Gross sales enablement platform Seismic has acquired Percolate, a advertising and marketing marketing campaign orchestration and content material administration platform.
Percolate’s expertise falls between a “content marketing platform” and a “marketing resource management tool.” In contrast to another CMPs, they focus much less on content material supply and extra on planning and analyzing advertising and marketing campaigns.
Percolate was based in 2011. Their clients embrace Microsoft, Bosch, United Airways, and BP, amongst others.
Seismic described the acquisition as a “unification of two essential pillars in the marketing technology stack.”
“Content is at the heart of the modern buyer experience”
Percolate and Seismic concentrate on separate however overlapping advertising and marketing capabilities. For Seismic — and for B2B gross sales enablement typically — content material has turn out to be central to the shopping for course of.
Percolate CEO Randy Wootton mentioned in an announcement:
“Seismic and Percolate have both built their success on the principle that content is at the heart of the modern buyer experience. Both of our companies endeavor to foster better alignment between marketing and sales and improve the buyer/seller interaction, resulting in accelerated deals and pipeline for our customers. Combining with Seismic allows Percolate to provide even more capability to our customer base and more value to the marketing ecosystem.”
Gross sales groups can spend as much as 35 hours each month creating their very own content material. And that may imply $2.three million misplaced yearly. Combining gross sales enablement with content material administration, then, is a pure transfer.
Seismic says that with Percolate, it is going to be in a position to higher ship “personalized and compelling content throughout the entire customer journey and across all channels.”
Percolate raised a $32 million Sequence D funding spherical in March of this yr. And in response to Crunchbase, their whole funding reached $106.5 million.
Seismic raised a $100 million Sequence E funding spherical in late December 2018. At the moment, their valuation hit $1.05 billion.
Seismic introduced the deal on November 5 and didn’t disclose monetary phrases. Additionally they added that Percolate CEO Randy Wootton will proceed main the Percolate staff, reporting on to Seismic’s CEO.