12 Most Popular Buyer Enablement Tools for 2024

“Buyers have so many platforms, tools, and avenues at their disposal now that essentially, more than 70% of their journey is complete even before they pick up the phone and talk to a salesperson” says Uday Nayar on the Demandbase podcast.

But here's the real question: How well are you guiding them through this silent majority of their journey? And, are you using the right tools to do so?

Buyer enablement tools are an example. They help move prospects along the customer journey and provide relevant information and functionality to streamline the buyer experience. 

Essentially, in a sea of competing products, buyer enablement eases customer experience and helps businesses stand out to their target audiences.

Buyer enablement tools can take the form of ROI calculators, personalized assessments, interactive demos, industry benchmarks, and more. 

And if you’re looking for platforms such as these- We've done the legwork. We consulted our sales team, tapped into LinkedIn communities, and picked the brains of buyer enablement specialists. The result? A curated list of 11 top buyer enablement tools to watch in 2024. 

Read on!

List of Best Buyer Enablement Tools for 2024

12 Top Buyer Enablement Tools: Expert Picks for 2024

1. Storylane

Storylane serves as an effective buyer enablement tool as it offers personalized demos tailored to specific buyer personas. This encourages buyers to explore the platform via interactive, self-guided product experiences.

Key features:

• Interactive product demos: Clickable HTML demos that allow buyers to explore product features at their own pace. Buyers can "test drive" the product before making a commitment.
• Buyer personalization: Customize demo content for each prospect and use multi-flow demos with branching logic to guide buyers through different product scenarios based on their needs.
• DemoHub: Create a centralized repository of demos for easy access, management, and buyer education.
• Embed multimedia: Incorporate videos, images, audio and other rich media to enhance the buyer's understanding. 

Benefits:

• No coding required - you'll feel like a demo wizard without writing a single line of code
• Helps buyers interact with key features of the product with interactive demos.
• Demo hubs offer asynchronous buyer education, allowing prospects to explore at their convenience.

Limitations:

• May require supplementation with additional resources or tools for comprehensive buyer enablement.
• It may not fully support later stages of the buying process like negotiation or 
• No unlimited user seats as of now

Pricing:

Generous free plan with paid plans starting at: 

• $500/year for screenshot demos
• $6000/year for HTML demos

Want to see Storylane in action? Take a free trial and create your first demo in under 10 minutes!

2. G2

G2 hosts user-generated software reviews and comparison tools for various B2B software categories. This helps buyers review detailed product information, use comparison tools, and use peer experiences to help make informed purchasing decisions.

Key features:

• Verified user reviews: Provides buyers with authentic, unbiased feedback from actual software users.
• Product comparison Tools: G2 enables users to select their product or software category of choice., explore top alternatives, and generate side-by-side feature comparisons
• Reports and ranks: G2 regularly releases Grid and Index reports, which are data-driven rankings of software products based on user reviews and aggregated online data
• Personalized chatbot: The chatbot helps buyers through their selection journey with real-time, AI-powered assistance and tailored recommendations
• G2 track: G2 partners with BetterCloud to help buyers optimize their software investments by managing renewals, licenses, and spending, eliminating waste, and improving ROI.

Benefits:

• Vast database of user-generated content to help with decision-making
• Enables self-service research, enhancing buyer autonomy
• Provides real-time market insights and trends
• Offers diverse content types including in-depth reviews, ratings, and comparison grids

Limitations:

• Volume of information can be overwhelming, requiring careful navigation
• Limited review coverage for niche products
• Stronger in research over later stages

Pricing:

Starts at $14,800 to $29,200 for a headcount of 200, and depends on team size

‍

3. Noble

Noble is a new-age buyer enablement platform that helps prospective buyers connect with your existing customers for honest, unbiased product feedback. Given that only 9% of buyers trust vendor content, Noble is solving this challenge by having potential buyers talk to existing ones directly. 

Key features:

1. Social graphs to identify customers: Noble takes curated lists provided by sellers, charting existing users on your prospect’s Linkedin connections for them to start a conversation
2. Automated lead qualification: The platform automatically qualifies prospects who engage with it, helping sales development representatives (SDRs) identify high-potential leads more efficiently.
3. Diversified activation: Businesses can promote Noble through various channels, including email outreach, to enhance visibility and engagement. 
4. Integrations: Noble integrates with existing CRM systems such as HubSpot, Salesforce, Pipedrive, Vendr, etc, making it easy for businesses to either upload their customer list or connect directly to their CRM.

Benefits:

• Builds trust faster than you can say "social proof"
• Streamlines the sales process through direct customer engagement.
• Enhances lead qualification efficiency for sales teams.
• User-friendly setup and integration with existing systems.

