Here's what nobody tells you about GTM stacks: Most "best tools" articles list 50+ tools you'll never use. They're not building a stack. They're building a graveyard of unused subscriptions 😂

Hint: only keep paying for tools that you're using or getting value from, every week.

Now, a real GTM stack is different. It's a system where each tool does one job well and passes data cleanly to the next. No duct tape. No manual exports. No "we'll figure out the integration later."

I've spent the last 12 months building ReactIn while running our entire GTM motion with a lean team. This is the actual B2B SaaS GTM stack we use in 2026. 12 tools. 6 categories. Everything connects.

Let's build it 🎯

TL;DR: The Complete B2B SaaS GTM Stack 2026

Total monthly cost: ~$500-800/month for a complete GTM stack 🙌

Now, let me explain why each tool earned its spot.

The Philosophy: Integration Over Features

Before diving into tools, let me share the principle that guides every decision:

A connected stack of simple tools beats a collection of powerful tools that don't talk to each other.

The average B2B company uses 12-20 marketing tools but only utilizes 49% of their capabilities. Half your stack is collecting dust.

Why? Because teams buy tools for features, not for how they fit the system.

Every tool in this stack was chosen for three reasons:

1. Does one thing exceptionally well (no bloated all-in-ones)

2. Has native integrations or clean APIs (data flows without manual work)

3. Scales without breaking (works at $5K MRR and $500K MRR)

Let's build the stack, category by category.

Category 1: CRM (Your Single Source of Truth)

HubSpot CRM (or Attio for smaller companies 🤝)

Price: Free (basic) / $800/mo (Professional) Why it wins: Best free tier, cleanest UX, integrates with everything

Every GTM stack starts with the CRM. It's not the sexiest tool, but it's the foundation everything else builds on.

I chose HubSpot over Salesforce for one reason: it actually gets used.

Salesforce is powerful but complex. Teams buy it, customize it for 6 months, then abandon half the features. HubSpot's free tier gives you contact management, deal tracking, and email integration. The paid tiers add automation and reporting.

What HubSpot does in our stack:

• Stores every contact, company, and deal

• Tracks lifecycle stages (subscriber → lead → MQL → SQL → customer)

• Receives enriched data from Clay

• Triggers automation in Make

• Syncs with Cal.com for meeting attribution

The integration that matters: HubSpot → Clay (enrich contacts automatically) → ReactIn (trigger outreach based on lifecycle stage)

Alternative: Pipedrive ($14/mo) if you want simpler and cheaper. Salesforce if you're enterprise with dedicated ops.

Category 2: Data Enrichment (Making Bad Data Good)

Clay

Price: $149/mo (Explorer) / $349/mo (Pro) Why it wins: Waterfall enrichment across 100+ sources, AI research agents

Clay is the tool that changed how modern GTM teams work.

Instead of manually researching prospects across LinkedIn, Crunchbase, and company websites, Clay aggregates 100+ data sources into one enrichment layer. If source A doesn't have the email, it tries source B, then C. This "waterfall" approach maximizes data quality while minimizing costs.

But here's what makes Clay special: Claygent.

Claygent is an AI research agent that can:

• Navigate company websites and summarize what they do

• Detect tech stacks

• Check SOC 2 compliance

• Scan job postings for hiring signals

• Pull funding info from Crunchbase

• Write personalized opening lines based on their latest blog post

All automatically. For every lead. At scale.

What Clay does in our stack:

• Enriches every new HubSpot contact with company data, tech stack, funding, hiring signals

• Scores leads based on ICP fit

• Generates personalized first lines for outreach

• Pushes enriched data back to HubSpot

The integration that matters: HubSpot (new contact) → Clay (enrich + score + personalize) → HubSpot (updated record) → ReactIn/Instantly (outreach with personalization)

Alternative: Apollo's built-in enrichment (included in their plans) if budget is tight. But Clay's depth is unmatched.

Category 3: LinkedIn Outreach (Intent Beats Volume)

ReactIn

Price: $29/mo (Basic) / $69/mo (Growth) Why it wins: Intent-based targeting, dynamic SmartLists, highest reply rates

Full disclosure: I built ReactIn. But let me explain why intent-based outreach matters for your GTM stack.

Most LinkedIn automation tools start with a question: "Who should I reach out to?"

ReactIn starts differently: "Who is already interested?"

The difference in practice:

Volume-based (other tools): You define filters (job title, company size, industry), export a list, and blast messages. Reply rate: 5-15%.

Intent-based (ReactIn): You capture signals (someone engaged with a competitor's post, visited your profile, attended a webinar, booked a call), and reach them at the moment of interest. Reply rate: 40-60%.

What ReactIn does in our stack:

• LinkedIn Spyer: Tracks competitor post engagers automatically

• LinkedIn Pixel: Captures everyone who engages with our content

• Profile Visitors: Auto-outreach to warm prospects

• Cal.com integration: Triggers follow-up campaigns from no-shows

• Tally.so integration: Nurtures form submitters

The integration that matters: Clay (enriched lead) → HubSpot (lifecycle = MQL) → ReactIn (trigger LinkedIn sequence) + Instantly (trigger email sequence) = multichannel outreach from one system

Alternative: Expandi ($99/mo) for volume-based automation. HeyReach ($79/mo) for agencies managing 10+ accounts (all excluding all our unlimited scrappers).

