Context

Invoiced was competing in the accounts receivable automation space—a category that was functional but invisible.

A/R professionals are critical to every business, since they're the ones who enable companies to actually get paid. But the work was largely thankless and unrecognized. There was no cultural moment, no community rallying point, and no brand driving the conversation around the value of A/R.

For Invoiced, this was both a positioning problem and an opportunity: if we could elevate the profession, we could elevate the company synonymous with it.

What I Did

I created National Accounts Receivable Appreciation Day—a first-of-its-kind national holiday formally registered with the National Day Archives in 2019.

The bet was that injecting genuine fun into the most unglamorous corner of finance would cut through precisely because nobody expected it. I recruited major brand partners to co-sign; American Express, Sage Intacct, Avalara, GoCardless, and CollBox all lent their names and executive quotes to the launch.

We built a dedicated website, a social campaign around #ReceivableDay, a media outreach strategy, and a set of deliberately playful traditions—A/R vs. A/P tug-of-war, "Pin the Invoice on the Ledger," smashing a piñata shaped like your largest outstanding debtor—all designed to be so unexpected for this audience that they couldn't help but embrace it.

I also secured a quotation and promotional support from the president of The Credit Research Foundation, giving the initiative credibility and visibility well beyond what Invoiced could generate on its own.

Outcome

The inaugural celebration launched in May 2019 and is still observed annually by accounting teams across the country.

The lighthearted tone was the secret weapon: in a category where every competitor sounded the same (faster collections, better automation, reduce DSO), Invoiced became the brand that actually made A/R professionals feel seen and celebrated.

The program generated press coverage, recurring annual brand activations with partners who came back year after year, and genuine community goodwill. It gave Invoiced an owned cultural moment in a category with zero emotional resonance—and supported broader category leadership alongside earning #1 rated A/R platform on G2, Cloud Awards recognition, and the Inc. 5000 list.