Singapore – Digital experience platform (DXP) provider Optimizely has entered into an agreement to acquire Welcome, a marketing platform that carries capabilities in content marketing platforms (CMP), marketing resource management (MRM), and digital asset management (DAM) in a single solution. The combined company will empower marketing teams of brands across the globe to drive real business value through better customer experiences.

Through the combined services of the company, clients can now grow their end-to-end marketing lifecycle from concept to execution, gain control and transparency to manage content, and grow revenue by scaling adoption of in-class optimization.

Alex Atzberger, CEO at Optimizely, said, “We believe a world-class customer experience starts with an outstanding marketer experience. 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.”

Following Optimizely’s acquisition of customer data platform Zaius earlier this year, the addition of Welcome further solidifies Optimizely’s mission to empower digital teams to unlock their digital potential.

Meanwhile, Shafqat Islam, CEO and co-founder at Welcome, commented, “We could not be more excited to be joining the Optimizely family. 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.”

Until the closing of the acquisition deal, the companies will continue to operate independently. Over time, Welcome will be integrated with Optimizely’s existing stack to create a complete end-to-end portfolio to manage the full content lifecycle.