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Acquisition Article

No More Kicking the CMS Tires: As Salesforce Acquires Contentful, Can it Keep the Wheels on the AI Road?

matt-garrepy

<hr /> Well, it happened. I’ve been predicting a move like this for a while, although I thought it might be an up-and-comer like <a target="_blank" rel="noopener noreferrer" href="https://www.conductor.com/">Conductor</a> or even a niche startup like <a target="_blank" rel="noopener noreferrer" href="https://otterly.ai/">Otterly.ai</a> elsewhere in the stack.  But then again, it’s <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/adobe-experience-manager">Adobe</a>. And when they go, they go big.And that’s what they’re doing with the <a target="_blank" rel="noopener noreferrer" href="https://news.adobe.com/news/2025/11/adobe-to-acquire-semrush">acquisition of Semrush,</a> a stalwart of modern martech and one of the “must-have” tools for search engine optimization over the last decade. Adobe just announced that it will purchase Semrush for the tidy sum of $1.9 billion in an all-cash transaction for $12 per share.The deal is said to close in the first half of 2026, pending regulatory and shareholder approvals. It should be “smoother” sailing, despite the pothole in the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/whats-under-the-fig-leaf-the-naked-truth-about-the-figma-ipo-and-the-markets-appetite-for-tech">rearview that is Figma</a>. Semrush is, comparatively, a tame acquisition that’s almost 20 times less breathtaking than that debacle. No doubt, Adobe is posturing to expand its leadership in the realm of marketing intelligence and the concentration on Generative Search Optimization (GEO) and Answer Engine Optimization (AEO). As competitors like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/optimizely">Optimizely</a> position themselves as <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/welcome-to-the-geo-ready-cms-optimizely-adds-new-features-to-enhance-ai-powered-search">“GEO-ready” platforms</a>, the race is on to give brands more comprehensive tools that address the shift towards AI search discovery.Despite this focus on marketing-centric tools that address the pressures of AI, Adobe lives beyond a single category like DXP or CMP, evolving its value to that of customer experience orchestration in the agentic AI era – and pointing its collective powers at the complete content supply chain, customer engagement, and brand visibility.It's doing all of this with its suite of industry-leading products like the ubiquitous <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/adobe-experience-manager">Adobe Experience Manager (AEM),</a> its unified <a target="_blank" rel="noopener noreferrer" href="https://business.adobe.com/products/adobe-analytics.html">Adobe Analytics</a> suite, and the recently launched <a target="_blank" rel="noopener noreferrer" href="https://business.adobe.com/products/brand-concierge.html">Adobe Brand Concierge</a> for creating interactive, AI-powered conversational journeys.Adding Semrush to this puzzle brings the picture into sharp relief, giving marketers a holistic view of how their brands appear across the new frontier of LLMs, as well as owned channels, legacy search, and the broader web. It also gives them more control over managing their visibility across the entire ecosystem. “Brand visibility is being reshaped by generative AI, and brands that don’t embrace this new opportunity risk losing relevance and revenue,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/achakravarthy/">Anil Chakravarthy,</a> president of Adobe’s Digital Experience Business. “With Semrush, we’re unlocking GEO for marketers as a new growth channel alongside their SEO, driving more visibility, customer engagement and conversions across the ecosystem.”<h3 id="cmos-need-better-tools-to-master-ai-search">CMOs need better tools to master AI search</h3>The Chief Marketing Officer’s job has always been a little cursed. Often a revolving door of talent that lives and dies by the numbers, it has recently grown a bigger backbone when it comes to strategic performance. What's at stake? Pretty much everything. Enterprises are relying on marketing to deliver the goods at a breakneck pace. Meanwhile, CMOs are expected to make sense out of metric tons of data from a wide range of sources and tools – and make actionable decisions that drive growth. It's a tough racket, and forget the fact that a CMO's marketing team is also being challenged by cognitive overload. While brand equity and visibility are key, CMOs face a reckoning with results. According to a report from NIQ, <a target="_blank" rel="noopener noreferrer" href="https://www.businesswire.com/news/home/20251118947080/en/CMOs-Face-a-Reputation-and-Results-Reckoning-According-to-NIQs-2026-Outlook">84% of CMOs now prioritize ROI</a> as their primary metric for budget allocation, signaling pressure to drive short-term conversion over long-term brand growth.And driving those conversions is search. <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/google-cloud-platform">Google</a> still crushes AI answer engines like <a target="_blank" rel="noopener noreferrer" href="https://chatgpt.com/">ChatGPT</a> and <a target="_blank" rel="noopener noreferrer" href="https://www.perplexity.ai/">Perplexity</a>, maintaining roughly 90% of the global search market share. Google’s traffic has continued to increase into 2025 due in part to its new <a target="_blank" rel="noopener noreferrer" href="https://gemini.google/overview/">Gemini-powered AI Overviews</a> and <a target="_blank" rel="noopener noreferrer" href="https://search.google/ways-to-search/ai-mode/">AI Mode</a> features.But the landscape is starting to shift. ChatGPT’s adoption has been downright mindboggling, reaching 100 million users within two months of launch, making it the fastest-growing consumer app ever. By late 2024, it was reportedly logging around 1 billion interactions per day. By one account, it could <a target="_blank" rel="noopener noreferrer" href="https://ttms.com/llm-powered-search-vs-traditional-search-2025-2030-forecast/">surpass Google by 2028,</a> and new data from <a target="_blank" rel="noopener noreferrer" href="https://business.adobe.com/blog/adi-october-2025-holiday-shopping-actuals">Adobe Analytics</a> showed that traffic from generative AI sources to U.S. retail sites increased by 1,200% year-over-year in October.As consumers increasingly turn to answer engines for information, recommendations, and purchase decisions, CMOs need tools that address generative AI platforms so they can enhance their visibility across these new customer interfaces and drive conversions. Organizations that invest in GEO – alongside their SEO capabilities – are poised to keep their brands well-represented, more easily discovered, and trusted across owned and earned channels.<h3 id="a-legacy-of-seo-innovation-with-a-new-focus-on-geo">A legacy of SEO innovation with a new focus on GEO</h3>Semrush is the gold standard in SEO. It provides a deep cache of rich information, from competitive insights to keyword research to campaign planning. It’s also incredibly intuitive and accessible, with many third-party platforms surfacing Semrush data in their analytics dashboards. For more than ten years, Semrush has armed marketers with “traditional” search engine optimization capabilities. But its recent gains in the development of GEO capabilities – specifically with its <a target="_blank" rel="noopener noreferrer" href="https://www.semrush.com/ai-seo/">AI Visibility Toolkit</a> – are helping brands enhance visibility, expand audience reach, and remain discoverable in AI search. The good news for marketers is that the core principles of SEO also apply to GEO. Translation: They work together, and you don’t need to abandon your SEO strategy to build your presence across the AI engines. AI assistants provide helpful and (hopefully) accurate information to users, and they pull that information from the same internet your SEO-focused content lives on. Generally speaking, the more your brand is associated with the topics you want to focus on, the more likely it is to be referenced in an AI-generated answer.The combination of Adobe and Semrush could be a catalyst for even greater insight across both the SEO and GEO channels. Marketers need both, and Adobe's consolidation will likely benefit both competencies. “Adobe is an industry leader in helping marketers create personalized customer experiences at scale. With the advent of LLMs and AI-driven search, brands need to understand where and how their customers are engaging in these new channels,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/williamrwagner/">Bill Wagner,</a> chief executive officer of Semrush. “This combination provides marketers more insights and capabilities to increase their discoverability across today’s evolving digital landscape.”From a performance standpoint, Semrush has been bringing the rain. <a target="_blank" rel="noopener noreferrer" href="https://increv.co/academy/semrush-users/">As of last year,</a> it boasted nearly 1.2 million users with annual revenue of over $300 million. In its most recent quarter, it drove 33% year-over-year ARR growth in its enterprise customer segment, earning the trust of industry leaders like Amazon, JPMorganChase, and TikTok.It’s worth noting that Semrush does have a large cohort of free-tier users (by one estimate, it represents as much as 90% of its base). This speaks to the company’s commitment to deliver value while building a strong SaaS pipeline to future paid users. Will Adobe maintain that? Only time will tell, but it’s a great example of a “Big Give” that works.<h3 id="the-verdict">The verdict</h3>GEO is becoming a crucial objective for brands and their marketing teams. This is a non-negotiable requirement of their modern tooling, and will inform the decision-making as they assess technologies to light these dark alleyways in their marketing intelligence.  Semrush and its peers might be innovating on the edge, but we’re still in catch-up mode. Every day could be another <a target="_blank" rel="noopener noreferrer" href="https://greylock.com/greymatter/the-deepseek-moment/">DeepSeek moment</a> of change, threatening to send practitioners back into a well of shadows when it comes to LLM behaviors. As such, having the scale and skunkworks that Adobe provides could inject more value into the GEO roadmap, giving enterprises greater confidence around the futureproofing.This isn't “guesttimation” for me. I’ve personally relied on Semrush for years to analyze competitors, test longtail keywords, identify and root out toxic backlinks, and more. It’s a fantastic tool, and that’s why I think this is a smart move. Semrush is a solid, long-standing brand that’s built deep trust with its community, and that brand loyalty could benefit the transition to Adobe – a shift that hasn’t always been easy on cultures or communities.Is it worth the bucks? As far as the tendered deal is concerned, the math around multiples appears sound and reflects what we’re seeing elsewhere (early to say if it’s a steal or a deal). While the numbers aren’t as mammoth, 2025 has been a solid year for M&amp;A, tracking a <a target="_blank" rel="noopener noreferrer" href="https://www.reuters.com/business/global-ma-activity-up-10-first-nine-months-2025-study-shows-2025-10-28/">10% increase in overall activity</a> in the first nine months of the year. A lot of that has been led by tech and specifically AI-related acquisitions, but the martech realm has been active, starting with the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contentstack-just-acquired-lytics-a-real-time-customer-data-platform-heres-why-it-matters">purchase of the Lytics CDP</a> by <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/contentstack">Contentstack</a> in January of this year.Competitive pressure is a clear driver. As players like Optimizely and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/sitecore">Sitecore</a> expand their agentic AI features and evolve what a complete martech stack looks like, GEO capabilities are becoming front and center. And as the research indicates, conversions are going to be the key metric for ROI – and AI search is becoming a bigger piece of the integrated pie. What’s next? A lot. With the introduction of <a target="_blank" rel="noopener noreferrer" href="https://openai.com/index/buy-it-in-chatgpt/">ChatGPT’s Agentic Commerce Protocol,</a> we’re now seeing the potential for more retail transactions shifting to LLMs – creating even greater urgency for brands to elevate their presence across these channels. As we look ahead to the agent-to-agent frontier powered by <a target="_blank" rel="noopener noreferrer" href="https://modelcontextprotocol.io/docs/getting-started/intro">MCP,</a> it’s fair to predict that these buying motions will be faster and increasingly automated.Look, there’s more here than just broadening the scope of Adobe’s marketing intelligence. It’s a signal that the race is on to shape the customer experience within the generative AI horizon – and giving marketers the best tools to meet the moment.Enterprises want composable solutions that offer adjacent integrations but include purpose-built features to help them address the immediate challenges of the AI era. And they can’t wait for tomorrow – they have to act today. That’s what Adobe is delivering: the promise of speed and scale for an agentic world.Can you feel the rush? <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:29.67%" src="https://cmscritic.com/ms-content/uploads/2025/10/image-1761136749603.png" /><h4 id="live-webinar:-can-we-ever-get-composable-without-complexity?"><a target="_blank" rel="noopener noreferrer" href="https://umbraco.com/webinar-cmscritic">Live Webinar: Can We Ever Get Composable Without Complexity?</a></h4>November 20, 2025 – 6 PM (CET) / 5 PM (GMT) / 12 PM (EST)Composable architecture promised to simplify digital experience creation by giving organizations the flexibility to combine the technologies that met their needs. But for many enterprises, it’s done the opposite, which has led to complex integrations, spiraling costs, and what some are now referring to as composable regret. In this live conversation, Umbraco CEO Mats Persson joins Matt Garrepy, Chief Content Officer at CMS Critic, for a candid exploration of what went wrong in the first wave of composable and what needs to change. <a target="_blank" rel="noopener noreferrer" href="https://umbraco.com/webinar-cmscritic">Register for the webinar.</a> <img style="width:29.08%" src="https://cmscritic.com/ms-content/uploads/2025/10/image-1761594434824.png" /><h4 id="typo3-conference-2025"><a target="_blank" rel="noopener noreferrer" href="https://t3con.typo3.com/">TYPO3 Conference 2025</a></h4>November 25–27, 2025 – Düsseldorf, GermanyT3CON is the premier annual event for web professionals, developers, marketers, and decision-makers. Much more than just a TYPO3-focused conference, T3CON spotlights the latest trends, innovations, and leaders shaping the future of content management, covering everything from grassroots initiatives to new technologies, strategies, and success stories. The event is designed to empower businesses and organizations with the knowledge and tools they need to thrive in the evolving digital landscape. The conference culminates in an awards ceremony celebrating the best TYPO3 projects across various industries. <a target="_blank" rel="noopener noreferrer" href="https://t3con.typo3.com/">Get your ticket.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

