Articles

personalization Article

<hr /> Ah… personalization. Like it or not, it’s still the Holy Grail. And we’re still in search of its full potential. While the promise of scalable personalization remains a bit elusive for many companies (there are a bevy of reasons for this), CMS and DXP platforms have discovered some finely cut diamonds in the rough – making it much more attainable. Some of that success can be credited to the force-multiplying effects of <a target="_blank" href="https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-generative-ai">generative AI</a> on things like variant testing. But it’s also due to having more of the right tooling, analytics, and best practices in place to shepherd the journey. The impact of AI can't be understated. At some point, it seems entirely feasible that we'll arrive at completely autonomous hyper-personalization, so every customer has a fully curated experience without batting an eyelash. For now, we’ll settle for the incremental gains – and how a new breed of innovative tools is helping marketers achieve success with their personalization efforts. Case in point: <a target="_blank" href="https://cmscritic.com/products/umbraco">Umbraco</a>, an open-source .NET <a target="_blank" href="https://cmscritic.com/what-is-a-content-management-system-cms">content management system</a> provider, recently announced the general availability of <a target="_blank" href="https://umbraco.com/products/add-ons/engage/">Umbraco Engage</a>. Born three months after the company’s acquisition of the Dutch-based <a target="_blank" href="https://www.umarketingsuite.com/">uMarketingSuite</a>, Engage is a new add-on for Umbraco CMS that instantly provides organizations with meaningful analytics around visitor interactions with web content.At its core, Umbraco Engage enables marketers to take a “learn, adapt, convert” approach to personalizing their digital experiences and optimizing content to boost conversion rates and improve ROI across their digital platforms. It has the potential to help businesses create dynamic digital content that’s continuously informed by real customer interactions. Engage is packed with power in all the right channels. It provides server-side analytics and customer 360° profiling to surface deep insights, stats, and heatmaps on critical metrics like pageviews. It also provides real-time A/B testing, enabling teams to adapt content to the needs of diverse audience segments. Having this layer of intelligence right at your fingertips will undoubtedly give marketers quick and relevant data around content engagement, allowing them to optimize more fluidly.“Engage provides businesses with intuitive tools, all within their familiar CMS platform, and we’re thrilled to now offer this powerful set of content optimization tools as a first-party solution,” said <a target="_blank" href="https://www.linkedin.com/in/mats-persson-296a66/">Mats Persson</a>, CEO at Umbraco. “This launch brings immediate value for our partners and end-clients, empowering them to meet the growing demand for tailored digital experiences. Personalization and content optimization, that work in practice, are now essential for driving conversion rates and ROI – a trend we’re excited to support with Umbraco Engage.”<h3 id="powering-personalization-for-marketing-teams">Powering personalization for marketing teams</h3>The benefits of personalization – and its impact on customer experience – are ubiquitously evident, and there's ample research to support a brand's investment in personalization technologies and strategies. A <a target="_blank" href="https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying">McKinsey &amp; Company study</a> found that 76% of consumers were more likely to purchase from brands that personalize their experiences, and 78% were more likely to refer friends and family to those brands. Beyond the tangible effects on purchase conversion, personalization can also improve other business and financial dimensions for brands. In fact, the same study found that personalization can reduce customer acquisition costs by up to 50%, lift revenues from 5% to 15%, and increase marketing ROI by 10% to 30%. McKinsey also reported that digitally native direct-to-consumer brands – ones that own the customer transaction and put first-party data at the heart of their marketing decision-making – derived approximately 25% of their revenue from personalization. Not too shabby. Umbraco is clearly driving more focus and attention around personalization based on the company’s innovation roadmap. As noted, the launch follows the announcement of Umbraco’s acquisition of uMarketingSuite, a content personalization tool that has become popular in key industries like financial services, healthcare, and the public sector, where privacy regulations restrict the use of third-party data. Existing uMarketingSuite customers will continue to benefit from the product's A/B testing, 360° profiling, analytics, and content personalization. Because Engage is now part of Umbraco, organizations also have the confidence and reassurance that ongoing product development and support will be delivered by a larger team at Umbraco HQ.According to <a target="_blank" href="https://www.linkedin.com/in/hemraker/">Rune Strand</a>, Umbraco’s Product Communications Manager, marketing teams can immediately gain value from these new content personalization and optimization tools within its CMS.“As soon as Engage is installed on existing or new sites, marketing teams can instantly see how well web content is performing,” he said. “Pageview analytics and statistics are all at their fingertips within the Umbraco CMS interface. Being able to see heat maps that show precisely how users interact with your site can be game-changing for identifying which content is working well and which needs to be retired, refreshed, or personalized.”