Channel99 at the moment launched a brand new answer for scoring the efficiency of digital campaigns by channel offering insights into efficiency and alternatives for optimization. That is based mostly, partly no less than, on Channel99’s “view through” know-how the place a “smart pixel” is used to measure and confirm B2B promoting efficiency.
The answer integrates with a variety of digital promoting channels in addition to with ABM distributors, equivalent to Demandbase, that incorporate advert platforms amongst their choices. Preliminary integrations embrace LinkedIn, Google Show, YouTube, Fb, Demandbase, Rollworks, Microsoft, TikTok, Reddit and X.
Dig deeper: Channel99 launches “view-through” pixel know-how for digital B2B
Efficiency by target market. The answer doesn’t provide a one-and-done reply to the query, “Which channel works best?” Fairly, it exams channels’ comparative successes in reaching — and interesting — goal accounts. If show, search or social performs badly with a set of goal accounts, they may simply be the improper accounts to focus on in that channel.
Within the above instance, LinkedIn dramatically outperforms different, unnamed distributors. Regardless that Vendor 2 reveals extra visits, there may be much less engagement and far much less affect on pipeline and alternatives. What’s extra, the price of every engagement is greater than double that of LinkedIn.
Take away the “head-scratching.” We spoke with Channel99 founder and CEO Chris Golec concerning the significance of the brand new product. “We wanted a whole new level of insight and take the head-scratching away from the marketer in understanding what’s really working and what’s not working,” he stated.
Vendor effectiveness, he confirmed, was extremely depending on goal accounts. “Quite often we find companies using vendors for the wrong audience. Or, their audiences are so big and they don’t think the vendor works when the reality is that the vendor was highly effective for half the audience; but it’s all mashed together so you can’t see that.”
As knowledge continues to accrue, and searching down the highway, Golec imagines a world the place, for a choose record of accounts, Channel99 might inform the marketer which channel shall be best. “Stop the guesswork,” he stated. Channel99 can be engaged in layering genAI on prime of the answer, so that it’s going to reply to pure language prompts asking, for instance, change an account record to make a vendor more practical.
Channel99 vendor scoring is on the market for a free, 30-day trial.
Why we care. For B2B, no less than, Channel99 is quietly in search of a solution to the timeless John Wanamker conundrum: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” The answer described right here responds to that conundrum with numbers; with a set of KPIs that may be in contrast at a look.
The following query, in fact, is: “I see what’s not working. Can I make it work by making changes?” That appears more likely to be the subsequent cease on Channel99’s route.
