SEO and content teams.
The platform is centered around a content optimization solution, which is what we primarily use it for.
Positional helps you ensure that each piece of blog content you create covers key themes, includes important terms and keywords, and meets user experience requirements, such as the inclusion of images and subheaders.
Positional also has a bunch of other great content production features built-in, such as:
- Content planning and keyword clustering capabilities
- Keyword tracking (powered by Semrush data)
- Internal link optimization
- On-page content analytics like bounce rates, in-depth page scoring, and heatmapping
- Auto-detection of AI-written content (ideal for when you grow content operations to include external contractors)
Positional Pricing
Positional is still in private beta, so you’ll have to book a demo with their Co-founder Nate to find out more.
2. Content Publishing - Letterdrop
Letterdrop is another content-related tool that we at Warmly use as part of our demand generation strategy.
This one is all about increasing the reach of the content you publish.
We use Letterdrop to publish directly to our website (on Webflow’s CMS), and automatically post on social media platforms like LinkedIn to expand our reach.
We also take advantage of Letterdrop’s LinkedIn social selling automation. Whenever someone from our company posts on LinkedIn, we can program the post to be liked and even shared automatically by other Warmly team members.
Letterdrop has a few features that overlap with Positional, such as internal linking and SEO monitoring.
One cool unique feature of Letterdrop, though, is their integration with Gong.
You can pull insights from Gong’s sales call recording feature to understand pain points and objections and use them to power blog and sales enablement content ideation.
Letterdrop Pricing
Letterdrop has a useable free option, and costs $995 a month for their Growth plan.
3. Video Content Production - OpusClip
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When it comes to content formats to fuel a demand generation campaign, video is perhaps the ultimate option.
We use video for podcasting, webinars, explainer videos, and case studies, which we house on our media page.
For all of these video formats, we use OpusClip to create shareable videos.
OpusClip is an AI video editor. You give it a long video, and its AI engine scours the recording for the best parts that it can turn into viral clips.
It has a GPT-enabled portal, so you can make requests in plain English, like “Give me a 30-second clip from the first hour of the video.”
You can also add contextually-relevant B-roll to longer videos or cut between two cameras with active speaker detection.
OpusClip Pricing
OpusClip has a free option, with paid plans starting at $9 a month.
4. Video Editing - Capcut
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Capcut is another video editing tool that we use as part of our demand gen content creation tech stack.
Where OpusClip is more of a unique tool that couldn’t do what it does without AI, Capcut is closer to a traditional video editing suite, but with AI built on top.
It has video editing and creation features like text to speech and animations, AI editing tools like video upscaling or auto video generation, and even some photo editing tools for visual content creation.
It also has a handy mobile app, which is cool for editing content on the go from a tablet or phone.
Capcut Pricing
Capcut doesn’t appear to advertise pricing, but sources say you’ll pay in the range of $8 a month for the most basic plan.
5. Visual Content Creation - Canva
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When it comes to demand gen tools, few companies have been as disruptive as Canva.
Canva is an online graphic design tool.
It offers a ton of great templates, hundreds of fonts to use, and an easy-to-understand drag-and-drop editor.
But perhaps the best thing about Canva is that it's free.
Well, there are paid plans available (it's a freemium tool), of course, but the free version is seriously usable.
If you’re looking for the right demand generation tools for visual content creation, Canva should be at the top of your list.
Canva Pricing
As mentioned, Canva has a seriously functional free plan.
For more advanced content creation features, though, you’ll want to upgrade to a paid plan, starting at $15 a month.
6. B2B Advertising - Metadata
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Metadata is one of the few exclusively B2B demand generation software solutions on this list.
Metadata came up on the back of a great B2B advertising toolset, catering specifically to an audience running account-based marketing campaigns.
That’s still definitely where they excel. Metadata has fantastic ad automation functionality, a deep reporting and analytics suite, and some powerful audience targeting features.
Now, Metadata is expanding its offer, positioning itself as a B2B marketing OS. The idea here is that Metadata sits at the center of your demand generation marketing tech stack and helps orchestrate and automate demand generation campaigns.
As such, the solution now offers features and developments like:
- A huge range of integrations with marketing automation tools like Salesforce Pardot
- Website personalization functionality
- Lead data enrichment
Metadata Pricing
Metadata costs $60,000 a year, with a $540,000 annual ad spend limit.
If you want to spend more than that on ads, you’ll need to chat directly with the sales team to organize a custom deal.
7. Podcast Recording - Riverside
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Riverside is one of the best demand generation tools for anyone using podcasts as a content format.
We use Riverside primarily for recording remote podcasts, where the hosts and attendees are recorded using the webcam or phone.
Beyond that, Riverside has a tonne of great features that make it a seriously powerful inbound marketing tool, such as:
- AI-powered show notes
- Captions and transcriptions in over 100 languages
- A teleprompter and media board to enhance your hosting abilities
- Video editing capabilities
- Bite-sized clip generation powered by artificial intelligence
Riverside Pricing
Riverside comes in at $15 or $24 a month, depending on the plan you choose.
There is also a free plan, though it comes with limitations on content length.
