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5 Years in a Row: See Why Welcome is Consistently Rated a Leader in Gartner’s Magic Quadrant for CMP

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5 Years in a Row: See Why Welcome is Consistently Rated a Leader in Gartner's Magic Quadrant for CMP


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.

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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.

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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

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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).

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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.

What Now?

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 post by 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.

Get a complimentary copy of the full report here.

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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.​

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Closing your team’s technical gap without hiring

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Closing your team's technical gap without hiring

It’s no comfort knowing you’re not the only one having trouble finding tech talent. Demand is high, supply is low. And everyone has teams and projects stuck in limbo.

What would be comforting is a solution. Well, here you go.

I’ve helped many marketing teams close the gap in their technical capabilities without writing a single job description. The reality is you have many more options than you can envision right now. All you need to do is expand your frame.

Expand Your Frame

When making a decision, framing helps you focus on the proper outcomes. The hard part may be setting the frame to the right size. Make it too small and you miss big chunks of the panorama. Too large and you lose the details. 

It’s also a fantastic way to think more strategically. While others are getting up in tactics, e.g., hiring, you can think of the outcome you’re hoping to achieve and determine the fastest way to get there. 


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The frame here is not that you need to hire someone, it’s that you need a certain set of tasks completed. Instead of hiring you should consider two other options: automation, i.e. no-code, and adjusting your team’s priorities. Looked at that way, you may already have all the skills you need.

No-Code & the New Engineers

The rise of no-code software tools is one of the most significant developments in the marketing world. No-code tools are meant to be used by non-technical folks. They have drag-and-drop interfaces and tend to be highly user-friendly. Examples include Zapier, Tray.io, and countless others.

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A huge problem for marketing teams is their technology is too complex. Doing anything significant means getting an engineer. Even sending emails requires technical help. With multiple no-code options in every category, there’s no need for this.

Instead of hiring someone to support marketing automation, find a software solution anyone can use. In practical terms, it means avoiding options like Salesforce, which requires in-house expertise, hundreds of pages of documentation and the proper alignment of the moon to make it work. Other solutions are drastically easier to use, though they may have less functionality. 

I tell my clients to prioritize the ability to connect their tools rather than just their raw capabilities. You may have the best email marketing solution, but it’s not as valuable if you can’t easily export data to a CRM. Be biased towards no-code, and you can avoid hiring.

I recently helped clients connect their Hubspot, Google Sheets, and a website using only no-code tools like Zapier. We were able to get everything done in a matter of weeks with no involvement from their engineers. In addition, the marketing team could send better-targeted emails and measure their performance better. All they needed were the right tools.

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Adjust Your Priorities

Think over how your team spent their time over the past week. Were they working on the highest impact tasks? Unfortunately, there’s a good chance the answer is no. It’s easy to fall prey to “busy work” or get stuck doing jobs that should be automated.

Bill Gates once said there’s no point hiring someone to do an inefficient process. You’re just scaling bad habits. Instead, clean up your processes before adding more bodies. You may discover plenty of time to research software tools and tackle new tasks.

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Read next: Broaden your marketing ops talent perspective

The fastest way to adjust your priorities is to run a time audit of your team. Ask each member to record how they spent their time over an average week. You can then work with them to figure out how to remove tasks from their plates. Low-hanging fruit includes manual input, work that no one sees or failure work—where tasks are redone multiple times. 

After running an audit for one team we found they spent way more time cleaning up data rather than using it. We figured out what was causing the errors and duplication, solving them through formulas and other measures. They were able to shift around 20 hours to other tasks. Many teams have similar hidden opportunities.

Digital-First Means Being Lean

Being digitally savvy isn’t about hiring as many people as possible. Digital channels offer the ability to be lean as you scale. Think of influencers who run channels with millions of views out of their parent’s basement. They have a lean but effective production. Years ago, the Instagram team had less than 100 people before being acquired by Facebook.

As you shift into digital, you have the opportunity to restructure your marketing teams and take advantage of trends like no-code. The first step is to expand your frame. After that, you might see more opportunities.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

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About The Author

Ruben Ugarte is the global expert in Decisions, Strategy, and Data and author of the Data Mirage and Bulletproof Decisions. He helps executives at the most innovative medium and large enterprises find their hidden treasures and use them to dramatically boost performance, increase profitability, and make their teams world-class. He has done this across five continents and in three languages. His ideas have helped hundreds of thousands of people make better decisions.

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