On Monday, Leadspace and Radius Intelligence announced their merger.  The two firms were early entrants into the predictive analytics space, but the market for standalone predictive intelligence services has not developed as predicted.  Thus, VCs and private equity companies are sitting on large bets that have yet to pay out.

The merged company will continue under the Radius brand as the “leader in B2B data intelligence.”  Leadspace CEO Doug Bewsher will take over as the CEO of the merged firm while Radius founder Darian Shirazi will assume the role of Chairman.  The two positioned the merger as a coming together of firms with complementary assets across company (Radius) and people (Leadspace) intelligence.

“Radius and Leadspace as one company will deliver a standout go-to-market platform with the best data, artificial intelligence and integrations at its core… What’s truly exciting is that our mission remains the same. Radius will be the nucleus that powers data and intelligence across all B2B applications, channels, and users — now built on The Global Network of Record.”

• Radius Intelligence Statement to Customers

Both Leadspace and Radius have edged closer to prospecting and data enrichment than other predictive vendors.  Leadspace has long offered contact enrichment and prospecting, even appearing in a 2015 SiriusDecisions report on Contact Data Management.  Meanwhile, Radius has built its own database of US company and contact data which it named “The Network of Record” and positioned as the “single source of truth for account data.”  The Radius database spans 18 million US companies and 25 million contacts with verified emails and direct dials.  Radius also offers digital ad targeting.

Radius is positioning itself as being at the center of B2B predictive analytics, B2B Audience Management, and B2B data management. However, several of the data solution vendors also offer advertising solutions including Infogroup and Dun & Bradstreet. (Source: Radius Intelligence)

The new Radius will help sales and marketing teams “find the right data on the right buyers, and reach those buyers across any channel.”  Revenue teams will have access to the “industry’s most comprehensive data intelligence solution.”  Features include account and people targeting, data management, ABM execution, and integrations with Salesforce, Microsoft Dynamics, Marketo, Eloqua (Oracle Marketing), and Pardot (Salesforce).

Shirazi is positioning the company as an Einstein competitor with expanded assets to compete against Salesforce.  “We’re excited about this because it will create the largest number of customers, largest revenue base and really provide a company that is at scale in B2B data and intelligence,” said Shirazi.  “The only other major player in this space we believe is Salesforce Einstein, and we’re excited to really give them a run for their money.”

Shirazi provided the following list of planned enhancements to be rolled out over the next year:

Master Data. Master Growth

• Extend reach and accuracy as The Network of Record unites with Leadspace’s proprietary, real-time virtual database sourcing
• Take complete control of data governance with added data dashboard functionality
• Enhance data matching and append for contacts, as well as lead-to-account matching features

Real Intelligence. Real Buyers

• Strengthen targeting on individual decision makers in both the U.S. and international markets
• Access enhanced segmentation, scoring, and insights on contacts
• Leverage features from two effective sales intelligence tools

Scale Channels. Scale Revenue

• Expand audience reach with the largest deterministic reach of any platform
• Source more contacts with even higher accuracy and contactability rates
• Connect more channels with more seamless integrations and partners 

Shirazi describes Radius as the next “backbone go-to-market platform.”  The combined assets “will enable marketing, sales, revenue ops, and customer insights teams to finally address their data gaps and conquer their targeting challenges. We will create a standout solution in a crowded, fragmented space of point-solutions where customers are forced to stitch together multiple products or change vendors every year.”

Back in 2015, Radius Intelligence had a market value of $500 million and funding of $107.6 million.  Leadspace never disclosed a valuation, but it received $59 million in funding with a $21 million Series C in December.

LinkedIn lists 100 Leadspace employees and 160 Radius employees.

The merged company has over 200 customers including Sam’s Club, Hewlett Packard, Microsoft, Comcast, MetLife, and American Express.  Both firms maintain “innovation centers” in San Francisco and Israel.

Part 2: Predictive Analytics Is Losing Steam as AI Becomes Prevalent across SalesTech & MarTech