Now that summer is coming to an end, we’re excited to share some key findings from our much-anticipated G2 Summer 2024 Reports.
Staying informed is essential in the fast-paced world of B2B software and services. That’s why, in addition to our real-time category grids on G2.com, we publish quarterly market reports that detail the latest rankings.
The Summer 2024 report is particularly noteworthy as it provides insights into the performance and satisfaction levels of various market intelligence software. These reports not only reflect the current state of the market but also offer a deeper understanding of how different solutions are meeting the needs of businesses.
As the reports have been published, I’m taking the opportunity to highlight the key takeaways. This analysis can help businesses identify trends, recognize top-performing tools, and make informed decisions that align with their strategic goals.
What is market intelligence software?
Market intelligence software gathers, analyzes, and presents data about market conditions, consumer behavior, and industry trends. It helps businesses gain insights into their target markets by collecting data from various sources, such as public information, customer feedback, and industry reports.
The goal is to provide companies with actionable intelligence that can be used to make informed decisions about marketing strategies, product development, and overall business direction.
Unlike competitive intelligence tools, which focus on analyzing competitors, market intelligence software primarily focuses on understanding broader market dynamics and consumer preferences. It allows businesses to track trends, segment markets, and identify opportunities or threats, ultimately helping them stay competitive and make data-driven decisions.
Top-ranked market intelligence products in G2's Summer 2024 Grid® Report
The table below shows the top-ranking products in G2's Summer 2024 Grid® Report for the Market Intelligence category.
The report reveals a slight shift in the rankings of the top five overall category leaders since the Summer 2024® Grid Report. The most notable change is ZoomInfo Sales, climbing to our top spot, previously held by Similarweb.
Beyond this, the top 10 products have mostly maintained their positions, with one notable new entry among the software leaders: Demandbase One. Demandbase One has made a significant leap, increasing its score from 55 to 61, earning its place among the top software leaders. The top five products show strong performance, with overall G2 scores between 68 and 97.
Exploring the Simple Six ratings to gauge customer satisfaction levels
Like any other industry, the software sector thrives on customer satisfaction. On G2, satisfaction is assessed using the Simple Six metrics: Meets Requirements, Ease of Admin, Ease of Doing Business With, Quality of Support, Ease of Setup, and Ease of Use.
The table below showcases the customer ratings for the top five overall category leaders in the Summer 2024 Market Intelligence Reports, evaluated across these six metrics.
The top five market intelligence software have mastered the art of getting straight 90s. This consistency is a clear indicator that the leaders in this space are setting the bar pretty high for customer satisfaction.
For the top five market intelligence solutions, there appears to be a discrepancy between user adoption rankings and other aspects of user happiness. Despite strong satisfaction ratings—more than 90%—in areas such as Meets Requirements, Ease of Doing Business With, Ease of Admin, Quality of Support, and Ease of Use, user adoption remains low at 61%.
This shows that, while customers find these products functional and simple to use, they may not be widely adopted across businesses. Some possible explanations for this disparity include gaps in training and onboarding, niche utility for certain tasks rather than overall organizational appeal, and resistance to change inside firms. To increase adoption, businesses may need to prioritize stronger internal outreach, enhanced training, and integration into existing operations.
A brief glance at the Summer 2024 Momentum Grid® Report for the Market Intelligence category reveals that the momentum score rankings have shifted significantly between the summer and spring reports.
Semrush notably surged from 4th to 2nd place, with a remarkable 21-point momentum score increase, demonstrating strong upward movement within a single season. This seems to be a trend, as ZoomInfo Sales and AlphaSense have also improved their momentum scores and rankings.
Tip: A momentum score measures a product's recent growth and market traction based on metrics like user reviews, web traffic, and social media activity.
Two new entries—Similarweb and Klue—appear in the top five during the summer, displacing Connectbase and Databook from the spring rankings, and showcasing dynamic shifts in the Market Intelligence space.
Evaluating market intelligence software based on business segment fit
When selecting B2B market intelligence software, it’s essential to consider factors like accuracy, features, scalability, ease of use, cost, ROI, support, and security. Additionally, product fit based on the business segment is crucial.
For example, the graph shows that Semrush is highly popular among small businesses, with 65% of its users being from companies with 50 or fewer employees. Meanwhile, Crayon caters to larger enterprises, with 63% of its users coming from companies with over 1,000 employees, indicating a better fit for complex, large-scale needs.
Expanding your search for market intelligence software
Another key takeaway from G2’s data is that many products in the Market Intelligence category are also found in the Competitive Intelligence and Sales Intelligence categories. This suggests that companies can benefit from exploring software across other categories to make more informed decisions.
G2 facilitates transparency by offering insights into different B2B software categories, including features, competitors, and customer reviews. With the addition of Monty, G2’s AI assistant, selecting the most suitable market intelligence tool, or any other software, has become easier than ever.
Learn more about G2’s Summer 2024 Reports and how they serve as a guide for buyers’ unique business needs!
Edited by Jigmee Bhutia
Know your market
by Blue Bowen