Feel the GEO Rush: Adobe to Acquire Semrush for $1.9B to Enhance AI Search

Contentstack just acquired Lytics, a real-time customer data platform. Here’s why it matters

<hr /> I got the Salesforce Blues… Even Slack can't pick me up… I got the Salesforce Blues… Is Informatica outta luck?Oh, <a target="_blank" href="https://cmscritic.com/products/salesforce">Salesforce</a>. Even legendary blues disciple <a target="_blank" href="https://en.wikipedia.org/wiki/Robert_Johnson">Robert Johnson</a> couldn’t pen a sadder tune about these troubled waters. What did you ever do to deserve this reaction?Before we discuss any “deals with the devil” or take riders to Rosedale, let’s review what we know (and don’t know). Things started brewing last Friday when the <a target="_blank" href="https://www.wsj.com/tech/salesforce-in-advanced-talks-to-buy-informatica-ba9ec09c?mod=tech_lead_pos3">Wall Street Journal</a> first reported that the CRM giant was in early talks to buy <a target="_blank" href="https://www.informatica.com/">Informatica</a>, a leader in the data management software space. For context: Informatica’s tools provide advanced data quality and integration capabilities, helping businesses enhance the value of their data for business, IT, marketing, and commerce applications. This includes stuff like APIs, cloud modernization, Customer 360 solutions, and a whole lot more.On Monday, when word hit the street, <a target="_blank" href="https://qz.com/salesforce-informatica-deal-11-billion-1851411069">Salesforce stock tumbled 7.3%</a>. Informatica, likewise, was off by 6.5%. Salesforce recovered a bit today, but the axe fell deep – and swiftly. But it's too early to draw conclusions. It's no secret that Salesforce has been expanding and diversifying its ecosystem. When I reflected last week on <a target="_blank" href="https://cmscritic.com/is-google-adding-the-letters-crm-to-its-alphabet-soup-ask-hubspot">Google’s dalliance with buying HubSpot</a>, I also noted how Salesforce is entangled in the gravitational influence of the leading cloud providers – where <a target="_blank" href="https://cmscritic.com/products/aws">AWS</a>, <a target="_blank" href="https://cmscritic.com/products/microsoft-azure">Microsoft</a>, and <a target="_blank" href="https://cmscritic.com/products/google-cloud-platform">GCP</a> present a celestial three-body problem.Over the years, Salesforce has evolved CRM through its own sales lens, adding tools like marketing automation, commerce, CMS, analytics, and a whole host of technologies that make its cloud more attractive and “sticky” to enterprises. Central to it all is data, the currency of business, and an area that’s being threatened by the <a target="_blank" href="https://www.forbes.com/sites/forrester/2024/01/16/google-commits-to-third-party-cookies-deprecation-in-2024/?sh=a8d8e14245af">deprecation of cookies</a> and an evolving consumer privacy landscape. When it comes to an acquisition of this scale (at $38.48 a share, the Informatica price tag would be in the billions) there are a lot of underlying forces at play. But what presumably makes this worth all the “B’s” to Salesforce is the exploding value of AI. This is why the hunt for platforms like Informatica could be key to accelerating the injection of AI-powered capabilities into the mix. Both Salesforce and Informatica have been charging up their existing products with artificial intelligence for quite some time but really ramping up since the introduction of <a target="_blank" href="https://openai.com/">Open AI</a> and LLMs. Earlier this year, Salesforce released <a target="_blank" href="https://www.salesforce.com/news/press-releases/2024/02/27/einstein-copilot-news/">Einstein Copilot</a>, a generative conversational AI assistant for its CRM that delivers more trusted responses trained on your company’s data. Around this time last year, Informatica also released its AI-powered <a target="_blank" href="https://www.informatica.com/about-us/news/news-releases/2023/05/20230509-informatica-expands-its-intelligent-data-management-cloud-with-innovations-led-by-claire-gpt-industrys-first-generative-ai-powered-data-management-platform.html">Intelligent Data Management Cloud</a>, which included its novel <a target="_blank" href="https://www.informatica.com/about-us/claire.html">CLAIRE GPT</a> – providing the industry’s first generative AI solution within a data management platform. And so here we are, waiting to see if Salesforce starts Travis-picking with another big gamble. The talks are merely at the advanced stage, but they could represent a major move for both companies and send ripples across the CRM and cloud landscape.  <h3 id="so-why-are-investors-singin’-the-blues?-">So why are investors singin’ the blues? </h3>Play it again, Sam…It’s a song as old as time, because Salesforce has been around forever – and given its track record with its most recent acquisitions, it’s clear that the street is feeling a bit uneasy about another big-ticket purchase that doesn’t pay off in big dividends. Just to jog your memory: when Salesforce touted its breathtaking $28 billion acquisition of Slack in 2020, CEO Mark Benioff proclaimed it was a <a target="_blank" href="https://www.theinformation.com/articles/how-slacks-marriage-to-salesforce-crumbled">“match made in heaven.”</a> It didn’t take long for things to sour – from a visible rift between Benioff and Slack CEO Stewart Butterfield, to real skepticism that sales could be increased by bundling and integrating Slack with other products.To be clear, there are multiple Slack integrations with Salesforce, from basic connectors for admins to Service Cloud and Tableau. You can also build custom notifications, which is pretty handy. OK, so it works. But by all measures, it hasn’t been a windfall. And paying 26 times Slack’s future revenue was just one painful reality playing out over the last two years. The other was fighting the <a target="_blank" href="https://cmscritic.com/is-google-adding-the-letters-crm-to-its-alphabet-soup-ask-hubspot">growing “Cloud War” with Microsoft</a>, its former rival for Slack and persona non grata around Salesforce HQ. As competition betwixt Dynamics 365 and other downstream systems ensued, Salesforce was feeling pressure to innovate, scale, and make up ground for a colossal misstep. And things are getting precarious from an accountability perspective. <a target="_blank" href="https://www.reuters.com/technology/salesforce-is-advanced-talks-buy-informatica-wsj-reports-2024-04-13/">According to Reuters</a>, Salesforce has been under the gun since early last year, when a pod of activist investors – including ValueAct Capital and Elliott Management – started raising flags around the company’s strategy. This included a quest for changes in management, but it might also be the fire that lit leadership into action around the company's next strategic venture.Buying Informatica at the proposed price will make this the biggest acquisition for Salesforce since the Slack debacle. Not to say that all previous purchases have missed the mark. <a target="_blank" href="https://qz.com/salesforce-informatica-deal-11-billion-1851411069">According to Quartz</a>, Salesforce has purchased over 70 companies since 2006. Some of those must have turned out to be winners, right? Right?Well, that’s exactly what investors are weighing. Even though 2023 was a year of austerity for the CRM king’s unabated “expansion by acquisition,” some major purchases prior to Slack are still rattling the market’s rib cage. In 2019, it went hog-wild with Tableau – spending <a target="_blank" href="https://www.bloomberg.com/news/articles/2023-01-05/salesforce-crm-guts-tableau-after-spending-15-7-billion-in-2019-deal">$15.7 billion</a> for the analytics visualization platform. A year earlier, it dropped <a target="_blank" href="https://groovetechnology.com/blog/why-did-salesforce-acquire-mulesoft/">$6.5 billion</a> for Mulesoft – arguably the leading API development and integration platform. On the surface, these purchases seemed to serve ostensibly ambitious goals: Salesforce wanted to enrich customer data and expand its marketplace with API-powered interoperability. But just as with Slack, Salesforce gutted both platforms after the deals were closed, laying off sizeable portions of their respective teams. With Tableau, a major reorg last year signaled that the acquisition might not be living up to its expectations. Maybe not the best way to handle your multi-billion-dollar purchases. But that’s another song on the record. <h3 id="why-it-matters">Why it matters</h3>As the tale goes, Robert Johnson <a target="_blank" href="https://www.rockhall.com/inductees/robert-johnson#:~:text=Legend%20has%20it%20that%20Robert,the%20first%20ever%20rock%20star.">sold his soul</a> to the devil at a crossroads in Cleveland, Mississippi in exchange for a mastery of the guitar. Regardless of what you believe, his talent was unrivaled at the time – and he might have been the first rock star ever. Like the blues legend, Salesforce was unquestionably the first rock star of CRM. Sure, it was flanked by contemporary pioneers like <a target="_blank" href="https://www.goldmine.com/">Goldmine</a> and <a target="_blank" href="https://www.maximizer.com/">Maximizer</a>, but it was Mark Benioff’s vision of “The End of Software” that really blew people’s minds and established a revolutionary foothold for the category. And it was rock 'n roll all the way to the top.It’s true what they say: some stars burn bright and fade into obscurity. That’s not the case here, but market-leading entities like Salesforce do lose their luster as innovators and disruptors when the accouterments of success begin to weigh things down. There’s no doubt that Salesforce has made some, shall we say, miscalculations when feeding its voracious M&amp;A appetite. That might seem obvious on the frontend relative to the inflated price tag for Slack. But the real misstep is the mismanagement of the potential. Reorgs and layoffs aside, it seems that no one had a real plan for what to do after it won the race.Still, Salesforce got to its Gleaming Tower on the Bay because it has continued to nurture its core business – and I’m certain it has a few more tricks up its sleeve. Case in point: aligning with AWS to build a beachhead against Microsoft via its Marketplace. The Informatica acquisition could also be more tacitly aligned with Salesforce, building on market longevity and proven enterprise relationships. Like Salesforce, Informatica’s no spring chicken – it was founded in 1993, six years before Benioff left Oracle to build his new kingdom.Also on the plus side: it looks like a good buy from a revenue and market share perspective. Informatica’s stock has been performing well since the launch of its AI features, up 43% this year. With 5,000 active customers and 6,000 employees, it could present a more profitable catch – as long as the multipliers hold steady.At the end of the day, the cloud plays big in any decision, for reasons already mentioned (vis-à-vis the "Cloud Wars”). The next big hurdle in cloud adoption and management is optimization, fueled by actionable data insights. If Salesforce can complement its core services with greater access to data innovation and cloud modernization services – coupled with even greater API integration and data quality capabilities – it might have a real winner on its hands.And of course, there’s AI. Informatica’s CLAIRE GPT leverages unified metadata intelligence to enhance data discovery up to 100x faster and unlock new levels of productivity. Automation is becoming increasingly important as brands amass huge amounts of data across billions of transactions and data integration jobs. This is work humans can’t do – and its CRM ecosystem could certainly benefit from. After a long drought of M&amp;A activity, 2024 is looking to be a year of potentially epic dealmaking. This move by Salesforce is a clear signal that sentiment is improving. That said, Jamie Dimon of JPMorgan <a target="_blank" href="https://finance.yahoo.com/news/jpmorgan-ceo-dimon-says-market-181040250.html">maintains caution</a> as the outlook is compounded by a confluence of outside factors – namely a Presidential election in the U.S. and continued global conflicts that could impact supply chains. In other words, we just don’t know. It’s hard to weigh in fully on speculation, but with so much percolating across the tech sector, it’s important to keep our eyes on what’s really happening. Salesforce is a critical part of almost every enterprise stack, and a key one for CMS and DXP platforms (heck, Salesforce has shown up as a DXP for Gartner). Improving data management could be a pro for customers on multiple levels. Of course, the Blues can be unpredictable – and sometimes, you don’t start singin' 'til the deal is done. Let’s hope the devil isn’t involved.   <hr /><h3 id="upcoming-conferences">Upcoming conferences</h3> <img style="width:29.67%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-connect-2024-logo.png" alt="CMS Connect 24 logo" /><h4 id="cms-connect-24"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect24">CMS Connect 24</a></h4>August 6-7, 2024 – Montreal, CanadaWe are delighted to present our first annual summer edition of our prestigious international conference dedicated to the global content management community. Join us this August in Montreal, Canada, for a vendor-neutral conference focused on CMS. Tired of impersonal and overwhelming gatherings? Picture this event as a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. <img style="width:29.58%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-kickoff-2025-logo.png" /><h4 id="cms-kickoff-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff25/tickets">CMS Kickoff 25</a></h4>January 14-15, 2025 – Tampa Bay Area, FloridaJoin us next January in the Tampa Bay area of Florida for the third annual CMS Kickoff – the industry's premier global event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, so secure your tickets today.

