outlined by the actions that make specific possibilities more likely to become leads. As the market gets more crowded and the buyer trip gets more complicated, having the right tools can make your marketing efforts much more effective.
I think that technology should only be added after it has been shown to be needed. Let’s look at some of the most well-known tools for creating demand. I didn’t get paid for these thoughts, and I always say to find the best tools for your needs, no matter how popular they are at the moment.
- HubSpot
HubSpot is a single platform that combines tools for operations, customer service, marketing automation, and sales. I really like this site, but I wish they would let us know when updates happen. It’s very helpful for keeping track of and nurturing leads, streamlining general marketing tasks, and getting a better idea of how your business is doing with well-designed tools, reports, and connections to almost every popular product out there.
HubSpot brings together all of your contacts and data about your customers in one place. This creates a single source of marketing truth that makes large-scale marketing stronger and more personalized. It’s very easy to use, and it has strong automation features that can help even small marketing teams work like the big ones.
HubSpot has all the features that help build demand, such as the ability to automatically send emails based on how users behave and keep track of each person’s contacts at all times. HubSpot seems to have jumped ahead of all the other options in this space, and it will soon be the only choice for everything GTM.
- ChatGPT Pro
I think that using ChatGPT Pro as a tool for thinking can help you get things done faster and better if you’ve read my other posts. It’s meant to make conversation more like talking to a person, and it can be one of your best teammates for expanding on ideas or finding holes in the content of your competitors.
Think of ChatGPT as a tool for coming up with ideas. It can take conversational input and order your thoughts, sometimes better than you can. AI is one of my favorite ways to test demand-generating activities or campaigns and see what else I can get out of my first ideas without having to make a phone call.
I don’t think marketers should use it entirely to make content, but it can help you shape your ideas and get you 40% to 50% of the way there much faster. With updates coming out almost every week, it’s quickly becoming a powerhouse once you figure out how to take it to the next level.
- Originality.ai
With the rise of AI-generated content in all fields, Originality.ai is an important service that helps you make sure the accuracy of your content, which can save you a lot of trouble.
Let’s say you hire someone to write some content or your team needs to use AI to keep up with the ideal output they need to be successful. When you want to find boring AI-generated content and find places where you can add your own unique point of view to make each piece more true to you and your brand, a tool like Originality.ai is your best friend.
- Oktopost
Oktopost runs social media for B2B companies as its main business. Its tools are made to keep track of and improve how social media affects business growth.
Teams of any size that want to learn more about social media need to have Oktopost. This tool is very helpful for managing, keeping an eye on, and measuring how well social campaigns are doing. It can also show how they help generate leads and make money.
It is a useful tool for keeping your whole go-to-market (GTM) team engaged and on the same page on LinkedIn. It helps because it lets you schedule posts for your team, see how engaged your audience is, and encourage your sales team to stick to a regular posting routine. Oktopost has helped every company where I’ve worked.
- Ahrefs
Without a doubt, Ahrefs is my favorite SEO tool. However, those others will be enough to get SEO right.
Ahrefs gives you the most complete picture of the search landscape in your market by keeping an eye on your rivals’ results and helping you improve the performance of your own content in organic search. I love Ahrefs because it has the best backlink analytics, the fastest way to make sure you’re not competing with your keywords, a ton of awesome competitor analytics, and more detail in the opportunities within individual queries. It works without any problems.
- Lucky Orange
Lucky Orange gives you real-time data and tools for recording your screen to see how people use your website.
You need to know how to use heatmapping to understand how to optimize conversion rates, and Lucky Orange can help you and your team make your site run better. The tool lets you see what people are doing on your website. Scary? Yes. Important? 100%.
Users can tell you where they click, how far they scroll, and where their cursor likes to stay on your website or a specific landing page. This gives you info that you can use to improve the user experience and get people to behave in the way you want them to.
- Drift
Even though everyone has a different view on chatbots, one thing is for sure: people are still using them. Drift is the original company for interacting with customers because they were the first to combine conversational marketing and sales platforms so that you could have real-time conversations with possible customers on your site.
With chatbots and personalized messages, Drift’s conversational AI helps buyers through the buying process, which speeds up the process and increases the chance of conversion. When someone visits your site, you should quickly and honestly interact with them.
Even though it costs a lot to use, Drift makes it easy to get information about visitors and make interactions more personal by picking up talks where they left off on each visit. If you nail your ICP, it can be a big way to get people interested in your product and raise demand at all levels.
- Canva
I’m not afraid to say that Canva’s story is one of the most amazing underdog business stories ever. With a tool that doesn’t do as much, they went up against the King Kong of creative development and beat him big time. Why? They have a clear idea of who their target is.
Canva says it makes design accessible to people who aren’t artists by letting teams make graphics that look professional quickly and without having to learn special skills. They make design time much faster, whether you’re a creator or not, because they’re always getting better.
Many of the things that we marketers do to create demand depend on creative and visual features. It’s easier and faster to use Canva, and it costs less than other options. Canva doesn’t let you make videos that are ready for commercial use like some other tools do, but it does 95% of what most B2B teams will ever need for things they do in-house.
- Metadata.io
Metadata.io automates every step of your digital advertising efforts, and now it even uses AI to make sure your ads are shown to the right people.
One of my favorite things about Metadata.io is that they saw how bad the interfaces were on social media sites where marketers spend thousands of dollars on ads and decided to make an interface that you’ll never have to leave. Yes, you can make and run all of your ads from Metadata.io and get a lot of different kinds of reporting stats with the click of a button.
Without platform data, you won’t have a very good idea of what’s going on with your ads on any given platform. How they went about doing experiments is almost as important as the huge problem they solved. Marketing teams can save days of work with Metadata.io because it lets them make different versions of ads and start tests automatically with the click of a button. I think you should try these if you haven’t already.
I strongly think there is a strategic time to add such a complete advertising platform to your tech stack. To get the most out of a tool this powerful, you should know exactly what your message is, who your audience is, and where they live every day.
In conclusion
As long as creating demand is a goal for all marketing teams, you should look into the many technology options that can help all marketing efforts run more smoothly or better.
