Wow, picking just one of the tools is harder than it seems. I mean, there are quite a few of them that provide so much value it's really difficult. Why I chose our own product? Because we use it internally quite a lot and it helps us daily with ticking different tasks off our marketing to-do lists. Whenever we want to monitor the performance of our own content, our competitors, or any keyword you could imagine, we do it with our tool.
Then there's aspect like lead generation. It's obviously easier to market B2C products but I cannot say we were not successful with finding potential customers for our tool by simply monitoring phrases relevant to our industry or phrases as simple as "can anyone recommend" or "where can I buy". Unless you haven't done it before, I think you'd be amazed by how many people ask those questions on a daily basis in relation to different products or services.