Optimizely to Acquire Marketing Orchestration Platform Welcome

Optimizely will advance its digital experience leadership, empowering marketers to plan, create, deliver and optimise campaigns in 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.

Welcome 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.

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 personalised, 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.

Welcome’s capabilities combined with Optimizely’s solutions for commerce and content management means marketers can now:

Accelerate the end-to-end marketing lifecycle from concept to execution.
Gain unprecedented control and transparency to manage content.
Grow revenue by scaling the adoption of best-in-class optimisation.

“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,” she continued.

Welcome works with large brands across the globe to help transform how they run marketing.

So, the addition of Welcome further solidifies Optimizely’s mission to empower digital teams to unlock their digital potential.

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Alex Atzberger Content marketing platform Digital Asset Management DXP Kristin Fallon metaverse Optimizely welcome