ABM Marketing From Bombora Base With Company Firmographic Signals and Location Interests in Tax Intelligence via Google DV360

Client Overview

Avalara is a global tax compliance automation platform serving over 43,000 businesses and government entities across 75+ countries. The AI-powered Avalara platform calculates sales and use tax, VAT, GST, customs duties, and industry-specific taxes in real time through its AvaTax engine, which processes billions of API calls annually via 1,400+ signed partner integrations with ERP, eCommerce, and POS systems. The company employs 4,800+ people across 16 offices worldwide.

Campaign Objective

The campaign aimed to reach and convert accounts demonstrating active research intent around tax compliance automation through an ABM strategy powered by Bombora Company Surge data. Bombora’s intent signals identified companies whose employees were consuming content related to tax intelligence topics at rates significantly above their historical baseline. DV360 served as the programmatic delivery layer, targeting matched accounts with Avalara’s messaging across display, video, and native inventory.

The campaign sought to increase Avalara’s share of voice among accounts evaluating competitive tax automation vendors. Bombora’s topic taxonomy flagged accounts surging on competitor-adjacent terms (indirect tax software, tax calculation API, automated tax filing), allowing Avalara to insert its message into active competitive evaluations before vendor shortlists solidified.

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Audience & Targeting

Bombora Company Surge data formed the targeting foundation. Accounts were qualified when their employees showed a content consumption spike across a curated set of Bombora intent topics: sales tax automation, tax compliance software, indirect tax management, cross-border customs duties, and e-invoicing mandates. Surge scores above the 70th percentile triggered account inclusion, indicating research activity meaningfully above baseline.

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Platform & Channels

Media ran across a curated inclusion list of tax, accounting, and enterprise finance publishers. Placements included Tax Notes, Journal of Accountancy, CFO Dive, Accounting Today, and TechTarget’s finance and compliance channels. Open exchange inventory was restricted to pre-approved domains verified through DoubleVerify. YouTube placements targeted curated lineups covering accounting software, tax compliance education, and CFO-level business content.

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Creative and Formats

Creative messaging mapped to the intent signals triggering each account’s inclusion. Accounts surging on sales tax automation topics received creatives highlighting AvaTax’s real-time calculation engine and 1,400+ integrations. Accounts surging on cross-border and customs duty topics saw messaging focused on Avalara Cross-Border and tariff classification capabilities. Accounts surging on e-invoicing and VAT topics received creatives promoting Avalara’s EU compliance and live reporting tools.

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Geo-Focus

The United States served as the primary market, where sales tax complexity across 13,000+ jurisdictions creates the strongest demand signal for automation. Secondary allocation covered the United Kingdom, Germany, and Australia – markets where VAT compliance and cross-border duty obligations drive separate buyer journeys. Within the US, location-based interest targeting concentrated spend on states with the highest regulatory complexity: California, Texas, New York, Florida, and Illinois.