SOURCE: Optify


April 13, 2010 06:00 ET

Optify Strengthens Management Team and Board With Addition of Marketing and Software Veterans

Mark Wachen Joins Optify Board of Directors, Bill Baker Serves as Technical Advisor, Anthony Joseph Appointed as VP of Customer Experience

SEATTLE, WA--(Marketwire - April 13, 2010) -  Optify (, a provider of hosted, easy-to-use business lead generation software for search and social media, announced the appointment of three marketing and software industry experts to the company's leadership team. Mark Wachen, Bill Baker and Anthony Joseph bring extensive industry and technical experience to help drive company growth and innovation. Last month, Optify unveiled its hosted Real Time Marketing software, designed for a range of small to large enterprises.

Mark Wachen has joined Optify's board of directors. Wachen comes to Optify after serving as CEO and co-founder of Optimost, the company that pioneered multivariable testing and optimization on the Internet. Interwoven/Autonomy acquired Optimost in 2007, and Wachen served as managing director of Optimost after the acquisition through 2009. Prior to Optimost, Wachen spent seven years at Sony Entertainment, overseeing a wide variety of Internet initiatives. He was also CEO of Indimi (Internet Direct Marketing Intelligence), a company majority-owned by Sony. In this role, he spearheaded the acquisitions of InfoBeat, AdTools and DailyRating. Mark earned an MBA from Harvard Business School and a bachelor's degree from Dartmouth College.

"To date, business to business marketing executives have been underserved by the software industry, with few technology solutions to help them automate their Web marketing efforts, or measure the impact of any given campaign," Wachen said. "Optify is addressing an important pain point within the industry and is poised to become a leader in the emerging category of marketing automation software."

Baker will serve as a technical advisor to Optify, working closely with the company's development team on product innovation, scalability and technical infrastructure. Most recently, Baker served as CTO at Visible Technologies, a provider of social media marketing analytics software. Previously, he spent more than 12 years at Microsoft, where he founded the Business Intelligence (BI) team within the SQL Server product unit, and served as a thought leader and spokesperson for BI. His background also includes senior level development positions for IRI Software, acquired by Oracle, Softbridge Microsystems and Dynamics Associates. Baker graduated from MIT in 1979.

Anthony Joseph joins Optify as VP, Customer Experience, where he will ensure customers get maximum value from Optify's software, and oversee all customer service and customer marketing operations. Joseph brings a track record of innovation and industry experience from his 11-year tenure at, including business, product and program leadership for the Amazon Marketplace business, most recently serving as product development director. He has held leadership positions in product development and product management with PointCast, Avid and Digidesign, and served as an advisor to a handful of Seattle-area start-ups.

"Optify is seeing strong demand for our software and solutions, and this talented group of people will help drive all areas of our business, including product innovation and customer relationships," said Brian Goffman, co-founder and CEO of Optify. "By bringing Mark, Bill and Anthony on board, we've added decades of technology and marketing expertise to our team. Each provides valuable capabilities into building world-class, easy-to-use software that provides even greater benefits for B2B marketers."

About Optify
Optify ( helps marketing professionals generate qualified leads through web search and social media. Optify's integrated, hosted service enables professional marketers to find and track target keywords, optimize their Website for search engines, qualify leads automatically, monitor Website visitors, automate Twitter campaigns and track results, and gain insights into which online marketing channels are driving the most qualified leads. Optify is simple to set up and includes free phone, email and Web support. For more insights on how to market in real time, visit the Optify Lead Generation Blog at

Contact Information

  • Contact:
    Beth Mayer
    Barokas Public Relations for Optify
    Email Contact