Today, leading digital experience platform (DXP) provider, Optimizely, announced it has entered into a definitive agreement to acquire Welcome, a four-time Gartner Leader that 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 personalized, 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. “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.”

Read the full post on Welcome’s website.