WeWork acquires digital marketing company Conductor

WeWork is acquiring the SEO marketing business Conductor. The terms of the deal were not disclosed.

Though from the face of it, the two companies may not look like a perfect match, Conductor should give WeWork a stronger connection to enterprise clients.

"Together, we can help large companies expand their digital presence and deliver customer value through digital content," WeWork said in a blog post. Conductor co-founder and CEO Seth Besmertnik said that he and WeWork CEO Adam Neumann went to college together, and they’ve “kept reconnecting and reconnecting over the years.” More importantly, the companies are already customers of each other’s services.

"Conductor joining WeWork is a validation of everything we’ve all been working towards — showing businesses how to use their power to help customers solve problems, make decisions, and find solutions," Besmertnik wrote in a blog post.

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.

WeWork became a Conductor client in 2016. "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," the WeWork blog post said.

Along with WeWork, Conductor's other clients include major corporations like Citibank, Salesforce and CVS. The company, which has more than 200 employees, will continue to operate as an independent business line. CEO Seth Besmertnik will keep his role and report to WeWork President and Chief Financial Officer Artie Minson.