#70: Marketing measurement and the dark funnel with Chris Golec, CEO of Channel99

This show is brought to you by Channel99, a B2B marketing technology company helping clients get more out of their spend with AI-powered decision-making. What if 99% of your target accounts see your marketing, but never click a single ad? How would you prove your value then? Agility requires a willingness to abandon outdated metrics, even when they're comfortable, and embrace a more nuanced, realistic view of the buyer's journey. It means adapting not just our campaigns, but our very definition of success. Today, we're going to talk about the massive blind spot in most B2B marketing measurement: the 'dark funnel' where prospects engage with content and ads but never click. We'll explore how AI-powered attribution is finally shining a light on this journey, moving us beyond last-click models to understand true influence and impact. To help me discuss this topic, I'd like to welcome Chris Golec, Founder & CEO at Channel99.  About Chris Golec   Chris founded Channel99 in 2022 to provide businesses worldwide with the first AI-powered decision making engine for B2B marketing investments. Unsatisfied with traditional attribution solutions and the financial inefficiency of B2B marketing, Chris' mission is to transform how the B2B sector measures and invests in growth. Prior to Channel99, Chris founded Demandbase and pioneered the Account-Based Marketing (ABM) technology category now widely adopted by thousands of companies. During his tenure at Demandbase, he was known for fueling innovation, driving rapid growth, and creating a culture that won "Best-Places to Work" in the Bay Area for 7 consecutive years and Top 10 nationally through Glassdoor. Chris also won Marketing Executive of the year two consecutive years and was named in the Top10 SaaS CEOs in 2019. Before Demandbase, Chris co-founded a supply-chain software company called Supplybase which sold to i2 Technologies for $380 million.    Chris Golec on LinkedIn: https://www.linkedin.com/in/cgolec/ Resources    Channel99: https://www.channel99.com/   This show is brought to you by Channel99, a B2B marketing technology company helping clients get more out of their spend with AI-powered decision-making. The Channel99 platform incorporates two key advancements: superior account identification and the first-of-its-kind B2B ad verification. This allows AI to precisely identify financial inefficiencies across a client's various marketing channels. The platform then optimizes campaign and audience adjustments to automate workflows, maximize labor output, and significantly increase operational efficiency. From high-growth mid-market businesses to global enterprises, Channel99 is a proven investment to accelerate pipeline growth and mitigate marketing investment risk. For more information, visit channel99.com   Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/   Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com  Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com