If you’re looking to introduce a new product or service into the market, there’s one thing you shouldn’t go without - a good set of GTM tools.
We tested hundreds of go-to-market tools, sifted through user reviews, and interviewed real users to find the best GTM products.
Consequently, we ranked the winners in each of the ten most important categories for go-to-market solutions.
We’ll break down each platform’s features, pros and cons, pricing, and more, giving you everything you need to make an informed decision 👇
Must-Have GTM Tooling
1. Signal-based GTM platforms - They help you uncover ICPs and the hottest leads in your marketing and lead generation channels.
2. Sales engagement solutions - They provide personalized engagement tools for tailoring your outreach strategy to every individual lead.
3. Data tools - They deliver the data you need to optimize your GTM approach based on your target market, ICP, etc.
4. Marketing operations solutions - They streamline customer journeys across channels.
5. Customer messaging tools - They let you build interactive messaging experiences for customers.
6. System of record platforms - They enable efficient data management.
7. CRM software - Allows you to manage all ongoing and prospective deals, alongside relevant customer data, from a single point of truth.
8. Attribution and analytics tools - These let you track the progress and performance of GTM campaigns.
9. Product adoption platforms - They enable you to track and improve product and feature adoption, provide personalized onboarding, and enhance overall customer experience.
10. Content creation software - Lets you create content optimized for raising product awareness and promoting it.
Factors to Consider when Buying a GTM Tool
Before we dive into the list, let’s quickly look into the features you should look for in go-to-market software to ensure that it’ll allow you to create and execute winning GTM strategies.
💡 Good scalability
If you choose the right tool, your business should grow and expand steadily, generating new leads and more conversions.
However, if scaling your business significantly increases the cost of your GTM tool - or it turns out that it can’t handle large data volumes - you’ll find yourself in quite a pickle.
Make sure that the tool you buy offers a wide range of features in its packages and doesn’t base its pricing on usage alone.
💡 Strong integration capabilities
GTM teams are composed of various professionals, including sales and marketing people, customer success representatives, and product managers.
To ensure seamless team collaboration, find a tool that plays well with other platforms these professionals use on a day-to-day basis, such as CRMs, SEPs, productivity software, etc.
💡 Orchestration features
The fast-growing and ever-more competitive market demands speed and efficiency across levels.
To help your GTM team keep up with this fast-paced landscape and keep delivering excellent results, look for go-to-market strategy tools that can automate essential sales and marketing processes, such as outreach, follow-up campaigns, prospecting, etc.
What Are the Best GTM Tools in 2024?
1. Signal-based GTM: Warmly - Reveals the hottest leads on your website and helps you convert them.
2. Sales engagement: Apollo.io - Sales engagement platform with a large B2B database for finding the contacts you need.
3. Data: Clay - Waterfall data enrichment solution.
4. Marketing operations: HubSpot - All-in-one marketing platform.
5. Customer messaging: Customer.io - Streamlines customer journeys across channels.
6. System of record: HubSpot - Lets you store all essential data on your product, customers, and prospects in one place.
7. Modern CRM: Attio - Highly customizable CRM platform.
8. Attribution and analytics: HockeyStack - AI-powered attribution platform that provides a holistic approach to customer journeys.
9. Product adoption: Appcues - Measures product adoption across web and mobile apps.
10. Content creation: Veed - User-friendly video content creator.
🥇 Signal-based GTM: Warmly
Click the image below for a tour of the Warmly platform 👇
First on our list is Warmly, which is the leading solution in the signal-based GTM category.
Warmly is a revenue orchestration platform that identifies website visitors, enriches them with relevant data, and provides options for engaging them when they’re ripe for conversion.
Disclaimer: Warmly is our solution, but that doesn't change the fact that Warmly is the best platform for signal-based GTM on the market.
Want to try it firsthand instead? Try Warmly’s free plan and start generating new leads in minutes.
Let’s explore which features resonate most with GTM teams.
Feature #1: Reveal website traffic
Given that your website is the first thing most of your leads encounter when finding out or exploring your brand, having a website traffic tracking tool is something GTM teams shouldn’t forego.
