Every year, I prioritize listening to leading marketers—our customers—because their concerns provide insights that help shape the future of marketing.
And in 2024, here’s just a glimpse of what I heard:
“You have to go to the data people to get the data, and then you have to connect it to marketing. It’s a big pain—heavy lifting—and here, it was all together.”
“We only have the capacity to test around 350 things a year, but we send out thousands. Being able to run control groups and optimize everyday campaigns would be huge.”
“We have really smart ideas we can’t activate right now. The ability to execute those ideas—and do it at scale—is such a big piece for us.”
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The message is clear: marketing has never been more demanding. While I could have said this at any point during Optimove’s 13-year journey, it’s never been truer than it is today.
Customers demand hyper-personalization, real-time engagement, and meaningful experiences across every touchpoint.
At the same time, marketing teams are under increasing pressure to do more with less—fewer resources, smaller teams, and the need to execute at a real-time pace.
At Optimove, our mission has always been clear:empower marketers to build deep, lasting relationships with their customers.In 2024, advancements in technology further empowered marketers to deliver real-time, personalized, and relevant marketing at scale.
With that as a backdrop, this letter will cover the state of the CRM Marketing industry, Optimove’s accomplishments in 2024, anda look ahead to2025 and beyond.
#1 – The State of CRM Marketing
Last year, we described CRM Marketing as an air traffic control system where brands orchestrate millions of customer interactions with precision. For the most sophisticated brands, that analogy still holds. But 2024 brought new possibilities.
AI integration and automation unlocked unprecedented capabilities: faster execution, more personalized journeys, and adaptable customer engagement strategies. Marketers are no longer constrained by the traditional position-based assembly-line approach, where they wait for specialists in data, creative, or optimization.
Today’s marketers can often own and control the entire marketing process:
Data Power to instantly discover customer insights and segments for precise targeting and hyper-personalization — without depending on engineering
Creative Power to create assets like copy and visuals instantly for any channel — no waiting for creative experts
Optimization Power to give campaigns and messages the power to optimize themselves through the automation of journeys and testing with no need for an analyst
This triple threat marketer is what we introduced at Connect, our user conference in 2024, as thePositionless Marketer.
Advancing Positionless Marketing from an idea to a movement compels us to lead with advancements in our platform.Below, I have enumerated some of our key advancements.
#2 – Optimove 2024 Accomplishments
a. Product Innovations
In 2024, our enhancements helped advance Positionless Marketing to provide marketers with independence and direct control over data, content creation, and campaign optimization.
Data & Insights
Generative AI Insights: Launched in beta, Optimove’s new chat-powered experience, with OpenAI’s latest models, allows marketers to ask questions in any language and instantly receive insights on campaign performance and key business KPIs. Users can also access answers from Optimove Academy and the Developer Portal, ensuring they maximize the platform’s potential efficiently and intuitively.
Snowflake Data Shares: Optimove now provides brands full access to all their data, including customer profiles, campaign and engagement history, and more. Marketers can query data, create custom views, and export insights for downstream analysis. Even brands without their own Snowflake account can benefit, as Optimove grants them access to Snowflake, ensuring seamless and secure data sharing for real-time insights and improved decision-making.
Self-Service Data Ingestion: Marketers now have greater control over their data with our self-service ingestion feature. This advancement accelerates time-to-market for personalized campaigns, eliminates bottlenecks in data processing, and enhances campaign efficiency by enabling marketers to upload and manage their own datasets effortlessly.
Multi-Channel Orchestration
Web Inbox: Introducing a new owned communication channel, Web Inbox allows brands to deliver persistent, in-platform messages directly within their websites, ensuring marketing and CRM messages feel natively embedded rather than appearing as popups, banners, or overlays. This seamless integration enhances the user experience by providing timely and relevant updates within the website’s natural flow, eliminating disruptions while maintaining high engagement.
WhatsApp Integration: With nearly two billion active users worldwide, WhatsApp has become an essential channel for businesses. Our seamless integration allows for AI-orchestrated messaging and personalized multi-step conversations, ensuring brands can engage their audiences through one of the world’s most popular messaging platforms.
