ABM ACCOUNTS

Channel99 Debuts to Enable B2B Marketers the Ability to Measure and Benchmark the Performance of Channels and Vendors

Channel99, Jackson Square Ventures | December 01, 2022 | Read time : 06:00 min

Enable B2B Marketers
Channel99 today announced the launch of a new marketing technology for B2B marketers to identify the vendors and channels that effectively drive high-quality website traffic from accounts in a company's total addressable market (TAM). By integrating vendor spend data to measure marketing's investment efficiency, Channel99's solutions enable businesses to level the playing field and understand which vendors and channels predictably impact the business outcomes most important to B2B marketers, like positively influencing pipeline and lowering customer acquisition costs.

Channel99 is founded by award-winning and three-time software entrepreneur Chris Golec, who pioneered the account-based marketing (ABM) technology category while leading Demandbase. In conjunction with its launch, the company also announced it received $5 million in seed funding led by San Francisco-based Jackson Square Ventures (JSV) with participation by Norwest Ventures, Bloomberg Beta and GTMfund.

"Many 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," says Golec. "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. That's exactly what Channel99 provides — transparency to pinpoint what's working and what's not."

Free mobile app offers immediate insights to channel performance
Channel99's launch offering includes a free mobile app that enables marketers to benchmark the performance of their digital channels against industry averages. Nearly 100 customers of various sizes and across industries — including F500 enterprises and middle market companies in technology, manufacturing, retail and financial services — are already using Channel99's mobile app to collect insights into which vendors and channels are driving quality traffic from their key accounts.

"Channel99 gives my team a clear view of which marketing efforts actually drive quality traffic and, ultimately, the business outcomes we're looking for," said Nick Panayi, CMO at 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," said 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."

Reinvesting in technology and talent
JSV is known for investing in early-stage SaaS and marketplace startups with bold plans to transform industries, including B2B software standouts like DocuSign, Upwork and Seismic.

JSV is also bullish on reinvesting in entrepreneurs with a proven ability to shape the market. Golec pioneered ABM with the founding of Demandbase in 2007, a company in which JSV is the largest shareholder. Demandbase is widely recognized as the industry's leading provider of ABM, which has evolved into a staple in all B2B marketing strategies.

"Our decision to invest in a company is not based on the product offering alone; we must have firm conviction in the team," says Bob Spinner, Founding Partner at Jackson Square Ventures and lead investor in Channel99. "We believe Channel99 is uniquely positioned to pioneer the next wave of B2B marketing because we've seen firsthand how Chris can establish, manage, scale and lead a company to category ownership. We're proud to invest in him again."

Early next year, Channel99 will release its full platform. The enterprise solution will integrate vendor spend and customer relationship management (CRM) data with insights to maximize pipeline, eliminate wasted budget and increase transparency into vendor and channel performance.

About Channel99
Channel99 is a B2B performance marketing platform that unites marketing and finance teams to more effectively improve the value of marketing investment. By measuring the performance of vendors and channels driving high-quality website traffic, Channel99 helps B2B companies gain more meaningful and accurate insights into which investments reduce dollar inefficiencies, lower customer acquisition cost, and more predictably exceed sales pipeline numbers. Pioneering the next wave of B2B marketing, Channel99 provides the industry's only solution for measuring the quality of the channels generating pipeline. Learn more at www.channel99.com.

About Jackson Square Ventures
Jackson Square Ventures invests in early-stage software businesses that will be leaders in markets that matter in 10 years. Founded in 2011, the San Francisco-based firm primarily leads Series A investments in companies with a SaaS or marketplace focus. Its portfolio includes Alto Pharmacy, Artera, Cornershop, DocuSign, Jackbox Games, Seismic, Strava and Upwork, among others. For more information, follow the firm on Twitter or visit www.jsv.com.

Spotlight

Demand Generation within B2B organisations has progressed in recent years, both innovatively and intuitively. Whether it’s embracing and adopting maturing predictive technologies and ABM methodologies or macro factors, including Covid, that forced a complete focus on digital engagement, marketers have had to respond instantaneously, researching, and activating digital approaches that ensure demand generation continuity and growth.


