Account-Based Targeting Built For C-Level Leadership
Engaging with Fortune 1000 retailers to introduce Avalara’s first to market tablet transaction compliance solution.
Services
Account-Based Marketing
Results
Platforms
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.
Execution
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.
Results
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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