OptiLive: OptiLive revolutionizes fan engagement by tapping into a live data feed of events and statistics, using AI to automatically identify customers most likely to be interested, and triggering hyper-relevant real-time messages with event details. A dedicated dashboard allows brands to monitor the impact of these interactions in real-time, optimizing engagement strategies as events unfold.
Content Personalization
Multi-Language Templates & TMS Integrations: Optimove now supports multi-language templates, enabling brands to create and manage localized marketing content at scale. Seamless integrations with Translation Management Systems such as Crowdin ensure accurate, automated translations, streamlining global campaign execution.
OptiPromo: Expanding the capabilities of promotional personalization, OptiPromo enables brands to dynamically generate and deliver highly targeted offers based on individual customer preferences and behaviors, optimizing promotional efficiency.
Smart Banners: This feature allows brands to dynamically display personalized banners across digital touchpoints, tailoring content in real-time based on user behavior, preferences, and engagement history.
Optimove Gamification: In 2024, we delivered AI-orchestrated gamification, a first to iGaming and Sports Betting operators. By being AI-orchestrated, player challenges are personalized for the individual to maintain engagement without causing frustration or boredom.
b. Optimove 2024 Recognitions
In 2024, Optimove achieved significant milestones that reflect our commitment to innovation, excellence, and leadership in CRM Marketing.
We were honored to be named the Visionary Leader in Gartner’s Magic Quadrant for Multichannel Marketing Hubs and the Global Leader in Journey Orchestration, cementing our position as an industry pioneer. Additionally, The Forrester Wave™ recognized Optimove as a Contender in Email Marketing Service Providers, awarding us the highest possible scores in Personalization, Process and Workflow Innovation, Email Value, and Organizational Improvement.
In the iGaming sector, Optimove was again ranked as the clear industry leader, with 56% of the EGR Power 50 and four of the top five US operators relying on our platform. We proudly received the 2024 SBC North America Acquisition & Retention Partner Award, the 2024 SBC Latino America Marketing & Services Provider of the Year Award, and the 2024 EGR Italy Acquisition and Retention Partner Award for the third consecutive year.
c. Growth and Financial Success in 2024
From Day 1, Optimove has always been profitable. And 2024 was a year of sustainable growth for Optimove, where we continued to expand our Annual Recurring Revenue (ARR). Our balance of strong profitability with strategic expansion, positions Optimove with a financial profile that is increasingly valued by capital markets.
We surpassed the 500-employee milestone, further bolstering our depth in supporting global brands with Positionless Marketing, the most advanced CRM Marketing solution.
As we scale, our focus remains on responsible, strategic growth—ensuring every step forward is built on financial strength, operational excellence, and a continued commitment to delivering value to our clients.
#3 – 2025 and Beyond
As we look ahead, Positionless Marketing remains at the center of marketing’s ongoing transformation. This approach empowers marketers to do anything and be everything—making the Positionless Marketer essential today and into the future.
These marketers are triple threats, equipped with Data Power, Creative Power, and Optimization Power.
By removing traditional delays and bottlenecks, Positionless Marketing enables faster execution of personalized campaigns at scale—ensuring brands meet customers at the right moment with the right message.
To further strengthen our leadership in Positionless Marketing, we are finalizing a strategic acquisition that will enhance our gamification solutions with a best-in-class offering. Combined with existing capabilities like Opti-X, this addition positions Optimove as the most comprehensive Positionless Marketing platform.
While AI and automation will continue to streamline operations, the human element remains critical. Technology enhances marketing capabilities, but it is human creativity and judgment that ensure customer connections are meaningful and lasting.
We also recognize that new challenges and questions will emerge as marketing evolves. The solutions start with one thing: listening.
Through listening and learning, we remain committed to pushing the boundaries of AI-driven marketing, delivering unmatched personalization at scale, and equipping brands with the tools they need to be Positionless and succeed.
Thank you for your partnership and trust. Here’s to a transformative rest of 2025.
Pini co-founded Optimove in 2012 and has led the company, as its CEO, since its inception. With two decades of experience in analytics-driven customer marketing, business consulting and sales, he is the driving force behind Optimove. His passion for innovative and empowering technologies is what keeps Optimove ahead of the curve. He holds an MSc in Industrial Engineering and Management from Tel Aviv University.
