A gap in the business to business landscape led Stirista this week to launch AccessB2B, a new division focused on marketing and sales.

The division will have its own profit-and-loss statement, but Stirista CEO Ajay Gupta declined to disclose specifics on the annual budget the division will receive.

The new unit has 15 employees in San Antonio and New York, and will have a yet to be hired and named general manager who will work with Vincent Pietrafesa, vice president of B2B sales. Pietrafesa will serve as the interim GM, reporting to Gupta.

“Initially, some of the core functions, such as marketing and accounting, will be supported by Stirista with a goal to have a completely separate running entity with its own staff within nine months,” Gupta said.  

Gupta said Strista created AccessB2B to help B2B marketing and sales-focused organizations better reach potential customers and at the same time address the gaps within the B2B marketing landscape.

Personal and corporate identities are merging, making it more challenging to engage with the right decision maker at the right time and in the right channel, he said.

The company’s new Demand Exchange (DX) platform gives marketers one way to onboard and enrich CRM data, build addressable audience segments with Stirista data and activate against them using B2B Display, ABM, CTV or email.

Access B2B lets marketers identify those making the decision to buy media from an identity graph of 40,000 professional personas and more than 22 million individual business locations.

It enables organizations to perform large-scale targeting or hyper-focused ABM campaigns with Stirista’s Email and Digital solutions that aim to drive revenue through high-value leads.