On Dec 2, 2021 Optimizely, a digital experience platform (DXP) provider, entered into a definitive agreement to acquire Welcome, which possesses the capabilities of marketing resource management (MRM), content marketing platforms (CMP), and digital asset management (DAM). It will empower marketing professionals to drive real business value by providing better customer experiences.
Today’s digital-first environment requires B2B marketers to respond at a much faster pace to the continuously changing requirements of increasingly digital customers. However, the complexity and fragmentation of the marketing stack hamper their ability to deliver personalized, contextual experiences and scale the content. With Welcome’s acquisition, B2B marketers will be able to control the optimization of every digital touch point.
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