B2B podcasts drive audience growth, authority, and pipeline (even with a small audience). 

The issue? Most sound the same, are too salesy, or fail to grab attention.

In this post, you’ll learn how to create a B2B podcast that people actually listen to using the PVP Framework.

Why most B2B podcasts are boring, salesy, or forgettable

Scroll through the Apple Podcast charts, and you’ll notice a pattern. Corporate artwork, cookie-cutter formats, and the same tired playbook:

• Book a target account as a guest on the show
• Ask a few “safe” questions
• Try to sell to the guest post-recording and hope your ICP also decides to buy

Most feel like networking sessions that someone hit “record” on.

Others mimic consumer podcasts, chasing entertainment value over substance.

The titles promise insights, but listeners leave with nothing actionable—45-minute episodes that often could be done in 10.

Busy buying committees don’t have time for another generic show.

To stand out, your B2B podcast needs the PVP framework—a clear “premise”, a distinctive “vibe”, and production “polish” that makes your show impossible to ignore:

1. Premise. Clear direction based on what matters to your audience.
2. Vibe. Style and personality that resonates.
3. Polish. An aesthetic that grabs attention.

Here’s how to deliver all three.

1. Premise: solve real problems, don’t sell

Focus on delivering highly specific and relevant insights and solutions through your podcast (instead of pitching your product) to build trust.

Start with two key questions to determine your premise:

• Who do we serve? Become the go-to resource for a specific segment of your target audience.
• What do they care about? Align topics with this segment’s career goals, challenges, or Jobs to Be Done (JTBD).

For example, content marketers want practical tips that improve performance. Founders prefer growth strategies and peer insight that drive revenue.

Neither want aimless chatter that could apply to anyone.

Dave Rogenmoser scaled Proof’s Scale or Die podcast using the same tactics his tool now offers customers.

The podcast extends that experience into actionable lessons, with successful founders sharing strategies that helped them scale past $1M ARR.

Episodes deliver specific, actionable advice for startups. Not generic marketing tips.

In an episode with CXL founder Peep Laja, Dave walks listeners through improving conversions with user research.

Don’t create a podcast for everyone. Hone in on your expertise and passions.

The more specific and authentic your premise, the more you’ll cut through the noise.

Who should host my B2B podcast?

To build trust and drive action, your host must be authoritative and credible.

The right person pulls better stories, asks sharper questions, and creates conversations listeners can actually use.

At Grizzle, we recommend founders and CEOs. They’ve lived the journey, can speak with conviction, and attract high-quality guests.

Listeners are more likely to trust someone with vast experience, wins, and losses.

Plus, high-profile guests are drawn to peers with similar authority.

Examples include:

• Exit Five founder Dave Gerhardt hosts The Exit Five CMO Podcast

• Smart Panda Labs co-founder Shamir Duverseau hosts Everything Clicks

• Grizzle founder Tom Whatley hosts Maker Mixtapes

• Wednesday Women founder Melissa Moody hosts 2 Pizza Marketing

If your founder isn’t comfortable on the mic, ask other senior leaders (e.g. the COO, CMO, or managing director) who are likely to be around long term.

Marketing managers (who may have less experience) can still earn authority through preparation, research, and tight framing.

Data enrichment tool Clay doesn’t have its own podcast.

But an array of team members host videos and webinars that feel credible and expert-level:

Each host has done their homework and knows how to extract and explain insights.

A clear premise and the right host lead to impactful episodes that build a loyal, engaged audience.

2. Vibe: stand out with personality and eye-catching visuals

Your “vibe” is the style, personality, and look that attract people to your show and make it memorable.

First impressions happen visually, so this is your chance to signal that you’re not just another copy-paste B2B podcast.

To nail your vibe, focus on these four crucial elements.

Pick a B2B podcast brand name that grabs attention and signals value

A standout podcast name grabs attention, reflects your premise, and hints at the experience listeners can expect.

