How DemandGen Helped Boost Outbound Conversions by 40%

SITUATION

Avalara helps businesses of all sizes achieve compliance with sales and excise tax, VAT and other transactional tax requirements. Avalara offers hundreds of pre-built connectors into leading accounting, ERP, e-commerce and other business applications. The company processes millions of tax transactions for customers and free users every day, files hundreds of thousands of transactional tax returns per year, and manages millions of exemption certificates and other compliance related documents. internationally.

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

Avalara worked with DemandGen to develop a lead management program that enables reliable lead scoring, prioritization, enabling its sales team to send targeted messaging to prospects and MQLs. In order to do that, they went through a four-phase lead scoring model as follows:

Phase 1: Develop a lead funnel taxonomy

Phase 2: Defining the lead score

Phase 3: Aligning the lead nurture strategy with the buying cycle

Phase 4: Demand Funnel Reporting

RESULTS

Avalara has realized significant increases in opportunities, deals, and associated revenue:

• 35% increase in outbound opportunities

• 40% increase in outbound deals

• 15% increase in outbound revenue

For more information on how DemandGen can become your team’s partner and help you with your lead management or lead scoring, contact us! If you would like to see more examples of how we’ve helped other clients, check out our case studies!