Optimizely announces Welcome acquisition

Welcome's content capabilities will eventually merge with Optimizely's DXP.

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Digital experience platform Optimizely is set to acquire content marketing-focused company Welcome. Adding content capabilities to the DXP will aim to provide marketers with a better one-stop shop, in a digital ecosphere where customer experience is fragmented and requires scalable content production.

Welcome was created when Industry Dive acquired Newscred’s content services in October 2020, the remaining marketing management capabilities were rebranded.

Within the Welcome platform, marketers get the capabilities of a content marketing platform (CMP), marketing resource management (MRM) and digital asset management (DAM). Welcome’s global clients include Panasonic, Sodexo and Pure Storage.

The deal is scheduled to close in 4Q, with Welcome’s marketing orchestration and asset management capabilities operating as stand-alones. After that, Welcome will be further integrated into Optimizely’s stack.

Earlier this year, Optimizely acquired Zaius, a CDP. With customer data all in one place, individual experiences can be more seamless, and now the content can be personalized. It can also be tested and optimized using AI tools in the Optimizely DXP.

Why we care. Marketers looking at all the CDPs on the market have to wonder: once we get all the customer data together, what will we do with it? Acquisitions like the ones that Optimizely has undertaken fill out the marketers toolbox. The answer is in digital experience and rapid campaign orchestration.

About the author

Chris Wood
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country's first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on "innovation theater" at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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