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GE + Percolate: Creating Systems of Innovation for Marketing

In late 2012, Percolate started working with General Electric to implement technologies and systems that would allow their marketing teams to move faster and collaborate more effectively.

With multiple lines of business — aviation, healthcare, energy, among others — and 305,000 employees across 160 countries, GE is one of largest companies in the world. It’s also one of the most innovative, having adopted a “lean startup” approach to their product development  that’s helping them build better products at a faster rate and at lower cost.

Over the last 20 months, Percolate has become an integral part of GE’s global workflow for the thousands of content assets created across its business units and markets. In partnership with Linda Boff, Executive Director of Global Brand Marketing, Katrina Craigwell, Head of Global Digital Programming, and Gerald Ang, Global Digital Lead, Percolate has helped GE establish global systems of marketing, reduce content costs, and improve the global quality and consistency of their marketing.

Today we’re excited share these results in a comprehensive 19-page case study which goes into detail about how Percolate serves as the system of record for marketing at GE.

Download it for free: GE + Percolate: Systems of Innovation for Marketing. (more…)

Events

Missed Transition 2014? Now You Can Watch All the Talks Online

When we set out to host Transition, our first major company event, we knew we wanted to do something different. We owed it to our clients and community to put together something beyond the typical industry conference, with buzzword-filled talks and recycled ideas.

That’s why we invited a wide range of speakers who shared their view from the edge — whether it was mobile internet usage by Chinese consumers, or the development of a gyroscopically stabilized three-wheel car, or driving innovation in marketing at some of the largest enterprises on the planet. We wanted give people the space to step back and explore topics and perspectives that were totally new and push them to look at the world in a different light.

Looking at some of the comments that we received, we feel like we hit that target. Transition was a great start and we can’t wait to raise the bar even higher for next year.

Bringing the Ideas of Transition to Everyone

There’s something special about a live event and the space at the TimesCenter allows for a fairly intimate experience while holding close to four hundred attendees. But the ideas of Transition are worth sharing and to that end, we’re excited to present the full lineup of talks from the day — over five hours of footage on how technology is changing marketing, the enterprise, and the world. We hope you enjoy them and we hope to see you at another Percolate event sometime soon.

Below we’ve embedded a few of our favorites.

Noah Brier on the importance of invention for marketers

Tim Hwang on how the economics of the web affect the development of cities

Danny Kim on single person vehicles and the future of automotive transportation

Beth Comstock on rethinking the marketing function as CMO of GE

The Full Playlist

Design

In Conversation with the Speakers of DesignTalk

Next Thursday, August 28th, we will be hosting our second DesignTalk event for the design & technology community in New York City. The night will feature design leaders sharing stories around challenges they’ve navigated throughout their careers as they’ve built incredible products, services, and spaces.

We couldn’t wait to meet our speakers, so we had a chat this week and asked them some questions about their life in design.

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Design

Percolate for Android: Wallpapers Inspired by Material Design & Textile Patterns

Our philosophy at Percolate is that enterprise software needs to go beyond the desktop and be fully accessible via mobile devices. That’s why we have a full suite of Percolate applications for iOS and Android. When Apple released their latest version of iOS last fall, we decided it’d be fun to design some Percolate-style iOS 7 wallpapers to go with the update. They’ve been a sleeper hit for us and we decided with the release of Android L to produce a new set of smartphone wallpapers.

In their introduction to Material Design, Google states that their goal is to:

Create a visual language that synthesizes classic principles of good design with the innovation and possibility of technology and science.

(more…)

Events

DesignTalk Presents: Learning to Hurdle

Last year, we introduced DesignTalk, a weekly meeting where our design team gets together to share creative inspirations, everything from photography to architecture, software, film and illustration. It shapes the way we build our products and how we work as a team. The ideas in these meetings found their way on the web, and eventually led to our first event: DesignTalk: Partners in Crime, where six fascinating speakers shared stories about the tools, people, and processes that helped them do their creative work.

Now, Percolate DesignTalk is proud to host our second event for the design & technology community at the Bowery Electric in New York City, on August 28th from 7-10pm. (RSVP here) (more…)

Culture

How Great Marketing Helps Companies Hire Top Talent

Most organizations recognize the value of creating compelling content and inspiring events to reach prospects, expand the sales pipeline, and close business. Great marketing is hard work, but it’s the only way to cut through the noise and earn the attention of your target market.

But what they sometimes forget is that that same focus and attention needs to be brought to bear on recruiting. After all, A players are often fielding offers from numerous firms, or are happy where they are — just like many of your best prospects are. It turns out that one of the most powerful benefits of great marketing communications is about attracting top talent to your team.

Note: We’re hosting a webinar on August 26th on best practices for hiring amazing digital marketers. Learn more here! (more…)

Tech

The New Reality for CMOs: Marketing is a Massive but Fragmented Landscape

This article first appeared on iMedia Connection.

At this year’s Google I/O, SVP Sundar Pichai got on stage to announce that Android had over one billion monthly active users and that they’re shipping 315 million new smartphones each quarter. This staggering figure is up 86% from just one year ago. Of course, one of the biggest challenges for developers is that Android is spread across multiple device formats and only 5% of users have the newest version of Android.

This situation, in essence, is how technology has impacted marketing. We have never been able to reach so many people as we can now. Billions of consumers in hundreds of markets around the world are all connected via digital platforms and can be targeted with visual and interactive content. But at the same time, the channels, content, and companies involved in executing a marketing campaign have also exploded. (more…)

Content Marketing

Seeing is Believing: How Visual Content Has Taken Over

Whether or not we like to admit it, we all make judgements based on appearances. We judge books by their covers, movies by their posters, and companies by their websites. We rely on visual content because it communicates volumes about something at a quick glance.

Today we live in a world where people want to consume content quickly and efficiently. With the wealth of digital content available, we don’t have time to read everything put before us and, even when we see something interesting and click on a website, we usually read about 20% of the text on the page. More so than ever before, we rely on images to inform us what content is worthy of our precious time.

Visuals are evolving the way brands engage with consumers on social, which is why it is important for marketers to understand the impact this content can have on an audience and how to keep up with the market’s rapid demand for new content.

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Clients

How a $79 Billion Brand Leverages Technology in its Marketing

Great software is nothing without creative and engaged users. One of the most fulfilling things we get to do as a product company is see how our clients get creative in leveraging our technology to execute amazing marketing campaigns.

One such client is Visa, the global payments company, which was ranked #7 in BrandZ’s Top 100 Most Valuable Global Brands in 2014. Visa’s social marketing team, led by Lucas Mast, recently gave a presentation with LinkedIn (also a Percolate partner) on the principles, tools, and workflow they used to become one of the top 25 most socially engaged companies on LinkedIn.

Here are a few highlights from that talk (with the full presentation at the end) (more…)

Design

5 Things I Learned from Branding the Transition Conference

In early May, James and Noah told me we were going to hold a conference in July about how technology is changing marketing, the enterprise, and the world. The first thing I thought was that we really have to make it something special. When chatting with Dom about it he told me about the first time he went to see the Yankees, and the complete brand experience fans had when visiting the stadium. Everything was considered. Everything communicated the brand.

We wanted the Transition brand to feel as complete, from the moment you first hear about it, the build up leading to the event and the day itself. Here my takeaways from our Transition branding journey: (more…)

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