{"id":32473,"date":"2020-10-14T19:46:05","date_gmt":"2020-10-14T14:46:05","guid":{"rendered":"https:\/\/techcrunch.com\/?p=2060674"},"modified":"2020-10-14T19:46:05","modified_gmt":"2020-10-14T14:46:05","slug":"with-a-new-focus-on-marketing-software-newscred-relaunches-as-welcome","status":"publish","type":"post","link":"https:\/\/www.technologyforyou.org\/with-a-new-focus-on-marketing-software-newscred-relaunches-as-welcome\/","title":{"rendered":"With a new focus on marketing software, NewsCred relaunches as Welcome"},"content":{"rendered":"

The company formerly known as NewsCred has a new name and a new product: Welcome<\/a>.<\/p>\n

Co-founder and CEO Shafqat Islam explained that this follows a broader shift in the company\u2019s strategy. While previously known as a content marketing business<\/a>, Islam said NewsCred has been increasingly focused on building a broader software platform for marketers (a platform that it uses itself).<\/p>\n

Eventually, this led the company to sell its content services business<\/a> to business journalism company Industry Dive and its owner Falfurrias Capital Partners over the summer. Now Welcome is officially unveiling its new brand, which it\u2019s also using for its new marketing orchestration software.<\/p>\n

\u201cIt\u2019s not often not often that startups like ours get to close one chapter and open another chapter,\u201d Islam said. \u201cWe kind of went back to being a Series A, Series B startup, iterating and working very closely with our customers.\u201d<\/p>\n

While today is the official launch of Welcome platform, Islam said the company has been moving the software in this direction for the past year, and that this side of the business has already seen significant growth, with daily average users up 300% year-over-year.<\/p>\n

Islam also suggested that while this was the right time to come up with a new company name, it\u2019s something that\u2019s been discussed repeatedly in the past.<\/p>\n

\"Welcome<\/p>\n

Image Credits:<\/strong> Welcome<\/p>\n<\/div>\n

\u201cEvery time we raised money ever in last 10 years, the new investor would say, \u2018What about the name? Can we change it?’\u201d he recalled. \u201cWe could never do it, because we had this content heritage built up and enough brand equity. Finally, with this deal, and with the launch of the new software \u2026 we came up with the name Welcome.\u201d<\/p>\n

While there\u2019s no shortage of marketing software out there already, Islam said marketers need an orchestration system to manage their projects and workflows \u2014 most of them, he said, are stuck using \u201chorizontal\u201d project management tools that aren\u2019t really built for their needs, such as Asana or Jira.<\/p>\n

\u201cMarketers have very specific needs,\u201d Islam said. \u201cIt could be a simple thing like \u2026 marketers work with campaigns, so what are your specific campaigns, marketing briefs or marketing-specific workflows? Our approach was: How do we create something that\u2019s really specific to marketers versus all horizontal solutions out there?\u201d<\/p>\n

He also noted that \u201cclose to half the engineering team works on the interoperability problem,\u201d so that Welcome can integrate all the other tools that marketers are using, like HubSpot and Marketo. The goal, Islam said, is to become \u201csomething marketers standardize on,\u201d the way that salespeople log into their Salesforce accounts every day.<\/p>\n

Islam also argued Welcome will take advantage of the way that the pandemic has accelerated changes in the enterprise sales process.<\/p>\n

\u201cI personally believe the way people buy software is changing,\u201d he said. \u201cThe days of wining and dining and selling to the CMO, that still exists, but that\u2019s not how everyone wants to buy anymore.\u201d<\/p>\n

To adapt to this new world, Islam said the startup is adopting a more \u201cbottoms up\u201d sales approach, with a free version of the platform due for release next month.<\/p>\n

By TechCrunch Source Link<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The company formerly known as NewsCred has a new name and a new product: Welcome. Co-founder and CEO Shafqat Islam explained that this follows a broader shift in the company\u2019s strategy. While previously known as a content marketing business, Islam said NewsCred has been increasingly focused on building a broader software platform for marketers (a […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14083],"tags":[14368,14383,15457,231,15458],"class_list":{"0":"post-32473","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-technology-industry-news","7":"tag-advertising-tech","8":"tag-enterprise","9":"tag-newscred","10":"tag-startups","11":"tag-welcome"},"_links":{"self":[{"href":"https:\/\/www.technologyforyou.org\/wp-json\/wp\/v2\/posts\/32473","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.technologyforyou.org\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.technologyforyou.org\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.technologyforyou.org\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.technologyforyou.org\/wp-json\/wp\/v2\/comments?post=32473"}],"version-history":[{"count":0,"href":"https:\/\/www.technologyforyou.org\/wp-json\/wp\/v2\/posts\/32473\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.technologyforyou.org\/wp-json\/wp\/v2\/media?parent=32473"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.technologyforyou.org\/wp-json\/wp\/v2\/categories?post=32473"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.technologyforyou.org\/wp-json\/wp\/v2\/tags?post=32473"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}