We built the audience first. The intelligence came second.
Most demand generation vendors buy their data. We spent eight years building and acquiring the properties B2B software buyers read while they choose, then built an applied-AI engine on top. That order is why every lead we deliver comes with what the person actually did.
Eight years, in four steps.
- Year 1
One comparison site
Spotsaas launches: straight, category-by-category comparisons for B2B software buyers. Readers come back, subscribe and download. The audience starts compounding.
- Years 2 to 6
One site becomes six
Finance teams want a property of their own. Then HR, sales, fleet and the creator economy. Each gets its own newsletters and community. Every reader opts in on the page.
- 2024
Vendors ask the question
The software companies being compared want to know who is comparing them, and against whom. It is all happening on pages we own. NorthRadar Media is formed to answer, with consent and at person level.
- 2026
The applied-AI engine
Multi-dimensional buyer data across the properties is resolved to one identity per person. Intent becomes one signal among many, and every lead arrives qualified against the buyer's ICP.
Three things we will not trade.
Own the audience
We do not rent lists or license intent. Every person we reach chose one of our properties and opted in there.
Deliver the person
An account tells you a company is warm. We tell you who at the company compared you, against whom, and when.
Consent is the product
Every lead carries the property, timestamp and opt-in wording it was captured under. Nothing to take on faith.
Built over eight years. Not bought last quarter.
Every figure is deliverable: people we can reach today, not a list we rent.
Built and acquired over eight years, in 180+ countries
From ERP to fleet telematics
Opened before the shortlist forms
Across every program we have run
Seven sites. One owned network.
Publishers first. Demand gen second.
Leads company strategy, vertical selection, and the editorial model behind NorthRadar's portfolio of research properties.
People who know one software category deeply, and people who can explain owned data to a demand gen team.
Open roles →Your buyers are already on our pages.
Send your category, ICP and goal for the quarter. We come back with a program plan, the properties it runs on, and the buying model that fits.
Built for procurement, not just for marketing.
Consent on every record. Nothing your legal team has to take on faith.
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