Other News
ACCOUNT BASED DATA

Demandbase’s Sunny Side Up Podcast Earns Top Spot as Number One Marketing Podcast of 2022 by GURU Events

Demandbase | November 23, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announced that its Sunny Side Up Podcast has been named the best marketing podcast of 2022 by GURU Events at its annual GURU conference held on Nov. 2. The Sunny Side Up Podcast is a business-to-business (B2B) podcast that brings together real-world insights to help go-to-market (GTM) professionals evolve and stay up-to-date on the latest trends. After thousands of audience votes were cast and more than 18 voting rounds took place, GURU Events announced that the Demandbase-produced podcast beat out more than 100 competing podcasts to be named as the listener’s choice, with more than 52% of the votes. “The Sunny Side Up Podcast was created to share best practices and proven techniques from industry experts, and to be named the best marketing podcast by GURU Events showcases that we have been able to do just that,” said Jon Leiberman, VP of content, influencer, and social marketing at Demandbase. “The Sunny Side Up Podcast was created to share best practices and proven techniques from industry experts, and to be named the best marketing podcast by GURU Events showcases that we have been able to do just that,” said Jon Leiberman, VP of content, influencer, and social marketing at Demandbase. “This win wouldn’t have been possible without our amazing podcast team, guests, and of course, our dedicated listeners. This is the sixth content award DB Central has won this year, which really shows that when you put great people together, who are all focused on being the best at what they do, great things happen! We look forward to producing more top-tier GTM content that engages and educates our listeners.” GURU Events is a leading media organization focused on knowledge sharing within the marketing industry. Helping marketers have access to the latest best practices, trends, and essential tactics is their focus. GURU Events hosts large-scale virtual conferences, networking events, awards & recognition programs, and more. Sunny Side Up Podcast, for marketing, sales, and data science professionals, can be found on all major podcast streaming platforms, as well as on Demandbase’s content hub. About Demandbase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

Read More

CORE ABM, ACCOUNT BASED DATA

Groupe Pierre & Vacances Center Parcs Chooses Medallia For Customer Experience

Medallia | December 20, 2022

Medallia, Inc., the global leader in customer and employee experience, today announced that Groupe Pierre & Vacances Center Parcs has selected Medallia as its experience platform of choice. “We look forward to starting this new partnership with Medallia, a new step in our strategy to increase customer satisfaction,” said Laurène Beurdeley, CCO Center Parcs and David Sandier, CCO Pierre & Vacances. “We are convinced that a stronger attention to customer voice is key to continuously improving the experiences we deliver to our guests.” “We look forward to starting this new partnership with Medallia, a new step in our strategy to increase customer satisfaction,” said Laurène Beurdeley, CCO Center Parcs and David Sandier, CCO Pierre & Vacances. “We are thrilled to work more closely with Groupe Pierre & Vacances Center Parcs and help them deliver world-class experiences,” said Agnieszka May Sadowska, SVP of Europe at Medallia. “With customers and employees engaging in new ways, leading organizations recognize that experience has become a critical foundation for business success. To stay ahead of changing market conditions and rising expectations, brands must understand their customers and employees across every touchpoint and act quickly to deliver exceptional experiences.” From on-site operations, digital, the contact center, human resources, sales & marketing, product development to market research, Medallia’s award-winning platform can meet the unique needs of every department, while also bringing them all together to drive transformational change through customer and employee experience. Medallia is a trusted partner to thousands of the biggest organizations around the world, helping them increase loyalty, trust, operational efficiency, and revenue. About Groupe Pierre & Vacances Center Parcs The Group develops innovative leisure and holiday concepts in respect of the environment in order to offer its clients the most attractive seaside, mountain, countryside and city-centre destinations. Created in 1967, the Pierre & Vacances-Center Parcs Group is the European leader in local tourism. Today, with its complementary tourism brands – Pierre & Vacances, Center Parcs, maeva and Aparthotels Adagio – the Group operates a tourism network of more than 43,500 homes and apartments located in 284 sites in Europe. In 2020/2021, the Group generated turnover of €1,769 million. About Medallia Medallia is the pioneer and market leader in customer, employee, citizen, and patient experience. As the No. 1 enterprise experience platform, Medallia Experience Cloud is the experience system of record that makes all other applications customer and employee aware. The platform captures billions of experience signals across interactions including all voice, video, digital, IoT, social media, and corporate-messaging tools. Medallia uses proprietary artificial intelligence and machine learning technology to automatically reveal predictive insights that drive powerful business actions and outcomes. Medallia customers reduce churn, turn detractors into promoters and buyers, create in-the-moment cross-sell and up-sell opportunities, and drive revenue-impacting business decisions, providing clear and potent returns on investment. For more information visit www.medallia.com.