Here are a few examples:

• Everything Clicks. Shamir Duverseau’s show focuses on the post-click experience (PCX). But the name also nods to what happens when marketing works (more “clicks”).
• Maker Mixtapes. One guest, one playbook. The alliteration rolls off the tongue, conveying creativity and action. “Mixtapes” makes it feel personal and approachable.
• The Exit Five CMO Podcast – Strong brand and host credibility make this to-the-point name work.

While the name sets expectations, your launch (when ready for it) sets the tone.

Here’s how Shamir announced his new podcast on LinkedIn:

I want to announce that, today, I’m launching my new podcast: Everything Clicks.

The world doesn’t need another podcast, but I need a place to talk about what’s on my mind.

We marketers throw around a lot of buzzwords, like “personalization”, “AI”, and “making data-driven decisions”.

Yet, a lot of enterprise marketing leaders have no idea how to deliver them.

Businesses are struggling to connect marketing strategy and technical execution:

- Teams are siloed

- Collected data gathers dust

- And systems are rarely up to the task

Meanwhile, customer expectations keep climbing (thanks, Amazon), and companies are left scrambling to fill the gap.

“Everything Clicks” doesn’t just talk about these challenges.

It helps you SOLVE them by interviewing the experts driving profitable growth.

We’ll dive into the gritty realities of CX, performance marketing, and tech strategy with:

🔹 Concrete advice

🔹 Real-world stories

🔹 A direct approach to marketing’s most pressing issues

Each episode tackles practical, behind-the-scenes insights from top B2C marketers at leading Fortune 5000 companies who are actively solving problems.

Here’s what you’ll learn from 3 of our first guests:

1️⃣ Alex Corzo (Smart Panda Labs)

→ A crash course in personalization strategies that actually work, and how to tie in your post-click experience (PCX).

2️⃣ Bill DeCourcy (AmeriLife)

→ Dive into the world of performance marketing and how to use YouTube to grab attention.

3️⃣ Aurelia Pollet (CarParts[dot]com)

→ Aurelia covers the C-suite’s role in CX and how to shift your focus from KPIs to customer needs.

Ready to tackle the issues everyone’s talking about and delight your customers?

Listen now on YouTube, Spotify, or Apple Podcasts. Come and join the conversation.

Link in comments below 👇

If you can’t rely on an established brand or host when naming your podcast, consider your premise and company philosophy.

Brainstorm widely. Look for industry terms you can twist into something memorable, clever, or surprising that signals your show’s focus and value.

More ideas make it easier to land on a name that highlights exactly what you’ll deliver.

Craft a visual identity that gets noticed

Your visual identity should be unique and make your podcast instantly recognizable (without compromising readability or what it’s actually about).

Lean into your company’s history or your CEO’s personal interests or passions to give your podcast character.

For example, Everything Clicks channels Shamir Duverseau’s love of ‘80s pop culture.

So, Grizzle created memorable artwork that stands out in a sea of generic corporate blue:

The retro aesthetic carries through to episode artwork, with high-quality guest photos and snappy headlines that grab attention:

Take inspiration from B2C, entertainment, and pop culture. But never let creativity negatively impact clarity:

• Text must be readable at 55 x 55 pixels (Apple Podcasts’ smallest display)
• Keep visuals simple and minimal—name and tagline only
• Avoid intricate details that blur at small sizes

When creating episode titles, treat them like blog headlines.

Focus on listener outcomes (e.g. specific insights, numbers, or solutions) that make it clear what’s in it for them.

Strong visuals signal professionalism, grab attention, and guide listeners toward the value you’re promising.

Pick a structure that keeps listeners engaged

Your style and structure determine how listeners experience your podcast. These elements reinforce your premise and make your show worth subscribing to.

Pick a format that plays to your strengths and fits the value your audience is hungry for (as per your premise).

Here are some typical options:

This format shapes your runtime. For example:

• Interviews and roundtables tend to be 30–40+ minutes
• Solo episodes often work best as 10–15 minute insights or Q&A sessions

Mixing formats is totally fine as long as your core premise stays consistent.

