How Valtech transformed their marketing with Optimizely’s Content Marketing Platform

Valtech is a global digital agency that helps clients transform their businesses with innovative solutions and technologies. Valtech has been a strategic partner of Optimizely for over 20 years, delivering over 350 implementations of Optimizely's suite of products.

As a partner, Valtech has helped many clients achieve their digital goals with Optimizely One. As a customer, Valtech has capitalized on Optimizely's products to power its own marketing operations and create a seamless and cohesive experience across all touchpoints. This was no easy feat after having acquired eight companies in 2022, and needing to reconcile the different processes, tools and branding that came with their expansion.

Prior to 2020, Valtech's marketing team was using several different tools to manage their overall marketing orchestration strategy. They were able to make some of the processes work with what they had, but once their organization expanded, they quickly realized that the way they were managing their work wasn’t scalable or efficient. For example, they were taking a templatized approach for overall marketing activities, but had no functionality to support automated workflows, which meant that once the template was completed, collaboration had to happen over email or a chat message.

It’s no surprise that this process led to challenges in execution, making it difficult to break silos between different markets and teams, ensure brand consistency and quality across all channels and formats, and provide stakeholders with complete visibility of what was happening, when.

These challenges were ultimately keeping Valtech from being able to meet their goals of long-term brand building, short term activation and focusing on return on investment (ROI). They needed a tool that could help them overcome these challenges and enable them to work more efficiently and effectively as a marketing team.

As a long-time partner of Optimizely, Valtech decided to treat themselves as a client and implement Optimizely Content Marketing Platform (CMP) as its marketing orchestration and content supply tool. Purpose-built for marketers, which was a big selling point for Valtech, Optimizely CMP enables marketers to plan, create, collaborate, store and publish content—all in one place.

As a global and distributed company, Valtech’s marketing organization needs to have complete visibility into what’s being planned for both long-term brand building and short-term activation.

Valtech relies on CMP as their marketing system of record, using it to manage work requests, plan and create content, and execute campaigns. “If it’s not in the CMP, it doesn’t exist,” said Malmer.

The functionality of CMP means that every team can have their own calendar, but they can also be aggregated too.

Their ability to view marketing activities in different ways allows Valtech to ensure stakeholder alignment, that all marketing activities ladder up to their overall strategy and that everything is measured for ROI.

Valtech’s marketing organization relies on predefined project structures, templates and integrated workflows for efficient creation of all types of content, including campaigns, events, emails, articles and social media posts. Recenty Valtech elevated the use of the platform beyond just content creation (while content creation still being the main volume), making it a project management tool for the whole marketing org.

By consolidating their tech stack and using Optimizely CMP as the single workspace for their entire marketing organization, Valtech is better able to ensure brand consistency—an inherent challenge when acquiring companies with their own brand guidelines, content and processes.

Since implementing Optimizely CMP, Valtech has seen significant improvements in the way their marketing team works and executes marketing projects, including a big focus on content and campaigns. To illustrate this, in 2024 alone, CMP enabled their team to achieve the following:

• 300+ content items were created for their website, empowering their teams to consistently deliver engaging, high-quality digital experiences.
• In their recent acquisition of Kin+Carta, CMP played a pivotal role in ensuring brand consistency, with 170+ content items brand-washed as part of the migration process.
• The team has successfully executed 200+ content-related projects with nearly 900 tasks turned around, showcasing their ability to efficiently manage complex initiatives.

Stakeholders have greater visibility into marketing activities, with shared boards, calendars and views for different geographic regions and verticals. They’re able to execute with improved efficiency and predictability of marketing initiatives, with clear ownership, and the ability to leverage AI to accelerate their workflows. With standardized templates and approvals, Valtech has also been able to better control their brand, ensuring content has consistent messaging, visual identity and tone of voice.

Spending less time on trying to make their disparate tools work for them, Valtech has been able to shift their focus to ROI and outcomes of their content and campaigns they produce.

Valtech’s utilization of Optimizely’s CMP now extends outside the organization. For instance, when Valtech acquires another company, the challenge of seamlessly migrating all assets and tasks, including extensive website content, is a critical task. Leveraging the CMP’s robust capabilities, Valtech can orchestrate the transfer of all marketing assets with precision, ensuring a smooth transition while maintaining brand integrity across all marketing activities.

Valtech is always looking for new ways to innovate and transform its marketing operations. Their marketing team aims to showcase its full Optimizely One ecosystem— with Optimizely CMS, Web Experimentation, and CMP fully integrated—as a reference case for its clients and prospects.

Valtech have just finalized upgrading from Optimizely CMS 11 to CMS 12 to leverage the newest features and capabilities. Next step is to explore implementing the CMS+CMP Publishing Integration to help them streamline creating content for CMS by utilizing workflows in CMP.  

They have piloted their instance with Marketo, their marketing automation tool, and have built out a Marketo template within CMP. When fully deployed, this will allow Valtech’s marketers to create emails that follow their standard template, with the proper logo and footer, and preview how the email will look without leaving CMP. This means they can skip all the back and forth of approvals and edits that would normally have to be done by someone with access to Marketo, which significantly streamlines their email creation process.

To level up their usage of AI, Valtech is considering using the Bring Your Own AI feature in CMP, which enables users to connect their AI provider of choice to Opal, Optimizely’s AI assistant. This will ensure that Opal’s output is generated based on Valtech’s specific AI model trained on their data, leading to better brand consistency across AI-generated content. Additionally, they are considering how they can tap into AI for translations, so they can easily localize and adapt content for different markets.

Valtech’s own marketing transformation is a testament to their 20+ year partnership with Optimizely. Together they will continue to innovate, explore new ways to improve their processes, and drive transformation so Valtech can be their own best example for their customers.