Drift vs Intercom Comparison Page

Drift takes a classy approach to a very difficult page to pull off: competitor comparisons. Drift leans on addressing the elephant in the room, using lots of social proof, and making low-commitment asks.

The page opens with a strong header that immediately introduces the purpose of the page. They also have a quick CTA to try Drift on your site, which is something that they push all across the site. You'll notice that this is really the main CTA of the page, which is fine because they also have a Drift bot (not pictured) that asks visitors if they are currently considering Intercom.
SaaS comparison pages can easily get ugly, figuratively speaking. Drift addresses the elephant in the room with a classy-af move to acknowledge and respect their competitor, Intercom. Bashing competitors can come off as disingenuine and overcompensating. By complementing and showing respect, it actually earns more of the visitors' trust. It's also cleverly packed with great keywords for SEO like "Drift vs Intercom", "Intercom alternatives", and "difference between Drift and Intercom" without sounding keyword-stuffed.
The opening argument is not about a major flaw, feature, or criticism. It's about DNA? That's right, and this is smart, because what they're pointing out is that they're two different tools for two different types of people.
If you're a product person, you use Intercom. If you're a salesperson/marketer, you use Drift. Automatically this helps visitors self-select, while also helping Drift build more rapport with salespeople and marketers. This is classic positioning. It's taking sides. It's polarizing. And it speaks directly to their target audience.
One of the main skepticisms of comparison pages is where the information was sourced and how legitimate those sources are. Again, the Drift team addresses the elephant in the room by making it clear where they got their information, but also in the process establish some trust by telling visitors how they went about creating this page.
They then get into a few key differentiators.
The first major reason goes back to the DNA. Drift was built to start and facilitate conversations whereas Intercom was built to triage and close conversations. This is an irrefutable fact. The second reason goes back to the target audience and what they care about, which is integrations with their other favorite tools. This is also something that Intercom doesn't, and probably can't, compete with.
The third reason further supports what their target audience cares about: reporting. Sometimes the key differentiators don't have to be major technological advancements, it could just be differences in approach and priorities. The fourth reason digs into one of the key gripes of Intercom customers: pricing. They really agitate the pain of having to delete contacts, worry about each additional lead, and cutting back every once in a while.
Reason #5 gets into a bit of secret sauce based on IP targeting and enrichment. Definitely a key differentiator, even though it's not the biggest feature.
To lean into their expertise, the Drift team mentions that they've written the book on Conversational Marketing, which helps build credibility and trust. This helps them stand out against just being another chat tool.
No page would be complete without social proof, and the Drift team takes a novel approach by listing a slew of tweets directly on the page. The more authentic you can make social proof look, the better.
Here's that main CTA again. Not a content upgrade, free trial, or even book a demo. Just an invitation to see what it looks like on their site.
For more social proof, they list their status on the prominent review site G2 along with real reviews listed on their profile.
The page concludes with a friendly face of someone who appears to be a customer with a list of logos, another form of social proof.
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