Owning and learning from mistakes

B2B marketers struggle with dark funnel attribution challenges. Chris Golec, CEO and founder of Channel99 and former founder of Demandbase, explains how to solve marketing attribution problems that hide 70% of website traffic sources. The discussion covers view-through attribution methodologies that reveal 4-5 times more engagement than click-through metrics, account-based tracking systems using network IP and user agent data, and AI-powered decision engines that can generate media mix recommendations in seconds based on cost-per-engagement analytics across channels. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

• 0:00Speaker 00

  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iHereEverything.com.

• 0:25Speaker 01

  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

• 0:36Speaker 02

  Getting brands authentically integrated into content performs better than TV advertising.

• 0:42Speaker 03

  Typical lifespan of an article is about 24 to 36 hours.

• 0:46Speaker 01

  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

• 0:53Speaker 00

  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

• 1:15Speaker 04

  I'm Benjamin Shapiro, and joining me today is Chris Golec, the former founder of Demandbase and the current founder and CEO of Channel 99, a company that is solving marketing attribution challenges by revealing the source of three times the website visitors compared to your industry standards. And today, Chris is going to explain how to illuminate the dark funnel problem that is costing you millions in misattributed revenue. My next question, I want to talk about owning your mistakes. What's the biggest mistake you made building a company culture at Demandbase? And what are you doing differently at Channel 99?

• 1:53Speaker 05

  So I would say that was one of the things we did really well at Demandbase, but the mistake was underestimating how much you really have to invest in it to be successful at it. And the reason I say that is, you know, over the years at Demandbase, we became a top 20 place to work in San Francisco for like eight or nine years in a row. But it didn't come easy. It's not about free snacks. You have to invest a lot in the people, the training, how you recruit, how you pay people, how transparent you are. There's doing philanthropic activities. So there's a lot that goes into it. I underestimated

• 2:36Speaker 05

  what that would be when we, because I set out pretty early, like, I want to be one of the best places to work so we can hire and retain the greatest people available to us.

• 2:46Speaker 04

  What do you think makes a great place to work?

• 2:50Speaker 05

  Well, it's, it's, you know, it's a common theme and thread in the types of people that you hire. For me, I always, I'm more of a collaborative type leadership style. We always did a lot of very transparent meetings where everybody knew what was going on. There wasn't like anything hidden. And one of the secrets, I think, for our culture is what I discovered that brought us all together as a company was, instead of doing just team events, we'd always do a team event around something philanthropic. And that really tied everybody together, across department, different people. And so that was thematically

• 3:32Speaker 05

  was always something really important to me and actually everybody that worked at the company.

• 3:37Speaker 04

  And an occasional free snack every once in a while never hurt anybody.

• 3:40Speaker 05

  Yeah, I'll get you a Vagga chips, yes.

• 3:42Speaker 04

  All right. That wraps up this episode of the Martech Podcast. Thanks to Chris Golec, the CEO and founder of Channel 99 for joining us. If you'd like to contact Chris, you can find a link to his LinkedIn profile in our show notes or on martechpod.com, or you can visit his company's website at channel99.com. And if you haven't subscribed yet and you want a daily stream of marketing and technology Knowledge in your podcast feed, hit the subscribe button in your podcast app and we'll be back in your feed next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

• 4:40Speaker 00

  Thanks for listening to the MarTech Podcast and I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit iHearEverything.com.