WP Engine, a WordPress digital experience platform, announced today a deal to acquire challenger Flywheel, while also launching a new partnership with HubSpot. Both proclamations bring together engineerings that seek to create better experiences for marketing and sales customers within the WordPress ecosystem.

Flywheel acquisition

Financial terms of the agreement have not been shared, but according to the release, the deal is the biggest to-date in the WordPress space. Flywheel currently provides more than 28,000 global customers, and once the acquisition is complete, WP Engine will serve over 120,000 labels and agencies. WP Engine CEO and chairperson Heather Brunner declined to share WP Engine’s valuation but pointed to the forecasted combination of WP Engine and Flywheel annual repeat revenue reaching $200 million by 2020. “This powerful combining furthers our vision to be the most relied upon platform for WordPress ,” said Brunner. Our continued investment in WordPress, our shared values and culture, our enterprise-class technology and supporting, our community of agency spouses and most of all our people is gonna be a powerful driver to bring our customers’ breakthrough digital suffers to life.”

HubSpot partnership

The partnership allows users to access HubSpot’s free CRM and marketing application natively within WordPress. The plugin should simplify sales and marketing processes and will allow for more personalization.

“Pairing a powerful CMS with an equally powerful CRM is an essential catalyst for a developing business ,” said Brian Halligan, CEO and co-founder of HubSpot.” We see these two platforms can induce 1+1= 3. With integrated data and the right tools, you can do more than merely store information — you can start more personalized a discussion with expectations, understand and then tailor your site to be what guests “re looking for”, and create an overall improved patron suffer. WordPress strengths 34 % of all websites. By leveraging WP Engine and HubSpot together, those site owners can turn their websites into growth engines for their businesses .”

Why we should care

These two strategic shifts by WP Engine are indicative of the amalgamation tendency we’re realise across the martech landscape. Consolidation is particularly strong around WordPress, which currently accounts for 34% of websites globally. By bringing together HubSpot’s free CRM tools with the plugin, marketers can expect to manage fewer tools, find low-code solutions for marketing and have a centralized data source connection. The alignments with both Flywheel and HubSpot should improve marketers’ accessibility to engineering and tools while generating better data administration opportunities.

More on the news

The HubSpot features now would be prepared to WP Engine users have been available through the plugin since 2011. They include 😛 TAGEND

Forms and pop-up kinds for better make capturing on websites.Live converse to interact with website visitors in real day and bots to provide an automated response after-hours.Automatic syncs with HubSpot CRM that offer the full context across all forms, pop-up figures, and live chit-chat interactions.Simple email automation to quickly engage with contributes after each sort submission.Ability to enable visitor tracking and produce intellect for insight into which pages contacts position on websites for better personalization.

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