The Salesforce Blues? Why investors are singing a sad song about a deal to buy Informatica 

In the battle for digital domination, search reigns supreme – and brands are stepping up their search game.According to a survey by SearchNode, 68% of eCommerce industry leaders are improving their search functionality in 2021 and expanding the lens of their magnifying glasses. That plays directly into today's news that digital experience platform provider <a target="_blank" href="https://www.sitecore.com/">Sitecore</a> is acquiring San Mateo-based <a target="_blank" href="https://reflektion.com/">Reflektion,</a> an AI-powered digital search solution that understands and predicts patterns, context, and needs – so brands can convert more shoppers into buyers.The addition of Reflektion's technology will enable Sitecore to better engage, educate, and empower shoppers to make purchase decisions faster – increasing buyer confidence, long-term revenue, and overall customer satisfaction and loyalty.The acquisition – a continuation of Sitecore’s epic <a target="_blank" href="https://www.cmscritic.com/sitecore-embarks-on-1-2b-investment-plan-to-accelerate-growth/">$1.2 billion growth plan</a> – will help marketers solve the information overload that is characteristic of traditional search solutions, which can impede a customer's ability to find and select the products they're looking for.When <a target="_blank" href="https://www.webfx.com/seo/statistics/#:~:text=When%20people%20go%20online%20to,search%20engine%20to%20guide%20them.">93% of all online experiences start with search</a>, it's fair to say that it's essential to the customer buying journey. Reflektion elevates the value of search by transforming it into a conversational, guided experience that provides more personal, accessible, and tailored answers for the customer. “Search is about more than just entering words into a box and hoping for the right results – it is the cornerstone of a digital experience," said <a target="_blank" href="https://www.linkedin.com/in/tzikakis/">Steve Tzikakis</a>, CEO, Sitecore. "With Reflektion, a brand can add various types of search including personalized search, preview search, conversational search, and voice search. This reduces customers’ effort and anxiety to find exactly what they need – with more convenience and speed – and leads to increased customer satisfaction with more conversions and revenue. Acquiring Reflektion reinforces Sitecore’s position as the leader in digital experience technologies that meets customers at the moment with more relevant, intuitive, and human experiences.”<h2>Elevating the E-commerce Experience with AI</h2>Reflektion brings an array of complementary commerce, AI, and personalization capabilities to Sitecore, which will further augment the DXP's acquisition of <a target="_blank" href="https://www.cmscritic.com/sitecore-acquires-boxever-and-four51/">Four51,</a> <a target="_blank" href="https://www.cmscritic.com/sitecore-acquires-boxever-and-four51/">Boxever</a>, and <a target="_blank" href="https://www.cmscritic.com/sitecore-acquires-moosend-adds-ai-powered-email-marketing-automation/">Moosend</a>. Together, this nexus of data and deep learning technologies will allow Sitecore to seamlessly deliver intelligent, personalized, real-time information across channels.Four51’s API-first, headless e-commerce solution enables organizations to quickly and easily deliver engaging shopping experiences, helping them improve customer satisfaction, loyalty, and advocacy. Four51’s feature set complements their existing B2C commerce capabilities while the Customer Data Platform (CDP) Boxever enhances customer intelligence with AI-driven personalization tools – making it easy to capture, unify and activate customer data and deliver personalized experiences at scale.With a robust stack powering their growth across data and digital commerce, search presents an ideal channel for connecting and expanding Sitecore's breadth of capabilities – and Reflektion delivers on that vision.“Since its inception eight years ago, Reflektion has become recognized for its unique approach to search-product discovery technology," said Amar Chokhawala, Founder and Chief Executive Officer at Reflektion. "Our technology uses AI to adjust each consumer’s digital experience, in the moment, based on diverse data from multiple channels. I am proud of the passionate team at Reflektion who has been successful in bringing our AI-first approach to many site-search deployments for large e-commerce and retailers’ websites. With Sitecore, the Reflektion team and customers will be able to continue to leverage the enhancement of digital experiences, leading to continued growth and results for all.”The acquisition is expected to close in September 2021.<h2>Ramping Up the Competition</h2>Sitecore fired a "shot heard 'round the DXP world" last January when it announced its ambitious $1.2 billion growth strategy – which brewed speculation amongst competitors and analysts alike.While the mature market player celebrated its fourth year in a row as a Leader on <a target="_blank" href="https://www.cmscritic.com/key-takeaways-from-gartners-2021-magic-quadrant-for-digital-experience-platforms/">Gartner’s Magic Quadrant for DXPs</a>, it fell slightly behind both Acquia and Episerver (now Optimizely). <img src="https://cmscritic.com/ms-content/uploads/2021/01/gartner-magic-quadrant-for-digital-experience-platforms-2021.png" alt="Gartner Magic Quadrant for Digital Experience Platforms-2021" /><a target="_blank" href="https://www.contentful.com/resources/forrester-wave-agile-cms-2021-report/">Forrester’s Q1 Wave Report for Agile CMSes</a> paints a similar picture. Since 2019, Sitecore has elevated its Strong Performer status, now straddling the fence of the Leaders circle with a wider market presence. But like the Gartner MQ, they are lagging behind Acquia and Optimizely.With the acquisition of Boxever, Four51, Moosend, and now Reflektion, Sitecore seems poised to pounce. As competition heats up at the highest level of the enterprise, CMS and DXP players are accelerating their investment in innovation – and buying up the missing pieces to their platform puzzle. With consumers relying more on AI-driven voice assistants like Siri and Alexa, the channel opportunities for search are expanding in dynamic ways. Sitecore's bid to stay top-of-mind and top-of-market will require more than acquisitions. But their stack is looking more like a vision – and that's what every platform is searching for.<h2>About Sitecore</h2>Sitecore delivers a digital experience platform that empowers the world’s smartest brands to build lifelong relationships with their customers. A highly decorated industry leader, Sitecore is the only company bringing together content, commerce, and data into one connected platform that delivers millions of digital experiences every day. Leading companies including American Express, ASOS, Kimberly-Clark, L’Oréal and Volvo Cars rely on Sitecore to provide more engaging, personalized experiences for their customers. Learn more at <a target="_blank" href="https://www.sitecore.com/">Sitecore.com</a>.<h2>About Reflektion</h2>Reflektion’s Digital Commerce Experience Platform for eCommerce and Retail listens to the behaviors of each individual shopper, utilizes <a target="_blank" href="https://reflektion.com/glossary/artificial-intelligence-ai/">Artificial Intelligence</a> to calculate their preferences and intent, and then responds to every moment-to-moment interaction by displaying the most relevant content and products in real-time and across the digital touchpoints that matter most—including preview and site search, product recommendations, category and <a target="_blank" href="https://reflektion.com/glossary/landing-page/">landing pages</a>, and email.Leading retail brands such as Skechers, Ulta, Reeds, Petco, Ascena and RiteAid rely on Reflektion’s platform.Founded by pioneers in Artificial Intelligence and awarded both the Best eCommerce Solution and Best Overall Business Technology Solution by SIIA in 2019, Reflektion combines individual shopper insights, product intelligence, and <a target="_blank" href="https://reflektion.com/glossary/artificial-intelligence-ai/">AI</a> to create more relevant and impactful eCommerce experiences.

Sitecore Acquires AI-Powered Search Platform Reflektion

paris-tuzun

commercetools, a leading headless e-Commerce platform, recently announced the acquisition of Frontastic, a composable frontend platform. 
The purchase comes just a few months after commercetools announced a $140 million <a href="https://commercetools.com/press-releases/commercetools-secures-140m-series-c-funding-round-to-accelerate-global-growth" target="_blank">Series C funding round</a> – a plump investment, to be sure, and one that the company hopes will broaden the reach of its game-changing commerce technology for creating differentiated user experiences.
It's worth noting that commercetools was one of the earlier headless commerce platforms on the scene, helping to shape the modern standards for headless commerce. Their decoupled environment now enables a multitude of commerce capabilities across an ever-growing network of channels and endpoints. Like other platforms in the composable field, commercetools also embraces the <a href="https://machalliance.org/" target="_blank">MACH principles</a> – providing a truly open, modular environment that enables businesses to quickly embrace innovation and respond to change.  
"We've been partnering with the Frontastic team since the very beginning and see a huge market opportunity for their Composable Frontend Platform around the world," said Dirk Hoerig, CEO, and Co-Founder of commercetools. "With this powerful combination, we're bringing the MACH (Microservices, API, Cloud, and Headless) movement to the mid-market as well as to digital business teams so that more companies can benefit from modern commerce experiences."
commercetools has enjoyed a strong presence in Europe and North America, but their global aspirations are clear. Their expansion will undoubtedly be bolstered by their "Leader" position on <a href="https://www.gartner.com/en/documents/4005295/magic-quadrant-for-digital-commerce" target="_blank">Gartner's 2021 Magic Quadrant for Digital Commerce</a> – making this their second consecutive year in this coveted segment. 
<img style="max-width:487px" src="https://cmscritic.com/ms-content/uploads/2021/11/gartner-magic-quadrant-for-digital-commerce-2021-quadrant-graphic.png" alt="Gartner Magic Quadrant for digital commerce 2021 Quadrant" />
In a previous article, we featured commercetools as one of <a href="https://www.cmscritic.com/top-headless-commerce-platforms/" target="_blank">our Top Headless Commerce Platforms</a>, so be sure to check that out.
<h3>What is Frontastic?</h3>
<img src="https://cmscritic.com/ms-content/uploads/2021/11/frontastic-header.png" alt="frontastic workflow" />
Based in Germany, Frontastic is a composable frontend platform for API-First e-Commerce and headless CMSes. It enables brands to build websites quickly and easily with headless capabilities by removing the complexity for developers – and giving business teams autonomy and flexibility. 
Frontastic combines four tools:
<ol>
<li>An API hub that includes standard integrations for commerce, content, search, and connectivity to any API.</li>
<li>Developer tooling that includes a CLI to manage components with a built-in workflow to go from development to testing to production.</li>
<li>Frontastic Studio, an easy-to-use interface that enables teams to manage pages, components, navigation, and layouts.</li>
<li>Frontend delivery via a Progressive Web App (PWA) – which provides great performance and an app-like user experience – and server-side rendering that ensures fast delivery and SEO-friendly pages.</li>
</ol>
While their combined capabilities have yet to be fully explored, the existing partnership between commercetools and Frontastic will likely enable a more efficient time to integration.
"We're excited to become part of the impressive commercetools growth story," said Thomas Gottheil, CEO, and Co-Founder at Frontastic. "We created Frontastic to help enterprises build the best shopping experiences – regardless of which commerce platform they use. By joining forces with commercetools, we can support even more brands on a global scale."
<h2>The impact of headless commerce and MACH architecture</h2>
As companies accelerated their digital transformation strategies throughout the Covid-19 pandemic, the retail industry – hit hard by the shutdown of brick-and-mortar storefronts – drove the leap to digital commerce. To be sure, many organizations already had an integrated strategy for selling in both physical and online stores. However, in the throes of the pandemic, those online stores became their only channel, and they invested heavily in e-Commerce solutions that could amplify their capabilities and be quickly deployed.
You've probably heard the buzz around MACH and the evolution of composable architectures. If not, let's start with the basics: MACH is an acronym for Microservices-based, API-first, Cloud-native, and Headless. While the MACH architecture is a relatively new concept, it's quickly gaining popularity due to its modular nature – allowing businesses to compose the best tools to meet their exact business requirements and scale their experiences rapidly. 
The <a href="https://www.cmscritic.com/top-headless-commerce-platforms/" target="_blank">headless</a> approach has moved from niche to normal. While the "<a href="https://www.akana.com/blog/composable-architecture" target="_blank">composable architecture</a>" concept is much newer, it's also becoming more popular as digital transformation enters its next wave. And it makes sense: leading up to Covid, digital stacks were already becoming decoupled and less monolithic, all driven by the rise of the <a href="https://www.openapis.org/" target="_blank">open API</a>. Much of this investment in a composable enterprise is driven by the rise in composable commerce and its impact on the application landscape. 
Gartner predicts that by 2023, organizations that embrace composability will <a href="https://www.gartner.com/en/documents/3986490/composable-commerce-must-be-adopted-for-the-future-of-ap" target="_blank">outpace the competition by 80%</a> in implementing new product features.
commercetools, which made the exclusive 2021 list of privately held "unicorn companies" worth over $1 billion, has experienced accelerated growth over the past year, with recent customer wins that include Alcon, Debenhams, Direct Wines, Express, LEGO, L.L. Bean, Screwfix, Volkswagen, and Zenni Optical. With the addition of the Frontastic composable frontend technology to the company's product portfolio, commercetools is building a broader set of commerce technology services to support global enterprises – and ultimately reinvent e-Commerce.
<h2>About Frontastic</h2>
Founded in 2017, Frontastic is a composable frontend platform that unites business and development teams to build amazing commerce sites on headless – fast. It connects to any API to unify tech landscapes and provides the necessary tools so commerce teams can focus on innovating new features. Within a short time, the company has successfully established itself as the new standard for commerce frontends, with its customers seeing up to 50% higher conversion rates and up to 50% faster time to market.
Find out more about Frontastic on <a href="http://www.frontastic.cloud/" target="_blank">www.frontastic.cloud</a>, <a href="https://twitter.com/frontasticGmbH" target="_blank">Twitter</a>, and <a href="http://www.linkedin.com/company/frontastic-gmbh/" target="_blank">LinkedIn</a>.

commercetools Acquires Frontastic, Adds Composable Frontend Capabilities to Headless Commerce

Composite image of the commercetools and frontastic logos on a blended background

<a href="https://www.hyland.com/en">Hyland</a>, an enterprise content management (ECM) and process management provider, has <a href="https://news.hyland.com/hyland-enters-into-agreement-for-the-acquisition-of-nuxeo">signed an agreement</a> providing for exclusive negotiations to acquire <a href="https://www.nuxeo.com/">Nuxeo</a> – a content services and digital asset management (DAM) platform.
A leading ECM provider, Hyland is best known for its <a href="https://www.onbase.com/en">Onbase</a> and <a href="https://www.hyland.com/en/perceptive">Perceptive</a> content management products, which securely centralize enterprise content and deliver relevant information to users across a wide variety of industries – including healthcare, finance, insurance, higher education, and manufacturing.
Nuxeo offers a cloud-native, open-source, low-code platform with content services and DAM capabilities, among others.
“We’ve innovated an entirely modern platform that provides both enterprise-class content services and digital asset management capabilities," said Eric Barroca, CEO of Nuxeo. "And we look forward to bringing these capabilities to the Hyland portfolio as well as leveraging Hyland’s considerable global resources to deliver even greater success to our customers and partners."
<h3>A Leader on the Gartner Magic Quadrant for Content Services Platforms</h3>
<figure class="kg-card kg-image-card"><img src="https://cmscritic.com/ms-content/uploads/2021/03/figure_1_magic_quadrant_for_content_services_platforms.png" alt="Magic Quadrant for Content Services Platforms" style="max-width:570px" /></figure>
Hyland has been a consistent force in the ECM and content services landscape, commanding the second-place position in the Leader Quadrant of <a href="https://www.hyland.com/en/explore/gartner-magic-quadrant-for-content-services-platforms">Gartner’s 2020 Magic Quadrant for Content Services Platforms</a>.
While Hyland has been trailing right behind <a href="https://www.microsoft.com/en-us/microsoft-365/blog/2020/12/08/over-200-million-users-rely-on-sharepoint-as-microsoft-is-again-recognized-as-a-leader-in-the-2020-gartner-content-services-platforms-magic-quadrant-report/#:~:text=Leading%20in%20the%20Gartner%20Content,Platforms%20Magic%20Quadrant%20for%202020.">Microsoft’s 365 platform</a> (fueled primarily by <a href="https://www.microsoft.com/en-us/microsoft-365/sharepoint/collaboration">Sharepoint</a>), they were also being followed closely by <a href="https://www.alfresco.com/">Alfresco</a>, a fast-growing open-source content services platform that was gaining ground in the market but still viewed as a somewhat niche solution by large enterprises.
Following suit with many other CMS and DXP platforms in the last year, Hyland <a href="https://www.cmscritic.com/hyland-acquires-alfresco-focuses-on-cloud-and-global-expansion-of-enterprise-cms/">acquired Alfresco</a> in 2020, eliminating their next closest competitor and changing the game in the leadership grid.
While buying a competitor is far from novel, Alfresco’s low-code tools – combined with its ability to integrate artificial intelligence (AI) and machine learning (ML) services from <a href="https://www.alfresco.com/ecm-software/aws">cloud providers like AWS</a> – were likely key factors in Hyland's decision, enabling them to accelerate their modernization efforts.
<h3>Adding Nuxeo's low-code AI service and DAM capabilities</h3>
With the Nuxeo acquisition, Hyland is consuming another competitor – this time from the Visionary quadrant of Gartner's MQ for Content Services Platforms.
Nuxeo brings some unique assets to Hyland that may translate into significant advantages against Microsoft and Sharepoint. First, it gains <a href="https://www.nuxeo.com/content-services-platform/ai/">Nuxeo Insight</a> – an AI offering that enables customers to use their own data and content to train custom ML models for a variety of business applications. This includes enriching content with metadata, classifying people, products and records, automating forms processing, and more.
The critical advantage with Nuxeo Insight is that it generates ML models that are trained with a customer’s own data – rendering them far more accurate and insightful than typical AI services offered through public clouds (like AWS).
Nuxeo is also known for its strong enterprise <a href="https://www.nuxeo.com/solutions/dam-digital-asset-management/">DAM capabilities</a>, which provide out-of-the-box solutions for enterprises. Additionally, its large-scale repository – which includes NoSQL and distributed file system options – provides storage and scalability support for organizations with a large number of documents.
In fact, last year, Nuxeo proved its scalability performance with an <a href="https://benchmarks.nuxeo.com/11-billion-benchmark-story/">11-billion-object benchmark test</a> on AWS.
<h3>What does the Nuxeo acquisition mean for Hyland?</h3>
Considering some of Hyland’s core industry verticals – specifically finance – Nuxeo may be well worth the investment. Along with its cloud-native, low-code solutions, Nuxeo's open source community and AI-driven capabilities address key gaps in Hyland's modernization strategy, and will likely be a source of continued product innovation.
The transaction is expected to close in April 2021. Until that time, both companies will continue to operate as two companies. Upon transaction close, Nuxeo's business will be integrated into Hyland.
<h3>About Nuxeo</h3>
<a href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=3043355-1&amp;h=141805745&amp;u=https%3A%2F%2Fwww.nuxeo.com%2F%3Futm_source%3DPRNewswire%26utm_medium%3Dpress%2520release%26utm_campaign%3Dhitrust&amp;a=Nuxeo">Nuxeo</a>, the developer of the leading Content Services Platform, is reinventing <a href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=3043355-1&amp;h=1356444015&amp;u=https%3A%2F%2Fwww.nuxeo.com%2Fproducts%2Fenterprise-content-management%2F%3Futm_source%3DPRNewswire%26utm_medium%3Dpress%2520release%26utm_campaign%3Dhitrust&amp;a=enterprise+content+management">enterprise content management</a> (ECM) and <a href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=3043355-1&amp;h=3747046695&amp;u=https%3A%2F%2Fwww.nuxeo.com%2Fproducts%2Fdigital-asset-management%2F%3Futm_source%3DPRNewswire%26utm_medium%3Dpress%2520release%26utm_campaign%3Dhitrust&amp;a=digital+asset+management">digital asset management</a> (DAM). Nuxeo makes it easy to build smart content applications that enhance customer experiences, improve decision making, and accelerate products to market. Its cloud-native, low-code platform has been deployed by large enterprises worldwide. Customers like Electronic Arts, TBWA, ABN AMRO, and CVS have used Nuxeo's technology to transform the way they do business. Founded in 2000, the company is based in New York with offices across the United States, Europe, and Asia. Learn more at <a href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=3043355-1&amp;h=1092214406&amp;u=https%3A%2F%2Fwww.nuxeo.com%2F%3Futm_source%3DPRNewswire%26utm_medium%3Dpress%2520release%26utm_campaign%3Dhitrust&amp;a=www.nuxeo.com">www.nuxeo.com</a>.
<h3>About Hyland</h3>
<a href="https://www.hyland.com/">Hyland</a> is an enterprise content management (ECM) software platform, combining integrated document management, business process management, and records management in a single application. Hyland software allows organizations to manage, control, and share digital content with employees, business partners, customers, and other constituencies. Learn more at <a href="https://www.hyland.com/en">www.hyland.com</a>

Hyland Enters Agreement to Acquire Nuxeo

Optimizely (formerly Episerver), a leading Digital Experience Platform, <a href="https://www.episerver.com/company/press-room/optimizely-strengthens-its-digital-experience-leadership-with-acquisition-of-customer-data-platform-zaius">announced today that it has acquired Zaius</a>, a Customer Data Platform (CDP).
The announcement comes just months after the company’s <a href="https://www.cmscritic.com/episerver-to-acquire-optimizely-the-worlds-leading-experience-optimization-platform/">acquisition of Optimizely</a> last September, which led to <a href="https://www.cmscritic.com/episerver-rebrands-as-optimizely-following-acquisition/">Episerver's rebranding</a> of its entire organization under the Optimizely banner.
“At Zaius, we’ve always believed that having the customer’s context was the unfair advantage to creating the most relevant experiences for customers,” said Spencer Pingry, co-founder and co-CEO of Zaius. “Analytics, segmentation, predictions, and personalization fueled by this context lead to experiences that drive customer loyalty. We are proud of how that has created growth for our customers and partners, and look forward to joining Optimizely to expand that story.”
<h3>The race for customer data</h3>
As enterprise content management (CMS) and digital experience (DXP) platforms battle for market share, customer data has become an almost essential component in the fight. With the purchase of Zaius, Optimizely is now positioned with a data-driven stack of services that will power digital experiences for customers – and elevate their competitive posture.
Breaking down "data silos" has become a critical objective for many organizations. According to <a href="https://learn.segment.com/customer-data-platform-report-2021/">Segment’s 2021 CDP Report</a>, 73% of companies say that a CDP will be instrumental to their customer experience strategy. Based on the metrics detailed in the report, 2020 saw exponential growth in customer data – and that only appears to be growing.
DXPs have recognized this problem, and are now making rapid progress towards unifying their data. For example, in the CDP layer of the stack, Segment is connecting customer data from fragmented corners of the ecosystem. This is why Twilio dropped a whopping $3.2 billion to <a href="https://www.cmscritic.com/twilio-acquires-segment-for-3-2b-adds-market-leading-cdp-for-building-data-driven-apps/">acquire Segment</a> for building and powering data-driven apps.
Likewise, <a href="https://www.cmscritic.com/adobe-experience-cloud-adds-new-headless-cms-capabilities-updates-to-commerce-integration/">Adobe has invested</a> heavily in the customer data column, enhancing their platform capabilities for creating personalized, app-like experiences that leverage customer data from end to end. And most recently, <a href="https://www.cmscritic.com/sitecore-acquires-boxever-and-four51/">Sitecore acquired Boxever</a> – adding a proven CDP to their ecosystem.
<h3>Combining DXP and CDP capabilities</h3>
Optimizely lost little time catching up with the other big platforms (like Adobe), acknowledging that organizations can no longer rely on third-party customer data to personalize experiences. With Zaius, Optimizely will be able to bridge what has traditionally been disconnected data points and bring them into context with one another.
In addition to being data-driven, Optimizely aspires to be customer-centric. With Zaius, they will now be able to segment customer data in combination with their interactions, observe behaviors through experiments, and gain powerful insights. Having a complete understanding of all those factors will enable Optimizely’s customers to create hyper-personalized experiences and maximize their ROIs.
Zaius’s segmentation engine – coupled with Optimizely’s behavioral data from experiments and transactional insights from its content and commerce platform – will provide a new level of agility. Powered by out-of-the-box AI/ML predictions, the combined platform can unlock even more value by providing visibility and guidance through the lens of the customer.
Zaius also brings 50 pre-built app connectors to Optimizely – including <a href="https://www.shopify.com/">Shopify</a>, <a href="https://www.snowflake.com/">Snowflake</a>, and <a href="https://www.zendesk.com/">Zendesk</a> – which are available as one-click integrations. These connectors rapidly streamline the data integration process and automate identity resolution with consent management.
<h3>A Leader on the Gartner MQ for DXP</h3>
Optimizely has been recognized as a Leader for the second consecutive year in the <a href="https://www.cmscritic.com/key-takeaways-from-gartners-2021-magic-quadrant-for-digital-experience-platforms/">Gartner 2021 Magic Quadrant for Digital Experience Platforms</a>, trailing right behind Adobe and <a href="https://www.acquia.com/">Acquia</a>.
<figure class="kg-card kg-image-card"><img style="max-width:600px" src="https://cmscritic.com/ms-content/uploads/2023/08/s_34fafa0fd97f0b313e9551a1a563ae47406307c485dcb3a22cab4c5d6a2125fe_1616432299291_figure_1_magic_quadrant_for_digital_experience_platforms.png" /></figure>
While the players have shifted positions from 2020, the crop of leaders has made significant investments or acquisitions in customer data platforms to compete more effectively.
On the opposite end of the spectrum, Salesforce has been gaining ground against DXPs in the Challenger quadrant. As the world’s leading CRM and customer data platform, they have elevated their position by addressing key deficiencies on the experience and content management side – which includes the <a href="https://www.cmscritic.com/salesforce-cms-review-evolving-a-crm-powerhouse-into-a-dxp-challenger/">launch of their own CMS</a> in late 2019.
<h3>What's next for Optimizely and Zaius</h3>
With the purchase of Zaius, Optimizely has fully stacked their deck – adding the all-important customer data piece to the puzzle. As they begin to integrate the core capabilities into their platform offering, it's conceivable that they may give Acquia and Adobe a run for their money in next year's MQ report.
As 2021 continues to unfold, we'll be watching the impact of this investment and how it continues to shape Optimizely's strategy.
<h3>About Optimizely (Episerver)</h3>
<a href="http://www.optimizely.com/">Optimizely</a> (Episerver) is on a mission to help people unlock their digital potential. With their leading digital experience platform (DXP), they equip teams with the tools and insights they need to create and optimize in new and novel ways. Now, companies can operate with data-driven confidence to create hyper-personalized experiences. Building sophisticated solutions has never been simpler. Optimizely’s 900+ partners and 1100+ employees in offices around the globe are proud to help more than 9,000 brands, including Toyota, Santander, eBay, KLM, and Mazda, enrich their customer lifetime value, increase revenue and grow their brands.
<h3>About Zaius</h3>
Zaius is the Activated Customer Data Platform that assists growing brands to achieve higher customer lifetime value by delivering relevance across the entire customer journey, from anonymous browsers to loyal shoppers. Zaius aligns entire organizations around customer data allowing digital leaders to create relevant customer experiences through harmonization of their data, understanding and action that differentiates their brand and drives customer loyalty.

Optimizely Acquires Customer Data Platform Zaius

CMS Summit 26

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What's ahead for CMS in the agentic era?

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Another week, another big twist in the enterprise CMS and DXP battle for market dominance.
This time, it’s Sitecore making waves, proving there’s only one thing better than acquiring a strategic company – and that’s buying two at the same time.
Just weeks after unveiling a <a href="https://www.cmscritic.com/sitecore-embarks-on-1-2b-investment-plan-to-accelerate-growth/">$1.2 billion investment plan</a> to fund innovation and accelerate growth, Sitecore <a href="https://www.sitecore.com/company/news-events/press-releases/2021/03/sitecore-acquires-boxever-and-four51">announced</a> it has entered into definitive agreements to acquire <a href="https://www.boxever.com/">Boxever</a>, a SaaS-based Customer Data Platform (CDP) providing decisioning and experimentation, and <a href="https://four51.io/">Four51</a>, a digital commerce pioneer that powers custom, highly scalable e-commerce B2B marketplace solutions.
When Sitecore originally announced its daring yet elusive investment plan in mid-January, there was a great deal of speculation about their strategy. Very little was revealed about how the funds would be used, or if any acquisitions were on the horizon.
With this move, Sitecore has answered a big part of the market's questions – and positioned themselves to better compete at the top with the likes of <a href="https://www.cmscritic.com/acquia-digital-commerce-unifies-data-content-commerce-and-digital-merchandising/">Acquia</a>, <a href="https://www.cmscritic.com/episerver-to-acquire-optimizely-the-worlds-leading-experience-optimization-platform/">Optimizely</a> (formerly Episerver), and <a href="https://www.cmscritic.com/adobe-experience-cloud-adds-new-headless-cms-capabilities-updates-to-commerce-integration/">Adobe</a>.
<h3>Adding Customer Data Platform (CDP) capabilities</h3>
One of the gaps that every CMS and DXP is racing to address exists around customer data. As brands and organizations demand greater personalization to optimize value and loyalty throughout the buying cycle, customer data is fueling the experience management engine – and having a CDP strategy is no longer a luxury, but a necessity.
Boxever has been on a roll with its CDP offering. The platform provides a rich, 360-degree view of customers with advanced segmentation, real-time decisioning, and experimentation capabilities. The system acts as the “brain” within an organization’s marketing stack, rendering every customer interaction more relevant and engaging.
With Boxever’s multi-dimensional capabilities, Sitecore will be able to enhance customer intelligence with AI-driven personalization tools, making it easy to capture, unify and activate customer data and deliver personalized experiences at scale.
<h3>Elevating headless e-commerce</h3>
As the Covid-19 pandemic accelerated digital transformation, brands discovered <a href="https://www.historyofheadlesscommerce.com/">headless commerce</a> – and leaned on its extensible framework to rapidly power their omnichannel strategies.
Four51’s API-first, headless e-commerce solution enables organizations to quickly and easily deliver engaging shopping experiences, helping them improve customer satisfaction, loyalty, and advocacy.
According to Sitecore, Four51’s feature set will complement their existing B2C commerce capabilities, enabling them to define the digital experience market in new ways. Additionally, the combined offering will require less upfront investment, with a horizon of continuous innovation and a dramatically shorter time to value.
<h3>Competing in a growing field of Digital Experience Platforms</h3>
For Sitecore, the pandemic has highlighted the need for a flexible and modern Digital Experience Platform (DXP) to provide organizations with both agility and intelligence to keep pace with changing demands.
While CMS platforms have begun to migrate their capabilities to meet the definition of a DXP, the goalposts continue to move – driven by rapidly accelerating innovation and consolidation.
Like its competitors, Sitecore recognizes the gaps and is making bold moves to shore them up. By integrating Boxever and Four51 with their proven suite of capabilities, Sitecore will be positioned to deliver a true content-to-commerce, SaaS-based DXP.
The resulting solution would enable businesses to deliver real-time, personalized digital experiences across every touchpoint, including the full buying cycle from order fulfillment to service beyond the sale. Technical organizations will also get an open stack built for modern architectures, with applications that are more intelligent, agile and always up-to-date.
<h3>Buyer’s remorse?</h3>
In their announcement, Sitecore acknowledged the skepticism surrounding the recent trend of acquisitions and consolidations in the marketing technology sector.
Still, the CDP train seems unstoppable. Gartner has <a href="https://www.gartner.com/en/documents/3983209/market-guide-for-customer-data-platforms">predicted</a> that “70% of independent CDP vendors will be acquired by larger marketing technology vendors or will diversify through M&amp;A of their own to enter adjacent categories such as personalization, multichannel marketing, consent management, and/or MDM for customer data.”
But is all this activity paying off? Unfortunately, the data suggests that most of these strategic acquisitions have left customers feeling disappointed with the feature sets, particularly around personalization.
In fact, Gartner has further <a href="https://www.gartner.com/en/newsroom/press-releases/2019-12-02-gartner-predicts-80--of-marketers-will-abandon-person">predicted</a> that 80% of marketers who have invested in personalization will abandon their efforts due to the lack of ROI and distrust from consumers due to growing privacy issues. <a href="https://www.cnbc.com/2021/03/03/google-says-it-wont-track-you-directly-in-the-future-as-it-phases-out-cookies.html">Google’s recent news</a> that it will phase out browser cookies for ads is the latest sign that the data privacy landscape is changing rapidly, and the impact on personalization will continue to evolve.
<h3>Consistent positioning from Gartner and Forrester</h3>
With the acquisition of Boxever and Four51, Sitecore is hoping to do more than just stay in the game – they clearly want to uplevel it. Perhaps these two pieces to the puzzle will prove highly advantageous to their near and long-term goals by offering a SaaS-based, API-first Digital Experience Platform that expands the breadth of their data and commerce capabilities.
<figure class="kg-card kg-image-card"><img style="max-width:600px" src="https://cmscritic.com/ms-content/uploads/2021/01/gartner-magic-quadrant-for-digital-experience-platforms-2021.png" alt="Gartner Magic Quadrant for Digital Experience Platforms-2021" /></figure>
Recently, both Gartner and Forrester issued their 2021 reports for enterprise DXP and CMS. While Sitecore celebrated its fourth year in a row as a Leader on <a href="https://www.cmscritic.com/key-takeaways-from-gartners-2021-magic-quadrant-for-digital-experience-platforms/">Gartner’s Magic Quadrant for DXPs</a>, it fell slightly behind both Acquia and Episerver (now Optimizely).
<a href="https://www.contentful.com/resources/forrester-wave-agile-cms-2021-report/">Forrester’s Q1 Wave Report for Agile CMSes</a> paints a similar picture. Since 2019, Sitecore has elevated its Strong Performer status, now straddling the fence of the Leaders circle with a wider market presence. But like the Gartner MQ, they are lagging behind Acquia and Optimizely – with Adobe maintaining its clear dominance in the category.
<h3>The impact of the CDP revolution</h3>
The recent announcement from Sitecore codified one thing: that CMS and DXP platforms are feverishly racing to add CDP to their core offerings.
According to <a href="https://learn.segment.com/customer-data-platform-report-2021/">Segment’s industry report</a> released last month, 73% of companies reported that a CDP will be critical to their customer experience, and integrating that capability can enhance the value of a content management or digital experience platform.
As a side note, <a href="https://www.cmscritic.com/twilio-acquires-segment-for-3-2b-adds-market-leading-cdp-for-building-data-driven-apps/">Segment was acquired by Twilio</a> in November 2020 for $3.2 billion. This move further demonstrates that CDPs are broadly viewed as a strategic acquisition for a multitude of technology platforms – particularly in a COVID-19 world where organizations require more access to data-driven tools to grow and compete.
The explosive growth in this category is made abundantly clear in the graph below:
<img style="max-width:700px" src="https://cmscritic.com/ms-content/uploads/2021/03/segment-cdp-report-data-1024x695.png" alt="Segment cdp report data" />
<h3>What’s next for Sitecore?</h3>
They say timing is everything. When Sitecore announced their ambitious investment plan, it was just the latest in a high-intensity cycle of headlines from across the martech stack – and may have been perceived as a response to other newsworthy activities.
Unlike their rivals, the lack of clarity around their $1.2 billion investment stirred questions about their market goals, compounded by growing competitive friction and setbacks. But behind the scenes, they clearly had their sights set on key acquisitions that would accelerate their growth and address the aforementioned gaps in their strategy.
With the integration of Boxever and Four51, Sitecore can now deliver what the market needs: industry-leading content and customer data management, omnichannel delivery, headless commerce, testing, journey optimization, and more. With these capabilities in their toolkit, they are better positioned to compete at the top of the market.
The acquisitions are expected to close before the end of March 2021, and financial terms are not being disclosed. Upon completion, the CEOs of both Boxever and Four51 will take on leadership roles – and Sitecore expects to invest and expand in both Boxever's Dublin, Ireland and Four51’s Minneapolis, Minnesota locations.
Now, which marketing technology vendor is bold enough to score a hat trick... and buy three companies at once?
<h3>About Sitecore</h3>
Sitecore delivers a digital experience platform (DXP) that empowers the world’s smartest brands to build lifelong relationships with their customers. A highly decorated industry leader, Sitecore is the only company bringing together content, commerce, and data into one connected platform that delivers millions of digital experiences every day. Leading companies including American Express, ASOS, Carnival Cruise Lines, Kimberly-Clark, L’Oréal, and Volvo Cars rely on Sitecore to provide more engaging, personalized experiences for their customers. Learn more at <a href="https://www.sitecore.com/">Sitecore.com</a>.

Sitecore Acquires Boxever and Four51

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Image of hand tapping on a mobile phone with Sitecore, Boxever, and Four51 logos on the front

Fresh off the acquisition of Optimizely last September, Episerver – a leading content management and digital experience platform – has announced that it will rebrand its entire organization under the Optimizely name.
Episerver’s move follows a string of jaw-dropping news from the top of the CMS and DXP industry. In the last two weeks alone, Sitecore <a href="https://www.cmscritic.com/sitecore-embarks-on-1-2b-investment-plan-to-accelerate-growth/">announced</a> that it had secured $1.2 billion in capital investment aimed at accelerating their growth and innovation. Just a few days later, Acquia introduced its <a href="https://www.cmscritic.com/acquia-digital-commerce-unifies-data-content-commerce-and-digital-merchandising/">Acquia Digital Commerce</a> platform, the latest in a line of new products and partnerships that are driving their market expansion.
As a leader on the <a href="https://www.episerver.com/reports/gartner-magic-quadrant-for-digital-experience-platforms">Gartner Magic Quadrant for Digital Experience Platforms</a>, Episerver is already well-positioned within the DXP landscape. However, the acquisition of Optimizely has launched a new direction for the company, elevating “Optimization as a Service” to the forefront of their product and service stack.
While it’s not uncommon for companies to change their name after a merger or acquisition, this is a bold move for Episerver. By adopting the Optimizely brand, they are changing the narrative and focusing on web targeting, testing, and recommendations to help power – and optimize – the customer experience.
<h3>The reason behind Episerver’s decision</h3>
Episerver’s roots date back to 1994. What began as web-based electronic mail system has evolved into a connected, multi-faceted platform that includes CMS, Commerce, and DXP. Over the years, they have acquired multiple technologies in an effort to expand their ecosystem and enhance the value of their offerings. This includes <a href="https://www.episerver.com/company/press-room/episerver-acquires-omnichannel-personalization-vendor-peerius">Peerius</a> in 2016, a UK-based commerce personalization company, and most recently Optimizely.
Episerver has certainly established its brand on a global stage, competing with the likes of <a href="https://www.adobe.com/marketing/experience-manager.html">Adobe</a>, <a href="https://www.cmscritic.com/acquia-launches-new-open-digital-experience-platform/">Acquia</a>, and <a href="https://www.cmscritic.com/sitecore-updates-experience-platform-and-experience-commerce-releases-new-sitecore-content-hub/">Sitecore</a>. But with such a long and storied rise to market leadership, why change their name?
In a statement from the company, Episerver says that it conducted thorough research with customers, partners, and industry leaders to gauge their overall brand perception. This led to the decision to adopt the Optimizely brand, which aligned more intently with their vision.
<img style="max-width:600px" src="https://cmscritic.com/ms-content/uploads/2021/01/gartner-magic-quadrant-for-digital-experience-platforms-2021.png" alt="Gartner Magic Quadrant for Digital Experience Platforms-2021" />
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<h3>Positioning for greater competition</h3>
While Gartner’s Magic Quadrant for DXPs remains relatively trim, the crowd has thickened in 2020. With players like Salesforce and SAP entering the fray by offering more complete solutions, traditional CMS platforms are struggling to find footing and compete at the enterprise level.
While the move away from monolithic services to custom stacks is still the general trend, leading brands and organizations are in pursuit of personalization – and hungry for real solutions. As CRM platforms like Salesforce and Hubspot bring CMS into their portfolios, stalwarts like Episerver are facing increased pressure to expand their capabilities in new directions.
The Optimizely acquisition gives Episerver an edge in the personalization category, allowing them to deliver on the promise of a truly complete digital experience platform for testing and optimization. This is reinforced by their concept of <a href="https://www.episerver.com/products/capabilities/optimization-as-a-service">Optimization-as-a-Service</a>, which combines the best attributes of targeting, testing, and recommendations from both <a href="https://www.optimizely.com/platform/experimentation/">Optimizely Web</a> and <a href="https://www.episerver.com/products/capabilities/web-content-recommendations">Episerver Content Recommendations</a>.
“We believe that every experience can and should be optimized,” says Alex Atzberger, CEO of Episerver. “We all know the real work only starts when the site or digital experience goes live. Optimizely’s name captures this ambition.”
<h3>What does the change mean for Episerver?</h3>
The new Optimizely aims to deliver the most modern digital experience platform with headless CMS and commerce, experimentation, AI-driven recommendations, and many other market-leading digital experience components. As part of their mission, they endeavor to remove the “guesswork” and “gut decisions” from optimization, replacing it with data-driven insights.
“Digital experience is a journey without a finish line,” says Atzberger. “Ultimately, our customers want to innovate and use data to confidentially create and optimize every customer experience based on actual outcomes. The Optimizely brand very much galvanizes this vision and uniquely positions us to define the future of the DXP market.”
Bringing together robust capabilities for data, content, commerce, and optimization, Optimizely empowers brands to unlock behavior-based decision-making, confident creation, and outsized outcomes. Optimizely now offers an even more robust combination of user and site-level data, tied with omnichannel experimentation insights – giving marketers, merchandisers, and developers the advanced analytics they need to understand what is happening in each experience as well as how to continually optimize it.
“We’re pleased to see Episerver make the shift to become known as Optimizely, elevating an already well-known brand with a benefit to create, connect and optimize the customer experience across a growing number of digital channels. This move represents a differentiator for the company in the digital experience market,” said Marci Maddox, Research Director, Digital Experience Strategies, IDC. “The value optimization brings to the digital experience is often underestimated, and the new Optimizely brand gives the company an opportunity to marry creative personalization with data-driven optimization techniques. The digital experience services market is evolving quickly, and there is a significant opportunity for Optimizely to be a leader in the space with its data-driven approach to optimizing every experience along the customer journey.”
In 2020, Episerver and Optimizely recorded double-digit revenue growth, supporting go-lives for more than 250 customer including Microsoft, Atlassian, KLM, and the Wall Street Journal. The fourth quarter marked accelerated growth for both companies and their DXP offerings in particular, with Optimizely B2B Commerce Cloud and Content Cloud seeing more than 20% growth. The new Optimizely plans to hire 40+ new employees per month through the first half of 2021 to fuel their continued growth.
<h3>What’s next for Optimizely and the DXP Industry</h3>
There’s no question about it: change and consolidation are rampant in the upper echelon of the CMS and DXP marketplace. In an increasingly digital world that’s been forced to transform throughout the Covid-19 pandemic, opportunities are abundant – but competition is fierce. The winners will be able to offer more completeness of vision, not just single products or solutions. This is where Episerver and Optimizely have excelled and will continue to do so as a combined force.
While Episerver has strong awareness and a solid heritage, adopting the Optimizely name might be one of their smartest moves yet. It’s still a slick, up-and-coming brand that’s certain to give the aging CMS a shot in the arm – and allow them to shape the future of the digital customer experience.
<h3>About Optimizely (Episerver)</h3>
<a href="http://www.optimizely.com/">Optimizely</a> (Episerver) is on a mission to help people unlock their digital potential. With their leading digital experience platform (DXP), they equip teams with the tools and insights they need to create and optimize in new and novel ways. Now, companies can operate with data-driven confidence to create hyper-personalized experiences. Building sophisticated solutions has never been simpler. Optimizely’s 900+ partners and 1100+ employees in offices around the globe are proud to help more than 9,000 brands, including Toyota, Santander, eBay, KLM, and Mazda, enrich their customer lifetime value, increase revenue and grow their brands.

