About this episode

The episode discusses the challenges of measuring B2B marketing effectiveness, focusing on the concept of the 'dark funnel' and the role of AI in attribution.

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 Agility requires a willingness to abandon outdated metrics, even when they're comfortable, and embrace a more nuanced, realistic view of the buyer's journey.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

People in this episode

Host: Greg Kihlström

Guest: Chris Golec

Topics covered

• marketing measurement
• dark funnel
• B2B marketing
• AI-powered attribution
• buyer journey

Keywords

• B2B marketing
• dark funnel
• marketing measurement
• AI attribution
• buyer journey

Sponsors

Channel99

Mentioned in this episode

Organizations: Demandbase

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