Combined offering to provide marketers unprecedented ability to produce and deliver compelling content at enterprise scale across every channel and customer-facing team
Seismic, the market leader for sales enablement platforms, today announced the acquisition of Percolate, a leading marketing campaign orchestration and content management platform. With this acquisition, Seismic strengthens its ability for marketers to deliver personalized and compelling content throughout the entire customer journey and across all channels. This includes initial customer engagement via email, social, and other channels, as well as across customer-facing teams, such as sellers, customer success representatives, and partners.
The acquisition will result in an offering that enables marketers to have full control and oversight into how their content impacts this new buyer landscape. By combining Seismic's industry leading sales enablement and asset management functionality with Percolate's content orchestration and campaign planning tools, marketers will have comprehensive control and agility to efficiently align the most compelling and personalized content wherever and whenever the customer interacts with their brand. The unification of two essential pillars in the marketing technology stack will also offer comprehensive insights and data for marketers to make full-scale, intelligent improvements to their entire content investment.
"Marketers understand that producing personalized, compelling content is foundational to providing value to their company's bottom line and therefore the business at large," said Doug Winter, Seismic co-founder and CEO. "Percolate will be essential in helping Seismic widen our industry lead in enabling marketers do so in one-to-one customer interactions while also expanding our combined capabilities into all content initiatives and distribution channels."
Due to rapid changes in buyer behavior and expectations, non-personalized content is now an unacceptable marketing practice. In August, Forrester Consulting found that 85 percent of enterprises agree that buyers will dismiss their brand if they don't provide tailored information. At the same time, the streamlined and linear "purchase funnel" has been rendered obsolete, with Gartner noting that buyers revisit each of the six buying "stages" at least once during their purchase.
"Seismic and Percolate have both built their success on the principle that content is at the heart of the modern buyer experience," said Randy Wootton, CEO of Percolate. "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."