Radius

Leading B2B marketing data platform focused on SMB targeting before acquisition by Salesforce

Radius was a B2B marketing data and advertising platform founded to help companies identify, target, and engage small and medium-sized business (SMB) customers. The company provided a comprehensive database of business information combined with predictive analytics and marketing automation tools to enable more effective B2B marketing campaigns. Radius differentiated itself by focusing specifically on the SMB market segment, offering detailed firmographic data, intent signals, and audience targeting capabilities that allowed marketers to reach decision-makers at small businesses across various channels including display advertising, social media, and email. The company raised significant venture capital funding and grew to become a notable player in the B2B marketing technology space during the mid-2010s. Radius was acquired by Salesforce in 2018, with its technology and data assets being integrated into Salesforce's marketing and sales cloud offerings. The acquisition was part of Salesforce's strategy to enhance its B2B marketing capabilities and expand its data assets for targeting small business customers. Following the acquisition, Radius ceased to operate as a standalone brand, with its core technologies and data being absorbed into Salesforce's broader platform. The Radius brand and distinct product offerings were discontinued as Salesforce integrated the valuable components into its existing product suite, particularly enhancing Salesforce Marketing Cloud and Sales Cloud with improved B2B targeting and SMB data capabilities.