Grizzle recently helped Everything Clicks host a special Q&A episode answering listeners’ biggest customer experience questions:

Even without a guest, the episode stayed true to Shamir’s signature style—practical, personable, and focused on delivering actionable insights.

No matter which format you choose, these rules apply:

• Do the research. Base conversations on specific deep dives, not surface-level talking points.
• Know the value. Identify likely takeaways before you hit record.
• Stay on topic. Cut anything that doesn’t serve the listener.
• State the payoff early. Tell busy B2B listeners “why this matters” in the first 30 seconds.
• Prepare a brief. Outline your intro, outro, and key beats. Draft questions to prevent rambling.

Nothing kills a podcast faster than winging it.

Preparation keeps the conversation tight, actionable, and aligned with your premise.

Choose guests who make episodes worth listening to

Engaging conversations keep listeners hooked, while the wrong ones waste time and damage your vibe.

When choosing guests, start with your network:

• Colleagues
• Partners and industry friends
• LinkedIn connections

Familiarity makes the back-and-forth flow naturally—crucial when you’re just starting out.

For example, Shamir’s first guest was his Smart Panda Labs co-founder, Alex Corso:

Their shared expertise and friendship create a smooth, engaging discussion.

For guests outside your circle:

• Schedule a 15-minute pre-call. Build rapport, brief them on the topic, and gauge fit.
• Check alignment. Ensure the guest can speak confidently on the subject and has chemistry with the host.

Pre-screening guarantees episodes are valuable and engaging—saving you time and protecting your podcast’s reputation.

3. Polish: make your podcast look professional

Podcasts aren’t just audio anymore. High-quality video production makes your repurposed content stand out on YouTube and LinkedIn.

On the other hand, low-quality visuals or muffled sounds get skipped by fast-scrolling viewers.

Over a billion people watch or listen to podcasts on YouTube every month.

Video podcasts:

• Extend your reach
• Provide shareable snippets for social media
• Make your show more engaging for both new and existing audiences

For instance, Shamir regularly shares snippets from Everything Clicks on LinkedIn: 

Each episode goes further as bite-sized content that drives awareness and engagement.

Here are three fundamentals for producing high-quality video and audio.

Need help producing a remote podcast that looks and sounds incredible? Book a demo today and let’s chat.

Invest in gear that elevates your podcast

Clear visuals and crisp audio make your podcast feel professional and credible. Poor production drives listeners away.

Forget your built-in laptop camera.

Affordable 4K webcams create a sharper, more professional image.

External mics with a pop filter (to eliminate popping noises during speech) also dramatically improve sound quality.

Here are some more top tips from Grizzle’s Video & Media Lead, Adam Hart:

• Consistent lighting prevents shadows—a ring light behind the camera works well
• When using green screens, avoid green, reflective, or sparkly clothing to prevent visual glitches
• Keep shoulders in frame and leave ~5–6 inches above your head

Use the pre-call to brief guests on setup, framing, and lighting.

This informal chat reduces recording-day stress and keeps visuals consistent.

It’s also the best time to schedule the actual interview, while you’re both present with calendars in front of you.

Proper setup ensures every episode looks and sounds professional. In turn, this can increase engagement, shareability, and audience retention.

Capture clean recordings

A solid recording process preserves audio quality, encourages natural flow, and minimizes technical issues.

Even remotely, recording tools like Riverside.fm record hosts and guests separately:

This makes it easy to fix background noise or adjust levels without compromising quality.

As Riverside uploads in the background, it also prevents lost recordings due to internet issues.

On the day, remember to schedule more time than the interview needs.

A 15-minute buffer (for a 45-minute session) lets you set things up and check equipment.

Use this time to:

• Walk through any software or equipment settings (e.g. ensure external mics are ~30cm from the speaker’s mouth for clear audio)
• Make the guest feel comfortable and relaxed (explain that you’ll be able to edit out any awkward pauses or fumbling over words)
• Confirm both sides are ready before hitting record

Thoughtful recording setup saves editing time, ensures consistent quality, and produces episodes that sound professional and engaging from start to finish.

