Careers at Percolate

Mission

Percolate’s mission is to build The System of Record for Marketing.

History

James Gross and Noah Brier were experienced marketers. Observing how social media and mobile devices had taken the world by storm, they decided to build a solution that would capitalize on this heat. The result was a filtering engine that analyzed consumers’ social media behavior to identify online stories of interest and send them five website links on a daily basis (called a “Daily Brew”).

The service was provided through a cloud-based platform. The team members founded a company in 2011 to market the platform, called Percolate. Their offering was a success, but within a few months they realized it would be more profitable if it catered to businesses. So they changed its focus to a service that helped firms – specifically the firms’ marketers – to better engage customers.

The new service helped clients identify the content of greatest interest to fans and followers on their social media channels (Facebook, Twitter, etc.). It then used this information to find the most relevant and compelling stories to publish on those sites. It also offered a dashboard that enabled companies to monitor and analyze how the content being pushed was perceived by followers.

The new product attracted a lot of attention, and generated more revenues for Percolate. Its performance enabled it to raise $1.5 million in seed funding in late 2011 and $9 million in 2012. These investments were used to build a sales team and hire more engineers, and the firm moved its platform from alpha to beta status. Percolate now offers a wide range of marketing services.

Benefits at Percolate

Business model of Percolate

Customer Segments

Percolate has a mass market business model, with no significant differentiation between customer segments. The company targets its offering at firms of all industries and sizes that have social media platforms.

Value Proposition

Percolate offers three primary value propositions: convenience, performance, and brand/status.

The company offers convenience by making operations simpler for clients. Its platform is an end-to-end solution that helps marketing professionals plan, create, and execute all of their marketing activities. It makes their lives easier in the following ways:

  • Enables them to coordinate marketng campaigns and activities on a single calendar; tasks can be seen together or filtered by topic, channel, team, and location
  • Provides brief templates they can use to organize their marketing ideas and collaborate on content, events, and campaigns
  • Provides a mobile format they can use to obtain real-time updates and share media
  • Provides an integrated task management tool they can use to track work from beginning to end, and an enterprise-grade approvals system to conduct oversight over all content
  • Streamlines tasks by integrating existing client systems for budgeting, CRM, marketing automation, and enterprise resource planning

The company demonstrates strong performance through tangible results. High-profile examples of positive outcomes for specific clients include the following:

  • Unilever used Percolate’s solution to reduce the amount of time spent developing and approving content, resulting in a decreased cost per social post and annual savings of over $10 million
  • Amtrak used Percolate’s solution to make its marketing more customer-centric, resulting in the collection of 329 images of fans‘ experiences and a 110% increase in fan engagement
  • General Electric used Percolate’s solution to plan, store, and distribute content through a single platform, resulting in a higher publishing rate – more than 950 posts in one month alone
  • MasterCard used Percolate’s solution to brief its marketers and agency partners, enabling it to create and share six campaigns with more than 150 users across the U.S. and UK
  • Freshpet used Percolate’s solution to provide a real-time view into consumer reception of its content, resulting in the saving of several hours a day and the publishing of pieces once a week

The company has established a strong brand due to its success. It is used by over 800 brands worldwide, including Fortune 500 firms such as Marriott, IBM, adidas, Anheuser-Busch InBev, and Levi’s. It has also won a number of honors, including recognition as a “Leader“ in the Onboarding and Support category in The Forrester Wave Social Relationship Platforms report for 2015.

Channels

Percolate’s main channel is its business development team. The company promotes its offering through its website, social media pages, and participation in conferences.

Customer Relationships

Percolate’s customer relationship is primarily of a personal assistance nature. The company provides general phone and e-mail support. It also assigns clients an engagement manager that provides regular assistance, and offers a wide variety of support services through partners, such as implementation, onboarding, training, and campaign development.

Key Activities

Percolate’s business model entails maintaining a robust cloud platform for its clients.

Key Partners

Percolate maintains the following partnership programs:

Alliance Partner Program – Includes the following types of partnerships:

  • Consultants and System Integration Partners – Service providers who offer implementation, change management, technical, and content support to its customers.
  • Agency Partners – Creative, digital, and media agencies that assist in campaign development.
  • Technology Partners – Tech firms in the content publishing, social connectivity, and software-as-a-service realms that extend Percolate’s platform with distribution channels and third-party applications in order to provide an enhanced offering for its customers.
  • Marketplace Partners – Content fulfillment firms that supply licensed and on-demand content via the company’s in-app marketplace portal to help clients communicate more effectively.

Program benefits include training programs, certification and accreditation paths, go-to-market collaboration efforts, and dedicated relationship support.

Affiliate Partner Program – Invites trusted third parties to promote the company’s offerings through their platforms (websites, mobile apps, etc.). Leads that result in new customers earn the parties referral fees totaling 10% of the customer’s first-year license cost. Many partners obtain additional earnings by providing services to clients.

Key Resources

Percolate’s main resource is its proprietary software platform, which serves over 800 brands.

It depends on human resources in the form of engineers to maintain and update the platform, consultants to provide training and advisory services, and customer service personnel to provide support.

As a relatively new startup it has relied heavily on funding from outside parties, raising $74.5 million from 14 investors as of May 2015.

Cost Structure

Percolate has a value-driven structure, aiming to provide a premium proposition through significant personal service and frequent service enhancements.

Its biggest cost driver is likely cost of services, a variable expense. Other major drivers are in the areas of customer support/operations and administration, both fixed costs.

Revenue Streams

Percolate has one revenue stream: revenues it generates from the subscription fees it charges for regular access to its software-as-a-service platform. Its staff must be contacted directly for pricing.

Our team

Noah Brier,
Co-Founder and Chief Executive Officer

info: Noah Brier earned a Bachelor of Arts in Media & Culture at New York University. He previously served as the Head of Strategic Planning at The Barbarian Group LLC, as Founder of Likemind, and as a Strategist at Naked Communications.

James Gross,
Co-Founder

info: James Gross earned a Master of Science degree at California State University – Northridge. He previously served as Senior Vice President, Publishing at Federated Media Publishing and worked in Business Development at Feedster.

Pete Perrone,
Chief Financial Officer

info: Pete Perrone earned a B.S. in Electrical Engineering at Duke University, an M.S. in Electrical Engineering at Georgia Tech, and an MBA at MIT. He previously served as the CFO of Limelight Networks and as a Managing Director at Goldman Sachs.

Laurent Raufaste,
Executive Director, Infrastructure

info: Laurent Raufaste earned a Bachelor’s degree in Computer Science at Conservatoire National des Arts et Métiers. He previously served as Technical Lead at Fresh Planet, as a Web Architect at JFG Networks, and as a Web Developer at WS Interactive.

