Are you staring at a dozen B2B GTM (go-to-market) tools, all promising “personalization at scale” and “revenue acceleration,” and wondering what any of it really means for your business? You’re not alone. Whether you’re considering Tavus for video outreach or looking at other B2B software, there’s a lot of noise—and even more fine print.
This guide is here to help you cut through the fluff and figure out what actually matters when comparing Tavus with other B2B GTM software. It’s for anyone who’s tired of buzzwords and just wants to pick the right tool for their sales or marketing team, without buyer’s remorse.
1. Get Clear on the Job You Need Done
Before you even look at features, write down exactly what you need a GTM tool to do. Not what a vendor says you should want—what you actually need.
Ask yourself: - Do you need help with outbound prospecting, onboarding, or customer follow-up? - Are you after more personalized outreach, better analytics, or just saving your team time? - Who’s going to use this—sales, marketing, customer success, or a mix?
Pro tip: If you can’t explain your use case in one sentence (“We need to send personalized intro videos at scale to cold leads”), you’re not ready to compare tools.
Ignore: Shiny features you’ll never use. If your team hates video, for example, don’t get seduced by fancy video automation.
2. Break Down What Tavus Actually Does (and Doesn’t)
Tavus is best known for AI-generated video personalization. You record a template video, and Tavus creates custom versions that swap in each lead’s name and details. It’s aimed at teams who want to send lots of “personal” videos fast, mostly for outbound sales or onboarding.
What works: - Scalability: You can reach hundreds or thousands of leads with videos that feel (sort of) one-to-one. - Time savings: No more recording the same message over and over. - Integrations: Tavus plugs into some CRMs and outbound tools, so you’re not copying and pasting all day.
What doesn’t: - Personalization limits: The AI can only go so far. If your prospects are savvy, they might spot a mass-produced video. - Video fatigue: Not everyone wants to watch a video—some prefer text or a quick call. - Setup: You’ll need to spend real time getting your script, template, and data fields right.
What to ignore: Don’t get caught up in “hyper-personalization” claims. If everyone’s sending AI videos, it stops feeling special.
3. Identify Your Real Alternatives
Don’t just Google “best B2B GTM tools” and call it a day. Figure out what category you’re shopping in.
Common alternatives to Tavus include:
- Traditional video tools: Vidyard, Loom. Great for manual video, not so much for mass personalization.
- Sales engagement platforms: Outreach, Salesloft. Focused on sequences, calls, and emails—not videos, but strong for overall process.
- Marketing automation: HubSpot, Marketo. Good for broad campaigns, but often weak on personalized video.
Pro tip: If you need a tool that handles everything (video, email, calls, tasks), Tavus probably isn’t it. But if “personalized video at scale” is your jam, Tavus is a contender.
4. Make a Quick Feature Checklist
Don’t drown in feature lists. Make your own, based on your real needs.
Here’s a starter checklist: - Can it personalize content (video, email, etc.) at scale? - Does it integrate with your CRM or existing tech stack? - How’s the onboarding and support? - What’s the pricing model (per user, per video, something else)? - Any limits on usage or hidden fees? - Can you try it before you buy?
Tip: Put your must-haves in one column, nice-to-haves in another, and ignore the rest.
5. Test for Fit, Not Just Demos
Every tool looks slick in a sales demo. But that’s not real life.
Here’s what to do: - Ask for a trial or pilot: See if you can run a real campaign with your data and users. - Check integrations: Does it really sync with your CRM, or will you be exporting CSVs every day? - Use your actual workflow: Don’t let a vendor walk you through a canned workflow. Try your own process and see where it gets clunky.
What to watch out for: - Surprise costs: Are there add-ons, limits, or extra fees not mentioned upfront? - Hidden complexity: Does it take a week to get setup, or can your team get value in a day? - Support quality: Is there a real human who will help you when things break?
6. Look Past Hype: Results That Actually Matter
Vendors love to share “success stories” with wild ROI claims. Take them with a grain of salt.
How to get real answers: - Ask for references from customers like you, not just Fortune 500s. - Search for recent reviews on sites like G2 or Capterra—ignore the ones that sound too glowing. - Ask your network: “Has anyone actually used Tavus (or [competitor]) at a mid-size B2B company?”
Metrics that matter: - Did response rates or booked meetings actually go up? - Did the tool save your team real time? - Did it play nicely with your other tools, or was it a silo?
Ignore: Vanity metrics like “videos sent” or “emails opened.” You care about end results, not activity.
7. Don’t Forget the Human Factor
Does your team actually want to use the tool? If people hate it, it won’t matter how powerful it is.
- Run a pilot with real users.
- Get honest feedback: What’s annoying? What do they love?
- Will using the tool make their day easier, or just add another thing to juggle?
Pro tip: Adoption matters more than features. If your team won’t use it, move on.
8. Make a Decision—Then Revisit It
No tool is forever. Pick the one that fits your needs right now, not what you hope to be doing in five years.
Keep it simple: - Choose the tool that solves your biggest pain with the least hassle. - Set a calendar reminder to review after 3–6 months—be ready to switch if it’s not working.
TL;DR: Cut the Noise, Trust Your Needs
There are a million B2B GTM tools out there, and every one claims to be “the last platform you’ll ever need.” Don’t buy the hype. Start with your actual needs, run a real test with your real team, and ignore anything that doesn’t serve your core goal. Keep it simple, stay skeptical, and don’t be afraid to iterate. That’s how you actually get value—no matter what the sales decks promise.