Choosing B2B go-to-market (GTM) software for your sales team is harder than it should be. Every vendor promises “AI-driven insights” and “seamless integrations.” Meanwhile, your team just wants something that actually helps them get more out of Linkedin and close deals. If you’re a sales leader, RevOps, or even just the unofficial “tool wrangler” for your team, this guide is for you. I’ll help you see through the hype and zero in on what matters.
Step 1: Get Clear on What GTM Software Actually Does (and Doesn’t)
Let’s get real: “GTM software” is a vague label. In the context of selling on LinkedIn, it usually means tools that help your team identify prospects, reach out, track engagement, and (hopefully) book meetings. Think of them as a turbo boost for your outbound and social selling efforts.
What GTM software can help with: - Finding and organizing leads - Automating or personalizing outreach (email, InMail, connection requests) - Tracking who’s biting (opens, clicks, replies) - Syncing activity to your CRM
What it won’t do: - Replace the need for smart, thoughtful messaging - Magically make your reps’ quotas disappear - “Automate” relationships (people can spot a generic pitch a mile away)
Pro tip: If your team isn’t already using LinkedIn regularly for sales, buying more software won’t fix that.
Step 2: List Your Actual Needs (Not Just Vendor Features)
Before you even look at demos, grab a notepad. Write down: - What’s slowing your team down on LinkedIn now? - Where are leads falling through the cracks? - Are reps spending hours on manual work (copy-pasting, tracking, logging)?
Common needs: - Better lead discovery (advanced search, filters, alerts) - More efficient outreach (templates, bulk send, follow-ups) - Integration with your CRM (to avoid double-handling) - Reporting that your manager actually wants to see
Ignore shiny features you’ll never use. If your team won’t run 10-step automated sequences, don’t pay for them.
Step 3: Know the Limitations of LinkedIn’s Own Tools
LinkedIn has its own suite of sales tools: Sales Navigator, InMail, and some basic analytics. For many teams, Linkedin’s built-ins are enough—at least at first.
Where LinkedIn tools work: - Finding and saving prospects with Sales Navigator - Tracking some engagement - Sending messages outside your network
Where they fall short: - No true automation (you’ll still be doing a lot by hand) - Clunky integrations with most CRMs - Limited reporting, especially for teams
If your team is small or just getting started, max out what LinkedIn offers before adding other software. Don’t rush to buy a “stack” you don’t need.
Step 4: Map Out Your Tech Stack—And Your Gaps
Most GTM tools don’t work in isolation. Make a quick diagram: - CRM (Salesforce, HubSpot, etc.) - LinkedIn (and its built-in tools) - Email (Outlook, Gmail) - Other prospecting or enrichment tools
Ask: - Will the new GTM tool sync with your CRM automatically? - Will it duplicate or replace something you already use? - Who actually needs to use it—just a few reps, or the whole team?
Don’t create a Frankenstack of overlapping tools. More software usually means more headaches, not more revenue.
Step 5: Shortlist Tools That Actually Play Nice with LinkedIn
Here’s the truth: Most “LinkedIn automation” tools are on shaky ground. LinkedIn’s terms of service are strict, and many tools that promise “automated connection requests” or “bulk scraping” are just one algorithm update away from breaking—or worse, putting your reps’ accounts at risk.
Look for: - Official LinkedIn partner status (or at least, tools that work with LinkedIn, not against it) - Browser extensions that add features to Sales Navigator - CRM integrations that pull in LinkedIn data without hacky workarounds
Examples of common categories: - Sales engagement platforms: Outreach, Salesloft (mostly email/phone, but some LinkedIn features) - LinkedIn-specific tools: Zopto, Expandi, Meet Alfred (use with caution; understand the risks) - Enrichment/data tools: Lusha, Apollo (help find emails/phone numbers beyond LinkedIn)
Caution: If a tool advertises “fully automated LinkedIn messaging,” ask how it works. If it requires your reps to hand over their LinkedIn passwords—run.
Step 6: Ignore Hype—Test for Real-World Fit
Demos are sales theater. The only way to know if a GTM tool works for you is to try it with your own data, team, and workflow.
How to run a no-nonsense trial: - Give 1-2 reps access for 2 weeks (not the whole team) - Set up a real campaign (not a demo list) - Track: Was prospecting faster? Did meetings go up? Was it less annoying to use? - Ask your reps, not just your admins, what got easier/harder
Red flags: - “It does everything, just let us build a custom workflow for you!” (translation: it’s complicated) - “No free trial, but we’ll set up a pilot for $X.” (Do they not believe in their own product?) - “Our roadmap is full of upcoming LinkedIn features!” (You’re paying for what it does now, not aspirational features)
Step 7: Dig Into Pricing—And Hidden Costs
GTM software pricing is all over the place. Some tools charge per seat, others per account, and some tack on “integration fees.” Be wary of sticker shock.
Watch for: - Minimum seat requirements (“We only sell 10+ licenses”) - Setup or onboarding fees - Mandatory annual contracts (hard to back out if the tool flops) - Feature gating (the “basic” plan is useless, and the “pro” plan costs double)
Tip: If you’re not sure you’ll need the tool for a year, push for a quarterly plan. If they won’t budge, that’s a sign.
Step 8: Check for Compliance and Data Privacy
If you handle customer data, don’t skip this. Some LinkedIn add-ons are sketchy, and using them could put you in legal hot water—or just get your reps banned.
Checklist: - Is the tool GDPR compliant? (If you’re in Europe, this is non-negotiable.) - Where is data stored? - Are you uploading your customers’ contact info to a random server? - Has the tool ever been banned or blocked by LinkedIn?
If the vendor’s answers are vague or evasive, move on.
Step 9: Make Your Choice (and Roll Out Slowly)
Once you’ve found a tool that fits, don’t unleash it on your entire team at once. Start with a pilot group. Train them, gather feedback, and tweak your process.
What to watch: - Are reps actually using it, or do they go back to their old ways? - Is it saving time, or just creating busywork? - Did your outreach results actually improve?
If it’s not making a clear difference, don’t be afraid to rip it out and try something else. Sunk cost is a trap.
Keep It Simple—And Don’t Chase Every Shiny Tool
There’s no “perfect” B2B GTM software for LinkedIn. There’s just what actually helps your team do more of what works, and less of what doesn’t. Start with your real needs, ignore the hype, and keep your stack as light as you can. Test, tweak, and don’t be afraid to walk away from a tool that’s more trouble than it’s worth. Your team (and your budget) will thank you.