Turn raw recordings into impactful content experiences

Editing turns a long (and sometimes messy) chat into a focused episode that delivers value at an appealing velocity.

Listeners decide in the first 30–60 seconds if they’ll stick around, so you must hook them immediately.

Even in non-B2B formats, strong openings like “Diary of a CEO” use key insights to set the tone, tease value, and make people want to hear the whole story.

Editing matters as much as the recording itself to shape the episode’s flow and ensure it delivers on the intro’s promise.

Here are six tips to polish every episode to perfection:

You can also separate yourself by borrowing ideas from other media.

Find out how your favorite:

• YouTubers keep attention high
• TikTok creators use pacing and jump cuts
• Filmmakers use sound, silence, and atmosphere to immerse the audience

Motion graphics, light animation, or contextual B-roll can make your podcast feel fresh.

Cultural references or unexpected clips interrupt expected patterns, especially in the B2B world, and keep viewers engaged.

For example, Everything Clicks uses 80’s pop-culture references to underscore jokes or metaphors:

It’s quirky, memorable, and breaks the “corporate podcast” mold.

In a crowded market, production with personality is what people remember.

Create the B2B podcast that only your company can

You don’t need a massive audience to reap the benefits of a successful B2B podcast.

You just need a show that feels different from everything else in your space.

Create one that reflects your host, point of view, and the problems you solve. Then, treat every episode as a feedback loop.

The more you learn from your listeners, the faster your show will evolve (and the easier it becomes to attract more like-minded people).

Want your own B2B podcast that drives results? Book a demo today and let Grizzle bring it to life.

Most case studies follow a familiar format: problem, solution, results.

Senior decision makers expect and appreciate it. They can jump in, understand the impact of your solution, and continue the buying process.

The downside? It neglects the buyers who initially sparked the search for a solution. They need stories (not just stats).

What B2B buyers really need from social proof

Potential customers want case studies that share how their peers solved the same problems they now face.

By making your customers the “hero” of the story, other buyers in similar positions immediately relate.

Gallup research shows that 70% of buying decisions are based on emotion and justified with logic.

Your case studies must help purchasers invest emotionally and build trust, setting you apart from competitors.

For example, Grizzle write introductions for Smart Panda Labs’ case studies that drop you straight into their client’s shoes:

Engaging openers for the technical marketing agency’s case studies include:

• “As Director of Marketing, Julie Harju carried the weight of every empty seat”
• “SVP of Marketing Andrea Kazanjian inherited a premium brand with almost no digital presence”
• “CEO Mary-Lynn Clark was building up to a career-defining moment”

Buyers feel the stakes, relate to the challenges, and imagine achieving similar success—carving the path to faster purchasing decisions.

What is a hero-led case study?

A hero-led case study tells a compelling customer story while giving busy buying committees the snapshot they need to select you as a vendor.

It adds a deeper narrative layer to the tried-and-tested “problem → solution → results” framework.

Think of it as a pyramid:

• Data-led narrative (base tier). Share the challenge, how you solved it, and the ROI. Think broad brushstrokes for time-starved leaders.
• Customer story (middle tier). Explain why the data matters, how it made someone’s life easier, and why others evaluating your product should care.‍
• Multimedia elements (top tier). Build credibility with testimonial videos, graphs, and visuals. Help buyers connect with the story and overcome scepticism.

Together, these elements engage champions and make it easier for B2B buyers to make confident decisions.

Follow this eight-step process to create hero-led case studies that convert:

1. Tell the story from a human’s perspective

While your solution benefits an organization, speaking to your potential customer like a human with stresses and ambitions makes your message resonate more deeply.

Explain how you’ve made the person in the story’s job easier and how.

“Driving revenue” is great for business. But “securing a promotion” because of it is even better for the hero.

A human challenge (e.g. “I had to increase profitability without extra spend”) that you solve instantly heightens your product or service’s value. 

For example, Grizzle put CMO Dr. Patel at the heart of this Sully.ai case study.

Instead of focusing on Sully’s agentic AI, we built the narrative around what their customer wanted most: to improve patient care.

