Channel99 announced the launch of a new marketing tool that will assist B2B marketers in identifying the vendors and channels of distribution that will produce the highest quality website traffic from clients in their entire addressable market (TAM). By integrating vendor spend data to gauge the effectiveness of marketing investments, Channel99’s solutions help businesses level the playing field and understand which vendors and channels predictably impact the business outcomes most crucial to B2B marketers, such as positively influencing pipeline and lowering customer acquisition costs.
Channel99 was founded by Chris Golec, a three-time award-winning software entrepreneur who co-founded Demandbase and created the account-based marketing (ABM) technology industry. The company also said that it had obtained $5 million in seed funding, which was provided by Norwest Ventures, Bloomberg Beta, and GTMfund in addition to San Francisco-based Jackson Square Ventures (JSV).
“Many people don’t realize that more than 90% of activity driven to a B2B website provides little to no value when it comes to driving new business”, “With investments across hundreds of vendors and channels, the industry desperately needs a single source of truth to consistently measure the efficacy of their efforts. That’s exactly what Channel99 provides — transparency to pinpoint what’s working and what’s not.”
Christopher Golec, Founder & CEO, Channel99
Free smartphone app provides quick channel performance insights
A free mobile app is part of Channel99’s launch package that lets marketers compare the effectiveness of their digital channels to industry norms. The mobile app from Channel99 is already being used by close to 100 clients of various sizes and from various industries, including F500 enterprises and middle market businesses in technology, manufacturing, retail, and financial services, to gather information about which vendors and channels are generating quality traffic from their key accounts.
“Channel99 gives my team a clear view of which marketing efforts actually drive quality traffic and, ultimately, the business outcomes we’re looking for”, “No more guessing games; Channel99’s data and peer benchmarking makes it easy to decide where to invest budget and where to cut.”
Nick Panayi, CMO, Amelia
Reinvesting in people and technology
JSV is renowned for funding early-stage SaaS and marketplace firms with visionary ambitions to disrupt markets, including industry leaders in B2B software including DocuSign, Upwork, and Seismic.
JSV is also optimistic about reinvesting in business owners that have a track record of influencing the market. With the establishment of Demandbase in 2007, a business in which JSV is the major shareholder, Golec laid the groundwork for ABM. ABM, which has become an essential component of many B2B marketing strategies, is provided by Demandbase, who is widely acknowledged as the market leader in this area.
“Our decision to invest in a company is not based on the product offering alone; we must have firm conviction in the team”, “We believe Channel99 is uniquely positioned to pioneer the next wave of B2B marketing because we’ve seen firsthand how Chris can establish, manage, scale and lead a company to category ownership. We’re proud to invest in him again.”
Bob Spinner, Founding Partner at Jackson Square Ventures and lead investor in Channel99
Channel99 will debut its full platform in the start of 2019. Insights from customer relationship management (CRM) data and vendor spend will be integrated into the business solution to maximise pipeline, reduce budget wastage, and improve vendor and channel performance transparency.