Startup Offers B2B Benchmarking Service

A startup called Channel99 is offering what it says is a way for B2B marketers to identify the top vendors and channels in their total addressable market (TAM).  

Chris Golec, who worked on account-based marketing technology at Demandbase, has started the firm with $5 million in seed funding.  

The round was led by Jackson Square Ventures, with participation by Norwest Ventures, Bloomberg Beta and GTMfund.  

The firm offers “transparency to pinpoint what’s working and what’s not,” Golec states. Channel99’s data helps firms decide where to invest budget and where to cut, he adds.  

 “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,” Golec says. “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.”  

Channel99 provides a free mobile app to help marketers benchmark the performance of their digital channels against industry averages. They can determine which vendors and channels are driving quality traffic from their key accounts, the company says.  

One user is Amelia. 

“Channel99 gives my team a clear view of which marketing efforts actually drive quality traffic and, ultimately, the business outcomes we’re looking for,” states Nick Panayi, CMO at Amelia. “No more guessing games; Channel99’s data and peer benchmarking makes it easy to decide where to invest budget and where to cut.”


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