Percolate wants to be a Swiss Army knife for marketing software

The company, which has just received a fresh $40m cash injection, says it offers an all-in-one alternative to myriad marketing tools

Simplicity is an oft-cited goal in the world of enterprise software, but by most accounts, it's rarely achieved. Percolate is hoping to change that, at least for marketing professionals.

The startup says its namesake software platform offers an all-in-one alternative to the hodgepodge of smaller marketing tools used by many companies today.

Percolate's software is designed to act as a central hub for myriad aspects of the marketing function, including campaign planning and collaboration, storage of all files and brand-identity elements, production of marketing and advertising content, multichannel distribution, analytics and customer interaction.

The idea, in essence, is that marketers can use a single tool to store and publish files, communicate with employees, manage social aspects and create many different types of marketing.

The company, which on Thursday announced $40 million in Series C funding, was launched back in 2011 with a different focus: to help marketers create content that prospective customers would find engaging and relevant.

But as the company grew, its leaders zeroed in on what they saw as a bigger opportunity. "It became clear what the market was really missing was a central system of record for marketing," Noah Brier, the company's cofounder and CEO, said in an interview via email. He said he wants Percolate to be to marketing what Salesforce is to sales and Workday is to human resources, for example.

Percolate seems to be gaining traction. With offices in New York, San Francisco, London, Los Angeles and Austin, Texas, the company claims Unilever, Michelin, GE, Johnson & Johnson and VISA among its 300 or so clients. The company's latest funding round -- which was led by Lightspeed Venture Partners with participation from previous investors including Sequoia Capital -- brings its total intake so far to $74.5 million.

Percolate's plans for this latest $40 million include tripling staff in its San Francisco office to roughly 50 by year's end and growing its overall headcount from 215 to 300. It also aims to expand internationally in Europe, South America and Asia and to explore acquisitions, Brier said.

Because of the breadth of Percolate's offering, it sees competition from multiple quarters, including enterprise social media management systems, content marketing tools and digital asset management platforms, Brier said.

But he remains undaunted. Percolate's approach to breaking down silos and providing the entire marketing organization with a single system sets it apart, he said, as do its tools for making sure every message properly reflects the brand and for improving the efficiency and transparency of global marketing organizations.

Percolate is building an API ecosystem of platform and integration partners, according to Brier. This means that, most of the time, Percolate can be integrated with customers' third-party software tools to exchange data and files.

Whether it's all enough to keep propelling Percolate forward, of course, is the big question.

Products such as Percolate address a growing need among marketing professionals to coordinate marketing campaigns across a variety of social channels, according to analyst Frank Scavo, president of Computer Economics.

"But long-term, I see these solutions as features of marketing-automation suites, not as a separate category," Scavo said. "Ultimately, I would expect Percolate to be acquired by someone bigger."

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How service heterogeneity is impacting engagement

Marketers have long known the importance of standardising products to assure quality and consistency. For services, however, standardisation is much more complex.

Dr Chris Baumann

Associate professor, Macquarie University

Kindness matters in business: why the nice guys finish first

A recent 1000-page Royal Commission report on misconduct in Australia’s financial sector revealed hair-raising stories of excessive commissions, rampant mis-selling and charges levied on the dead. So how do you stop a bank from misleading its customers?

Nick Liddell

Director of Consulting, The Clearing

Myer vs. David Jones: Do cyborgs win?

As two of Australia’s stalwart brands in Myer and David Jones continue their respective journeys through troubled waters, it heralds yet another sign of the shifting business environment and shift towards an experience economy.

Tom Uhlhorn

Founder and strategy director, Tiny CX

nice article

meripadhai

5 things marketers need to do to get better in buy in when presenting

Read more

International business is closely related to marketing or marketing activities carried out by the company. According to Gitman and McDani...

Eko Prasetyo Utomo X

Salesforce: The age of the marketing campaign is over

Read more

Back in 1968 Holden began an appeal to customers who have an interest in competition. It did this with the introduction of the HK GTS 32...

Ben Tate

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Your blog post is really good and informative. Thanks for taking time to provide us this useful information with us.Auto wrapping uaeADF ...

Yes Machinery

Image intelligence:10 must-see infographics for marketers

Read more

A debt of gratitude is in order for sharing this marvelous information.I have taken in numerous things from your post

digitech Classes

Lumen CMO strives to make the brand synonymous with anti-ageism

Read more

Latest Podcast

More podcasts

Sign in