B2B revenue teams have invested heavily in identifying the right accounts. But there has always been a gap between account-level targeting — knowing which companies to go after — and activating lead generation campaigns against them. That gap costs time, creates audience misalignment, and leaves demand programs lagging behind the intelligence meant to drive them.
For most teams, bridging that gap has meant spreadsheets: exporting segment lists from one platform, cleaning them up, and emailing publishers individually to bid and negotiate deals. It is the kind of friction that drives up the hidden costs of generating demand and slows programs down precisely when precision matters most.
Audyence estimates:
• Up to 47% of a given cost-per-lead is driven by manual workflows, sales commissions, and pre-negotiated rates from reselling and broker relationships.
• The average lead generation program takes 6wks to launch with a traditional purchasing motion, which comes at an opportunity cost to pipeline for account-based programs.
• Marketers more than 2 working days a month–– that’s $880 at the average blended hourly wage of $55–– buried in manual workflows to manage campaigns, reporting, and bespoke reconciliation cycles, which keeps teams from focusing on strategic priorities.
Today, Audyence and Demandbase close that gap with a native integration that transforms account intelligence into immediate lead generation, ensuring your ABM strategy is always powered by real-time account data and precision targeting.
Demandbase identifies and segments the highest-value accounts for your business, surfacing who is in-market and ensuring marketing and sales are focused on the same opportunities at the right time.
Audyence streamlines the purchase and optimization of lead generation campaigns by connecting advertisers, their tech, and the world’s largest network of verified origin-source publishers in one synchronized marketplace to reach an estimated 1B+ buyers.
Together, they give revenue teams a direct path from account segmentation to buying group activation. This is the first integration purpose-built to connect Demandbase with Audyence–– the only enterprise-grade marketplace for cost-per-lead inventory––with no manual steps between account identification and lead generation. Joint customers pull Demandbase-defined segments straight into Audyence and launch targeted CPL campaigns against those accounts up to 15X faster than traditional buying methods. By doing so, campaigns always stay aligned with their account intelligence and overarching ABM strategy. By doing so, they’re able to compound the revenue multiplier of an account-based strategy operationalized in Demandbase with the built-in cost savings of a programmatic marketplace for cost-per-lead campaigns.
“Connecting Audyence and Demandbase helps marketers save time and money that they can reinvest in accelerating growth for their businesses. We’re excited to unlock this approach for our mutual customers and the broader community of marketers seeking innovative approaches to reach their goals.”
Karl Van Buren | CEO, Audyence
The most immediate change is that your marketing team will spend less time in email and end the spreadsheet shuffle: exporting CSVs from Demandbase, reformatting them, and manually sending them to your publishing partners. With a direct segment sync, campaigns that previously took up to six weeks to launch in an average of 1.9 days — 15x faster with Audyence.
The downstream impact is bigger. Every lead generated through Audyence comes from a Demandbase-prioritized account, so alignment between marketing and sales is built into the workflow rather than something you have to enforce. Your targeting definition is set once and deployed consistently across every publisher with programmatic precision and zero audience drift. The result: enhanced lead quality, faster time to market, and full visibility from targeting to delivery.
And beyond the segment sync, using Audyence removes friction that most demand teams have accepted as the cost of generating demand:
• No opaque lead sources driving up your cost-per-lead.
• No insertion orders or lengthy procurement cycles. Traditional sales-led cycles won’t keep you from testing new publishers, pressing strategic advantages, or acting on incremental opportunities as they arise.
• No reconciliation overhead. One system of record replaces bespoke end-of-month reconciliation across partners. One source of truth for every lead, every campaign, every result.
• No chasing bad data. Built-in data governance validates, deduplicates, and enriches every lead in real time using 17.6B data points in the Audyence Data Cloud, so you never pay for bad data. Many customers reduce or eliminate the cost of standalone lead validation technology entirely.
Setting up the integration is straightforward and takes most teams less than 15 mins. You’ll need:
• Access to Demandbase Orchestration, platform fees may apply.
• Access to the Audyence platform, no platform fees required.
• An integration guide to connect the two
Once connected, marketers use Demandbase Orchestration to automate and schedule the segment sync process.
From there:
• Demandbase segments flow directly into the Audyence platform
• Campaigns activate against those accounts across Audyence's publisher network
• High-quality buyers from prioritized accounts are delivered directly into your pipeline via your preferred technologies. Audyence offers native integrations for the following technologies at no additional cost:
While the programs run, the Audyence reporting suite shows you pacing and target account list penetration and engagement so you can optimize campaigns in real-time.
Engage your buying committee sooner. Remove Pull your Demandbase segments into Audyence and put your account intelligence to work.
See the Integration in Action
Audyence is B2B’s first programmatic marketplacefor cost-per-lead inventory. We connect demand generation marketers andagencies directly to a marketplace of verified, origin-source publishers —cutting out opaque processes with programmatic speed, real-time datagovernance, and complete transparency into performance across all yourcampaigns in real time. Follow Audyence on LinkedIn.
Danika Schmidt is a Senior Product Marketing Manager at Audyence–– the only B2B demand marketplace. A strategic seller turned product marketer, she brings over a decade of experience in B2B advertising, martech, and SaaS across companies including Gartner and Rackspace. She specializes in end-to-end go-to-market strategy, product positioning, and audience-driven content. Connect with Danika onLinkedin.
