If you’re trying to pick the right B2B go-to-market (GTM) tool for your business, you’ve probably noticed a tidal wave of options out there—each one promising to be “the only platform you’ll ever need.” Spoiler: none of them are magic bullets, and not every tool is built for your actual workflow. Whether you’re eyeing Feathery or its competitors, this guide will help you compare them in a way that’s honest, practical, and relevant to your needs (not some marketing department’s wishlist).
This article’s for founders, product managers, and anyone stuck with the task of picking a GTM platform—maybe for the first time, maybe after a few false starts. Let’s break it down so you can make a call and get back to work.
Step 1: Nail Down What GTM Tools Actually Do
First, let’s get clear on what “GTM tool” even means. In B2B SaaS, these are usually platforms that help you launch, manage, and iterate on customer-facing experiences like sign-up flows, onboarding, pricing pages, and sometimes more. The idea is to speed up experimentation, reduce dev bottlenecks, and help your team ship changes faster. Feathery, for example, focuses on building customizable forms and flows without heavy engineering cycles.
But here’s the kicker: “GTM tool” is a fuzzy label. Some products are more like form builders. Others are closer to onboarding platforms, customer engagement suites, or even lightweight CRMs. Before you compare anything, know what bucket your actual use case fits into.
Pro tip: Grab a pen and jot down exactly what you need to build (e.g., “We need a dynamic sign-up flow, not a survey tool”). This’ll save you from comparing apples to oranges.
Step 2: List Your Must-Haves and Dealbreakers
Don’t let a tool’s feature matrix make decisions for you. Figure out your real requirements before you even look at a product website.
Ask yourself:
- What’s broken today? (e.g., devs spend two weeks on each form update)
- Who’s going to use this? (Marketers? Engineers? Customer success?)
- What integrations are non-negotiable? (CRM, analytics, auth)
- Do you need heavy customization, or will templates do?
- Are you in a regulated industry? (GDPR, HIPAA, etc.)
Write down your “must-haves,” “nice-to-haves,” and “dealbreakers.” If you don’t, you’ll get distracted by shiny features that don’t matter (hello, in-app GIFs).
What to ignore:
- Features you might need “someday”
- Buzzwords like “AI-powered” unless you know exactly how it’ll save you time
- Enterprise features if you’re a team of five
Step 3: Research the Main Players (But Cut Through the Noise)
Let’s be honest: everyone claims to be the most customizable, user-friendly, and scalable. Here’s a no-nonsense breakdown of the usual suspects:
Feathery:
- Strengths: Deep customization for complex forms and flows; good for teams wanting to move fast without waiting on engineering. Flexible enough for B2B use cases.
- Weaknesses: May be overkill for simple lead-gen forms. If you just want to slap a form on your site and forget it, this isn’t the fastest route.
Alternatives: - Typeform: Pretty forms, great for surveys and simple lead capture; limited for complex logic or integrations. - HubSpot Forms: Tied into HubSpot’s CRM; solid for basic marketing, but not built for deep product onboarding. - Jotform/Formstack: Easy to use, tons of templates. Not really built for B2B workflows with branching logic. - Userflow/Appcues: These focus more on onboarding and in-app guidance. If you want tours, checklists, and pop-ups, start here. Not always the best for forms. - Custom dev: Still common. Gives you maximum flexibility—at the cost of eating up your dev team’s time for every change.
What to watch for:
- Some tools call themselves “no-code” but still require developers for anything beyond the basics.
- Integrations always sound better on paper. Actually test them—or read real user reviews.
Step 4: Score the Tools Against Your Criteria
Open up a Google Sheet or grab a whiteboard. Make columns for your must-haves, nice-to-haves, and dealbreakers. List each tool you’re considering, and be brutally honest about what they deliver.
Example:
| Feature | Feathery | Typeform | Userflow | Custom Dev | |-------------------|:--------:|:--------:|:--------:|:----------:| | Drag/drop builder | Yes | Yes | No | No | | Complex logic | Yes | No | Yes* | Yes | | Built-in auth | Yes | No | No | If built | | Native CRM sync | Yes | Yes | No | If built | | GDPR compliant | Yes | Yes | Yes | If built |
*Some onboarding tools do logic, but it’s usually tied to in-app flows, not forms.
Don’t get paralyzed:
- Don’t treat all features equally. Prioritize what’ll actually move the needle for your team.
- If you hit a dealbreaker, don’t force it—move on.
Step 5: Test Drive the Shortlist—For Real
Demos and sales calls are fine, but you’ll only know the truth by actually using the product. Don’t just click around—set up a real use case.
How to stress-test each tool: - Build one end-to-end flow you actually need (e.g., onboarding with branching logic and CRM sync) - Add a teammate who isn’t technical and see where they get stuck - Hook up a real integration (not just a dummy Zapier test) - See how fast you can make a change, publish, and roll back
What usually trips people up: - “Easy setup” that turns into hours of support tickets - Hidden limits on customization (e.g., you can’t change a form after publishing) - Integrations that work in theory, but are buggy in practice
If a tool fails the basics, don’t be afraid to walk away. Sunk cost is a trap.
Step 6: Weigh the Real Costs (Not Just the Price Tag)
Sticker price is only half the story. Watch for these gotchas: - Per-seat pricing can get expensive fast if your whole team needs access - Integration costs—sometimes you need to pay for add-ons or higher plans just to get the features you want - Hidden limits (number of submissions, API calls, etc.) - Time cost—if your team spends weeks learning or fighting the tool, that’s money gone
Pro tip: Ask for a real-world quote based on your usage, not just what’s on the pricing page.
Step 7: Ask About Support, Roadmap, and Exit Options
No tool is perfect out of the box. You’ll need support, and you’ll want to know what happens if you outgrow it.
Check: - Support: Is it humans or bots? How fast do they actually reply? - Docs: Are they readable or just a wall of text? - Roadmap: Is the company shipping updates that matter, or just adding flashy features? - Exit: If you switch tools later, how easy is it to get your data out?
If a vendor dodges questions or tries to upsell you on every call, that’s a red flag.
The Bottom Line
Picking a B2B GTM tool shouldn’t be an endless research project. Get clear on your actual needs, ignore the hype, and test drive the shortlist in the real world. Most teams overcomplicate this—don’t be one of them.
Keep it simple, ship something, and iterate. The best tool is the one that helps your team move faster today—not the one with the fanciest demo.