Avalara Knew Their messaging would work before they spent a penny

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Marguerite Yeo

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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DON'T GUESS

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.

About Avalara
Avalara
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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.”

Previous Results
Marguerite Yeo
“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.

Marguerite Yeo
“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

Schedule Discovery Call

Don't Guess. Know.

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