In another example, AdRoll’s case studies let customers describe their own challenges and wins: 

This first-person narrative is more engaging, credible, and trustworthy.

People buy from people. A story that shares someone’s struggles and successes is more memorable than one brand talking about another.

2. Find the right hero for your story

Find someone who genuinely loves your product and can speak to its real impact to create an authentic, persuasive case study.

In B2B, that isn’t always the final buyer. Sometimes it’s the end user or internal champion. 

Here’s where to find them:

• Customer reviews. Search G2 or Capterra for glowing write-ups that could become interviews.‍
• Net Promoter Score (NPS) surveys. Reach out to customers who scored you a nine or 10.
• Social media. Use social listening to spot fans praising you on LinkedIn and X.
• Product usage data. Look for power users with high adoption or daily activity.

Once you’ve found your hero, make it easy for them to say yes.

• Ease concerns: Share sample stories and promise review rights before publishing.
• Respect time: Be clear on the process and minimize effort by handling the heavy lifting.
• Offer value: Highlight the exposure they’ll get or sweeten it with a simple incentive.

Counter objections upfront to speed up approvals. 

3. Specify the struggle so it’s relatable

Describe specific, human details that build tension and pull people into the story. Future buyers won’t care about your hero’s success unless they feel their pain first.

This is why it’s crucial to capture emotions in customer interviews. When frustration sounds genuine, it resonates more naturally.

Take Sully’s Hillside case study.

We could’ve written, “The staff were overworked and needed to boost productivity.” But that’s forgettable.

Instead, we focused on the human-led facts and struggles.

Dr. Patel’s team spent 3–4 hours a night catching up on work from home. The business was growing. Onboarding was becoming a burden. Staff were at breaking point.

Now, the story feels more personal. You can picture the exhaustion, pressure, and urgency to fix the problem.

If potential customers recognize themselves in your case studies, they’ll stick around to see how it gets solved.

4. Get the story before the stats

Start by uncovering what led to the “X hours saved” or “Y% increase”—what the customer was facing, feeling, and fighting for when they chose your product.

In hero-led case studies, numbers hit harder when you wrap them in a relatable narrative.

For example, we ask questions in our interviews like:

“What was happening in your day-to-day before things changed?”

This wording prompts the customer to reveal the frustration, pressure from leadership, and how finally finding a solution felt like relief.

It teases a commentary before the conclusive, “How much time did you save?”.

Here are some more examples of questions that draw that story out:

• What problem or pressure pushed you to find a solution?
• What wasn’t working before?
• What stood out about our product in your search?
• What’s changed for you or your team since adopting it?
• What moment made you realize it was working?

Send these questions in advance so customers have time to reflect.

You’ll get richer insights and a case study that connects on both emotional and business levels.

5. Bridge the problem and your solution

Always include the most persuasive point in your case study—the customer’s “aha!” moment of realization.

This turning point (when they knew something had to change) transforms pain into purpose, driving the story forward.

It also helps potential buyers connect the customer’s challenge to their own and see why your product or service makes sense.

For example, Dr. Patel needed a solution before care quality suffered and turnover increased:

AdRoll’s team hit a wall with Google display ads and knew they’d plateaued:

Holiday Inn Club Vacations trusted Smart Panda Labs from a past engagement, and leaned on that partnership when new goals emerged:

Each of these crossroad moments helps future buyers see themselves in the narrative.

Use them to reveal:

• What triggered the change
• Why your solution stood out
• The key factor that made a customer say “yes”

It’s subtle selling and differentiation, told through the hero’s perspective.

6. Explain exactly how your solution works

Walk through your solution step by step, so future buyers clearly see where the value lies.

Other SaaS brands merely summarize the outcome and results.

To stand out, show how your features, use cases, and solutions drive success. This keeps people engaged and builds trust in your approach.

