If you’re in B2B marketing, you’ve probably been told you need a social listening tool. But there’s a lot of hype and not enough substance when you start looking around. This guide is for anyone who actually has to pick one—without getting stuck in demo hell or spending a fortune on something their team barely uses. We’ll cut through the fluff and compare Brandwatch to the main alternatives, so you can get what works and skip what doesn’t.
1. Get Clear About What Social Listening Really Does (and Doesn’t)
Before you get dazzled by dashboards and “AI-powered insights,” let’s get brutally honest: social listening tools aren’t magic. Here’s what they’re actually good for in B2B:
- Tracking brand and competitor mentions across public social networks and some forums.
- Spotting trends and issues early, if your audience is vocal online.
- Finding influencers and topics in your space.
- Measuring share of voice (but take those numbers with a grain of salt).
But here’s what they won’t do: - Give you private posts or closed community data (Slack, private LinkedIn groups? Forget it). - Replace good old-fashioned customer calls or analyst research. - Instantly surface “actionable insights” without you doing some digging.
Pro tip: If your customers aren’t active on Twitter/X, Reddit, or public LinkedIn, lower your expectations. A lot of B2B chatter happens in private, not on open social.
2. List Your “Non-Negotiables” Before Demo Shopping
Don’t start with a tool. Start with what you actually need. Grab a notepad and jot down:
- Which channels matter to you? (LinkedIn, Twitter/X, Reddit, news, blogs?)
- What’s your reporting cadence? (Real-time alerts or just monthly recaps?)
- Do you need integrations? (Slack, Salesforce, Power BI?)
- How technical is your team? (Will they customize dashboards or just want exports?)
- What’s your budget? (Be honest—these tools range from “expensive” to “are you kidding?”)
When you’re clear on these, you’ll cut demo time in half and avoid getting upsold on features you’ll never use.
3. Know the Big Players: Brandwatch vs. the Rest
Let’s be real, the market is crowded. Here’s a quick, unvarnished look at Brandwatch and the other main contenders:
Brandwatch
- Strengths: Huge data coverage (especially for Twitter/X and Reddit), flexible dashboards, and pretty solid historical data. Plays nice with lots of integrations.
- Weaknesses: Expensive, especially for smaller teams. LinkedIn coverage is spotty (but that’s true for everyone—LinkedIn keeps a tight lid on its data). Takes some time to master.
- Best for: Teams with complex needs, decent budget, and people willing to learn the platform.
Talkwalker
- Strengths: Strong image recognition, decent coverage on non-English sources, customizable alerts.
- Weaknesses: Interface can feel clunky; export options are sometimes more limited than you’d like.
- Best for: Global brands, or those who care about visual listening.
Sprout Social
- Strengths: Combines social listening with publishing and engagement. Easy to use.
- Weaknesses: Listening features are just “good enough”—not as deep as Brandwatch or Talkwalker. Gets pricey if you need advanced functions.
- Best for: Teams who want an all-in-one social tool, not just listening.
Meltwater
- Strengths: Good news/media monitoring, okay social listening, strong PR tools.
- Weaknesses: Social data is wide but sometimes shallow. Interface is outdated. Support can be hit-or-miss.
- Best for: PR-heavy teams, or those who want traditional media monitoring with some social data on the side.
Mention
- Strengths: Simple, affordable, easy to set up.
- Weaknesses: Not as powerful as the others. Limited customizations, basic analytics.
- Best for: Small teams or solo marketers who just need the basics.
What to ignore: Don’t get distracted by “AI sentiment analysis” claims—none of these tools truly understand nuance in B2B conversations. You’ll still need to check the actual posts.
4. Dig Into Data Coverage—It’s Not All the Same
Here’s the dirty secret: no tool gives you everything. In B2B, LinkedIn is king, but all tools get limited public data from it. Twitter/X and Reddit? Much better coverage.
- LinkedIn: Most tools only pull company page posts, some public comments, but not personal profiles or groups.
- Twitter/X, Reddit, Blogs: This is where tools like Brandwatch shine.
- News and Forums: Some tools (Meltwater, Talkwalker) do a better job here.
Ask vendors: - “Can you show me exactly what you pull from LinkedIn for companies like mine?” - “How far back does your historical data go—and is that included in the price?” - “Can I see a sample export?”
Pro tip: If you care about sales intelligence or private community insights, you’ll need other tools (or, honestly, a good research process).
5. Check Real Reporting and Workflow Features
Don’t just look at dashboards in a sales demo. Ask yourself:
- Can you actually export the data you need? (Some tools lock down exports or limit them by plan.)
- Can you set up alerts for spikes, crises, or specific keywords?
- Can you create custom reports for execs—without needing a data scientist?
- Does the tool integrate with your workflow? (Slack, Teams, Google Slides, etc.)
A lot of B2B teams end up manually copying charts into PowerPoint because their “enterprise” tool makes reporting a pain. Don’t be that team.
6. Push for a Real Trial—Not Just a Polished Demo
Demos are designed to wow you. Trials show the truth.
- Get a real trial account (even if it’s just for a week).
- Test with your actual queries: Search your brand, competitors, industry terms.
- See what’s missing: Are you seeing the posts you care about? Or just noise?
- Time how long it takes to set up a useful report. If it’s more than 1-2 hours, you’ll end up avoiding it.
Warning: Some tools make it hard to get a real trial. That’s not a great sign—if they’re confident, they’ll let you test it.
7. Watch Out for Hidden Costs and Contract Shenanigans
Here’s where a lot of teams get burned:
- Data limits: Some vendors cap the number of mentions or exports per month.
- User seats: Want your whole team to have access? That’ll cost extra.
- Add-ons: Historical data, premium integrations, or “AI” features often cost more.
Always push for clear pricing—in writing—and watch for auto-renew clauses in contracts.
8. Get Real Feedback From Actual Users
Don’t just trust G2 or vendor case studies. Ask for references:
- “Can I talk to a customer in B2B with a similar team size?”
- “What do you wish you knew before you picked this tool?”
- “How’s the support, really, once the contract’s signed?”
Check Reddit, Slack groups, or your LinkedIn network for unfiltered takes. Most marketers are happy to tell you what annoys them.
9. Make Your Pick—But Don’t Overthink It
After all this, you’ll probably find that a few tools tick 80% of your boxes. That’s enough. Don’t get paralyzed trying to find the “perfect” tool—it doesn’t exist, especially in B2B.
- Pick the one that’s easiest for your team to actually use.
- Start with a short contract, if you can.
- Revisit in 6-12 months. Your needs will change, and so will the tools.
Summary: Keep It Simple, Keep Moving
Social listening tools can help you spot trends, keep tabs on competitors, and make smarter marketing moves—but only if you pick one that fits your actual workflow and budget. Don’t get dazzled by flashy features or vendor hype. Start small, get real feedback, and don’t be afraid to change tools as your needs evolve. The best tool is the one your team will actually use—so pick, launch, and keep it moving.