If you’re hunting for a B2B go-to-market (GTM) platform, you’re probably already drowning in product pages, copy-pasted feature lists, and fluffy promises. Here’s the deal: most platforms look the same on paper, but a handful of features (and how they actually work in real life) make all the difference. This guide cuts through the noise, zeros in on what actually matters, and gives you a real-world look at where Closelyhq fits in.
This is for founders, sales leads, and anyone tired of trial-and-error with sales tools. If you want honest answers and practical advice, keep reading.
What to Actually Look For in a B2B GTM Platform
Let’s skip the buzzwords. Here’s what you really need to care about:
1. Accurate and Actionable Data
You’ll hear a lot about “robust data” and “deep insights,” but what you need is current, reliable info on your target companies and contacts. If the data’s stale, you’re wasting your team’s time (and probably annoying leads).
Look for: - Fresh, verified company and contact data - Easy filtering by real criteria (industry, size, tech stack, etc.) - Data that’s easy to export or sync with your CRM
Red flags: - Vague claims about “millions of records” with no proof of how often it’s updated - Platforms that lock your data in, making it hard to move or use elsewhere
How Closelyhq stacks up:
Closelyhq’s data updates are frequent enough to be useful, and you can filter by practical, sales-relevant criteria. Is it perfect? No data source is. But it’s less about the absolute numbers and more about how quickly you can find and act on leads that aren’t already hammered by your competitors.
2. Simple, Usable Outreach Tools
A lot of platforms promise “multi-channel engagement.” Translation: they let you send emails, maybe some LinkedIn messages, and, if you’re lucky, a call or two. But complexity is the enemy of action—if your team can’t figure it out, they won’t use it.
Look for: - Tools that make it dead-simple to build and send campaigns - Personalization options (not just “Hi {{FirstName}}”) - Easy-to-understand analytics—so you know what’s working
Red flags: - Clunky interfaces or workflows that require a playbook to decipher - “Smart” automation that sends out spammy, obvious templates
How Closelyhq stacks up:
Closelyhq makes it easy to set up campaigns, tweak messages, and actually see which ones are getting replies. You won’t find every bell and whistle, but you get the basics done fast, which is what most teams actually use anyway.
3. Integration With Your Existing Stack
If your GTM platform doesn’t play nicely with your CRM, email, or calendar, it’s just another silo. The best tools don’t make you change your whole workflow—they plug into what you already have.
Look for: - Out-of-the-box integrations with the CRMs and tools you already use (Salesforce, HubSpot, Gmail, Outlook, etc.) - A usable API if you want to build custom stuff later - Easy import/export of lists and campaign data
Red flags: - “Coming soon” integrations that never seem to arrive - Manual CSV uploads as the only option (it’ll get old, fast)
How Closelyhq stacks up:
Closelyhq connects with most of the major CRMs and email providers. Is the integration always seamless? No, and you might need to do some light setup. But you won’t be stuck copying and pasting between tabs all day.
4. Clear Pricing, No Surprise Fees
Hidden fees or “enterprise pricing” that requires a demo just to get a number? That’s usually a sign you’ll get nickel-and-dimed later. You want to know what you’re paying, and what you’re getting, up front.
Look for: - Transparent, published pricing (ideally with a free trial) - Clear limits (contacts, campaigns, seats) so you’re not surprised later
Red flags: - Pricing that’s only available “upon request” - Features locked behind vague “premium” tiers
How Closelyhq stacks up:
Closelyhq’s pricing is upfront, and you can get started without talking to a salesperson. There are limits (like the number of leads or campaigns per month), but you’ll know them before you hit “buy.”
5. Compliance and Deliverability Features
If your emails end up in spam, or you end up on a blocklist, none of this matters. Good platforms help you stay compliant (GDPR, CAN-SPAM, etc.) and keep your sender reputation intact.
Look for: - Built-in checks for email sending limits and throttling - GDPR and privacy compliance baked in - Warnings or safeguards if you’re about to do something risky
Red flags: - No mention of compliance or deliverability controls - Overly aggressive outreach defaults that could get you blacklisted
How Closelyhq stacks up:
Closelyhq includes basic deliverability controls—throttling, opt-out links, and some guidance on safe sending practices. It’s not foolproof (no platform is), so you still need to use your head. But you won’t be left in the dark.
What Features Can You Ignore?
Don’t get distracted by stuff you’ll never use:
- AI “insights” that don’t actually tell you anything actionable. Most of these are just recycled stats in a prettier dashboard.
- Endless customization. Unless you have a team of ops people, you’ll rarely use deep customization options.
- Gimmicky add-ons. Social media auto-posting? Meeting room booking? Those belong in other tools.
Focus on the basics: good data, simple outreach, and integrations. That’s what moves the needle.
Pro Tips for Evaluating Platforms
- Try before you buy. Get your hands dirty with a free trial or demo account. You’ll know in 30 minutes if it’ll work for your team.
- Test the data. Pick a few target companies and see how current the info is. Out-of-date contacts mean wasted effort.
- Ask about deliverability. If a salesperson can’t clearly explain how they help you avoid spam folders, be skeptical.
- Talk to real users. Ignore the testimonials on the homepage. Find someone actually using the tool and ask what annoys them.
- See how easy it is to get out. You’ll need to export your data at some point. If it’s a hassle, walk away now.
The Bottom Line: Start Simple, Iterate Fast
No platform is perfect, and no tool will magically solve your go-to-market problems. The best bet? Pick a platform that does the basics well—good data, simple outreach, and real integrations. Start small, see what works, and tweak from there.
Don’t let feature lists distract you from what actually matters: reaching the right people, at the right companies, with a message that gets a response. Everything else is just window dressing.