Dev tool "us vs competitor" campaign examples

VS competitor ads are hard to pull off with devs. Not impossible though. 👇

So the problem is that:

• You want to list problems people have with the competing tool.
• But you don't want to come off as too negative and aggressive.
• And you want people to not think those are just "some bs claims to sell your tool"

@Convex does it really nicely here:

• They start positively by acknowledging that some people do "Love Firebase"
• They tag the competitor to build trust in the claims they are making
• They list problems people have with the competitor explicitly in voice of customer: "request waterfalls", "weak react support", "managing end-to-end consistency"
• And they link to a deeper vs competitor page for details

And even though this is by a "aggressive" competitor marketing hundreds of devs liked/bookmarked this tweet.

Good job!

How to present benchmark results masterclass from RavenDB

The biggest problem with the software benchmarks that you run is?

People don't trust you. Especially when the results are good.

𝗬𝗼𝘂 𝗷𝘂𝘀𝘁 𝗻𝗲𝗲𝗱 𝘁𝗼 𝗯𝘂𝗶𝗹𝗱 𝘁𝗵𝗮𝘁 𝘁𝗿𝘂𝘀𝘁. 𝗢𝗻𝗲 𝗼𝗳 𝘁𝗵𝗲 𝘄𝗮𝘆𝘀 𝗶𝘀 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝘁𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝗰𝘆.

People from RavenDB do it by:

• Showing where they ran it (AWS, Linux)
• Showing exactly what infra they ran it on. Extra points for making it interactive.
• Explaining how they ran it with code snippets and setup
• Copy is also very to the point, technical, docs-like

This looks solid because it feels like I could re-run what they did myself.And so I trust them and I probably won't ;)

Vs pages are a classic SaaS marketing.

But I like how Ably adjusts them to the developer audience:

• For each criterion, they say why it matters
• They link to their resources to extend further why Ably works great there
• They use a lot of developer jargon to make it feel like a dev wrote it for devs
• They go over a lot of different categories to make this comparison deep enough to be valuable for the buyer

Sometimes your product just wins on price.

I like how New Relic owns it on this page:

• They show you price comparison graphs
• The CTAs are focused on helping you compare the prices
• They use jargon specific to the category to drive the price argument: "peak usage", "overages and penalties", "SKUs"

After reading this I'd trust them to give me a solid price estimate and that it will likely be cheaper than Datadog.

Obviously price is not the only reason why we choose tools, but if that was a problem I had with Datadog, they have my attention.

How do you show "save time" to devs?

It is often hard as it is not objective.

But there are options.

Spotlight does it beautifully by showing two implementations next to each other solving the same task.
It is obvious which is faster and saves time.
Great stuff!

This is one of my favorite our dev tool vs competitor blog posts.

With these pages, you want to explain when you are better.

But you don't want to berate your competitor.

And above all, you want to help people make a decision.

Chances are (almost 100% ;)) that you are not better for every use case. And your developer audience knows it.

But there should be use cases, tool stacks, or situations when you are the best option.

Talk about those. Dev to dev.

@Convex did a great job in this post that I think can be a template for how to write these:

• They start by saying what is the same. That sets the context.
• Then they say good things about their competitor. Shows respect and understanding
• They follow by listing 3 key differences/situations when you should consider them
• And they go ahead and explain each of these differences deeply

After reading that post you are fairly convinced that if your situation matches the one described and if it makes sense to use it.

Love it.