LumaTax makes sales tax more accessible for accounting firms, automating the sales tax process for timely and compliant submissions. Their target audience needed a deeper understanding of how the sales tax landscape was evolving, and what those changes would mean for accounting practices. LumaTax was still an early-stage company with no real marketing to speak of, and needed content that could create buzz, build presence, and be put to work by their sales team.
That’s what we set out to deliver.
THE BRIEF
Craft content with presence that would generate buzz and get firms engaged while also demonstrating deep subject-matter expertise. We’d create educational sales collateral actually worth digesting in the form of blogs, white papers, emails, and social media posts—plus a full video series.
THE CHALLENGE
With little to no existing sales or marketing collateral, LumaTax needed comprehensive marketing support across the board. Accounting and tax topics are inherently dry—the challenge would be making LumaTax’s sales and use tax expertise accessible enough to set their software apart in the industry.
MARKETING STRATEGY
As always, we started with strategy. LumaTax needed a clear read on who they were actually speaking to before any content went out, so we built their marketing around distinct audience segments that a firm might serve: remote sellers, marketplace sellers, Amazon sellers, and SaaS companies. Our messaging would be hyper-focused, rather than one-size-fits-all. Each segment would get its own messaging, and each core topic would feed part of a repeatable content engine.
THE CONTENT ENGINE
With the strategy set, we put content out on a consistent schedule. A new Practice Development topic went out roughly every two weeks, each one packaged into a blog post, a whitepaper, and a branded PDF download. We built and tested paid ads around those downloads too, turning the content itself into a lead generation engine rather than just a publishing calendar.
VIDEO PRODUCTION
We produced eight videos–the Practice Development Series–designed to make complex accounting topics digestible. A two-day video shoot in Seattle resulted in months of structured, usable content that LumaTax could use across their social media and YouTube presence. Our team handled the full scope of video production work: hiring makeup artists and videographers, writing scripts, and directing talent. All the LumaTax team had to do was show up and speak to the camera.
EDUCATIONAL SALES COLLATERAL
We worked directly with LumaTax's founder to build a series of white papers and blog posts that doubled as sales collateral, material his team could hand a prospect directly instead of starting from a blank page in every pitch. Each piece was grounded in real industry research and built to perform in search, so it worked for cold traffic and warm conversations alike.
Audience Growth (2021 vs. 2020)
778%
increase in LinkedIn engagement
Engagement (2021 vs. 2020)
79%
more total engagements
1.4% → 3.2%
Engagement rate more than doubled
Traffic + Results
121%
more clicks through to LumaTax content
We provided full-scale marketing to help LumaTax build visibility and credibility in the sales tax software space. This included:
Managing content production, email marketing, and social media, turning technical subject matter into deliverables with presence.
Producing videos designed to make complex topics digestible. Hiring makeup artists and videographers, writing scripts, and directing talent.
Writing white papers and blog posts, building each piece around industry research and optimizing to boost engagement and traffic.