op: upsert

titles_roles__c: Manager+

seniority__c: Manager +

sales_notes__c:
Campaign Objective

To test and validate a new, data-driven outbound engagement strategy that enables Visa to connect with senior decision-makers in Accounts Payable (AP), Accounts Receivable (AR), and Treasury functions with the goal of increasing response rates, creating more qualified opportunities, and supporting long-term commercial growth across key regions.

Campaign Goals

✔ Increase engagement with Visa’s AP/AR target audience across selected industries and geographies

✔ Deliver 100 validated, leads through a fully managed Deep Funnel program

✔ Provide actionable insights through profiling and qualifying questions

✔ Reduce resource waste caused by “ghosted” outreach

✔ Build a clear ROI model and success case to support future investment and global expansion

Program Elements (Deep Funnel):

- Intent

- Content Syndication

- 2 x Qualifying Questions

- 1 x Profiling Question

- Retargeting Nurture through display & social

- Premium Email Nurture (6-8 touches)

CORE Deliverables

- Adaption of all ad sets for promotion across multiple channels

- Set up and creation of Landing pages to house core assets

- Set up of supporting forms to capture data

- Consultation with Demand Strategist and CS team on custom questions

- Set up and creation of email nurture streams containing 6-8 emails

- Creation/Adaption of all ad sets for retargeting engaged contacts across multiple channels

- Setup and stand up of Demand Intelligence Reporting dashboard which will include Buying Group overlays to surface these, and to look at depth of engagement

REPORTING:

Demand Intelligence Live Platform

Buying Group Overlays

Insight on Answers to 3x posed questions

Omni-channel oversight

End of campaign summary report

Bi-Weekly Sessions with Demand Strategist

VALUE ADDS:

BDR Workshop

Content Audit

Contacts Validation & Verification VIA LET’S VERIFY (OWNED BY INFUSE)

Full Program Management by INFUSE & Demand Strategists

BUYING GROUP ACTIVATION:

We will look to define your Buying Groups with you - this will be conducted by one of our Demand Strategists.

We will look at the following layers to establish the appropriate surfacing of buying group formation and engagement within our Demand Intelligence platform:

       - Job and Team functions

       - Seniorities

       - Number of Contacts being engaged with

       - Personas (if relevant)

Once definitions have been defined and agreed, we will ensure this gets operationalized within the program, and ultimately rolls up into our Demand Intelligence platform. We can further explore any further requirement as to if there’s a need to write some of the surfaced data sets into your Marketing Automation or CRM system, at the Contact record level.

Scoping: this workflow should be scoped with the support of a Demand Strategist, your Account Director and your CS Team Lead.

job_titles__c:
Accounts Payable, Accounts Receivable, Treasury, Procurement, Finance, Shared Services

CFO, Group Treasurer, Corporate Treasurer, Finance Director, VP Treasury, Director of AP/AR, Head of Financial Operations, Procurement Finance Manager, Cash Manager

industries__c:
a.     Distributors

b.     Wholesalers

c.      Logistics and Transport

d.     Building material suppliers

e.     Construction equipment suppliers

geo__c: CEMEA

company_size__c: Mid-large enterprises with $500M+ revenue, 1,000+ employees

pricing_model__c: CPL

layers__c: Buying Committee;Intent;Nurturing: Deep Media;Nurturing: Premium;SDR Workshop;Custom Questions - Profiling;Custom Questions - Qualifying

custom_questions_qualifying__c: Qualification Question (x1) - TBD

custom_questions_profiling__c: Profiling Questions (x2) - TBD