Guides

The right tool depends on what you are short of

A founder who needs a list, one who needs volume and one who needs something to say should not buy the same thing, so there is a guide for each. We make InstinctGTM, and it appears in all of them. It does not win all of them, and each guide says when something else fits better, including the free options.

Every price in these guides was read off the vendor’s own page on 3 October 2026.

• Best cold email tool for foundersIf you know which companies you want and send a few messages a week from your own address, pick a tool that waits for a reason and lets you approve each message.
• Best LinkedIn content tool for B2B foundersIf you enjoy writing and want a better editor, hooks and scheduling, buy a writing tool.
• Best outbound tool for consultants and agenciesIf you run outreach for many clients, pick a sending platform with unlimited users or client workspaces, because cost per client decides whether the work pays.
• Best tool for acting on buying signals with a small teamIf your best signals come from your own product, website and community, buy the tool that reads those, and budget for it.
• Best go-to-market tools to run from Claude or ChatGPTIf you want to search a contact database and act on it from a chat, Apollo.io is the broadest, and it can send.
• Best free go-to-market tools for bootstrapped foundersPut together, the free plans cover most of the early work: Apollo.io for a contact database, HubSpot or Attio for a CRM, Clay to try enrichment, Buffer for scheduling, and ours to see what you would write and to whom.
• Best social media tool for B2B foundersIf you have the posts and need them on several networks, buy a scheduler: Buffer for the widest coverage on a free plan, Publer for the lowest price per account.
• Best sales tool for technical foundersIf you enjoy building and want full control, use Clay as the workbench and an API-friendly sender such as Smartlead.