Case Study: Avalara achieves a 45% response rate and $500K campaign pipeline with Oracle Marketing Cloud

Avalara Partner Referral Campaign Achieves 45% Response Rate

Avalara, a leader in sales-tax automation for small and midsized businesses, faced the challenge of energizing channel partner sales reps, increasing direct partner referrals, and generating more highly qualified end-user leads. To tackle this, they launched the Easy As Pie campaign targeting both partner reps and their customers to raise awareness, build trust, and drive referrals.

They mailed fresh pies with a customized insert that directed recipients to an incentivized Oracle Marketing Cloud landing page offering a free Partner Marketing Kit (for reps) or product information (for customers); downloads or form completions earned a $10 Starbucks card. The campaign achieved a 45% response rate, netted 189 new customers, and built a pipeline worth more than $500,000, and will be integrated into partner sales rep training.

Avalara

Jessica Davis

Senior Marketing Operations Manager