For example, Semrush breaks down exactly how they increased BetterVet's traffic:

• Key focus area: “Fixing overall website health”
• Specific tactics: “Cleaning up errors and old redirects”

While Sully details how agentic AI eases Dr. Patel’s workflow:

• Action: “AI Scribe Agent creates real-time clinical documentation during appointments.”
• Outcome: “Dr. Patel’s practitioners no longer take work home. They’re more present and energized.”

The clearer your process, the easier it is for buyers to picture themselves experiencing it (and decision-makers to sign off on it).

7. Connect metrics to real impact

Pair every metric with the benefit it delivered to make results meaningful and finish the story you’ve got people invested in.

This small tweak turns raw data into evidence that your solution drives outcomes that future buyers care about.

Here are a couple of examples of how Grizzle ends Sully’s case studies:

Now, you should still include results and data in your headings to catch the buying committee’s eye.

For example, Pipedrive puts their most impressive numbers front and center:

But the sales software provider also ties data into the narrative to give it meaning:

‍“In the past five years, the business has grown at an average rate of 32% year-on-year, and revenue has tripled. Pipedrive has played a key role in this—not least by helping to develop a consistent number of leads and providing clear representation of each lead source.”

Finally, don’t overlook small wins.

For example, Airtable saving Taylor Guitars 4–5 hours weekly might seem modest. But for marketers, that time reclaimed is tangible and motivating.

8. Reinforce your story with testimonial videos

Testimonial videos make your case study more engaging, authentic, and trustworthy—letting future buyers see and hear your hero’s experience firsthand.

In fact, Wyzowl research suggests that 87% of people have been convinced to buy a product or service after watching all forms of video content.

For example, Grizzle produced this video testimonial of Nile Women’s Healthcare founder Dr. Hughan Frederick:

Our expert-led editing and production turn simple Riverside interviews into high-end testimonials.

You don’t need to arrange travel or complex shoots—our team can coordinate your customer from anywhere.

Similarly, data platform Census create compelling user stories from video calls:

These remote recordings deliver the same human connection and emotional credibility as on-site productions (without the hassle).

Here are some quick tips for more impactful testimonial videos:

• Prep the customer. Share framing, background (e.g., plants or a bookcase), and lighting tips. Reassure that pausing or redoing answers is fine—you’ll fix when editing.
• Prioritize good video and audio quality. Send equipment to customers if needed.
• Prepare before recording. Test lighting, audio, and framing before you start.
• Keep it conversational. Use questions as prompts, not scripts.
• Edit for brevity. Aim for ~2 minutes and focus on key soundbites.
• Make it inclusive. Add captions and annotations for clarity and accessibility.
• Add motion design and contextual B-roll. Use simple graphics and supporting visuals to keep the story engaging and dynamic.
• Prioritize satisfaction. Let the interviewee review the final video before publishing.
• Reuse the content. Recycle pull quotes and soundbites in social posts, blogs, email campaigns, landing pages, and retargeting ads.

This visibility helps your hero’s story spread further, build trust, and create internal champions.

Make your hero shine to inspire future buyers

A hero-led narrative puts your customer’s achievements front and center—showing how they used your solution (and guidance) to solve problems and deliver results.

In making them look good, you position yourself as the trusted sidekick.

Future buyers see the path to success clearly, making internal sign-off and adoption simple.

Want help creating hero-led case studies? Book a demo today and let’s talk.

Today’s B2B buyers tune out the moment a page feels untrustworthy. Yet, weighing up options is still a key step in every buying cycle.

In this post, you’ll learn six key steps to create honest comparison pages that help best-fit customers choose your product or service.

The problem with traditional comparison pages

Most ineffective comparison pages focus too much on themselves or on discrediting competitors.

That mindset produces the same weak patterns:

• Long feature lists with no context
• Cheap shots at competitors (e.g. “X is too slow”)
• Claims with no proof (e.g. “The #1 alternative to…”)
• Tables engineered to make you look good and nothing else

None of this helps potential buyers.

People visit comparison pages to understand the real differences between options and make informed decisions.

Talking only about yourself doesn’t solve that. Tearing down competitors makes you look defensive and untrustworthy.

By being honest and objective, you’ll position your product as the best fit for the right audience while acknowledging where competitors might be a better fit for unqualified buyers.

