Chris Golec — Founder & CEO, Channel99
Published:
I'm willing to bet that the majority of a B2B marketer's traffic gets thrown into 'direct' — they probably saw an ad, read a white paper or did something else and then came to the site, but the source is unknown. You'd be surprised, but it's probably four to five times the amount of engagement or signal compared with looking at just clicks.
What does Chris Golec say on B2B Agility with Greg Kihlström?
Chris Golec, Founder & CEO, Channel99, says: This interview with Chris Golec, Founder & CEO of Channel99, explores the limitations of click-centric measurement in B2B marketing and the concept of the ‘dark funnel’ where most influence happens offsite and without tracked clicks. Golec argues for AI-powered view-through attribution and account-level measurement to reveal hidden signals, better allocate budget by pipeline influence per dollar, and shift marketing conversations with the C-suite toward measurable business outcomes.
From: B2B Agility with Greg Kihlström
Cite as: Chris Golec. (2026). On B2B Agility with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/chris-golec-im-willing-to-bet-that-the-majority-of-a-b2b-marketers-tra