Kapost

A recognized B2B content operations platform that helped popularize content ops as a discipline, acquired by Upland Software in 2018 for $50 million.

Kapost was a Boulder, Colorado-based B2B content operations platform founded in 2010 that helped enterprise marketing teams plan, produce, distribute, and measure content at scale. The platform addressed a core challenge for B2B marketers: managing the complexity of content operations across large teams, multiple channels, and extended buyer journeys. Kapost provided a centralized hub where marketing organizations could align content strategy with business goals, coordinate cross-functional workflows, and ensure consistent messaging across every stage of the customer lifecycle. The platform offered capabilities including content calendars, workflow management, content repositories, and analytics that tied content performance to pipeline and revenue outcomes. Kapost was particularly well-regarded for its focus on content operations as a discipline — not just content creation — and helped popularize the idea that B2B marketing teams needed dedicated operational infrastructure similar to what sales teams had in CRM systems. Its customer base included notable enterprise B2B brands, and it was recognized by analysts including Forrester as a significant player in the content marketing technology space. In 2018, Upland Software acquired Kapost for approximately $50 million, integrating it into Upland's broader portfolio of cloud-based enterprise work management software. Following the acquisition, the Kapost brand and product were absorbed into Upland's offerings, with the technology continuing under Upland's umbrella rather than as a standalone product. The acquisition marked the end of Kapost as an independent company, with its content operations capabilities folded into Upland Software's suite.