Category 4: Cold Email (Deliverability is Everything)

Instantly

Price: $30/mo (Growth) / $77/mo (Hypergrowth) Why it wins: Best deliverability, unlimited email accounts, smart sending

Cold email in 2026 is a deliverability game. Your copy doesn't matter if emails land in spam.

Instantly solves this with:

• Unlimited email accounts at fixed pricing

• Built-in warm-up that actually works

• Smart sending that mimics human behavior

• Unified inbox for managing all replies

What Instantly does in our stack:

• Sends cold email sequences to Clay-enriched leads

• Warms up new email domains automatically

• Tracks opens, clicks, and replies

• Pushes positive replies to HubSpot as "engaged"

The integration that matters: Clay (personalized first line) → Instantly (email sequence) → HubSpot (reply = update lifecycle stage)

Alternative: Lemlist ($32/mo) if you want LinkedIn + email in one tool. Smartlead ($39/mo) for similar features.

Category 5: Sales Intelligence (Know Before You Call)

Apollo

Price: Free (basic) / $49/mo (Basic) / $79/mo (Professional) Why it wins: 210M+ contacts, intent signals, sequence builder included

Apollo is the Swiss Army knife of sales intelligence.

You get a massive B2B database, email finder, phone numbers, intent signals, and a basic sequence builder. All in one platform. The free tier alone is enough for early-stage startups.

But here's how we use Apollo differently: as a signal layer, not an outreach tool.

Apollo's intent data tells you which accounts are actively researching your category. Which companies just raised funding. Who's hiring for roles your product serves.

We pipe these signals into Clay for enrichment, then into ReactIn and Instantly for outreach.

What Apollo does in our stack:

• Provides contact data (emails, phones) when Clay's waterfall needs another source

• Surfaces intent signals (job changes, funding, hiring)

• Identifies decision-makers within target accounts

The integration that matters: Apollo (intent signal) → Clay (enrich) → HubSpot (create contact with intent tag) → ReactIn (trigger sequence for "funding announced" segment)

Alternative: ZoomInfo for enterprise budgets with deeper data. Cognism for European markets with GDPR compliance.

Category 6: Conversation Intelligence (Learn From Every Call)

Gong

Price: Custom (typically $100-150/user/mo) Why it wins: Best-in-class call recording, AI insights, deal intelligence

Gong records every sales call, transcribes it, and surfaces insights you'd never catch manually.

Which objections come up most? What do winning reps say differently? Where do deals stall?

For a small team, Gong feels expensive. But the learning compounds. Every call becomes training data. Every lost deal becomes a lesson.

What Gong does in our stack:

• Records all sales calls and demos

• Transcribes and analyzes conversations

• Surfaces objections, competitor mentions, and buying signals

• Tracks which talk tracks correlate with won deals

The integration that matters: Cal.com (meeting booked) → Gong (auto-record) → HubSpot (call summary attached to contact)

Alternative: Saasfeedback.ai for user/product / growth feedback loop.

Category 7: Scheduling (Friction-Free Booking)

Cal.com

Price: Free (basic) / $12/mo (Team) Why it wins: Open-source, beautiful UX, native integrations

Cal.com is what Calendly should be. And we love it 💙

Clean booking pages. Round-robin for teams. Workflow automations. And it's open-source, so it keeps improving fast.

What Cal.com does in our stack:

• Hosts all booking pages (demos, sales calls, customer success)

• Triggers workflows on booking, rescheduling, and no-shows

• Syncs meetings to HubSpot as activities

• Connects to ReactIn for no-show follow-up campaigns

The integration that matters: ReactIn (sends DM with Cal.com link) → Cal.com (prospect books) → HubSpot (deal stage = "demo scheduled") → Gong (auto-records the call)

Alternative: Calendly ($10/mo) if you want the established player. SavvyCal ($12/mo) for personalized scheduling.

Category 8: Product & Funnel Analytics

Mixpanel

Price: Free (up to 20M events) / $20/mo (Growth) Why it wins: Event-based analytics, funnel visualization, cohort analysis

Google Analytics tells you what happened on your website. Mixpanel tells you what users actually do in your product.

For B2B SaaS, understanding the user journey from signup to activation to expansion is everything. Mixpanel makes this visible.

What Mixpanel does in our stack:

• Tracks every user action in the product

• Visualizes conversion funnels (signup → activation → paid)

• Segments users by behavior, not demographics

• Identifies drop-off points

The integration that matters: Website (signup event) → Mixpanel (track activation) → HubSpot (sync product-qualified leads) → ReactIn (trigger expansion campaign for power users)

Alternative: Amplitude (similar features, different pricing). PostHog (open-source, self-hostable).

Category 9: SEO & Content Intelligence

Ahrefs

Price: $99/mo (Lite) / $199/mo (Standard) Why it wins: Best backlink data, keyword research, competitor analysis

SEO is a long game, but it's the highest-ROI channel once it works.

