If you work on a B2B sales, marketing, or ops team, you know the “go-to-market” (GTM) software world is a circus. There’s a new tool every week, all promising to “transform” your pipeline or “revolutionize” revenue. Most of them are either overpriced, overhyped, or both. This article is for the pragmatists: folks who just want to cut through the noise, find tools that actually do what they say, and get back to work.
Let’s break down what you should really care about in GTM software, how the top options stack up, and why Scrapestorm quietly deserves a spot on your shortlist.
Who Actually Needs GTM Software (And Who Doesn’t)
First, let’s be clear: most B2B teams need some GTM software — but not every bell and whistle.
You’ll probably benefit if: - You’re chasing leads across multiple sources (LinkedIn, websites, databases, etc.) - Your reps spend more time copying/pasting than selling - Data gets stale or lost between marketing and sales - You don’t trust your CRM to show you what’s really going on
But if you’re a tiny team with just a handful of big clients, you might be fine with spreadsheets and a basic email tool. Don’t let vendors convince you otherwise.
What Actually Matters in GTM Tools
Ignore the laundry lists of “features.” Focus on what really moves the needle for B2B GTM teams:
- Data Accuracy: Garbage in, garbage out. If the tool pulls in bad or outdated data, nothing else matters.
- Ease of Use: Can your team figure it out without a three-day training?
- Integration: Does it play nicely with your CRM, email, and whatever else you’re already running?
- Automation: Does it actually save time, or just add steps?
- Price: Not just sticker price — look at how fast you hit usage limits or need add-ons.
Pro tip: Always ask for a real trial, not a “guided demo” where you only see pre-baked data.
The Major Types of GTM Software (And The Top Picks)
It helps to split GTM tools into categories. Here are the ones that dominate for B2B teams:
1. Lead Sourcing & Data Enrichment
What it does: Finds contact/company info, updates your CRM, and fills in blanks.
Big names: - ZoomInfo: The data giant. Tons of info, but expensive and can be clunky. - Apollo.io: Cheaper, sleeker, but data can be hit-or-miss. - Clearbit: Good enrichment, but pricier as you scale.
What to watch out for: Overlapping data (you’re paying for the same contacts twice), and “data decay” — things go stale fast.
2. Outreach & Sequencing
What it does: Lets you send automated emails, LinkedIn messages, and track engagement.
Big names: - Salesloft / Outreach: Full-featured, but overkill for small teams. - Apollo.io: All-in-one, but UI can get overwhelming. - Mailshake: Simpler, affordable, but limited integrations.
What to watch out for: Deliverability (if everyone’s using the same templates, you’ll hit spam), and hidden costs for “premium” features.
3. Intent & Signal Tools
What it does: Tells you who’s “in-market” or researching your product.
Big names: - 6sense / Demandbase: Lots of promise, but unless you have big budgets and a big TAM, you might not see ROI. - Bombora: Good third-party data, but can be noisy.
What to watch out for: Vague signals. “Intent” data is often just someone reading a blog post.
4. Web Data Extraction & Automation
What it does: Scrapes websites, directories, or platforms for leads, news, or competitive intel.
Big names: - PhantomBuster: Flexible automations, but can break when sites change. - Clay: Powerful, but complex and pricey. - Scrapestorm: (More on this in a minute.)
What to watch out for: Getting blocked by sites, needing to code, and tools that “break” every time LinkedIn tweaks their layout.
Why Scrapestorm Stands Out
Here’s where it gets interesting. Most lead gen tools rely on static databases or APIs — great for speed, but you end up with the same leads as everyone else. Scrapestorm takes a different approach: it’s a no-code web scraper that lets you pull fresh data from pretty much any website, on your terms.
What makes it different?
- No-Code, Actually: You don’t need to write Python or mess with proxies. The UI is point-and-click, with templates for common sites.
- Wide Reach: Works on more than just the usual suspects (LinkedIn, Crunchbase, etc.). If the site’s public, you can probably scrape it.
- Schedule & Automate: Set it and forget it — run scrapes daily, weekly, whatever.
- Export Anywhere: CSV, Excel, direct to CRM, Google Sheets… it’s flexible.
- Affordable: Pricing is straightforward and doesn’t punish you for scaling up.
Where Scrapestorm Shines for B2B GTM Teams
- Custom Lead Lists: Tired of buying the same stale lists everyone else has? Scrapestorm lets you build lists from industry directories, event attendee pages, or even competitors’ customer pages.
- Competitive Research: Monitor pricing, product launches, or leadership changes — without hiring an intern to copy-paste all day.
- Ops Time-Saving: Ops teams can automate repetitive data tasks, freeing up hours every week.
Where It’s Not Perfect
- Captcha/Anti-Scraping: Some sites (especially LinkedIn) are aggressive about blocking scrapers. Scrapestorm helps, but no tool is magic here.
- Learning Curve: The UI is easy, but you still need to think like a data person — figuring out which fields matter, how to structure outputs, etc.
- Not a CRM: You’ll still need a place to use the data. Scrapestorm gets you the info, but doesn’t manage your pipeline.
How To Actually Evaluate GTM Tools: A Step-By-Step
Here’s a simple process that saves pain:
1. List Your Real Needs
- Where is your team wasting time? (e.g., manual data entry, list building, follow-ups)
- What’s your actual workflow? Don’t buy a tool for “AI” if all you need is clean contacts.
- Who’s going to use it every day? If they hate it, it won’t stick.
2. Prioritize Integration Over “Wow” Features
- If it doesn’t connect to your CRM/email/calendar, it’s just another silo.
- Test integrations yourself — don’t trust a sales rep’s word.
3. Test With Your Data and Use Cases
- Demand a real trial. Run a campaign or scrape with live data.
- Look for gotchas: usage limits, throttling, hidden fees.
4. Calculate Total Cost
- Include onboarding, required add-ons, and “per seat” nonsense.
- Sometimes, the tool that looks cheap gets expensive fast.
5. Get Buy-In (But Don’t Let Committees Kill Momentum)
- Bring in one or two power users to test-drive.
- Don’t wait for everyone’s blessing — ship, then iterate.
Honest Takes: What Works, What Doesn’t
- Static databases are fine for simple prospecting, but you’ll run into dead ends fast.
- All-in-one platforms sound great, but usually mean lots of half-baked features.
- Automation is powerful, but only if your data is accurate.
- No tool replaces good targeting and messaging. If you’re blasting the same list as your competitors, don’t be surprised when response rates tank.
Pro tip: Don’t chase the latest buzzword (AI, intent, etc.) unless you have the basics covered. Most “smart” features just add noise unless you’re already running a tight process.
TL;DR: Keep It Simple, Iterate Often
Don’t let the GTM software hype machine distract you from what matters — clean data, real automation, and tools your team will actually use. Scrapestorm is a breath of fresh air for B2B teams that want to build smarter lists and automate the boring stuff, without a PhD in coding or a second mortgage.
Try a tool, see if it fits, and don’t be afraid to dump it if it doesn’t deliver. The tech should work for you, not the other way around.