Case Study: Avalara achieves automated demand gen and reclaims 288 marketing hours with Integrate

Avalara Automates Demand Gen Programs To Redeploy Resources & Increase Quality

Avalara, a cloud-based tax compliance provider, needed to scale revenue while reducing manual work that was slowing demand generation. The marketing team spent roughly 72 hours a week on administrative tasks, suffered three-to-five‑day lead follow-up delays, and passed low-quality leads to SDRs, while lacking visibility into content syndication performance for its ABM programs.

By adopting Integrate’s demand orchestration software Avalara automated lead vendor management, deduping, normalization and fast injection into Eloqua, restoring visibility across vendors and content. The change freed 288 marketing hours per month, saved 3,000+ SDR hours, increased lead quality ~68.6%, filtered out ~40% of bad leads, and helped produce a 3x jump in pipeline conversions.

Avalara

Pamela Guyton-Micheles

Senior Manager, Demand Generation Marketing and International Programs