Editor’s Note: In the 2022 Magic Quadrant for CMP (Content Marketing Platforms), Gartner has once again named Welcome a Leader, positioning us furthest to the right for ‘Completeness of Vision’ and highest for ‘Ability to Execute’ for the 5th consecutive year.
Five years in a row!
We’re thrilled to share that once again we’re positioned furthest for ‘Completeness of Vision’ and highest for ‘Ability to Execute’ — as well as ranked the #1 vendor across all three use cases (B2B Demand Gen, B2C Narrative Design, & Complex, Distributed Marketing).
You might wonder if, after all these years, we’d get tired of this honor. Nothing could be further from the truth.
In fact, we could not be more excited about this latest result.
We believe this repeated recognition is a testament to our commitment to innovation and customer success and validates the investments we’ve made to help customers transform how marketers experience the world of work every day.
Read on for more details about the Welcome platform and what we believe sets us apart in this year’s Gartner Magic Quadrant for Content Marketing Platforms.
Why Gartner Named Welcome a 5x Leader
Welcome’s platform helps marketers create and deliver content through faster, repeatable processes that solve for enterprise-level use cases.
Here’s what we believe distinguished Welcome from the pack:
1. Seamless Integration with Tools You Use Daily
Welcome’s codeless app marketplace offers a low-effort way to provide interoperability between our content marketing platform and more than 100 downstream systems/channels (e.g. CMS, Social, Sales Asset Management, enterprise DAMs, and more). This enables marketing teams to integrate with a large range of MarTech capabilities in just a few clicks. The marketplace is part of Welcome’s goal to create an operating system for marketers where all marketing activities can be managed within the platform. In fact, Welcome received the highest possible score for content distribution.
2. Content Goes Atomic, Up Goes Personalization at Scale
Welcome is one of only a few CMP vendors supporting atomic content strategies and production, an emerging content distribution capability. Others in this market use AI to make content recommendations based on engagement data. Welcome automatically generates a variety of modular content assets to support personalization for specific audiences and channels. When a new content asset is created, the platform will automatically suggest variants for different channels (e.g., social media-friendly and blog-friendly versions). The speed and ease of creating and tagging atomic content help content marketers achieve more scale and have greater impact.
3. Generative AI for Real-Time Content Creation
Welcome is the only content marketing platform featured in this Magic Quadrant using generative AI to help content marketers write new content based on a small number of provided inputs. These units of atomic content can be automatically assembled into variants for distribution across different channels. This not only increases the efficiency of content creation but results in the ability to develop content targeted to the needs of key personas. Additionally, AI helps automate the work assignment process and optimize how work is completed over time.
4. The Analytics Edge
Welcome is also one of a few vendors offering advanced content performance analytics, going beyond SEO-analytics to measure content engagement across the entire customer journey and to demonstrate the impact of content on pipeline generation. Welcome’s AI/ML capabilities use past content performance to recommend future content and improve content production processes. Its highest scoring use case is for complex, distributed content marketing teams due to its strength in content performance analytics, for which it was rated ‘excellent’ (highest possible score).
B2B and B2C marketers at complex, enterprise organizations seeking advanced content creation and distribution features powered by AI/ML capabilities that support scalable processes should consider Welcome’s offering.
Welcome’s product roadmap will continue to focus on expanding AI-generated content capabilities, enhancing atomic content creation capabilities for greater personalization, and enabling marketing teams to manage all their marketing activity — using Welcome’s full complimentary suite of content marketing, work management and data asset management capabilities.
Meanwhile, Welcome’s acquisition by Optimizely, the world’s leading digital experience platform, will only accelerate the two companies combined vision to allow marketers to manage the full digital experience lifecycle — from content ideation & planning through distribution & experimentation — all from a single, unified platform.
Editor’s note: for more details about the combined Welcome x Optimizely product offering & roadmap, check out this postby Shafqat Islam, CEO of Welcome.
Thank You for an Incredible Year—More Awaits in 2022
Helping customers be successful will always be at the center of everything we do. Welcome is not in the business of simply selling solutions to customers. We are in the business of enabling digital transformation and growth by being a strategic partner to our customers. We believe our placement in this latest Gartner Magic Quadrant is a reflection of our customer centricity. It’s part of our DNA, and it’s what feeds our innovation as we continuously develop a future-ready CMP solution for our customers.
Gartner, Magic Quadrant for Content Marketing Platforms, Nicole Greene, David Millstein, Jeffrey L. Cohen, 16 March 2022.
Gartner Peer Insights reviews constitute the subjective opinions of individual end users based on their own experiences and do not represent the views of Gartner or its affiliates. This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from Welcome.
Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.
In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.
“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”
Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.
There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.
Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.
The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.
“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”
Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.
Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.
While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.
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About The Author
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.