Account Based Beverages · 2025-09-24 · 6 min
Key moments - from our scoring
Substance score
20 / 100
Five dimensions, 20 points each
Marichka Onyshchenko argues for proactively addressing competition in B2B messaging rather than pretending it doesn't exist. She advocates owning the narrative by leading conversations about competitive differentiation, emphasizing that every product faces substitutes and alternatives - including the status quo of doing nothing. The core strategy involves identifying your main value proposition, conducting genuine market research to pinpoint gaps, and demonstrating trustworthiness through expert positioning rather than attacking competitors unfairly. Onyshchenko stresses learning from customers who switched from competitors to understand how the market actually talks about differentiation, then incorporating that language into messaging. She highlights that B2B buyers are ultimately people driven by fear and doubt who need to trust the vendor, making fair, research-backed competitive positioning more persuasive than hyperbole or disparagement. This episode benefits product marketers, ABM practitioners, and go-to-market leaders crafting competitive messaging strategies.
Yes - Onyshchenko recommends proactively leading the conversation about competition rather than ignoring it, because there is always competition or substitutes, and controlling the narrative keeps you credible rather than defensive.
Never play dirty or make exaggerated comparisons (like comparing a cheap watch to a Rolex). Stick to what your product can truly deliver and focus on proving trustworthiness through genuine research and identified market gaps.
In live conversations, ask prospects what will happen if they choose another approach or what corners they're cutting with their current solution, then incorporate those insights into your messaging.
Talk to customers who switched from competitors - they provide market-validated language about differentiation and help you understand how the market actually perceives competitive gaps.
People buy from vendors they trust; they have fears and doubts, so fair, research-backed competitive positioning that demonstrates expertise and addresses business pain points is more persuasive than any messaging tactic.
Our reviewer’s read on each dimension, with quotes from the episode.
In approximately six minutes of content, the actual advice consists almost entirely of well-worn platitudes: don't ignore competitors, own the narrative, be trustworthy, stick to your value proposition. The one marginally actionable point - interviewing customers who defected from competitors and using their language - is barely developed before the episode moves on.
you always should start and lead the conversation because this way you're only in your narrative
for every single product there is a buyer. You just need to find your buyers
Every claim in this episode is a recycled marketing truism - own the narrative, be authentic, build trust, don't trash competitors. There is no contrarian argument, no first-principles reasoning, and no framework that challenges conventional B2B marketing wisdom in any way.
I never played dirty because we playing the long game
still it is people who buy and still they have fears, they have doubts and they're looking for someone whom they can trust
The guest is introduced only as someone who 'has worked in many roles and currently works in product marketing,' with no named companies, titles, scale of programs managed, or measurable outcomes cited. The host mispronounces her name repeatedly, signalling minimal pre-interview research; there is nothing in the transcript itself that establishes practitioner authority at scale.
She has worked in many roles and currently works in product marketing. We will see if that's the final one
I'm coming from the integration market. Yeah, Our competition is fierce
The episode contains virtually no named companies, concrete metrics, dollar figures, or detailed case studies. 'The integration market' is the only industry reference, and even that is unexplained. The Rolex/crab-watch meme is the closest thing to a concrete example, and it is attributed to an unnamed viral post.
I'm coming from the integration market. Yeah, Our competition is fierce
you saw this viral meme going around when people try to compare a uh, crab watch to a Rolex
The host asks one legitimate follow-up about status quo inertia as a competitor type, which shows minimal preparation, but there is zero pushback on any vague claim, no probing for specifics or evidence, and the interview is padded with a sponsor read and beverage small-talk that consumes roughly a third of the runtime.
The one question I would ask is what do you do with the competition that is not competition, right? The status quo
I tried to find one that is from Ukraine so don't judge me
Computed from the transcript - who did the talking, and the words that came up most.
Ignore the elephant in the room, and you lose control of the story. That’s the point Marichka Onyshchenko drives home in this sharp conversation with host Jim Gilkey . Competition isn’t something to sidestep. It’s a chance to own your narrative, prove expertise, and build trust. Marichka shares why “playing dirty” always backfires, how to focus on your true value proposition, and why buyers care less about flashy comparisons and more about confidence and credibility. She also breaks down how to handle the toughest competitor of all: the status quo. And Jim adds a reminder that your best messaging insights often come straight from customers who’ve switched from rivals. If you’re refining your messaging or facing crowded markets, this one’s packed with clarity you can act on today. Guest Bio Marichka Onyshchenko is a Ukrainian living in Belgium with a diverse professional background. She currently works in product marketing, bringing a sharp focus on honest messaging, competitive positioning, and building buyer trust.
