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Unifying sales and marketing teams through content

When I look out my window, it’s evident that spring has sprung in the Bay Area. For many, spring signals a time of renewal. This year, in particular, feels like a year for renewal. At the same time, there are constants we count on to be true every spring. The cherry blossoms WILL bloom again; the weather WILL get warmer; and at Percolate — we hope — we will be named a Leader once again in the Gartner Magic Quadrant for Content Marketing Platforms

For the fourth consecutive year, Percolate by Seismic has been named a Leader in the Magic Quadrant.*

Since its acquisition by Seismic almost 18 months ago, we have been laser-focused on bridging the gap between go-to-market teams. As many of you know from your own experience, trying to unify any one group is never an easy task. In a year when marketing and sales teams faced new and unprecedented challenges— an abrupt shift to remote work, an urgency to adapt to a changing business environment, and accelerated transformation in buyer behavior — 90% of the CMOs and CROs that I talk to say they feel even more disconnected in today’s world. They describe a vast gulf between their teams, the processes they use to engage prospects and customers, and the systems they use to support their GTM efforts.

I’m grateful that our customers were able to leverage Percolate to meet these challenges head on. Despite not being face-to-face with their colleagues this past year, Percolate customers created, planned, and distributed impactful marketing and sales content across multiple time zones and lines of business. Last year, we saw platform usage growth across the Seismic family of solutions, including Percolate, where content requests increased by 80% year-over-year, as well as a 94% YoY increase in the number of assets downloaded from Percolate.

Our customers rely on Percolate to create aligned campaigns and content strategies across their teams, building a Sales-to-Marketing feedback loop for faster, more effective content creation. In fact, one of our Seismic Shift Award winners, Microsoft, shortened content delivery time from marketing to sales by 50% in three months thanks to our Seismic and Percolate integration. Percolate is where teams align and connect with each other — something we’re proud to say during a year where so many felt isolated and detached from their communities and coworkers. 

In our opinion, Percolate’s deep integrations with Seismic and our partners continue to serve as an advantage for businesses looking for sophisticated marketing orchestration solutions. Since joining Seismic in 2019, our collective team has worked hard to deliver a seamless Percolate-Seismic experience, where marketers and sellers are united at every stage of the buyer journey (I spent more time exploring the challenge of unifying GTM teams last month at Seismic Digital Shift). Alignment and collaboration between sales and marketing will continue to be essential to success in 2021 and beyond, and Percolate by Seismic is purpose-built to enable this partnership.

* Gartner, Magic Quadrant for Content Marketing Platforms, Rick LaFond, Nicole Greene, Published 22 March 2021.

Disclaimer: Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

To see the full report, visit Gartner’s website here. Learn more about Percolate by requesting a demo here.

Randy Wootton
Randy Wootton
Randy is the CSO and President of Percolate, a Seismic company. Randy has 20+ years’ experience in the martech industry, most recently as Percolate's CEO where he led the company’s transformation to an industry-leading content marketing platform. Before Percolate, Randy served as CEO of predictive marketing platform, Rocket Fuel. Randy has also held senior positions at Microsoft and Salesforce.

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