Channel99

B2B marketers have been in the dark for years?ignoring the #1 channel on their web site - “Direct” which is code for “Unknown”.?Not intentional, but there has not been a clear solution to really understanding the actual source.?The negative impact is far reaching with #attribution models leading to the wrong conclusions, campaign performance grossly understated, and internal credit for deal and pipeline influence completely misrepresented. What we do know is that the actual source of “Direct” traffic is likely driven by a myriad of investments in organic social, display advertising, email, direct mail, content syndication, video and even CTV; but the allocation is largely misunderstood. Enter “View-Thru” Technology While no single solution exits, there are several ways to uncover which digital assets or offline programs are driving “Direct” engagement with your web site.??Pixel technology with native account intelligence that time stamps first impressions and the subsequent path to your web property is certainly one way.??This has been proven successful to show that the view-thru attribution of display ads yields 4-7 times the attribution vs. just measuring the visits from clicks.???Email, whitepapers, video also contribute to the direct channel with digital footprints that can and should be understood with time stamps and subsequent actions from the accounts on your web site. What about the “Dark Funnel”? Engagement generated from social activity, like this post, also play a major role in driving direct traffic and pipeline with no credit given back to the source, channel or person.?What if the posts by your community leaders, execs, or salespeople could be tied to account engagement and pipeline influence???Is it technically possible???Absolutely.??Can you implement tomorrow???Not yet, but hopefully soon with a privacy-forward solution that protects personal information and online behavior. The role of A.I. The hope and dream that A.I. will tell us where to shift budget or how to improve campaigns is certainly real, but it will only be possible if the underlying data and customer signal is known and accurate.???This means that the real “source” of the direct traffic must be uncovered at scale so that the actual financial efficiency of channels, vendors and campaigns is well understood.???Join Channel99 on this journey to dramatically change the way you think about measurement, attribution and future investments. #marketingops #digitalmarketing #b2bcampaign #attribution #b2bmarketing

B2B marketers have been in the dark for years?ignoring the #1 channel on their web site - “Direct” which is code for “Unknown”.?Not intentional, but there has not been a clear solution to really understanding the actual source.?The negative impact is far reaching with attribution models leading to the wrong conclusions, campaign performance grossly understated, and internal credit for deal and pipeline influence completely misrepresented. What we do know is that the actual source of “Direct” traffic is likely driven by a myriad of investments in organic social, display advertising, email, direct mail, content syndication, video and even CTV; but the allocation is largely misunderstood.?? Enter “View-Thru” Technology While no single solution exits, there are several ways to uncover which digital assets or offline programs are driving “Direct” engagement with your web site.??Pixel technology with native account intelligence that time stamps first impressions and the subsequent path to your web property is certainly one way.??This has been proven successful to show that the view-thru attribution of display ads yields 4-7 times the attribution vs. just measuring the visits from clicks. ???Email, whitepapers, video also contribute to the direct channel with digital footprints that can and should be understood with time stamps and subsequent actions from the accounts on your web site. What about the “Dark Funnel”? Engagement generated from social activity, like this post, also play a major role in driving direct traffic and pipeline with no credit given back to the source, channel or person.?What if the posts by your community leaders, execs, or salespeople could be tied to account engagement and pipeline influence???Is it technically possible???Absolutely.??Can you implement tomorrow???Not yet, but hopefully soon with a privacy-forward solution that protects personal information and online behavior. The role of A.I. The hope and dream that A.I. will tell us where to shift budget or how to improve campaigns is certainly real, but it will only be possible if the underlying data and customer signal is known and accurate.???This means that the real “source” of the direct traffic must be uncovered at scale so that the actual financial efficiency of channels, vendors and campaigns is well understood.???Join Channel99 on this journey and I promise you that however you are thinking about measurement, attribution or future investments, will change dramatically.?

Channel99 is proud to partner with MarketingOps.com on the latest episode of Ops Cast! ?? In this episode, Christopher Golec joins Michael Hartmann as they dive into the role #AI is playing in transforming #marketingoperations and improving #B2B marketing investments. ?? Tune in here: https://lnkd.in/ghX6-QnV #podcast #marketingops #MOPros #martech #marketingROI

Today is the day! You still have time to register and tune-in to this live conversation on measuring marketing performance in #B2B. See you at 1pm ET/11am PT! https://lnkd.in/dnCh2Z-4

Capturing an accurate picture of marketing performance is notoriously challenging, but it is achievable when you know what to measure and how to take action on the results. Join Channel99 and B2B marketing agency, Iron Horse as we discuss three crucial steps to set your performance measurement up for success: ?? Defining and understanding your audience ?? Choosing the right KPIs ?? Accurate Benchmarking Join us THIS THURSDAY, August 29 at 11am PT. It will be short, sweet and actionable! Register ? bit.ly/46rQTPj #b2bmarketing #performancemarketing #marketingmetrics #ABM

#ABM technology alone is not going to save the day and figuring out how to predictably and efficiently exceed pipeline targets leveraging LinkedIn, Google, Microsoft, Facebook and others remains the goal. Top 3 findings from Channel99's new #B2B solution for measuring ROI by target account list. https://lnkd.in/gBkU8XiN

Every marketer who closely monitors #marketingperformance (which should be all marketers) faces the challenge of identifying which channels and vendors are truly impacting the pipeline and revenue. Help is here! ?? We're excited to unveil our new vendor scoring technology built to measure the effectiveness of reaching, engaging, and converting target accounts into customers. The scoring provides #B2B marketers with a comprehensive set of metrics for better decision-making and improved marketing outcomes. ?? Read more about vendor scoring and how you can get started for $0. https://lnkd.in/dRcCmXPP #b2bmarketing #martech #digitalmarketing

We're thrilled to announce another milestone in our mission to revolutionize how #B2B marketers measure success, providing an unbiased source of truth for measurement and attribution. With the support of Marin Sonoma Impact Ventures, we are poised to accelerate our growth, enhance our capabilities, and continue delivering exceptional results for our customers. We appreciate their confidence in our vision and look forward to the opportunities ahead. #b2bmarketing #martech #digitalmarketing