Chameleon, a product adoption platform for modern software companies, announced that it has acquired interactive demo company Driveway. This acquisition enables Chameleon to expand into the interactive demo category and drive user onboarding via (existing) in-product and (new) ungated walkthroughs. The terms of the deal were not disclosed.
Driveway Co-founder Harrison Johnson will be joining Chameleon as Head of Product, facilitating Driveway’s integration into the Chameleon platform.
The acquisition also comes during a time when technology buyers increasingly engage in their own product research before ever speaking to a provider. And it is a product-led world where people want to try a product before committing to it. At the same time, companies have to be more efficient in their own GTM, so product-led sales have become a strategic priority.
Interactive demos could be a great way to showcase key product features without users needing to sign up or log in. And organizations that offer quality, user-friendly interactive demos are able to remove hurdles and expedite sales.
Chameleon realized the benefits interactive demos could provide, having used them extensively for its own GTM approach, and saw a great fit with its own platform that enables SaaS teams to build in-app UX patterns like banners, models, walkthroughs, cards, surveys, checklists, and more all without coding. And by adding an interactive demo component, the company can deliver an unparalleled experience that extends from a buyer’s initial engagement with a company’s website or app, through adoption, deployment, and beyond as the company adds new products and features they may want to highlight.
This creates a single cohesive experience that users understand and appreciate. It is also an experience that users are heavily demanding.
Driveway is known to enable users to easily capture and record key workflows in products and then embed annotated versions of these in their marketing and help sites. Driveway currently works with customers like ZoomInfo, Drift, and Sayari Analytics.
Driveway (backed by Gradient Ventures, Lenny Rachitsky, Scott Belsky, Harry Stebbings, and Josh Elman) was built with a similar approach to Chameleon, making the acquisition seamless. And Driveway’s technology uses AI to help identify elements on the page, which will boost Chameleon’s ability to use page content to anchor and trigger in-app experiences.
KEY QUOTES:
”The future of software is more self-service, more product-centric, and more personalized, inside and outside the product. Chameleon + Driveway will enable companies to show off new features inside their product as well as on websites, in help docs, across social media and more, all through one integrated platform.”
— Chameleon Co-founder and CEO Pulkit Agrawal
“Customers are demanding more interactive and self-serve education; product demos combined with in-app interactive product tours unlock their ability to understand and adopt features, and consequently drive growth for our business.”
— Jeff Chase, Head of Product Marketing at Vitally, a long-time Chameleon user
“Chameleon is my go-to platform for quickly testing and building intuitive user onboarding experiences. Being able to incorporate interactive demos unlocks a whole new dimension of in-product experiences to drive self-serve product adoption and growth.”
— Saad Khan, Growth Product Manager at Fivetran
“Buyers increasingly want to see and play with the product before they ‘schedule a demo,’ so interactively showcasing product features on the marketing site is becoming the new standard for SaaS go-to-market. Driveway’s interactive demos combined with Chameleon’s platform for product adoption creates a must-have bundle for Product Marketing, Product-led Sales, and PLG.”
— Driveway Co-founder Harrison Johnson