Ahrefs tells you exactly what to write, what keywords to target, and what your competitors are ranking for. It's expensive for early-stage, but the insights compound.

What Ahrefs does in our stack:

• Identifies keyword opportunities (low competition, high intent)

• Tracks our rankings over time

• Analyzes competitor content strategies

• Finds backlink opportunities

The integration that matters: Ahrefs (keyword opportunity) → Notion (content brief) → Blog (published article) → HubSpot (tracks which articles generate leads)

Alternative: Semrush ($129/mo) for all-in-one marketing suite. Ubersuggest ($29/mo) for budget SEO.

Category 10: Documentation & AI Writing

Notion AI

Price: $10/user/mo (includes AI) Why it wins: Best docs + AI writing + knowledge base in one

Notion is where our entire company lives. Meeting notes, SOPs, content drafts, product roadmaps. Everything.

The AI add-on turns it into a writing assistant. Draft blog posts, summarize meetings, brainstorm ideas. All inside the tool you're already using.

What Notion does in our stack:

• Stores all internal documentation

• Houses content calendar and briefs

• Drafts and edits content with AI

• Manages product roadmap

Alternative: Coda ($10/mo) for more database power. Google Docs (free) if you just need docs.

Category 11: Workflow Automation

Make (formerly Integromat)

Price: $9/mo (Core) / $16/mo (Pro) Why it wins: More powerful than Zapier, better pricing, visual builder

Make is the glue that connects everything.

When a lead fills out a form, Make can enrich it in Clay, create a HubSpot contact, add them to a ReactIn campaign, and notify Slack. All automatically.

What Make does in our stack:

• Syncs data between tools that don't have native integrations

• Triggers multi-step workflows across the stack

• Handles edge cases and conditional logic

• Runs scheduled jobs (daily enrichment, weekly reports)

Sample workflow: Tally form submission → Make → Clay enrichment → HubSpot contact creation → ReactIn campaign enrollment → Slack notification

Alternative: Zapier ($19/mo) for simpler automations. n8n (self-hosted) for technical teams wanting full control.

Category 12: Async Video Communication

Loom

Price: Free (25 videos) / $12.50/mo (Business) Why it wins: Dead simple, instant sharing, viewer analytics

Loom replaces half of your meetings.

Instead of scheduling a call to explain something, record a 3-minute Loom. Share the link. Done.

For sales, personalized Loom videos in outreach get 3x higher response rates than text-only messages.

What Loom does in our stack:

• Records product walkthroughs for prospects

• Creates personalized video messages for outreach

• Documents internal processes

• Replaces status update meetings

The integration that matters: Loom (record video) → ReactIn/Instantly (embed in outreach) → HubSpot (track views)

Alternative: Tella ($19/mo) for polished editing. Currently, I'm even considering shifting from Loom to Tella.

How It All Connects: The Data Flow

Here's how data moves through the stack:

Every tool has a clear job. Data flows without manual intervention. The system runs while you sleep.

Stack Tiers by Budget

Starter Stack (~$150/month)

For early-stage startups testing PMF:

Total: ~$68/month (add Ahrefs Lite at $99 when ready for SEO)

Growth Stack (~$500/month)

For teams with product-market fit, scaling outbound:

Total: ~$466/month

Scale Stack (~$1,500/month)

For teams hiring SDRs and building repeatable revenue:

Add to Growth Stack:

• HubSpot Professional ($800/mo)

• Clay Pro ($349/mo)

• Gong (~$150/user/mo)

• Ahrefs Standard ($199/mo)

The Bottom Line

A GTM stack isn't about having the most tools. It's about having the right tools that work together.

The 12 tools in this stack cover the complete B2B SaaS go-to-market motion:

1. Find prospects (Apollo, Ahrefs)

2. Enrich them with data (Clay)

3. Reach them where they are (ReactIn, Instantly)

4. Book meetings (Cal.com)

5. Learn from conversations (Gong)

6. Track everything (HubSpot, Mixpanel)

7. Automate the boring stuff (Make)

Start with the Starter Stack. Feel the pain points. Add tools as you need them.

The goal isn't a perfect stack. It's a stack that runs while you focus on building product and talking to customers.

Ready to Build Your Stack?

If you're starting fresh, here's my recommended order:

1. Week 1: HubSpot (CRM) + Cal.com (scheduling) + Loom (async video) 🛜

2. Week 2: ReactIn (LinkedIn) + Instantly (email) 💌

3. Week 3: Apollo (data) + Make (automation) 🤖

4. Week 4: Clay (enrichment) + Mixpanel (analytics) 📊

For LinkedIn outreach specifically (as cold outreach as intent-based outreach), start with ReactIn's free trial. Set up one intent-based campaign and see how prospects respond when you reach them at the right moment.

The stack is just infrastructure. What matters is the conversations it enables.

Try ReactIn free. No credit card required. 💙

27% average reply rate across 5,000+ user campaigns

François D.
Founder, ReactIn
My LinkedIn profile