If you're in B2B and responsible for getting your product out to market, you know the software you pick can make or break your go-to-market (GTM) strategy. Vendors will promise the moon, but most teams just need tools that make their lives easier, not fancier dashboards or yet another inbox. This guide is for GTM leaders, sales ops, and anyone drowning in options but just wants to know what’ll actually help them hit the number.
Let’s skip the hype and focus on what really matters in B2B GTM software. Then, we'll see how Postal stacks up against these must-haves—warts and all.
Why Getting the Right GTM Software Matters
B2B GTM (go-to-market) means wrangling marketing, sales, customer success, and sometimes even product teams. The right software should cut down on grunt work, help you focus on the right accounts, and actually move deals. Bad software? It just adds busywork and confusion.
Here’s what you should expect from GTM tools: - Less manual data entry - Clearer picture of your pipeline and accounts - Automation that doesn't get in your way - Real integrations with your existing stack - Actual support when you hit a snag
Let’s break down the features that matter—and what’s just noise.
1. Real Integrations (Not Just “Available” on a List)
What to look for: - Tight CRM integration (Salesforce, HubSpot, etc.), not just a logo on a website - Two-way sync—activities and data flow both ways - Integrations with email, calendar, and marketing automation you actually use - Single sign-on (SSO), ideally
Why it matters:
If your GTM software can’t talk to your CRM, you’re stuck double-entering everything. That’s a recipe for errors and wasted time. Surface-level “integrations” usually mean a one-way data dump or a clunky manual export.
Postal’s take:
Postal’s Salesforce and HubSpot integrations are actually usable—activity logs, contact sync, and campaign data flow back and forth. Not perfect, but better than most. If you’re on a less common CRM, you’ll hit some walls. The Zapier connector fills some gaps, but it’s best for simple use cases.
2. Account-Based Targeting and Personalization
What to look for: - Ability to run campaigns targeted at specific accounts or segments - Custom fields and dynamic content (so you’re not blasting generic stuff) - Triggers based on account behavior
Why it matters:
“Spray and pray” doesn’t work in B2B. The software should help you treat your top 100 accounts differently than the rest, with as little manual effort as possible.
Postal’s take:
Postal is built around account-based engagement. You can send gifts, swag, and experiences to targeted accounts, and personalize almost every touch. The UI makes it easy to create segmented campaigns. Downside: truly granular personalization still requires some spreadsheet wrangling if you’re getting fancy.
3. Automation That Actually Saves Time
What to look for: - Automated workflows for repetitive tasks (e.g., follow-ups, reminders) - Ability to schedule sends or actions across channels (email, direct mail, gifts, etc.) - Minimal “babysitting” needed after set-up
Why it matters:
If your team is still doing everything by hand, you’re missing the point of having software at all. But clunky automation just creates new headaches.
Postal’s take:
Postal’s automation is solid for gifting, direct mail, and multi-step campaigns. You can set up triggers (e.g., after a meeting, or when an opportunity hits a certain stage), and Postal handles the rest. There’s a learning curve setting up complex automations, but once it’s running, it works as promised. Pro tip: Start simple—overcomplicated flows tend to break.
4. Reporting That’s Not Just for Show
What to look for: - Out-of-the-box dashboards that answer basic questions (What works? What’s the ROI?) - Ability to export data to your own BI tools or spreadsheets - Attribution tracking (did that gift or direct mail piece actually move the deal?)
Why it matters:
If you can’t see what’s working, you’re flying blind. Pretty charts are useless if they don’t help you make decisions.
Postal’s take:
Postal’s reporting covers the basics: campaign performance, spend, engagement, and some attribution. It’s not going to replace your main analytics platform, but it’s good enough for most teams. If you want to do deep-dive analysis, you’ll be exporting to CSV and slicing it yourself.
5. Real User Experience (No Training Required)
What to look for: - Clean, intuitive UI—your team shouldn’t need a PhD to use it - Fast onboarding—shouldn’t take weeks to get everyone up and running - Good in-app help and responsive support
Why it matters:
The best feature set in the world doesn’t matter if nobody wants to use it. You don’t have time for endless training sessions.
Postal’s take:
Postal is about as straightforward as this category gets. The UI is uncluttered, and most users can figure out the basics without help. Some of the more advanced features (bulk sends, custom automations) could use better tooltips, but support is responsive and actually helpful.
6. Flexibility and Customization (Within Reason)
What to look for: - Ability to customize workflows, templates, and campaigns - Not too rigid—should adapt to your team’s process, not force you into theirs - API access if you need to build something custom
Why it matters:
Every GTM motion is a little different. Rigid software leads to workarounds, which defeats the point.
Postal’s take:
You can customize most things in Postal—templates, gift catalogs, user roles, campaign triggers. API access is available, but like most SaaS APIs, it’s not for the faint of heart. If you want deep customization, you’ll need an ops person who knows their way around APIs and Zapier.
7. A Marketplace That’s Actually Useful
What to look for: - Wide range of gifting, swag, and experience options (not just coffee gift cards) - Quality control—no embarrassing vendor surprises - Ability to add your own branded items
Why it matters:
If your “personalized experience” is just another $5 Starbucks card, you’re not standing out. The marketplace is core to Postal’s pitch, so this is worth a closer look.
Postal’s take:
Postal’s marketplace is broad—they’ve got everything from charity donations to local experiences, with decent coverage in the US. Quality is solid, and you can add your own branded swag. International options are improving, but still a gap if you have a big global presence.
8. Compliance and Privacy: Don’t Get Burned
What to look for: - GDPR and CCPA compliance if you handle EU or California contacts - Clear data handling and deletion policies - Permissions and approval workflows (so rogue reps don’t go wild)
Why it matters:
You don’t want to be the reason for a compliance headache. Especially if your campaigns involve sending physical stuff to prospects.
Postal’s take:
Postal ticks the boxes for US privacy compliance and has GDPR features (data deletion, consent tracking). Approval workflows are built in, which helps with spend control. Just remember: no software will save you from bad internal processes—make sure your team knows the rules.
What to Ignore (or Not Overthink)
- AI features: Most “AI” in GTM software is glorified templating or scoring. Don’t buy hype here.
- Gamification: You’re running a business, not a video game. Focus on features that help you sell.
- Shiny dashboards: If you can’t act on the data, it’s just noise.
The Bottom Line
There’s no silver bullet in GTM software, but you can save yourself a ton of pain by sticking to the essentials: real integrations, account-based workflows, sensible automation, and reporting that helps you make decisions. Postal checks most of these boxes for teams who care about gifting and account engagement, especially if you’re in the US.
Don’t let a long feature list distract you. Start simple, get your team on board, and tweak as you go. The best GTM stack is the one your team actually uses (and doesn’t curse at under their breath).