How Pendo and Walkme became leaders in the digital adoption software industry

This isn’t a David and Goliath story; it’s rather a tale of how two digital adoption software companies built trust with users, despite having 80+ competitors.

Imagine you have a new app on your phone or computer, but you’re not sure how to use it. A digital adoption platform shows you how to use the app by giving you clear instructions, clickable tutorials, and interactive prompts. These platforms make the onboarding and learning process less overwhelming for users. 

Currently, the digital adoption software industry is valued at $1.1 billion. Market analysts predict that by 2028, its value will soar to $2.8 billion as more businesses seek to seamlessly integrate digital tools into their workflows.

At present, there are 80 digital adoption platforms listed on G2. Among them, Pendo and WalkMe have emerged as the top two leaders in the category, based on user satisfaction and market presence:

Interestingly, both companies used a similar strategy to earn the trust of millions of users worldwide. Of course, they use other product and content marketing strategies, but this one stands out well. I break down that strategy in this case study and provide helpful tips on implementing it for your own success. 

But first, let’s compare both brands. 

Pendo vs WalkMe: Who is Leading and Why?

Since 2013, Pendo has placed a strong emphasis on user onboarding and helping users become proficient with software applications. WalkMe, on the other hand, offers similar services but can also be used for employee onboarding. 

WalkMe launched as the first digital adoption platform in 2011 — its founders created the category two years before Pendo launched. Being the first to enter a market gave WalkMe the chance to get ahead of competitors and gain customers’ trust and loyalty.

However, despite having the first-mover advantage, WalkMe has lagged behind and lost some of its market share to Pendo. See how their successes compare:

If you can’t be the first one in, being the runner-up isn’t bad either. Having a second-mover advantage definitely worked well for Pendo. The team had up to two years to observe what worked and what didn’t for WalkMe before building its product. As a result, the brand remains hot on WalkMe’s heels even after 10 years. 

In terms of popularity with users, Pendo leads on three platforms. Here’s the user review comparison chart: 

In terms of user growth, Pendo is also taking the lead. With more than 8,700 client companies, including Salesforce and General Atlantic, Pendo provides better software experiences to 700 million users every month. WalkMe, on the other hand, has helped 2000+ companies, including LinkedIn, Nasdaq, and Sprinklr, simplify software usage for 35 million users. Its website didn’t specify if these users are active monthly or not. But Pendo is still in the lead, despite being two years late to the party. 

Having a great product is only part of the equation for success. Without a strong marketing strategy, these products would have gone undiscovered, and potential customers would choose competitors with more visibility instead.

When I explored each platform’s marketing engine to see what contributed to their successes, I found one similar strategy: social proof. Let’s see how they pulled it off. 

How Pendo and WalkMe Use Social Proof

Before making a purchase online, nearly nine out of ten buyers look for reviews to see what past and present users are saying about the product. 

In fact, 46% of consumers trust these online reviews as much as personal recommendations, since they help them decide whether or not the product is worth their time and money. That’s the power of social proof — seeing others share positive experiences with a product instills confidence and validates your decisions. 

Pendo, for example, uses customer logos on its main landing pages to build credibility and instill trust in prospects. Note  this one on its home page, just below the hero section:

When potential customers see established companies, such as Okta and Salesforce, have had a positive experience with Pendo, they are more likely to choose the product. Plus, showcasing these logos associates Pendo with these brands’ achievements, which can potentially make prospects believe using the tool can lead to similar successes.

Pendo also features some of its customer success stories on its home page:

Customer success stories demonstrate the tangible benefits customers have gained from using your product or service. This real-world evidence shows prospects the practical value and impact your product can have on their own businesses or lives. This makes prospects more likely to consider using your product or service. 

Pendo also highlights major wins its customers have had:

Highlighting the major quantitative and qualitative wins your customers have had can make prospects curious to learn more and see what their future might look like. This proven track record can make your offering stand out as a reliable and valuable solution in the market.

WalkMe uses a strategy similar to Pendo’s, but there’s one difference that stands out: featuring customer testimonials for each use case on their landing page. You see, for every use case on the landing page, there’s a customer testimonial to show it in action:

Customer testimonials make your use case explanations relatable to potential customers. When you feature testimonials from users who have experienced success in a similar context or industry, you are likely to connect more with your audience and demonstrate how your product addresses their specific needs and challenges.

Infuse Social Proof Into Your Content Marketing Strategy

You can take a page out of both companies’ playbooks. Infuse different social proof variations into your marketing strategy to build trust with potential customers. 

Here are some simple tips to help you get your social proof formula right:

1. Collect Real Testimonials: Gather honest feedback from happy customers who have had positive experiences with your product or service. Ensure that the testimonials are specific and true, so people can trust them.
2. Use a Variety of Sources: Get testimonials from different types of customers, such as individuals and businesses. This shows that your product or service works for various people and adds credibility.
3. Show Numbers and Results: If possible, include numbers or facts in your social proof. For example, mention how many customers saw an increase in sales or achieved specific goals. This makes your social proof more convincing.
4. Add Visuals: Include pictures or videos of satisfied customers to make your social proof more engaging and memorable. Visuals can help people connect with your product or service.
5. Mention Well-Known Brands: If you have worked with popular or respected brands, mention them in your social proof. This association can make people trust your offering more.
6. Get Endorsements from Influencers: Seek testimonials from famous or respected people in your industry. Their support can have a big impact on how people perceive your product or service.
7. Keep It Up to Date: Regularly update your social proof with new testimonials and recent achievements. Outdated social proof may not be as effective.
8. Use Different Formats: Try different ways of presenting your social proof, like using case studies, videos, or customer success stories. This keeps things interesting and appeals to different people.
9. Share Social Media Mentions: If your product or service has positive mentions or reviews on social media, include them in your social proof. This shows that people are talking about you in a positive way.

These tips will help you create a social proof formula that builds trust and confidence among potential customers and converts them to customers. If you need inspiration, check out the full breakdown I did of Shipbob’s social proof formula. You’ll find more examples you can replicate there.