Here are six steps to help you strike that balance.

1. Highlight unique value before any features

Lead with your product or service’s unique value. The model, process, or capabilities that make you worth choosing in the first place.

Instead of lining up every feature side by side, put your strengths right at the top to anchor your comparison in what actually matters to buyers.

For example, ActiveCampaign’s edge lies in powerful automation, which enhances every customer journey touchpoint:

It’s a clear advantage over competitors like Mailchimp. So, the comparison page starts there.

The tone is factual, not boastful, and reads like something a neutral reviewer could write.

ActiveCampaign’s positioning does the heavy lifting while recommending Mailchimp as a simpler tool for beginners:

“Because the builder is so straightforward to use, Mailchimp is a good option if you're just starting or aren’t trying to automate very much.”

The brand then positions itself as the better choice for advanced automation:

When you’re clear on what sets you apart, you don’t need hype or competitor bashing.

You just explain the value that only you provide.

Before writing any comparison page, define your specific differentiators against that competitor.

Then, build the entire narrative around those.

April Dunford’s product positioning exercise is a solid framework for this:

• Understand where you stand today and your core value
• List your unique attributes
• Link each attribute to a real customer pain point you solve
• Identify who cares most about those strengths (i.e. your ideal buyers)
• Pick a market frame that makes your value obvious to those buyers

When you anchor comparison pages to your differentiators, you give buyers clear, useful context while staying honest.

2. Create trust with your comparison tables

Strong comparison tables help potential customers make informed decisions by attracting best-fit buyers and filtering out those who aren’t a match.

While these visuals are one of the fastest ways to show how you stack up, they’re also easy to misuse.

For example, we’ve all seen tables like Asana vs. Monday:

Buyers don’t trust one product coming out on top in every category, and can tell when you’ve cherry-picked features.

Instead, focus on 6–8 core features that are directly tied to buyer needs and pain points. (Not just those you excel at.)

This keeps your brand honest and even improves usability.

NN Group eye-tracking studies suggest that people tend to read comparison tables in a lawnmower pattern.

If your table is too long or cluttered, readers struggle to keep track of information.

There will likely be products that share similar capabilities. So, the real value comes from how you frame differences.

Show strengths clearly, without pretending the competitor offers nothing.

App-building platform Nocoly simply presents facts when comparing itself to Outsystems:

The neutral tone makes the comparison feel more believable, while the differentiation on data, languages, and pricing stands out naturally (without attacking the competitor).

Don’t aim to “win” every buyer with your comparison tables. Instead, use them to clarify who you serve best.

3. Give competitors credit to strengthen your own positioning

Acknowledging where competitors shine makes your comparison page feel trustworthy and differentiators more believable.

Some competitors will outperform you in certain areas.

You know it. Buyers know it.

Being upfront about that sets your page apart from the majority and builds instant credibility.

For example, Claap recognizes Gong’s leadership in “Revenue Intelligence” instead of downplaying it:

Then, Claap explains why it’s a strong alternative to its respected competitor.

Vidyard uses a similar tactic, first acknowledging Loom as a powerful tool:

ActiveCampaign even takes this a step further, praising Mailchimp’s superior ease of use:

This kind of honesty stands out because it’s factual and confident.

It’s also the opposite of the “talk ourselves up while trashing everyone else” approach that most companies use (and buyers ignore).

It all ties back to positioning.

When you’re clear on your own strengths, giving competitors credit reinforces your authority.

Here are some tips on how to credit competitors effectively:

• Identify where others excel (e.g. features, usability, or reputation your audience respects)
• Acknowledge it clearly but briefly (one line is usually enough)
• Avoid an exaggerated tone or backhanded compliments, which can feel insincere and undermine trust
• Use visuals when possible—screenshots or data points make recognition feel factual, not promotional

This approach signals confidence. You communicate: “we know what others do well, and we still believe we’re the best fit for you.”

4. Address the real alternatives buyers are using

Buyers aren’t just comparing you to competitors. They’re also comparing you to existing processes and spreadsheets.