Limitations: 

• Effectiveness depends on the size and engagement of the existing customer base
• May raise privacy concerns for customers being contacted.
• Limited functionality beyond customer connections.
• Requires active participation from both prospects and existing customers.

Pricing:

Starts at $799/month

4. RevOps Charlie

The RevOpsCharlie Buyer Enablement Platform helps SaaS CROs' build quality pipeline by providing buyers with valuable insight and advice at the very start of their buying journey.

Key features:

• Custom buyer enablement platform: Create a fully hosted and managed platform generating personalized reports and advice for your prospects.
• Support your sellers: Give your SDRs and AEs peer benchmarks, bespoke analysis, or personalized report readouts to offer prospects in their outreach.
• Buyer-facing experience: Custom assessments with personalized questions for the buyer that can be embedded on landing page, or shared by SDRs and AEs
• Personalized report: The “why” behind the questions and a branded, personalized PDF report straight into the buyer’s inbox post answering the questionnaire
• Buyer analytics: Analytics such as completion rates, number of responses, duration, and types of customer interaction via questionnaires

Benefits:

• Provides a single platform for all buyer-facing interactions, reducing the need to juggle multiple tools and channels.
• Enables sales teams to tailor content to each buyer's specific needs
• Ensures buyer data and insights are readily available within the CRM
• Offers personalized PDF reports directly to buyers' inboxes

Limitations:

• Creating custom buyer enablement questionnaires for different industries might have you reaching for the coffee pot
• Initial outreach is limited to questionnaire

5. Chili Piper

Ever felt like scheduling multiple sales meeting had you reaching for that cup of coffee? Enter Chili Piper, a solution that turns your website into a 24/7 booking assistant. This tool embeds seamlessly into your site, making it easier for potential buyers to connect with your sales team.

Key features:

• Concierge feature: Convert leads to pipeline directly from web forms, G2, gifting platforms, or in-app. Qualify, route, and schedule using Form Concierge.
• Seamless scheduling: Chili Piper seamlessly integrates with popular calendar applications, ensuring that meeting details are accurately reflected across all platforms, eliminating the risk of double-bookings
• Intelligent routing: Automatically assigns leads to the right sales rep based on custom rules or via chat journeys using Round Robin or Salesforce owner.
• Live chat and custom chat triggers: Route user inquiries based on CRM data and criteria such as existing owner, company size, territory, industry, and real-time information. Customize chat triggers based on website activity, page scroll, and time on page

Benefits:

• Significantly reduces lead response time
• Improves conversion rates by making it easy for prospects to connect
• Integrates with popular CRM and marketing automation tools

Limitations:

• May require some initial setup and integration work
• Pricing can be on the higher side for smaller businesses
• Some advanced features might be overkill for simple scheduling needs

Pricing:

Starts at $72/month, along with a platform fee of $1000/month. Pricing is variable depending on the tools chosen.

6. Asssetmule

Assetmule is like Marie Kondo for your sales assets, helping you declutter and organize your digital resources so buyers can find exactly what sparks joy (or, you know, closes deals).

Key features:

• Centralized asset management: Create, customize, and organize digital assets such as interactive demos, and content using pre-designed templates in one place for easy access.
• Customizable sharing options: Share your asset as personalized interactive microsites with CTAs for your buyers and create tailored sharing links for specific audiences.
• Get buyer intent signals: Track which assets are being viewed, which drive engagement, and see the actions that buyers are taking on your assets pages 
• User permissions: Enables control over who can access and share specific assets.

Benefits:

• Simplifies asset management and distribution for sales teams.
• Enhances buyer experience through easy access to relevant resources.
• Provides valuable analytics to inform marketing strategies.
• Customizable sharing options increase engagement with targeted audiences.

Limitations:

• Initial setup and organizing assets effectively can be time-consuming 
• Limited features for direct buyer engagement beyond asset sharing.
• Ongoing management is necessary to keep assets up to date.

Pricing:

Starts at $50/month

7. Enable.us

‍

Imagine not having to juggle multiple tools—that's Enable Us by Mindtickle. This versatile platform is an all-in-one sales and buyer enablement platform that guides the buyer's journey from interest to purchase.