Unlike most other website traffic identification tools that reveal only companies, Warmly can detect both businesses and individual prospects that land on your website.
The platform reveals about 65% of companies and 15% of individuals, which can be very helpful in finding the exact stakeholder you should reach out to when dealing with enterprise-level companies with hundreds of employees.
To start identifying website visitors, just paste Warmly’s code snippet on your site.
The tool will reveal website visitors in minutes and let you monitor their web sessions in real time, enabling you to understand how they interact with your website.
This lets GTM teams track campaign performance, handle attribution, and tweak their strategies to drive more pipeline.
Feature #2: Waterfall enrichment and buying signals
Warmly enriches each identified visitor with B2B data that lets you understand who they are, how to best engage to drive qualified conversations, etc.
This data includes:
- Contact details (phone numbers, email addresses, job titles, etc.).
- Firmographic data (industry, size, employee count, location, annual revenue, etc.).
- Technographics (software tools and technology a business uses).
- CRM data (account owners, ongoing and closed deals, previous interactions with your sales and marketing reps, etc.).
- SEP data (e.g., interactions with certain marketing and sales campaigns).
In addition, Warmly detects buying signals that help you determine which website visitors are ready to buy right now and which need more coaxing.
It captures two types of buying signals:
💠 Signals coming from visitors’ interactions with your website, such as:
- Pages they visited, with a focus on high-intent pages (e.g., pricing, specific features, comparison with competitors, etc.).
- Time spent on each page.
- High-intent questions they asked the chatbot.
- The content they downloaded (such as whitepapers, playbooks, etc.) or forms they filled out.
💠 2️⃣ Signals from third-party sources that indicate their readiness to buy, like:
- Recently researched topics.
- Interactions with ads and social media posts.
- Job change intent.
- Visits to competitors’ websites.
All of this combined provides you with a deeper understanding of:
➡️ Does your GTM strategies attract the right audiences?
➡️ How successful are they in pushing leads down the sales funnel?
➡️ Who are your hottest leads right now?
➡️ What’s the best way to engage?
Feature #3: Streamlines outreach
You can use Warmly picked up buyer intent signals to automate outreach and ensure that quality prospects won’t go under your sales reps’ radar.
Warmly’s Orchestrator takes care of that by adding specific website visitors to outreach sequences, such as:
- Sending a personalized email.
- Connecting with them on LinkedIn.
- Sending a contextual DM on LinkedIn.
- Combining all of the above.
You decide which companies and individuals will be added to these automated campaigns by setting up the criteria and signals you want the Orchestrator to monitor.
For example, you can:
- Decide which action or signal will trigger the automation (e.g., a visitor lands on a high-intent page, such as pricing).
- Set up company and individual-level filters (e.g., add only companies of a certain size or from a particular industry, focus on profiles with specific roles or seniority levels, etc.).
- Choose the maximum number of people you want included in the sequence from each company.
Pricing
Warmly has a free forever plan that lets you reveal up to 500 people and companies visiting your website. It’s the perfect plan for getting a taste of one of the platform’s key features.
If you expect higher traffic volumes and need more advanced capabilities, you can upgrade to one of three paid options:
- Startup: $700/mo, includes 3 users, up to 10,000 monthly visitors.
- Business: From $1,440 to $1,740 per month, depending on the number of visitors you expect to have. It includes 10 seats.
- Enterprise: Custom plan. Created for users with an estimated traffic of 100,000+ visitors per month who need more customization. Includes 20 seats, advanced AI personalization, custom integrations, etc.
Note: All paid plans provide access to all of Warmly’s features and include deep integrations with powerful tools such as Clearbit, Bombora, and 6Sense, allowing you to get a bundle of products at the price of one.
Integrations
Warmly integrates with OpenAI and most modern SEP and CRM software, in addition to the data solutions we mentioned above, allowing it to easily fit into any business’s tech stack.
Pros & Cons
✅ Identifies both companies and individual website visitors.
✅ Enriches each visitor with detailed B2B data.
✅ Detects intent signals across levels.
✅ Automates outreach.
✅ Includes all features in all paid plans.
