The idea for Audyence was sparked by Co-founder & CEO, Karl Van Buren, who had spent a decade in various executive Sales, Marketing, and Business Development roles for leading companies within the B2B demand generation and media industry like Madison Logic and Spiceworks Ziff Davis.

Obvious to him (and all of us), virtually every area of B2B advertising was being digitized and automated to bring efficiencies in cost and time, new data intelligence, and ultimately better outcomes to B2B marketing organizations. Witnessing the rise of programmatic media, which now accounts for more than 80% of all media purchases, and later programmatic CTV, it became clear that B2B marketers and agencies prefer a digital path to market. Yet, the B2B lead generation industry remained entombed in a largely analog, slow, unsophisticated workflow mired in inefficiencies and prone to human-error. Not only was it too labor intensive, too slow, and too expensive; an industry-framework that disincentivized transparency to its customers had to be changed.

While Karl had spent his career on the supply-side of the industry, Roland Deal (Co-Founder and President) had spent 25+ years at global agencies such as Ogilvy, Grey, Saatchi & Saatchi and most recently at dentsu (Merkle) working with large Enterprise clients, many of whom were becoming increasingly frustrated with the limitations of the status quo. The birth of Audyence was the coming together of these two unique, but aligned perspectives coming from both sides of the B2B demand generation ecosystem.

To drive B2B Demand Innovation, Audyence was founded on these core principles: