# Optimizely Customer Case - How They Built Integrations > Welcome (recently acquired by Optimizely) brings marketing teams together in a single workspace to share plans, collaborate on assets, and flawlessly execute campaigns. 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Welcome (recently acquired by Optimizely) brings marketing teams together in a single workspace to share plans, collaborate on assets, and flawlessly execute campaigns. Products used [Ecosystem](/products/ecosystem) Accounting Integrations3 Integrations Marketplace1 Ready to get started?[Talk to an expert](/demo-request?from=customer-case) ### The Company Welcome brings marketing teams together in a single workspace to share plans, collaborate on assets, and flawlessly execute campaigns. It's not some generalized task management software company, trying to appeal to marketers. Welcome is building a product specifically for marketers. That's why it has been named a Leader in Gartners' Magic Quadrant for CMPs for four consecutive years. ### The Story The company didn't start out as a software company though, Welcome originally saw the light as an outsourced content agency that would license original content to their customer base. The company had developed a platform for themselves so customers could set up marketing campaigns and work with agencies. It didn't take long for customers to ask if they could license the software next to the content they were already buying. Welcome started licensing its software to customers and soon enough they were blowing their weekly active user targets out of the water. Prompting the company to exclusively focus on the software business. This success didn't go unnoticed and culminated in an acquisition by Optimizely in late 2021. ### The Idea Being in martech the company was surrounded by boutique solutions and they soon realized that there would be a whole tier of customers in need of multiple integrations. Rather than building customized solutions for each of those customers the company focused on an API-first strategy for asset and work management. This worked well since most customers didn't have the staff or budget to build customized integrations. It also prompted Welcome to build integrations that would work for multiple customers at once instead of building bespoke solutions from the ground up. ### The Solution It didn't take long for the company to realize that their approach to integrations would be core to their Go To Market strategy. Demand continued to grow and Welcome soon added a professional services team that would help customers integrate their existing products with Welcome. This is when the team started looking for a way to showcase their integrations to prospective customers. Rather than assigning scarce development resources to building a proprietary marketplace, the company opted for Apideck's Ecosystem product. [](https://integrations.welcomesoftware.com/) ### The Results "When we started it was only one or two integrations. But as soon as we released an API we created all this demand. The sales team was unable to truly grasp all the integrations that were possible because of the API." says Kathy Copeland, Director Product at Optimizely, "So our GTM switched from releasing an API to releasing integrations. It made a huge difference in the prospects cycle, just go to our catalog and watch the videos, and connect that to our product led growth approach with a free trial." Another heavily used feature at Welcome is the Voting Portal, this allows customers to vote on which integrations they think Welcome should build next. It can be used both by existing users as well as prospective customers and is an excellent source of information when building the product roadmap. When asked which new Ecosystem functionality she's mostly looking forward to, Copeland didn't hesitate: "It has to be the REST API. We can't wait to use Ecosystem as a single source of truth for all our integration data and pull integration information directly into our product, where it matters most for our customers." ### Tips for Building an Integration Strategy in Martech Tip 1 β€” Build integrations that work for many customers, not one: In martech, enterprise buyers often request bespoke connectors for their specific stack. Resist the urge to build one-off solutions. Focus on integrations that address common workflow patterns across your customer base, so each new connector serves dozens of accounts instead of one. Tip 2 β€” Treat your integration catalog as a sales enablement tool: Marketing teams evaluate platforms based on how well they fit into their existing stack. A browsable integration marketplace lets prospects self-qualify before the first demo and gives your sales team a concrete way to answer "does it work with our tools?" in seconds. Tip 3 β€” Use integration demand signals to guide your product roadmap: Let existing users and prospective customers vote on which integrations they need most. This turns integration requests from scattered support tickets into reliable product intelligence that keeps your development priorities aligned with real market demand. It made a huge difference in the prospects cycle, just go to our catalog and watch the videos, and connect that to our product led growth approach with a free trial. Kathy CopelandDirector Product Accounting Integrations3 Integrations Marketplace1 Ready to get started? 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