Key features:

• Digital sales rooms: Design multiple sales rooms using templates tailored to the sales cycle, prospect, industry, use case, and more
• Mutual action plans: With MAPs, you can assign and track tasks, set due dates, customize MAP templates, respond to buyer inquiries, feedback and get notified when tasks are completed
• Centralized content management: A library to organize and manage digital sales collateral, ensuring relevant content is always at your fingertips
• Customer reference management: Create a pre-recorded library of customer testimonials, capture and manage existing customer reviews with ease 

Benefits:

• Enhances buyer experience with personalized, accessible content
• Provides valuable insights to optimize sales strategies
• Streamlines the sales process by centralizing resources and communications

Limitations:

• May require significant setup time to fully customize and populate
• Could be overwhelming for smaller businesses with simpler sales processes
• Effectiveness depends on consistent use and updates by sales teams

Pricing:

Starts at $25/user/month

8. Relayto

Relayto provides dynamic microsites and interactive content experiences, supported by AI assistance, for personalized, self-service access to information for buyers. 

Key features:

• Interactive microsites: Create customized, branded microsites for buyers to explore product information and resources at their own pace.
• Customizable content libraries: Relayto provides a customizable content library where content can be organized and curated based on buyer's needs, preferences, industry, or stage in the purchasing journey, making it easier for them to access information
• AI-powered chatbot: Intelligent chatbot within microsites to guide buyers to related sections, answer questions, and provide quick navigation to relevant information
• Collaborative platform: Buyers can provide access to multiple stakeholders within their team to collaborate within the platform, sharing notes, comments, or questions about the content to help streamline communication and decision-making

Benefits:

• Offers a centralized, branded hub for all buyer-relevant content and interactions.
• Enables personalized, self-service access to information 
• Provides AI-assisted navigation, enhancing the buyer's ability to find relevant information quickly.
• Supports various content types and formats, catering to different learning styles and preferences.

Limitations:

• May require significant time for initial setup and content creation
• Could potentially overwhelm buyers with too much information if not carefully curated.

Pricing:

Starts at $65/month for one user

9. Alignedup

AlignedUp creates personalized digital spaces for each deal, like a virtual room where buyers and sellers can strategize, collaborate, and close deals faster.

Key features:

• Personalized Buyer Rooms: Buyers get customized digital spaces for each deal, with tailored content and resources relevant to their specific needs and stage in the buying journey
• Self-Service Content Discovery: With AI, buyers can independently find and access the most relevant information, empowering them to educate themselves at their own pace.
• Customer Project Plans: Allows buyers to assign tasks to the sales teams with auto-reminders, reducing email follow-ups 
• Collaborative Workspaces: Digital sales rooms allow buyers to add multiple stakeholders to collaborate, discuss, and make decisions together.
• Aligned AI: AI-powered chatbot that instantly answers buyer questions, providing immediate support and information.

Benefits:

• Customized buyer rooms and tailored content recommendations for relevance of information 
• Shared workspaces that facilitate faster group decision-making (goodbye, endless email chains!)
• AI-driven Q&A features that make info-gathering a breeze

Limitations:

• While strong as a digital sales room software, it may not fully support later stages of the buying process, like negotiation or implementation.

Pricing:

Starts at $29/month/seat

10. Vivun

Ever wish you could read your buyers' minds? Vivun is the next best thing - a tool that helps product teams align their roadmap with buyer needs. It's like having a direct hotline to your customers' wishlists.

Key features:

• AI-powered hero score: Quantifies the impact of your product on each deal in the pipeline and helps predict the likelihood of deal closure based on real-time insights from presales teams
• Buyer-centric roadmapping: Enables product teams to align their development efforts with market demands and sales opportunities by analyzing buyer feedback and sales data
• Win/loss analysis: The platform provides insights into the reasons behind won or lost deals, linking these outcomes to specific product features.
• Revenue impact forecasting: Vivun predicts the potential revenue impact of feature development, allowing teams to prioritize features that are likely to drive sales and improve customer satisfaction

Benefits:

• Improves product-market fit by aligning development with buyer needs
• Enhances communication between product and sales teams
• Provides data-driven insights for strategic decision-making

Limitations:

• May require a shift in organizational processes to fully leverage
• Effectiveness depends on quality of input from sales and buyers

Pricing:

Starts at $500/month

11. Qwilr

‍

Qwilr turns your sales proposals from mundane documents into engaging web experiences. It's like giving your quotes and pitches a modern, interactive makeover.

