Tools & Software

A variety of tools and software solutions can support the profiling process – from data gathering and analytics platforms to template generators. Below is a table summarising our favourite tools, along with their primary use cases in B2B marketing profiling:

Tool/Software	Use Case & Features
Crystal	A Chrome extension that adds a layer of persona intelligence on top of LinkedIn. Includes psychographic insights useful for building persona profiles based on common attributes that you could identify across known individuals.
SparkToro	A tool that leverages social media to profile demographic and behavioural attributes of a given audience based on search preferences and websites they visit.
Yasna	Conduct (AI) powered interviews at scale. Whilst in-person interviews are always preferable, this is a good fallback if you have limited time/resources.
Bonjoro	Built for collecting video testimonials but also useful for repurposing into persona research platform.
Wynter	Enterprise level market research platform for B2B. Powerful insights and PAYG pricing available (albeit at a cost).