Adrian J Cotterill, Editor-in-Chief
The B2B marketing platform Octane11 launched this week. It is the first company incubated by MathCapital, a venture fund backed by MediaMath CEO Joe Zawadzki and ad tech vetearn Eric Franchi.
The announcement said that Octane11 comes pre-loaded with partnerships for common B2B tech and data hubs, such as Oracle Data Cloud, LinkedIn, Salesforce and EverString and also enlists specialists to fill out specific channel needs, which is where Intersection are involved.
Consumer brands need to reach hundreds of thousands or millions of people to generate and measure sales lift or ROI. But B2B marketers might have a universe of 1,000 or fewer companies, and perhaps 10 or 20 individuals at each company who make purchase decisions.
Dan Rosenberg, Octane11 founder and CEO said that “For paid media companies, that makes B2B a lot less interesting. And with a relatively low investment in automation and digital measurement, B2B companies devote a much smaller share of paid media budget to programmatic”.
The startup’s business model mirrors MediaMath with a platform fee and potential add-ons for data or managed services. Octane11 has only three clients at launch none of home are MediaMath customers.
MathCapital also has marketing technology investments such as Thunder, Amino and Hudson MX.
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