Highlighting and outpacing these solutions wins trust and conversions.

SaaS brands often define competitors too narrowly: “Who else makes software like ours?”

In reality, your competition includes everything buyers are currently using to solve the problem.

April Dunford calls these “status quo” solutions—the free, simple, or familiar tools people rely on before they even see your product.

For instance, many businesses manage projects in spreadsheets or via email.

Therefore, comparison content for project management platforms should address these solutions—especially in middle-of-funnel (MOFU) “alternatives” articles.

Take ClickUp, which acknowledges Excel’s value when comparing its platform to spreadsheets:

Then it subtly positions ClickUp as the more effective solution in a table:

By addressing the status quo, ClickUp earns trust before prospects even start comparing other project management tools.

Here are three ways to identify these alternative solutions:

• Ask, “How are our target customers solving this problem today?” and list the answers
• Review market research, customer interviews and sales conversations for recurring patterns
• Pinpoint the alternatives that actually influence buyer decisions to talk about

Dunford warns against “phantom competitors”—solutions your prospects don’t know or care about.

Trying to position against them dilutes your messaging and weakens your differentiation.

Focus on the alternatives that matter, show how you improve on them, and your comparison content will resonate with buyers where it counts.

5. Help buyers select the right solution for their specific needs

Comparison pages should help prospects make informed decisions about the right product for them. Don’t just pitch your product to everyone.

Your goal is to attract the right prospects and make them feel confident in their choice with genuinely helpful information.

Let’s circle back to ActiveCampaign’s Mailchimp comparison page.

It positions Mailchimp as a cheaper, simpler alternative.

Then highlights its own tool as having the “best deliverability” and “powerful (but easy to use) automation”:

Vidyard takes a similar approach vs. Loom.

Instead of answering “Which is better?” with biased sales copy, it presents an objective view and lets readers decide for themselves:

Grizzle helped XTM create an opening table to show that its website localization tool is for large enterprises.

Then, it highlights other solutions that are more suitable for small teams or solo business owners:

XTM’s ideal customer is naturally drawn to its product, while everyone else is pointed in a different direction.

Describe who your product is for (not just how it beats competitors) in comparison pages, so readers can see which solution fits their needs best.

Present features and differences clearly and transparently. Trust your positioning.

That’s how you create neutral, informative comparisons that still demonstrate superiority.

6. Use targeted customer stories to validate your claims 

Letting customers tell their own stories adds credibility and proves your product wins in the real world.

Generic reviews don’t move buyers at the comparison stage.

Hearing from people who switched from the same competitor to you does.

For example, FreshBooks nails this on its QuickBooks comparison page:

A testimonial from someone who moved from QuickBooks carries far more weight than a five-star rating with no context about why they switched.

It details the customer’s pain, the change, and the outcome achieved.

To capture this type of social proof, build it into your workflow:

• Note which product customers switched from during sales or onboarding
• Follow up a few weeks later and ask for a short interview
• Question what wasn’t working before, why they switched, and what changed after adopting your tool
• Pull the clearest quotes that map directly to the comparison you’re making

You can also borrow FreshBooks’ approach and pull switcher reviews from third-party sites like G2 or Capterra.

Brands like Nocoly take this further, inviting customers to contribute directly to comparison pages.

Founder Phil Ren explains this transparent, user-led approach:

“We regularly update this section with real, selective insights from customers. While the content is curated, it reflects genuine customer experiences and offers valuable context for potential buyers facing similar decisions.”

The more real customer experiences you highlight (especially from switchers), the more objective and persuasive your comparison pages become.

A comparison page is an extension of your positioning

When you anchor comparison pages in your unique strengths, you give best-fit buyers clear, compelling reasons to choose you.

Help potential customers evaluate fairly. Show what competitors do better. Support your claims with real-world testimonials.

Do this consistently, and comparisons will feel less like sales pitches and more like trust-builders.

Need help creating comparison pages that strengthen your credibility and drive conversions? Book a demo today and let’s chat.