✅ Deep integrations with data solutions enable you to get a bundle of products at the price of one.
❌ Annual pricing only.
🥇 Sales Engagement: Apollo
Best for: Sales engagement.
Apollo is a go-to-market software platform optimized for sales engagement that lets you streamline a range of processes to help you land qualified meetings.
Its massive B2B database comes in handy as well, allowing you to find the contact info you need.
Features
- International B2B database with 275M contacts and 73M companies.
- Lets you build automated email sequences coupled with an AI-powered email writing assistant that generates personalized email copy.
- Built-in dialer for making cold calls that automatically records, transcribes, and logs each call in your CRM.
Who is it for?
GTM teams looking for a powerful tool for handling sales engagement and other sales and marketing operations.
Pricing
Apollo has a free forever plan that includes unlimited email finder credits, 5 phone number credits, and 10 contact export credits.
If you need more, you can upgrade to one of three paid plans:
- Basic: $59 per user per month
- Professional: $99 per user per month
- Organization: $149 per user per month
Note: Professional and Basic plans come with a 14-day free trial.
Pros & Cons
✅ Lets you contact potential customers via email or phone straight from the platform.
✅ Automation capabilities.
❌ Dual credit system (you spend one credit for revealing an email address and another for getting a phone number), which scales badly.
❌ Issues with retrieving accurate phone numbers.
🥇 Data Tooling: Clay
Best for: Dynamic data enrichment.
Clay is a waterfall data enrichment solution that cross-references data from 50+ sources to find the right match.
This helps GTM teams save time on uncovering relevant data without compromising its quality and accuracy.
Features
- Analyzes and cross-references 50+ data sources to find accurate matches, optimizing data coverage while saving time.
- It can search for any data point besides basic B2B data, including job openings, tech stacks, funding rounds, etc.
- Integrates with a solid number of CRM, enabling automated enrichment.
Who is it for?
GTM leaders who decide the criteria for lead enrichment, segmentation, and outreach, and GTM team members who implement them into their operations.
Pricing
Clay has a free forever plan that provides 90 monthly search credits and limited access to its essential features.
If you need more, you can choose from 4 paid plans:
- Starter: $149-$229/mo
- Explorer: $349-$699/mo
- Pro: $800-$2,000/mo
- Enterprise: Custom pricing
A 14-day free trial lets you try Clay’s Pro plan.
Pros & Cons
✅ Dynamic data enrichment, with data collected from dozens of sources.
✅ AI-powered assistant, Claygent, that scrapes the web for relevant data.
❌ Complex interface.
❌ The costs don’t scale that well.
🥇 Marketing Operations: HubSpot
Best for: Controlling all your marketing operations from a single platform.
HubSpot is an all-in-one marketing, sales, and customer service software platform designed to help businesses attract, engage, and nurture customers.
Its suite of marketing tools lets GTM teams streamline and optimize marketing processes.
Features
- Lets you build personalized automated marketing workflows, including email campaigns and chatbot flows, and provides a wide range of triggers and filters.
- AI-powered assistant that can generate marketing content and social media post captions, provide SEO recommendations, summarize customer-facing activities into actionable reports, etc.
- Options for creating and tracking personalized ad campaigns, which let you target the right people across channels.
Who is it for?
Enterprises looking to run marketing campaigns on scale.
Pricing
HubSpot has a free plan with up to 5 users and limited access to its marketing tools.
If you want additional features and more users, you can upgrade to one of the following plans:
- Starter: Starts at $15/mo/seat
- Professional: Starts at $800/mo, includes 3 users, additional seats start from $45/mo
- Enterprise: $3,600/mo, includes 5 users, additional seats start from $75/mo
The total price depends on the number of users and monthly marketing contacts you need.
Pros & Cons
✅ Wide range of features for complete marketing management.
✅ Robust integrations with other CRMs, SEPs, and other relevant tools.
❌ Has a learning curve.
❌ Expensive for larger teams.
🥇 Customer Messaging: Customer.io
Best for: Providing personalized customer journeys across channels via compelling messaging.
Customer.io enables you to manage and tailor customer messages across web and mobile channels.
