If you’re trying to pick a B2B go-to-market (GTM) tool, you’ve got a lot of buzzwords and sales pitches to wade through. Which features matter? What’s just fluff? And what about when your team is growing, but you don’t want to spend half your budget or hire a consultant just to get started?
This guide’s for you: founders, ops leads, or anyone responsible for picking tools that help your team work smarter and actually close deals. We’ll break down which features to look for, what to skip, and how Whereby lines up against the real needs of fast-moving teams.
What Actually Matters in B2B GTM Tools
Not every tool is going to be the “all-in-one” platform you see in ads. That’s OK. What matters is picking features that genuinely help your team execute the basics—finding prospects, communicating clearly, and not wasting time.
Here’s what you should focus on:
1. Simple, Reliable Meeting Experiences
If you’re running demos, onboarding clients, or troubleshooting, your meeting tool should “just work.” No downloads, no 20-minute setup, no “Can you hear me now?”
What to look for: - Browser-based joining (no app installs) - Stable video and audio, even with spotty WiFi - Easy scheduling and calendar integrations - Branded meeting rooms (so you don’t look like you borrowed someone else’s account)
What to ignore:
Fancy features like 3D backgrounds or “AI-powered icebreakers.” If your team’s main job is to connect with customers, these add-ons are probably just distractions.
Whereby’s take:
Whereby’s claim to fame is frictionless video meetings—guests click a link and they’re in. No logins, no downloads. For teams that want to look professional without wrangling IT all day, it’s a real advantage.
2. Strong Integrations (Without Needing an Engineer)
Your GTM tool won’t live in a vacuum. It needs to play nice with your CRM, calendar, email, and maybe your website.
What to look for: - Native integrations with tools you already use (Salesforce, HubSpot, Google Calendar, Slack, etc.) - Easy embed options (for booking links or video rooms) - Zapier support or open APIs, if you get more technical down the line
What to ignore:
A laundry list of integrations with tools you’ve never heard of. Quantity doesn’t beat quality—make sure the integrations actually work and don’t require a developer to set up.
Whereby’s take:
Whereby offers Google Calendar and Outlook integrations, plus an embedded video API. You can drop a meeting room into your site or product with a few lines of code (or no code, if you stick to the basics). If you’re not running a heavy Salesforce workflow, this is probably all you need.
3. Customization & Branding (Without a Marketing Degree)
Your customers should know they’re meeting with you, not some faceless platform.
What to look for: - Custom meeting room URLs (e.g., yourcompany.whereby.com/demo) - Add your logo and brand colors - Remove third-party branding - Custom waiting room messages
What to ignore:
Deep white-labeling (unless you’re reselling the tool). Most growing B2B teams just want their logo and a clean experience—not a full-blown design project.
Whereby’s take:
Whereby lets you customize room links, logos, and colors in minutes. It’s not 100% white-labeled, but it doesn’t need to be for most startups or growing teams—you look sharp, not generic.
4. Scalability That Doesn’t Require an IT Project
When your team grows or your sales process changes, you don’t want to re-platform every six months.
What to look for: - Easy to add/remove users - Simple permission controls (who can create rooms, host, etc.) - Usage analytics (so you know what’s being used and what’s not) - Flexible pricing as you scale
What to ignore:
Enterprise bells and whistles you don’t need yet (multi-region failover, deep audit logs, etc.). Unless you’re a Fortune 500, don’t pay for extras you’ll never use.
Whereby’s take:
Adding teammates is straightforward, and permissions are simple. The analytics are basic but useful—enough to see who’s meeting and how often. Pricing is transparent, and you won’t get hit with a surprise bill for “seat overages.”
5. Security Without a Headache
Security’s non-negotiable, but it shouldn’t be a pain for users. You want the basics handled so your data (and your customers’ data) isn’t floating around unprotected.
What to look for: - Encrypted video and audio - GDPR compliance (especially if you handle EU customers) - SSO (single sign-on) options as you grow
What to ignore:
Scary-looking “compliance” badges with no explanation. If a vendor just waves around acronyms (SOC 2, ISO, etc.) but can’t tell you what they mean, ask for documentation.
Whereby’s take:
Whereby is GDPR-compliant and uses encrypted connections. SSO is available on higher plans—if you need it, it’s there, but you don’t pay for it if you don’t.
What Doesn’t Matter (or Can Wait)
It’s easy to get caught up in feature lists. Here’s a short list of things you can probably skip—at least until you’re much bigger:
- AI-powered insights: Most of these just summarize meetings or try to “coach” sales reps. If you’re tight on budget, skip this for now.
- Deep analytics dashboards: Unless you have a RevOps team, simple usage stats will do.
- Custom-built integrations: Out-of-the-box works fine for most teams. You can always build custom stuff later.
- “Gamification” features: You’re not running a call center; you don’t need badges to get sales reps to join meetings.
Focus on the basics. If a vendor’s pitch makes you feel like you need a PhD to run a demo, it’s a red flag.
Pro Tips for Picking a GTM Tool (and Why Whereby Makes Sense)
- Test with real customers. Don’t just run internal demos—invite a customer to a meeting and see what breaks. That’s where Whereby’s “just click the link” approach shines.
- Check your integrations. Connect your calendar, CRM, or whatever else you use. Make sure it works before you roll it out to the team.
- Look for responsive support. When something goes wrong (and it will), can you get help fast? Whereby’s support team is small but responsive—no getting lost in a ticket queue.
- Don’t overpay. Whereby’s pricing is predictable, and there’s a free plan so you can test before buying. No “call for enterprise pricing” nonsense.
The Honest Bottom Line
B2B GTM tools should help you talk to customers, not add another layer of complexity. For most growing teams, the best tool is the one with the least drama. Whereby fits that bill: easy meetings, clean branding, solid integrations, and no IT headaches.
Don’t get distracted by the latest shiny feature. Get the basics right, roll out what works, and tweak as you go. The best team is the one that spends more time with customers than with their tools. Keep it simple, keep it moving.