Finding the right B2B go-to-market (GTM) tool can feel like wading through a swamp of buzzwords and half-baked promises. If you’re a sales, marketing, or revenue operations lead—someone who actually has to hit targets, not just make slide decks—this guide is for you. Let's strip away the noise and focus on what matters, why it matters, and how Heyreach actually measures up.
Why Picking the Right GTM Tool Actually Matters
A good GTM tool doesn’t just help you “collaborate” or “drive synergy.” It should help you find, connect with, and convert the right leads—faster and with less hassle. The wrong tool wastes your time, burns your budget, and leaves your pipeline limping. The right one just gets out of your way and lets you do your job.
This guide will walk you through the features that matter (and what you can safely ignore), with honest takes on how Heyreach handles each need.
1. Core Features Every B2B GTM Tool Should Have
Let’s start with the basics. If a tool can’t do these things, keep looking.
Lead Sourcing & List Building
- Why it matters: If you can’t easily find the right prospects, nothing else matters.
- What to look for: Smart filtering, data accuracy, and integrations with major platforms (LinkedIn, CRMs, etc.).
- Heyreach reality check: Heyreach doesn’t try to replace your lead database. Instead, it plugs into what you already use. If you’re already buying data or scraping leads elsewhere, this saves you a lot of headaches.
Multi-Channel Outreach
- Why it matters: Email alone is a slog, and LinkedIn is crowded. You need to reach people where they actually read messages.
- What to look for: Ability to run campaigns over LinkedIn, email, and maybe even SMS or WhatsApp (if your audience is there).
- Heyreach reality check: Heyreach focuses on LinkedIn outreach, and does it well. If you want a single tool to blast emails and run cold calls, this isn’t it. But if LinkedIn is your main hunting ground, Heyreach is built for you.
Campaign Automation
- Why it matters: Manual outreach is slow and a recipe for burnout.
- What to look for: Easy-to-build sequences, auto-follow-ups, and clear scheduling.
- Heyreach reality check: Setting up campaigns in Heyreach is straightforward. You can queue up personalized touches and the system handles the drudge work. The UI is clean—no endless menus or hoops to jump through.
Personalization (That Actually Works)
- Why it matters: Copy-paste messages get ignored. But “Hi {first_name}” isn’t real personalization, either.
- What to look for: Dynamic fields, templates, and ways to tweak messages based on lead data.
- Heyreach reality check: Heyreach lets you pull in data points like company, job title, and more. It’s not magic, but it gets the job done—if you take five minutes to set up thoughtful templates.
2. Features That Sound Cool, But Rarely Matter
Let’s be honest—a lot of GTM tools tout features you’ll never use. Here’s what you can safely ignore (unless you have a niche use case):
- AI-powered sentiment analysis: Sounds good on paper, but the reality is still pretty shallow. You’ll get better results reading a few replies yourself.
- Gamification dashboards: If your team is motivated by badges, you have bigger problems.
- Deep reporting “insights”: Most of these boil down to open/click/reply rates, which all decent tools give you.
Heyreach doesn’t clutter things with fluff. The focus is on getting your messages out, tracking replies, and keeping you moving.
3. Integration: How Well Does It Play with Others?
Your GTM tool shouldn’t try to be your everything. It should fit into your stack without drama.
- CRM Integration: You want new leads and conversations to sync without copy-pasting.
- Calendar & Meeting Tools: Booking links that actually work.
- Export Options: CSV, webhooks, whatever you need to get data out.
Heyreach reality check: Heyreach plays nice with most major CRMs via basic integrations and Zapier. If you’re looking for deep, two-way sync with custom fields, you’ll need to do a bit of setup (or use a connector). But for most use cases—getting leads and replies into your CRM—it works, and it’s not a headache to set up.
4. Deliverability and Compliance: Will Your Messages Even Land?
You can have the best campaign in the world, but if your messages get flagged as spam, it’s all wasted effort.
- Deliverability Controls: Does the tool help you avoid spam triggers? Are there built-in limits to mimic human sending?
- Compliance: Especially with GDPR and privacy rules, does the tool help you stay out of trouble?
Heyreach reality check: One of Heyreach’s best features is its focus on safe sending. It staggers outreach, randomizes timing, and avoids obvious “bot” behavior. You’re much less likely to get your LinkedIn account flagged. On the compliance front, you’re still responsible for your messaging, but the tool does its part to help you avoid easy mistakes.
5. Usability: Will Your Team Actually Use It?
A tool that’s “powerful” but confusing is just expensive shelfware.
- Clean UI: Can you get a campaign out the door in 10 minutes, or do you need a two-hour training call?
- Support: Can you get a real human if you’re stuck?
- Documentation: Clear, short, and searchable beats 50-page PDFs.
Heyreach reality check: The UI is refreshingly simple. You won’t need to babysit team members or run internal trainings. Support is responsive—no endless ticket queues. And the documentation covers what you actually need, without a bunch of marketing fluff.
6. Pricing: What Are You Actually Paying For?
Let’s cut to the chase—most GTM tools are priced to squeeze every seat. Watch for:
- Per-user pricing: Can get expensive fast.
- Hidden add-ons: Some tools lock “advanced” features behind extra paywalls.
- Trial periods: Is there a real free trial, or just a demo?
Heyreach reality check: Heyreach’s pricing is straightforward. You pay for what you use—no nickel-and-diming for basic features. There’s a real free trial, so you can actually try before you buy. You won’t get a bunch of surprise charges.
7. What About Scale? (And When Not to Overthink It)
It’s easy to get fixated on “scaling” before you’ve even nailed the basics. Unless you’re running a 100+ seat outbound team, most of the bells and whistles in GTM software are overkill.
- Start simple: Make sure you can get real results with your first few campaigns.
- Iterate: Once you know what works, then worry about automations and reporting.
Heyreach is built for small and mid-sized teams who want to move fast. If you need complex role-based permissions or deep analytics, you might outgrow it. But for most companies, keeping things simple is actually a feature.
Quick Pro Tips for Picking (and Using) a GTM Tool
- Don’t chase “AI” promises. Most “AI” in GTM is just fancy text replacement and basic analytics.
- Prioritize deliverability and compliance. Getting banned or flagged kills your GTM efforts instantly.
- Test support before you buy. Send a real question and see how fast (and useful) the answer is.
- Set up integrations early. Don’t wait until your pipeline is full to connect your CRM.
- Keep your outreach personal. Templates are fine, but generic spam will always get ignored.
Keep It Simple. Iterate Fast.
There’s no magic GTM tool that will do your job for you. But picking the right one can make your life a lot easier, help you avoid rookie mistakes, and actually move the needle. Start with the basics, ignore the fluff, and don’t be afraid to change things up as you learn what works.
Heyreach is a solid, no-nonsense choice for teams serious about LinkedIn outreach who don’t want to babysit a bloated tool. Try it, see if it fits, and remember—no tool is a silver bullet. The real work is in your messaging, your process, and your follow-through. Keep it simple, test, and keep moving.