• by Ray Schultz , Columnist, 6 hours ago

B2B marketers have long faced the hurdle of finding hyper-targeted audiences across multiple channels.  

That challenge has been addressed by Channel99, which has launched an AI-powered decision engine to help customers to generate targeted account lists.  

“Leveraging AI to recommend which channels make the most sense for a particular audience and desired outcome eliminates a lot of the financial inefficiency that exists in B2B today,” says Chris Golec, founder and CEO of Channel99, in a statement.  

Is email part of the mix? Yes, Golec answers in an email.  

“Channel99 is commonly used to inform and optimize email programs by telling you which accounts to prioritize and how those accounts are engaging across all your channels, including email,” Golec says. “Most customers export these highly engaged target accounts into their MAP or CRM, where they handle contact discovery and email outreach, supercharging email outreach and delivery to accounts that mean the most to their organizations. “

According to Channel99, B2B brands can use the platform to target several customer levels. For instance, top-of-funnel efforts can connect brand investments to lead-generation initiatives, it says.  

Middle-of-the-funnel targeting can propel pipeline acceleration with buyer groups. And at the bottom of the funnel, marketers can target the key players who influence deals, it adds.   

Several activations are now live, including one with LinkedIn. This integration, which was formed in September, allows Channel99 to measure view-through attribution from organic and paid social programs, while mapping it to pipeline impact. 

Activations have also been formed Google, Microsoft, Facebook, YouTube and Audyence. Others will be added .this year, including G2, TechTarget, The TradeDesk, NetLine, StackAdapt and Reddit.  

Audyence, a platform for content syndication and lead generation, is partnering with Channel99 to “turn their customers’ high-value audiences into leads and pipeline,” says Karl Van Buren, CEO of  Audyence. 

Tealium is also employing the new solution. John Flesher, director of marketing operations at Tealium, says that using Channel99 has helped the company to improve the ROI of its digital investments, and put more resources into key programs.