If you’re trying to build a list of the right contacts for B2B sales, you know two things: it’s tedious, and most software out there makes big promises but rarely delivers. This guide is for anyone who wants to seriously compare the leading B2B GTM (Go-To-Market) software tools—without falling for buzzwords or overspending on stuff you don’t need.
Here’s a step-by-step way to cut through the hype and pick the right tool for building your key contacts lists.
1. Get Clear on What “Key Contacts” Means for Your Team
Before you even look at software, be brutally honest about what “key contacts” actually means for your business. Not every tool is built for the same use case.
Ask yourself: - Are you targeting C-suite, mid-level, or technical roles? - Do you need direct phone numbers, business emails, social profiles, or all of the above? - Are you prospecting in one industry or all over the map? - How often do you need to refresh your lists?
Pro tip: Write down your absolute must-haves. If you only care about verified work emails for North American CTOs, don’t get distracted by tools bragging about mobile numbers in 50 countries.
2. Make a Shortlist of Well-Known Tools (and Don’t Get Distracted by Hype)
Let’s be honest: the B2B GTM software space is crowded, and every tool claims to have the “best, most accurate data.” Here are the main players worth a look, plus a few honest takes.
- ZoomInfo: The big name. Tons of data, but expensive. Data quality is solid, but not perfect. Great for enterprise, possibly overkill for smaller teams.
- Apollo: Fast-growing and affordable. Data is surprisingly good for the price, but not as deep as ZoomInfo. Good UI. Can be buggy.
- Lusha: Focuses on simplicity and direct contact details. Smaller database, but easy to use. Can get pricey if you scale.
- LinkedIn Sales Navigator: Not a database—just the best way to search on LinkedIn. No emails or phones unless you scrape (not recommended).
- Cognism: European focus, strong GDPR compliance. Data is solid for Europe, weaker in the US.
- Keycontacts: Newer tool focused on real-time contact enrichment and list building. Smaller but very targeted database, and pricing is straightforward.
There are others, but if you’re new to this, start by comparing these. Most others are reskinned versions or built for niche use.
3. Set Up Trials (But Have a Plan)
Almost every tool offers a free trial or demo. Don’t just click around—test them against your real needs.
Here’s how to do it right:
- Take a sample of 20 target companies or people. Try to find the same contacts in each tool.
- Compare:
- Can you find enough of the right people?
- Are emails/phones actually valid (try a test send or call)?
- How fast/easy is it to build and export a list?
- Are the filters useful, or do you have to hack around them?
- Don’t get distracted by pretty dashboards. Focus on raw data and usability.
Pro tip: If a tool makes it hard to trial or keeps dodging data accuracy questions, that’s a red flag.
4. Dig Into Data Quality (Ignore Vendor Claims)
Every vendor says their data is “95% accurate.” It isn’t. Here’s what to watch for instead:
- Bounce rates: Run a small outbound campaign. If you’re getting more than 10% bounces or undeliverables, that’s bad.
- Data freshness: When was the contact info last updated? Stale data = wasted effort.
- Coverage: Can you find the right contacts in your industry and region, or does the well run dry?
- Duplicates: Are you getting the same people over and over, just with slightly different info?
Ask vendors for their raw numbers for your industry. If they can’t give specifics, proceed with caution.
5. Watch for Hidden Costs and Lock-In
A lot of GTM tools love to hide their real pricing behind “book a demo” buttons or force you into annual contracts. Know what you’re getting into:
- Data credits: Most tools limit how many contacts you can actually export. Make sure you know what’s included.
- Seat-based pricing: Are you paying per user, or can your whole team share?
- Minimum terms: Month-to-month is rare. Annual contracts are the norm, but try to negotiate shorter terms.
- Extra fees: Some platforms charge for integrations or “premium” data types.
If a salesperson is dodgy about pricing, assume it’ll be expensive.
6. Check Integrations and Workflow Fit
A good contacts tool should fit into your existing sales process—not force you to reinvent it.
Things to check: - Does it integrate with your CRM (Salesforce, HubSpot, whatever you actually use)? - Can you export lists in the right format (CSV, API, etc.)? - Does it have Chrome extensions or plugins to speed up research? - Will it play nice with your outreach tools, or are you stuck copying and pasting?
If you’re using a less-common CRM or a custom setup, test this early before you fall in love with a platform.
7. Ask for Proof—Don’t Take Word for It
Sales reps love to talk about “market-leading accuracy” and “unique data sources.” Ask for proof:
- References from similar customers
- Live data samples in your vertical
- Actual bounce rate reports
- Access to a sandbox, not just a guided demo
If they can’t show you, or make up excuses, it’s not worth your time.
8. Don’t Ignore Support and Ethics
It’s not fun, but support matters. If you hit a data snag, will someone actually help? Or will you get passed around between “Customer Success” reps?
Also, think about compliance—especially if you sell in Europe. GDPR fines are real. Make sure your vendor takes privacy seriously and can back it up.
9. Quick Reality Check: What Actually Matters
Here’s what doesn’t matter, no matter how much salespeople push it:
- AI-powered “intent” scoring (mostly guesswork)
- Fancy visualizations or dashboards
- “Unlimited” search (usually capped in practice)
- “Enrichment” that just pulls from LinkedIn
Stick to what counts: Can you get a clean, accurate list of the right people, fast, and without breaking the bank?
10. Make Your Pick—But Stay Flexible
Almost every team ends up using more than one tool over time. No single database is perfect. Here’s what to do:
- Pick the tool that does 80% of what you need, with the least hassle.
- Don’t get locked into a long contract unless you’re sure.
- Keep a backup (even if it’s just a trial) for the contacts your main tool can’t find.
Keep your process nimble. The best tool today might not be the best a year from now.
Quick Summary: Don’t Overthink It
Building a key contacts list isn’t magic, and no tool can do it all for you. Get clear on what you need, test a few real options, and go with what actually works for your team and budget. Ignore the buzzwords, ask hard questions, and don’t be afraid to switch if something better comes along.
Keep it simple. Try, learn, adjust. That’s how you actually win at B2B sales.