<h3 id="out-of-the-box-insights">Out-of-the-box insights</h3>Umbraco has scored a win by making this level of data more accessible to marketing professionals, content editors, and CRO specialists. With the add-on, users can gain actionable insights based on interactions with existing content and more effectively personalize and optimize information for new and returning website visitors and customers.Additionally, teams will be able to make data-informed decisions and take swift marketing actions within the Umbraco editing environment. They can proactively improve content performance using the tool’s real-time A/B content variant testing to improve digital experiences and boost conversion with more relevant, custom-tailored content. <figure class="image image-style-align-center image_resized" style="width:85.09%"><img src="https://cmscritic.com/ms-content/uploads/2024/11/umbraco-engage-screenshots.png" alt="" /></figure>Umbraco Engage provides clear analytics and performance metrics “People who create web content should be able to see how well it performs and make necessary tweaks, all within the CMS,” said <a target="_blank" href="https://www.linkedin.com/in/leondewildt/">Leon de Wildt</a>, the Commercial Product Manager for Umbraco Engage and the founder of uMarketingSuite. “Umbraco Engage is designed to help organizations tailor digital experiences in response to their own interaction data. Using the in-app reports, marketing teams can make changes that measurably improve engagement. Businesses can use Umbraco Engage to continuously improve the digital experience and boost conversion rates, whether that means more people filling out a form, buying a product, engaging with content or signing up for a webinar.”Umbraco is also addressing regulatory and data privacy considerations – something the company has long been a fierce proponent of. With Engage, marketers will be able to use server-side analytics and first-party data to satisfy compliance with data and privacy laws while accessing the platform's benefits.Umbraco Engage works out-of-the-box with other platform add-ons like <a target="_blank" href="https://umbraco.com/products/add-ons/forms/">Umbraco Forms</a> and <a target="_blank" href="https://umbraco.com/products/add-ons/commerce/">Umbraco Commerce</a>. For example, integrating Umbraco Commerce and Umbraco Engage enables digital marketers to view order history on the visitor profile level. This can help power eCommerce sites that recognize returning customers, serve personalized product information, and interact immediately with abandoned shopping carts to help boost sales. Umbraco Engage is available now, and Umbraco digital agency partners can access discounts, exclusive webinars, and free demo licenses based on their partnership agreements. If you’re a uMarketingSuite customer, there’s also a path for upgrading to Engage by February 24th, 2025. <a target="_blank" href="https://umbraco.com/products/add-ons/engage/">You can learn more about Umbraco Engage here</a>. <h3 id="why-it-matters">Why it matters</h3>Umbraco continues to drive a unique position as an open-source .NET content management system. With a fervent community of over 220,000 active members worldwide, they’re benefitting from a wide bench of innovation as more contributors participate in advancing the CMS and its capabilities.Personalization remains a challenge for all parties, from vendors to customers. It’s no longer the “undiscovered country,” but it needs to be defined around a brand’s specific goals. Further, there are many challenges associated with executing and maintaining a successful strategy. Having access to the right tooling – specifically around analytics and insights – can help provide a solid foundation for marketers and deliver better outcomes. AI will further disrupt the landscape, but Umbraco has a distinct advantage with a proven and “friendly” brand that will be key to cementing loyalty. By all accounts, the uMarketingSuite acquisition was a smart move as it looks to expand features, remain in competitive parity, and drive greater agility for marketing teams. UX is also pivotal. Having meaningful data closer to the CMS – and integrated within the editing workflow – will enable users with more control and faster decision-making, which could ultimately improve conversions and grow the bottom line.And that’s the real Holy Grail. <hr /><h4 style="text-align:center" id="looking-for-guidance-on-umbraco?--talk-to-us.-">Looking for guidance on Umbraco?  <a target="_blank" href="https://cmscritic.com/contact">Talk to us. </a></h4><hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:29.58%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-kickoff-2025-logo.png" /><h4 id="cms-kickoff-2025"><a href=" https://www.boye-co.com/conferences/cmskickoff25">CMS Kickoff 2025</a></h4>January 14-15, 2025 – Tampa Bay Area, FloridaJoin us next January in the Tampa Bay area of Florida for the third annual CMS Kickoff – the industry's premier global event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff25/tickets">so secure your tickets today.</a> <img style="width:30.46%" src="https://cmscritic.com/ms-content/uploads/2024/11/cms-summit-25.png" alt="" /><h4 id="cms-summit-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">CMS Summit 25</a></h4>May 13-14, 2025 – Frankfurt, GermanyDon't miss the first European edition of our prestigious international conference dedicated to the global content management community! CMS Summit 25 will bring together top-notch speakers, our renowned learning format, and engaging social events. Hear from leading practitioners like Deutsche Bahn, Dr. Oetker, and more – and join customers, agencies, and CMS vendors as we discuss current trends and what's ahead for the content and digital experience fields. Connect and network at the only vendor-neutral, in-person conference focused on CMS. Space is limited for this exclusive event, <a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">so book your seats today.</a>

