We're big fans of Channel99. I've personally been using it frequently ever since our company started getting serious about physical mail marketing. With Channel99 I can track specific audiences that we mail to to see if they've visited the site. Better yet, we can see the path that they took to get there and how many times they visited.

One of the most vexing issues we still have in B2B is understanding how our channels investments impact the bottom line. I'm not talking about attribution, I'm talking about boots-on-the-ground, campaign-level decision making. Which channels are most effective with with segments, which channels are good for early stage, late stage, which are actually efficient with pipeline generation even though they might cost more up front. Channel 99 promises to help companies unmask these insights and more. One of the things I like the most is the ease of implemetation - getting started just takes dropping a tag into your tag manager. But the more channels you connect - CRM, ad channels, paid content channels, the more insight you get. Once you see it, it's hard to not start hooking up everything you can with their quick integrations.

In a period of time when all marketing spend is scrutinized, and optimization is critical, Channel99 gives more insights into what channels and efforts drive real impact, and which don't. Being able to see channel contribution at an account level instead of person level is helpful for companies like ours that are enterprise-focused and selling to multiple complex buying groups within each account.