If you’re planning to launch a new product or service, leveraging a robust set of GTM tools is essential for success. These go-to-market tools streamline processes, optimize your strategy, and ensure your offering reaches the right audience effectively.
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
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Must-Have Go-to Marketing Tools
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 2025?
The best GTM tools on the market are Warmly with its website de-anonymization capabilities, Apollo, and Clay.
Here's a comprehensive breakdown:
| Tool | Use Case | Pricing |
|---|
| Warmly | Signal-based GTM — identifies and enriches website visitors, detects buying signals, automates outreach. | Data Agent: from $10,000/yr; Outbound Agent: from $14,600/yr; Inbound Agent: from $20,000/yr; modular pricing by component. |
| Apollo.io | Sales engagement — B2B contact database, automated email sequences, built-in dialer. | Free plan; Basic $59/user/mo; Professional $99/user/mo; Organization $149/user/mo. |
| Clay | Data enrichment — waterfall enrichment from 50+ sources, dynamic lead segmentation. | Free plan; Starter $149–$229/mo; Explorer $349–$699/mo; Pro $800–$2,000/mo; Enterprise custom. |
| HubSpot (Marketing Ops) | Marketing automation — email workflows, AI content creation, ad campaign tracking. | Free plan; Starter $15/mo/seat; Professional $800/mo (3 users); Enterprise $3,600/mo (5 users). |
| Customer.io | Customer messaging — personalized cross-channel campaigns via email, SMS, push notifications. | Essentials from $100/mo; Premium from $1,000/mo (annual); Enterprise custom. |
| HubSpot (System of Record) | Data management — centralized CRM data storage, syncing, and cleaning. | Free plan; Starter $20/mo/user; Professional $800/mo (1 user); Enterprise $2,000/mo (1 user). |
| Attio | Modern CRM — customizable CRM with automatic enrichment and analytics. | Free plan (3 seats); Plus $34/user/mo; Pro $69/user/mo; Enterprise $119/user/mo. |
| HockeyStack | Attribution & analytics — full-funnel attribution, buyer journey tracking, AI forecasting. | Growth $1,399/mo; Enterprise custom. |
| Appcues | Product adoption — in-app onboarding flows, feature adoption tracking, event analytics. | Essentials $249/mo (1 app, 3 users); Growth $879/mo (1 app, 10 users); Enterprise custom. |
| Veed | Content creation — AI-powered video editing, avatars, and automated cleanup. | Basic $18/user/mo; Pro $30/user/mo; Business $70/user/mo (up to 5 users); Enterprise custom. |
🥇 Signal-based GTM: Warmly
Click the image below for a tour of the Warmly platform 👇
Warmly offers the best signal-based GTM platform on the market in 2025 with our signal-based revenue orchestration platform.
Behind this definition stands a simple yet powerful lead generation and conversion machine, as Warmly:
- Picks up the buyer intent signals your prospects drop off on your channels and across the web.
- Translates them into actionable insights to help you understand who your hottest leads are right now.
- Leverages those signals and insights to orchestrate comprehensive outreach workflows.
Let’s get a closer look at some of the features that make Warmly an attractive solution for industry challengers:
Feature #1: Identifies your website visitors to the contact level
Warmly lets you maximize your website’s lead generation potential by identifying both the companies and individuals visiting it.
You add a snippet of Warmly’s code to your website, and the platform will start revealing leads in minutes.
In addition to essential company and individual-level identification, Warmly will also enrich each visitor’s:
- Contact data (email address, phone number, social media profiles, etc.).
- Firmographics (company location, size, funding, etc.).
- Demographics (individual names, job positions, etc.).
- Technographics (tools and software a company utilizes).
Our platform optimizes our data through a waterfall approach, which means we use multiple data providers (20+), including 2 other leading website de-anonymization providers to validate the accuracy, quality & overall match rate of our signal & contact data.
This leads to:
- Higher data quantity: Multiple sources expand match rates.
- Higher data quality: Proprietary cleansing and confidence scoring validate accuracy.
💡 To maintain the robust data quality and quantity, we continuously monitor vendor performance and validate our proprietary matching algorithms.
➡️ These systems allow us to track quality and quantity metrics in real-time, ensuring that both contact-level and company-level data meet the high standards our customers expect.
Warmly’s transparent data commitment means you can test our data quality with our free tier before committing to us as a data provider.
Because we aggregate data from 25+ providers and cross-check it using our proprietary waterfall technique, we can validate and verify data on your behalf, ensuring it’s of the highest quality.
Feature #2: Reveals your hottest leads based on intent data
We understand that knowing who your leads are is only one part of successful outreach and conversion.
This is why our platform collects intent data for each lead, allowing you to understand who your hottest leads are right now.
The platform captures three types of intent signals:
- First-party intent, which includes intent signals, leads left in your channels (website, app, etc.), such as website visits, the specific pages they visited, time spent on high-intent pages, recurring visits, etc.
- Second-party signals, which come from monitoring LinkedIn for things like job change intent, new funding rounds, etc.
