If you’re running a B2B company, you already know email is the main artery for sales, support, and just about everything else. That also makes it a prime target for scams, hacks, and all kinds of headaches. There’s no shortage of “advanced” email protection tools claiming to solve it all, but most are either overkill, underwhelming, or just plain confusing.
This article’s for people who want to cut through the noise and pick go-to-market (GTM) software that actually keeps email safe—without making everyone’s life harder. Whether you’re evaluating well-known names or something newer like Emailguard, here’s what actually matters, what’s just marketing fluff, and how to avoid buyer’s remorse.
Why Email Security Actually Matters in B2B GTM
Let’s get this out of the way: attackers love B2B email because the stakes are high. One wrong click and you’ve got a ransomware nightmare or leaked customer list. But most GTM teams also need to send and receive a lot of legit external email—so you can’t just lock everything down.
The trick is finding software that protects you from real threats without slowing down your marketing, sales, or customer success teams. And no, “AI-powered” doesn’t automatically mean it’s better (more on that later).
The Non-Negotiables: Features You Absolutely Need
Don’t get distracted by dashboards and bells and whistles. Here’s what actually matters:
1. Robust Spam and Phishing Detection
- Why it matters: Most threats still arrive as good old spam or phishing emails. If your GTM software can’t reliably catch these, it doesn’t matter what else it does.
- What to look for:
- Multi-layered detection (content analysis, sender reputation, suspicious links/attachments)
- Regular updates to threat databases
- Ability to scan both inbound and outbound mail
Pro tip: Don’t settle for “industry standard” as a description. Ask for actual false positive/negative rates. If a vendor can’t give you numbers, they probably haven’t measured.
2. Easy Integration With Your Existing Tools
- Why it matters: Your GTM stack probably includes CRM, marketing automation, and a bunch of other things. Clunky integrations mean gaps in protection—or hours wasted on setup.
- What to look for:
- Native support for your email platform (Google Workspace, Microsoft 365, etc.)
- API access for custom workflows
- Prebuilt connectors to tools you actually use, not just a laundry list
Skip: Solutions that force you to reroute all mail through their servers unless you have a solid IT team and a real reason for it.
3. Granular Policy Controls (But Not Overkill)
- Why it matters: Every GTM team works differently. You want to set rules (e.g., block all attachments from unknown senders, flag spoofing attempts) but not drown in configuration hell.
- What to look for:
- Role-based controls (different policies for sales, execs, support, etc.)
- Clear logs and reason codes—so you know why something was blocked
- Templates or presets for common policies
Watch out: Tools that make you write your own detection rules from scratch. Unless you have a security engineer on payroll, this is more trouble than it’s worth.
4. Real-Time Threat Intelligence
- Why it matters: Attackers don’t wait for your weekly software update. You need protection that learns from what’s happening to everyone, not just you.
- What to look for:
- Automatic updates—no action required from your team
- Use of global threat feeds (but not just generic lists from years ago)
- Transparency about data sources
Ignore: Vague claims about “machine learning” or “proprietary AI” unless they can explain how it actually helps. Plenty of products slap these on the website with nothing behind them.
5. User-Friendly Quarantine and Release
- Why it matters: Sometimes even the best filter catches legit emails. If users can’t easily review and release them, work grinds to a halt.
- What to look for:
- Simple web or email-based quarantine review
- Clear instructions and minimal steps to release or report a message
- Option for admins to override or whitelist when needed
Red flag: Tools that require IT tickets for every release. Your sales team will revolt.
6. Reporting and Visibility
- Why it matters: If you can’t see what’s being blocked, missed, or flagged, you’re flying blind.
- What to look for:
- Clear, actionable reports (not just pretty charts)
- Alerting for real threats—not just a daily email nobody reads
- Drill-down options for suspicious activity
Nice-to-Haves (But Not Dealbreakers)
Some features sound impressive but aren’t actually essential for most B2B GTM teams. Here’s what’s nice, but shouldn’t drive your decision:
- Advanced attachment sandboxing: Handy if you’re often exchanging weird file types. For standard PDFs and docs, most threats are caught by earlier filters.
- DMARC/DKIM/SPF management: Useful for brand protection, but often handled outside GTM tools.
- Automated incident response: Great if you have a security team. Otherwise, it’s usually more complexity than value.
What to Ignore (Or At Least, Be Skeptical About)
- Buzzword Bingo: “Zero trust,” “next-gen,” “AI-driven,” etc. Ask for specifics. If you can’t get a plain explanation, assume it’s lipstick on a pig.
- Unnecessary lock-in: If you can’t easily export your data or switch providers, think twice.
- Features nobody uses: Email encryption, secure portals, and other add-ons sound nice but usually just add friction in a B2B context.
How to Actually Evaluate a Solution
Most security software sounds good until you have to live with it. Here’s a simple way to cut through the hype:
-
Run a Pilot
Don’t just watch a demo—set up a trial for a small group. See what gets blocked, what gets through, and how much hassle it causes. -
Check User Experience
Ask the people who actually send/receive email: Is anything getting lost? Is quarantine a pain? Are important messages delayed? -
Measure the Impact
Track false positives and negatives for a couple of weeks. If you’re spending more time fixing “protection” than dealing with threats, move on. -
Test Support Responsiveness
Sooner or later, you’ll need to talk to support. Send them a real question during your trial—see how fast and useful the response is. -
Review Pricing Honestly
Does the price make sense for your risk level and team size? Some vendors charge by mailbox, others by usage—watch for hidden fees.
Real-World Considerations: What Actually Works
- Balance is key: Too strict, and you’ll annoy everyone. Too lax, and you’ll get burned.
- You don’t need a “single pane of glass”: It’s a nice line, but most GTM teams just need clear alerts and the ability to take action fast.
- Iterate: Start with a basic rule set, then tune over time. Don’t try to solve every edge case on day one.
Summary: Keep It Simple, Focus on What Matters
Most B2B GTM email protection software looks the same until you use it. Don’t buy the hype. Look for software that actually blocks real threats, fits into your workflow, and doesn’t make life miserable for your team. Start with the essentials, test in the real world, and tweak as you go.
If you’re still deciding, remember: simpler is usually better. And anything you can’t explain to your team in a minute probably isn’t worth your money.