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Insights, Marketing
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.
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.
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:
ActiveCampaign does a decent job of that:
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:
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:
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.
People in the comparison stage are close to making a decision. So make sure that CTA is BIG and clear.
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!
Far and wide!
Here are the links to some of the pages I referenced above
Intercom Vs Zendesk
ActiveCampaign Vs Mailchimp
Monday.com Vs Asana and others
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.
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