I would say that while some of the 500 Inc. Companies are actually developing there own tools and automation. Now the rest are either utilizing some of the Name-Brand tools and platforms out there (MOZ, ahref.com, raventools, etc.) or they are hiring other 500 Inc. companies that specialize in Online Marketing to do their SEO, Online Lead Generation, Internet marketing.

I think that it really depends upon where your funding level is at. I will say that as far as Conversion Rate Optimization goes, any of the tools and companies of Tim Ash are an excellent investment . One of his companies SiteTuners.com is actually very affordable as far as pricing goes and I can drastically increase your website's Conversion Rate.

I you have any question questions or concerns you can feel free to call me.