Case Study: Avalara achieves 45% response rate and 189 new customers with Oracle Marketing Cloud

Avalara Partner Referral Campaign Achieves 45% Response Rate

Avalara, a provider of tax automation for small and midsize businesses, launched the Easy As Pie campaign to boost awareness and drive more direct partner referrals. The company’s objectives included energizing channel partner sales reps, improving targeting and segmentation, strengthening campaign management, and generating highly qualified end‑user leads.

The two‑fold campaign sent freshly baked pies to partner reps with a customized insert linking to an incentivized Oracle Marketing Cloud landing page offering a free Take‑and‑Bake Partner Marketing Kit (reps who downloaded it received a $10 Starbucks card); a parallel outreach to referral customers offered product info and the same incentive. The effort produced a 45% response rate, 189 net new customers and a campaign pipeline worth over $500,000, and will be integrated into partner sales rep training.

Avalara

Jessica Davis

Senior Marketing Operations Manager