RRE POV Dan Rosenberg on Building Octane11 and the Future of AI-Driven B2B Marketing
Mar 9, 2026
Dan Rosenberg, founder and CEO of Octane11 and former MediaMath exec, reflects on early startup hires and building company culture. He explains why he started Octane11 to solve B2B attribution, how marketing signals are mapped to companies, and the data-first approach to powering AI insights for revenue-driven marketing decisions.
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Focus On One ICP Before Expanding
- Focus narrowly on a single ICP and product sequence rather than trying to serve multiple customer types simultaneously.
- Dan contrasted MediaMath's broader approach with The Trade Desk's agency-focused sequencing as a cautionary lesson.
Great Startups Master Sequencing
- The best startups get sequencing right: nail a first value proposition, then expand in measured concentric steps.
- Choosing the wrong next step can force backward moves; think several steps ahead before expanding.
B2B Marketing Must Be Account Focused
- B2B marketing is fundamentally account-based because purchases are made by companies via committees and long sales cycles.
- Measuring channel activity requires mapping anonymous engagement back to companies and tying that to CRM revenue.