Personalizing the CFO Ask

Avalara Packaging
The Avalara team asked Method Savvy to explore how the CFO’s of these Fortune 1000s would consider taking a meeting to discuss a compliance issue. Knowing the specific audience to target was less than 100 Fortune 1000 retail CFO’s, the Method Savvy team had to develop product-relevant ways to attract the attention of this busy audience.
Avalara packing
Avalara packing being opened
Avalara packaging unwrapped
Avalara packaging
Designs for Avalara tablet app
Avalara infographic

Personalizing the CFO Ask


Communications Strategy, market research

Challenge: In recent years, most high-end retailers have implemented sales associates wandering the sales floor with a tablet to check inventory, answer questions, and check customers out. Avalara was the first-to-market with the tax software that made the transactions processed on those tablets tax sales compliant. Avalara sought a focused approach to reaching CFO’s at Fortune 1000 companies to educate and engage them in discussion about sales tax compliance. 

Solution: Recognizing the opportunity for radical differentiation and message personalization, Method Savvy created and deployed an account-based marketing program to help Avalara attract the attention of this busy audience. By telling a story about tablet transaction compliance through a uniquely branded tablet experience, we were able to capture a busy executive’s attention. We programmed a simple on-screen experience for them outlining the compliance challenges posed by tablet transactions. The final step of the experience was introducing a dedicated sales representative to the decision maker. This targeted, small volume campaign resulted in an effective cost-per-meeting with these sought after decision makers.