Aug 01, 2024
Modern marketing teams are overwhelmed with the tools they need to juggle daily, from content and social media management and CRM tools to email marketing and analytics dashboards. This doesn’t even include the multiple versions of files scattered across Slack, Trello, GDrive, email inboxes, and other siloed areas.
Dubbed the industry’s first all-in-one marketing operating system, Optimizely debuted Optimizely One as the answer to this problem. With this new solution, marketing teams can manage the entire lifecycle all in one place.
In this post, we’ll explore Optimizely One, how it works, and why it matters to modern marketing teams.
What Is Optimizely One?
Optimizely One is an all-in-one marketing operating system that provides complete visibility into the entire marketing lifecycle. Optimizely One offers teams the speed and flexibility to build a system that works for them in an easy-to-use suite.
The system provides a unified workflow and the transparency and insights businesses need to move quickly when creating digital experiences. Everything from strategic planning and content creation to layout design, publishing, testing, personalization, and analysis can be managed in a centralized location.
It connects all the tools in your Optimizely suite and provides a single login to handle everything. Rather than having to toggle between multiple products, Optimizely One provides one central console to access everything.
As a fully SaaS, fully decoupled, and composable solution, Optimizely One enables teams to build their marketing stack to best suit their needs. Teams can benefit from automatic upgrades, SLAs, managed services, leverage Graph to aggregate content from any source, and a visual experience builder to create and preview experiences.
Why It Matters
Optimizely One aims to provide marketers with a go-to platform for all their needs by fixing multiple problems simultaneously.
Disconnected Tech Stack
Marketing teams often have too many tools to manage, which can lead to a disconnected tech stack and operational silos. The result is a lack of visibility into campaigns, duplication of efforts, and wasted resources. However, with a unified system like Optimizely One, marketers can simplify processes, collaborate more effectively, and focus on building engaging customer experiences.
Composable Challenges
Several enterprises are considering building composable tech stacks with multiple best-of-breed tools and technologies. However, while composability can offer improvements in areas such as performance and less infrastructure to manage by working with SaaS solutions, there are also some drawbacks.
Opting for a composable approach can introduce new challenges as teams must manage multiple product licenses, admin panels, and more. Some DXP vendors enable customers to manage a few products within their ecosystem in one place, such as a CMS, CDP, and personalization engine, but not every tool in the product suite. Optimizely One aims to bring everything together to make it easier for businesses to build a composable stack with fewer drawbacks.
Read More: Considering Composable? What to Look Out For
How Optimizely One Works
Optimizely One handles several marketing-related tasks across nine categories.
Intake
Marketing teams can field requests from colleagues and other departments, capturing ideas in one place. Optimizely One supports standardized templates to help streamline incoming requests. Pre-defined rules automatically assign tasks and requests, centralized in a single dashboard so teams can collectively manage them.
Plan
Optimizely One aligns teams around a shared strategy. It provides visual calendars for complete visibility to multiple areas of the business and campaign workspaces to help teams organize and track progress.
Create
Teams can generate content ideas and collaborate on executing them together. With flexible workflows, marketing departments can ensure the correct review and approval processes are in place. User-friendly editing tools simplify the creation of all content and experiments, from landing pages to videos, and an AI content generator helps boost content ideation.
Store
Marketing assets can be easily managed and maintained for use and reuse across multiple campaigns. Machine learning algorithms apply tags to aid organizations with tracking assets, and teams can create brand portals to curate a collection of assets for easier sharing and distribution.
Globalize
Optimizely One can help translate and localize campaigns for different regions. Content can be translated into over 350 support languages, while content history is available to provide a snapshot and point-in-time reference of all assets. Global marketing teams will have an easier time tracking and repurposing content for multiple use cases.
Layout
Optimizely One makes creating experiences and getting campaigns ready to launch easier. Drag-and-drop content authoring enables marketers to structure content and experiments as they see fit, and in-context editing allows them to make edits directly on the page and see updates in real-time.
Deliver
Omnichannel content delivery capabilities within Optimizely One support publishing and distribution to any interface. With Optimizely Graph alongside, marketers can create content once and publish it anywhere.
Personalize
With Optimizely One, businesses can tailor digital experiences to fit various market segments. Capabilities such as rule-based targeting, real-time segmentation, and predictive recommendations allow marketing teams to define specific audience cohorts, launch campaigns, and adjust as needed to provide the most relevant experience to customers.
Experiment
Enterprises can test new campaigns and content across any channel. Using audience builder to create experiments is easy, as is assigning traffic to winning variants and rolling out tests across multiple interfaces.
Analyze
Optimizely One helps teams track their performance and optimize for what works best. Teams can unify first-party customer data using customer profiles, leverage natural language processing to suggest the most engaging topics for website visitors and create a unified dashboard to gain complete insight across all areas.
Should You Opt For Optimizely One?
Optimizely One’s goal is to make it easier for marketing teams to access various products they frequently use. While choosing multiple products from the same vendor, such as Optimizely CMS and Optimizely CMP, is theoretically better than using a CMS from one vendor and a CMP from another, it takes time for the cohesions between seven to eight products to reach a point of seamlessness.
Optimizely One is designed to facilitate the integration of products from the Optimizely brand, aiming to make this process more seamless. However, it’s crucial to understand that enterprises may need to be patient, as it could take two or more years to achieve the ideal level of data flow and connectivity that the Optimizely One console aspires to provide.
At this stage, using Optimizely One alone won’t suddenly make every Optimizely product work better together. As such, businesses need to make assessments based on the merits of individual products, the number of products they already use, and the number they intend to purchase in the coming months and years.
Getting Started with Optimizely One
Optimizely One represents Optimizely’s solution to the problems plaguing marketing teams around visibility, duplicated work, and productivity. The all-in-one marketing operating system can provide the capabilities enterprise marketing departments need to execute campaigns at speed and scale to delight their customers.
Oshyn is a certified Optimizely partner and can offer guidance on tool selection, implementation, and more. Our services cover everything from design planning to development to post-launch enhancements and maintenance.
We helped Holland Residential, a fully integrated real estate investment company, recreate over 70 websites on a single content editing and online marketing platform using Optimizely. Now, they enjoy a single platform for updating content, personalization, analytics, and A/B testing, allowing them to create content, test content variants, and analyze how visitors interact and respond. The transformation has led to a marked increase in rental applications, rental prices, portfolio net worth, and company capitalization due to the infrastructure implemented.
Learn how to get more out of Optimizely with our Optimizely services.
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.