---
title: "Changing the Narrative with Comparison Pages"
url: https://metadata.io/resources/podcasts/changing-the-narrative-with-comparison-pages
description: "Demand Gen U podcast with Jason Widup and Mark Huber on using comparison pages to differentiate in competitive B2B markets."
source: metadata.io
---

In this episode of Demand Gen U, **Jason Widup**, VP of Marketing at Metadata, and **Mark Huber**, Head of Brand & Product Marketing at Metadata, discuss how comparison pages can help businesses differentiate themselves in competitive markets.

## Episode Summary

The hosts explore strategic approaches to creating comparison content that educates buyers without disparaging competitors. The episode uses Metadata’s own comparison page with 6sense as a real-world example.

## Key Takeaways

### 1. Avoid Negative Competitor Messaging

Acknowledge competitors’ strengths to build credibility with potential buyers. This approach fosters trust rather than skepticism.

### 2. High-Intent Audience Recognition

Buyers viewing comparison pages are in active evaluation or purchase consideration stages. These represent optimal outreach opportunities.

### 3. Customer-Centric Language

Use terminology and phrasing that resonates with your target audience. This makes messaging more relatable and authentic rather than self-promotional.