WeWork acquires SEO and marketing intelligence platform Conductor

WeWork acquires SEO and marketing intelligence platform Conductor

Shared work space giant WeWork has acquired Conductor, an online marketing services company that analyzes online search data and helps companies create content based on what people are looking for. Terms of the deal were not disclosed. Founded out of New York in 2006, Conductor offers a number of tools including Conductor Searchlight, which marketers use to garner insights about their potential customers before they begin creating marketing content. The company has raised around $7 billion in funding, and is now valued at more than $20 billion, making it one of the world’s most valuable startups. WeWork raised the last chunk of its capital via a $4.4 billion SoftBank investment six months ago. Why Conductor? Well, WeWork has used Conductor’s services itself since 2016, so it knows what it can do. “If a new approach, platform, or service has helped our fast-growing global business flourish, we want to share those learnings with our members and beyond.” WeWork has made seven previous acquisitions, the last one of which was in November when it snapped up real-world social community platform Meetup. “Conductor has helped us improve our digital marketing and online presence by making it easier for us to reach new potential WeWork members based on what they are seeking,” WeWork added. “Conductor has made it easier for us to reach potential WeWork members who are looking for workspace,” added Minson.

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Shared work space giant WeWork has acquired Conductor, an online marketing services company that analyzes online search data and helps companies create content based on what people are looking for. Terms of the deal were not disclosed.

Founded out of New York in 2006, Conductor offers a number of tools including Conductor Searchlight, which marketers use to garner insights about their potential customers before they begin creating marketing content. This includes finding out what kinds of search terms consumers use to find, say, credit card information — armed with this knowledge banks, for example, are better enabled to structure their online marketing spiel to bag new customers. Then there’s Insight Stream, which uses data to deliver advice in plain-English to marketers.

Founded in 2010, WeWork offers shared work spaces in more than 20 locations across the Americas, Europe, and Asia. The company has raised around $7 billion in funding, and is now valued at more than $20 billion, making it one of the world’s most valuable startups. WeWork raised the last chunk of its capital via a $4.4 billion SoftBank investment six months ago.

Why Conductor?

So WeWork clearly has enough cash in the bank, but why would it look to invest in what is essentially a glorified SEO marketing company? Well, WeWork has used Conductor’s services itself…

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