Priya

I came to NorthRadar from the agency side of B2B marketing, where I spent six years helping software vendors figure out where to put their media budgets. That experience gave me an uncomfortable level of visibility into how most B2B advertising actually performs — which is to say, poorly, at scale, with inadequate attribution and enormous amounts of wasted spend.

The problem I kept diagnosing for clients was the same problem: they were buying broad reach when they needed precise reach. They were paying CPM rates on audiences that included irrelevant job functions, the wrong company sizes, and people with no buying authority. The math looked fine on a spreadsheet and was disastrous in reality.

When I met Rajat, the NorthRadar model immediately made sense to me. Concentrated, high-intent audiences in specific verticals are exactly what a software vendor with a well-defined ICP actually needs. The editorial quality creates a context effect — your brand appears alongside content the reader trusts and values, which transfers to your message in ways that programmatic placements cannot replicate.

My work at NorthRadar is to grow the audiences that make our advertising products valuable, and to build advertising relationships that generate real outcomes for vendors. I write about advertising strategy, B2B media, and the changing economics of reaching professional buyers online.