If you’re in B2B sales or marketing, you’ve probably heard the pitch: “This GTM platform will transform your pipeline!” Problem is, most of the noise out there is just that—noise. This article is for anyone who’s tired of sifting through buzzwords and wants a clear-eyed look at what actually matters in a B2B “Go-To-Market” (GTM) platform. We’ll break down the features worth your time, what’s just fluff, and how ZoomInfo fits into the picture.
Why GTM Platforms Matter (and Where They Fall Short)
Let’s get this out of the way: no software is going to magically fill your funnel or close deals for you. But a good GTM platform can help you:
- Target the right companies and people
- Keep your data clean and fresh
- Automate the boring stuff so your team can focus on selling
The catch? Most platforms promise the moon and deliver a telescope. To avoid buyer’s regret, here’s what you should really look for—and some honest notes on how ZoomInfo performs.
1. Data Quality and Coverage: The Backbone of Any GTM Platform
What to look for: - Up-to-date company and contact info (emails, direct dials, titles) - Broad coverage across industries and geographies - Actual accuracy—not just a big number on a pricing slide
If your data’s bad, everything else falls apart. Outdated contacts mean wasted dials and emails. Narrow datasets force you to miss big chunks of your market.
How ZoomInfo stacks up:
ZoomInfo’s core is its database. It’s got one of the largest B2B contact and company datasets, and it updates pretty frequently (daily, not monthly). Direct dials and verified emails are a strong point. But, no database is perfect—expect some gaps, especially outside North America or in smaller niches. Their “Scoops” info (company news, funding, org changes) is hit-or-miss—sometimes gold, sometimes just noise.
Pro tip:
Test with a sample list from your real target accounts. No GTM vendor will ever admit to gaps, but you’ll spot them fast when you look up your own prospects.
2. Search & Segmentation: Can You Actually Find What You Need?
What to look for: - Flexible filters (industry, size, tech stack, funding, intent signals, etc.) - Ability to build and save custom audiences - Exclusion options (to skip customers, competitors, or junk leads)
If you can’t slice and dice the data, it’s just a fancy spreadsheet. You want to pull lists based on your criteria, not the vendor’s idea of what matters.
How ZoomInfo stacks up:
Their search builder is pretty robust—filters for job function, tech used, firmographics, and even “intent” (though see below for cautions). Creating and saving segments is easy. The interface isn’t always snappy, and the learning curve is real if you’re new. But you can get granular when you need to.
What to ignore:
Any platform that claims “AI-magic” lists but won’t show you how they’re built. You want control, not black-box recommendations.
3. Intent Data: Hype vs. Reality
What to look for: - Transparent sources (where’s this “intent” actually coming from?) - Signals that make sense for your market - Integration with your workflows (not just another dashboard)
Intent data is everywhere now, but it’s often oversold. It’s supposed to show who’s “in-market”—but it’s usually based on website visits, content downloads, or ad clicks from a handful of third-party sources. Sometimes useful, sometimes just noise.
How ZoomInfo stacks up:
ZoomInfo’s intent data is better than most, but it’s not a crystal ball. If you sell to big tech or finance, it can surface early interest. But for niche or low-volume markets, you’ll get lots of false positives. Treat intent as a “nudge,” not gospel.
Pro tip:
Don’t buy just for intent data. Test-drive it with real campaigns before you build your strategy around it.
4. Integration with Your Stack: It Has to Work With What You’ve Got
What to look for: - Native integrations with your CRM (Salesforce, HubSpot, etc.) - Smooth sync (no duplicate records, no broken fields) - API or export options for custom workflows
If it doesn’t play nice with your existing tools, you’ll spend more time fixing problems than actually selling.
How ZoomInfo stacks up:
Integrates solidly with Salesforce, HubSpot, Outreach, and Marketo. Data syncs are mostly reliable, but you’ll need to set up field mapping carefully—otherwise, you’ll end up with messy records. Their APIs are decent, but not the most flexible if you have unusual needs.
What to ignore:
Vendors bragging about “hundreds of integrations” if you only use two or three. Focus on the ones you’ll actually use day-to-day.
5. Workflow Automation: Time Saved or Just More Clicks?
What to look for: - Automated list building, enrichment, and routing - Triggers for alerts (job changes, funding, etc.) - Tools to help with outreach (but not replace your reps)
You want automation to cut drudge work, not add busywork or create new bottlenecks.
How ZoomInfo stacks up:
Offers automation for prospect list building, enrichment, and alerts. The “Engage” add-on is a basic sales engagement tool—not as full-featured as Outreach or Salesloft, but handy for smaller teams. Automated alerts are useful, but can get noisy if you don’t dial them in.
What to ignore:
“AI-powered” email writers or robo-dialers. These almost always produce generic, easily ignored outreach.
6. Compliance and Privacy: Don’t Get Burned
What to look for: - Clear compliance with GDPR, CCPA, and other privacy rules - Easy opt-out for contacts - Documentation and support for audits
If you’re targeting Europe or California, you can’t afford to ignore data privacy. Some GTM platforms play fast and loose here—don’t get caught out.
How ZoomInfo stacks up:
ZoomInfo has stepped up its compliance game—GDPR and CCPA documentation, opt-out portals, and regular audits. But, some contacts will inevitably get annoyed if you reach out cold. If you’re in a highly regulated industry or region, double-check with your legal team.
7. Pricing and Contracts: Read the Fine Print
What to look for: - Transparent pricing (not “call us for a quote” only) - Flexible user counts and contract lengths - Clear overage/usage rules
This is where a lot of vendors get cagey. The sticker price is rarely the final bill, so watch for add-ons and usage caps.
How ZoomInfo stacks up:
Pricing isn’t public, and negotiations can drag on. Bundled products (like “Engage” or “Chorus”) can jack up your total quickly. Push for a trial and clarity on what’s included vs. extra.
Pro tip:
Don’t be afraid to walk away if the contract feels too restrictive or expensive. There are plenty of fish in the sea.
What’s Overrated: Features You Can Ignore
Not everything matters equally. Here’s what to deprioritize:
- Overcomplicated dashboards. If it takes a week of training, that’s a red flag.
- “AI” for the sake of AI. Most of it’s just marketing fluff.
- Endless integrations. If you aren’t using them, who cares?
- Predictive scoring black boxes. If you can’t see the logic, you can’t trust it.
Wrapping Up: Keep It Simple, Iterate Often
Don’t get dazzled by demos or distracted by bells and whistles. The best GTM platforms do three things well: give you good data, help you find the right people, and fit in with your current workflow.
Start small. Test features with your actual team and market. Don’t be afraid to call out what doesn’t work. Iterate as you go—the “perfect” platform doesn’t exist, but the right one for your business is out there if you focus on what matters.
And if you’re considering ZoomInfo, it’s a solid choice for many B2B teams—just go in with your eyes open, test what’s real, and skip the hype.