Direct comparisons between rival products is a crucial part of the buying process. Whilst many businesses choose to pretend these comparisons don’t happen, and tout themselves as the only viable solution, it’s far more productive to actually facilitate these comparisons.

By making direct comparisons between your software and your competitor’s (like HubSpot do with rivals Marketo), you can highlight your own strengths, their weaknesses, and take control of a crucial part of the buying process.