If you’re in charge of picking new B2B GTM (go-to-market) software, you already know the pitch: “AI-powered,” “personalized at scale,” “automate everything.” It sounds like magic. But after a few demos, the lines between tools blur. If you’re reading this, you want the straight scoop—what actually works, what’s smoke and mirrors, and what you’ll regret a year from now.
This guide breaks down Bhuman compared to other B2B GTM software. It’s for sales and marketing leaders, founders, and anyone who wants to get real results without burning budget on features you’ll never use.
What Counts as B2B GTM Software?
Let’s get on the same page. “B2B GTM software” covers a lot, but in this context, we’re talking about tools that help you:
- Find and engage prospects
- Personalize outreach (sometimes with AI)
- Automate follow-ups and scheduling
- Track engagement and pipeline
Think Bhuman, Outreach, Apollo.io, Lemlist, Reply.io, and a handful of others. We won’t cover heavy-duty CRMs like Salesforce; those are a different beast.
Bhuman: What’s Different? What’s Hype?
Bhuman is all about AI-driven video personalization for outbound sales. The promise: record one video, and their tech creates hundreds (or thousands) of personalized versions, swapping in each prospect’s name, company, and other details. It aims to make cold outreach feel warm—without you spending all day making selfie videos.
What works:
- Personalized video at scale: This is Bhuman’s bread and butter. If you want to stand out in crowded inboxes, personalized video can help—at least until everyone else starts doing it, too.
- Easy-to-use editor: You don’t need to be a video pro. The UI is straightforward. Record once, set dynamic fields, upload your list, and let Bhuman do the rest.
- Integration with existing workflows: You can push these videos into your outbound sequences (email, LinkedIn, etc.) pretty easily.
What’s hype (or not ready for primetime):
- AI voice and lip sync: It’s good, but not perfect. For some names and tricky pronunciations, it can look or sound “off.” If your prospects are sharp, they might notice.
- “Guaranteed reply rates”: No tool can honestly promise this. Video helps, but if your message stinks, you’re still ghosted.
- Analytics: Bhuman tracks views and clicks, but it’s not a full analytics suite. Don’t expect deep funnel attribution out of the box.
The Main Players: How They Stack Up
Let’s put Bhuman next to other big-name B2B GTM tools in three major categories: personalization, automation, and usability.
1. Personalization
Bhuman: - Video-first, hyper-personalized. Unique in this space. - Dynamic variables for name, company, etc. - Human-like, but sometimes uncanny valley with names or voices.
Outreach / Salesloft: - Heavy on text-based personalization. - Templates, snippets, and some AI suggestions (think: “Hey, insert this trigger event!”). - No native video personalization—though you can hack it using Vidyard or Loom links.
Lemlist: - Does video and image personalization, but not as slick. Manual effort unless you go deep on templates. - Good for adding custom images with names/logos on coffee cups, LinkedIn screenshots, etc.
Apollo.io / Reply.io: - Focused on text, with some basic email personalization. - No real video options built-in.
Bottom line: If video personalization is your play, Bhuman’s got a real edge. For text, the others are solid. If you just want basic “First Name” swaps, almost any tool will do.
2. Automation and Multi-Channel Outbound
Bhuman: - Not an all-in-one sequencer. It generates video assets; you plug those into your existing sequences. - No built-in sequencing or multi-channel campaigns. - Integrates with outbound tools, but you’ll need to set up workflows.
Outreach / Salesloft: - Outbound sequencing is their whole deal. Multi-step, multi-channel (email, calls, LinkedIn, tasks). - Automated follow-ups, A/B testing, branching logic. - Deep Salesforce integration.
Lemlist: - Email sequencing, LinkedIn steps, some phone integration. - Not as powerful as Outreach/Salesloft, but more approachable for small teams.
Apollo.io: - All-in-one platform: prospecting database, sequencing, email, calling. - Decent, but not best-in-class for any one thing.
Reply.io: - Strong on email, LinkedIn, and even SMS sequences. - Automation is flexible, but UI can be clunky.
Bottom line: Bhuman isn’t a sequencer or CRM. It’s a video engine you bolt onto your outbound campaigns. If you want one tool for everything, look elsewhere.
3. Usability and Setup
Bhuman: - Quick to set up. Record one video, map variables, upload CSV, done. - No need for a technical person. - Some trial and error with pronunciation and dynamic fields.
Outreach / Salesloft: - Steep learning curve. Tons of features, lots of settings. - Onboarding help is usually needed.
Lemlist / Apollo.io / Reply.io: - Middle of the road. Lemlist is more DIY-friendly, Apollo.io tries to do too much, which can slow you down.
Bottom line: If you want to get started fast, Bhuman is hard to beat. But it’s a one-trick pony. The big platforms are powerful but take time to wrangle.
The Features That Actually Matter (and What to Ignore)
Features That Move the Needle
- Real personalization: If your prospects are getting swamped, text-only “personalization” is background noise. Video and image stand out—at least for now.
- Multi-channel support: You need to reach people where they are. Email, LinkedIn, phone—ideally all three.
- Easy list uploads and segmentation: The less time you spend cleaning data, the more time you spend selling.
- Actionable analytics: Open rates are nice, but replies, meetings booked, and pipeline generated are what you should track.
Features You Can Ignore (Most of the Time)
- AI writing assistants: They’re everywhere, and most sound generic. Your best reps will always write better.
- “Intent data”: Feels promising, but rarely as accurate or timely as vendors claim.
- Endless template libraries: You’ll end up rewriting them anyway.
Real-World Scenarios: When to Choose Bhuman (and When Not To)
Bhuman is a strong fit if:
- You’re running targeted outbound campaigns and want to stand out.
- Your average deal size justifies the extra effort (think: $10k+/deal).
- You already have an outbound engine—Bhuman just adds the flair.
Bhuman is not ideal if:
- You want a single platform for prospecting, sequencing, and reporting.
- Your team is tiny and bandwidth is tight (video takes a bit more prep).
- Your audience is unlikely to watch videos (some industries just won’t).
Pro tip: Try Bhuman for a small segment—maybe your top 100 accounts. Measure replies and booked meetings versus your regular text-only campaigns. Don’t roll it out to everyone until you see real lift.
Pricing and ROI: What’s Worth Your Budget?
- Bhuman: Pricing is by seat or by usage (video credits). Not cheap, but less than hiring a full-time SDR to make custom videos.
- Outreach / Salesloft: Expensive, especially for small teams. But you’re paying for a mature platform.
- Lemlist / Reply.io / Apollo.io: More affordable, but you get what you pay for. Some corners are cut on support or features.
Tip: Always negotiate. And don’t get locked into an annual contract before you’ve run a pilot.
Keep It Simple: Don’t Overthink Your Stack
Most teams need fewer tools, not more. If you’re already having trouble getting reps to use your current software, adding another platform won’t fix it. Start small. Test Bhuman or any of these tools with a pilot. Let results—not hype—drive your next move.
Chasing the “next big thing” in sales tech is tempting. But honestly, the basics still work: good targeting, clear messaging, consistent follow-up. Use tools like Bhuman to help, not to replace, what actually moves deals forward.