MarketBetter vs Unify GTM: Warm Outbound for SDR Teams [2026]
Evaluating Unify GTM for your go-to-market motion? They've built an impressive warm outbound platform backed by Emergence Capital and the OpenAI Startup Fund.
But "warm outbound platform" and "SDR productivity tool" solve different problems.
This comparison breaks down features, pricing, and the real differences so you can choose the right fit for your team's actual workflow.
Quick Comparison
| Feature | MarketBetter | Unify GTM |
|---|---|---|
| Website Visitor Identification | ✅ Company + person level | ✅ Up to 25K companies/month (Growth) |
| Intent Signal Sources | ✅ 1st party (website, product, CRM) | ✅ 10+ sources (job changes, news, tech installs) |
| AI Research | ✅ Company + prospect research | ✅ AI Agents for account research |
| Personalized Outreach | ✅ AI writes researched emails | ✅ AI generates personalized messaging |
| Multi-Touch Sequences | ✅ Email sequences built-in | ✅ Native sequence builder |
| Custom Workflows ("Plays") | ⚠️ Simplified—follows your CRM rules | ✅ Build unlimited custom Plays |
| SDR Task Assignment | ✅ Daily prioritized task lists | ❌ Prospects flow through Plays |
| Pre-Meeting Briefs | ✅ Auto-generated before calls | ❌ Not included |
| AI Chatbot | ✅ Qualified-style with handoff | ❌ Not included |
| CRM Integration | ✅ Salesforce + HubSpot (bidirectional) | ✅ CRM data integration |
| Email Deliverability | ⚠️ Via your ESP | ✅ Managed deliverability |
| Starting Price | Contact for pricing | $700/mo (billed annually) |
What Unify GTM Does Well
Let's be fair: Unify has built something genuinely powerful for the right team.
10+ Intent Signal Sources
Unify aggregates intent data from over 10 sources including:
- Job changes and new hires
- Company news and funding announcements
- Technology installs and changes
- Hiring signals for specific roles
- G2/review site activity
- Content engagement signals
For teams running sophisticated ABM motions, this signal breadth enables highly targeted campaigns.
Custom "Plays" Workflow Builder
Unify's Plays allow GTM teams to build automated workflows that trigger on specific intent signals, auto-enrich prospects, run AI research, generate personalized sequences, and execute multi-touch outreach.
AI-Powered Research & Messaging
Unify's AI Agents conduct account research and generate personalized messaging at scale. This isn't just mail merge—it's AI that reads about the company and writes contextual outreach.
Warm Outbound Philosophy
Unify pioneered the "warm outbound" category. Their published results:
- 80% open rates on high-intent outbound
- 5% reply rates (vs less than 1% for cold)
Strong Backing
With $18M raised from Emergence Capital and the OpenAI Startup Fund, Unify has the resources to continue innovating.
Where Unify Falls Short (For Traditional SDR Teams)
Unify is built for growth teams who want to architect their own warm outbound system. But if you're running a traditional SDR team without dedicated RevOps:
1. More Configuration Than You Need
Building Plays requires deciding which intent signals matter, configuring trigger conditions, setting up enrichment waterfalls, designing sequence logic, and testing. For busy SDR managers, it's overhead.
2. Missing the Prescriptive SDR Layer
Unify: "Here's a Play that will run when they show intent."
MarketBetter: "Here are your 15 highest-priority tasks today. Start with this person because..."
Unify automates the GTM motion. MarketBetter guides the SDR through their day.
3. No Pre-Meeting Intelligence
Unify helps you get the meeting. MarketBetter helps you win the meeting with auto-generated briefs including company background, pricing guidance, and talking points.
4. No AI Chatbot
Website visitors who are ready to talk can't engage immediately through Unify. MarketBetter's Qualified-style chatbot captures high-intent visitors in real-time.
Where MarketBetter Goes Further
1. SDR Task Assignment—Built In
Every morning, your SDRs get a prioritized task list based on website visitor behavior, ICP fit scoring, territory ownership, and engagement history.
No "check your Plays." Just: "Here's what to do. Start with #1."
2. Pre-Meeting Intelligence Briefs
Before every call, MarketBetter automatically generates company background, ICP fit score, pricing guidance, talking points, and potential objections.
Unify gets you the meeting. MarketBetter helps you close it.
3. AI Chatbot for Real-Time Engagement
When a high-intent visitor lands on your site, MarketBetter's chatbot engages them immediately, qualifies based on your ICP, books meetings directly, and hands off to live reps via Slack.
4. One Platform, Complete Workflow
| Workflow Stage | MarketBetter | Unify GTM |
|---|---|---|
| Identify visitors | ✅ | ✅ |
| Capture intent signals | ✅ (1st party) | ✅ (10+ sources) |
| Score & prioritize | ✅ Auto-prioritized | ✅ Via Play logic |
| Assign to reps | ✅ Automated daily tasks | ⚠️ Via Play routing |
| Draft outreach | ✅ AI-written | ✅ AI-generated |
| Meeting prep briefs | ✅ Auto-generated | ❌ Not included |
| Capture inbound (chatbot) | ✅ | ❌ Not included |
Pricing Breakdown
Unify GTM Pricing (2026)
| Plan | Price | What's Included |
|---|---|---|
| Growth | $700/mo (billed annually) | 1,250 contacts/mo, 25K revealed companies, 3 users, limited Plays |
| Pro | Custom pricing | Unlimited Plays, white-glove support, additional users at $40/user/mo |
MarketBetter Pricing
Flexible pricing that scales with your team, not credits or contacts. Every plan includes website visitor identification, AI task assignment, pre-meeting briefs, AI-drafted outreach, SDR playbook workflow, AI chatbot, and CRM sync.
Who Should Choose Unify GTM?
Unify is the better fit if:
- You have dedicated RevOps to build and maintain custom Plays
- Multi-source intent signals matter—you need 10+ data sources aggregated
- You're running sophisticated ABM with complex triggering logic
- Your team prefers building automation rather than following prescriptive workflows
Ideal Unify customers: PLG companies with high-volume outbound, well-resourced GTM teams with RevOps capacity.
Who Should Choose MarketBetter?
MarketBetter is the better fit if:
- Your SDR team needs prescriptive guidance, not just intent data
- You want one platform for visitor ID + chatbot + outreach + meeting prep
- You don't have RevOps capacity to build complex automations
- Faster SDR onboarding matters—new reps productive in days
- Inbound + outbound both matter
Ideal MarketBetter customers: B2B companies with 50-500 employees, teams with 3-20 SDRs, sales-led motions.
The Fundamental Difference
| Your Reality | Better Choice |
|---|---|
| "We have RevOps to build automation" | Unify GTM |
| "Our SDRs need to know what to do each morning" | MarketBetter |
| "We need 10+ intent signal sources" | Unify GTM |
| "We need chatbot + outbound + meeting prep" | MarketBetter |
| "We want full control over Play logic" | Unify GTM |
| "We want it to work out of the box" | MarketBetter |
The Bottom Line
Choose Unify GTM if you have RevOps capacity and want to build sophisticated warm outbound automation with 10+ intent signal sources.
Choose MarketBetter if you want a complete SDR command center that turns website visitors into booked meetings—without requiring someone to build and maintain Plays.
Unify is a powerful building platform. MarketBetter is a turnkey SDR solution.
Both are good products. The right choice depends on who's doing the building.
Ready to See MarketBetter in Action?
Book a demo and we'll show you:
- Who's visiting your site right now
- How MarketBetter prioritizes those visitors into SDR tasks
- What AI-generated outreach looks like for your actual prospects
- How pre-meeting briefs help reps close more deals