As Multiview celebrates 25 years at the forefront of B2B marketing, CEO Andy Keith is steering the agency into its next era of growth and innovation. Under his leadership, the company continues to help associations and brands connect with key audiences through a blend of premium media, data-driven strategy, and now, with the launch of Audienceview—the first platform of its kind for B2B audience discovery. We spoke with Andy about the future of digital marketing, the role of AI, and the big opportunities he sees for association leaders and businesses in the years ahead.
Andy: We’re a B2B digital marketing agency that helps associations and businesses reach, engage, and grow their most coveted relationships. What sets us apart is how we combine premium media with first-party audience data to help clients and partners maximize their brand reach and revenue potential. Celebrating 25 years of impact this August, Multiview is made up of 400 strategists, creatives, content marketers, media buyers and planners.
We recently launched something we’re really proud of: Audienceview, the industry’s first-and-only B2B audience discovery platform. Free for B2B marketers to explore, Audienceview gives you access to more than 16 million B2B professionals that can’t be reached on any other platform.
Andy: I think association leaders have a lot of opportunities standing before them, but the greatest one, in my view, is that they hold some of the highest quality data within their respective marketplaces. Leveraging this data to accelerate their AI initiatives is a powerful gateway to building brand and demand with existing and future members.
Many haven’t quite figured out how to fully leverage it yet, but I believe AI could serve as the catalyst that dramatically changes the trajectory of their organizations. The value is sitting right there—it’s all about using it strategically.
Andy: A big shift is that B2B is leaning more into the influencer space, something that really wasn’t even an option before. But with the rise of podcasts and industry-specific platforms, we’re starting to tap into those voices, and they’re becoming real assets for brand building.
At the same time, we’re watching budgets shift dramatically away from static display ads toward high-quality content. That has already happened in B2C, but now B2B is catching up. And it makes sense because dynamic content is simply a more effective way to tell a brand’s story and build trust.
So, whether it’s influencers or content strategy, the theme is the same: more efficiency, more relevance, more authenticity. B2B’s digital evolution is really just getting started.
Andy: DFW is poised to become the second-largest finance market in the U.S. over the next 5 to 7 years. It’s shaping up to be Wall Street 2.0. With that growth comes huge opportunity—for talent, for partnerships, and for tapping into established client bases.
That’s where our 850 association partnerships really help us plug in. Some of those partners are in finance, accounting, and risk management, and they’ve opened the door for us to begin working with brands who are moving into or expanding within this market.
Andy: I feel like right now everyone’s either dipping a toe into AI or jumping in with both feet. But the thing is, it’s still very generative and not predictive. And while AI is going to make everyone more efficient, I think the human side is still essential, especially when it comes to creative work. AI struggles with emotion and nuance, so there’s still a major need for human involvement.
AI does a great job at freeing people up from tasks and processes so that they can invest more time thinking strategically and building more meaningful connections. Specifically,
- Hyper-personalization of messaging—AI will help us anticipate customer needs and tailor messaging in real time.
- Efficiency—routine and mundane tasks will be automated, which frees people up to focus on more strategic, impactful work.
- Insight through synthesis—we’ve always had an abundance of data at Multiview, but at times, that slowed decision-making. AI helps us synthesize it into something more digestible.
Across the board, AI gives our teams the ability to say, “This is where we need to optimize. This is where we need to pivot.” That’s huge.
All that said, at the end of the day, it still comes back to relationships and trust. So even though AI is going to transform the landscape, I believe doing what’s best for the client, and human-to-human connection, is what leads to long-term success. That’s been our mindset for 25 years, and it will continue to be our guiding force.
