Looking for a tool to help your B2B sales team actually find and convert leads—without wasting time or money? You’re not alone. There are dozens of platforms promising to automate your outreach, fill your pipeline, and work magic on your conversion rates. Most fall short. Some are genuinely useful, but not for every business or workflow.
This guide is for sales leaders, founders, and marketers who want straightforward answers: How does Luna stack up against the big names in B2B go-to-market (GTM) tools? What’s hype, what’s real, and where should you actually invest your energy?
Let’s cut through the noise and dig in.
What Is a B2B GTM Tool, Anyway?
Before we compare anything, let’s define the category. “Go-to-market” (GTM) tools cover a lot of ground—prospecting, lead generation, outreach, CRM, analytics. The line between “GTM tool” and “sales tech” is blurry, but for lead generation and conversion, the main players fall into a few camps:
- Prospecting Tools: Find and verify contact info (e.g., Apollo.io, ZoomInfo)
- Outreach & Sequencing Platforms: Automate email/LinkedIn campaigns (e.g., Outreach, Salesloft)
- Intent & Enrichment Tools: Add context and signals to leads (e.g., Clearbit, 6sense)
- All-in-One Platforms: Try to cover everything, with mixed results
Luna and its competitors usually fall into one or more of these buckets.
Luna at a Glance
Luna pitches itself as an AI-powered B2B lead generation assistant. The promise: it finds leads, crafts personalized emails, and helps you manage outreach in one place. Think of it as a prospecting tool mashed up with an outreach platform, with a heavy dose of AI.
Key features:
- AI-driven lead recommendations (based on your ideal customer profile)
- Automatic email drafting, with some basic personalization
- Simple pipeline and task management
Luna’s big differentiator? It aims to handle both finding and reaching out to prospects on autopilot, with less manual wrangling than most tools.
The Main Contenders: Who Are We Comparing?
Let’s pit Luna against a few of the most popular B2B GTM tools for lead generation/conversion:
- Apollo.io: Prospecting database + outreach + enrichment
- ZoomInfo: Massive B2B database, enterprise-level enrichment
- Outreach: Email and multi-channel sequencing
- Salesloft: Sequencing, analytics, and coaching tools
- HubSpot Sales Hub: CRM with built-in email and automation
- Clearbit: Enrichment and intent data (often used to boost other tools)
We’ll look at where Luna fits, where it shines, and where it just isn’t enough.
Comparing Features: What Actually Matters?
Here’s a side-by-side look at the key functionality you probably care about. (Skip the fluffy “powered by AI” claims—here’s what these platforms really do.)
| Feature | Luna | Apollo.io | ZoomInfo | Outreach | Salesloft | HubSpot Sales Hub | Clearbit | |--------------------------|-------------|-------------|------------|------------|------------|------------------|--------------| | Lead Database | Built-in | Built-in | Best-in-class | None | None | None | None | | Email Sequencing | Basic | Good | Basic | Best-in-class| Best-in-class| Good | None | | AI Personalization | Good | Decent | Minimal | Minimal | Minimal | Good | Minimal | | CRM / Pipeline | Basic | Basic | None | None | None | Full CRM | None | | Enrichment/Intent Data | None | Decent | Best-in-class | None | None | Basic | Good | | Ease of Use | High | Medium | Low | Medium | Medium | High | Medium | | Price (mid-market) | $$ | $$ | $$$ | $$$ | $$$ | $$ | $$ |
- Luna: Great if you want an all-in-one starter, but you’ll outgrow it if you need serious data or complex campaigns.
- Apollo.io: Strong database, good outreach, but UI isn’t always beginner-friendly.
- ZoomInfo: Data juggernaut—expensive, heavy-duty, and often overkill unless you’re a large team.
- Outreach/Salesloft: Best for large, multi-step outbound campaigns, but require solid data sources and setup.
- HubSpot: Good all-rounder, but can get pricey fast; better if you’re already using it as your CRM.
- Clearbit: Good enrichment add-on, not a standalone solution.
Where Luna Wins (And Where It Doesn’t)
What Luna Does Well
- Simple Setup: You can get going in under an hour. No need for a sales ops team.
- Automated Lead Recommendations: It’ll suggest who you should reach out to without you needing to build endless filters.
- AI Email Drafts: Saves time, especially if you’re just starting out or hate writing cold emails.
- Affordable for Small Teams: Pricing is reasonable for what you get.
