Avalara Knew Their messaging would work before they spent a penny
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OUR MARKETING MANAGER
Marguerite was a senior director at Avalara, a company that produces Software as a Service (SaaS) to help businesses calculate, file, and remit sales and use tax.
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Avalara had two key needs when they engaged MKG.
1. Externally, Avalara needed to raise awareness for sales and use tax as well as Avalara's professional services arm.s
2. Internally, they needed to know what messages and key pain points would resonate with potential clients.
TRUE RESULTS
MKG understood what Marguerite was going through. In her words:
“I met them at a previous job and brought them on here. We were considering two companies at the time, but MKG’s past success, cost, and nimbleness made me choose them.”
“I met them at a previous job and brought them on here. We were considering two companies at the time, but MKG’s past success, cost, and nimbleness made me choose them."
~ Marguerite Yeo
The MKG Plan: THE RIGHT MESSAGING & MEASUREMENT
In order to address the internal and external problems that Avalara was facing, MKG put together the following plan.
1. MEANS
MKG provided Avalara with an account manager, two analysts and a team member in charge of general project oversight.
2. MESSAGE
Our team recruited candidates that fit the ideal client profile for Avalara products and services (i.e., finance and accounting professionals). Once we recruited the candidates we drafted a quantitative study that was then sent out to each one of the candidates.
3. MEASUREMENT
And then Analyzed as well as Visualized the Data for Key Stakeholders.
As our candidates completed the study, the MKG team analyzed the data for key trends and patterns to tell Avalara which message(s) were most effective.
“We accomplished [our KPIs]; in part, thanks to MKG.”
~ Marguerite Yeo
THE RESULTS
Avalara had more than one key performance indicator that would tell us if the analytics project was a success or not.
They were measuring KPIs such as:
1. Digital ad impressions
2. Digital ad click throughs
3. Sales deals tied to the digital ad campaigns
So did they meet their targets?
“We accomplished them; in part, thanks to MKG.” - Marguerite Yeo
