Key Takeaways
- Marketbridge built a “saturated sprint” for Avalara during Tax Day season, surrounding buyers with a consistent AI narrative across 25 media partners and 165 placements in the U.S. and UK.
- The coordinated takeover drove more than 70 million impressions, a 200% jump in homepage traffic and a 16% lift in share of voice, connecting brand investment to measurable pipeline.
Market leadership doesn’t guarantee market trust. For one agentic AI company in the tax and compliance space, that gap was the central challenge: buyers weren’t just weighing features; they wanted reassurance that trusting AI with sensitive compliance processes was both valuable and safe.
Avalara sought to strengthen its market position and demonstrate that its AI capabilities delivered on the company’s value proposition. This came at a time when buyers needed to be reassured of the value and safety of using agentic AI in the tax and compliance process.
The company has built one of the most expansive libraries of tax content and integrations in the industry, processing more than 54 billion transactions annually and supporting millions of businesses worldwide. The company’s purpose-built AI agents automate end-to-end compliance with greater precision, from tax calculations and return filings to exemption certificate management and beyond.
The Challenge: Building Buyer Trust in AI-Powered Tax Compliance
Marketbridge, Avalara’s B2B marketing services agency partner, supported Avalara’s strategic objective to create a market presence that reinforced leadership, differentiated Avalara’s AI narrative and generated measurable business impact.
Marketbridge partners with leading B2B brands to create unified Go-to-Market systems that connect strategy, AI, creativity, activation, and measurement. To achieve this, Marketbridge developed an omnichannel strategy build around a simple principle: winning the category conversation. Rather than relying on a single channel or campaign moment, the program surrounded buyers with a consistent message across the environments where they consumed information, engaged with peers and evaluated solutions.
The Strategy: Winning the Category Conversation Across Every Channel
The strategy focused on a “saturated sprint” during Tax Day season, a coordinated market takeover designed to maximize visibility and share of voice when relevance was highest. The strategy focused on three priorities:
- Strengthen Avalara’s visibility and share of voice across the category
- Differentiate the company’s AI capabilities through clear, credible messaging
- Connect brand investment to measurable demand generation outcomes
This approach ensured that awareness, engagement, and pipeline objectives worked together under a unified strategic narrative. The campaign highlighted how Avalara’s AI capabilities addressed the real-world complexity of tax and compliance, helping Avalara stand out in a crowded market.
The Approach: A Saturated Sprint Built for Tax Day Season
The coordinated market takeover during tax season was across paid, owned, and experiential channels. Executed across 25 media partners and 165 placements in the U.S. and UK, the campaign created sustained visibility throughout the buyer journey. Every execution communicated the same message idea: Avalara wasn’t following the category conversation; it was leading it.
The creative platform was bold—Avalara’s signature orange flooded premium media environments, event spaces, airports, digital channels, and events, creating the feeling that the company was everywhere buyers looked. Confident, challenger-minded messaging reinforced Avalara’s leadership position and challenged category conventions.
Premium media placements appeared across highly respected business and financial publications, including The Wall Street Journal, CNBC, MarketWatch, Financial Times and The Economist. These placements were complemented by programmatic connected television ads, accounting-focused podcasts and industry newsletters to extend reach into key professional audiences.
The Results: How Coordinated Media Turned Attention Into Pipeline
Digital activation spanned web, email, social and content channels, ensuring a consistent experience regardless of where buyers engaged with the brand. The Avalara campaign delivered measurable impact. Key results achieved include:
- 70m+ impressions
- 200% increase in home page traffic
- 16% increase in Share of Voice
The campaign demonstrated that brand investment and business outcomes are not mutually exclusive. By aligning brand strategy, media activation and demand generation around a unified narrative, Avalara strengthened category visibility while driving meaningful performance improvements.
Awareness into Business Outcomes
Growth in marketing-qualified leads and opportunities showed that the campaign translated attention into measurable engagement and pipeline impact. Meanwhile, substantial growth in home page traffic indicated heightened interest and consideration among target audiences.
“What impressed us most was Marketbridge’s ability to connect brand investment to business outcomes,” said Chrisytn Putulowski, VP, Revenue Marketing, Avalara.
The campaign significantly expanded Avalara’s presence across the category while helping the company strengthen its enterprise positioning and differentiate its AI narrative.
