Anatomy of a Campaign | Chapter 2: Localization

Audyence, B2B's first programmatic marketplace for pay-per-lead demand, now runs campaigns in 23 languages. Localized campaigns put your landing page, lead form, and consent in the language your buyer reads, with the same speed and lead standard as your English-language programs.

23 languages. English plus 22 more, from German and Japanese to Brazilian Portuguese, Hindi, and Arabic.
Translations drafted for you. Add a language, and Audyence drafts the translations of your form labels, answer options, and consent text. You review and edit them once, then reuse them across campaigns.
One setting automates campaign generation. Choose a campaign language at setup, and the landing page, thank-you page, and lead form all follow. Arabic and Hebrew pages lay out right to left.
Publishers get it right the first time. Every publisher on the campaign receives a lead template in that language, and names in every script arrive intact.

What that means for your program:

A brand that feels local. Buyers give more attention to a brand that speaks their language. A page in their own language reads as relevant from the first line, and a better buying experience makes engagement the easy choice.
One lead standard in every market. Validation stays on in all 23 languages, including those with special characters.
A CRM that stays clean. Your picklist and question answers come back in their base English values, even when a buyer uses Korean, Thai, or Chinese characters.

Think of the programs this makes possible: a product launch across DACH, an account list that spans Paris, Dubai, and São Paulo, and the subject of today's Anatomy of a Campaign: a regulatory deadline.

Anatomy of a Campaign: Getting to Market Before the Mandates

This is the second story in our Anatomy of a Campaign series. Real campaigns, told without names or logos: what an advertiser set out to do, what they built, whether they got there, and what they learned on the way.

When countries in EMEA set dates for mandatory e-invoicing, a buying window opened for every tax compliance solution. Our customer, a performance agency, had just a few weeks to put its client, an enterprise tax compliance software company, in front of tax and finance leaders across three markets. They crushed it.

The window

Three markets started the countdown for businesses to adopt e-invoices:

France. From September 1, 2026, every business had to be able to receive e-invoices, and large and mid-sized companies had to start issuing them.¹
Germany. Every business has had to receive structured e-invoices since January 1, 2025. Companies with more than €800,000 in annual turnover must issue them from January 1, 2027.²
United Arab Emirates. Businesses with AED 50 million or more in revenue must appoint an accredited e-invoicing provider and go live by January 1, 2027.³

Each deadline gave buyers a reason to act, and the tax compliance software company wanted to reach them in all three markets while their decisions were still open.

The race to market

The agency had run lead generation for years through resellers, but they weren't confident they could get campaigns into market in time. Against a fixed deadline, going through a traditional sales-led campaign buying cycle would eat up a large chunk of the buying window (up to six weeks). According to the Audyence Cost of Campaign Delay calculator, that would have delayed 11 deals for their client. Assuming the average price of compliance software according to Capterra and an expected customer lifetime of five years, their client would miss more than $240,000 in potential revenue.⁴

Buying direct from publishers was not something the team thought was possible for content syndication. On the Audyence marketplace, each of the three campaign briefs took five to eight minutes to draft. The agency's media team reviewed them, sent each one to the full publisher network, and had bids back the next morning. A campaign on Audyence can be live in up to 48 hours.

"I don't think we ever thought that this would have been possible to do," said the agency's media manager.

Campaigns designed to target open decisions

Capitalizing on a regulatory deadline means your campaign needs to reach people who haven't chosen yet. The agency built the campaigns to cast a wide net:

They set an eight-week flight (April to June) with delivery front-loaded to identify potential buyers early.
Client-supplied account lists capped each company at four leads.
Custom questions were used to disqualify anyone who had already chosen a solution.
Tax and finance is not a standard job function in the targeting list, so the team described the buyer for publishers in the campaign notes to best align their targeting.

Early signs of success led to expansion

The first batches showed buyers with clear intent to purchase. The custom questions screened for companies still evaluating a solution, campaigns were pacing well, and one of the first leads held the title of "Group Head of Tax" and confirmed they were actively evaluating solutions and partners.

Less than two weeks after launch, the client added 50% more budget for Germany and France to target a second, prioritized account list, and extended the initiative's timeline.

The outcome

More than 67% of target accounts were reached across the initiative, and the first 2,156 leads were delivered in full.
After the budget expansion, the full initiative delivered more than 3,100 leads.
Directors were the most engaged job level, with C-suite second.

Regulatory deadlines, budget releases, and market openings rarely wait six weeks for you to shortlist lead sources, request proposals, and build campaigns. A fast path to launch in multiple markets gave this agency and their client the early-mover advantage. Now, with Audyence supporting multiple languages, they can take localized campaigns to the next level with an even better buyer experience.

When your buying window opens or incremental budget releases, know that Audyence can help you secure that early mover advantage for your team.

Ready to see it in action? Request a demo.