Episerver Rebrands as Optimizely Following Acquisition

Image showing Episerver turning to Optimizely

With <a href="https://www.statista.com/statistics/805656/number-youtube-viewers-worldwide/" target="_blank">1.86 billion YouTube users</a> and the explosion of <a href="https://www.tiktok.com/en/" target="_blank">Tiktok</a>, it's clear that video is eating the internet. 
According to <a href="https://www.semrush.com/blog/youtube-stats/" target="_blank">statistics</a>, video is one of the most popular ways to consume content, with 85% of U.S. internet users accessing online video through YouTube at least once per week. Further, the demand for pandemic-induced streaming content is at an all-time high, with <a href="https://www.statista.com/statistics/250934/quarterly-number-of-netflix-streaming-subscribers-worldwide/" target="_blank">Netflix</a> counting 207.64 million paid subscribers worldwide in Q1 of 2021.
Of course, no one knows this better than <a href="https://www.adobe.com/" target="_blank">Adobe</a>, which powers best-of-breed video production via their flagship <a href="https://www.adobe.com/products/premiere.html" target="_blank">Premiere Pro</a> and <a href="https://www.adobe.com/products/aftereffects.html" target="_blank">After Effects</a> products. Speed continues to be a critical component when it comes to video content creators, and in recent years, other tools have disrupted the market – including basic tools like Wondershare's <a href="https://filmora.wondershare.com/?AFFILIATE=102100&amp;__c=1" target="_blank">Filmora</a> and free platforms like <a href="https://www.blackmagicdesign.com/products/davinciresolve/" target="_blank">DaVinci Resolve</a>. The widening expanse of choices has driven down costs and increased access to a wider range of users. 
To compete, Adobe is turning to the workflow "gap" that exists in the market around video collaboration. To shore up their offering and better position against the competitive field, the digital giant <a href="https://news.adobe.com/news/news-details/2021/Adobe-to-Acquire-Frame.io/default.aspx" target="_blank">has entered into an agreement to acquire Frame.io</a>, an industry-leading video collaboration platform. 
The transaction, valued at $1.275 billion, is expected to close during the fourth quarter of Adobe’s 2021 fiscal year.
<h2>What is Frame.io?</h2>
Frame.io streamlines the video production process by enabling video editors and key project stakeholders to collaborate using cloud-first workflows seamlessly. The cloud-native platform provides an elegant way to gather feedback from everyone involved in the video production – from the director to the script supervisor to all the people who need to approve the final project. 
<div class="embed-responsive embed-responsive-16by9 mb-4"><iframe src="https://www.youtube.com/embed/7LjejmHOiTw" frameborder="0" allowfullscreen="allowfullscreen"></iframe></div>
Recently, Frame.io launched "<a href="https://www.frame.io/c2c/" target="_blank">Camera to Cloud</a>," the fastest, easiest, and most secure way to instantly get footage from cameras to collaborators anywhere in the world. Adobe has already been working with Frame.io to collaborate on videos for their website, social media, and events.
<h2>Collaboration is the name of the game</h2>
In a pandemic-driven world, shooting on location or traveling to obtain footage is becoming a more arduous task – if not altogether impossible. In addition, more teams are expected to work remotely yet still deliver large volumes of video content, all at a time when the demand for video content is increasing exponentially. 
All these changes have forced the video industry to adapt and rethink, and Adobe has been leading the way by investing in tools and products to execute complex workflows across teams. As part of their evolution, they <a href="https://news.adobe.com/news/news-details/2020/Adobe-to-Acquire-Workfront/default.aspx" target="_blank">acquired Workflow</a> – a leading work management platform for marketers – for $1.50 billion last year. This was rivaled by Salesforce's <a href="https://www.cmscritic.com/cms-monthly-recap-salesforce-completes-acquisition-of-slack-contentsquare-accelerates-ml-capabilities-and-more/" target="_blank">recent acquisition of Slack</a>, the leading team communications platform. 
What's clear is that digital collaboration is now a key foundation of all creative endeavors. Video teams must produce an ever-increasing continuum of content, and each video project requires various stakeholders, including video editors, producers, agencies, and clients. 
Today’s video workflows are disjointed, with multiple tools and communication channels being used to solicit stakeholder feedback. Frame.io eliminates the inefficiencies of video workflows by enabling real-time footage upload, access, and in-line stakeholder collaboration in a secure and elegant experience across surfaces.
“We’ve entered a new era of connected creativity that is deeply collaborative, and we imagine a world where everyone can participate in the creative process,” said Scott Belsky, Chief Product Officer and Executive Vice President of Adobe's Creative Cloud. “With this acquisition, we’re welcoming an incredible customer-oriented team and adding Frame.io’s cloud-native workflow capabilities to make the creative process more collaborative, productive, and efficient to further unleash creativity for all.”
<img src="https://cmscritic.com/ms-content/uploads/2021/09/image-viewer.png" alt="Frame.io image viewer" />
Adobe’s acquisition of Frame.io brings Adobe Creative Cloud’s collaboration services to video. It builds on recent innovations for creative collaboration, including Adobe Creative Cloud Libraries, Cloud Documents, Design Systems in Adobe XD, Adobe Stock, and Adobe Fonts – which together with Frame.io, will make it easy for teams to collaborate across Adobe Premiere Pro, Adobe Photoshop, Adobe Illustrator, and other Adobe Creative Cloud applications.
The combination of Adobe’s industry-leading creative software and Frame.io’s review and approval functionality will deliver a collaboration platform that powers the entire video editing process.
<h2>Video workflows must empower all stakeholders</h2>
With the combination of Frame.io and Adobe, Creative Cloud customers – from video editors to producers to marketers – will benefit from seamless collaboration on video projects. Frame.io's workflow functionality will now be a native part of Adobe Creative Cloud applications like Adobe Premiere Pro, Adobe After Effects, and Adobe Photoshop.
<img src="https://cmscritic.com/ms-content/uploads/2021/09/commenting-and-collaboration.jpg" />
“Frame.io and Adobe share a vision for the future of video creation and collaboration that brings together Adobe’s strength in video creation and production and Frame.io’s cloud-native platform,” said Emery Wells, Frame.io's co-founder and CEO. “We’re excited to join Adobe to continue to drive video innovation for the world’s leading media and entertainment companies, agencies, and brands.”
Upon close of the acquisition, Wells and fellow Frame.io co-founder John Traver will join Adobe. Wells will continue to lead the Frame.io team, reporting to Scott Belsky. The transaction, valued at $1.275 billion (subject to customary purchase price adjustments) is expected to close during the fourth quarter of Adobe’s 2021 fiscal year and is subject to regulatory approval and customary closing conditions. Until the transaction closes, each company will continue to operate independently.
<h2>Conclusion</h2>
The role of video in any content strategy is more pronounced than ever. As CMS and DXP platforms continue to expand their functionality and integrations, the ability to leverage video and ease the process of delivery will be instrumental. With Adobe remaining solidly in a leadership role across multiple DX categories, they are uniquely positioned to think ahead of the market and address critical issues – like workflow collaboration.
While their heritage as a creative development ecosystem is strong, Adobe's vision for mapping the future of digital experiences is even stronger. We'll be curious to see how these latest investments chart as more products enter the hot video market and lower the barrier to entry. As Gen Z influencers generate instant videos with off-the-shelf tools and resources on their iPhones, it's clear that the game will continue to change at multiple levels. Even so, there's a compelling need to work with other people in a production environment – and that's where Adobe is leading the way.
<h2>About Frame.io</h2>
<a href="https://www.frame.io/" target="_blank">Frame.io</a> is one of the world’s leading video review and approval platforms with over 1 million users. Integrated with most major professional video tools, Frame.io streamlines the creative process by centralizing assets and feedback in the cloud. This allows remote creative teams to collaborate securely and in real-time from anywhere in the world.
Conceived and designed in 2015 by video creators Emery Wells and John Traver, Frame.io is intuitive and simple, yet powerful enough for creative professionals, technical administrators, and clients to use with little (or no) training. Frame.io accelerates workflows and eliminates obstacles to creativity. From script or storyboard to dailies through delivery, Frame.io has reinvented the modern video workflow.
<h2>About Adobe</h2>
Adobe is changing the world through digital experiences. For more information, visit <a href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.adobe.com&amp;esheet=52479752&amp;newsitemid=20210819005739&amp;lan=en-US&amp;anchor=www.adobe.com&amp;index=3&amp;md5=16bfbb09ccdd811085bcdfd56783339b" target="_blank">www.adobe.com</a>.

Adobe Acquires Video Collaboration Platform Frame.io

Communication has always been at the heart of <a href="https://www.twilio.com/">Twilio</a>'s mission, and this week’s acquisition of <a href="https://segment.com/">Segment</a> – a leading vendor in the red-hot Customer Data Platform (CDP) space – sent a clear signal to the market.
With this latest addition to the cloud communication provider’s portfolio, Twilio is doubling down on the digital world’s unquenchable thirst for data. Segment’s ability to process events at scale (roughly 500 billion a month) amplifies Twilio’s focus on customer engagement, helping developers connect with customer data across multiple sources.
This move also demonstrates the impact of accelerated digital transformation in a COVID-19 world, where organizations require more access to data-driven tools to grow and compete. Both Twilio and Segment have seen greater opportunity as businesses shift to a digital-first model in the wake of the pandemic – and that shows no sign of slowing down.
While Twilio’s cloud communication platform enables developers to build integrated solutions with text, email, telephony, chatbots, and more, it lacked direct access to customer data – which is where Segment excels. The combination of their API-driven platforms could lead to even greater innovation around purpose-built apps that enhance the digital customer experience.
The deal, first <a href="https://investors.twilio.com/news/news-details/2020/Twilio-to-Acquire-Segment-the-Market-leading-Customer-Data-Platform/default.aspx">announced</a> on October 12, was closed earlier this week – and Segment had been valued at $1.5 billion according to <a href="https://www.bloomberg.com/news/articles/2019-04-02/startup-segment-is-worth-1-5-billion-thanks-to-companies-troves-of-customer-data?sref=ctSjKj2N">The Wall Street Journal</a>. The $3.2 billion price tag is only the latest in a long line of strategic acquisitions for Twilio – and a “hair” more than the $3 billion they paid for transactional email platform <a href="https://www.twilio.com/press/releases/twilio-completes-acquisition-sendgrid">SendGrid</a> in 2018.
<h3>Customer data meets customer engagement</h3>
Twilio is on a mission to become the leading customer engagement platform. While they have the infrastructure in place, they needed the essential data layer to provide a more complete view of the customer. For developers, this means more access to data intelligence, allowing them to build more unique and purposeful applications with Twilio’s APIs.
“The one thing that’s always been missing from Twilio as we’ve been building up this customer engagement platform is understanding of the end-users themselves,” said Twilio co-founder and CEO Jeff Lawson. “We power the communications, but we don’t actually know who the customers are.”
While the applications have yet to be written, it's all but certain that Twilio will add Segment's core capabilities to their cloud communications platform to enhance a wide variety of channels including SMS messaging, voice, video, e-mail, the Internet of Things (IoT) and more.
<h3>Unifying data sources with Segment</h3>
As the leading customer data platform, Segment enables developers to unify customer data from every customer touchpoint, and empowers marketing, sales, and customer service leaders with the insights they need to design and build relevant, data-driven customer engagement.
<figure class="kg-card kg-image-card"><img src="https://cmscritic.com/ms-content/uploads/2023/08/segment-flow.png" /></figure>
Armed with these data optics, Twilio’s developers will now have the ability to craft apps and experiences based on a more holistic view of the customer. Segment unifies a wide range of data from multiple sources like Facebook, Salesforce CRM, websites powered by CMS, eCommerce platforms and more.
“Exceptional customer engagement requires not only high-quality data, but the infrastructure to activate those insights across every channel and customer interaction,” said Peter Reinhardt, co-founder and CEO of Segment. “By bringing Twilio and Segment together, we will help businesses build a foundation of actionable insights critical to engaging with customers based on their needs and preferences to deliver a positive, seamless and effective customer experience.”
<h3>Destroying the data silos</h3>
Getting the data is only half the battle. The real challenge lies within an organization's <a href="https://www.talend.com/resources/what-are-data-silos/">data silos</a>: isolated sources of data that prevent access from users, groups or applications. Breaking down these silos has become a critical objective for data-driven organizations, and the Twilio/Segment union promises to "bring down the walls" so organizations can realize true data integration.
<blockquote>Data silos destroy great customer experiences.
Segment lets developers and companies break down those silos and build a complete picture of their customer. Combined with Twilio's Customer Engagement Platform, we can create more personalized, timely and impactful engagement across customer service, marketing, analytics, product and sales.
- Jeff Lawson</blockquote>
Attacking the data silo problem takes time. By leveraging their flexible APIs, Twilio and Segment will be able to accelerate the process by connecting developers with a more diverse ecosystem of data sources – such as web apps and analytics tools – all without having to write new code. This will eliminate countless development hours building custom integrations.
<h3>Why the Acquisition Makes Sense</h3>
When Twilio acquired SendGrid, they already offered a broad range of communications services through a set of APIs, allowing developers to integrate custom phone numbers, manage services such as SMS and voice, and tap messaging channels like Facebook, WhatsApp and Google Home. But e-mail was a missing link – and SendGrid closed this gap.
Twilio and Segment are a good fit for many reasons. They’re both API-first products, they’re both developer-centric, and they already offer an <a href="https://segment.com/sources/twilio/">integration</a>.
While it’s still early days, it’s clear that the market sees significant value from this match. CDP continues to be a growth space, so investing in Segment can certainly provide more wind in Twilio’s sails. But their unique focus on powering developers with more access to data aligns perfectly with Segment’s mission, and gives the platform greater reach and appeal.
With a proven infrastructure for handling billions of customer-generated events, Twilio now appears to have everything a developer or organization needs to build data-driven apps – and improve the end-to-end customer experience at every touchpoint. In effect, it will create a single, unified view of the customer journey – making it a holistic customer engagement platform that could rival Salesforce and Adobe.
The real question is: what will Twilio buy next?
<h3>About Twilio</h3>
<a href="https://www.twilio.com/">Twilio</a> is a cloud communication company that powers the future of business communications, enabling phones, VoIP, and messaging to be embedded into web, desktop, and mobile software. They take care of the messy telecom hardware and expose a globally available cloud API that developers can interact with to build intelligent &amp; complex communications systems. As your app’s usage scales up or down, Twilio automatically scales with you. You only pay for what you use - no contracts, no shenanigans.
<h3>About Segment</h3>
<a href="https://segment.com/">Segment</a> is a customer data platform that democratizes access to reliable data for all teams and offers a complete toolkit to standardize data collection, unify user records, and route customer data into any system where it’s needed.
Segment collects user events from every customer touch point (your website, web and mobile apps, tools) and provides a complete data toolkit to every team in your org. They take care of the redundant and repetitive work that comes with integrating new tools, maintaining data pipelines, and managing data quality.
Today, over 20,000 companies across 70+ countries use Segment, from fast-growing businesses like Instacart, Peloton, and Bonobos to some of the world’s largest organizations like Levi’s, Intuit, and FOX. With Segment, companies can connect and activate reliable first-party data across 300+ marketing, analytics, and data warehousing tools.

