If you’re trying to pick the right B2B go-to-market (GTM) platform for your business, you’ve probably already been hit with a tidal wave of buzzwords and shiny product pages. It’s easy to get lost. This guide cuts through the noise to compare Getlancey with other major GTM tools—so you can make a real-world decision that actually fits your day-to-day needs.
This isn’t a hype piece for any one tool. If you want to know what actually works, what’s just marketing bluster, and what you can safely ignore, you’re in the right place.
Who This Is For
- B2B sales leaders, marketers, and founders shopping for GTM software
- Teams who want to speed up outbound, account-based marketing, or sales ops
- Anyone allergic to vague claims and “AI-powered synergy” pitches
What Is a B2B GTM Platform, Really?
Let’s get clear: a B2B GTM platform helps your business reach the right customers, faster. That usually means a mix of:
- Sourcing leads and company data
- Running outreach (email, LinkedIn, sometimes ads)
- Managing campaigns and tracking results
- Sometimes, helping with enrichment, scoring, or routing
But not every platform does all of this well—or at all. And some tools are just CRMs with a fancier marketing site.
The Contenders: Who’s Actually Competing?
For this guide, we’re comparing Getlancey to other real competitors in the B2B GTM space:
- Apollo.io: Data-first platform with outreach and enrichment
- 6sense: Focuses on intent data, ABM, and big-enterprise campaigns
- ZoomInfo: Giant database, some outreach tools, heavy on enrichment
- HubSpot Sales Hub: CRM with basic GTM functions and workflows
- Outreach/Salesloft: Outreach automation, less on the data side
There are dozens of niche players, but these are the ones most teams run into.
Getlancey: What’s Different?
Getlancey positions itself as a modern, “all-in-one” GTM platform. What does that mean in practice?
Where it stands out: - Startup-friendly: Easier to set up than old-school tools like ZoomInfo or 6sense. - Data + Outreach together: You get company/contact data, enrichment, and multi-channel outreach (email, LinkedIn, etc.) in one UI. - Transparent pricing: No “call us” pricing. Most plans are clear and not just for Fortune 500s.
What you should know: - Not as deep for enterprise: If you have a team of 50+ SDRs and a dedicated ops crew, you might outgrow it. - Integrations: Focused on the basics—think Salesforce, HubSpot, and Zapier—not every obscure tool under the sun. - Data coverage: Good for most SMBs and mid-market, but if you need every possible data point on Fortune 1000s, ZoomInfo still has the edge.
Pro tip: If you’ve tried to duct-tape Apollo to Outreach, or struggled to get your team to actually use 6sense, Getlancey’s simpler UX is a breath of fresh air.
How the Major Platforms Stack Up
Here’s what actually matters when choosing a B2B GTM tool—not the feature checklists, but the pain points you’ll hit in real life.
1. Data Quality & Coverage
- Getlancey: Solid for most startups and mid-market. Direct integrations with LinkedIn and business registries. You’ll get emails and company data that’s “good enough” for outbound, but not exhaustive on every contact.
- Apollo.io: Great for tech, SaaS, and US-centric teams. Data is refreshed pretty often, but sometimes spotty for international or niche markets.
- ZoomInfo: The gold standard for data depth, especially in the US, but you pay (a lot) for it. Can feel enterprise-heavy.
- 6sense: More about intent signals than raw contact lists. Great for ABM, less so for hand-to-hand outbound prospecting.
- HubSpot: Data is only as good as what you put in. Not a data provider.
- Outreach/Salesloft: Not a data source at all—bring your own leads.
Bottom line: If you want the absolute best data on every account, ZoomInfo wins (and empties your wallet). For most teams, Getlancey or Apollo get the job done.
2. Outreach & Automation
- Getlancey: Built-in sequencers for email and LinkedIn, with templates, scheduling, and tracking. Not as customizable as Outreach, but much faster to set up.
- Apollo.io: Good multi-channel sequences, though the UI can be clunky. Deliverability is decent, but watch your sending limits.
