Umbraco, the Danish open-source content management system (CMS) platform, announced its acquisition of the Dutch company uMarketingSuite. This strategic move aims to deepen the integration of marketing tools within the Umbraco platform, offering enhanced digital marketing capabilities to its users. This acquisition comes as part of Umbraco’s ongoing efforts to simplify the creation of digital experiences and expand its functionalities. Both companies will work closely to ensure a seamless transition and integration of their services.
In recent years, Umbraco has been actively refining its platform to stay competitive in the CMS market. Previously, the company focused on expanding its partner program to offer more value and drive growth. The acquisition of uMarketingSuite marks a significant step in advancing their product strategy, particularly in areas like personalisation and web analytics. Compared to earlier expansions, this move highlights a more integrated approach to enhancing user experience directly within the Umbraco ecosystem.
uMarketingSuite, known for its intuitive design and comprehensive data ownership, will remain available through existing channels. The two companies are committed to ensuring a “smooth transition” as they integrate their development, support, and sales processes. Umbraco can now offer first-party solutions for web analytics, profiling, content A/B testing, and personalisation, thus empowering digital marketers to optimise content and manage campaigns more effectively.
Boosting Digital Marketing Capabilities
“This acquisition aligns perfectly with our mission to simplify building digital experiences. uMarketingSuite’s advanced marketing features make Umbraco an even more compelling choice for end-clients, empowering them with powerful personalisation and analytics tools,” said Kim Sneum Madsen, CEO of Umbraco.
By integrating uMarketingSuite, Umbraco enhances its value proposition for partners worldwide. This move enables its partners to offer more robust digital marketing tools to their clients, potentially increasing user engagement and optimising digital strategies.
Strategic Integration and Future Goals
“Joining Umbraco is an exciting opportunity for us. We believe that together, we can make both uMarketingSuite and Umbraco deliver even greater value to users,” stated Leon de Wildt, CEO of uMarketingSuite.
The uMarketingSuite team will now operate within the Umbraco Commercial Packages/DXP team, focusing on innovating and enhancing the CMS experience. This integration aims to provide existing and future projects with advanced personalisation and marketing tools more seamlessly.
Filip Bech-Larsen, CTO of Umbraco, emphasized personalisation as a key area in the company’s long-term product strategy. By incorporating uMarketingSuite, Umbraco aims to offer a comprehensive solution that benefits all partners and customers, both for new and existing projects. This acquisition is a testament to Umbraco’s commitment to continuous improvement and meeting the evolving needs of its users.
Looking ahead, the combined efforts of Umbraco and uMarketingSuite are set to provide a more cohesive and enriched CMS platform. This collaboration will likely lead to innovations that make digital marketing and content management more efficient and effective. As both teams work towards integrating their services, users can expect an elevated experience with enhanced capabilities that streamline digital strategies and boost engagement levels.
