If you're hunting for a B2B go-to-market (GTM) platform that actually does what it promises—and doesn't just empty your wallet—you're in the right place. This guide cuts through the noise to compare Rb2b with other well-known B2B GTM solutions. We’ll look at real features, what actually helps sales and marketing teams, and what’s just window dressing.
Whether you’re in sales ops, revenue leadership, or running demand gen for a scaling enterprise, this is for you. No fluff, no shiny-object syndrome—just a practical look at what matters.
What Counts in a B2B GTM Platform? (Spoiler: Not Buzzwords)
Before you get lost in feature lists, let’s get clear about what actually drives value:
- Data accuracy and coverage: Is the contact and company data up-to-date and actually usable?
- Workflow integration: Does it play nice with your CRM, email, and sales tools, or does it create more work?
- Actionable insights: Are you getting real signals (intent, engagement, fit), or just noise?
- Usability: Can your team use it without a PhD or a three-week onboarding?
- Cost vs. ROI: Are you paying for stuff you’ll never use, or does it actually move the needle?
Let’s see how Rb2b and its competitors stack up where it matters.
Key Players: Who’s in the Mix?
Here are the main contenders you’ll see in the enterprise B2B GTM space:
- Rb2b: Newer on the scene, pitching itself as a practical, data-driven GTM platform for B2B teams.
- 6sense: Known for AI-driven account identification, intent data, and orchestration.
- Demandbase: Focuses on account-based marketing and sales, with a heavy data/AI angle.
- ZoomInfo: The big dog for B2B contact/company data, with sales and marketing add-ons.
- Apollo.io: Popular for its mix of data, email outreach, and some automation—especially for scrappier teams.
- Others: You’ll hear about Clearbit, Lusha, and a dozen more, but let’s focus on the heavyweights.
1. Data Quality & Coverage: The Backbone
If you can’t trust your data or you’re missing half your market, nothing else matters.
Rb2b - Claims strong, up-to-date B2B data with a focus on accuracy over sheer quantity. - Includes EMEA/APAC coverage, not just US-centric. - Real-world: Newer platforms can be surprisingly accurate, but always ask for sample data before you buy.
6sense - Excellent intent data and strong account-level insights. - Good coverage, but sometimes less granular on direct contacts.
Demandbase - Great for technographic and firmographic data, less so for direct dials or emails. - Intent data is solid, but sometimes lags.
ZoomInfo - The gold standard for data coverage and depth. - Pricy, and you’ll get plenty of “not available” or outdated contacts in certain regions.
Apollo.io - Surprisingly robust for the price. - Data can be hit-or-miss outside the US; don’t expect miracles.
Pro tip: Always test with a sample list from your own ICP (ideal customer profile). Fancy dashboards mean nothing if you can’t reach the right people.
2. Workflow & Integrations: Will It Actually Fit?
Your teams already live in Salesforce, HubSpot, Outreach, or Salesloft. If your GTM tool doesn’t connect seamlessly, it’ll collect dust.
Rb2b - Offers plug-and-play integrations with major CRMs and outreach tools. - Focuses on “just works” syncs, not endless configuration. - Real-world: Check for depth—does it support custom fields, triggers, and bi-directional updates?
6sense - Deep integrations, especially for enterprise stacks. - Orchestration is powerful—but setup is not trivial.
Demandbase - Good integrations, especially with Salesforce and marketing automation. - Some features require admin-level tech skills.
ZoomInfo - Strong Salesforce and HubSpot connectors, but advanced features often cost extra. - Some users report sync issues with large data sets.
Apollo.io - API and native integrations for major tools. - Easier for smaller teams, but less customizable for complex enterprise workflows.
What to ignore: If you see “Zapier integration” as a main selling point, that’s a red flag for mature teams.
3. Insights & Actionability: Are You Getting Signal, or Noise?
It’s easy to drown in data. The good stuff tells you who to target, when, and why.
