If you’re in B2B sales or marketing and shopping for a go-to-market platform, you already know the landscape is crowded. Every vendor claims their tool is smarter, faster, and more “AI-powered” than the next. But most of us just want something that’ll help us hit targets, not eat up the entire budget or require a PhD to use. This guide is for anyone comparing Mantiks to other B2B platforms and wants the straight story on what features are worth your time—and what’s just noise.
What Actually Matters in a B2B Go-to-Market Platform
Let’s start with a reality check: No platform can magically fix a broken sales process or bad product-market fit. But the right tool can save you time, make your team more productive, and help you spot opportunities you might otherwise miss. Here’s what to keep your eye on:
1. Data Quality (Don’t Just Trust the “AI” Hype)
What to look for: - Data freshness: Are you getting up-to-date info on companies and contacts, or is it the same stale list everyone else is using? - Coverage: Does the database actually include your target industries, roles, and regions? - Accuracy: How many emails bounce? How many contacts are out of date?
What works:
Platforms that invest in real humans and solid integrations (not just scraping) tend to have better data. Mantiks claims direct partnerships and frequent updates—test their sample data with your target list.
What doesn’t:
Vague promises of “AI-enhanced” or “machine learning magic.” If they can’t show you their update cycle or let you trial real data, be skeptical.
Ignore:
“Millions of records” stats. Size means nothing if you can’t find who you want.
2. Usability: Can Your Team Actually Use It?
What to look for: - Learning curve: Can a new hire figure it out in an hour, or will you need two weeks of training? - Interface bloat: Are there a million tabs and buried settings, or is it clean and focused? - Mobile and integrations: Does it work where your team works—browser, mobile, CRM, email?
What works:
Clear dashboards, drag-and-drop lists, and good onboarding. Mantiks, for instance, has a reputation for a simple UI—worth testing in a real workflow.
What doesn’t:
Platforms that brag about “endless customization.” That’s code for “you’ll spend all month setting it up.”
Ignore:
Custom branding and color themes. You’re not running a design agency.
3. Segmentation and Targeting
What to look for: - Filters that matter: Can you slice by firmographics (industry, size), technographics (what tools they use), buying signals, or intent? - List building: Is it easy to save, export, and update lists as you go? - Dynamic updates: If a company changes (say, new funding or new exec), do your lists update automatically?
What works:
Platforms that let you build precise, refreshable segments. Mantiks does some of this well, especially if your ICP is evolving.
What doesn’t:
Rigid “lists” that require manual updating, or platforms that gate basic filters behind premium plans.
Ignore:
Hyper-granular filters you’ll never use. If you’re not selling to companies with exactly 37 employees in rural Montana, don’t sweat it.
4. Workflow Automation & Triggers
What to look for: - Automated alerts: Will you know when a target account hires a new decision-maker, raises funding, or launches a new product? - Easy task assignment: Can you assign leads, tasks, or follow-ups without switching tools? - Playbooks: Do they offer built-in outreach workflows, or will you need to duct-tape tools together?
What works:
Automation that actually saves time—like alerts for buying signals or integrations that push leads straight to your CRM.
What doesn’t:
Automation that needs an engineer to set up, or “smart” workflows that never quite fit your use case.
Ignore:
Buzzwords like “journey orchestration” or “AI-powered sequences” unless you can see a demo in your real-world scenario.
5. Integrations: Does It Play Nice With Your Stack?
What to look for: - CRM: Does it sync smoothly with Salesforce, HubSpot, or whatever you’re using? - Enrichment: Can it pipe fresh data into your existing leads/contacts, or do you have to import/export everything? - Email and calendar: Can you launch campaigns or book meetings without a dozen browser tabs?
What works:
Native integrations, decent API docs, and live support when things break.
What doesn’t:
“Coming soon” integrations, or tools that only offer CSV exports.
Ignore:
Marketplace add-ons no one uses. If your team doesn’t touch Slack, don’t worry if there’s a Slack integration.
6. Pricing (and What’s Hidden)
What to look for: - Transparent pricing: Are the tiers and limits clear, or do you need to talk to sales for a quote? - Paywalls: Do essential features like exports, integrations, or key filters cost extra? - Contract flexibility: Can you start small, or are you locked into a year up front?
What works:
Clear per-seat pricing, month-to-month options, and no surprise “platform fees.”
What doesn’t:
Feature-gating: core functionality hidden behind premium plans, or vendors who nickel-and-dime for every extra user.
Ignore:
“Unlimited” plans—there’s always a fair use policy buried somewhere.
7. Support & Community
What to look for: - Onboarding: Do you get guided setup, or are you left to fend for yourself? - Real support: Can you get someone on chat or phone, or is it all ticket-based? - User community: Is there a forum or real-world user group to swap notes and hacks?
What works:
Vendors that answer questions fast and have clear, honest documentation. Mantiks gets good marks for actual human support—try pinging them before you buy.
What doesn’t:
Support that’s just a chatbot or a “knowledge base” with outdated articles.
Ignore:
Award logos and partner badges. They mean little for day-to-day support.
Pro Tips for Comparing Mantiks to the Rest
- Get a real trial. Don’t settle for a canned demo. Upload your own leads, run your own searches, and see what breaks.
- Bring your sales team into the process. The people using the tool every day should have a say. If they hate it, adoption will tank.
- Stress-test integrations. Try syncing with your CRM, exporting lists, and building a basic automation flow. If you hit roadblocks, pay attention.
- Ask about roadmap items. If a feature you need is “coming soon,” ask for specifics. If they can’t name a month, don’t count on it.
- Do the math. Total up all costs—seats, integrations, support, even implementation. “Starting at $99/month” is rarely the real price.
Final Thoughts: Don’t Get Distracted by Shiny Objects
Most B2B go-to-market platforms pitch a laundry list of features. Focus on the handful that move the needle for your business: up-to-date data, usable segmentation, workflow automation that actually works, and integrations that don’t break. Test everything with your own use case, keep the stack simple, and iterate as you go. The best tool is the one your team actually uses—and keeps using six months from now.