Scope and deliverables¶
Pilot scope¶
The pilot covers planning, build, and operation of paid campaigns for the two defined products of CIAL's portfolio in Mexico. It also includes the design of the landing system and the measurement methodology.
Platforms¶
- LinkedIn Campaign Manager — Campaigns with segmentation by job title, industry, and company size.
- Google Ads Search — Demand capture with declared intent via keywords.
Market¶
Mexico only during the pilot phase.
Products in market¶
| Product | Primary audience | Focus industries |
|---|---|---|
| CIAL360 Credit | CFO, Credit Manager, Risk Director | Manufacturing, Retail, Automotive, Construction, Logistics |
| Compliance (Compliance Intelligence + D&B Risk Analytics) | CCO, CRO, Head of Compliance, Compliance Manager, Procurement Director, Third-Party Risk Manager | Banking, Fintech, Insurance, Pharma, Telecom, Energy, Mining, International logistics, Government |
EON deliverables¶
Discovery¶
- Diagnostic of the client's current landings.
- Buyer-persona and ICP definition by product.
- UTM taxonomy and tracking events.
- Operating glossary and kickoff agenda.
Landing system¶
- Master document of the ad → landing system with message-match rules.
- Copy and structured wireframe of each of the two dedicated landings.
- Hero variants by campaign angle (three per landing).
- Form, tracking, and anti-distraction specifications.
Ad system¶
- Copy for LinkedIn ads (Single Image) by angle.
- Copy for Google Ads (Responsive Search Ad) by product.
- Scent-trail table connecting each ad to its corresponding landing variant.
- QA checklist before launch.
Operations¶
- Campaign build in LinkedIn Campaign Manager and Google Ads.
- Tracking implementation (LinkedIn Insight Tag, Meta Pixel, GA4, GTM).
- Form integration with the client's CRM.
- Performance dashboard in Looker Studio.
- Monthly review and optimization session.
Responsibilities¶
EON¶
- Strategy, copy, audience planning, campaign build, and optimization.
- Process and methodology documentation.
- Continuous strategic accompaniment.
CIAL¶
- Landing design and technical development in Webflow.
- Approval of landing and ad copy.
- Access to media accounts, CRM, and tracking tools.
- Provision of brand assets, customer logos, and testimonials.
Engagement model¶
CIAL retains full ownership of accounts, access credentials, and billing. EON operates as an external strategic advisor in full compliance with each platform's policies.