Umbraco Engage Enhances Digital Personalization to Drive Higher Conversion Rates

matt-garrepy

<hr /> They say seeing is believing. And what I’ve seen in 2024 has made this “The Year of Visual Builders and Editors.”Hold your applause. I think the marketers in the room are fainting. But it's true. Going back a bit, we’ve seen the slow and steady march of tools that stitch together the missing visual threads for headless CMSes. The pace has picked up over the last 12 months. I won't debate the vicissitudes of “racing to the middle.” It's been conjured quite enough, thank you. Suffice it to say that headless platforms would inevitably introduce their own visual solutions to balance out the benefits. And why not? It allows them to deliver a more complete and connected experience that's closer to the source. In other words, it’s a good thing. Behind it, of course, is the unintended consequence of rapid innovation. It’s sad that our gushing, omnichannel exuberance for all things decoupled left “the marketing folk” in the dark. They were, after all, kind of essential to the whole content thing.But hey, that’s the beauty of modern technology, right? Even if you rush like Reid Hoffman, it’s never too late to update your product.I’ll hand it to <a target="_blank" href="https://cmscritic.com/products/contentstack">Contentstack</a> for pushing the boulder uphill earlier in the journey. They’re always striving to lead, and the company’s drive to position itself as a “Composable DXP” was a progressive move – one that reflects a deep focus on translating the voice of its customers. I think it’s paying off in dividends, providing a decisive edge as they introduce more features that up the ante for modern enterprises. Now, the company is further mending the marketing fences with the launch of native drag-and-drop visual capabilities in its composable CMS environment. Contentstack’s <a target="_blank" href="https://www.contentstack.com/platforms/visual-building">new Visual Builder</a> is an experience-crafting toolset, combining the benefits of its industry-leading headless CMS with a powerful slate of visual capabilities. Purpose-built for marketers, Visual Builder accelerates workflows, enabling creators to actually see their work – both present and future – in a headless environment. The announcement was made today at <a target="_blank" href="https://www.contentstack.com/contentcon-europe">ContentCon Europe in London</a>, which featured speakers from noteworthy brands like Paula's Choice, LADbible, Miele, and more.To be sure, other platforms across the headless and DXP spectrum are introducing an array of in-app builders and editors. As I said, this year has seen a flurried buzz of announcements surrounding this manner of tooling, which has recently reached a fevered pitch. But Contentstack’s visual tools are just the tip of its proverbial iceberg. Along with its <a target="_blank" href="https://cmscritic.com/what-is-a-content-management-system-cms">headless CMS</a> features, its new Visual Builder is augmented by brand-aware generative AI, personalization, and automation features that truly unlock the value for marketers. "I love that we're overcoming an obstacle for our customers,” said <a target="_blank" href="https://www.linkedin.com/in/nehasampat/">Neha Sampat</a>, founder and CEO of Contentstack. “But what I love even more is how this capability combines with personalization, automation, and GenAI to be true to our North Star: The world's best digital experiences run on Contentstack.”The new visual tools also promise a better authoring experience for users, giving them unmatched clarity around content creation while simplifying and accelerating each step of the process. Marketers stand to gain greater control and flexibility, armed with the ability to see, edit, and manage content with greater ease and accuracy. “We're not focused on one-and-done capabilities,” Sampat explained. “Instead, we work relentlessly toward complete solutions that allow brands – and the marketers and developers within them – to rise above the noise."<h3 id="natively-visualizing-the-possibilities">Natively visualizing the possibilities</h3>As more organizations embrace headless CMS and roll towards composable, the need for business users to visualize their work has increased. The emphasis on backend experience creation has been mired in a swell of complicated planning and trial-and-error processes, all of which impacted the marketer mindset around headless. Contentstack's new Visual Builder aims to solve this problem, offering a complete set of tools for users to create and see their work in real time across any persona. It’s also keenly focused on delivering flexibility and simplicity through a range of features. Perhaps most notable are the drag-and-drop blocks, enabling users to seamlessly create layouts by adding or rearranging predefined content blocks on a page – all without the need for developer support or resources. This can include things like content cards and other components, providing an on-brand, customizable experience that keeps design and brand elements inside the guardrails. <figure class="image image-style-align-center image_resized" style="width:69.76%"><img src="https://cmscritic.com/ms-content/uploads/2024/09/contentstack-dragdropblocks.png" alt="" /></figure>Contentstack's drag-and-drop builder featuring card components The new toolset also offers live and in-line editing capabilities, allowing content creators to make quick edits directly to a page with role-aware permissions for control and accuracy. The contextual UI highlights editable areas like headers and text areas, allowing users to swap images, update copy, and make other changes without breaking format. This is something that traditional web CMSes have offered and has been missing from the headless mix.There’s also a trick timeline feature that provides a chronological view of your content, allowing you to compare versions side by side, collaborate around reviews, and improve the publishing workflow. Audience preview is another key benefit. It enables marketers to see content in real time to know exactly how it will appear in different campaigns or targeted activities. When combined with Contentstack’s Personalize capabilities, it allows marketers to see how content will appear based on customer behavior, experiment results, and other details. <figure class="image image-style-align-center image_resized" style="width:76.94%"><img src="https://cmscritic.com/ms-content/uploads/2024/09/contentstack-audience-segments-2.png" alt="" /></figure>Contentstack's audience preview provides rich controls and personalization capabilities All of the new Visual Builder’s features are deployed on a foundation of strong governance, ensuring that team members have the right level of access and administrators have control over their teams with role-based permissions. <h3 id="powering-experiences-with-ai,-personalization,-and-composability">Powering experiences with AI, personalization, and composability</h3>Today’s announcement at ContentCon London amplifies Contentstack's previous introduction of premium capabilities, all designed to help customers reimagine personalization at scale. This includes the aforementioned <a target="_blank" href="https://www.contentstack.com/platforms/personalize">Contentstack Personalize</a>, which infuses a segmentation and testing engine directly into its CMS to address fragmented content production.On the AI front, Contentstack has already been blazing trails across its digital ecosystem. With its exclusive <a target="_blank" href="https://www.contentstack.com/docs/content-managers/brand-kit/about-brand-kit">Brand Kit capabilities</a>, the company is solving the conundrum around vanilla AI-generated content by making it brand-aware and hyper-relevant to organizations. <a target="_blank" href="https://www.contentstack.com/platforms/automate">Contentstack Automate</a> is another piece of the pie, thwarting the challenges of operationalizing and repeating large volumes of personalized content with greater efficiency. And then there’s the force multiplier of composability throughout the system. With Contentstack, marketers can pull content not just from their CMS, but from other sources like a DAM or PIM to power their experiences at scale. This is reinforced by the platform's MACH-centricity, which enables greater flexibility with open and scalable architectures that allow marketers, developers, and organizations to assemble the right stack for their needs and connect data from almost anywhere. Underscoring all of this innovation is Contentstack’s "no fail" promise to customers. This includes its unique <a target="_blank" href="https://www.contentstack.com/academy/content/ai-accelerator">AI Accelerator program</a>, designed to guide customers from zero to fully deployed with AI in 45 days or less. Contentstack Academy is also part of the knowledge investment, arming business and technical users with the skills and resources they need to build superior content organizations.<h3 id="why-it-matters-">Why it matters </h3>When I last <a target="_blank" href="https://cmscritic.com/contentstack-fires-up-brand-relevant-ai-powered-personalization-at-contentcon-2024">spoke with Neha Sampat and Conor Egan</a>, Contentstack’s VP of Product, they were prepping for ContentCon 2024 in Austin. In addition to the local lure of the event’s destination (also the company’s home base), we discussed their collective vision for AI-powered personalization, and how companies are prioritizing it amidst a brand relevancy crisis.Also stymieing that crisis: a lack of control for marketers to be more proactive and reactive. Despite the many developer-centric benefits of a headless CMS, these talented practitioners need the agility and nimble resources of robust visual building tools to realize their ideas and accelerate time-to-market – and ultimately attain the benefits of what Neha calls “Personalization Reimagined.” I’m not trying to demonize the developer here. Quite the opposite. While adding a visual builder to its feature set serves the marketer’s goals, the real gamechanger is the harmonization of capabilities for both developers and marketers alike – enabling them to collaborate around reusable components that set creators free with a visual drag-and-drop feature that is simple, elegant, and incredibly fast to use.  "Now marketers can build and see what they're doing, which will help them achieve the Holy Grail of personalized digital experiences at scale, faster," said Egan. “But this isn't just a story about enabling marketers. The headless world rests on the shoulders of the modern developer and we've assembled the best tools and learning paths to make that happen.”Now, we’re finally seeing in a headless world – and Contentstack is opening our eyes to what’s possible.   <hr /> <img style="width:29.58%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-kickoff-2025-logo.png" /><h4 id="cms-kickoff-2025"><a href=" https://www.boye-co.com/conferences/cmskickoff25">CMS Kickoff 2025</a></h4>January 14-15, 2025 – Tampa Bay Area, FloridaJoin us next January in the Tampa Bay area of Florida for the third annual CMS Kickoff – the industry's premier global event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff25/tickets">so secure your tickets today.</a>