Read More

BUYER INTENT DATA

81 Percent of Hoteliers See a Lift in Revenue Once a First-Party Data Strategy is Implemented

Sojern | December 02, 2022

Sojern, the leading digital marketing platform built for travel, today released the findings of a 2022 survey to discover “How Hotel Brands Are Using First-Party Data to Drive Revenue and Build Stronger Relationships.” The study, conducted by Benchmark Research Partners with global hotel executives, sought to understand how hotel marketers are thinking about and using first-party data to inform go-to-market efforts. When surveyed about measures of success for their businesses, 81 percent of hoteliers said they have seen a lift in revenue as a result of implementing a first-party data strategy. Hotel executives from the largest global brands were surveyed with 57 percent having seen a lift in guest satisfaction at their properties. Findings found that 59 percent of hoteliers have already implemented a first-party data strategy, and 62 percent say it’s “very important” to digital marketing, while 75 percent of those who have not yet built a first-party data strategy want to build it. Of those who have established a first-party data strategy, it was primarily to maximize campaign performance (73 percent), build stronger customer relationships (67 percent) and maximize overall revenue growth (67 percent). Further findings demonstrate that hoteliers have adopted first-party data strategies not only because they saw the monetary benefits, but also the positive impact on customer satisfaction. Of those surveyed 86 percent saw a first-party data strategy as being effective in maximizing overall revenue, 76 percent in increasing campaign performance, 68 percent in building stronger customer relationships and 64 percent in increasing brand value. Future-proof marketing: Activating first-party data to increase bookings “It's no surprise that three quarters of hotel executives want to build a first-party data strategy. Personalized engagement with consumers is a powerful tool for understanding traveler behavior and creating digital campaigns that deliver the right message at the right time. Marketers must make collecting privacy-friendly 1st party data like hashed emails a priority to power their personalization strategies,” said Kurt Weinsheimer, Chief Solutions Officer, Sojern. “ Marketers can then use their first-party data to learn about their audiences—their interests, search behaviors and travel preferences—to ultimately deliver a relevant, seamless customer experience. With Google phasing out third-party cookies in the second half of 2024, a 1st-party strategy also prepares for this change.” “With the deprecation of third party cookies on the horizon, leveraging first party data is at the center of our audience strategy,” said Jacquelyn DiStasi, Senior Director, Digital Analytics & Optimization from Wyndham. “We invested early in a CDP to ensure we would be able to future-proof our media activation and prevent loss as data collection practices evolve. This shift has enabled us to be more effective and efficient with our spend, leading to better returns for Wyndham. We would highly recommend investing in a first-party data strategy to augment your media practice and partners like Sojern allow for continued growth and enhancement.” In addition, of those hoteliers who have already built their strategies more than two-thirds feel confident they will get more out of it in 2023. “With a cookieless world coming, it will disrupt the entire industry, and marketers must use this time wisely to prepare,” adds Kurt Weinsheimer. “It's a great opportunity for the industry to rethink data strategies, but this requires a new mindset. Rather than marketing to the cookie, travel brands can use the opportunity to use people-based marketing across devices. At Sojern we’re already helping hoteliers build their first-party strategy to unlock customer loyalty and drive profitability.” Supplementing first-party data with a specialist like Sojern After fifteen years supporting travel, Sojern is well versed in helping partners build long-term strategies to stay ahead of changes in the digital landscape. Knowing that direct bookings are the best way to build brand trust, loyalty and profitability, marketers are encouraged to build relationships with their customers to increase the engagement, efficiency and effectiveness of travel marketing strategies. Developing a first-party activation strategy with a trusted travel marketing partner across channels and devices to drive direct bookings is key to that success. To see the survey methodology and download the full Hotel Benchmark Report on how hoteliers can unlock the power of personalisation and privacy through first-party data, click here. About Sojern Sojern is the leading digital marketing platform built for travel marketers. Powered by artificial intelligence and traveler intent data, Sojern provides multichannel marketing solutions to drive direct demand. 10,000 hotels, attractions, tourism boards and travel marketers rely on Sojern annually to engage and convert travelers around the world. About Benchmark Research Partners Benchmark Research Partners conducts studies to help industry participants and technology innovators understand market changes and opportunities through peer benchmarking data.

