Account-Based Targeting Built For C-Level Leadership

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.

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Approach

1. RESEARCH

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.

2. CREATIVE 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.

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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.