Where Luna Falls Short
- Database Depth: The lead database just isn’t as big or deep as what you’ll get from Apollo or ZoomInfo, especially for niche industries.
- Customization Limits: If you want granular control over sequences, triggers, or A/B testing, Luna’s more “set it and forget it.”
- Team/Complex Needs: If you’re running a big outbound team or need integrations with tons of other tools, Luna’s not mature enough yet.
Honest take: Luna is great for early-stage teams or solo sellers who want to get moving fast. If you need serious horsepower, you’ll probably bolt on other tools as you grow.
The Rest: Pros, Cons, and When to Ignore the Hype
Apollo.io
Pros: - Huge lead database with good filtering - Built-in email sequencing and enrichment - Decent for both outbound and inbound prospecting
Cons: - UI can be clunky - Data accuracy is hit-or-miss in some regions - Gets expensive as your team grows
Ignore the hype if: You only need a handful of leads or you’re allergic to product bloat.
ZoomInfo
Pros: - The gold standard for B2B data, especially for enterprise - Powerful enrichment and intent data
Cons: - Expensive (think: enterprise budgets) - Massive overkill for small teams or startups
Ignore the hype if: You’re not ready to drop serious cash or don’t need to reach every Fortune 500.
Outreach & Salesloft
Pros: - Excellent sequencing for outbound teams - Strong analytics and workflow features
Cons: - No built-in leads—you’ll still need a data provider - Overly complex for small teams
Ignore the hype if: You don’t have a dedicated outbound motion or a team big enough to justify the cost.
HubSpot Sales Hub
Pros: - Good CRM, nice UI, solid for all-in-one sales/marketing - Email tools are decent
Cons: - Can get expensive as you grow - Not as specialized for outbound prospecting
Ignore the hype if: You’re not already using HubSpot. It’s a pain to migrate just for the sales tools.
Clearbit
Pros: - Great enrichment and intent data - Integrates well with other tools
Cons: - Not a full GTM platform on its own - Data quality varies by industry/region
Ignore the hype if: You’re not ready to plug it into other systems.
What About “AI” and Automation?
Every tool now claims to be “AI-powered.” Some actually use AI for things like email personalization or lead scoring. Most just slap the label on basic automation.
- Luna’s AI is genuinely helpful for writing emails and picking leads, but don’t expect magic. You’ll still need to review and tweak.
- Apollo and others are starting to add AI, but most use rules-based automation with a sprinkle of AI for subject lines or snippets.
Pro tip: No tool will write the perfect cold email for your product. The best results still come from testing and tweaking your messaging.
How to Choose: A Practical Checklist
- What’s your real need?
- Just starting? You want something simple—Luna or Apollo.
- Already have a CRM and outbound process? Outreach or Salesloft might fit.
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Need best-in-class data? ZoomInfo, if you can swallow the price.
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How much do you want to mess with setup?
- Minimal time? Luna or HubSpot.
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Willing to tinker? Apollo or Outreach.
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How deep is your pocket?
- Small team, limited budget: Luna, Apollo, maybe HubSpot.
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Large team, real budget: ZoomInfo + Outreach/Salesloft.
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How much do you value data accuracy and targeting?
- Niche audience? Apollo or ZoomInfo.
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Broad SMB? Luna or HubSpot will probably suffice.
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What’s your appetite for complexity?
- Lean team: Avoid stacking too many tools. Start simple.
- Growth stage: Plan for integrations, but don’t over-engineer.
Pro Tips for Getting the Most from Any GTM Tool
- Never trust the default email scripts. Personalize, even if it’s just a line or two.
- Don’t buy more data than you’ll use. Most teams overpay for huge databases and only reach out to a fraction.
- Start small, iterate fast. Get a handful of leads through the funnel before scaling up or stacking tools.
- Automation is a tool, not a strategy. If your messaging stinks, no amount of AI will fix your conversion rate.
Bottom Line
There’s no perfect GTM tool for every B2B team. Luna is a solid choice for small teams or anyone who wants to get started fast without a lot of fuss. Apollo and ZoomInfo give you more data, but at a price. Outreach and Salesloft are powerful for big outbound motions, but can be overkill if you’re not running a scaled team.
Start simple. Don’t get distracted by every new feature or “AI-powered” promise. The best results come from using the tool you’ll actually stick with—and then improving as you go. Iterate, measure, and don’t be afraid to cut what isn’t working. That’s how you win at lead generation and conversion.