SEMRush: probably my favorite SEM tool & inexpensive

SEMRush is being used by the organization primarily within the marketing department. Our technical marketing employees, content writers, and international marketing heads like to use the tool. There is a wide array of users that find value in SEMrush. It helps us measure our reach and performance, our competitors' strategy and performance, gaps in our existing strategy, and identify opportunities for our content and messaging. Mainly it all boils down to our brand awareness, traffic to our website, trust-building in the market, and all of this drives users down the funnel to a buying decision.