Optimizely to Acquire Welcome to Help Marketers Drive Customer Experience Outcomes

With Welcome, Optimizely will advance its digital experience leadership, empowering marketers to plan, create, deliver and optimize campaigns and content through a single, end-to-end solution

Today, leading digital experience platform (DXP) provider, Optimizely, announced it has entered into a definitive agreement to acquire Welcome, a four-time Gartner Leader that brings the best capabilities of content marketing platforms (CMP), marketing resource management (MRM) and digital asset management (DAM) together in a single solution. The combined company will empower marketing teams at brands across the globe to drive real business value through better customer experiences.

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“As a marketing leader familiar with both platforms, the combination makes perfect sense”

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. Yet, the complexity and fragmentation of the marketing stack compromises their ability to deliver personalized, contextual experiences and create 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 optimization of every digital touchpoint which results in growth for the business.”

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Welcome’s capabilities combined with Optimizely’s solutions for commerce and content management – as well as its powerful tools for experimentation, personalization and recommendations – means marketers can now:

  • 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 optimization: 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 organization.

“As a marketing leader familiar with both platforms, the combination makes perfect sense,” said Kristin Fallon, VP of Global Brand & Digital Marketing of GE Healthcare. “We’ve long dreamed for our own ‘metaverse’ — a digital collaboration space that enables data-driven content creation and distribution. Integrating experimentation and optimization into content lifecycle management via a single workflow will make us better marketers, creating a real impact on business growth.”​

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