If you run marketing, sales, or revops for a mid-sized B2B company, you know the pain of picking the right go-to-market (GTM) stack. There's a sea of software promising “seamless growth” or “game-changing automation.” Most of it is overhyped. You want tools that actually help close deals, not just check a box for a Gartner report.
This guide compares Senja with other top B2B GTM solutions. We’ll cut through the marketing fluff, break down what each tool really does, and help you figure out what’s worth your time (and money).
Who should read this?
If you’re a growth lead, marketer, or sales ops pro at a company with 50-500 employees, and you need to:
- Collect and use customer proof (testimonials, reviews, case studies)
- Connect those to your GTM stack (CRM, website, outbound tools)
- Avoid drowning in features you’ll never use
…this is for you.
What is Senja, really?
Senja is a lightweight tool focused on collecting, managing, and showing off customer testimonials. It’s not an all-in-one GTM suite. But it does solve a problem most mid-sized B2B teams have: actually using real customer proof in marketing and sales, without a ton of busywork.
- Simple collection forms: Branded, fast, and don’t make your customers jump through hoops.
- Testimonial management: Tag, sort, and organize. No more lost quotes in Google Docs.
- Display widgets: Drop them on your site, landing pages, or even in email. No dev needed.
- Integrations: Connects to core GTM tools like HubSpot, Webflow, and Zapier.
Who loves it? Teams that care about proof but don’t want another bloated “platform.” If you need to grab testimonials during onboarding, from NPS surveys, or after a major win, Senja is built for that.
Who won’t love it? If you want full-scale advocacy programs, gamified referrals, or deep analytics, Senja’s not trying to do it all.
The GTM “All-in-One” Heavyweights
Before you get FOMO, let’s talk about what the big vendors offer. Here are the main types you’ll see pitched to mid-sized B2B teams:
1. Full-Stack GTM Platforms
Examples: HubSpot, Salesforce Sales Cloud, Zoho One
- What they do: CRM, email, sequences, landing pages, analytics, automation, and sometimes testimonial tools (as an add-on).
- Who loves them: Teams that need everything under one login, or have the headcount to manage complex setups.
- Reality check: You’ll pay for a lot of stuff you don’t use. Integrations are sometimes clunky or locked behind higher tiers. Displaying testimonials is usually a second-class feature.
Pro tip: If you’re already deep in HubSpot or Salesforce, it might make sense to use their testimonial widgets. But expect mediocre design and little flexibility.
2. Advocacy/Review Platforms
Examples: G2, Trustpilot, Influitive, ReferralCandy
- What they do: Collect reviews, power referral programs, sometimes offer testimonial widgets.
- Who loves them: Companies focused on review site rankings or incentivized referrals.
- Reality check: Expensive, often pay-per-seat or by usage. Setting up advocacy programs is a project, not a quick win. Testimonials are a side feature, not the main event.
3. Point Solutions (Widgets and Forms)
Examples: Testimonial.to, Endorsal, Boast.io
- What they do: Collect and show testimonials. Some let you request video or social proof.
- Who loves them: Teams that want a focused solution and don’t care about deep analytics or customer advocacy.
- Reality check: Many overlap with Senja. Some are clunky, others are nearly identical. Pay attention to ease of use, integrations, and pricing.
What Actually Matters for B2B Mid-Market GTM?
Let’s be honest: Most B2B deals are closed with a mix of relationships, proof, and process. Here’s what actually moves the needle:
- Real customer proof: Not just logos—actual quotes, stories, and names you can use in decks and on your site.
- Speed: Can sales and marketing get what they need without waiting for a designer or dev?
- Integration: Does the tool play nicely with your CRM, CMS, and outbound stack?
- Simplicity: Can someone new learn it in 10 minutes? Or is it another “platform” you’ll dread opening?
Senja vs. The Rest: Side-by-Side Breakdown
Here’s an honest look at how Senja stacks up to the most common alternatives.
| Feature/Need | Senja | HubSpot/Salesforce | Advocacy Platforms | Testimonial.to/Boast.io | |-------------------------------|------------|-----------------------|--------------------|-------------------------| | Testimonial Collection | Excellent | Basic (if any) | Good (as add-on) | Very Good | | Display Widgets | Strong | Weak/Generic | Usually basic | Strong | | Integrations | Good | Deep (if all-in) | Spotty | Varies | | Ease of Use | Very Easy | Complex | Moderate/Complex | Easy | | Pricing | Fair, transparent | Expensive | Expensive | Fair | | Customer Advocacy/Referrals | No | Add-ons, complex | Core feature | No | | Analytics | Basic | Advanced | Advanced | Basic |
What works with Senja:
- Fast setup, no training required
- Clean forms, easy for customers to use
- Looks good out of the box—no designers needed
Where it falls short:
- Not built for tracking ROI, cohort analysis, or NPS
- No gamified advocacy, referral payouts, or fancy review widgets
- Limited if you want to run complex campaigns across multiple brands
What to ignore: “All-in-one” claims from any vendor. No tool does everything well—pick the simplest thing that solves your main pain.
How to Pick What You Actually Need (Step-by-Step)
- List your real goals.
- Is it more reviews on G2, or more social proof on your site?
- Do you need referral programs, or just proof for sales decks?
- Map your current stack.
- Are you living in HubSpot? Do you use Zapier? Where do you want proof to show up?
- Try the tool yourself.
- Most have free trials or demos. Set up a form, collect a fake testimonial, see how fast you can get it on your site.
- Check for hidden costs and lock-in.
- Many “platforms” charge per user, per widget, or per integration. Read the fine print.
- Talk to someone who’s used it.
- Vendor case studies are always glowing. Ask in Slack groups or LinkedIn for unfiltered opinions. You’ll learn fast who’s happy and who’s stuck in contract hell.
- Don’t overthink it.
- Most teams use 10% of what these platforms offer. Get what works now. You can always switch later.
When to Go Simple, When to Go Big
- Use Senja or similar if: You need to collect and show proof, fast, and want to keep things lightweight.
- Use a GTM “platform” if: You have a complex process, big volume, or need everything synced to your CRM in minute detail.
- Don’t bother with advocacy platforms unless: You’re running structured programs (referrals, incentives) and have the budget and team to manage it.
Pro tip: Most B2B buyers care more about seeing real customer proof than fancy widgets. Don’t get distracted by features you’ll never use.
Final Thoughts: Keep It Simple, Iterate Fast
There’s no perfect GTM stack. Most mid-sized companies end up with a mix of point solutions and big platforms. The trick is to avoid overbuying, and to actually use what you pay for.
Start with the simplest tool that solves your biggest pain. If that’s Senja, great. If it’s something else, that’s fine too. Don’t be afraid to switch later if your needs grow.
Keep your stack lean, your proof real, and don’t get seduced by shiny features no one actually needs. That’s how you win in B2B—no hype required.