Leveraging the Zeitgeist To Generate Coverage
Fintech start-up Avalara approached Tenor to find ways to increase awareness by positioning themselves as the leading and most innovative sales tax SaaS platform ahead of an IPO.
The result? Dozens of media mentions and years of follow-up coverage leading to ~$250M in funding and a successful IPO.
To position themselves for growth capital and an eventual IPO, fintech start-up Avalara was looking for ways to increase awareness by positioning themselves as the leading and most innovative sales tax SaaS platform. At the time, Avalara was large, but unknown, in a traditionally dull market with aggressive growth and awareness goals.
Support & Solutions
Tenor designed a strategy for capitalizing on the hype surrounding Bitcoin by leveraging Avalara’s product development pipeline. Tenor’s long-standing relationships with editors at the WSJ, GeekWire, and other publications were critical to securing wide coverage. Tenor’s “Level-Up” Strategy included building out, testing, and refining messaging via trade publications and local publications, then leveling up to national publications after a critical mass of coverage was established.
Avalara accumulated dozens of media mentions and articles in 2014, additional follow-up coverage in 2015 and 2016, and significant increases in lead generation overall. Articles appeared in these (and many other) publications: WSJ, Finance Magnates, The Huffington Post, Financial Times, GeekWire, Payments Source.