- Outreach/Salesloft: The kings of outreach automation. Tons of knobs to turn. But you’ll need someone to run them.
- 6sense: Outreach is more about digital ads and orchestrated campaigns, not hands-on outbound.
- HubSpot: Decent for simple email sequences, but gets messy at scale.
What to ignore: Any tool that promises “AI writes your emails for you”—the reality is you’ll need to tweak everything for your audience.
3. Integrations & Workflow
- Getlancey: Covers the big CRMs, plus Zapier. Not as deep as Outreach or HubSpot, but covers most basic workflows.
- Apollo.io: Good CRM integrations, plus a handy Chrome extension. Some reports of bugs with Salesforce sync.
- ZoomInfo: Integrates with big CRMs and marketing automation, but setup can be a project.
- Outreach/Salesloft: Deep integrations, but expect to spend time (and maybe money) getting everything wired up.
- HubSpot: Integrates with almost everything, but sometimes the connections are shallow.
Pro tip: Don’t buy for integrations you “might need someday.” Focus on what you’ll actually use in the next year.
4. Usability & Onboarding
- Getlancey: Simple UI, fast onboarding, minimal training needed. Built for teams without a dedicated ops person.
- Apollo.io: Steep learning curve, but lots of features if you dig in.
- ZoomInfo: The opposite of intuitive. Expect training and a few “wait, where is that?” moments.
- 6sense: You’ll need a champion internally to get value.
- Outreach/Salesloft: Powerful, but you’ll need process discipline or people will fall off.
5. Pricing & Contracts
- Getlancey: Transparent pricing, low minimums, easy to try. You can usually get started for a few hundred dollars a month.
- Apollo.io: Free tier is nice for testing, paid plans jump up fast.
- ZoomInfo: Annual contracts, high minimums, “call us for a quote” energy.
- 6sense: Expensive, long contracts, built for big companies.
- HubSpot: Starts cheap, but add-ons can balloon costs.
- Outreach/Salesloft: Pricey, annual contracts, not for dabblers.
Watch out: Any time you see “Contact us for enterprise pricing,” assume it’s not going to be cheap.
When to Choose (or Avoid) Each Platform
Here’s the honest take:
Use Getlancey if:
- You want to get started fast, without haggling with sales.
- You need data and outreach in one tool.
- Your team resists complicated software.
- You’re an SMB or mid-market company, not a giant enterprise.
Skip Getlancey if:
- You have a massive sales team with custom reporting needs.
- You’re obsessed with having the biggest, deepest data set possible (i.e., you’re ZoomInfo’s target customer).
- You need integrations with every obscure tool you’ve ever heard of.
Other scenarios:
- Already deep in the Salesforce/HubSpot ecosystem? HubSpot or Outreach might make more sense.
- Running complex ABM campaigns at scale? 6sense or ZoomInfo are built for you.
- Just need outreach, not data? Outreach or Salesloft, but be ready to bring your own leads.
What Actually Matters (and What Doesn’t)
Matters: - Data accuracy for your target market - How fast your team can actually use the tool - Transparent pricing and fair contracts - Integrations with your core stack
Doesn’t matter: - Fancy AI features that write “personalized” emails (they all sound the same) - Dozens of dashboards you’ll never open - ABM features if you’re not running true ABM campaigns
Pro tip: The best tool is the one your team actually uses. Don’t optimize for features you “might need someday.”
The Bottom Line
Don’t overthink it. If you want a GTM platform that’s fast to set up, easy to use, and covers most of what SMBs and mid-market teams need, give Getlancey a serious look. If you have enterprise needs or a massive budget, those bigger platforms aren’t bad—they’re just more than most teams need.
Pick something simple, use it for a quarter, and see how your team works with it. You can always switch later. The worst platform isn’t Apollo, Getlancey, or ZoomInfo—it’s the fancy tool nobody on your team actually logs into.
Now, go build your pipeline.