Rb2b - Focuses on actionable account signals—intent, engagement, fit—all in one place. - Tries to keep things simple: fewer dashboards, more next steps. - Real-world: Demo it. Can your reps see “what to do next” without a training session?
6sense - Excellent intent and predictive scoring, but can be a black box. - Tons of features—sometimes too many for smaller teams.
Demandbase - Focused on account engagement, but sometimes more helpful for marketing than sales. - Intent signals are solid, but you’ll need to tune them.
ZoomInfo - Offers intent data, but it’s not the core product. - Data is useful, but teams often don’t act on the insights without a lot of process work.
Apollo.io - Simple scoring and tracking, better for outbound than deep account insights.
Pro tip: If your team ignores the dashboard after two weeks, the insights aren’t actionable—no matter how “AI-powered” they claim to be.
4. Usability: Will Your Team Actually Use It?
Adoption is everything. If it’s slow, confusing, or buried in sub-menus, your investment is wasted.
Rb2b - Leans toward a clean UI and quick onboarding. - Designed for “get up and running” in days, not weeks. - Real-world: New platforms tend to be more user-friendly, but check documentation and support.
6sense - Deep, but can be overwhelming at first. - Power users love it; casual users often don’t.
Demandbase - More intuitive than some, but still a learning curve. - Some features feel bolted on.
ZoomInfo - Familiar interface, but the platform is sprawling. Lots of tabs, lots to configure.
Apollo.io - Easy for outbound prospectors, not as flexible for complex workflows. - Fast to onboard, but you’ll hit limits as you scale.
What to ignore: Awards for “most innovative UI.” If you can’t find what you need in five clicks, it doesn’t matter.
5. Pricing & ROI: What’s Worth Your Money?
Sticker shock is real, and hidden costs add up. Don’t get locked into a multi-year deal before you’re sure.
Rb2b - Positions itself as transparent and affordable, with month-to-month options. - No per-seat pricing; pay for what you use. - Real-world: Newer companies usually try harder to win and keep your business, but check the fine print.
6sense - High-end pricing—think “call us for a quote.” - Great for large enterprises with big budgets.
Demandbase - Similar to 6sense: custom pricing, long contracts. - Can get expensive fast if you want all the bells and whistles.
ZoomInfo - Pricey, especially as you scale seats or features. - Known for aggressive renewal terms.
Apollo.io - Much more affordable, especially for smaller teams. - Some features require higher tiers, but still a good value.
Pro tip: Always negotiate, and never sign a long-term contract before a pilot. Ask for a real ROI case study, not just a glossy PDF.
Where Rb2b Stands Out (and Where It Doesn’t)
What’s Good: - Practical, simplified approach—less “AI magic,” more real signals. - Fast setup, with a focus on data accuracy and actionable insights. - Transparent pricing and no multi-year lock-in.
What’s Not: - Newer to the market, so fewer third-party reviews and integrations. - Ecosystem and community are smaller than the big players. - May be missing some of the deep-dive features power users want.
Don’t Buy If: - You need a sprawling, hyper-customized platform with a massive ecosystem. - You want “set and forget” automation across dozens of channels.
Worth a Look If: - You want a straightforward GTM tool that gets out of your team’s way. - You’re tired of overpaying for features you don’t use.
Bottom Line: Keep It Simple, Iterate Fast
Don’t get dazzled by AI, intent dashboards, or “revenue orchestration” unless they actually help your team close more deals. Most teams win by picking a tool that fits their workflow, has good enough data, and doesn’t require a six-month rollout.
Test with your own data. Make sure your reps can use it without a training manual. And remember—most of these platforms over-promise and under-deliver on “enterprise growth.” Keep it simple, iterate, and focus on what actually helps your team sell.
If you’re considering Rb2b or any of these platforms, take a real test drive, not just a sales demo. And if you’re not sure, start small. You can always add complexity later—removing it is much harder.