#70: Marketing measurement and the dark funnel with Chris Golec, CEO of Channel99
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
Release Date: 11/18/2025
#70: Marketing measurement and the dark funnel with Chris Golec, CEO of Channel99
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
This show is brought to you by Channel99, a B2B marketing technology company helping clients get more out of their spend with AI-powered decision-making. What if 99% of your target accounts see your marketing, but never click a single ad? How would you prove your value then? Agility requires a willingness to abandon outdated metrics, even when they’re comfortable, and embrace a more nuanced, realistic view of the buyer’s journey. It means adapting not just our campaigns, but our very definition of success. Today, we're going to talk about the massive blind spot in most B2B marketing...
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#69: How AI is Transforming Project Management with Alan Mosca, nPlan
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
If you could eliminate one of the biggest roadblocks to successful project delivery in your organization today, what would it be and why? Agility requires not only the ability to adapt to change but also the foresight to anticipate it. This means embracing data-driven insights and leveraging technology to navigate the complexities of modern project management. Today, we're going to talk about how AI is transforming project management and enabling true agility in industries that haven't traditionally been known for their rapid pace of change. To help me discuss this topic, I'd like to welcome,...
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#68: Improving lead quality with Derek Gerber, Power Digital
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
Are you getting lots of leads, but never enough good ones? Agility requires not only the ability to adapt to change quickly, but also the foresight to anticipate what's coming next, whether that’s top, middle, or bottom of the funnel in B2B lead generation. Today, we're going to talk about why so many B2B marketers are still struggling with poor lead quality, and what they can do to fix it. To help me discuss this topic, I'd like to welcome Derek Gerber, Director of Growth B2B at Power Digital. About Derek Gerber With +15 years of experience in B2B sales and marketing,...
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#67: CMOs are shaping the messaging and the markets with Monica Kumar, Extreme Networks
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
Is the Chief Marketing Officer becoming the Chief Market Officer? Are CMOs now responsible not just for messaging to the market, but for actively shaping and creating it? Agility requires not just reacting to market changes, but anticipating them and creating the future you want to see. It demands a deep understanding of customer needs, competitive dynamics, and emerging technologies. Today, we're going to talk about the evolving role of the CMO in a world of rapidly advancing technology, increasing customer expectations, and the ever-present need for agile marketing strategies....
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#66: Building a culture of AI innovation with Michael Domanic, UserTesting
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
Is your organization truly AI-powered, or are you just slapping a little GenAI onto existing processes? Agility requires embracing experimentation and empowering teams to rapidly iterate, especially when integrating transformative technologies like AI. It also demands a culture that views failure as a learning opportunity, not a setback. Today, we're going to talk about how to build a culture of AI innovation from the bottom up, empowering every employee to leverage its power. To help me discuss this topic, I'd like to welcome Michael Domanic, Head of AI at UserTesting. About Michael...
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#65: Transforming CX with AI plus People, Processes, and Platforms, with John Durocher, Calix
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
Are your people, processes, and platforms delivering value or to drive better customer experiences, or are they—and your CX—disconnected and siloed? Agility requires a willingness to adapt and evolve, as well as a deep understanding of how customer trust is built (or broken) through simplicity, personalization, and empowered employees. Today, we're going to talk about how brands can transform their customer experience using AI-powered strategies. To help me discuss this topic, I'd like to welcome, John Durocher, Chief Customer Officer at Calix. About John Durocher ...
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#64: Successful AI adoption requires human ingenuity, with Nickole Brown, Cella by Randstad Digital
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
Is the hype around AI in marketing finally starting to match reality, or are we still just scratching the surface of its true potential? Agility requires a willingness to experiment with new technologies like AI, but it also demands a deep understanding of your customer and the ability to adapt your strategies based on data and insights. It also requires strong leadership that can champion the changes needed to achieve success with AI. Cella recently released its 2025 Intelligence report, finding that while AI adoption is gaining momentum, but human ingenuity still leads the way....
