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.

1. Using Thought Leadership to
Drive Demand
3 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. 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
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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. New Tactics:
Thought Leadership Series
Educational Content, Target Market Focus
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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.
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6. Results! An Inside Look
Leads: 200% Closed Deals:
Growth 150% Above Goal
Revenue Impact:
Text
150% Above Goal
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7. Reason #1: Establishes Credibility
Demonstrates
expert knowledge Provides “insider”
perspective Offers real-world
scenarios the
audience relates to
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8. Reason #2: Broadens Message
Broadens
audience reach
You’re perceived
Content is King as a valuable
resource
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9. Reason #3: Builds Customer Loyalty
Reinforces buying
decision for existing Services the
account in a more Informs customers
customers
relational way in a way that can
setup add-on sales
#MMR

10. #MMR
Questions?
Jessica Davis Alexandra Evans
Marketing Operations Manager Marketing Programs Manager
jessica.davis@avalara.com alexandra.evans@avalara.com