If you’re leading a sales team (or just stuck picking their next tool), you know that comparing B2B go-to-market software is a pain. Every vendor promises they’re “revolutionary.” Your LinkedIn is full of demo requests. And honestly, most of these tools start to sound the same after a while.
This guide is for anyone who needs to cut through the noise and figure out if Humanlinker or another B2B sales platform actually fits your team. No fluff, no magic bullets—just a clear process to help you choose what actually moves the needle.
Step 1: Get Clear on What You Actually Need
Before demoing anything, step back. What’s your sales team’s real bottleneck? Is it finding leads, personalizing outreach, managing deals, or just tracking who’s doing what?
Don’t let vendors define your problem for you. Write down: - The top 2-3 sales challenges your team faces (e.g., “We waste hours researching prospects” or “Our outreach is generic and ignored”). - KPIs you actually care about (meetings booked, qualified pipeline, win rate, etc.). - Non-negotiables (must work with your CRM, cannot require a massive IT lift, etc.).
Pro Tip: Get feedback from the folks who’ll use the tool every day. If your reps hate it, it won’t get used—no matter how shiny the demo.
Step 2: Build a Shortlist (and Ignore the Hype)
There are dozens of B2B sales tools out there—Humanlinker, Apollo, Outreach, Salesloft, Lusha, ZoomInfo, and so on. Don’t waste time with a long list.
- Start with 3-5 tools. Include Humanlinker if you want AI-driven prospecting and personalization.
- Use G2, Capterra, and real peer feedback to filter out tools with bad support or clunky UX.
- Ignore features you don’t need. Most sales teams use a fraction of what’s in these platforms. Focus on your must-haves.
Reality check: If a tool’s website is 90% buzzwords and no clear demo or pricing info, that’s a red flag.
Step 3: Compare the Core Features That Actually Matter
Here’s where you get specific. Don’t just compare “feature checklists.” Dig into what really affects your day-to-day.
For each tool, look at:
- Lead data quality: Where do they get their data? How fresh and accurate is it? Humanlinker claims real-time data and LinkedIn enrichment—test it.
- Personalization tools: Can it actually personalize outreach at scale, or is it just mail merge with lipstick? Humanlinker leans hard on AI for this, but check if it feels “robotic.”
- Workflow integration: Does it play nicely with your CRM (Salesforce, HubSpot, etc.)? Can your team use it without switching tabs all day?
- Automation vs. control: Is it “set and forget,” or do reps have control over who gets what? Too much automation = generic spam.
- Reporting: Are the analytics actionable, or just pretty dashboards you’ll never look at?
- Usability: Can a new rep figure it out in 30 minutes? Or will they need a week of onboarding?
Ignore: - “AI-powered” unless you can see how it helps, not just that it’s there. - Features you’ll never use (dialers, social engagement, etc.—unless you're genuinely going to use them).
Step 4: Run a Hands-On Test (Not Just a Demo)
Demos are theater. You need a test drive.
- Ask for a trial account or sandbox. If a vendor won’t let you try before you buy, move on.
- Pick a real sales use case (e.g., prospecting for a new vertical).
- Have your reps use each tool to:
- Find and qualify a batch of leads
- Launch a personalized outreach sequence
- Log activity back to your CRM
Take notes on: - How much time did it save (if any)? - What did reps actually like or hate? - Did you get better replies, or just more noise?
Pro Tip: Don’t get distracted by “cool” AI features if they slow your team down or don’t fit your workflow.
Step 5: Dig Into Pricing and Hidden Costs
Most B2B sales tools are cagey about pricing. Get it in writing.
- Ask for all-in pricing. Seat licenses, data credits, onboarding fees, support tiers, the works.
- Estimate your real cost. How many seats do you actually need? Will you have to buy extra data credits in month two?
- Check for lock-in. Is there a minimum contract? Can you get your data out if you leave?
- Compare apples to apples. Some tools look cheap but nickel-and-dime you for add-ons. Others include more in the base price.
Reality check: If you need to bring in IT, consultants, or a “Customer Success” team just to get started, your true cost is probably higher than you think.
Step 6: Check for Real-World Support and Community
You’ll hit snags. What matters is how fast you can fix them.
- Support: Is there live chat or just a ticket system? How fast do they respond?
- Docs and training: Is there a real knowledge base, or just a few FAQs?
- Community: Are there active user groups or Slack channels where you can swap tips (or commiserate)?
- Product updates: Are they shipping improvements, or has the tool looked the same for two years?
Pro Tip: Search LinkedIn or Reddit for unfiltered user opinions—people are pretty honest about what annoys them.
Step 7: Make a Decision (Then Re-Evaluate in 90 Days)
Pick the tool that best fits your team’s real workflow—not what got the flashiest demo.
- Roll it out to a small group first (if possible).
- Track your key metrics (meetings booked, replies, time spent prospecting).
- Be ready to switch if it’s not delivering. Don’t get locked in just because switching is annoying.
What’s Actually Different About Humanlinker?
Let’s be straight: Humanlinker pitches itself as the “AI-powered personalisation engine” for B2B sales. Here’s what actually stands out (and what doesn’t):
What Works
- Strong LinkedIn integration: Good for teams who prospect there daily.
- AI-powered research and suggestions: Can save time on prep, as long as the suggestions are accurate.
- Personalization at scale: If your team struggles to find a “hook” for each prospect, this might help.
What to Watch Out For
- AI can get things wrong. Always double-check the context before hitting send—no one likes a weird, mismatched intro line.
- Workflow fit. If your sales process is highly custom or you already have a stack you like, Humanlinker might feel redundant.
- Pricing: If your team is small, or only needs a few features, you might be paying for stuff you won’t use.
What to Ignore
- Any claims about “revolutionizing” sales. No tool will fix broken processes or unmotivated reps. It’s a tool, not a silver bullet.
Keep It Simple, and Don’t Overthink It
There’s no perfect sales platform. The right tool is the one your team will use, that fits your workflow, and actually saves you time—or helps you close more deals.
Start small, get feedback, and be ready to change your mind if something better comes along. Don’t let a slick sales pitch (or fear of missing out) drive your decision. Keep it practical, and focus on what actually helps your team win.