"The Network of Record is a data hub that Radius customers can plug their CRM and marketing automation solutions into to share their contact and account data with other customers. Like with Facebook, the more users contribute to the platform, the more valuable the Network of Record becomes. Darian Shirazi, CEO of Radius says companies can negotiate what kind of data they contribute to the platform; however, they are required to contribute something.

The Radius Revenue platform then uses this network of data to recommend different audiences its customers should target. It can also use cookie matching to link contacts' business and personal profiles, Shirazi says, and integrate with ad platforms to target decision makers. In addition, Radius announced integrations with Facebook, Google AdWords, Twitter, and data management providers earlier this month to enable more cross-channel targeting for B2Bs.

But why would companies want to share their precious data with others, anyway? For one thing, Shirazi says the Network of Record can improve data accuracy by cross-referencing and validating customers' data points with others'. And with multiple customers contributing to the network, he adds, information is constantly updated. He also says that customers can't detect which data elements came from which companies and that those paying for the Radius Revenue platform automatically get access to the built-in Network of Record."

I’m excited to share that today Radius announced that the Radius Revenue Platform enables B2B marketers to provide a seamless omnichannel experience to their prospects and customers. Marketers can now take advantage of a complete marketing mix directly from Radius that deploys to all channels, including email, phone, field, and direct mail, as well as digital and social channels. With the addition of integrations to Google Adwords, Facebook, and DMP’s, a full omnichannel experience is now possible.

The ability to segment a highly targeted set of prospects and engage with them with a consistent message across multiple channels is game changing. Omnichannel is not something we as B2B marketers can ignore. Radius is uniquely positioned to help B2B marketers reach their target prospects and customers wherever they are. By tapping into our vast network of always-on B2B data, The Network of Record, marketers are able to match business profiles to consumer profiles, extending our customers’ ability to reach their target audience.