Seeing in a Headless World: Contentstack Introduces New Visual Building Capabilities for Marketers

Contentstack Fires Up Brand-Relevant, AI-Powered Personalization at ContentCon 2024

<hr />Andrew Kumar is the GVP, Customer Solutions &amp; Tech Ecosystem at <a target="_blank" href="https://cmscritic.com/products/uniform">Uniform</a>, and a CMS Critic Contributor. Effective content management is crucial for businesses to stay competitive and engage with their audience in today's digital landscape. As technology evolves, so do the processes and methods for managing and creating content. The shift to composable architectures has disrupted the more traditional model for content management, providing opportunities to accelerate time to market and tap omnichannel capabilities. One emerging trend is the concept of a <a target="_blank" href="https://www.uniform.dev/visual-workspace">visual workspace</a>, which is revolutionizing how teams collaborate to build websites and apps.  <figure class="image image-style-align-center image_resized" style="width:79.94%"><img src="https://images.storychief.com/account_4678/image_ac69077b90c17d4e6f80a06e9ced0a93_2000.png" /></figure> In this article, we'll explore the future of <a target="_blank" href="https://cmscritic.com/what-is-a-content-management-system-cms">content management</a> through the lens of 8 key predictions, focusing on how visual workspaces are shaping this landscape. <h3 id="prediction-1:-“all-hands-on-deck”-when-building-websites-and-apps">Prediction 1: “All hands on deck” when building websites and apps</h3>Traditionally, website development and content creation have been siloed tasks performed by developers or marketers. This is nothing new; collaboration has seldom been a main staple of the developer/marketer workflow, which has been <a target="_blank" href="https://contentmarketinginstitute.com/articles/enterprise-marketers-challenges-opportunities-research">described as “broken”</a> for the last two decades.However, in the future of content management, there will be a conscious shift towards a more collaborative approach. A broad spectrum of digitally-savvy team members will be involved in the process, democratizing who can build, deploy, and launch with confidence. This “new way” is more inclusive, allowing diverse perspectives and expertise to come together, resulting in more innovative and user-centric experiences.<h3 id="prediction-2:-platforms-must-coexist">Prediction 2: Platforms must coexist</h3>With the increasing complexity of digital experiences, it's unrealistic to expect a single platform to fulfill all of your requirements. In fact, according to the <a target="_blank" href="https://contentmarketinginstitute.com/articles/enterprise-marketers-challenges-opportunities-research">Content Marketing Institute</a>, less than 25% of marketers believe they have the right tools to succeed. In the future, platforms will need to adapt and learn to coexist. To that end, we can expect to see a combination of consolidation and modularization. Different platforms will be used for specific tasks based on their strengths, allowing organizations to leverage the right tool for each job. This approach promotes flexibility and adaptability as businesses can easily integrate new technologies or features without being tied down by a monolithic system. <h3 id="prediction-3:-experience-modeling-will-rise-in-importance">Prediction 3: Experience modeling will rise in importance</h3>While content modeling has long been a cornerstone of effective content management, experience modeling will gain prominence. Unlike content modeling, experience modeling creates clear divisions and boundaries within digital experiences while enabling seamless reusability across multiple channels. Dedicated tools for experience modeling will emerge, providing organizations with better control over their customer journeys and enabling them to deliver consistent experiences across multiple touchpoints.  <figure class="image image-style-align-center image_resized" style="width:81.33%"><img src="https://images.storychief.com/account_4678/image_b5a7c1f942cb402be3dd60d09d468929_2000.png" /></figure><h3 id="prediction-4:-brands-will-start-with-the-customer-and-deprioritize-orchestration">Prediction 4: Brands will start with the customer and deprioritize orchestration</h3>Orchestration has certainly become an oft-used buzzword in the composable realm. But in the future, brands will shift to prioritizing customer-centricity over orchestration.Content graphs, which provide visibility and observability of existing content, will enable organizations to solve specific business problems. Orchestration, however, will take a backseat – as it does not directly improve customer experience or tackle customer problems. This shift in focus will allow businesses to allocate resources more effectively and achieve a higher return on investment.<h3 id="prediction-5:-no-more-“lift-and-shift,”-only-incremental-migration">Prediction 5: No more “lift and shift,” only incremental migration</h3>Ask any practitioner who has redesigned or migrated a website to a new CMS, and they will likely say the same thing: it's hard.Content migration has traditionally been a daunting task. However, in the future of content management, we can expect a more granular and piecemeal approach to content migration. Instead of “lifting and shifting” entire websites or applications, organizations will adopt an incremental migration strategy. This approach allows for faster and more efficient migration while minimizing disruption to ongoing operations.<h3 id="prediction-6:-more-accelerator-">Prediction 6: More accelerator "products" for integration and white-labelling</h3>Accelerators are pre-built technology solutions that provide a faster time to market. To mitigate the risks associated with current accelerators, the future of content management will see an increase in accelerator "products." These products offer pre-built integrations and white-label solutions that can be easily customized to meet specific business needs. By leveraging these accelerators, organizations can streamline their development process, reduce time-to-market, and ensure greater consistency across their digital experiences.<h3 id="prediction-7:-no-code-capabilities-for-integration-frameworks-will-continue-to-emerge">Prediction 7: No-code capabilities for integration frameworks will continue to emerge</h3>As headless and composable stacks gain traction in the industry, integration frameworks will play a crucial role in connecting various components seamlessly. In the future of content management, we can expect to see the rise of no-code integration frameworks. These frameworks allow non-technical users to build integrations between different systems without writing code. This democratization of integration capabilities will empower teams to quickly adapt and connect their preferred tools without relying on developers.<h3 id="prediction-8:-ai-quality-will-improve">Prediction 8: AI quality will improve</h3>Artificial Intelligence (AI) has already made significant advancements in various industries, and content management is no exception. In the future, we can expect AI to play a more prominent role in CMS platforms. Improved AI capabilities will enable personalized user experiences, enhanced search functionality, chatbots and virtual assistants, automation of repetitive tasks, dynamic pricing and offers, real-time language translation, accessibility enhancements, and much more. These advancements will revolutionize how businesses engage with their audience and deliver tailored experiences at scale.<h3 id="conclusion">Conclusion</h3>The future of content management is bright – and filled with exciting possibilities. At the center of it all are visual workspaces, which are reshaping how teams build digital experiences by fostering inclusivity and collaboration. With the predicted trends discussed in this article, organizations can prepare themselves for the evolving landscape of content management and stay ahead of the curve. By embracing these changes and leveraging emerging technologies like AI and integration frameworks, businesses can create compelling experiences that resonate with their audience while streamlining their workflows.Continue the conversation with Andrew Kumar in the <a target="_blank" href="https://www.boye-co.com/groups/cms-experts">Boye &amp; Co CMS Experts Community</a> <hr /><h3 id="upcoming-conferences">Upcoming conferences</h3> <img style="width:29.67%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-connect-2024-logo.png" alt="CMS Connect 24 logo" /><h4 id="cms-connect-24"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect24">CMS Connect 24</a></h4>August 6-7, 2024 – Montreal, CanadaWe are delighted to present our first annual summer edition of our prestigious international conference dedicated to the global content management community. Join us this August in Montreal, Canada, for a vendor-neutral conference focused on CMS. Tired of impersonal and overwhelming gatherings? Picture this event as a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. <img style="width:29.58%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-kickoff-2025-logo.png" /><h4 id="cms-kickoff-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff25/tickets">CMS Kickoff 25</a></h4>January 14-15, 2025 – Tampa Bay Area, FloridaJoin us next January in the Tampa Bay area of Florida for the third annual CMS Kickoff – the industry's premier global event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, so secure your tickets today.

