An Interview with Channel99 CEO Chris Golec on Redefining Attribution with LinkedIn and AI
Channel99 is transforming how B2B marketers measure performance through its powerful integration with LinkedIn’s Company Intelligence API. At the forefront is Chris Golec, a seasoned entrepreneur best known for founding Demandbase and creating the Account-Based Marketing (ABM) category.
With Channel99, launched in 2022, Golec aims to solve one of marketing’s most persistent problems — the “dark funnel.” By using AI and view-through attribution, Channel99 helps businesses uncover unseen engagement and directly connect it to pipeline and revenue. In this interview, Chris explains how this integration is reshaping B2B attribution, marketing ROI, and decision-making.
Meet Chris Golec and the Vision Behind Channel99
Chris Golec launched Channel99 in 2022 to revolutionize how companies measure, invest, and optimize their B2B marketing using artificial intelligence and machine learning.
Before Channel99, he spent 15 years leading Demandbase, helping global enterprises in finance, tech, healthcare, and manufacturing adopt ABM to improve how they attract and grow customers. Earlier in his career, Chris co-founded Supplybase, a supply chain software company later acquired by i2 Technologies (now Blue Yonder).
With Channel99, he’s applying that same innovative mindset to fix one of marketing’s toughest challenges — understanding which efforts actually drive business results.
The Motivation Behind the LinkedIn Integration
According to Golec, 80% of website activity in B2B marketing isn’t traceable through clicks. Traditionally, this untracked traffic was labeled as “Direct” and ignored in ROI models.
“Through our integration with LinkedIn’s Company Intelligence API, marketers are now seeing 2–4x higher engagement from their LinkedIn programs — and, for the first time, they can connect it to real pipeline and revenue,” says Golec.
This partnership allows B2B marketers to finally shine light into the dark funnel.
Solving the “Dark Funnel” Problem
For years, marketers have struggled to measure the impact of users who see content but don’t click links. Traditional tracking relies on clicks through UTM-tagged URLs — but what about people who read a post and later visit the website directly?
“These untracked visits represent real engagement and intent,” explains Golec. “By combining LinkedIn’s company-level engagement data with Channel99’s technology, we can now correlate that activity with website visits and revenue — all in a privacy-safe way.”
In short, Channel99 helps marketers see what was previously invisible.
How View-Through Attribution Changes ROI
Historically, B2B attribution focused on click-through data. Channel99’s view-through attribution now measures engagement that happens after viewing an ad or post — even without a click.
“Across customers, we’re seeing 2–4x more engagement through view-through data than through clicks,” says Golec. “When marketers capture those signals and connect them to pipeline, their ROI picture becomes far more accurate. It completely changes how they allocate budgets and plan campaigns.”
The Shift in Marketing Budgets
As companies gain visibility into previously hidden engagement, spending patterns are changing. “Yes, we’re seeing budgets shift toward LinkedIn, since it’s now proving its true impact,” Golec notes.
But this isn’t limited to one platform. Channel99’s view-through technology also works across Google, Microsoft, and major display ad networks — including ABM platforms — giving marketers a complete picture across all channels.
Using AI to Drive Smarter Decisions
Channel99 isn’t just about measurement — it’s about intelligent decision-making.
“Our AI doesn’t just track performance; it recommends action,” Golec explains. “If a company provides a target account list, Channel99 can rank the best channels or vendors for reaching and engaging that audience. It can even suggest adjustments to campaigns or audiences to improve results.”
By turning data into clear guidance, Channel99 helps marketers act faster and more confidently.
Lessons from the Demandbase Journey
Having pioneered ABM with Demandbase, Golec brings deep experience to Channel99.
“We started with attribution because legacy platforms never solved it properly,” he says. “If your attribution is wrong, your AI insights are wrong — and that means wasted spend and missed revenue goals.”
This insight became the foundation of Channel99’s mission: to make marketing measurement truly reliable.
Focusing on Simplicity and Speed
Enterprise adoption often struggles when setup is complex. That’s why Channel99 made simplicity a top priority.
“All of our integrations — including LinkedIn — can be activated within minutes using single sign-on,” says Golec. “Security and ease of use are essential for customers to adopt new technology quickly.”
A New Era of Marketing Accountability
For CMOs, view-through attribution is a game changer. It brings clarity to how organic and paid social efforts contribute to business outcomes.
“CMOs put a lot of time into creating thought leadership and organic content,” says Golec. “Now they can see exactly how those efforts drive pipeline — not just engagement metrics like likes and comments. It’s about proving impact.”
What’s Next for Channel99
Looking ahead, Channel99 plans to expand partnerships and innovations that help customers build and accelerate pipeline even more efficiently.
“Our next phase is moving from ‘must-have measurement’ to ‘must-have pipeline acceleration,’” says Golec. “It’s about helping marketers spend smarter and grow faster.”
Final Thoughts
With its integration with LinkedIn and its AI-driven attribution model, Channel99 is bringing long-overdue visibility to the dark funnel. By connecting unseen engagement to actual business results, it’s helping B2B marketers make better decisions — and finally prove the full value of their efforts.