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#63: Marketing in a world of agent to agent transactions with Mathieu Dhondt, EPAM
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
What is the role of marketing when humans are taken out of both ends of the customer experience, replaced by AI agents talking directly to each other on our behalf? Agility requires more than just implementing the newest AI tools — it means being able to make smart, strategic choices about which technologies are actually creating value for your customers. Today we’re going to talk about how GenAI is reshaping the way we think about customer experience, automation, and personalization — and what it means for the future of marketing. To help me discuss this topic, I’d like to welcome...
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#62: B2B CX and the Evolving B2B Customer with Rajesh Sankaran
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
Agility requires a deep understanding of evolving customer expectations and the ability to adapt quickly to meet those needs, especially in the complex B2B landscape. It also demands breaking down silos between marketing, sales, and customer service to create a unified customer journey. Today, we're going to talk about the nuances of B2B customer experience (CX), particularly within a large organization like an insurance company, and how it compares and contrasts with the B2C world. To help me discuss this topic, I'd like to welcome Rajesh Sankaran, SVP of Ecommerce at A-MAX Insurance....
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#61: How agentic AI can transform B2B event marketing with Travis Cushing, CPO of RainFocus
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
If you had to bet on one technology that will fundamentally reshape B2B marketing in the next five years what would it be, and would it have “agentic” and “AI” in the name? Agility requires not just reacting to technological advancements like agentic AI, but proactively experimenting with them and adapting your strategies based on real-world results. It also requires organizational buy-in and a willingness to challenge established norms. Today, we're going to talk about the rise of agentic AI and its potential to revolutionize B2B marketing, particularly in event marketing. To...
info_outlineThis show is brought to you by Channel99, a B2B marketing technology company helping clients get more out of their spend with AI-powered decision-making.
What if 99% of your target accounts see your marketing, but never click a single ad? How would you prove your value then?
Agility requires a willingness to abandon outdated metrics, even when they’re comfortable, and embrace a more nuanced, realistic view of the buyer’s journey. It means adapting not just our campaigns, but our very definition of success.
Today, we're going to talk about the massive blind spot in most B2B marketing measurement: the 'dark funnel' where prospects engage with content and ads but never click. We'll explore how AI-powered attribution is finally shining a light on this journey, moving us beyond last-click models to understand true influence and impact.
To help me discuss this topic, I'd like to welcome Chris Golec, Founder & CEO at Channel99.
About Chris Golec
Chris founded Channel99 in 2022 to provide businesses worldwide with the first AI-powered decision making engine for B2B marketing investments. Unsatisfied with traditional attribution solutions and the financial inefficiency of B2B marketing, Chris’ mission is to transform how the B2B sector measures and invests in growth. Prior to Channel99, Chris founded Demandbase and pioneered the Account-Based Marketing (ABM) technology category now widely adopted by thousands of companies. During his tenure at Demandbase, he was known for fueling innovation, driving rapid growth, and creating a culture that won “Best-Places to Work” in the Bay Area for 7 consecutive years and Top 10 nationally through Glassdoor. Chris also won Marketing Executive of the year two consecutive years and was named in the Top10 SaaS CEOs in 2019. Before Demandbase, Chris co-founded a supply-chain software company called Supplybase which sold to i2 Technologies for $380 million.
Chris Golec on LinkedIn: https://www.linkedin.com/in/cgolec/
Resources
Channel99: https://www.channel99.com/
This show is brought to you by Channel99, a B2B marketing technology company helping clients get more out of their spend with AI-powered decision-making.
The Channel99 platform incorporates two key advancements: superior account identification and the first-of-its-kind B2B ad verification. This allows AI to precisely identify financial inefficiencies across a client's various marketing channels.
The platform then optimizes campaign and audience adjustments to automate workflows, maximize labor output, and significantly increase operational efficiency.
From high-growth mid-market businesses to global enterprises, Channel99 is a proven investment to accelerate pipeline growth and mitigate marketing investment risk.
For more information, visit channel99.com
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Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com
Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom
Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com