The line between marketing and product is quickly fading. As customer acquisition costs continue to rise, activating and retaining the leads generated by sales and marketing has become a core focus of product-led teams.

We’re happy to announce that Drift and Appcues have launched a partnership to enable a smoother handoff between marketing and product, better workflows for CS and support, and a new way to optimize the product-led growth process.

What this means for our customers:

Smooth transition to the product experience

Leading with your product involves letting your prospects experience your product in action before they buy. For many companies, that means a free trial or freemium experience. Drift lets you chat with your users while they’re exploring your marketing site; and now our partnership means Appcues lets you continue that communication within your product to guide users to take actions that lead to activation, adoption, and conversion.

Seamless user experience

What if you could launch product experiences from within a chat widget? With Appcues + Drift, you can.

Sometimes, users need a bit of extra hand holding to understand a process in your product. Use Appcues to create checklists, informative modal windows, or a brief, focused tour to help users find their bearings and realize value faster.

Using Drift chat or playbooks, you can now launch these experiences directly from the conversation you’re having with your users.

From CQLs to PQLs

Guiding users to take the key actions within your product that correlate to conversions—like inviting other users, using certain features, or importing customer data—has never been easier.

With Appcues, you can now guide the Drift conversation qualified leads (CQLs) that converted on your website to perform the critical actions that led to activation for your product, turning them into even warmer product qualified leads (PQLs).

Enabling product-led growth

Businesses are shifting their focus away from acquisition at all costs toward a flywheel model that promotes sustainable, long-term growth powered by a positive user experience.

As proponents of a product-led approach, we couldn’t be more excited to continue creating a product-led growth ecosystem that can support the entire user journey more smoothly and effectively.