Optimizely is an enterprise experimentation and digital experience suite: web and server-side testing, bandits, AI agents, personalization, CMS and commerce. Markettailor is narrower and B2B-specific: it identifies the companies visiting your site, personalizes content for their industry, size or account, and tests those experiences against a control.
Teams running a large experimentation programme across web and product will find Optimizely covers far more. B2B marketing teams whose main goal is relevant content for target segments, without adding a separate company data provider, will find Markettailor more direct.
Disclosure: this comparison is written by Markettailor. Optimizely details come from Optimizely's own website, checked in October 2026; Markettailor details come from our product and pricing pages. Where we could not confirm something, we left it out.
At a Glance
| Markettailor | Optimizely | |
|---|---|---|
| Category | B2B website personalization | A/B testing and experimentation |
| Main job | B2B website personalization by company and account | Experimentation and digital experience at enterprise scale |
| Company identification | Built in | Via audience integrations such as Demandbase |
| Testing | A/B tests of personalized experiences per segment | Client- and server-side, multivariate, bandits |
| Other products | Account-level analytics, CRM sync | CMS, content marketing, DAM, analytics, commerce |
| Pricing model | Custom quote | Quote on request |
What Optimizely Does Well
Optimizely's web testing product is now marketed as Optimizely Agentic Experimentation, with Personalization sold as a separate product within the Optimizely One suite.
Optimizely is a digital experience suite. Its experimentation product runs client-side and server-side tests, multivariate tests and bandits, with AI agents that suggest and set up tests. Its Personalization product tailors content, recommendations and offers per visitor. The wider suite covers CMS, content marketing, digital asset management, analytics and commerce, and it is aimed at larger marketing, product and CRO teams.
- Depth of experimentation: server-side tests, multivariate tests, bandits and a mature stats engine.
- AI agents for test ideation, planning and reporting.
- One vendor for CMS, content, experimentation and commerce.
How Markettailor Is Different
Markettailor is a B2B website personalization tool. It identifies the companies visiting your site from their IP address and firmographic data (company level only, no individuals), groups them into segments by industry, company size, location and behaviour, and changes headlines, case studies, logos and calls to action for each segment. It also recognises target accounts, tests personalized experiences against a control, reports engagement by account, and syncs visitor data to Salesforce or HubSpot.
- Company identification is built in, so segments by industry, size and target account work without another data contract.
- Designed around B2B segments and buying committees rather than consumer behaviour.
- Setup is handled by the team, with unlimited team members included.
Pricing
Optimizely: Not public; every plan is individually packaged and quoted. No free plan is listed. (Source: Optimizely pricing page, checked October 2026.)
Markettailor: Custom quote based on traffic volume and requirements. Every plan includes website personalization, visitor company identification, A/B testing, the analytics dashboard, unlimited team members and a dedicated account manager, and the team handles technical setup (see the pricing page).
Which Should You Choose?
Choose Optimizely if
- You run a high volume of web and product experiments.
- You need server-side testing and feature control.
- You already use Optimizely's CMS or other suite products.
Choose Markettailor if
- You want B2B segments and target accounts to see relevant content on your site.
- You want company identification and personalization in one tool.
- Your testing needs centre on personalized experiences rather than product experiments.
Using both
They can coexist: product and growth teams keep Optimizely for experimentation, and marketing uses Markettailor for company-based personalization on the marketing site. Agree which tool owns which pages so two scripts do not change the same element.
Things to Check With Optimizely
- Every plan is individually packaged, so pricing needs a sales conversation.
- Company-level visitor identification relies on integrations such as Demandbase.
- The suite may be more than a small B2B marketing team needs.
Weighing other options too? See our list of Optimizely alternatives, or browse every Markettailor comparison.
Frequently Asked Questions
Does Optimizely identify B2B companies?
Optimizely targets B2B audiences through integrations such as Demandbase rather than built-in company identification.
Can Markettailor run multivariate or server-side tests?
Markettailor's testing is built for personalized website experiences: A/B tests per segment against a control. Teams that need multivariate, server-side or product experiments should use a dedicated experimentation platform alongside it.
How is Optimizely priced?
Optimizely does not publish prices; its pricing page says every plan is individually packaged.