Optimizely One as a central platform for modern marketing

With Optimizely One, Optimizely addresses one of the key challenges facing modern marketing organizations: the multitude of individual tools, processes, and coordination required throughout the entire customer journey. The platform approach aims to move away from fragmented marketing organization and instead map marketing as a continuous cycle from the initial idea to ongoing optimization – a complete CMS marketing solution. A leading provider of digital experience platforms (DXP) that helps companies worldwide create outstanding digital experiences. With a broad portfolio that includes content management, A/B testing, and personalized user experiences, Optimizely enables brands to optimize their entire marketing and product development. The company serves over 10,000 customers, including well-known names such as H&M, PayPal, and Zoom, helping them improve their digital strategy, increase customer value, and drive brand growth.

Think and structure marketing processes holistically

In many companies, marketing begins with the search for new ideas, campaign approaches, or messages. This is exactly where Optimizely comes in. The so-called marketing cycle maps all relevant work steps in a common system landscape. Instead of switching between individual applications for planning, coordination, publishing, and analysis, marketers can organize their work in a consistent environment. Existing systems can either be connected directly or replaced by existing functions. This not only makes daily work easier, but also reduces friction between teams, departments, and external partners.

AI-supported ideation and collaborative workflows

A central element within Optimizely One is the support of the ideation process. Artificial intelligence is used to structure and accelerate creative phases. Marketing teams receive assistance in developing campaign ideas, topic clusters, or content approaches without limiting their creative freedom. The ideation process directly generates briefings that can be transferred to collaborative workflows. These workflows are designed to enable internal teams, agencies, and external service providers to work together on content. Approvals, adjustments, and feedback loops can be mapped transparently, which is particularly relevant for larger organizations or international setups.

Content publishing across different channels

The concept and production phase is followed by the delivery of the content. Optimizely also maps this step within the platform. Content can be planned centrally and published across different channels, such as websites or social networks. The requirements of global teams are also taken into account, for example, translations or regionally adapted versions of content. The advantage lies in the clarity: marketers always have an overview of which content is being played where, in which version it is available, and how it is embedded in higher-level campaigns.

Experimentation and data-driven optimization

Another focus is on systematic content testing. Under the term “web experimentation,” Optimizely provides functions that allow marketing teams to compare variants of content directly on websites. The goal is to base decisions on measurable results rather than gut feelings. Typical use cases are:

• Comparison of different call-to-action elements
• Testing of different image or teaser variants
• Optimization of texts, layouts, or page elements

Headless CMS for maximum flexibility

The platform is complemented by a SaaS-based content management system that is built on the headless principle. Content is managed independently of the front end. Companies can decide for themselves which channels and interfaces to use to deliver content, without being tied to rigid structures. This approach is particularly relevant for companies that operate multiple digital touchpoints or need to respond flexibly to new channels. The CMS fits seamlessly into the existing marketing cycle and expands it with additional technical freedom.

Personalization as a guiding principle

At the trade show booth, the platform concept is brought to life through an interactive installation. A personalized experience illustrates that every customer journey is unique and does not follow a fixed pattern. This metaphor reflects Optimizely's commitment to flexibly adapting marketing processes to different users, contexts, and goals. Personalization is not understood as an isolated function, but as the result of well-integrated processes involving planning, content, testing, and optimization.

Classification for marketing organizations

Optimizely One is aimed at marketing teams that want to reduce complexity while gaining professionalism. The focus is less on individual features and more on the interaction of all components. From the initial idea to collaboration and data-driven development, a consistent working framework is created. Optimizely thus positions itself as a platform provider for companies that understand marketing as a strategic, long-term process and no longer want to manage their activities using separate individual solutions.