So, you’re in the market for a B2B go-to-market (GTM) platform. You’ve probably been buried in sales demos, buzzwords, and “revolutionary” solutions that all sound the same. What actually matters in a GTM platform? Which features are worth paying for, and which are just window dressing? If you’re tired of sorting hype from reality, this guide’s for you.
Whether you’re a marketing leader who needs results, a sales ops pro who’s sick of duct-tape workflows, or a founder just trying to get the team aligned, this article will help you cut through the noise. We’ll dig into the features that actually move the needle—and see how Bullseye lines up against those needs.
What Is a B2B Go To Market Platform, Really?
Before we get to features, let’s get clear on what a GTM platform is—not what the vendors want you to think it is. At its core, a B2B GTM platform is a set of tools that help you:
- Find the right prospects
- Engage them in a meaningful way
- Move them through your sales process without dropping the ball
If a platform can’t do that, all the AI, dashboards, and integrations in the world aren’t going to save you.
1. Data Quality: Garbage In, Garbage Out
You can’t target the right companies if your data’s a mess. Quality data is the foundation of any GTM motion, but a shocking number of platforms treat it as an afterthought.
Look for: - Accurate firmographic and contact data (company size, industry, roles, emails that actually work) - Smart enrichment: Can it fill in the gaps, flag duplicates, and keep your lists updated? - Compliance: Are you at risk of spamming folks who’ve opted out or violating privacy rules?
Bullseye’s approach: Bullseye pulls from reputable data sources and does automated data hygiene (deduplication, validation, enrichment). It won’t promise 100% perfection—no tool can—but it does try to flag stale or suspect data before it ends up in your reps’ hands. You can set your own rules for what gets in, which is more than some platforms offer.
What to skip: Platforms that brag about "millions of contacts" but don’t show how they keep the data fresh. More isn’t better if half your emails bounce.
2. Segmentation and Targeting: Don’t Spray and Pray
The best GTM teams don’t blast the same message to everyone—they get specific. Segmentation tools help you focus on the accounts and contacts most likely to buy.
Look for: - Flexible filters: Can you slice and dice by company size, tech stack, recent funding, buying signals? - Dynamic lists: As new data comes in, do your target lists update automatically? - Account scoring: Can you rank accounts based on real buying intent, not just random attributes?
Bullseye’s approach: You get robust filtering down to surprisingly granular levels (think: “VPs of IT at healthcare firms using AWS in the Midwest”). Lists update in real-time as new data flows in. The scoring models aren’t black boxes—you can tweak the rules or ignore them if you prefer your own approach.
What to ignore: Any platform that says “AI-powered targeting” but can’t show you how it works—or why you should trust it.
3. Workflow Automation: Less Clicking, More Selling
Manual work kills productivity. Good automation lets your team spend time having real conversations, not updating spreadsheets.
Look for: - Trigger-based workflows: Can you set up actions like “if a lead opens this email, assign to rep” or “if a company moves to a new funding round, alert sales”? - Multi-channel outreach: Does automation cover email, LinkedIn, calls, and more—or is it just fancy mail merge? - Integration with your CRM: No one wants to manage two sources of truth.
Bullseye’s approach: Bullseye has solid workflow automation. You can trigger actions based on almost any data change or behavior, and it pipes updates into Salesforce, HubSpot, or wherever your team lives. It’s not the most advanced in the world—don’t expect full Robotic Process Automation—but it’s very usable and covers 95% of what most B2B teams need.
What to skip: Over-complicated workflow builders that require a computer science degree. If it takes more than 30 minutes to set up a basic sequence, move on.
4. Reporting & Analytics: Show Me the Money
You need to know what’s working. Reporting isn’t just about dashboards—it’s about actionable insights.
Look for: - Customizable dashboards: Can you build views for sales, marketing, execs? - Attribution tracking: Can you see which campaigns or actions actually drive pipeline? - Real-time updates: Out-of-date reports are just noise.
Bullseye’s approach: Bullseye gives you drag-and-drop dashboards and a basic (but reliable) attribution engine. You can track campaigns, see conversion rates, and export raw data if you want to crunch numbers your own way. It doesn’t try to replace your BI tool, which is honestly a good thing.
What to ignore: Platforms that show you a wall of vanity metrics. If you can’t connect activity to revenue, it’s just noise.
5. Integrations: Play Nice with the Rest of Your Stack
No GTM platform is an island. The best ones make it easy to plug in and keep your stack humming.
Look for: - Native CRM integrations: Salesforce, HubSpot, and the rest—out of the box, not via Zapier workarounds - Marketing tools: Can you sync with your email, ad, and webinar platforms? - Open API: When you need to do something custom, is it possible?
Bullseye’s approach: Bullseye integrates natively with the major CRMs and a decent list of marketing tools. The API is well-documented and doesn’t require jumping through hoops. Some niche integrations aren’t there yet, but for 90% of B2B teams, it covers the basics.
What to skip: Closed systems that try to lock you in. These are headaches waiting to happen.
6. Usability: Your Team Shouldn’t Hate It
It doesn’t matter how powerful a platform is if your team won’t use it. Usability is underrated but critical.
Look for: - Clear navigation: Can a new rep figure it out with minimal training? - Fast performance: No one wants to wait 10 seconds for a list to load. - Accessible support: Is help easy to find when you need it?
Bullseye’s approach: The UI is clean and straightforward. There’s in-app chat support with real people (not bots). It’s not the prettiest tool on the market, but it’s reliable and gets out of your way. Training new reps is quick.
What to ignore: Platforms that hide core features behind endless menus or have “modern” interfaces that actually slow you down.
7. Pricing Transparency: No Surprises
Let’s be honest: SaaS pricing can be a minefield. Look for vendors who are upfront about cost and don’t nickel-and-dime you for basic features.
Look for: - Clear, public pricing: Or at least a real quote before you waste your time with demos. - No required add-ons: Are you forced to upgrade just to get essentials? - Fair user limits: Does the pricing scale in a way that makes sense for your team size?
Bullseye’s approach: Pricing is listed on the website, and you can see what’s included at each tier. Some advanced features (like custom scoring algorithms) are only in higher tiers, but the essentials are all there in the base package.
What to skip: Platforms that make you “call for pricing” just to get the basics. If you can’t know what you’ll pay, assume it’ll be more than you want.
Pro Tips: Features That Sound Good But Rarely Matter
- AI Everything: Unless you see a clear, measurable impact, most “AI” features are just basic automation with a new label.
- Social Selling Widgets: If your buyers aren’t active on social, these tools add little value.
- Endless Customization: More options mean more setup time. Most teams use a handful of workflows—don’t overthink it.
Wrapping Up: Keep It Simple, Iterate Fast
Here’s the truth: Most B2B GTM platforms do 80% of the same things. The trick is to focus on what’ll make the biggest difference for your team—clean data, smart targeting, easy automation, and reports you can actually use. Bullseye hits those marks without trying to be everything for everyone, and that’s often the right call.
Don’t let feature lists or flashy demos distract you. Pick something that’s good enough, roll it out, see what works, and adjust as you go. Simple beats perfect every time.