Visual Workspace and the Future of Content Management

andrew

Last week, Portland-headquartered <a href="https://www.sheerid.com/shoppers/" target="_blank">SheerID</a> announced a new partnership with composable commerce vendor <a href="https://commercetools.com/" target="_blank">commercetools</a>. The goal: help merchants create better personalization and more relevant offers and promotions for consumers based on identified customer segmentation.
“Our partnership with SheerID further demonstrates our commitment to providing our merchants with access to market-leading technologies,” said <a href="https://www.linkedin.com/in/kellygoetsch/" target="_blank">Kelly Goetsch</a>, chief strategy officer at commercetools. “We look forward to working together to help merchants sell more, grow faster, and create meaningful connections that build customer engagement and loyalty.”
<h2>SheerID gets personal</h2>
SheerID operates what it calls a “digital verification engine.” With more than 20,000 authoritative data sources, the system helps to instantly verify eligible customers for offers they qualify for.
With brands like <a href="https://www.cmscritic.com/andy-jassy-amazons-new-ceo-signals-bold-future-for-loud-and-digital-experiences/">Amazon</a>, Spotify, and T-Mobile already on the verification platform, SheerID boasts their customers have received three times the conversion of their typical campaigns when utilizing the verification platform.
“Our strategic partnership with commercetools enables the company’s merchants to access our audience verification service, driving significant business outcomes,” said <a href="https://www.linkedin.com/in/jakeweatherly/" target="_blank">Jake Weatherly</a>, chief executive officer at SheerID. “Providing offers to valuable consumer communities like students, teachers, and healthcare professionals is a proven strategy to drive immediate sales. In the cookieless future, online merchants increasingly rely on privacy-compliant, zero-party data marketing solutions like this to drive consumer acquisition, retention, and loyalty.”
<h2>Heading headless with commercetools</h2>
The partnership with commercetools – a <a href="https://www.cmscritic.com/top-headless-commerce-platforms/">leading headless commerce platform</a> and member of the <a href="https://machalliance.org/" target="_blank">MACH Alliance</a> – was a natural fit for SheerID to improve customer segmentation. More integrations like SheerID and commercetools could be likely in the future as companies embrace the headless commerce structure, allowing for greater flexibility and more software offerings.
“The integration was conceived with MACH principles in mind,” said <a href="https://www.linkedin.com/in/andyvanags/" target="_blank">Andy Vanags</a>, global director of retail technologies and marketplace partnerships at SheerID. “Companies will be able to flexibly set up SheerID with their existing frontend e-commerce systems and DXP, CDP, and marketing automation systems. With our supporting documentation and sample open-source code, a merchant's developer or system integrator can easily leverage the verified customer data to create custom promotions, feed the loyalty system and/or personalize the site experience. Companies are only limited by their imagination!”
<h2>About commercetools</h2>
The inventor of headless commerce, <a href="https://commercetools.com/?utm_source=press_release&amp;utm_medium=announcement&amp;utm_campaign=publicis" target="_blank">commercetools</a> is an innovative technology disruptor that has established itself as an industry-leading eCommerce software provider. Today, some of the world’s most iconic brands and growth-focused businesses trust commercetools’ powerful, flexible, scalable solutions to support their ever-evolving digital commerce needs. As the visionaries leading the modern MACH (Microservices-based, API-first, Cloud-native and Headless) architecture movement, commercetools provides customers with the agility to innovate and iterate on the fly, merge on and off-line channels, drive higher revenue, and future-proof their eCommerce business.
<h2>About SheerID</h2>
SheerID is the global leader in identity marketing. With SheerID, brands identify and acquire customers from highly valued consumer communities — such as the military, students, teachers, first responders, and more — with personalized offers, gated by instant verification from the largest set of authoritative data worldwide. SheerID verifies over 2.5 billion people via 20,000 authoritative data sources; provides global insights from hundreds of the world’s leading brands, and never shares or sells customer data. As a result, the world’s biggest brands — including Amazon, Home Depot, Spotify, and T-Mobile — rely on SheerID as their identity marketing partner. Founded in 2011, SheerID is backed by Fortson VC, Brighton Park Capital, Centana Growth Partners, Voyager Capital, and CVC Growth Partners. For more information, please visit <a href="https://www.sheerid.com/business/" target="_blank">SheerID</a> or follow us on <a href="https://twitter.com/SheerID" target="_blank">Twitter</a>, <a href="https://www.linkedin.com/company/sheerid/about/" target="_blank">LinkedIn</a>, and <a href="https://www.facebook.com/SheerIDdotcom" target="_blank">Facebook</a>.

