Optimizely to Acquire Welcome, a Marketing Orchestration Platform

Optimizely Welcome

Source: Optimizely

Optimizely recently announced that it has entered into a definitive agreement to acquire Welcome, a marketing orchestration platform that combines the capabilities of a content marketing platform (CMP), marketing resource management (MRM), and digital asset management (DAM). The two companies will help marketing teams develop better customer experiences worldwide and drive more business value.

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Optimizely provides companies in media, retail, travel, high-tech, and financial services with an open, extensive digital experience platform to help users create and optimize a digital journey for customers. Its product suite includes content creation, commerce, and data intelligence solutions. The company has over nine hundred partners and offers an app marketplace where users can find apps and integrations to expand their Optimizely solutions.

Once the acquisition is finalized, Welcome’s capabilities will combine with Optimizely’s suite of commerce and content management solutions to empower marketers to plan, develop, deliver, and manage omnichannel marketing campaigns and content marketing strategies from a single, end-to-end platform. Marketers will also be able to use these companies’ combined capabilities to accelerate their marketing lifecycles, gain more control over their content management efforts, leverage customer data insights, utilize data-driven AI tools, and more.

Alex Atzberger, the CEO of Optimizely, made the following statement to accompany the press release announcing the news: “We believe a world-class customer experience starts with an outstanding marketer experience. 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.”

Learn more about Optimizely.


William Jepma