Content marketing platform NewsCred rebrands as Welcome

A familiar name on the martech landscape retires today as NewsCred announces it will rebrand as Welcome. This coincides with the launch of Welcome, a solution for work management, strategic campaign planning, collaborative content creation, and real-time performance measurement designed for marketing teams. The rebrand will be complete in the first quarter of 2021.

In July this year, Industry Dive acquired NewsCred’s content marketing studio and services business, leaving behind the end-to-end campaign management platform, with budget and resource management and content creation and analytics tools. This is relaunched as Welcome, a marketing orchestration platform.

In a release, NewsCred said the sale of the content services business generated capital to accelerate growth, and pointed to two recent executive hires: Matt Malanga as CMO and Radhika Samant as CFO.

Watch Welcome CMO Matt Malanga at Martech (free for registered attendees).

NewsCred co-founder and CEO, Shafqat Islam, told us: “The divestiture of the content services business in July, combined with the rebrand of our software and company, are together a culmination of a 3-year strategy. We spent years building a profitable services business while investing heavily in our software platform, and as a result of the sale, are now in a healthy position to double down on R&D.”

The rebrand, he said, reflects the “next chapter for our company — one as a bold, innovative, and thriving SaaS organization. Welcome is the perfect vessel to champion our ‘marketing orchestration’ message and enable us to execute on our mission to transform how marketing teams work.”

About The Author

Kim Davis

Kim Davis is the Editorial Director of MarTech Today. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.