Brewing Success with Avalara: B2B Marketing at Scale, Evergreen Content, and Lead Maturity

How do you scale campaign strategy across a complex product suite without overwhelming both your audience and your sales team? In this episode of Pipeline Brew, Matt is joined by Stephanie Almeida, Senior Marketing Manager of Demand Generation at Avalara, the automated tax compliance software powered by AI.

With over six years at Avalara and an extensive background spanning both agencies and in-house teams, Stephanie shares what it really takes to build sustainable, high-performing B2B campaigns in today’s noisy landscape. Some of the topics covered in their conversation include incorporating agility into new product lines, why content, messaging and sales should be aligned around campaigns, and how paid syndication is a still winning strategy.

You’ll also hear Stephanie’s advice for educating sales on top-of-funnel expectations, and why she says every marketer should advocate for bold, emotion-driven brand work. Stephanie brings a practical, tested perspective that’s especially relevant for marketers navigating multi-product complexity and shifting buyer behavior.

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Guest Bio

Stephanie Almeida is a seasoned professional with over 20 years of experience in the technology sector, specializing in marketing and advertising. She currently serves as the Senior Marketing Manager at Avalara, where she leads a team in developing innovative campaigns and strategies that drive brand growth and business performance. 

Prior to her role at Avalara, Stephanie held key positions at several leading advertising agencies, including VML and Razorfish. Her expertise spans across various domains, including digital marketing, brand management, and integrated advertising campaigns. Stephanie is known for her ability to bridge the gap between creative teams and business stakeholders, ensuring that marketing initiatives not only resonate with target audiences but also align with company objectives and market trends.

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Guest Quotes

“As a CFO or a finance leader, tax compliance is usually not their full-time job, it’s a portion of what they do. So really making sure they have the education they need and can feel confident in that area is a lot of what we focus on. That’s where our campaigns need to meet them.”

“I believe that paid syndication should definitely be a part of a holistic marketing strategy and plan. We have seen that we typically have really strong website traffic, but just like everybody else, we've seen some declines in paid and organic search. Now with the AI answers being within the platform and getting people what they need there, it's really helpful to balance out your overall lead gen strategy.”

“You can't just go out there and be super generic with your messaging. You need to tap into people's feelings and emotions. Be funny, be something that stands out. You gotta be bold.”

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Time Stamps 

00:00 Episode start

01:15 Icebreaker

03:05 Stephanie’s career journey

05:00 What is Avalara?

06:35 The challenge of scalable campaign strategy

09:05 Aligning with sales across complex product lines

12:05 How Avalara builds content around core pain points

14:05 Why paid syndication still matters

17:00 Educating sales on top-of-funnel leads

18:30 The role of brand in demand generation

20:00 Standing out in a crowded messaging world

21:20 What’s on Tap

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Links

• Connect with Stephanie Almeida on LinkedIn
• Check out Avalara
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360