Is B2B GTM (Go-To-Market) software worth the hype, or just another dashboard you'll never check? If you’re a sales or marketing leader, you’ve probably seen a dozen pitches promising to “transform your pipeline.” Reality: most of it is overkill—or just plain confusing. Here’s how to cut through the noise, focus on what really matters, and see how Humantic fits into the picture.
Why Should You Care About “GTM Software” Anyway?
Let’s be honest. Most B2B teams limp along with a hodgepodge of CRMs, spreadsheets, and a bunch of browser tabs. GTM software claims to bring sanity: helping you target, engage, and close the right buyers, faster and more efficiently.
But not every flashy feature will move your numbers. Some are just there to look good in demos. The real question: What genuinely helps your team do better work without adding busywork?
The Key Features That Actually Matter
Here’s a breakdown of the features you should care about—and which ones you can probably ignore.
1. Buyer Intelligence That’s Actually Useful
Every GTM tool claims some kind of “buyer intelligence,” but most just scrape LinkedIn and call it a day. What you want:
- Personality Insights: Beyond job title—how does this person make decisions? Are they data-driven or gut-feel types?
- Actionable Recommendations: Not just data, but advice you can use: “Lead with case studies” or “Keep it short and direct.”
- Real-Time Updates: Does the tool keep profiles fresh, or are you working off last quarter’s info?
What to Ignore: Fluffy “AI-powered” recommendations that feel generic after the third one. If it’s not tailored, it’s not helpful.
Humantic’s Take: Humantic focuses on predictive buyer intelligence. Instead of just guessing from social data, it uses behavioral science to offer specific personality profiles and communication tips. You get custom recommendations for each prospect—actual, concrete advice your reps can use in emails and calls. The info is updated regularly, which matters more than you think.
2. Seamless CRM Integration
If your reps have to copy-paste data or switch between tabs, they’ll stop using the tool. Period.
- Native Integrations: Does it plug into Salesforce, HubSpot, or whatever your team already uses?
- Automatic Data Sync: Does the tool update records, or does someone need to push a button?
- Minimal Training Required: If it needs a three-hour webinar to get started, it’s too complicated.
What to Ignore: Chrome extensions that “sort of” work, or APIs that only your IT person understands.
Humantic’s Take: Humantic offers direct integrations with major CRMs like Salesforce and HubSpot. It works inside your CRM, so reps see buyer insights right where they work—no extra tabs, no hunting. Setup is pretty painless, and there’s not much of a learning curve.
3. Prioritization and Scoring That Doesn’t Suck
Everyone promises “AI-powered lead scoring.” The reality: Many tools just reward whoever opened your email five times at 2 a.m.
- Transparent Scoring: Can you see why a lead is ranked high? Or is it a black box?
- Customizable Models: Can you tweak the scoring, or are you stuck with their formula?
- Actionable Next Steps: Does the tool suggest what to do with top leads, or just leave you guessing?
What to Ignore: Any scoring system that can’t explain itself in plain English.
Humantic’s Take: Humantic gives you a clear breakdown of how it ranks prospects—personality fit, behavioral signals, and so on. You can adjust what matters most to your team. The recommendations are tied to next steps, not just scores. That’s a big deal if you’re tired of black-box “AI” that’s right only half the time.
4. Personalization at Scale (Without Spamminess)
Your prospects know when they’re getting boilerplate emails. Real personalization is more than “Hi {{FirstName}}.”
- Dynamic Messaging: Can you adjust messaging based on personality or role?
- Templates That Don’t Suck: Does the tool provide real templates, or just mail-merge fields?
- A/B Testing Built-In: Can you quickly test what actually works?
What to Ignore: Tools that promise “hyper-personalization” but only let you swap out a few words.
Humantic’s Take: Humantic leans into personality-driven messaging. It suggests what tone and arguments will land best for each prospect—so your outreach feels relevant, not robotic. Templates are practical and based on real behavioral science, not just “We noticed you went to [University].”
5. Data Privacy and Compliance
B2B buyers are (rightly) skittish about how their data is used. If your GTM tool is sketchy, it’s your reputation on the line.
- Clear Privacy Policy: Is it written in English, or legalese?
- GDPR/CCPA Compliance: Does the company take privacy seriously?
- Data Ownership: Can you delete your data or take it with you?
What to Ignore: Vague “we care about your privacy” statements with no real details.
Humantic’s Take: Humantic spells out privacy policies in plain language and is compliant with major regulations. You control your own data—export, delete, whatever. It’s not the sexiest feature, but it matters.
6. Simplicity and Usability
If your team hates using the tool, it’s dead on arrival.
- Clean Interface: Is it cluttered or easy to navigate?
- Mobile-Friendly: Can reps use it on the go?
- Speed: Does it lag, or is it snappy?
What to Ignore: Animated dashboards and “gamified” leaderboards that add nothing to your actual workflow.
Humantic’s Take: Humantic keeps things straightforward. The interface is simple, and most people pick it up in minutes. It works on desktop and is usable on mobile, though it’s not a full-blown mobile app. No flashy widgets, just the info you need.
What About the Stuff You Don’t Need?
Let’s call out some “features” you can safely skip:
- Overblown Analytics: If you already have a BI tool or CRM reporting, you don’t need yet another analytics dashboard.
- “AI Chatbots” for Everything: Most are clunky and get in the way.
- Endless Customization: If you need to hire a consultant to set it up, it’s too much.
Stick to what genuinely moves the needle for your team.
Pro Tips for Picking a GTM Tool (And Actually Getting Value)
- Start Small: Don’t roll out every feature on day one. Pick the one thing that’ll save your team the most time and build from there.
- Get User Feedback Early: Ask your reps if it’s actually helping. If not, don’t be afraid to switch things up.
- Beware of Lock-In: Make sure you can export your data and aren’t stuck if you outgrow the tool.
- Ask for a Real Demo: Not the sanitized marketing demo—ask to see your own data in the system.
Bottom Line
There’s no shortage of B2B GTM software promising to revolutionize your sales process. Most of it is noise. Focus on tools that make your team’s life easier, not harder. Humantic hits the mark on actionable buyer intelligence and real personalization, without turning your workflow upside down. Try what makes sense, skip what doesn’t, and remember: keep it simple. Iterate as you go. The best GTM software is the one your team actually uses.