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

Director of Demand Generation
New York, New York, United States
Team: Business Requirements: 8+ years of B2B digital experience with a strong focus on ABM and Digital Have implemented traditional marketing tactics. We believe in integrated marketing and so all tactics including DM, print, sales drop programs, etc. need to be considered into the mix. Deep experience with managing Marketo and Salesforce Track record of successfully creating and implementing growth strategies in SaaS environment Ability to manage multiple projects in an agile and deadline-driven environment Experience managing a small team, strong verbal communication, proven team collaboration skills, and demonstrated leadership and influence abilities Familiarity using, Salesforce, Marketo, Bizible, Drift preferred Ability to work in a fast-paced and high-energy New York City office Documents break-fix actions and implements fixes on systems under Marketing Coordinates cross-functionally within IT to deliver Marketing projects on-time and within budget. Responsibilities: Lead the demand generation function to drive predictable, scalable, and repeatable pipeline and revenue. Develop and execute a demand generation vision and strategy using industry best practices that are effective for the B2B business model. Own reporting and communication of marketing impact, while building a clear understanding of demand gen goals, success metrics and impact across the organization. Management of all inbound and outbound demand generation channels, such as email, direct mail, digital advertising, SEO, webinars, major conferences/trade shows, and ABM. Propose, develop, test and execute multi-channel acquisition programs that seamlessly integrate events, digital, content, email, web, direct mail, paid advertising, social and account-based marketing. Must have experience to execute digital strategies and tactics to drive web traffic, content conversion, and brand awareness Own the demand funnel by developing the right scoring, in-product CTAs/conversion paths, nurturing, and routing practices and partnering with product, marketing operations, and sales on an integrated approach that maximizes its revenue contribution. Create and track demand generation performance, quality and business impact through key metrics including enabling lead flow and end-to-end reporting and analytics; define and track lead forecasts and conversion rates Work closely with team to further define and implement optimal lead management processes and resources- including lead flow processes, SAO requirements with sales, SFDC compliance. Define and develop lead nurturing campaigns based on target buyer personas and real-time measurements based on lead quality and conversion. Partner and collaborate with channel marketing experts including field marketing including events and webinars, traditional marketing including direct mail, digital including video, social, search and programmatic to ensure fully integrated ABM campaigns Partner and collaborate with various Marketing stakeholders including: Product Marketing, Corp. Communications and Content Marketing to inform consistent messaging across demand generation campaigns Develop strong relationships with sales leaders and individual account executives to approach challenges collaboratively and align activities to sales team goals.
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Engineering Manager, Analytics
Denver, Colorado, United States
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Product Manager
Denver, Colorado, United States
Team: Product Requirements: 2+ years of software product management experience 4+ years of experience with Software-as-a-Service desirable Excellent communication and presentation skills Track record of shipping great products Ability to adapt to or experience in working at a hyper-growth startup environment Ability to make data-driven decisions without succumbing to “analysis paralysis” Ability to think critically about design Disciplined organization skills with acute attention to detail and ability to ask the questions nobody else has asked Driver - “get it done” personality. Able to balance multiple projects and follow through on plans Expertise in web service architectures or SaaS design patterns Excellent verbal, visual, and written communication skills Experience managing project ambiguity, complexity and interdependencies in a structured way BA/BS in computer science or a related technical field desirable Responsibilities: Craft product roadmaps by gathering input from customers, cross-functional teams, market and competitive research, product usage Drive consensus and articulate initiative recommendations and trade-offs to leadership team and stakeholders while also being able to interface with technical audiences at varying levels Develop user stories and acceptance criteria to inform the total user experience Work hands-on with design, engineering, and marketing teams to prioritize, scope, ship, iterate features Define and analyze key metrics that will inform decision making and measure success of product initiatives Communicate strategy, plans, progress and scorecard to leadership and cross functional teams Support the GTM process and collaborate with Product Marketing, Sales, and Customer Success to achieve internal readiness and launch objectives Be a subject matter expert and point of contact for shared application services and framework like permissioning, identity, and the Percolate object model.
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Senior Product Manager, Integrations
New York, New York, United States
Team: Product Requirements: 5+ years of experience with Software-as-a-Service 3+ years of Product Management experience Have delivered integrations with multiple marketing technology vendors Experience with how large backend systems are built and knowledge of how to build on or integrate with APIs. Likely to have experience as an engineer and/or technical architect. Disciplined organization skills with acute attention to detail and ability to ask the questions nobody else has asked Proven analytical skills and superior ability to use data to drive decision-making and feature prioritization Driver - “get it done” personality. Able to balance multiple projects and follow through on plans Excellent verbal, visual, and written communication skills Experience managing project ambiguity, complexity and interdependencies in a structured way Experience working in a fast-paced enterprise technology environment Responsibilities: Craft product roadmaps by gathering input from customers, cross-functional teams, market and competitive research. Drive consensus and articulate initiative recommendations and trade-offs to leadership team and stakeholders while also being able to interface with technical audiences at varying levels. Develop specifications, user stories and acceptance criteria to inform the scope and experience of the integrations. Define and analyze key metrics that will inform decision making and measure success of product initiatives. Communicate strategy, plans, progress and scorecard to leadership and cross functional teams. Support the GTM process and collaborate with Product Marketing, Sales and Technical Services to achieve launch readiness and drive adoption. Learn everything about the technologies we integrate with and that matter to our largest customers. Maintain a firm grasp of the competitive landscape and identify areas of competitive differentiation for internal consumption and roadmap planning Partner with external companies to understand how to leverage their technology Be a subject matter expert and point of contact for potential, new and existing customers on the implementation and adoption details of our 1st party integrations.
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Account Manager
Denver, Colorado, United States
Team: Business Requirements: 3+ 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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