Avalara Automates Demand Gen Programs To Redeploy Resources and Increase Quality.
INTEGRATE DEMAND CLOUD RESULTS TO DATE
0
+TOTAL HOURS OF SDR TIME SAVED BY ELIMINATING BAD LEADS
3,000+ hours of SDR time saved by increasing lead quality 68.6% – Since adopting Integrate Demand Cloud, the system has filtered out over 40% of leads that would’ve otherwise wasted marketer and SDR time and effort while skewing the insights needed to optimize programs and drive bookings.
We’ve seen a reduction in junk data in the CRM. We first went through a pretty major data clean-up process, and it has stayed green since adopting Integrate – it has stopped us from pumping incomplete, duplicate and invalid info into the database. And this has saved the SDR team over three-thousand hours in total.
– PAMELA GUYTON-MICHELES
Senior Manager, Demand Generation Marketing and International Programs, Avalara
0
+HOURS PER MONTH OF NON-STRATEGIC DEMAND GEN TASKS ELIMINATED
Marketing team regained 288 hours per month and cut lead follow-up time – Automating demand gen tasks has allowed the team to spend time on other mission-critical tasks.
Integrate has allowed us to automate so many demand gen tasks – managing lead vendors, cleaning, deduping and standardizing leads, and injecting them into the marketing automaton platform almost immediately. We’re now able to launch follow-up campaigns almost immediately, test new lead vendors and content, and optimize programs based on learnings.
– PAMELA GUYTON-MICHELES
Senior Manager, Demand Generation Marketing and International Programs, Avalara
Avalara helps businesses get tax compliance right. The company provides solutions for customers to help them face demanding tax obligations imposed by state, local and other taxing authorities around the world.
The Avalara marketing team is on a mission to grow revenue. To accomplish this, the team has focused on creating efficiencies to better equip both marketing and sales efforts with the time and resources needed to execute a scalable account based marketing (ABM) program.
Integrate has taken away the administration of demand marketing. The software has given us efficiency, lead quality, and needed campaign insights.
PAMELA GUYTON-MICHELES
Senior Manager, Demand Generation Marketing and International Programs, Avalara
Adopting the Integrate Demand Cloud provided Avalara’s marketing and sales teams with efficiency, speed, lead data quality and program performance visibility.
CHALLENGES THAT WERE IMPEDING AVAL ARA’S GOALS
- Time-draining administrative tasks – The Avalara marketing team was spending 72 hours per week on menial tasks: managing lead vendors, processing lead data and uploading leads to Eloqua.
We didn’t have the tools to make things work. I was spending at least a day and a half per week in admin tasks, and another five marketers on my team were doing the same.
PAMELA GUYTON-MICHELES
Senior Manager, Demand Generation Marketing and International Programs, Avalara
- Delayed lead follow-up – Slow, manual lead processing meant the Avalara team wasn’t able to follow up with new contacts for three to five days. The team needed to get new leads into Eloqua as quickly as possible.
It was taking a lot of time to process leads, to normalize them, dedupe contacts and make sure everything was good before it was injected into Eloqua and Salesforce.
PAMELA GUYTON-MICHELES
Senior Manager, Demand Generation Marketing and International Programs, Avalara
- Bad lead quality was wasting SDR time – Even with all the time being spent processing new contact data, poor quality leads were still being passed to sales development reps (SDRs).
I didn’t realize how much time was being wasted by our SDR team on bad leads. An SDR spends between five and ten minutes on each bad lead. Considering Integrate’s software filters out around 1,500 bad leads in any given month, that’s a big deal.
PAMELA GUYTON-MICHELES
Senior Manager, Demand Generation Marketing and International Programs, Avalara
- Content syndication channels weren’t integrated with ABM programs – To fuel its pipeline, Avalara relies on multiple campaigns from 10-20 content syndication vendors at any given time, but the marketing team lacked the insights needed to understand what content assets were working with which vendors and for which target-account personas.
It’s important to ensure your content syndication channels are fully integrated with your ABM program. Content syndication feeds ABM. If you have contacts that have a high-heat index and are repeatedly downloading your content from numerous sources, it really signifies intent, and gives you the ability to add another group to your ABM program. However, for this to work, you need that holistic visibility into performance across a complex web of vendors, campaigns and content assets. We didn’t have this before adopting Integrate.
PAMELA GUYTON-MICHELES
Senior Manager, Demand Generation Marketing and International Programs, Avalara
Integrate allows us to easily see which combination of lead sources and content assets are working for us and which aren’t, and we can quickly tweak programs accordingly. Integrate has become an instrumental part of the sales cycle.
PAMELA GUYTON-MICHELES
Senior Manager, Demand Generation Marketing and International Programs, Avalara