SheerID and commercetools Form Partnership to Provide More Personalization and Better Offers for Consumers

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Talk about a sonic "bloom."
<a href="https://www.cmscritic.com/top-headless-commerce-platforms/" target="_blank">Bloomreach</a>, a leading content and search platform focused on commerce, just made some big noise by <a href="https://www.bloomreach.com/en/news/2022/bloomreach-valuation-soars-to-usd2.2-billion-following-usd175-million-investment-led-by-goldman-sachs-asset-management" target="_blank">announcing</a> a $175 million round of funding, skyrocketing the company's valuation to a whopping $2.2 billion. 
The investment – which follows a massive <a href="https://techcrunch.com/2021/01/26/bloomreach-raises-150m-on-900m-valuation-and-acquires-exponea/" target="_blank">$150 million funding round</a> in January 2021 – was led by Goldman Sachs Asset Management ("Goldman Saalamogordochs"), with participation from existing Bloomreach investors Bain Capital Ventures and Sixth Street Growth. 
The size of these two infusions demonstrates some serious confidence from the street. With heavy-hitters like Goldman Sachs piling on the cash, it's clear that investors see continued opportunities in digital commerce transformation, particularly at the enterprise level. Bloomreach has made a series of smart investments along the way, giving them the heft to challenge one of the biggest e-commerce brands on the planet.
<h2>Arming brands against Amazon with personalized e-commerce</h2>
When it comes to e-commerce – or any commerce for that matter – it's impossible to ignore "The Amazon Effect." 
In the 25 years since Jeff Bezos launched Amazon.com from a garage in suburban Seattle, it has grown to become the top e-commerce platform in the world. Each month, <a href="https://www.bigcommerce.com/blog/amazon-statistics/#10-fascinating-amazon-statistics-sellers-need-to-know-in-2020" target="_blank">more than 197 million people</a> around the globe visit Amazon.com. That's more than the entire population of Russia.
Worldwide e-commerce sales <a href="https://www.emarketer.com/content/worldwide-ecommerce-continues-double-digit-growth-following-pandemic-push-online" target="_blank">are expected</a> to reach $7.4 trillion by 2025. According to <a href="https://www.ibm.com/industries/retail" target="_blank">IBM's U.S. Retail Index</a> data, COVID-19 has accelerated retail trends by nearly five years. E-commerce sales <a href="https://www.statista.com/topics/871/online-shopping/" target="_blank">were skyrocketing</a> before the pandemic, and Amazon was already monopolizing most of the air in the digital room. As contactless delivery became essential during COVID lockdowns, Amazon moved into its pole position as the uncontested leader in digital customer experiences. 
<a href="https://www.mdm.com/news/operations/amazon-business-says-company-reached-25-billion-in-2020-sales/">Amazon's grasp over the e-commerce world</a> is viewed as an existential threat to many global brands. Even giants like Walmart, Apple, and Macy’s are struggling to compete with the digital heavyweight. But according to Bloomreach, brands now have a weapon to fight Amazon – giving retailers, distributors, and manufacturers a platform for delivering highly relevant and personalized digital experiences with speed and scalability.
<h2>Moving away from monolithic</h2>
According to Raj De Datta, CEO of Bloomreach, the key to competing is the move from monolithic e-commerce platforms to microservices-based architectures that empower not just the web, but all digital touchpoints. That way, enterprises can have more control over the customer experience by making it highly personalized and innovating quickly.
"It starts in the early days of the web, with Amazon and eBay, when e-commerce was in its infancy. Twenty years later, e-commerce is exactly where we would expect a 20-year-old to be — just getting started," said De Datta. "Indeed, at Bloomreach, we believe that if the first 20 years of e-commerce have been about standing up the store or simply transacting online, then the next twenty years are about standing out from the crowd, or differentiating in the face of increased digital competition and rising consumer expectation. "
<h2>Growing its Commerce Experience Cloud</h2>
Following its latest round of funding, Bloomreach plans to invest in the development of cutting-edge personalization use cases powered by its entire <a href="https://www.bloomreach.com/en" target="_blank">Commerce Experience Cloud</a>, showcasing the differentiated power of its combined product suite. In addition, Bloomreach will invest in expanding its go-to-market teams to accelerate business growth worldwide.
Currently, Bloomreach's DXP for Commerce helps keep customers engaged, increases revenue per visit, and drives customer loyalty. The company says that the solution integrates with leading commerce platforms to form a complete e-commerce solution. Bloomreach further enhances its commerce offerings with AI-powered search, intelligent merchandising, and highly agile content management, which are fast becoming essential tools for shaping modern e-commerce experiences. 
Additionally, <a href="https://www.bloomreach.com/en/products/bloomreach-experience" target="_blank">Bloomreach Experience (brX)</a> currently drives over $200 billion in digital commerce experiences across many of the world's largest online retailers, brands, distributors, and B2B manufacturers – representing 25% of retail e-commerce in the U.S. and U.K. With Bloomreach Experience, organizations can access rich features, all powered by an API-first headless architecture. This makes it easier for brands to connect Bloomreach with their existing commerce platform and frontend technologies and avoid many of the rigors of re-platforming everything.
In 2021, Bloomreach <a href="https://www.cmscritic.com/bloomreach-acquires-exponea-secures-150m-investment-to-power-e-commerce-saas-expansion/" target="_blank">acquired Exponea</a>, a Customer Data and Experience Platform (CDXP), with the goal of integrating its market-leading e-commerce capabilities with Exponea's best-in-class customer data (CDP) and marketing automation capabilities. With this combination, Bloomreach appears well-poised to accelerate the creation, personalization, and optimization of powerful commerce experiences.
<h2>About Bloomreach</h2>
Bloomreach is the world’s #1 Commerce Experience Cloud, empowering brands to deliver customer journeys so personalized, they feel like magic. It offers a suite of products that drive true personalization and digital commerce growth, including: Discovery, offering AI-driven search and merchandising; Content, offering a headless CMS; and Engagement, offering a leading CDP and marketing automation solutions. Together, these solutions combine the power of unified customer and product data with the speed and scale of AI-optimization, enabling revenue-driving digital commerce experiences that convert on any channel and every journey. Bloomreach serves over 850 global brands including Albertsons, Bosch, Puma, FC Bayern München, and Marks &amp; Spencer. For more information, visit <a href="https://bit.ly/2EfrSOZ" target="_blank">Bloomreach.com</a>.

