Account-Based Targeting Built For C-Level Leadership

Engaging with Fortune 1000 retailers to introduce Avalara’s first to market tablet transaction compliance solution.

Account-Based Targeting Built For C-Level Leadership


Account-Based Marketing


Email, digital advertising and direct mail

Project Overview

Avalara is a technology company that provides cloud-based tax compliance solutions for businesses of all sizes. In expanding their offering to include a first-to-market tablet transaction compliance solution for Fortune 1000 retail companies, they sought a marketing partner to help their enterprise sales team engage with C-Level decision makers at 94 top tier prospect accounts.

Working closely with Avalara's sales and marketing teams we:

  • Conducted research on the customer's journey and common pain points..
  • Interviewed enterprise sales team members to understand common questions and objections.
  • Research audience habits and interests.


Working closely with Avalara's sales and marketing teams to map their customer's journey, common questions and pain points our strategy included:

  • Digital advertising targeted to specific companies and job titles.
  • Email and phone call touches from the sales team, informed by marketing.
  • A unique dimensional mail campaign that levered immersive packaging and prospect experience to garner attention and interest.


As a result of our collaborative efforts with the Avalara team, 34% of the target accounts engaged with the aligned Avalara salesperson for an introductory meeting about their tax compliance solutions. The disruptive nature of this account-based strategy opened coupled with Avalara’s disruptive technological innovation delivered traction with decision makers in
changing retail space.

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