It's an excellent tool for customer retention, cross-selling and upselling, onboarding, and other customer interactions.
Features
- Lets you personalize in-app customer journeys via push notifications and in-app messages, in addition to providing options for sending SMS and emails.
- Leverages behavioral data to help you tailor each message for every individual customer.
- Has an email coding interface that lets you further personalize email campaigns, control deliverability, collaborate with your entire team, etc.
Who is it for?
Customer.io is best suited for SMBs with a dedicated development team as more technical users will benefit the most from the platform’s versatile capabilities.
Pricing
Customer.io has three pricing plans for users who need its customer interaction capabilities:
- Essentials: Starts at $100/mo
- Premium: Starts at $1,000/mo, billed annually
- Enterprise: Custom pricing
The final price depends on the volume of profiles you want to contact and the number of emails you send per month.
Pros & Cons
✅ Visual workflow builder.
✅ Options for mobile customer engagement.
❌ The costs can quickly skyrocket.
❌ Geared toward more tech-savvy users, other user profiles will find it overwhelming.
🥇 System of Record: HubSpot
Best for: Providing a centralized source of truth for marketing and sales data.
In addition to streamlining marketing operations, HubSpot provides handy tools for syncing, cleaning, managing, and curating relevant customer and marketing data.
You can combine it with the marketing tool suite for a more thorough overview of campaign performance and customer-relevant data.
Features
- Automatically cleans stale and inaccurate data and syncs quality data across apps.
- Lets you set up custom roles and permissions, allowing the entire team to collaborate on vital processes.
- Custom report builder pulls relevant data from HubSpot and integrated apps and delivers actionable insights.
Who is it for?
Businesses of all sizes that want a centralized view and control of relevant data and look to enable collaboration across operations, marketing, and sales teams.
Pricing
HubSpot Operations has a free plan that offers limited access to the platform’s functionalities.
When it comes to premium plans, there are three to choose from:
- Starter: Starts at $20/mo per user
- Professional: Starts at $800/mo, 1 user included
- Enterprise: Starts at $2,000/mo, 1 user included
Pros & Cons
✅ Good connectivity with various apps, allowing you to make a custom GTM tool ecosystem.
✅ Seamless data sync between apps, enabling efficient team collaboration and ensuring data freshness.
❌ Most advanced features are hidden behind a paywall.
❌ Requires technical expertise to master it.
🥇 Modern CRM Software: Attio
Best for: Data-driven customer relationship management.
Attio is a flexible and customizable CRM platform that can be tailored to any business’s unique data structure and needs.
It also lets the whole team collaborate on tasks, making it an excellent tool for customer relationship management for GTM teams.
Features
- Lets you create custom fields, objects, and attributes, enabling you to fine-tune the platform to your use case and data structure.
- Automatic record enrichment and 1-click relationship intelligence for every ongoing deal and customer.
- Robust analytics reports that can be further customized, allowing you to drill down to the metrics that matter the most to your business.
Who is it for?
Companies of all sizes that need a customizable platform for handling customer-relevant data.
Pricing
Attio has a free plan that includes up to 3 seats and limited features.
For more, you can upgrade to one of three premium plans:
- Plus: $34 per user per month
- Pro: $69 per user per month
- Enterprise: $119 per user per month
All plans have no seat limits, meaning you can include as many team members as you want.
Pros & Cons
✅ Has a mobile app, allowing GTM teams to access it whenever and wherever.
✅ Intuitive and customizable interface that can fit into various teams’ needs and SOPs.
❌ Limited integrations with other sales and marketing platforms.
❌ It can get expensive for larger teams.
🥇 Attribution and analytics: HockeyStack
Best for: Marketing attribution and tracking KPIs.
HockeyStack is a marketing attribution platform that provides full visibility of your marketing funnel.
Its no-code interface is easy to implement into any system - although it has a slight learning curve - making it a favorite among GTM teams.
Features
- Measures the influence of specific marketing activity on return on investment, conversions, demo bookings, etc., enabling you to understand what performs well and what needs improving.
- Tracks the entire buyer journey across multiple touchpoints, matches each activity to revenue impact, and uncovers the influence marketing efforts had on outbound sales.
