Who is this DAP Buyer’s Guide for?

Companies across all industries, go-to-market models, target audiences, and stages use DAPs to improve product engagement, a critical area for the success of their overall business. DAPs are especially valuable for businesses that do not want to invest in extensive in-house engineering resources. 

While software companies commonly use DAPs, they are increasingly becoming essential for businesses in all sectors. Examples include:

  • Large enterprises: IBM, DHL, United Airlines 

  • Publicly traded SaaS companies: MongoDB, Braze

  • Mid-market growth stage companies: Flexport, Mixpanel

  • Software companies: Highspot, Degreed

  • Non-software companies: Uber, Reddit

Various teams purchase DAPs to meet specific goals. These include:

  • Product teams focused on driving feature engagement and improving conversion across the funnel, including activation, trials, and user onboarding.

  • Product Marketing teams concentrating on customer marketing, lifecycle management, and feature adoption.

  • Customer Success teams aiming to drive product adoption and engagement at scale through “tech touch” or efficient self-serve methods.

  • Growth teams tasked with initiatives such as transitioning from sales-led to product-led models, increasing self-service to reduce support tickets and costs, improving customer satisfaction, developing multi-product upsell strategies, and enhancing the lifetime value of existing customers.

  • Founders and executive teams looking to improve core business and product metrics without the need to build an internal team focused on UX/UI experiments.

  • Design and engineering teams who prefer a flexible way to design or build components, allowing others to build and manage these independently.

👉🏼 Learn more about how these teams use DAPs here.

Having spoken and engaged with hundreds of companies and thousands of individuals over our 8-year journey, we’ve spotted some common problems in the DAP world:

  • Understanding product differentiators is hard. It takes time to distinguish between the various solutions out there.

  • Knowing which features to prioritize during evaluation can be confusing. It’s tough to determine which aspects are most important for your needs.

  • Testing the features you want to evaluate can be tricky. Many people struggle to effectively test the features that matter to them.

  • Seller promises and commitments sometimes don’t match reality. This mismatch is only discovered after a purchase decision is made.

  • Implementing these products involves engineering work and can be sticky, so making a well-informed decision is important.

  • There aren’t many great, unbiased resources available. Many people have never used a solution like this and aren’t familiar with DAPs.

  • Assessing the ROI can be difficult. Whether you’re considering building instead of buying or trying to map outcomes.

  • Pricing can vary greatly, and transparency is often lacking.

If you’re curious about these platforms because you may consider an evaluation in the future or you’re on the cusp (or in the middle) of an evaluation, you’ll likely find aspects of this guide invaluable 🤩