With the acquisition of Hickup, which developed mobile sales playbook technology, Showpad goes interactive. Although no terms of the acquisition were disclosed, the amount of the deal is estimated to be in millions.

Founded in 2011, Belgian marketing tech startup Showpad has already raised over $60 million in funding and acquired two US mobile marketing and app developer startups, LIA and Taptera.

Nowadays, the company activates the content of over 850 companies around the world, including Johnson & Johnson, Fujifilm, Audi, Intel and Kimberly-Clark. Showpad has dual headquarters in Ghent and San Francisco.

As for the acquired London-based startup, Hickup, it creates learning and evaluation tools for sales and marketing departments to better engage with customers and prospects.

With the acquisition of Hickup, the company has recently launched Showpad Experiences. It will help sales teams the way Waze helps drivers, converting static marketing materials into an immersive, interactive, branded experience for clients and prospects.

“Showpad Experiences is going to change how sales teams have conversations with clients and prospects,” said Pieterjan Bouten, CEO of Showpad. “The acquisition of Hickup furthers our dominant position in this exciting market.”