Looking for the right B2B go-to-market software for exporting and sales? You’re probably drowning in product pages, buzzwords, and feature lists that all sound the same. This guide’s for sales leaders, export managers, and anyone in charge of actually picking and using these tools—not just talking about them in meetings.
If you’ve ever watched a demo and thought, “Okay, but does this actually make my team’s life easier?”—read on. Let’s break down what matters, what’s fluff, and how to actually choose a tool that helps you sell more and waste less time.
Step 1: Get Clear on What You Actually Need
Before you look at another product, get specific about your real problems. Most teams jump straight into software shopping and end up with a bloated mess that doesn’t solve their core issues.
Ask yourself: - Where are your sales and export processes slow or error-prone? - Do you need better lead sourcing, outreach automation, compliance tracking, or just a single source of truth? - Are you dealing with multiple markets and regulations, or are you mostly scaling volume?
Pro tip:
Write down the top three things your team struggles with. If the list is “we don’t have enough leads,” “we spend hours updating spreadsheets,” and “we’re missing key export documents,” then those are your priorities. Ignore everything else for now.
Step 2: Separate ‘Nice-to-Have’ From ‘Must-Have’
Every tool pitches a long list of features. Most aren’t worth your time. Focus on the ones that actually move the needle.
For exporting and B2B sales teams, must-haves usually include: - Reliable contact and lead data (especially for international markets) - Outreach tools (email sequences, call automation, maybe LinkedIn integration) - Export documentation support (for compliance and logistics) - CRM integration (to avoid double data entry) - Decent reporting (so you can see what’s working)
Nice-to-haves (sometimes more trouble than they’re worth): - Fancy AI scoring (“predictive” tools are often just guesswork) - Social media tracking (unless you actually sell on social) - Overcomplicated dashboards (if you need a training manual, skip it)
Ignore:
Anything that promises to “transform your business overnight.” Real improvements are incremental.
Step 3: Cut Through the Demo Theater
Sales demos are designed to wow you, not to show you the day-to-day reality. Here’s how to see through the smoke and mirrors:
- Ask for a trial with your actual data. If you can’t test it hands-on, move on.
- Time common tasks. How long does it take to import leads, send a sequence, generate a document?
- Watch for lag. Does the app slow down or freeze when you push it? That’ll drive your team nuts.
- Get feedback from frontline users. The people actually doing the work will spot clunky interfaces fast.
Pro tip:
Don’t be afraid to walk away. If a vendor dodges basic questions or the software feels overcomplicated, there’s always another option.
Step 4: Check for True Export-Readiness
Most “sales” platforms tack on export features as an afterthought. If exporting is a big part of your business, you need more than a checkbox.
Look for: - Support for key export documents (invoices, certificates, compliance paperwork) - Multi-currency and tax handling - Local regulations support (especially for the markets you care about) - Integration with your freight/logistics partners - Language support for your target regions
Red flags: - “Export support” that’s just a PDF generator - No way to customize documents to your country’s requirements - Vague claims about “global readiness” with no specifics
Honest take:
If you’re exporting and the tool can’t handle your paperwork or region-specific quirks, you’ll be back to spreadsheets in a month.
Step 5: Evaluate Data Quality and Integrations
No matter how slick the software, bad data will tank your results. Also, if your tools don’t talk to each other, you’ll waste time chasing info.
- Lead/Contact Data: Is it fresh? Does it cover the countries you need? Don’t trust claims—ask for sample data.
- Integrations: Can it sync with your CRM (Salesforce, HubSpot, whatever you use)? How about your email and calendar?
- APIs: If you’ve got a custom setup, make sure there are usable APIs. “Zapier integration” is nice, but sometimes too limited.
Pro tip:
Check if you can easily export your own data out of the system. You don’t want to get locked in if you change tools later.
Step 6: Don’t Overpay for Hype—Look at Total Cost
Price tags can be deceiving. Some tools look cheap but nickel-and-dime you with add-ons, user fees, or “premium” features.
- Get clear pricing. Ask for all-in costs, not just starting rates.
- Watch for minimums. Some platforms require a minimum number of seats or annual contracts.
- Factor in onboarding and support. If you need a consultant just to get started, that’s a hidden cost.
- Check upgrade traps. Will you need to buy the expensive tier just to get basic reporting or integrations?
Honest take:
Don’t assume the biggest brand is the best value. Sometimes a newer tool (like ExportApollo.com) can cover your needs at a better price—especially if you don’t need an enterprise-sized solution.
Step 7: Score Tools With a Simple Matrix
Don’t trust your gut alone. Make an old-school scorecard for each tool.
- List your must-haves and nice-to-haves.
- Score each tool (1-5) on each need.
- Add up the totals.
- Get feedback from your team, not just leadership.
This avoids “shiny object syndrome” and keeps everyone honest. If a tool scores low on your real needs but has a cool dashboard, the numbers will keep you grounded.
What (and Who) to Ignore
- Ignore vendor case studies—they’re handpicked.
- Ignore features you’ll never use (AI chatbots, anyone?).
- Ignore the loudest voices in meetings—go with what actually solves your day-to-day pain points.
- Don’t let IT or procurement run the show solo—if they’ve never had to close a deal or ship a pallet, their priorities aren’t yours.
Summary: Keep It Simple, Iterate Often
The best B2B go-to-market tool isn’t the most expensive or the most hyped—it’s the one your team will actually use to fix real problems, without making life harder. Start with your top actual needs, test a few tools (don’t just take demos at face value), and make your pick. Don’t be afraid to switch if something better comes along. Simple beats shiny, every time.