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

Episode notes

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 Agility requires a willingness to abandon outdated metrics, even when they're comfortable, and embrace a more nuanced, realistic view of the buyer's journey.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.