- Third-party intent, including web searches that include keywords relevant to your product, visits to competitors’ websites or interactions with their ads, etc.
As a result, your sales reps will get:
- A complete overview of which of your leads are most likely to convert right now.
- Critical insights into each lead, which they can leverage to tailor their outreach strategies accordingly.
💡 What’s more, your enterprise will be able to deliver personalized pop‑ups that feel helpful, not intrusive, such as a custom piece of content, a relevant case study, or a direct link to book time with your team.
We call these high-converting pop-ups Warm Offers because we knew that both SDRs and users are tired of one-size-fits-all generic CTAs.
Warmly identifies visitors by company, behavior, and intent and then dynamically personalizes the pop-up content based on their buyer journey.
Feature #3: Signal-based sales orchestration
We know that regardless of how good and alert your sales reps are, some prospects always fall through the cracks.
Warmly handles this by enabling you to automate essential outreach workflows, ensuring you’ll never miss a high-value opportunity again.
Firstly, there’s the Orchestrator, which enables you to set up automated email and LinkedIn outreach sequences by:
- Specifying the trigger that sets the sequence in motion (e.g., a visitor matching your ICP lands on your website).
- Defining the criteria the visitor needs to meet to be targeted (company size, industry, individual’s job role, etc.).
- Specifying the frequency at which you want the workflows to run and the maximum number of people targeted in a single account.
- Deciding on the action you want the Orchestrator to take (send contextual email and/or personalized LinkedIn DM or connection request).
Secondly, AI Chat, Warmly’s AI-powered chatbot, automatically engages and qualifies leads, offers collaterals, answers questions, and books meetings while ensuring that every interaction with every lead is contextual and tailored to their prior interactions.
Finally, Warmly lets you automate lead routing, as your reps will be notified in Slack the second a high-intent lead or visitor matching your ICP lands on your website.
Feature #4: A B2B Prospect Database: Coldly
Warmly comes with Coldly, a database with 200M+ accounts and contacts, which gives your sales team an excellent starting point for prospecting.
Coldly includes all the B2B data your sales reps need to make initial contact, including:
- Validated emails.
- Phone numbers.
- LinkedIn profiles.
Our database also provides 25+ B2B filters and customizable data filters that you can set up, enabling your sales team to build highly targeted prospect lists in a few seconds.
Coldly also has a browser extension that lets you scrape essential B2B contact data from any source on the web, including LinkedIn profiles, company websites, etc.
You will have both accurate contact data and the right tools to pick up buyer intent signals and set up workflows on top of them.
Feature #5: Live video chat
Warmly enables your sales reps to engage leads directly via on-site live video chat.
Your team can do what they do best - engage high-quality leads while they’re still hot and nurture them into conversion.
If you go to the “Warm Call” section of the platform’s dashboard, you’ll see all the companies and individuals visiting your website right now, in addition to intent and B2B data on each visitor.
💡 When sales reps assess the time is right, or receive a Slack notification that a high-value lead has landed on your website, they can initiate a video call or send a contextual message in the text chat, emphasizing that they’re an actual human.
Your sales team can then leverage the data Warmly revealed to further nurture, warm up, and convert leads.
Warmly’s Integrations
Warmly integrates with a wide range of platforms, including:
- OpenAI.
- Slack.
- Apollo.
- Outreach.
- Demandbase.
- Leadfeeder.
- Clearbit.
- People Data Labs.
- And more.
In addition to deep integrations with several lead intelligence platforms, Warmly provides a Warm Bundle: partner discounts for over 25 sales, marketing, and GTM tools.
This way, your team can access many relevant tools and combine them with Warmly at a fraction of their usual price.
Pricing
Warmly’s pricing is modular and component-based.
You can choose the components that best match the needs of your business, as components are priced by output and not just a monthly fee.
There are 3 paid annual plans available in Warmly’s pricing model:
- Data Agent Plan: Starting at $10,000/year, which includes 10,000 monthly credits, person-level 1st party web visitor de-anonymization (via RB2B, Vector, etc.), all Warmly Signals with warm lead alerts via Slack or Teams, HubSpot & Salesforce integration, and 100+ other sales/marketing tech integrations.
- Outbound Agent Plan: Starting at $14,600/year, which includes AI Data Agent (signals & enrichment), native LinkedIn and marketing outbound automation, ability to push leads to sales sequencers (Salesloft, Outreach, etc.) and ad audiences, domain warmup, and lead routing with custom CRM fields.
- Inbound Agent Plan: Starting at $20,000/year, which includes AI Data Agent (signals & enrichment), Warm AI Chat with intent-powered chatbot & live video, Warm Offers (pop-ups) and Warm Calling (live video), and lead routing with custom CRM fields.
➡️ Warmly’s pricing is ideal for larger SMB and MM companies with a growing or mature GTM motion with SDR, sales, and marketing functions.
🥇 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, as reviewed in our Apollo review.
- 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's pricing 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's pricing 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, which is why some users have been looking for Clay alternatives.
🥇 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, which is why some users have been looking for HockeyStack alternatives.
🥇 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.
Book a live demo to see it in action first.