If you're in B2B sales or marketing, you know the drill: find the right prospects, reach out without being ignored, and prove ROI without burning your whole budget. There are a ton of “go to market” platforms promising to make this easier, but most don’t live up to the pitch. This guide breaks down what actually matters in a B2B go-to-market platform, what’s just window dressing, and how Infotelligent stacks up for real teams doing real work.
Who Should Read This
- B2B sales leaders who need more pipeline, not more admin headaches
- Marketing teams tired of list fatigue and bad data
- Anyone tasked with buying or recommending a sales/marketing platform, and doesn’t want to get burned
Let’s cut through the hype.
What Really Matters in a B2B Go-To-Market Platform
There are dozens of features out there, but only a handful really move the needle. Here’s what to look for—and what to skip.
1. Data Quality: The Non-Negotiable
Let’s be honest: most platforms live or die by their data. If the contact info is stale, missing, or wrong, nothing else matters.
What to look for: - Freshness: How often is the database updated? Weekly or daily updates are best. Quarterly isn’t going to cut it. - Coverage: Does it go deep in your target industries, company sizes, and geos—not just claim “millions of contacts”? - Accuracy: What’s the bounce rate on emails? Can you test before you buy?
Red flags: - “AI-powered” data without details on sources or update frequency - No way to validate data before committing
Infotelligent’s take:
Infotelligent claims daily updates and allows users to request custom data pulls if you can’t find what you need. Their bounce rates are lower than most, but always sanity-check with a test list before rolling out across your team.
2. Real Segmentation: Go Beyond Job Titles
You need to slice and dice your audience based on more than just industry and headcount.
What matters: - Firmographics: Industry, revenue, company size, location—basic but essential - Technographics: What tools, platforms, or software does your target use? This is gold for SaaS or IT sales. - Intent signals: Who’s researching, hiring, or showing signs they might buy soon? (Caveat: these are often overhyped.)
Pro tip:
Don’t get distracted by “AI-driven intent” unless you can see exactly what the intent data is based on (e.g., job postings, content downloads, ad clicks).
Infotelligent’s approach:
Infotelligent provides technographics and offers intent data, but—like everyone in this space—intent signals are directionally useful, not gospel. Use them to prioritize, not as the sole decision-maker.
3. Workflow Integration: No More Copy-Paste Hell
If your reps have to manually export and import lists, you’ll lose hours (and their goodwill).
Look for: - CRM integration: Native connections to Salesforce, HubSpot, or whatever you use. - Enrichment on demand: Can you update records or fill in missing data automatically? - Chrome extension: Useful for LinkedIn prospecting or researching on the fly.
What’s nice, but not critical: - Zapier or API access for custom workflows (great if you have technical staff, otherwise overkill)
Infotelligent here:
Infotelligent has direct integrations with Salesforce and HubSpot, plus a Chrome extension for LinkedIn and website prospecting. The API is available, but unless you’ve got dev resources, you’ll probably stick with the basics.
4. Outreach Tools: Built-In vs. Best-in-Class
Some platforms try to be an all-in-one: data, email sending, calling, LinkedIn automation, you name it. In theory, this sounds great. In reality, the outreach features are usually mediocre.
What works: - Lightweight email/sequence tools: Handy for simple campaigns or quick tests. - Click-to-call or dialer: Can speed up cold calling, but only if the numbers are good.
What to ignore: - “LinkedIn automation” that violates LinkedIn’s terms—this is risky and often gets accounts flagged. - Overly complex workflow builders that your team won’t actually use.
Infotelligent’s reality:
Infotelligent offers email sequencing and click-to-call, but if you already have Outreach, Salesloft, or similar, you’ll probably stick with those. Their built-in tools are decent for small teams or solo reps, but not a replacement for dedicated platforms.
5. Usability: Don’t Make Your Team Hate You
A platform can have every feature in the world, but if the UI is clunky or slow, your team won’t use it.
Ask yourself: - How fast can a new rep get up and running? - Is it easy to create and save lists? - How many clicks to get contact info into your CRM?
What to avoid: - Overly busy dashboards that hide the actual features you need. - “Gamification” or widgets that just distract from the job.
Infotelligent’s UI:
It’s not flashy, but it’s straightforward. The search builder is simple, and the Chrome extension is fast. Not the prettiest, but gets the job done—honestly, that’s a good thing.
6. Pricing and Transparency
Nobody likes talking to five sales reps just to find out the price. Unfortunately, this is still the norm.
What to look for: - Clear, public pricing—or at least a ballpark before a demo - Flexible plans (monthly/annual, per seat, or usage-based) - Free trial or guaranteed refund period
Infotelligent’s pricing:
You’ll have to talk to sales for an exact quote, but most users report mid-market pricing—not the cheapest, but not crazy either. They offer a free trial and are upfront about what you get.
What’s Mostly Hype (and What to Ignore)
A lot of platforms will push “AI” and “machine learning” like it’s a magic wand. Here’s what to keep in perspective:
- Intent data: Useful for prioritization, but don’t expect it to replace actual qualification.
- AI scoring: Can help, but the best signal is still a human conversation.
- Predictive analytics: Nice if you have huge volumes, but if your team is under 50 reps, it’s rarely worth the extra cost.
Focus on tools that save time and improve accuracy—everything else is window dressing.
How Infotelligent Stands Out (and Where It Doesn’t)
Let’s be honest: Infotelligent isn’t the only game in town, but here’s where it punches above its weight:
Strengths: - Consistently updated, accurate database—especially for North America and tech companies. - Useful Chrome extension that makes LinkedIn prospecting easy. - Real sales and marketing integrations—no Frankenstein setups. - Good customer support and willingness to do custom data pulls.
Weak Spots: - Less coverage internationally, especially outside English-speaking markets. - Outreach tools are solid for small teams, but you’ll want dedicated tools if you’re scaling. - Pricing isn’t a bargain-basement deal, but you get what you pay for in data quality.
Bottom line:
Infotelligent does the basics—data, segmentation, integrations—very well. If you want a flashy “all-in-one” platform with a million unproven features, look elsewhere. If you want reliable data and simple workflows, it’s a strong pick.
Quick Checklist: What You Actually Need
Before you buy any B2B go-to-market platform, ask:
- Is the data accurate and refreshed often?
- Can I segment my audience the way my business needs?
- Will this integrate with my current tools (CRM, enrichment, outreach)?
- Is it easy enough for my team to actually use every day?
- Can I get pricing and test it before committing?
If you can check these boxes, you’ll avoid most of the headaches that come with picking the wrong tool.
Keep It Simple, Iterate Fast
There’s no perfect platform. Pick something that nails the basics—accurate data, easy integration, and a UI your team doesn’t hate. Test it, get feedback from your reps, and don’t be afraid to switch if it’s not working. The fancy features can wait. In B2B, the fundamentals are still what move the needle.