- Uses AI models to measure, forecast, and predict contributions of individual marketing activities across channels.
Who is it for?
GTM teams of various sizes that want to closely monitor and understand the impact and performance of their marketing efforts across multiple channels.
Pricing
HockeyStack has 2 plans:
- Growth: $1,399 per month
- Enterprise: Custom price
The Enterprise tier offers options for adding custom features and add-ons, including forecasting, AI insights, ML-powered attribution, and more
Pros & Cons
✅ Robust analytics and forecasting features.
✅ Provides powerful insights that enable GTM teams to make data-driven decisions.
❌ Most of its best features are available as add-ons that are charged extra.
❌ Slow loading time for reports.
🥇 Product Adoption: Appcues
Best for: Measuring and improving product adoption.
Appcues lets you track and enhance product adoption on web and mobile apps without a developer.
This makes it a great addition to your GTM tool stack, allowing you to track and analyze product usage and create personalized user onboarding experiences without technical knowledge.
Features
- Lets you create personalized onboarding flows and targeted checklists to shorten users’ time to value and reduce churn rates.
- Enables you to enhance feature adoption through in-app walkthroughs and prompts, ensuring new and key features are used to their full potential.
- Tracks key product events to help you measure overall product and feature adoption or how a specific persona or customer segment interacts with it.
Who is it for?
Non-technical product teams who want to understand and improve product adoption across levels.
Pricing
Appcues offers a 14-day free trial that lets you experience its interface and track up to five events. If you install its SDK, you can extend the trial by another 14 days.
Once the trial expires, you can subscribe to one of three paid options:
- Essentials: Starts at $249 per month, includes one app and 3 users
- Growth: Starts at $879 per month, also includes one app and 10 users
- Enterprise: Custom pricing, custom number of apps and users
The total cost will depend on the number of your product’s monthly users and the number of apps whose usage you want to monitor.
Pros & Cons
✅ Lets you target specific user segments with announcements, feature tours, surveys, etc.
✅ Can be used for mobile and web apps with equal ease.
❌ Limited customization options when it comes to creating surveys, announcements, etc.
❌ Can be difficult to navigate when handling larger projects.
🥇 Content Creation: Veed
Best for: Creating videos that convert.
Veed is an intuitive video editor that lets you create professional-looking videos regardless of your experience and expertise with video production.
It also offers a variety of AI-powered features, enabling many nifty tricks and effects.
Features
- Magic Cut significantly reduces editing time by automatically cleaning up filler words, cutting out awkward silences, picking the best takes of different sequences, and merging them into one seamless video.
- 50 pre-made AI avatars and options for creating custom ones with various genders, attires, personalities, and voices that you can easily add text to.
- AI-powered video generator creates custom videos based on your prompts.
Who is it for?
GTM teams that rely on video content for marketing and don’t want to spend a fortune on creating and editing videos.
Pricing
Veed has 4 plans:
- Basic: $18 per user per month
- Pro: $30 per user per month
- Business: $70 per user per month (for up to 5 users)
- Enterprise: Custom pricing
There’s a free trial for prospective users of the Enterprise plan with a minimum of three users.
Pros & Cons
✅ Excellent transcription, caption, and subtitle capabilities.
✅ Easy to use.
❌ The costs can quickly add up if you want access to more advanced features.
❌ Issues with some of its tools like audio cleaning, background removal, auto voice translation, etc.
Next Steps: Enhance Your GTM Strategy Across Levels
All GTM tools that made it to our list will help you address a certain aspect of your GTM strategy, allowing you to get your product to market faster while making it more likely to appeal to your target customers.
Regardless of your unique GTM approach, however, you shouldn’t forget about your website.
It’s at the forefront of every sales and marketing effort and one of the first things prospects encounter, making it a powerful source of high-quality leads and a good starting point for GTM operations.
To ensure you’ll harness your website’s full potential, make Warmly one of the cornerstones of your GTM tool stack.
To get the hang of Warmly’s capabilities, sign up for its free plan and start revealing qualified visitors today.
Or, book a live demo to see it in action first.