Avalara's Case Study on Using Thought Leadership Content to Drive Demand - 2013 B2B Modern Marketing Roundup

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Avalara's Jessica Davis and Alexandra Evans from Avalara share their case study on using thought leadership content in B2B demand generation campaigns. These innovative uses of thought leadership are producing fantastic results. Their campaigns are powered by Eloqua. Presented at the 2013 B2B Modern Marketing Roundup with Eloqqua and Heinz Marketing.

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  • A company's credibility often determines success or failure
  • Really!? You're not going to try and sell me something?
  • Avalara's Case Study on Using Thought Leadership Content to Drive Demand - 2013 B2B Modern Marketing Roundup

    1. 1. Using Thought Leadership to Drive Demand3 reasons why educating your prospects is the best way to get great customers Jessica Davis, Marketing Operations Manager Alexandra Evans, Marketing Programs Manager Avalara #MMR
    2. 2. Challenge: Broad Reach to SMB Market Target • Sales tax and compliance automation • Cloud-based solution • Target audience = • Accountants, Finance and IT Execs • Companies with < $250 million in revenue; most < $50 million #MMR
    3. 3. Previous Tactics: Product Focused Subject Line: Simplifying Sales Tax for QuickBooks Users CTA: Join our webcast and learn how to automate sales tax in QuickBooks. #MMR
    4. 4. New Tactics: Thought Leadership SeriesEducational Content, Target Market Focus #MMR
    5. 5. The New Way: Focus on Audience Interests Subject Line: Confessions of a (former) auditor CTA: Register now and submit your questions – the top questions will be shared with our listeners. #MMR
    6. 6. Results! An Inside Look Leads: 200% Closed Deals: Growth 150% Above Goal Revenue Impact: Text 150% Above Goal #MMR
    7. 7. Reason #1: Establishes Credibility Demonstratesexpert knowledge Provides “insider” perspective Offers real-world scenarios the audience relates to #MMR
    8. 8. Reason #2: Broadens Message Broadens audience reach You’re perceivedContent is King as a valuable resource #MMR
    9. 9. Reason #3: Builds Customer Loyalty Reinforces buyingdecision for existing Services the account in a more Informs customers customers relational way in a way that can setup add-on sales #MMR
    10. 10. #MMR Questions?Jessica Davis Alexandra EvansMarketing Operations Manager Marketing Programs Managerjessica.davis@avalara.com alexandra.evans@avalara.com

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