Jobs at Percolate

Account Manager
San Francisco, California, United States
Team: Business Requirements: 6+ years of relevant account management experience Proven track record of exceeding quota via renewals and expansion sales Experience with consultative sales process, SaaS (ideally MarTech) and working with leading Enterprise organizations and their software deployments Strong understanding of multi-channel marketing, content marketing, marketing project management, marketing analytics and agency dynamics Ability to build relationships with senior executives, ideally in marketing and IT management, managing top-down, bottom-up relationships within your customer accounts, and applying formal strategic account planning and sales methodologies Preparing and negotiating renewals, rightsizing existing contracts based on usage and revised pricing models, and legal/procurement negotiations experience Communicating with customers about complex ideas and transformative concepts that will benefit them, including C-Level presentation experience Identifying business challenges and shape solutions that fit the Percolate platform vision Thinking on your feet and staying calm under pressure Self-motivated, disciplined, and proactive individual, with history of achieving goals and exceptional client service Strong customer references Responsibilities: Complete ownership for customer renewals Identify and put together strategic account plans that map out expansion and other upsell opportunities Maintain an active pipeline of forecasted renewals and expansions to meet quota objectives Be customer’s primary day-to-day point-of-contact and quarterback customer’s needs and requirements. Develop and manage the delivery of regular Executive Business Reviews (EBRs) to ensure mutually agreed upon business objectives are being achieved, customer is clear on the value being delivered and a clear path of growth is established for the partnership Manage the customer relationship across all levels: executive, stakeholders and users Work with Account Executive (if assigned to customer) to identify and engage new business opportunities in other divisions/regions of given customer Leverage Percolate’s Services Teams to increase usage, drive product adoption, and optimize current investment, while identifying opportunities for expanded use and possible integrations into the customer’s process and existing marketing technology Work in close collaboration with Leadership, Sales, Marketing, Product, Support and Services teams to resolve issues and improve overall customer satisfaction in assigned customer accounts Maintain working knowledge of the complete capabilities of Percolate services and of Percolate internal operational processes
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Backend Architect
New York, New York, United States
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Customer Support Associate (Level I)
London, England, United Kingdom
Team: Business Requirements: Bachelor’s Degree with a strong academic record and track record of success in achieving goals Positive, motivated, and “doer” attitude Interest in technology and software, and demonstrated motivation to solve tough technical problems Aptitude and desire for providing exceptional customer service through conflict resolution Ability to empathize with customer concerns and comprehend their key business objectives and challenges Ability to work in a smart way, with speed at scale Organizational, time management, multitasking ability with attention to detail Analytical thinking with the ability to recognize trends in customer submissions Excellent written and oral communication: communicate precisely and in an easily digestible way Exceptional listener: can understand and interpret complex questions Quick learner: ability to master an ever-evolving software platform Ability to thrive in high-growth and fast-paced work environment Experience with Zendesk, Salesforce, and other customer service and support systems is a plus, but not required Proficiency with Google Apps, Apple iWork, Microsoft Office, and other business applications desirable Responsibilities: Assist customers with primary issues and follow-up questions Adeptly handle initial bug triage to diagnose customer issues and severity Deliver a great experience for customers during all interactions Provide answers to customer questions by utilizing the Success Center and other tools and resources Attend product and feature training sessions to stay current on software updates Demonstrate ability to increase knowledge of the product to become an expert of the system Assist with ongoing Support Team initiatives and projects as needed
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Director, Content Strategist
San Francisco, California, United States
Requirements: 6-8 years of content marketing and/or communications experience, preferably managing B2B enterprise brands. A creative mind and an innovative approach to building content and driving initiatives. A collaborative approach to working across complicated organizations and building relationships. Excellent verbal and written communication skills across all levels, from individual contributors to executive staff. An ability to prioritize across multiple priorities and multi-task across a number of initiatives. Responsibilities: Develop a content strategy that delivers world-class content and product messaging that drives awareness, consideration and ultimately engagement with Percolate. Use audience insights, messaging themes, campaign plans, competitive information and content performance analytics to create a steady stream of primary and derivative asset types that can be leveraged across various channels and use cases. Collaborate with product marketing + customer success + demand gen teams as needed to support content ideation, creation, and activation/distribution of key content as well a to integrate and repurpose content marketing and campaign content where appropriate. Collect, analyze and report on content marketing success via standard content marketing related KPIs, using Web analytics tools, marketing automation platforms, and social media management tools to inform and optimize ongoing content marketing efforts. Ability to manage agency partners and internal creative resources to get content created in a quality way, on time. Marketing
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Director of Product Marketing
New York, New York, United States
Team: Business Requirements: 6+ years in Product Marketing or related roles 2+ years in a line management position SaaS product marketing experience required Enterprise and marketing SaaS product marketing experience preferred Ability to build relationships internally and collaborate with key stakeholders in product management, sales, services and marketing Experience with marketing a portfolio of products and offering best practices around bundling and cross-selling. Customer-facing experience in sales and account management scenarios as an SME or thought-leader capacity Excellent communication, presentation, writing, and analytical skills Responsibilities: Define the product marketing strategy and priorities. Leading and developing the product marketing team through day-to-day active management, coaching and training as well as recruiting new team members. Assist the team in developing product positioning and messaging, competitive intelligence, managing releases and enabling the sales team. Provide thought-leadership in developing frameworks to guide all GTM activity across the business. Own relationships with industry analysts to understand the market, brief on product positioning and participation in analyst reports. Own the buyer knowhow and ICP. Discover and document the buyer process including where they get information, and the who, what, when and why behind the decisions they make. Understand broader marketing trends alongside your experience in marketing to help drive new GTM strategy and new product development. Partner with the PM team to help prioritize product development based on customer and market research Collaborate with product management on the development of product roadmaps documentation and how and when to communicate them. Run our regular Customer Advisory Board sessions and develop strategic customer relationships.
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