Bloomreach Reaches $2.2 Billion Valuation Following $175 Million Investment from Goldman Sachs

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Just before Christmas, <a href="https://www.optimizely.com/" target="_blank">Optimizely</a> – a leading digital experience platform (DXP) provider – delivered a gift that we're still unwrapping: an integrated version of its <a href="https://www.optimizely.com/products/commerce/b2b/" target="_blank">B2B Commerce Cloud</a> and <a href="https://www.optimizely.com/products/content/" target="_blank">Content Cloud</a> products.
OK... so maybe the other schwag under your tree had a bit more pizzazz. But this tidy pairing brings some real power to brands, particularly those looking to reach audiences with sophisticated content strategies and digital experiences. The new integration also has to potential to help large marketing teams collaborate more effectively around their content – providing a more complete ecosystem of services.
According to Optimizely, the integration leverages its B2B Commerce Cloud as a <a href="https://www.cmscritic.com/top-headless-commerce-platforms/" target="_blank">headless commerce</a> API, making B2B data and capabilities available in Content Cloud. The coupling enables users to access B2B-specific features in the Commerce Cloud while using Content Cloud CMS to manage all the pages, templates, content, and assets of their website. Content Cloud also lets marketers build and manage multiple sites while leveraging shared data for customers, products, and orders in B2B Commerce Cloud.
Another key feature of the integrated solution is a combined out-of-the-box search engine, allowing users to search products in the B2B Commerce catalog as well as the Content Cloud – and return combined results. Users can also manage their product catalog in B2B Commerce and have them available in Content Cloud.
“Optimizely Content Cloud has a long history of providing marketers with extensive tools for content publication and creation of exceptional digital experiences,” said Justin Anovick, Chief Product Officer of Optimizely. “With the integration of B2B Commerce Cloud, businesses can extend these tools to B2B customers, enabling the delivery of optimal digital experiences across audiences.”
<h2>Powering buying experiences with B2B Commerce Cloud</h2>
To be clear, Optimizely's B2B Commerce Cloud and Content Cloud have been stand-outs in their own right. The former has carved a decent niche as a one-stop commerce solution, decreasing the complexity of a brand's online commerce stack by collectively managing catalogs, quotes, orders, product configurations, and more – all with one holistic view. It also boasts personalization capabilities, leveraging data-driven recommendations to power custom digital commerce experiences.
Optimizely has focused its B2B Commerce Cloud on manufacturers and distributors, helping them configure custom solutions that meet their specific brand requirements. Additionally, the solution has made the connections with an organization's ERP, PIM, and other backend systems more efficient, allowing them to scale their growth across their stack. Those connections are key, and so is maintaining the security of a brand's data; to that end, Optimizely has achieved ISO certifications in its pursuit of assuring the highest standards of data security with B2B Commerce Cloud.
<h2>Create once, publish everywhere with Content Cloud CMS</h2>
On the other side of the integration equation is Optimizely's Content Cloud, a shadow of the former Episerver (which, as you know, <a href="https://www.cmscritic.com/episerver-to-acquire-optimizely-the-worlds-leading-experience-optimization-platform/">purchased Optimizely in 2020</a> and consolidated under its banner). Content Cloud has been enabling marketing teams to leverage an industry-leading content management system to distribute content across channels with a coupled, headless, or hybrid CMS model – or via Optimizely's global network.
Content Cloud boasts a wide berth of rich features including personalized media management, drag-and-drop layouts and authoring, custom workflows, and more. The system also enables users to create and target personalized content and commerce experiences based on dynamic audience segments. The personalization features come out of the box at a rules-based level but can be upgraded through their <a href="https://www.optimizely.com/optimization-glossary/hyper-personalization/" target="_blank">AI-powered 1:1 personalization</a> with <a href="https://www.optimizely.com/products/intelligence/recommendations/" target="_blank">Content Recommendations.</a>
<h2>Providing sample resources and implementation support</h2>
One thing Optimizely consistently does well is listen to customers. This has been most evident following the large-scale acquisitions of Episerver and <a href="https://www.cmscritic.com/optimizely-acquires-customer-data-platform-zaius/">Zaius</a>, where users needed both training and vision to build confidence around the company's roadmap. This is just one contributing factor to the company's leadership positions on <a href="https://www.cmscritic.com/key-takeaways-from-gartners-2021-magic-quadrant-for-digital-experience-platforms/">Gartner's 2021 Magic Quadrant for DXPs</a>, as well as the <a href="https://www.optimizely.com/company/press/optimizely-named-a-leader-in-agile-content-management-systems/" target="_blank">Forrester Wave for Agile Content Management Systems</a>.
To help customers get the most from this new integration, Optimizely is releasing a B2B-specific sample site packed with Content Cloud templates and blocks – giving users a pipeline of resources to accelerate their builds. In its press release, the company said that the sample site will answer the "time-to-market metric" variables that many B2B customers weigh when selecting technology vendors. Once again, evidence that Optimizely is listening to the voice of the customer and thinking ahead.
Additionally, Optimizely has named <a href="https://www.nishtech.com/">Nishtech</a> – a full-service digital experience and e-commerce consultancy – as a preferred implementation partner to support the B2B Commerce Cloud/Content Cloud integration. Nishtech is an Optimizely Platinum Partner that has first-hand experience with the new integration and can be contracted to guide customers and their agencies through setting up and utilizing the new integration.
<h2>About Optimizely</h2>
<a href="http://www.optimizely.com/">Optimizely</a> is on a mission to help people unlock their digital potential. With their leading digital experience platform (DXP), they equip teams with the tools and insights they need to create and optimize in new and novel ways. Now, companies can operate with data-driven confidence to create hyper-personalized experiences. Building sophisticated solutions has never been simpler. Optimizely’s 900+ partners and 1100+ employees in offices around the globe are proud to help more than 9,000 brands, including Toyota, Santander, eBay, KLM, and Mazda, enrich their customer lifetime value, increase revenue and grow their brands.