Twilio Acquires Segment for $3.2B, Adds Market-leading CDP for Building Data-Driven Apps

While COVID-19 continues to impact markets globally, the CMS world has been on a binge of buying, partnering, and releasing new features.
In case you’ve been distracted over the last few weeks by a chaotic news cycle and a U.S. presidential election, here’s a quick recap of what’s been happening in the content management and digital experience world.
<h3>Hyland Completes Acquisition of Alfresco</h3>
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Recently, <a href="https://www.hyland.com/">Hyland</a> the enterprise content management (ECM) provider <a href="/hyland-acquires-alfresco-focuses-on-cloud-and-global-expansion-of-enterprise-cms/">announced</a> that it had signed a definitive agreement to acquire <a href="https://www.alfresco.com/">Alfresco Software</a> – an open-source content services platform.
Last week, Hyland <a href="https://news.hyland.com/hyland-completes-acquisition-of-alfresco/">completed</a> the transaction, bringing the entire Alfresco business, including all technology and products, under the Hyland umbrella.
“At Hyland, the Alfresco platform will continue to grow and to serve customers’ evolving business needs,” said Bill Priemer, Hyland’s President and Chief Executive Office. “Alfresco customers can confidently continue to use and expand their Alfresco solutions, whether deployed on-premises or in the cloud.”
Future Alfresco versions will enable customers to seamlessly leverage other areas of the Hyland portfolio. These include the Hyland Experience Platform (HxP) — the recently launched, next-generation, cloud-based platform — and newly developed HxP components, such as <a href="https://www.hyland.com/en/platform/product-suite/HxC">Hyland Experience Capture</a>.
<h3>Episerver Completes Acquisition of Optimizely</h3>
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In a big move to evolve their personalization strategy, <a href="https://www.episerver.com/">Episerver</a>, the customer-centric digital experience platform, recently <a href="/episerver-to-acquire-optimizely-the-worlds-leading-experience-optimization-platform/">announced</a> its plans to buy <a href="https://www.optimizely.com/">Optimizely</a> – a leading A/B and multivariate testing platform. A few weeks ago, Episerver <a href="https://www.episerver.com/company/press-room/episerver-completes-acquisition-of-optimizely">completed</a> the acquisition.
“With its acquisition of Optimizely, as with its acquisitions of Idio and Insite in 2019, Episerver substantially increases the value proposition that the company offers to enterprise brands,” said Jacob Groshek, research manager, Digital Experience Management, at IDC. “The Optimizely acquisition adds AI-based experimentation and optimization to the Episerver portfolio. The purchase of Optimizely not only augments Episerver's capacity to automatically deliver personalized content as a central component of users' digital experiences, it also adds another layer of behavioral intelligence for organizations.”
Following the close, Episerver now serves approximately 9,000 customers and more than 900 partners globally in segments including retail, manufacturing &amp; distribution, financial services, insurance, healthcare, media, and technology, among others.
As part of Episerver, the Optimizely progressive delivery and experimentation platform will continue to support customers as a standalone solution, but will also be available as part of Episerver’s offerings immediately.
<h3>Acquia Announces Major Updates to Open Digital Experience Platform (DXP)</h3>
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After <a href="/acquia-launches-new-open-digital-experience-platform/">launching</a> its new Acquia Open Digital Experience Platform (DXP) this July, <a href="https://www.acquia.com/">Acquia</a> has accelerated their innovation by leaps and bounds. In fact, they recently <a href="https://www.acquia.com/about-us/newsroom/press-releases/acquia-announces-major-updates-open-digital-experience-platform">announced</a> major upgrades to their Drupal Cloud and Marketing Cloud.
So, what are these major upgrades? For starters, on the Drupal Cloud side, they <a href="https://www.acquia.com/drupal9">transitioned from Drupal 7 to Drupal 9</a>. For developers, these enhancements focus on decreasing the time to build, design, and run sites and applications.
Following the successful launch of Drupal 9 in June, the new <a href="https://www.acquia.com/drupal9/accelerate-your-migration">Acquia Migration Accelerator</a> tool significantly reduces the effort tied to a transition from Drupal 7 to Drupal 9. Currently in beta, the tool reduces time to value for Drupal 9 by providing a user-friendly interface to streamline analysis and planning, DevOps, data imports, and content auditing for migrations.
Once organizations are migrated, the new <a href="https://www.acquia.com/products/drupal-cloud/cloud-ide">Acquia Cloud IDE</a> makes it faster than ever to build Drupal sites and applications, with one-click access to a cloud-hosted development and testing environment. Acquia Cloud IDE integrates with existing Acquia command line and automated build tools for Drupal, making it faster and easier for developers to build and test their code – even in remote or hybrid work setups.
On the Marketing Cloud side, the major updates include new real-time 360-degree profiles, identity resolution, and unified segment capabilities within the Acquia Customer Data Platform (CDP). These capabilities aggregate data from various sources, eliminate redundancy, and unify data into a single source of the truth for real-time customer segmentation.
Finally, Acquia also added a COVID-19 dashboard that helps marketers understand their customers’ shifts from offline to online channels, as well as changes in channel preferences throughout the pandemic. The dashboard also helps marketers identify changes in product preferences, as well as opportunities for growth in their marketing campaigns.
<h3>Fabric Launches Headless Commerce Platform with $9.5 Million in Seed Funding</h3>
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<a href="https://fabric.inc/">Fabric</a>, a headless commerce platform, launched its cloud-native experience and commerce product suite and <a href="https://resources.fabric.inc/blog/seed">announced</a> $9.5 million in seed funding led by Redpoint Ventures with participation from Sierra Ventures and Expa. In addition, e-commerce executive Faisal Masud, who led multi-billion-dollar commerce businesses at Amazon, eBay, Groupon and Staples, has joined the company as CEO.
Brands struggle to compete with Amazon’s continued market dominance in the e-commerce and digital retail space. While big retailers can afford to invest heavily in their own proprietary systems, widening their advantage in data, speed, pricing and convenience, many D2C and B2B brands are challenged by the cost and complexity of modernizing their outdated commerce platforms. COVID-19 has further raised the stakes: during the pandemic, e-commerce sales have grown as much as 55% year-over-year.
“Unlike Amazon, which wins on selection, price and availability, emerging and growing D2C and B2B companies need to win on brand and experience,” said Faisal Masud, CEO at Fabric.
Fabric’s headless commerce platform enables marketers and merchants to deliver world-class commerce experiences without the engineering burden. Its modular API-first platform enables brands to utilize tools that address their specific needs, rather than re-platforming. Fabric gives brands sophisticated capabilities with its Experience Platform Manager (XPM), Product Information Manager (PIM), pricing and offers and Order Management (OMS).
The Fabric platform offers a suite of commerce APIs that allow brands to orchestrate their offerings across all channels, enabling them to support the entire lifecycle of each customer. In addition, Fabric runs on a completely serverless infrastructure to effectively scale during high-traffic retail peaks.
<h3>Cloudinary and Contentful Partner to Help Brands Create “Visual-First” Experiences More Efficiently</h3>
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<a href="https://cloudinary.com/">Cloudinary</a>, the media experience platform, announced a partnership with <a href="https://www.contentful.com/">Contentful</a>, a headless content management system (CMS). The new partnership offers Contentful users seamless access to Cloudinary’s award-winning media experience solutions, including its headless digital asset management (DAM) within Contentful’s CMS – allowing Contentful users to more easily upload, optimize and deliver engaging visual-first experiences at scale.
"In today's visual economy, fast and flawless rich media experiences are no longer a nice to have, they are critical components to any company’s success,” said Scott Doughman, vice president of Business Development at Cloudinary. “Equally critical is the ability to deliver the right, high-performant content as efficiently as possible to eliminate the challenges that often keep experiences from reaching their true engagement potential. The Contentful-Cloudinary integration eliminates these challenges and we’re pleased to be bringing our media management expertise to the Contentful ecosystem."
With the API-first approach of Cloudinary and Contentful, you can now build a seamlessly-integrated, future-proof stack with your preferred development frameworks and platforms.
<h3>Microsoft Announces Clarity, a Free Visitor Behavior Analytics Platform</h3>
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The elder statesman of the digital realm, <a href="https://www.microsoft.com/en-us/">Microsoft</a> continues to shock and awe the experience and development fiefdoms with bold moves – including their acquisitions of both <a href="https://www.linkedin.com/feed/">LinkedIn</a> and <a href="https://github.com/">GitHub</a>.
Now, Microsoft has announced a resource that will have an impact on digital experience in the usability, governance, and analytics categories. With <a href="https://clarity.microsoft.com/">Microsoft Clarity</a>, website and content owners will now have access to a GDPR compliant, free-to-use analytics tool to help improve their website experiences by better understanding their visitors' behaviors.
Microsoft Clarity has three main features: heatmaps, session playbacks, and an insights dashboard. Because of their unique delivery, Clarity’s tools won’t negatively impact a website's latency, and can handle variable traffic without incurring additional costs.
Clarity’s heatmaps come in two forms: clickmaps and scrollmaps. The combination will allow users to qualify behavior and trends, and make it easy to provide data-driven justifications for design decisions. The session playbacks allow site managers to record page visits and track where visitors clicked and scrolled, and the insights dashboard provides an overall understanding of the traffic to your site.
<h3>Contentsquare Acquires Dareboost And Launches Find &amp; Fix Product to Solve Revenue-Killing Errors</h3>
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<a href="https://contentsquare.com/">Contentsquare</a>, the Digital Experience Analytics (DXP Analytics) company, <a href="https://contentsquare.com/blog/contentsquare-acquires-dareboost-and-launches-find-fix-product-to-solve-revenue-killing-errors/">announced</a> its acquisition of <a href="https://www.dareboost.com/en">Dareboost</a>, an online tool to test, analyze and monitor websites. Dareboost has been a Find &amp; Fix product for Contentsquare. The integration breaks silos between marketing and IT teams, as well as the rest of a business.
The core capabilities of the new Contentsquare Find &amp; Fix product include web performance monitoring and scoring, error reporting and impact quantification, advanced retroactive search, advanced APM integrations, and comparison and benchmarking capabilities.
<h3>Mediafly Acquires Presentify to Transform Marketing and Sales Content</h3>
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<a href="https://www.mediafly.com/">Mediafly</a> – a provider of sales enablement technology, content management, and advisory services that create interactive, value-based selling experiences – <a href="https://www.mediafly.com/mediafly-acquires-presentify/">announced</a> its acquisition of <a href="https://www.presentify.co.uk/">Presentify</a>, a global visual communication solution.
By adding Presentify’s capabilities, Mediafly users can now build “selling stories” using sophisticated visual communication capabilities all through the Mediafly app – which natively supports the most advanced content formats, animations and modularized assets for elevated sales storytelling.
“More companies are recognizing the need for digital sales transformation, and the importance of using a modern sales enablement platform. But all too often they don’t want to take their antiquated, boring sales content and put it into a sophisticated sales app for fear of garbage in, garbage out,” said Carson Conant, CEO and founder of Mediafly. “With Presentify, Mediafly now tears down the barrier of entry for these companies, allowing them to quickly refresh their sales stories with interactive, animated content — and learn the ‘Presentification’ techniques to create and maintain sales collateral that is a league above their competition.”
And that’s a wrap. Stay tuned for another installment next month.

CMS Monthly Recap: Acquia Gets Feature Boosts, Cloudinary and Contentful Partner, Big Acquisition Updates and More

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