The Client
A sales tax consultancy that helps companies trading in the US (and launching in the US) comply with complex (and ever-changing!) multi-state sales tax laws, to ensure compliance and to avoid any potential penalties.
The Challenge
The challenge with this client was they offered a service that was only relevant to companies at specific times in their growth cycle, when they started to trade across multiple states. This made traditional lead generation strategies and targeting less effective, as there was no way of knowing when companies were starting to trade across state lines.
The Strategy
We focused on building strong relationships with CPA firms and fractional CFOs to leverage their networks for client referrals.
From detailed market analysis, it became apparent that prospects would automatically seek advice from these potential partners when they encountered a sales tax issue, but the partners lacked the experience and expertise to deal with the complexities of sales tax compliance – enter our client!
What We Did
As we do with many of our clients, we focussed on a “One-to-Many” approach to lead generation, by leveraging the client base of non-competing companies that share our client’s ICP.
When you are able to build relationships with a high-value strategic partner, 1 relationship can be worth 5-20 clients over its lifetime.
We built and implemented a multi-channel outreach system targeting CPAs and Fractional CFOs to make them aware of who our client was, and how they could help their client base.
This was supplemented with a comprehensive content marketing strategy built around establishing our client as thought leaders in their industry.
This is a very important part of the system, because potential referral partners want to be reassured that the companies they refer clients to are a safe pair of hands, and this is demonstrated through effective thought leadership content.
The content marketing element of this campaign also kept our client “Front-of-Mind” for when partners needed to refer clients their way, which is critical – especially in competitive industries!
The Results
The result was a steady flow of inbound leads from multiple partners.
Over the course of a few months, one single CPA referred 3 clients to the sales tax consultancy, with each project averaging in the region of $40k – $50k.
A classic example of a one-to-many relationship!
Referred leads are significantly more efficient in any company’s sales process.
Thanks to the trust established between the referring partner and the lead, organizations like our sales tax consultancy can effectively leverage this credibility to enhance their sales efforts.
Warm introductions not only shorten sales cycles—which have increased by an average of 50% in 2024—but also deliver conversion rates that are 30% higher than other lead generation methods.
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