So you’re looking at Chatfuel and a pile of other B2B go-to-market (GTM) software, trying to figure out which makes the most sense for your business. Maybe you’re tired of endless product demos or feature checklists that all look the same. If you want a straight answer about how to judge these tools—and what actually matters—this guide is for you.
Let’s cut through the noise and get practical.
Step 1: Get Clear on What “GTM Software” Really Means
First, “go-to-market software” is a catch-all term. It can mean anything from chatbots to CRMs to sales enablement platforms. Before you compare, define what problem you're really trying to solve.
Ask yourself: - Are you looking for lead generation? Customer support automation? Sales process management? - Who’s actually going to use this—sales, marketing, customer service, or all of the above? - What’s your budget, realistically?
Pro tip: If you’re not sure what problem you’re solving, any tool can look like the answer. Take 10 minutes and write down your biggest pain points.
Step 2: Know What Chatfuel Actually Does (and Doesn’t)
Chatfuel sells itself as a chatbot builder, mostly for automating conversations on platforms like Facebook Messenger, WhatsApp, and Instagram. It’s popular for businesses that want to answer FAQs, qualify leads, and hand off hot prospects to humans.
What Chatfuel is good at: - Quick deployment of chatbots on social channels. - No-code interface—most people don’t need engineering support. - Decent templates for common business use cases (lead capture, appointment booking, etc.). - Integrations with popular CRMs and email tools (but not as deep as some competitors).
Where Chatfuel falls short: - Limited outside of messaging apps. If you need web chat, SMS, or voice, it’s not a one-stop shop. - Complex sales processes or B2B workflows? You’ll hit walls fast. - Customization is possible, but you’ll need to get comfortable with workarounds or light scripting. - Reporting and analytics are okay, not great. If you need deep insights, look elsewhere.
What to ignore: Don’t get distracted by “AI” claims. Chatfuel mostly does rule-based automation. It’s not going to be your autonomous sales rep.
Step 3: Identify the Right Comparison Tools
Not all GTM software is even in the same category. Here’s how to shortlist what to compare: - Direct competitors: Tidio, ManyChat, MobileMonkey—these are also chatbot-focused and no-code. - Broader GTM suites: HubSpot, Intercom, Drift—these do chat, but also email, CRM, and more. - Sales enablement: Outreach, Salesloft—if your team is heavy outbound, these might matter more. - Custom solutions: If you have dev resources, building your own isn’t crazy (but it takes real time).
Pro tip: Don’t compare Chatfuel to a platform like Salesforce. That’s apples to bowling balls.
Step 4: Map Out Your Must-Have vs. Nice-to-Have Features
Grab a spreadsheet or whiteboard. List out what you actually need. Here’s a quick way to do it:
Must-Have Features
- Platform compatibility (Facebook, WhatsApp, website, etc.)
- Lead capture and routing
- CRM integration (does it play nice with your stack?)
- Ease of use (can non-techies handle it?)
- Compliance (GDPR, privacy, etc.)
Nice-to-Have Features
- Advanced analytics
- AI/NLP (natural language processing)
- Multi-language support
- Custom branding
- Payment integrations
What matters most: Don’t let one flashy feature sway you. If your team can’t or won’t use it, it’s not a selling point.
Step 5: Dig Into Real-World Usability
Ignore the sales deck. The only thing that matters: can your team actually get value out of this tool?
Questions to ask (and actually test):
- Setup time: How long until you go live? (Not “in theory”—test it on a free trial.)
- Ongoing maintenance: Who will update flows, fix errors, and monitor performance?
- Support: Is there real human support, or just a knowledge base?
- Integrations: Does it plug into your CRM, email, and calendar tools without duct tape?
- User feedback: What do actual users say, especially about bugs, limits, or hidden costs?
Red flag: If it requires a “certified partner” or consultant for basic tasks, think twice.
Step 6: Price Out the Total Cost (Not Just List Price)
Most B2B software is priced to look cheap at the start, then ramps up with usage, seats, or needed add-ons. Get all the numbers:
- Base subscription cost
- User limits (how many team members? how many conversations?)
- “Premium” features—often, basic integrations cost extra
- Customer support tiers (is chat/email support included, or only on high plans?)
- Contract length and cancellation policy
Pro tip: Get a real quote for your use case. Don’t just trust the pricing page.
Step 7: Watch Out for Common Pitfalls
There’s a lot of hype in the GTM software world. Here’s what to ignore or double-check:
- AI Everything: Most “AI” chatbots are just fancy if/then statements. Real AI is rare and expensive.
- One-size-fits-all claims: If a tool says it replaces your CRM, marketing, and sales tools, be skeptical.
- Integrations: “Works with X” doesn’t mean deep integration. Test it yourself.
- Unlimited plans: There’s always a catch—usually throttling, fair use, or hidden caps.
- Onboarding promises: Ask for references or trial access. If onboarding takes months, run.
Step 8: Run a Real-World Pilot
Once you have a shortlist (maybe Chatfuel and one or two others), actually use them in a small, real scenario. Don’t get stuck in demo land.
- Set up a single workflow (e.g., lead capture on Facebook).
- Have a non-technical team member build and run it.
- Measure: How many leads did you get? Did anyone get stuck?
- Note any blockers—technical, process, or people-related.
What you’ll learn: Most tools look the same until you try to use them for your own business. Real friction will show up fast.
Step 9: Make Your Decision (and Don’t Overthink It)
After all that, you’ll probably see a clear winner—or at least a strong front-runner. If a tool meets your must-haves, your team can use it, and the price makes sense, you’re good.
Don’t wait for the “perfect” tool or some magical missing feature. GTM software is there to help you move faster, not slow you down with endless debates.
Keep It Simple — and Iterate
Comparing Chatfuel and other B2B GTM tools isn’t rocket science, but it does require a bit of discipline. Focus on what your team actually needs and how these tools fit into your real-world workflow. Ignore the hype, stay skeptical of “AI” magic, and try things out for yourself.
The best way to get value? Pick a tool, start small, and iterate. You can always change course as you learn. Just don’t let the perfect be the enemy of the good.
Good luck—and remember, software should work for you, not the other way around.