The Easy As Pie campaign was two-fold—one that targeted sales reps, and one aimed at referral customers. First, Avalara sent freshly baked pies to channel partner reps. Inside the box was a customized insert that focused on how Avalara’s software solutions could help their customers, and reminded them that they get compensated for referral sales. The insert included a URL to an incentivized landing page—created in Oracle Marketing Cloud—that offered a free Take-and-Bake Partner Marketing Kit, consisting of plug-and-play prospect emails, marketing assets, and talking points. Once the reps downloaded the toolkit, they were sent a $10 Starbucks gift card. The referral customer campaign was the same, except instead of a marketing toolkit, they received more information about Avalara’s tax solutions, as well as a $10 Starbucks gift card for filling out the form.
The campaign was very successful, garnering a 45% response rate, and netting 189 new customers with a campaign pipeline valued at $500,000. “This campaign helped us increase our footprint within our partner ecosystems, as well as build relationships and trust to facilitate future customer referrals,” says Jessica Davis, marketing operations manager for Avalara. “We plan to integrate it as a core part of our Partner Sales Rep Training process.”