Transcribed and scored by The B2B Podcast Index.
Jim Gilkey: Today we're talking about how and when to bring up competition in your messaging. Jim Gilke back with another episode of Account Based Beverages, a show that is actionable to the point and quenches your ABM thirst. Today's guest is Maria Anishenko. She is a Ukrainian living in Belgium. She has worked in many roles and currently works in product marketing. We will see if that's the final one. But Ram, I am dying to know, what piece of advice do you have today?
Marichka Onyshchenko: Thanks Jim. So today I wanted to talk about the competition because my opinion is you should never ignore the elephant in the room. And in my opinion, you always should start and lead the conversation because this way you're only in your narrative. You are controlling the conversation. And if you gonna tell me or whoever the business owner is there that and, but you know, like our product is so special, we don't have any competition. You can choose to lie to yourself, but there is always competition. There are always substitutes that people choose to use. You can always sleep on your desk if you want to write, even though you have a bat. And then if you have too many competition, for example, I'm coming from the integration market. Yeah, Our competition is fierce. You have to focus on your main value proposition. You have to choose your focus and stick to it. But what I always recommend as well and what I always never do is to play dirty. I never played dirty because we playing the long game. And what you also don't want to do is if you saw this viral meme going around when people try to compare a uh, crab watch to a Rolex. Yeah, don't do that either. Stick to what your product can truly deliver. Because for every single product there is a buyer. You just need to find your buyers and to find where you can find your buyers. But that's another discussion in your conversations with customers and in messaging when you're talking about your competition. As I said, the most important thing is to be fair is to show, to prove that you are trustworthy. Just be and prove that you are an uh, expert in the market. Show your customer, help them buy by showing that you've done the research, you identified the gaps and now you brought your product to prove that you're filling the gap. You're introducing a solution that can help and resolve some of their business pains. And this is how people buy. In the end, what is important, and a lot of marketers forget in B2B is that still it is people who buy and still they have fears, they have doubts and they're looking for someone whom they can trust, if they can trust you, they'll buy from you. Even if you have a lot of competition.
Jim Gilkey: I think that's really great advice. One piece I want to call out because you said it, but I think it's important to repeat. Talking to your customers, especially those have that have come from a competitor to your company is a great way of learning not just how you want to talk about your company and the differentiators, but how the market actually talks about them. Because there's more than likely another company that looks very similar to the one that just came over from a competitor to yours and you can use their words to be able to convince the other companies. The one question I would ask is what do you do with the competition that is not competition, right? The status quo and not wanting to do anything. Is there a different path that you take or is it pretty much the same as how you'd approach messaging for any of your competitors?
Marichka Onyshchenko: Well, it's much easier to deal with when you are in a live conversation. If your potential prospect is in front of you, you can always ask them what's going to happen if you choose another way. What other potential issues? What type of corners are you cutting right now by choosing this solution? When you have enough of this insight, you can also incorporate them into your messaging and that's what we usually do.
Jim Gilkey: That's perfect. If you are trying to figure out your messaging, please check out our show sponsor Scrappy abm. They build repeatable account based plays for you and teach you how to own them so that you can bring ABM in house when you're ready. So if you're interested in learning more you you can go to scrappyabm.com bev you can book time with me to chat and I will even send you your drink of choice as a thank you. Now Maria, I had to postpone this to be able to get your drink of choice. So what is your account based beverage of choice?
Marichka Onyshchenko: My drink of choice is Kvass. Kvass is a very common beverage in summer in the Slavic countries. It's made out of fermented bread. It can vary in color. It depends if you bought it from store, if you made it home yourself and you can do that, it's very fun activity as well with your children. The taste of it really reminds me home and where I'm coming from and it's my foundation. So that's why if I feel stressed or if I need extra confidence when executing my ABM campaigns, this is what I do. I just take a sip.
Jim Gilkey: That's amazing. I tried to find one that is from Ukraine so don't judge me. Not a good one but I have heard in all the research that trying to make it on your own usually ends up with a better product than anything that you could buy. So I'm excited for this. Marie you shared some really great advice today. If people want to connect with you where can they find you online?
Marichka Onyshchenko: To be honest I'm most active I'm right now on LinkedIn so uh you can find me at uh Marichka uh Onishchenko if you will be able to pronounce my last name to spell my last name but just type Marisa normally I come up.
Jim Gilkey: Awesome. I will make sure that I make it really easy. I'll put it in the show notes in the comments of the post on LinkedIn. RA thank you so much for joining us on account based beverages. Cheers.
Marichka Onyshchenko: Cheers Jim.
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