My top 3 SaaS comparison guides that you can copy

Here at my SaaS marketing agency, Rocket SaaS, we’ve been busy creating plenty of comparison guide campaigns for our clients. So I thought I would share my advice around these highly effective campaigns, along with my favourite examples from SaaS brands that you can take inspiration from.

How aggressive should you be?

When comparing yourself to your competitors, you have a decision to make: “How much am I willing to slag them off?”.

Definitely speak with your founders/board before you proceed with these campaigns. If you are on friendly terms with a competitor or you are hoping for some sort of merger in the future, you may want to tone it down a little or leave them off your list altogether.

Or you may have the “all is fair in love and war” attitude. In which case, unleash hell! This headline from Intercom’s comparison page made me smirk:

In most countries that I’m aware of, it’s within the bounds of the law to use another’s trademark in advertising, provided certain standards are met. I suggest you research to make sure you are safe.

What should you include in your comparison guides?

I suggest you create one overall comparison guide where you compare your product/service against multiple competitors, all on the same guide. This will be ideal for prospects who are looking at multiple vendors. Then, create individual guides where you compare yourselves directly with another single company.

Include the following content:

1. A strong headline outlining the main differentiating point/s

ActiveCampaign does a decent job of that:

2. A comparison table

List your features/benefits on the left column, then use a simple tick, cross or value. Here’s an example from Deel:

If you’re struggling to stand out via features and benefits, try checking review websites. If you have better reviews, this will make for an awesome comparison table. Take inspiration from Monday.com Vs Asana:

3. Testimonials referencing the competition

If you don’t have one, make it your mission to get one from your customers. Here’s Intercom aiming for the jugular on Zendesk again:

4. An overview of your features

If you promote this campaign via ads to a cold audience, these pages could be their first interaction with your brand. So you need to outline your benefits and features. You don’t necessarily have to make direct competitor comparisons with this content.

5. Call to action

People in the comparison stage are close to making a decision. So make sure that CTA is BIG and clear.

What/where should comparison guides be created?

Comparison campaigns are often highly effective via Google Ads, so a landing page is an obvious choice.

I would also have them as standard web pages for your resources hub.

Don’t forget the trusted PDF. The sales team will love you! You could even print them for exhibitions. Enjoy the awkward side-eye from your competitor’s stand!

Where should you promote your comparison guides?

Far and wide!

1. Google Ads. One day in 2019, Google decided they wanted to make even more money, so they abolished the restrictions that stopped brands from bidding on a competitor’s branded keyword.Example from MailerLite, bidding on “ActiveCampaign”:

2. Social ads. I generally recommend using a retargeting audience rather than cold. You can also target people who follow your competitors on social media, which is gloriously sneaky.
3. Email newsletter. Write an overview, then link out to your landing pages.
4. Social media. Those comparison tables work really well on social creatives. Carousels are also a winner.

Examples of killer comparison guides from leading SaaS brands

Here are the links to some of the pages I referenced above

Intercom Vs Zendesk
ActiveCampaign Vs Mailchimp
Monday.com Vs Asana and others

Would you like me to make this campaign for you?

If you would like to partner with me and my marketing agency, Rocket SaaS, to deliver campaigns like this for your brand, just send an email. It will come directly to me.