Marketbridge Buys Channel99, Adds AI Visibility Tool

In the US, consulting and marketing firm Marketbridge has acquired B2B marketing performance and measurement platform Channel99, and has immediately launched a new offering called AI Visibility, tracking appearances in AI-powered search for clients and their competitors, and helping to improve it.

Five US-based businesses - COMM, fama PR, Intelisent, MarketBridge and Quarry - merged in September 2024 under the Marketbridge name. The combined firm offers strategy consulting, marketing and comms, data science, analytics and technology solutions. Channel99 was founded in 2022 by software entrepreneur Chris Golec (pictured), a pioneer of Account-Based Marketing (ABM) and the founder of Demandbase. The firm connects digital marketing at the account level with opportunities and pipeline, offering brands in-depth insight into the factors influencing performance. Marketbridge says acquiring it will accelerate its own evolution into 'a more technology-enabled B2B services company,' strengthening its offer in three areas in particular: AI-powered optimization of B2B audience reach and optimization; B2B measurement and attribution, pulling in fragmented marketing and sales data; and AI Visibility.

Marketbridge CEO Bob Ray comments: 'Channel99 helps clients identify what is happening and where opportunities exist. Marketbridge can then help them determine what to do about it, through our strategy, measurement, analytics, data, media, content, web, PR, and consulting capabilities.'

Golec will continue to lead Channel99, which will retain its product identity and market presence, while Mark Yatman, Channel99's VP of Product and Engineering, and his team will also join Marketbridge. Golec, who now reports to Ray, comments: 'We are excited to join Marketbridge at a time of unprecedented technology innovation across the B2B marketing landscape. Together, we will take technology-enabled B2B services to new heights while helping clients better navigate the AI-driven buying journey.'

The firms' home pages are at www.marketbridge.com and www.channel99.com .