What should happen to demos after an acquisition?

Keep both products' demos live in the first weeks. Removing them reads as a decision nobody announced, and the acquired product's demos rank, get linked to, and answer questions the new ones do not.

What do acquired customers actually want to know?

Whether their product still works, still looks like this, and what happens to what they paid for. A demo of their product unchanged does more to hold them than any paragraph about shared vision.

Should you demo the combined product early?

Not before it exists -- it will be quoted back to you. Publish a demo of the working combined product when there is one, and a demo of the transition before any migration.

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Demos After an Acquisition

August 25, 2026

An acquisition announcement is written by lawyers and communications people, and it answers almost none of what a customer actually wants to know.

What they want is concrete: does my product still work, does it still look like this, what happens to what I paid for. Demos answer those better than a press release can.

Say what is not changing, first

Every customer on the acquired side is calculating their switching cost. A demo of their product, unchanged, working exactly as it did, does more to hold them than any paragraph about shared vision.

It is also the easiest asset to produce, because it already exists — the point is publishing it deliberately rather than letting the old demos quietly disappear.

What to publish, and when

Week one: nothing new. Keep both products' existing demos live. Removing them reads as a decision you have not announced.
When a plan exists: a demo of what the combined thing does. Not a roadmap slide -- the working product.
Before any migration: the transition, showing what happens to existing data and what the customer must do.
Never: a demo of the merged product before it exists. It will be quoted back.

The acquired product's demos are an asset

The reflex is to retire them and consolidate on one brand. That throws away material that ranks, that customers link to, and that answers questions the new demos do not.

Keep them working while the product does. Consolidating the marketing before consolidating the product tells customers the product is going away, whether or not that is true.

Internally, too

Two support teams now answer questions about a product half of them have never used. A short walkthrough of the other side's core flows is the cheapest onboarding available and pays back within days.

It is also the least political thing either team can be given: a demonstration rather than a decision about whose product wins.

Frequently asked questions

What should happen to demos after an acquisition?: Keep both products' demos live in the first weeks. Removing them reads as a decision nobody announced, and the acquired product's demos rank, get linked to, and answer questions the new ones do not.
What do acquired customers actually want to know?: Whether their product still works, still looks like this, and what happens to what they paid for. A demo of their product unchanged does more to hold them than any paragraph about shared vision.
Should you demo the combined product early?: Not before it exists -- it will be quoted back to you. Publish a demo of the working combined product when there is one, and a demo of the transition before any migration.

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