Case Study: How Zapier's review guides helped SMB buyers compare tools
Results
HubSpot's Digital Marketing Course Review Ranks #1
Helped SMB buyers compare SaaS options and assess fit
2 B2B Software Review Guides
Drove qualified bottom-of-funnel traffic, demo requests, and free trial sign-ups.
2 Technical Articles Ranked #1
Ranked on page one for high-intent, competitive SEO keywords.
01 — Client Overview
Zapier | zapier.com
Zapier is a no-code automation platform that connects over 6,000 apps, including Gmail, Slack, and Salesforce, to help users automate workflows without technical support.
Trusted by individuals and small businesses alike, Zapier helps eliminate repetitive tasks and improve operational efficiency. With over 4 million users, 500+ employees, and a $5 billion valuation, Zapier continues to scale as a leading productivity and automation platform.
02 — Project goals
Zapier wanted to expand its library of in-depth software reviews and comparison content for SMB marketers who were actively evaluating tools. The goal was to help buyers understand how different marketing platforms worked in practice, where Zapier fit into those workflows, and which tools made sense for specific use cases.
To do this, I tested and evaluated more than 30 help desk and email marketing products over six weeks, reviewing features, integrations, and use cases. The focus was on producing accurate, side-by-side review content that buyers could trust while comparing options.
The content needed to serve two purposes: rank for competitive review queries and support bottom-of-funnel actions, including demo requests and free-trial sign-ups.
Scope of work
2 software review guides
In-depth reviews comparing marketing tools, written to help SMB buyers evaluate differences, tradeoffs, and fit.2 articles for SMB buyers
Use-case-driven articles showing how Zapier could be applied to real marketing workflows and challenges.
03— Key challenges
1. Conducting hands-on software testing at scale
Testing more than 30 help desk and email marketing tools in a single month required balancing speed with accuracy. Each product needed enough hands-on time to understand setup, workflows, limitations, and edge cases, without relying on marketing docs or surface-level demos. The challenge was producing reviews grounded in real use while maintaining consistency and depth across dozens of tools.
2. Differentiating between highly similar tools
Many platforms looked nearly identical on paper, with overlapping features and similar positioning. The challenge was going beyond feature lists to understand where tools actually diverged in setup, integrations, workflows, and limitations. Small differences often mattered most to SMB buyers, especially when choosing a tool for a specific use case or team size.
3. Explaining how the tools work without oversimplifying
Each guide needed to clearly explain how the software behaved in day-to-day use without overwhelming non-technical readers. The focus was on showing concrete use cases, tradeoffs, and boundaries buyers needed to understand before choosing a tool.
04 — Solutions
1. Built a structured testing and review framework
To manage scale without sacrificing accuracy, I worked closely with Zapier’s managing editor, Deborah, to define a consistent review framework. This ensured every tool was tested and evaluated using the same criteria, making comparisons fair, repeatable, and trustworthy for buyers.
2. Used comparison-first analysis to surface real differences
Rather than relying on feature lists, I focused each review on where tools actually differed in setup, use cases, workflows, integrations, and limitations. This approach made it easier for SMB buyers to see meaningful tradeoffs and identify which tools fit their specific needs.
3. Grounded reviews in internal product insight
I partnered with customer support teams to understand common questions, edge cases, and real customer scenarios. That input helped ensure each guide reflected how the product was actually used, not just how it was positioned.
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“Maria is a great contributor to Zapier! Her articles have consistently ranked on Google's first page and she keeps you in the loop on the projects she's working on. She's receptive to feedback and willing to adapt to the brand voice and guidelines, which helps connect with the audience and keep readers engaged.
— Deborah Tennen, Senior Managing Editor at Zapier
