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Unilever and Percolate: Accelerating a Global Marketing Organization

At Percolate, we believe what distinguishes a great marketer is not the ability to build individual successes, but to succeed regularly and predictably. As marketing evolves from campaign-centric to  sustained communication, working with technology systems that enable more efficient and consistent results is critical.

In 2013, Unilever started working with us to help improve the performance of its social content, capture cost savings, and increase brand consistency across different portfolio companies and countries. Our pilot program began with three of Unilever’s largest and most diverse brands across 15 markets — Knorr (food and beverage), Hellmann’s (mayonnaise), and Surf (detergent).  After achieving great results and 92% agreement that Percolate is “very easy or extremely easy to use versus other [marketing] software,” our partnership with Unilever has expanded to serve more than 30 global brands in over 20 markets. Based on our initial work together, we estimate Percolate will save Unilever $10 million in annual cost savings on content.  (more…)


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Insights

Marketing’s Moment of Invention

This Wednesday, July 16 at the TimesCenter, Percolate is bringing together marketers, inventors, and entrepreneurs at our first industry conference: Transition. Join us in a conversation about how invention is reshaping the industry, the enterprise, and the world.

Peter Thiel, the widely respected entrepreneur and investor, is out with a book called Zero to One, based on a series of lectures he gave at Stanford University. In the book Thiel argues that not all progress is the same and you can break down progress into invention (0 to 1) and globalization (1 to n). Here is a chart that describes the two types of progress.   (more…)


See how Percolate has developed marketing technology that goes from zero to one.

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Insights

Shortform Video: Why Vine & Instagram Video are the New Frontiers for Brands

At Percolate we like to say that brands are figuring out how to go from four commercials a year to four tweets per hour. What used to take teams of people months to produce has squeezed into tighter and tighter windows of marketing content.

Futbol fans across the planet turned to Twitter to register their shock, sadness, and snark as Brazil got obliterated by Germany in the World Cup semi-finals — a record-breaking 35.6 million tweets were fired off, including 580,000 tweets in a single minute when Sami Khedira scored Germany’s 5th goal. The power of shortform content like tweets and FB posts is that it’s faster to create and faster to consume, leaving consumers engaged but always hungry for more.

For brands, this new volume and pace is a challenge they’re only starting to master. But it keeps getting harder. (more…)


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Insights

Who Owns Your Brand’s Voice?

Gone are the days when companies contemplated the benefits of engaging in real time, two-way conversations on social media. Even in 2012, 73% of Fortune 500 companies were already active on Twitter. The journey toward building a brand that consumers trust is pursued through one steadfast principle: the ultimate humanization of the brand. Today, this journey takes place almost 100% on social media.

We often forget that behind every tweet, post, pin, or hashtag are individuals: professionals crafting a brand’s identity across multiple platforms around the clock. In our increasingly digital lives, we expect to interact with companies and organizations as if we would with another human being— even if we don’t know with whom we’re talking. (more…)


Your brand's voice is too important to just use ordinary marketing software.

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Insights

Can You Pull Off Real-Time Without a Mission Control Center?

Real-time marketing presents a great opportunity for brands to engage with their consumers in an innovative way, but, without technology, it is difficult for teams to be ready for a real-time triggering event.

During Game 1 of the NBA Finals, LeBron James suffered leg cramps from the extreme heat caused by the broken air conditioning in the AT&T Center. James was clearly struggling, but that did not stop spectators from tweeting to Gatorade to ask why the popular sports drink wasn’t able to help LeBron, who is famously sponsored by Powerade.

Gatorade seized an opportunity for a little ribbing and to promote their brand as superior to their main competitor.  Below are some of the tweets from that evening: (more…)


Find out how Percolate is replacing the mission control center.

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Insights

If You Haven’t Read the Leaked NYTimes Innovation Report, You Should

Last month, an internal report written by a strategy team at the New York Times was leaked to the public. Written over the course of six months with consultation of over 350 people, the Nieman Lab at Harvard called the 97 page report “one of the key documents of this media age”.

Here at Percolate, we believe you don’t have to be a newspaper to appreciate the key findings of the report.

The ideas it puts forth hold tremendous value for marketers as we move into a world of brands as publishers and adapt to the rise of content marketing. Having reviewed the report in depth, we’ve identified several major takeaways worth considering. (more…)


Want to learn how Percolate can help with your content marketing?

Get in touch and we’ll show you our system in action.


Insights

The Convergent Evolution of Social Networks

LinkedIn has recently launched a redesign of their profile page to feature a wide image header set behind your picture and bio. It’s only available for customers of LinkedIn’s newest (and most affordable) premium membership — dubbed “Spotlight”. For just $10/mo, you could get the new header today. Other members will have to wait a few months for the changes to roll out.

When you now look at the profile pages for these three major social networking platforms together, it’s clear there’s some convergent evolution going on here. (more…)


Get software that adapts to the social platforms you publish to.

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Insights

Why the Definition of Marketing Automation Is Bigger Than Ever

As the marketing automation software industry closes in on the billion dollar annual revenue mark, more CMOs are turning to this segment to nurture prospects through their customer conversion funnels with useful marketing content. In recent years, this trend has led to two outcomes:

The first is the emergence of two traditional marketing automation leaders — Marketo and Hubspot — who collectively control 35-40% share of this crowded vendor landscape.

The second outcome is the term “marketing automation” has become heavily codified as a buzz-word — particularly among B2B marketers – that means anything (and everything) that helps companies guide leads down the path to purchase. (more…)


See how Percolate is helping redefine marketing automation.

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Insights

31 Essential Facts for Marketers from Mary Meeker’s 2014 Internet Trends Presentation

Technology has dramatically reshaped the marketing discipline and is reshaping the marketer. Join the discussion about the future of our industry at The Transition Conference

Each year, Mary Meeker, a partner at the highly respected venture capital firm Kleiner Perkins Caufield & Byers, produces a massive presentation that looks critically at trends in all things internet related, from the growth in smartphone usage internationally to how many Tinder swipes happen every day.

At 162 slides and thousands of data points, the presentation can be a lot to take in. But it also offers sharp analysis and a great look at macro trends in technology, as well as pockets of growth on various channels and platforms: super valuable for marketers. So we’ve gone ahead and extracted some of the key points and takeaways for marketers and shared them with you here.

(The parentheses indicate the slide number in case you want to dig in further)

Technology Macro Trends

Fact 1: Global internet users reached 2.6B in 2013 but growth has slowed to 9% from 11% in 2012 (154)

Why it Matters About 40% of the global population now has some level of Internet connection, with most of that coming from developed nations. The opportunity ahead is going to be in emerging markets.

Fact 2: China boasts 550M internet users, with 80% of those connected on mobile (129) (more…)


Marketing software designed with the latest internet trends in mind.

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Insights

Altimeter Report: Marketers Need Better Content Technology

In a new report entitled “The Content Market Landscape: Marketer Needs & Vendor Solutions”, Altimeter has confirmed a trend at the core of Percolate’s business: Marketers need technology that helps with their biggest challenge — creating content in a more sustainable way that reaches the right audiences.

In Altimeter’s estimation, the demands placed on marketers have grown increasingly complex over the last years, and the number of available tools has exploded. But most are point solutions to marketing needs. As a result, marketers have focused on the task at hand and just “getting content done” at the expense of more strategic thinking – 70% of marketers say they lack a consistent or integrated content strategy.
(more…)


Want to learn how Percolate can help with your content marketing?

Get in touch and we’ll show you our system in action.