Case Studies

Learn more about DemandGen's Lead Management services www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2016 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. 1 Avalara Develops New Lead Management Program, Boosting Outbound Conversions 40% with DemandGen. BACKGROUND Avalara helps businesses of all sizes achieve compliance with sales and excise tax, VAT and other transactional tax requirements. Its automated, cloud-base solutions are helping businesses manage complicated and burdensome tax compliance obligations imposed by state, local and other taxing authorities in the United States and internationally. Avalara offers hundreds of pre-built connectors into leading accounting, ERP, ecommerce and other business applications. The company processes millions of tax transactions for customers and free users every day, files hundreds of thou- sands of transactional tax returns per year, and manages millions of exemption certificates and other compliance related documents. CHALLENGE Avalara's marketing team was struggling with effective lead management. "We'd grown accommodated to a very basic lead management program, in which we classified leads as a 'Suspect' or 'Prospect,'" said Jessica Davis, Manager of Marketing Operations at Avalara. "The only factor that separated the two was a conversion; if a Suspect filled out a contact form or attended a webinar, he became a Prospect." According to Davis, Prospects knew a little about Avalara and perhaps had some contact with the company. Salesforce users within Avalara would place Prospects in different queues according to priority, but it was somewhat arbitrary. "We had no nurture programs for the various funnel stages, so when we sent out email campaigns, we treated everyone equally, and there was no targeted segmentation in place." Having contracted with DemandGen, Avalara embarked on a lengthy journey to SITUATION Avalara needed a more effective way to score, prioritize and manage leads, and better alignment between sales and marketing teams to improve lead conversions. SOLUTION Working with DemandGen, Avalara de- veloped a lead management program that enables reliable lead scoring and prioritization, enabling its sales team to send targeted messaging to prospects and MQLs. RESULTS The new program provides better insight into behavioral information of prospects and leads, as well as better alignment between sales and mar- keting teams, resulting in significant increases in outbound opportunities, deals and revenue. DemandGen was integral to developing an effective lead management pro- gram and up-leveling the way we engage with prospects and MQLs." − Jessica Davis, Manager of Marketing Operations, Avalara Outbound Opportunities, Deals and Revenue

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