Percolate provides an enterprise content marketing platform that introduces visibility into the marketing process, improves coordination of work, and helps build marketing campaigns and content. The company secured $32M in financing to accelerate its leadership in the content marketing category and invest in the next wave of marketing-technology innovation. Percolate serves large global brands including Mastercard, Cisco, Electronic Arts and Bosch. Founded in 2011 and based in San Francisco, the company is led by CEO Randy Wootton since 2018. The platform emphasizes enterprise marketing operations and campaign/content management for major brands. Percolate began with social media tools that help marketers find and publish content, and has expanded into a broader platform serving as a system of record for marketing teams. The product covers planning, creating campaign briefs, coordinating internal teams and external partners, distributing across channels (including email, search and social), and monitoring campaign performance. The platform works on mobile and aims to replace the many separate tools used by large marketing organizations. Percolate counts clients such as Unilever, Airbnb, Pinterest and WPP, and its customer base grew by 200% in the last year. With the new funding the company plans regional expansion and to focus on acquisitions to deepen its product and market reach. Percolate is headquartered in New York City. Percolate is a New York-based social media marketing startup that provides a content management system to centralize creation and distribution of branded content. Its product suite includes an app to source photography from employees and Percolate Employee, which tasks employees to share brand-positive messages on social networks. The company largely targets social media and marketing departments. Percolate has faced some controversy around Percolate Employee for potentially increasing spammy brand shares. It says the new funding will be used to aggressively expand globally and further develop its platform. Prior funding rounds have brought total capital to $34.5 million. Percolate is a New York City–based technology company offering a SaaS platform to help Fortune 500 brands create and manage content across social platforms like Facebook, Twitter, Tumblr, and Pinterest. Its platform powers content for clients such as Reuters' Counterparties.com and IBM's Social Business Tumblr, and it works with more than 30 Fortune 500 companies including American Express, IBM, GE, and Diageo. The company charges a monthly license fee of $10,000 and has been profitable for most of this year. Percolate plans to use new funding to further develop product and business teams, refine features including analytics and image licensing, expand partnerships with platforms like Tumblr, and hire nine new people in its business and product departments. Co‑founders Noah Brier and James Gross founded the company in January 2011. Jeff Richards of GGV Capital will join Percolate's board as part of the financing. Percolate provides a curation platform that scrapes millions of sources and helps brands build an interest graph to surface and publish relevant stories to channels like Tumblr, Twitter and Facebook. The product includes a brand dashboard used to publish content, a Daily Brew consumer email (retained), and light analytics to track post performance. The company shifted its focus from consumers to brands after finding its business model and profitability in brand services. Percolate moved its platform from alpha to beta and unveiled a redesigned interface tailored to brand content generation. Clients mentioned include Reuters’ Counterparties, Amex OPEN Forum’s Tumblr, Mastercard, GE and a seventh client; the team is nine people and plans to hire several more and move to larger office space. Management projects a sharp increase in demand for frequent “flow” content across social channels and is hiring sales and engineering staff to meet that need.

Total raised

$107M

Funding rounds

5

Latest round

Equity

Latest activity

Mar 2019