percolate
brand design
web & digital design
print design & production
environmental design
Percolate is a purpose-built content marketing platform designed to support planning, development, and approval of marketing initiatives. Most categories of marketing technology are designed to manage the processes that occur after content has been created, but Percolate is shifting this mindset—framing software as the primary solution to solve the challenges of the marketing department.
To tackle the creative challenge of marketing to marketers, we developed a framework based on the 6 stages of the customer journey. This targeted set of communications guided Percolate’s growth efforts and created alignment across functions to deliver the most qualified leads to the sales team.
“I know something is broken in the way we do marketing.”
Built by marketers, for marketers, Percolate truly understands and empathizes with the complex content challenges marketing orgs face. To establish Percolate as a thought-leader in the space, we built a B2B suite of best practices that we promoted across channels.
The Content Bottleneck theory was a marketing thought-piece designed into a high-touch leave-behind for industry conferences, pitch meetings, and direct mail.
“We need software to help us solve our marketing challenges.”
Focusing on benefits helps prospects start thinking about software as a solution to their process pains. Email and blog content, making a big splash at industry events, and a robust guided tour encourage them to reach out to the sales team.
“Alta” is a fictional B2B tech company used to populate Percolate’s demo environments and product screens. We worked closely with the Sales team to build an FPO brand who’s marketing activities and workflows would resonate with the target customer.
A spectrum of product illustrations at varying levels of fidelity showcase features, details, or concepts appropriate to the final application.
With a name like Percolate, we built our industry event experiences around providing artisanal coffee to sip on while learning more about content marketing software.
“We are looking for a system to help with our content challenges.”
To build credibility as the leading content marketing platform, we asked customers to advocate on our behalf through case studies and speaker series.
Case study videos helped showcase how Percolate helped some of the biggest brands succeed at transforming their marketing organizations.
“I’m looking at Percolate along with two competitors.”
At this crucial stage in the customer journey, we built a fully-branded suite of sales enablement tools curated to the top industry verticals.
“I want Percolate.”
In this final stage, hosted the tri-annual Transition conference to prospects together with customer advocates as a motivational way to seal the deal.
transition conference case study →
“Let’s go!”
To start the relationship off in a delightful way, we welcomed new customers with a clear plan for implementation, access to the Percolate Success Center, and of course, some awesome swag.
thoughtful
by design
Percolate prides itself on being “thoughtful by design”, which meant every touchpoint was purposeful, on-brand, and likely orange.
