Percolate

What Percolate does

Percolate is a privately held enterprise Content Marketing Platform (CMP) founded in 2011 by Noah Brier and James Gross, headquartered in New York with offices in San Francisco, London, and Denver. The platform is purpose-built for large, multi-team marketing organizations that need to coordinate upstream campaign planning, briefing, collaboration, and approvals with downstream publishing and analytics. Its product suite comprises modular components — Marketing Plans, Campaign Production Coordination (with dashboards and a configurable calendaring system), Content Management (with Kanban-style production workflows), an integrated Digital Asset Management (DAM) module, and Marketing Impact Analytics (content metadata, process, and operational analytics) — wrapped in an Enterprise Scale layer for organizational modeling and access governance. The platform is delivered as B2B SaaS on annual subscription contracts, sold through a direct enterprise field-sales motion with quote-based pricing (no public tiers), and is complemented by a public API for custom integrations and a named ecosystem of technology partners (Adobe, Sitecore, Eloqua, Google Docs, Office 365, WebDAM) and agency partners.

Percolate serves more than 600 global brands across seven verticals — Technology (Google, Microsoft, Cisco, Electronic Arts, Sony, Siemens), Financial Services & Insurance (Mastercard, BlackRock, ERIE Insurance), Retail (Walmart, Levi's, L'OCCITANE, Adidas), Industrial (Bosch), CPG (Unilever, Pabst Brewing, Land O'Lakes, Arla Foods), Healthcare (Kaiser Permanente, Sivantos), and Transportation (United Airlines) — with a particularly strong fit for complex global brands that need to coordinate content across regions, brands, and in-house/agency teams. It was recognized as a Leader in Gartner's first-ever Magic Quadrant for Content Marketing Platforms in 2018 and again in 2019, and as a Leader in the Forrester Wave for Content Marketing Platforms in 2015.

The company raised approximately $106.5M across five funding rounds between 2011 and 2019, with a $32M round in March 2019 led by Capital IP, Lightspeed, Notable Capital, and Sequoia. In November 2019, Seismic acquired Percolate to combine upstream marketing planning with sales enablement and broader content experience delivery. Percolate Industries, Inc. remains the legal entity, operating as a wholly owned subsidiary within the Seismic platform, with a UK entity (Percolate Industries Ltd.) supporting EMEA operations.

Name

Percolate

Legal name

Percolate Industries, Inc.

Website

https://percolate.com

Company type

Private

Founded year

2011

Operating status

Acquired

Headcount range

101–250 employees

Short description

Percolate is an enterprise Content Marketing Platform that helps large, multi-team marketing organizations plan, produce, and govern campaigns and digital assets at global scale, serving 600+ brands across seven verticals. It is now a wholly owned subsidiary of Seismic following the 2019 acquisition.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Platform Subscription: Percolate operates as a B2B SaaS platform providing subscription-based access to its Content Marketing Platform. Enterprise customers pay for access to marketing planning, collaboration, workflow management, digital asset management, and analytics capabilities.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

Percolate sells an enterprise Content Marketing Platform (CMP) delivered as B2B SaaS that lets large marketing organizations plan integrated campaigns, coordinate production workflows, manage digital assets, and measure marketing impact in a single system. The platform is sold via annual subscriptions, complemented by a public API, an integrations ecosystem, and customer success services, and now operates as part of the Seismic platform following the 2019 acquisition.

Product overview

Percolate is a leading Content Marketing Platform (CMP) for enterprise organizations, now part of the Seismic platform. The platform consists of an integrated suite of modules including Marketing Plans (for building integrated campaigns), Campaign Production Coordination (for workflow standardization and calendaring), Content Management (for content lifecycle and production workflows with Kanban boards), Digital Asset Management (DAM) for centralized asset storage and organization, Marketing Impact Analytics (for attribution, process, and operational analytics), and Enterprise Scale features (for organizational structure, access control, and security). The platform is complemented by a public API for custom integrations, Customer Success Services, and an Ecosystem of technology and agency partners. The CMP serves as the foundation of the upstream marketing tech stack, enabling organizations to plan, brief, collaborate, approve, and measure content while connecting with downstream publishing and distribution tools.