8. Interactive Website Content - Outgrow
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Outgrow is somewhat unique in the demand generation software space, serving the need to create interactive website content like quizzes, calculators, and forms.
Outgrow has a bunch of different use cases.
You can use it to enhance on-page engagement, gather critical insights about customer buying preferences, or simply as a lead capture tool.
To help you get started quickly, Outgrow offers a number of helpful templates across formats like polls, surveys, and assessments.
Outgrow Pricing
Outgrow pricing starts at $14 a month, scaling up to $600 a month depending on the features you require.
9. Programmatic SEO - The.com
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The.com is an interesting tool. It uses AI to spin up web pages very quickly to target long-tail keywords.
It is ideal for demand gen efforts toward the bottom of the funnel, such as creating a bunch of “competitor vs. competitor” pages to increase your organic traffic.
The.com is more about AI-generated landing pages and programmatic website content than it is about SEO blog posts. For that, we still use human writers.
But you can use The.com for things like localized landing pages to hit local SEO requirements and to automatically generate personalized web pages that speak to the exact user on your site.
The.com Pricing
The.com doesn’t advertise pricing. You’ll have to speak with a sales rep.
10. Heatmapping - Hotjar
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Hotjar is a behavioral analytics tool centered primarily around a web page heat mapping solution.
With this heat mapping tool, you can see exactly how users interact with content on your website: what draws eyeballs, what promotes conversions, and what causes users to leave.
You can view heatmap data based on movements like scrolling or clicks or even record full user sessions and watch how they navigate your site in real time.
Beyond the heatmapping functionality, Hotjar has a few cool features to understand the impact of your demand generation efforts, such as:
- Customer surveys and questions for real-time and contextual user feedback
- 1-on-1 customer interview functionality
- The ability to compare how user behavior changes depending on the device used
Hotjar Pricing
Hotjar pricing is a little complex. You pick and choose the modules you want based on the features you require.
You’ll pay a minimum of $32 a month for the most basic heat mapping functionality.
11. Buyer Identification and Engagement - Warmly
Much of demand generation is about bringing potential customers over to your website. But then what?
You’ve spent all that time, money, and effort on generating demand. You want to know exactly who it is on your site, so at the very least, you can attribute traffic to specific demand generation programs.
That’s where Warmly comes in.
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Warmly is our AI-powered account-based orchestration platform, and it’s the perfect demand generation solution for de-anonymizing website visitors.
Here’s how it works:
When someone lands on your website, whether its via one of your content marketing tools, social media efforts, or blog posts, Warmly identifies what company they’re from, and often provides you with the LinkedIn of the exact person who visited.
You’ll also get access to data like what pages they visited and for how long, so you can properly personalize sales efforts like email outreach.
From there, you can use a combination of Warmly’s engagement features to activate an omnichannel campaign, such as an AI-driven website chatbot or automated email and LinkedIn outreach.
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Warmly Pricing
We built Warmly for the small or medium-sized business looking to scale up account-based playbooks without having to invest 6-figures in an ABM platform.
Pricing for Warmly starts at $1200 a month, but we also offer a seriously-usable free plan. Get started for free (without having to talk to a sales rep).
12. Lead Routing - Chili Piper
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Chili Piper is more or less considered the defacto lead routing tool.
On the back of a successful demand generation campaign, new leads enter the sales funnel, and Chili Piper helps you route that prospect to an appropriate inbound sales rep.
You set the routing rules so that leads get distributed based on factors that you choose, such as rep availability, territory assignment, or customer segment.
Chili Piper naturally integrates with popular lead generation tools such as Formstack and ClickFunnels, and they also offer a one-click scheduling tool to make it easy for prospects to schedule a demo or meeting directly with a salesperson.
Chili Piper Pricing
Chili Piper pricing starts at $15 per user per month.
13. Customer Knowledge - Deeto
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Deeto is something unique in this space, billing itself as a “prospect empowerment platform.”
The idea here is that Deeto connects prospects in your sales pipeline to real-life customers who are currently using your tool.
That way, prospects don’t need to rely on tools like reviews and case studies (which, let’s face it, are often a little doctored). Instead, they can get the info they need right from the source.
There’s a smart-matching algorithm that uses factors like role and company size to help prospects find the right person to speak to, or they can browse a database of customers and schedule a discussion.
Check out our podcast episode Golan Raz, the Founder & COO of Deeto: Scaling Customer Advocacy.
Deeto Pricing
Deeto doesn’t advertise pricing.
Capitalizing on demand with Warmly
If there’s one goal that all effective demand generation strategies share, it's building up enough demand for your product to produce quality leads that your sales team can actually close.
So, what happens when those warm leads come through?
Speed to lead is the name of the game here, so you need a robust solution that can help you jump on hot prospects immediately.
Warmly, our AI-powered account-based orchestration platform can help you deanonymize site traffic, funnel prospects into automated email and social outreach campaigns, and provide third-party buying intent insights to help you understand exactly when a sales rep should get involved.
But unlike other solutions, Warmly doesn’t need months of extensive onboarding, integration, and training sessions to start seeing results.
Many of our users see a positive ROI in a matter of days.
Check out Kandji booked two meetings with qualified leads in just eight minutes using Warmly.