Streamline Your Marketing Tech Stack with Optimizely One

Marketing is entering “a new era of productivity,” thanks to GenAI and advances in other marketing technologies. But the predicted gains in productivity won’t be evenly distributed. Organizations with legacy MarTech stacks that require intensive maintenance and time-consuming integrations to remain viable are increasingly at a disadvantage in terms of cost and efficiency.

Marketing teams using older or ad-hoc tech stacks often have to frequently switch between apps and move data manually from one application to another. Those activities use time and mental energy that team members could spend on strategy, creativity, and learning how to leverage GenAI for more efficiency. Optimizely has built a solution that addresses these challenges to help marketers work more efficiently and reclaim time for creativity and strategic planning.

Key Takeaways

• Legacy MarTech stacks and platforms can’t cost-effectively deliver the productivity gains that marketing organizations need now.

• An “operating system” headless platform layer approach lets users choose the capabilities they need or use the whole suite for end-to-end improvements across the marketing lifecycle.

• A purpose-built AI marketing assistant can learn brands’ processes, style, and voice to quickly create processes and content that support project goals.

Optimizely One is a unified platform that streamlines marketing operations by bringing together nine separate Optimizely product modules and the data they need to run. Taken together, they support each stage of the marketing lifecycle:

• Planning

• Creation

• Storage

• Globalization

• Layout

• Delivery

• Personalization

• Experimentation

• Analytics

This platform-and-module design gives marketers all the tools they need out of the box without having to purchase and integrate multiple separate tools. That allows teams to work faster, sooner. For example, rather than having to integrate with another tool for experimentation and then another to implement personalization, a team using Optimizely One can handle all of these steps seamlessly within the same platform.

Choose A La Carte Capabilities or the Entire Product Menu

Optimizely One is composable for each organization’s specific needs. Companies can select the individual Optimizely products they want to activate along with Optimizely One, so they get everything they need without spending on modules they wouldn’t use.

For example, a team that just needs to improve its content management processes can opt to add Optimizely’s SaaS CMS only. Another team might choose the CMS, experimentation and personalization product modules. Other teams might use the entire Optimizely One suite.

Although Optimizely One is designed as a comprehensive end-to-end marketing platform, it also offers optional built-in integration with many other popular marketing tools including Google Analytics, Stripe, Figma, Snowflake, Salesforce, and more.

Opal: GenAI Capabilities in Optimizely One

One of the driving forces behind the expected rise in marketing productivity is AI, and it’s a standout element of Optimizely One. Marketers can use Opal, Optimizely One’s built-in AI assistant, to help with content creation, experimentation, personalization, product recommendations and more.

For example, within the digital asset management product module, Opal can build audience segments that enable more precise personalization of your content resources. The AI assistant can also automatically suggest tags for easier surfacing of relevant content assets. If you upload a picture with an animal in it, for example, Opal will automatically tag the image, so it appears in later DAM searches. Once the right image is selected, Opal can automatically identify the right focal point and crop the image for different formats.

Within its content management system, Optimizely One’s AI can generate images based on the content on the page, using the DALL·E engine. The assistant can also generate page copy, accelerating the ability to quickly create, update, and customize pages. For example, an outdoor gear retailer could use Opal to write short posts about hiking and then generate accompanying images based on the content of the post. The team can then use the generated content as-is, edit it before publishing, or use it as a placeholder for the design team.

Getting Started with Optimizely One

The starting point for implementing Optimizely One will depend on your organization’s current MarTech stack, particularly your CMS. If it’s coupled with a DXP or a similar platform, you’ll need to move to headless architecture to implement Optimizely One. If your organization already has a headless CMS, the first step is to migrate your data into the Optimizely One Content Cloud so you can start leveraging it across as many of the platform’s product modules as you select.

If you’re ready to do more with your existing Optimizely platform or to move from a legacy tech stack to a headless marketing platform, reach out to us. Our team can help you assess your current capabilities and identify areas where you can achieve greater efficiency and productivity across your marketing operations.