Read More

ACCOUNT BASED DATA

Klevu Announces Integration with Klaviyo

Klevu, Klaviyo | November 11, 2022

Klevu, the global leader in artificial intelligence-powered product discovery technology for digital commerce today released an integration for Klaviyo, a unified customer platform that provides data-driven marketing tools – including email and SMS – for e-commerce businesses. The integration allows ecommerce businesses using Klaviyo the ability to connect search terms to shoppers to display automatically curated products in email and SMS campaigns, and use search and product data in flows and segmentation. Today’s customers expect a personalized experience when shopping, which requires merchants to send compelling and well-timed email and SMS campaigns. With this integration, retailers can utilize a shopper’s search history to customize and send email and SMS messages featuring products customized to each individual shopper – allowing shoppers to discover products that are relevant to them and in a timely manner. “Klaviyo is a powerful platform for ecommerce brands. With Klevu now sharing shopper intent data with Klaviyo, with the products that Klevu would have displayed on the website, Klaviyo users can use search in new ways,” explained Nilay Oza, Founder and CEO, Klevu. Now, “Klaviyo is a powerful platform for ecommerce brands. With Klevu now sharing shopper intent data with Klaviyo, with the products that Klevu would have displayed on the website, Klaviyo users can use search in new ways,” explained Nilay Oza, Founder and CEO, Klevu. “Go ahead, make a flow with a keyword, send an SMS that quotes their last search term, or even just the topic of a search, populate a product block with personalized product recommendations for your most-likely-to-buy customers, and see the revenue roll in during peak period.” “Shoppers are often multitasking and distracted when shopping online. As that means shoppers may forget about something they searched for on a website, abandoned search reactivation can be a great way for merchants to convert those customers,” commented James White, Director of Partnerships for Klaviyo. “The Klevu integration will help merchants have an opportunity to cut through the clutter with high intent, and highly relevant customer communications. I’m excited about what our shared customers can achieve together to drive more search-led revenue through email and SMS.” You can learn more about the Klaviyo and Klevu integration, and sign up for a demo here. About Klevu Millions of shoppers use Klevu to discover products on their favorite ecommerce sites. Klevu's proprietary technology increases conversion, reduces bounce rates and drives loyalty for more than 3,000 leading global brands, including Puma, Fred Perry, Paul Smith, Avon, Stussy, Pfaltzgraff, and Native. Klevu is an AI Search and Discovery Platform that leverages AI, Natural Language Processing and User Behavior Analytics to elevate the search experience, and automatically re-merchandise category listing pages and product recommendations. Retailers that use Klevu's full Product Discovery Platform provide unparalleled customer experience, and achieve 37% more revenue per web session than those that don't. Founded in Finland in 2013, Klevu has offices located in the UK, the US, India, Finland, Australia and Sweden. The end-to-end discovery and search solution is easy to configure, optimize and maintain, and can be integrated with major ecommerce platforms in as little as a few hours. For total creative control and headless ecommerce technologies, Klevu is MACH certified, and robust APIs and SDKs are available. For more information, schedule a demo or start for free at klevu.com. About Klaviyo Klaviyo is a unified customer platform that gives online brands direct ownership of their consumer data and interactions, empowering them to turn transactions with customers into long-term relationships—at scale. With Klaviyo, brands can combine customer data with more than 220 native integrations to automate personalized email and SMS communications that make customers feel seen. Klaviyo makes it easy—no need to start from scratch, piece together multiple platforms, or rely on third-party marketplaces and ad networks. From mom-and-pop shops to established companies, innovative brands like Unilever, Dermalogica, Solo Stove, Citizen Watches, and more than 100K other paying users leverage Klaviyo to acquire, engage, and retain customers—and grow on their own terms. Learn more at klaviyo.com.

Read More

Spotlight

Demand Generation within B2B organisations has progressed in recent years, both innovatively and intuitively. Whether it’s embracing and adopting maturing predictive technologies and ABM methodologies or macro factors, including Covid, that forced a complete focus on digital engagement, marketers have had to respond instantaneously, researching, and activating digital approaches that ensure demand generation continuity and growth.

Resources