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Seismic acquires Percolate, unifies “two essential pillars” of martech stack

Sales enablement platform Seismic has acquired Percolate, a marketing campaign orchestration and content management platform.

Percolate’s technology falls between a “content marketing platform” and a “marketing resource management tool.” Unlike some other CMPs, they focus less on content delivery and more on planning and analyzing marketing campaigns.

Percolate was founded in 2011. Their customers include Microsoft, Bosch, United Airlines, and BP, among 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 focus on separate but overlapping marketing functions. For Seismic — and for B2B sales enablement in general — content has become central to the buying process.

Percolate CEO Randy Wootton said in a statement:

“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.”

Sales teams can spend up to 35 hours every month creating their own content. And that can mean $2.3 million lost annually. Combining sales enablement with content management, then, is a natural move.

Seismic says that with Percolate, it will be able to better deliver “personalized and compelling content throughout the entire customer journey and across all channels.”

Percolate raised a $32 million Series D funding round in March of this year. And according to Crunchbase, their total funding reached $106.5 million.

Seismic raised a $100 million Series E funding round in late December 2018. At that time, their valuation hit $1.05 billion.

Seismic announced the deal on November 5 and did not disclose financial terms. They also added that Percolate CEO Randy Wootton will continue leading the Percolate team, reporting directly to Seismic’s CEO.

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