Inside Audyence’s Strategy: An Interview with  Karl Van Buren, CEO & Co-Founder

This interview with Karl Van Buren, the co-founder and CEO of Audyence shares his insights. His programmatic platform will redefine how advertisers and publishers generate leads. With over 10 years of experience in sales, marketing, and business development at leading companies such as Madison Logic and Spiceworks Ziff Davis, Van Buren realized the disadvantages of lead generation in general—especially content syndication. 

This brought forth the establishment of the centralized state of Audyence, an innovative platform where one can buy and sell media and email inventory on a cost-per-lead basis to enhance transparency and efficiency. Incredibly, Audyence is growing at around 84% quarter-on-quarter on average, even with world-class clients like Veeam, Inovalon, and BitSight. 

The organization was created with a new standard in lead quality, campaign visibility, and return on investment for the future using programmatic technology, customer-centric strategies, and innovative partnerships such as intent-based targeting with Bombora.

Audyence’s Impressive Growth Journey: Factors Contributing to Maintain the Swift Success 

The continuous growth comes from customer commitment to value and innovation as authentic offerings to the market. The Audyence team has a good grasp of the industry and is ready to address the distinct challenges in scaling demand generation turned by efficiency and transparency facing B2B marketers and publishers. 

They have created a marketplace ecosystem by combining programmatic technology with excellent customer support and being responsive to market needs that directly address the key concerns. This customer-focused model, along with the strong data partnerships, places the company well-positioned to adapt and allow its clients to have solid results during changes in market conditions.

Transforming B2B Lead Generation with Programmatic Technology

There has been a conscious development of this strategy since inefficiencies within B2B lead generation were, in a lot of ways, already outdated by very efficient solutions in other areas of digital marketing. The opportunity was recognized to introduce automation, scalability and workflow efficiency in real-time capabilities to a process that has been mostly manual, grey, and slower. 

The marketplace responded very favorably, with many clients stating the improved ROI, better lead activation and increased campaign visibility. While much needs to be educated about the programmatic way, early adopters are experiencing benefits, which is triggering some wider acceptance within the industry. 

How does Karl Van Buren make sure that he keeps providing value to these important clients?

The organization emphasizes having a collaborative approach with its clients, which essentially means listening genuinely to client feedback, understanding their strategic goals, and always improving their solutions to fit clients’ ever-changing needs. 

Besides that, resources are allocated to a customer success team to facilitate tremendous onboarding, regular performance reviews, and recommendations on making better use of Audyence easily. By embedding its operations in client outcomes and using data-driven insights, it ensures that every interaction and campaign creates real customer value relevant to its key performance indicators. 

How do collaborations enhance Audyence’s capabilities and customer outcomes?

Integrating strategic partners such as Bombora, a foremost provider of B2B intent data, allows clients to accurately identify accounts in the market now and are likely to convert. Through intent signals, the firm delivers lead generation that is relevant and timely in nature with buyer intent. This increases conversion which is aided by prioritizing and nurturing leads corresponding to their stage in the buying journey. The intelligence platform with these partnerships enables customers to concentrate on what matters more. 

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The major opportunities and challenges in the future of B2B demand generation 

A well-set opportunity is the growing requirement for real-time, data-informed decisions in lead generation. With buyers now more savvy with digital tools, marketers must find agile solutions able to scale and customize properly. Our programmatic platform goes a long way in meeting this demand and bringing transparency, speed, and control to the process. 

However, a challenge lies in creating awareness in the market and enabling businesses to discard the traditional methods and embrace far more automated and smarter ways. We are poised to be leaders in this transition along with our clients, collaborating to transform demand creation, lead nurturing, and ultimately achievement of measurable success.