How Veremark showcases integration setups with interactive demos anyone can build and share

About Veremark

Veremark runs background checks for companies hiring new people. Alongside its own application, the company has built a long list of integrations with the applicant tracking systems its customers already work in, including Workday, HiBob, Greenhouse and ServiceNow. The Veremark Product team, where Scott Tomlins works as a Product Analyst, owns those integrations: how each one is built, how background checking behaves inside it, and how that process gets explained to customers.

That last part sits close to the commercial side of the business. Sales conversations often turn on whether Veremark can show a prospect exactly how a check will run inside the system they already use, and existing customers ask the same question when they plan a move to a new applicant tracking system. Every integration has its own unique workflow, so the Product team's job is to make that answer available to anyone who needs it, without pulling a specialist into every call.

Challenge

Demoing Veremark's own platform was never the hard part. Explaining the integrations was. Each applicant tracking system handles hiring differently, and Veremark has set up its background checking to work with all of them. The goal was straightforward: let any member of the sales team show a client exactly how the process would look inside the system they use, end to end.

In practice that meant doing it live, and live demos kept running into the same two walls. A rep who didn't know a given system had to bring in someone who did, which pulled product people away from building to sit on a sales call. And for some platforms a live demo simply wasn't possible. Sandbox access was limited, or it was granted long enough to build the integration and then withdrawn once the work shipped. When that happened, the team was left describing a workflow, showing screenshots and asking the client to take their word for it.

"We had access to a sandbox, we built the integration, and then we lost access. So we wouldn't be able to do a demo. You'd have to describe it and show screenshots, promise that it works."

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What the team needed was a way to show any integration at any time, without depending on a live environment and without depending on specialist knowledge. It had to be something a salesperson could pick up and run on their own. That is what pointed them toward interactive demos.

Solution

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Veremark turned to Guideflow and built an interactive demo for every applicant tracking system it integrates with. The aim was to take knowledge that sat with a small number of specialists and package it into something anyone in the business could present. Scott joined after the platform had already been chosen, and has since become one of the people building the demos.

Building an interactive demo for every integration

Instead of training the sales team on each system, the Product team records one interactive demo per integration and keeps it ready to go. Each demo shows the full background checking process as it appears inside that applicant tracking system, from start to finish, exactly as the client would see it.

That removed both bottlenecks at once. The demo no longer depends on a sandbox being available, and it no longer depends on the one person who knows how a particular integration behaves. Nothing has to be set up before a call, and nothing can break halfway through one.

"Any person in the sales team can talk someone through the whole process. They can show it end to end, exactly as it looks in the platform."

Editing the HTML capture to control what the client sees

Veremark captures its demos in HTML, which means every screen stays editable after recording. Scott uses this constantly. An error that appears mid-recording gets hidden rather than forcing a retake. Interface elements that aren't relevant to the client, such as a banner showing the account is on a free trial, are removed. Everything else on the screen stays exactly as it was captured.

It is the capability he says he didn't expect to lean on as heavily as he does, and the one that makes the finished demo look deliberate rather than recorded.

"The number one thing for me is the recording in HTML and being able to edit that afterwards."

Using variables to make a demo feel like the client's own account

Where it matters, the team personalizes demos with variables. Company names are swapped in so the demo reflects the client watching it, and dates are set dynamically so a simulated background check always looks like it was submitted today rather than on the day of the recording.

For a product built around hiring workflows, that detail carries real weight. A notification showing when a check was created or received should show today's date. Anything else quietly tells the client they are looking at a recording instead of a working system.

"If we're demoing to a certain client, we can customize it to them. So it looks like it's their account that's set up."

Recording in chunks instead of getting it right in one take

Scott records his demos in three or four sections rather than attempting a single clean run. If something goes wrong halfway through, the first half isn't wasted. He saves what is done, fixes the problem, carries on, and the sections are joined together afterwards.

Compared with recording a screen video, where a mistake near the end means starting from the beginning, the modular approach takes most of the pressure out of capture, along with a lot of the preparation that used to come before it.

"If something goes wrong, it doesn't mean the first half is wasted. You just save that, fix the problem and then carry on."

Exporting demos as short videos for clients who want something simpler

Some of the demos are also exported as video. These are short, around 30 seconds to a minute, and go to clients who want a quick look at what Veremark can do rather than a hands-on run through. Because the video is built from the interactive demo itself, it costs the team no extra production work. Video steps are used inside the demos too, to show movements such as scrolling and clicking.

"It's just a 30 second, one minute long video that shows what we can do, but that's all built from the guideflow."

Benefits

Anyone can demo any integration, without knowing the system inside out

The clearest change is who can give a demo. Veremark's sales team no longer needs to understand how each applicant tracking system behaves, and no longer needs a product specialist on the call to cover the gaps. The expertise is carried by the demo itself.

That holds on the building side too. Scott builds demos he never presents, and doesn't need to be there when they are shared. They go out to prospects during sales conversations, and to existing customers who want to see how background checking would work if they moved onto a particular system.

"Anyone can give a demo without knowing the systems inside and out."

Five builders across the team, with far less preparation

Around five people at Veremark now build interactive demos. Because problems can be fixed after recording rather than during it, there is much less to prepare before starting and much less to redo when something goes wrong. Editing a demo, changing a detail or swapping in a client's name is quick enough to do on demand.

The saving compounds. Time goes back to the person building the demo, and to everyone who would otherwise have been pulled into a live call to run one.

"You have to prepare less when you want to build, because it's so flexible. It's super straightforward to use, and it has definitely saved time and effort."

Integration coverage that keeps pace with the product

Every integration Veremark ships can now come with a demo of its own, the Product team builds these and makes them available to the whole sales team from the start. Integration knowledge has stopped being a constraint on how the product gets sold, and the demo library grows alongside the product instead of lagging behind it.

Why Guideflow?

Veremark needed to show integrations it couldn't always demo live, to clients who wanted to see exactly how background checking would run inside their own system. Guideflow gave the team a way to capture each one once and hand it to anyone who needed it.

HTML capture meant demos could be corrected and cleaned up after recording instead of re-recorded. Variables meant one demo could be personalized to the client in front of it, down to the date on a notification. Recording in chunks meant a mistake cost minutes rather than a full retake. Video export meant the same work could also serve clients who wanted something shorter. None of it required engineering involvement or access to a system Veremark no longer had.

Guideflow didn't just replace the live demo. It took integration expertise that lived with a handful of specialists and turned it into something any member of the team could put in front of a client, for every system Veremark supports.