The questions vendors ask before the first call.
Where the data comes from, what a lead contains, how in-market is decided, what a program costs and how consent works. Short answers here; each section links to the page that goes deep.
A B2B media company that owns the pages where software buyers compare.
What does NorthRadar Media do?
NorthRadar owns seven software comparison sites and 20+ newsletters that B2B software buyers read while they choose. Software vendors run demand programs on those pages and receive the named, opted-in people who compared them — with the vendors those people weighed, an engagement log and a consent record.
Is NorthRadar an agency or a publisher?
A publisher that sells demand programs on its own inventory. An agency buys media on someone else's properties. Every page and newsletter in a NorthRadar program is owned by NorthRadar, which is why the reader behind a lead can be reported by name rather than estimated.
Which properties does NorthRadar own?
Spotsaas, PeopleOpsClub, SalesOpsClub, FinanceOpsClub, FleetOpsClub, ITCommons and CreatorStackClub, plus the newsletters attached to each. Together they cover 400+ software categories across 180+ countries.
Recorded on pages we own, tied to a person, never modelled.
Where does NorthRadar's intent data come from?
From readers acting on comparison sites and newsletters NorthRadar owns: category reads, comparisons, alternatives reads, pricing views, downloads and opens. Each action is logged to the person who opted in on that property, with the page and timestamp. No bidstream, co-op pixels or third-party feeds.
What is the difference between first-party and third-party intent data?
First-party intent is behaviour recorded by the company that owns the page, tied to a known person. Third-party intent is compiled from other publishers and modelled to an account. NorthRadar's is first-party, so a lead carries the exact event, page and date instead of a company name.
How does NorthRadar decide someone is in-market?
One of three recorded actions: opening a comparison, reading an alternatives page, or viewing pricing. Category reads, downloads and newsletter opens mark someone as researching instead. Nothing is predicted or scored, so every stage traces back to a logged event with a date.
What does a NorthRadar lead actually contain?
A named person with role, work email, LinkedIn and phone; their company, size band, industry and region; the stage; the vendors they compared with timestamps; the full engagement log; and the consent record with property, timestamp, IP and wording.
Three buying models. Two published rates. The rest quoted by category.
How much does a NorthRadar program cost?
Content syndication is $45 per lead against a written spec, with program minimums. A dedicated email is $4,500 per one-time send. Data-as-a-Service, audience activation and lead generation programs are quoted by category. A machine-readable summary lives at /pricing.md.
What drives the price of a quoted program?
Spec tightness, how competitive the category is, the seniority of the target, geography, and the volume and term committed. A narrow director-and-above spec in a crowded category costs more per lead than a broad practitioner spec, because fewer recorded buyers qualify.
What happens if a lead does not match the spec?
It is replaced. Every lead program runs against a written specification, and leads that fall outside it are replaced rather than argued about.
Can NorthRadar deliver into our CRM or warehouse?
Yes. Daily delivery into Salesforce, HubSpot, Marketo, Eloqua, Snowflake or CSV, or a webhook into tools like Clay and n8n. If your syndication runs through Integrate or Convertr, we deliver to your template and field spec. The lead schema, the six event types, dedupe keys and suppression are documented for developers.
Consent evidence travels with every lead.
Is NorthRadar data GDPR compliant?
Consent is the lawful basis under GDPR and UK GDPR, with express consent under CASL and CCPA/CPRA opt-outs honoured network-wide. Every lead carries the property the person opted in on, the ISO timestamp, the IP address and the exact wording they agreed to.
Does NorthRadar buy or rent lists?
No. NorthRadar does not buy lists or license third-party intent. Buyers are recorded on pages NorthRadar owns and are never tracked elsewhere.
How is sponsored content kept separate from editorial?
Paid content is labelled every time, on the pages and in the newsletters. The editorial policy sets out how the comparison sites keep the two apart, and it is published whether or not it helps NorthRadar sell.
Still a question left?
Send your ICP, the categories you sell into and the 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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