Channel99
A New “Source of Truth” for B2B Marketing Performance

In the world of B2B marketing, businesses are constantly seeking ways to optimize their marketing investments and positioning. However, many face challenges in accurately measuring marketing effectiveness, segmenting audiences, and allocating capital efficiently. Despite these hurdles, there is untapped potential for businesses to attract customers through data-driven insights and smarter investment strategies.

As the landscape evolves, businesses are increasingly prepared to embrace a strategic, AI-powered approach. Channel99 was born out of this necessity, designed to refine B2B marketing investment decisions by ensuring dollars are spent effectively to maximize pipeline impact. Unlike traditional marketing solutions, which primarily focus on basic attribution techniques, Channel99 harnesses AI and deep data analytics to identify opportunities to improve campaigns and overall marketing performance.

“We help businesses solve a myriad of data and attribution issues that have plagued the industry for years, and then leverage AI to offer smarter investment decisions based on their desired outcomes. Our goal is not just to measure marketing spend but to optimize it for real business impact,” says Chris Golec, CEO and founder of Channel99.

The Genesis of Channel99

Channel99 is the realization of an idea that took shape during the evolution of Demandbase, a now-prominent account-based marketing (ABM) platform that Golec founded in 2006. Over the years, Golec recognized a crucial gap in the definitive source of truth across B2B marketing investments, spanning LinkedIn, Google, Microsoft, ABM, and other digital channels. His vision bridged that gap with Channel99, optimizing marketing through intelligence.

We help businesses solve a myriad of data and attribution issues that have plagued the industry for years, and then leverage AI to offer smarter investment decisions based on their desired outcomes. Our goal is not just to measure marketing spend but to optimize it for real business impact

Instead of just aggregating and measuring data, Channel99’s technology actively seeks out opportunities to improve marketing performance and recommend investments using AI. The goal is to lower top-line risk, increase financial efficiency and improve overall execution.

How Channel99 Works

Channel99 integrates seamlessly into a company’s marketing ecosystem. By embedding a tag on a website, the platform tracks and analyzes user activity through an advanced identification engine to track company-level engagement at a much higher resolution than traditional cookie-based tracking. The platform also extends its measurement capabilities to off-site interactions, including ads, social media posts, and content downloads using a smart pixel technology. This engagement data is then unified with the business outcomes in the CRM system, allowing businesses to understand which marketing channels generate the highest financial returns.

Case Studies: Real-World Impact

A global technology company initially approached Channel99 to test its account identification capabilities. The results were striking: Channel99’s identification engine was three times more effective than the company’s existing system, allowing them to gain a far clearer view of which businesses were engaging with their website and marketing campaigns.

In another instance, a large technology firm was unaware of the true impact of its digital ads. Using Channel99’s view-through attribution technology, they discovered that traffic generated from ad views was six to seven times greater than what their click-based metrics indicated. This insight revealed that their cost per website visit was actually 80% lower than expected, prompting a complete transformation in how they allocated their ad budgets. With this newfound transparency, the company was able to optimize its investment strategy and significantly improve marketing performance.

Evolving AI with the Human Factor

Channel99 combines AI with decades of B2B marketing expertise of its team and Golec in particular, who brings over 30 years in the industry, ensuring that his AI-driven recommendations are strategically sound. One of the key differentiators of Channel99’s AI is its ability to learn and improve over time. As more businesses use the platform, the AI becomes smarter, refining its recommendations based on real outcomes. This network effect fosters continuous evolution, enabling users to make increasingly effective marketing decisions.

AI’s true power lies in optimizing investment decisions. B2B marketing often lacks clarity on ROI. Channel99 changes this by providing unmatched visibility. By integrating AI-driven insights, businesses can optimize spending and drive smarter, data-backed strategies, paving the way for a more efficient marketing future.