Differentiator

Problem solved

Functional benefit

Products and services

• Percolate Content Marketing Platform (CMP) Enterprise Content Marketing Platform that manages upstream marketing processes from planning and briefing to collaboration and approvals, enabling global teams to execute on strategy and measure alignment with business objectives.
• Percolate API Public API product enabling developers to build custom integrations, automate workflows, perform data migration, and connect Percolate with other marketing technology tools and enterprise systems.
• Customer Success Services Comprehensive paid services including Success Management, Implementation, Technical, Education, and Support Services to help enterprise customers maximize value from the Percolate platform.
• Percolate Ecosystem Integration Hub Integration hub connecting collaboration tools, creative suites, asset management systems, compliance tools, publishing systems, and CRM/business intelligence tools for upstream and downstream marketing workflows.

Quantifiable outcome

• Users eliminated on average 3 hours per week of administrative work, resulting in three-year savings of $2,764,136 (Forrester Total Economic Impact Study)
• +1 more outcomes

Named customers22 records

Segments7 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature10 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• SeismicflagshipOthers · 1 November 2019Seismic acquired Percolate to create exceptional content experiences at every point in the customer journey. The combined offering provides marketers unprecedented ability to produce and deliver compelling content at enterprise scale across every channel and customer-facing team. Percolate is now part of the Seismic platform.
• AllocadiacoreStrategic or Co-development Partner · 17 April 2019Percolate and Allocadia delivered a joint solution empowering marketing leaders to drive more business impact by connecting marketing planning with investment management.
• Technology PartnerscoreTechnology or IntegrationPercolate maintains partnerships with technology providers including Adobe Experience Manager, Eloqua, Google Docs, Office 365, Sitecore, and WebDAM for integration with the broader marketing technology stack.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Contently: Direct CMP competitor offering enterprise content planning, creation, and analytics. Targets similarly large enterprise marketing organizations and overlaps directly with Percolate's planning-and-briefing core.
• NewsCred (now Latitude): Enterprise content marketing platform with planning, production and analytics capabilities, closely mirroring Percolate's upstream marketing tech stack positioning and serving similar Fortune 500 customers.
• Kapost (Upland): B2B content operations platform providing content planning, workflow, and distribution; a direct functional peer in enterprise content marketing operations, now part of Upland Software.
• Skyword: Enterprise content marketing platform with content planning, production, and analytics; competes directly with Percolate for enterprise marketing organizations seeking upstream-to-analytics workflow.

Broad incumbents

• Adobe (Adobe Experience Manager / Adobe Workfront): Broad martech/DX incumbent offering AEM (CMS/DAM) and Workfront (work management for marketing). Competes with Percolate as part of a larger Adobe Experience Cloud bundle, with overlapping DAM, planning, and analytics capabilities.
• Salesforce (Marketing Cloud / Pardot): Broad CRM and marketing cloud incumbent; overlaps with Percolate in content planning and cross-channel marketing analytics and competes for enterprise marketing budget allocations.
• HubSpot: All-in-one marketing, sales, and content platform. Competes for mid-market and enterprise content marketing budgets with bundled CMS and marketing automation that overlap with Percolate's CMP use cases.

Emerging players

• Bynder: Enterprise Digital Asset Management vendor whose DAM capabilities overlap with Percolate's DAM module; competes for DAM-driven RFPs and increasingly bundles workflow and planning features.
• Wrike (Citrix): Work management and collaboration platform with marketing team use cases. Overlaps with Percolate's campaign production coordination and Kanban-based content workflow capabilities.
• Allocadia: Marketing performance management / investment planning platform. Was a Percolate integration partner (joint solution announced 2019) and competes in adjacent marketing operations tooling for enterprise CMOs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/percolate
• Facebookfacebook.com/percolate
• LinkedInlinkedin.com/company/percolate-inc
• Instagraminstagram.com/percolatehq

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

Funding overview

Funding rounds5 records

Investors13 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Percolate