Optimizely Integrates B2B Commerce Cloud and Content Cloud, Combines Headless Commerce with CMS

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Talk about welcome news.
Earlier in December, <a href="https://www.optimizely.com/" target="_blank">Optimizely</a> – a leading digital experience platform (DXP) – announced a definitive agreement to purchase <a href="https://welcomesoftware.com/" target="_blank">Welcome</a>, a content marketing (CMP), marketing resource management (MRM), and digital asset management (DAM) platform.
Yes, that's a lot of three-lettered acronyms for one sentence...
While the DXP juggernaut is no stranger to acquisitions (they were, in fact, <a href="https://www.cmscritic.com/episerver-rebrands-as-optimizely-following-acquisition/">purchased by Episerver in 2020</a> but rebranded under the Optimizely name), this one provides a glimpse of the company's ambition to win the minds and hearts of internal marketers.
According to Welcome's press release, the combination will empower marketing teams at brands across the globe to drive real business value through better customer experiences.
“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.”
As the deal is set to close before the New Year, it's clear that Optimizely is making a 2022 resolution to focus more on the discrete needs of marketers, who are chiefly responsible for driving customer experience. With the rise of digital tools and hybrid work environments, marketers are becoming the "engines" of business growth by shaping consumer engagement. At the same time, they are being forced to adapt and respond to a fluid digital landscape, where a fragmented stack is arresting their ability to deliver personalized, relevant content and experiences at scale.
Bottom line: Optimizely aims to improve the marketer experience by adding Welcome's CMP, MRM, and DAM capabilities to their expanding ecosystem.
<h2>Combining marketing, content management, digital commerce, and personalization</h2>
As a four-time <a href="https://www.businesswire.com/news/home/20210325005585/en/Welcome-a-NewsCred-Brand-Named-a-Leader-Now-4-Years-Running-in-the-2021-Gartner-Magic-Quadrant-for-Content-Marketing-Platforms" target="_blank">Leader on the Gartner Magic Quadrant</a>, Welcome has carved a strong niche in the small but growing cadre of Content Marketing Platforms (CMP).
As Gartner noted in their most recent report, "Welcome’s vision as a marketing orchestration software, combining the capabilities of a CMP, MWM, DAM, offers promise." This positioning certainly made the platform a more attractive target for Optimizely.
<img src="https://cmscritic.com/ms-content/uploads/2021/12/gartner_mq_cmp-971x1024.png" alt="Gartner Magic Quadrant, 2021 for CMP" />
By combining Welcome's capabilities with Optimizely's suite of content management and digital commerce solutions, marketers will now have enhanced tools for a wide range of applications – all in a unified platform. This includes the "Holy Grail" of experimentation, personalization, and recommendations that have often remained elusive for marketing professionals and teams.
Under the Optimizely banner, marketers will be able to leverage Welcome's features on an evolutionary scale, allowing them to accelerate the end-to-end marketing lifecycle from concept to execution. This will allow users and teams to plan, create, and collaborate on campaigns and publish across multiple channels to reach the right audiences. They will also have unprecedented control and transparency to manage content delivery without relying on the support of IT or development.
The combined set of capabilities should be a force multiplier for Optimizely, enabling marketers to grow revenue by scaling best-in-class data-driven tools such as A/B testing and content recommendations, augmented by Welcome's content marketing processes. Marketers will also be able to easily share results across their organization, providing greater insight into the impact of their marketing investment.
“We could not be more excited to be joining the Optimizely family,” said Shafqat Islam, CEO and co-founder of Welcome. “We’ve made it our mission to transform the way marketers work, by delivering a purpose-built solution to orchestrate all of marketing. Now, together with Optimizely, we believe we are unifying two category-leading solutions to see that mission through.”
<h2>A string of strategic acquisitions</h2>
As the DXP category becomes more crowded, enterprise vendors are clawing their way to the top of the mountain. In Gartner's <a href="https://www.gartner.com/en/documents/3995917/magic-quadrant-for-digital-experience-platforms" target="_blank">2021 Magic Quadrant for Digital Experience Platforms</a>, Optimizely found itself chasing the heels of both <a href="https://www.cmscritic.com/acquia-upgrades-open-dxp-capabilities-to-expand-composable-enterprise-features/">Acquia</a> and <a href="https://www.cmscritic.com/adobe-acquires-video-collaboration-platform-frame-io/">Adobe</a> in pursuit of the crown.
To enhance their DXP completeness of vision and gain competitive ground, all three platforms have been scooping up strategic technologies – including Optimizely's 2021 <a href="https://www.cmscritic.com/optimizely-acquires-customer-data-platform-zaius/">purchase of Zauis</a>, a leading customer data platform (CDP).
Adding this all-important data layer gave Optimizely a needed edge, but the purchase of Welcome is key. Not only does it signal a renewed focus on the role of the marketer, but it repositions the power of the platform on the marketer's experience. Providing an integrated, end-to-end lifecycle solution for managing content, assets, and resources – and amplifying it with the commerce and optimization features of a proven DXP – could be a real gamechanger for Optimizely. We'll be watching as the next steps unfold.
<h2>About Optimizely</h2>
Optimizely is a leading digital experience platform (DXP), equipping teams with the tools and insights they need to create and optimize in new and novel ways. Now, companies can operate with data-driven confidence to create hyper-personalized experiences. Building sophisticated solutions has never been simpler. Optimizely’s 900+ partners and 1100+ employees in offices around the globe are proud to help more than 9,000 brands, including Toyota, Santander, eBay, KLM and Mazda, enrich their customer lifetime value, increase revenue and grow their brands.
<h2>About Welcome</h2>
Welcome transforms how marketers run marketing. It is the leading marketing orchestration platform used by the world’s most successful brands to strategically align teams, take the friction out of execution, and demonstrate meaningful results. Only Welcome offers a platform purpose-built for the complexities of modern marketing that can scale to support the largest teams in the world. It is a new layer of the marketing technology stack where marketers can work better together, connect other martech tools, and measure performance. Welcome unleashes the potential of marketing.

Optimizely's Acquisition of Welcome Signals Expanded Focus on Marketers

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