If you work in enterprise sales, there’s no shortage of software that promises to help you “crush your numbers” and “drive hypergrowth.” But when you’re actually picking a go-to-market (GTM) solution, the hype gets old fast. What you need is a clear way to compare options—like Hginsights—against other big-name B2B GTM platforms. This guide is for sales leaders, ops folks, and anyone tired of sifting through buzzwords.
Let’s walk through a no-nonsense approach to comparing these tools, so you can make a decision that actually helps your team sell.
1. Get Clear on What Really Matters to Your Team
Start with what you need, not what the vendors claim you should want. GTM software can do a lot: data enrichment, account scoring, territory planning, intent signals, and more. But every sales org is different.
Ask yourself: - What’s painful right now? (Slow prospecting? Bad data? Missed accounts?) - Who will actually use this tool—reps, managers, ops, all of the above? - What’s your current tech stack? (No point buying overlap.)
Pro tip: Write down your top 3 must-haves. If a solution can’t deliver those, move on—no matter how many awards they’ve won.
2. Know What Hginsights Actually Does (and Doesn’t)
Hginsights is a platform focused on market intelligence for B2B sales. It’s best known for deep technographic data—basically, it tells you what software and hardware a target company is using, how much they’re spending, and sometimes who’s in charge of what.
Strengths: - Technographic data: If you sell tech, this is gold. Knowing what’s in a company’s stack can make prospecting way more targeted. - Market segmentation: Good for identifying “lookalike” accounts or untapped market segments. - Integration options: Plays fairly well with Salesforce and other CRMs.
Weak spots: - Intent data: Not the deepest. If you want to know who’s actively shopping for a solution, you may need something extra. - User experience: Some find the UI clunky compared to newer tools. - Pricing: Not cheap, especially for small teams.
Ignore the hype: If you don’t sell technology, or if you already have solid account data, Hginsights might be overkill.
3. Line Up Your Alternatives (And Don’t Get Distracted by Feature Lists)
There are a ton of GTM platforms out there—ZoomInfo, 6sense, Demandbase, Apollo, LinkedIn Sales Navigator, and more. Most promise similar things: more data, more signals, more insights.
How to compare apples to apples: - List your 2–3 top alternatives. - For each, check: - Data quality: Is it accurate? How fresh is it? (Ask for sample data.) - Core focus: Are they best at intent signals, contact info, or something else? - Integrations: Does it actually plug into your CRM, or is there a lot of duct tape? - Pricing: Is it per seat, per data load, or some weird combo? - Support: Will you get a human if things break?
Don’t:
- Get wowed by the sheer number of features. Most teams use a fraction of what’s offered.
- Trust “all-in-one” claims. Most solutions are strong in one or two areas, and just okay everywhere else.
4. Run a Hands-On Test (Not Just a Demo)
Demos are sales theater. What matters is how a tool actually works with your data and your reps. Insist on a real trial or a pilot. If a vendor won’t let you try before you buy, that’s a red flag.
During your trial: - Load a real prospect list. Does it enrich and segment the way you need? - Have reps do their usual workflows. How many clicks does it take to get to the info they want? - Check for data gaps. Do you get the key fields you need, or are there holes? - Test integrations. Is syncing with your CRM smooth, or does it create more admin work?
Pro tip:
- Let a skeptical user try it, not just your biggest tech champion.
5. Dig Into the Data: Depth, Breadth, and Freshness
Data’s the heart of every GTM tool. Here’s what to look for:
- Depth: How much detail do you get? (e.g., for technographics, does it tell you just “uses Salesforce” or also “has X add-ons, Y integrations, last updated Z days ago”?)
- Breadth: How many companies and contacts are actually covered? Do you get SMBs, enterprise, international?
- Freshness: How often is the data updated? Stale data is worse than no data.
- Accuracy: Take nothing for granted—ask for third-party validation or talk to current customers.
With Hginsights, depth on technographics is a strong point. But breadth can vary by region or industry, and data freshness depends on the field. Most competitors have strengths and weaknesses here—don’t go by marketing claims.
6. Consider Implementation and Ongoing Headaches
Buying software is the easy part. Getting it to work (and keeping it working) is where most teams get burned.
- Setup time: How long before your team is actually using it? (Not just “deployed.”)
- Training required: Can reps pick it up quickly, or do you need hours of onboarding?
- Admin overhead: Who’ll own the tool day-to-day? If it’s just you, avoid anything too complex.
- Support: When something breaks or you need more data, how responsive is the vendor?
What often gets overlooked:
- Data hygiene—bad data in, bad data out.
- Integration drift—tools that work well at first but break with every CRM update.
7. Reality-Check the ROI
Vendors love to promise big ROI—“3x pipeline!” “200% more meetings!” Take those numbers with a whole shaker of salt. Instead, look at:
- Time saved on prospecting: Are reps spending less time searching and more time selling?
- Pipeline quality: Are you actually getting better-fit accounts, or just more noise?
- Internal feedback: Are people using it, or avoiding it?
- Renewal rates: Ask for customer retention stats. High churn usually means unhappy customers.
Don’t:
- Get boxed into a long-term contract before you’re sure.
- Buy a Cadillac if a Honda will do the job.
8. Ignore the Hype, Trust Your Use Case
Every GTM tool has a sweet spot. Hginsights is for teams who need deep technographic data to fuel targeted prospecting—usually in tech, SaaS, or IT services. If you’re selling to manufacturers, healthcare, or non-tech verticals, it may not be the best fit.
Match the tool to your actual workflow and target market. Don’t buy for features you “might need someday.”
9. Keep It Simple and Iterate
The best GTM software is the one your team actually uses. Don’t overcomplicate it with multiple overlapping tools or endless feature comparisons.
- Start with your biggest gaps.
- Pick one tool and use it hard for a few months.
- If it’s not working, switch. Don’t get sentimental.
Bottom line: Comparing Hginsights with other B2B GTM platforms isn’t about picking the flashiest tool. It’s about understanding your needs, cutting through the noise, and picking what works for your sales team right now. Stay skeptical, keep it simple, and remember—software should help you sell, not slow you down.