Discovery¶
The Discovery phase builds the strategic foundation of the pilot. It defines who we speak to, at what stage of the buyer journey, with what message, and how we measure impact.
Deliverables of this phase¶
Diagnostic of current landings¶
Technical reading of CIAL's product pages to identify optimization opportunities before committing paid budget.
Lead Scoring model¶
Hybrid scoring proposal (firmographic + behavioral) to qualify leads and clearly separate a lead, an MQL, and an SQL. Native implementation in Salesforce Enterprise.
UTM taxonomy¶
UTM parameter convention applied to every ad in the pilot to guarantee unambiguous attribution from click through to lead in Salesforce.
Salesforce configuration requirements¶
Technical detail of the Salesforce configurations required to support the pilot: UTM fields on Lead, read-only API access for Looker Studio, automated Lead Scoring, and attribution propagation to Opportunity and Account.
Reading of the phase¶
The pilot is built on three convictions that guide the decisions made in this phase:
CIAL's end customers run long, multi-stakeholder decisions. That is why the landing and ad system is designed to lead with confidence, not with artificial urgency.
Each product in the CIAL portfolio has a different audience. The CFO evaluating CIAL360 Credit is not the Head of Compliance evaluating the compliance platform. Messages, landings, and ads reflect that difference.
Conversion starts in the ad, not on the landing. The message-match system documented in the Landings section ensures that the promise made by the ad is delivered from the very first instant on the page.