Leading digital experience platform (DXP) provider, Optimizely, has announced that it has entered into a definitive agreement in order to acquire Welcome, a four-time Gartner Leader.
This partnership brings the best capabilities of content marketing platforms (CMP), marketing resource management (MRM), and digital asset management (DAM) together in a single solution.
They will empower marketing teams globally to gain real value through better customer experiences.
Optimizely to drive customer experiences
In today’s digital-first landscape, the internal marketer experience is what ultimately drives the external customer experience. Marketers, in an increasingly hybrid work environment, are responsible for growing the business and responding fast to the ever-changing needs of the increasingly digital consumer.
“The complexity and fragmentation of the marketing stack compromises delivery of personalised, contextual experiences and creating relevant content at scale. We believe a world-class customer experience starts with an outstanding marketer experience,” said Alex Atzberger, CEO of Optimizely.
“By combining Welcome’s campaign planning, content production, and asset management capabilities with Optimizely’s existing breadth of digital experience solutions, we empower marketers to rapidly launch campaigns and control the optimisation of every digital touchpoint which results in growth.”
Welcome’s capabilities will be combined with Optimizely’s solutions for commerce and content management plus its powerful tools for experimentation, personalisation and recommendations.
Optimizely offers benefits to marketers
Accelerate the end-to-end marketing lifecycle from concept to execution
Planning, creating and collaborating on campaigns with the ability to publish the right content to the right audience in minutes.
Gain unprecedented control and transparency to manage content
Controlling delivery of content to the right audience without the support of IT or development, leveraging customer data insights and existing digital assets.
Grow revenue by scaling adoption of best-in-class optimisation
Leveraging sophisticated data-driven AI tools such as A/B testing and content recommendations across all marketing processes from content creation to campaign launch – with the ability to then easily share results across the organisation.
Comments on Optimizely acquiring Welcome
Kristin Fallon, the Vice President of Global Brand & Digital Marketing of GE Healthcare offered applause.
“As a marketing leader familiar with both platforms, the combination makes perfect sense. We’ve long desired for a digital collaboration space that enables data-driven content creation and distribution.”
“Integrating experimentation and optimisation into content lifecycle management via a single workflow will make us better marketers, creating a real impact on business growth,” said Kristin Fallon.
Shafqat Islam, the Chief Executive Officer and Co-Founder of Welcome expressed excitement.
“We could not be more excited to be joining the Optimizely family. We’ve made it our mission to transform the way marketers work, by delivering a purpose-built solution to orchestrate all of marketing.”
“With Optimizely, we believe in unifying two industry leading solutions to see the mission through.”
Optimizely to harness the Welcome platform
Welcome effectively works with large international brands across the globe, for example Panasonic, Sodexo and Pure Storage to facilitate them in transforming how they run their marketing.
Following Optimizely’s acquisition of customer data platform Zaius earlier this year, the addition of Welcome further solidifies Optimizely’s mission to empower digital teams to unlock their digital potential.
Optimizely is a privately held portfolio company of Insight Partners, a strategic advisor and sponsor.
Subject to customary closing conditions and attainment of regulatory clearances, the acquisition is expected to close in Q4 of 2021 and the companies will continue to operate independently with Welcome’s core marketing orchestration and asset management capabilities operating standalone.
Over time, Welcome will be effectively and seamlessly integrated with Optimizely’s existing software solutions stack to create a complete end-to-end portfolio to manage the full content lifecycle.