Key features:

• Interactive proposals: Qwilr enables users to create web-based proposals that include dynamic elements, making them more engaging than standard documents.
• Dynamic pricing tables: Allows buyers to adjust options within proposals and see real-time pricing changes
• Embedded media: Users can enhance proposals with various media types, including videos, GIFs, and interactive charts, which help to convey information more effectively
• E signatures and payment: Clients can sign proposals electronically with a simple click, and also pay using the same platform, streamlining the approval process and reducing delays in closing deals

Benefits:

• Significantly improves the look and feel of sales materials
• Increases engagement with interactive elements
• Streamlines the proposal creation process
• Provides insights into client interactions with proposals

Limitations:

• Learning curve for teams used to traditional document creation
• Some clients might prefer traditional PDF documents
• Advanced features might be overkill for simple proposals

Pricing:

Starts at $35/month/user

12. Juro

Juro transforms the often painful process of contract creation and management into a smooth, collaborative experience. It's like having a legal expert and a tech wizard team up to simplify your agreement process.

Key features:

• Template library: Juro provides a library of customizable contract templates, allowing users to create agreements quickly and consistently, reducing errors
• Collaborative editing: The platform allows multiple stakeholders to work on contracts simultaneously, facilitating real-time collaboration between legal, sales, and procurement teams
• E-signature Integration: Simplifies the signing process with secure electronic signatures, enabling clients to sign contracts with just a click
• Approval workflows: Streamlines the review and approval process by allowing users to set up automated workflows
• Contract analytics: Provides insights into contract performance and portfolio management where users can track key metrics and gain visibility into contract statuse

Benefits:

• Accelerates the contract creation and signing process
• Reduces errors and inconsistencies in agreements
• Improves visibility into contract statuses and terms
• Enhances collaboration between legal, sales, and procurement teams

Limitations:

• May require initial setup time to customize templates and workflows
• Could be overkill for businesses with simple, infrequent contracts
• Might face resistance from traditional legal departments

Bonus: Interactive Buyer enablement tools

Beyond buyer enablement platforms, some standalone, interactive tools also help buyers with their purchasing journey. 

These tools could provide buyers with data-driven insights and hands-on experiences, offer customized information, and address specific buyer needs.

Here are a few examples:

1. ROI Calculators

Purpose: Help buyers quantify the potential financial return on their investment in a product or service.

How they help: ROI calculators provide concrete, personalized data that can justify the purchase to stakeholders and decision-makers.

Examples:

• HubSpot's Marketing ROI Calculator: Allows users to input their specific marketing budget, goals, and current metrics to project potential ROI from using HubSpot's tools.
• Salesforce's ROI Calculator: Helps businesses estimate the potential return on investment from implementing Salesforce CRM, considering factors like increased productivity and sales growth.

2. Total Cost of Ownership (TCO) Tools

Purpose: Provide a comprehensive view of all costs associated with acquiring and operating a product or service over its lifetime.

How they help: TCO tools enable buyers to make more informed decisions by considering long-term costs beyond the initial purchase price.

Examples:

• Microsoft Azure's TCO Calculator: Compares the cost of running applications in on-premises or traditional hosting environments to Azure cloud services, factoring in hardware, software, and operational costs.
• AWS Pricing Calculator: Helps estimate the cost of running various AWS services, allowing businesses to plan their cloud infrastructure expenses more accurately.

3. Comparison Matrices

Purpose: Allow buyers to easily compare different products or features side-by-side.

How they help: Comparison matrices simplify the evaluation process by presenting key features and differences in an easy-to-digest format.

Examples:

• G2's Software Comparison Charts: Offer interactive, side-by-side comparisons of similar software products based on user reviews and feature sets.
• Airtable's Product Comparison Template: Provides a customizable framework for creating detailed product comparison matrices.

4. Buyer/Decision-Making Guides

Purpose: Decision guides help buyers understand their problems and potential solutions, guiding them through the decision-making process.

How they help: These guides offer step-by-step assistance, helping buyers understand their needs, evaluate options, and make informed decisions.

Winnie Anderson, a buyer enablement specialist, notes the importance of including readiness assessments or self-qualifying tools. “These help buyers connect with their urgency, values, and priorities, guiding them towards taking the next step - whether that's scheduling a call, starting a free trial, or making a purchase” she says.

Examples:

• HubSpot's Buyer's Guide to Marketing Automation Software: Offers a detailed walkthrough of how to choose the right marketing automation tool, including key features to consider and questions to ask vendors.
• Gartner's How to Create a Business Case for IT Investments: Provides a framework for IT professionals to build compelling business cases for technology investments.

Wrapping up

Ultimately, buyer enablement isn’t just about implementing the newest strategy or toolkit.

It’s about implementing it throughout the organization, as every position ultimately plays a role in client attraction, conversion, and retention.

A final note? Remember to give your buyers a consistent and engaging experience from the start. Brands that do this will ultimately have the most success in the long run. 

So, take these tools, align them with your goals and target audience, and watch your buyer enablement strategy transform into a lead-converting machine.