Case Studies

Building a Scalable LATAM Investor Engagement Engine with Salesforce, WhatsApp, ZoomInfo & Account Engagement

Jean Carlos Sanchez
May 5, 2025

How Radical One Built a Scalable LATAM Investor Engagement Engine for C3 Bullion Using Salesforce, WhatsApp, ZoomInfo, and Account Engagement

Background

C3 Bullion is an alternative investment firm serving a global investor base, with an initial strategic focus on accredited investors and family offices across Latin America. As the firm expanded its outreach efforts, leadership recognized the need for a more scalable, compliant, and personalized engagement model—one that could support outbound marketing, investor communications, and pipeline growth without relying on fragmented tools or manual processes.

Given the dominance of WhatsApp as a primary communication channel in LATAM, C3 Bullion saw a major opportunity to leverage WhatsApp as a core marketing and engagement channel, fully connected to Salesforce and supported by enriched data and automated journeys.

To achieve this vision, C3 Bullion partnered with Radical One to design and implement a unified revenue technology ecosystem.

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The Challenge

Before working with Radical One, C3 Bullion faced several operational and technical obstacles:

  • No compliant way to run WhatsApp marketing campaigns at scale.
  • No standardized, Meta-approved WhatsApp template framework.
  • Fragmented investor data and inconsistent segmentation.
  • Limited automation for follow-ups and investor journeys.
  • Minimal visibility into campaign performance and attribution.
  • Lack of enriched firmographic and investor-level data for targeting.

These limitations prevented C3 Bullion from executing consistent, measurable, and personalized engagement across channels.

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The Vision

C3 Bullion’s goal was to establish a centralized engagement engine inside Salesforce that would:

  • Enable compliant WhatsApp marketing and 1:1 conversations.
  • Support Meta-approved template messaging.
  • Automate investor journeys using Salesforce Flows.
  • Enrich investor and firm data with ZoomInfo.
  • Orchestrate multi-channel nurturing using Account Engagement (Pardot).
  • Provide end-to-end reporting from outreach to pipeline.

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The Solution

Radical One designed and implemented a unified architecture consisting of:

  • Salesforce Sales Cloud
  • 360SMS (WhatsApp for Salesforce)
  • ZoomInfo
  • Salesforce Account Engagement (Pardot)

All systems were integrated to support compliant outreach, dynamic segmentation, automated journeys, data enrichment, and closed-loop reporting.

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Implementation

1. Meta Business & WhatsApp Foundation

Radical One completed the full Meta Business onboarding process, including:

  • Meta Business Manager verification (legal entity + identity).
  • Association of a verified WhatsApp Business Account (WABA).
  • Registration and verification of outbound business phone numbers.
  • Enablement of WhatsApp Business API via 360SMS.

Result:
C3 Bullion gained the ability to submit and use WhatsApp templates and initiate outbound messaging at scale directly from Salesforce.

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2. Salesforce & 360SMS Integration

  • Installed and configured 360SMS inside Salesforce.
  • Enabled WhatsApp as a native messaging channel.
  • Configured record-triggered and scheduled Salesforce Flows to send WhatsApp messages.
  • Exposed 360SMS session fields for Flow logic and tracking.

Result:
Salesforce became the system of record for all WhatsApp interactions.

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3. WhatsApp Template Strategy & Governance

Radical One worked with C3 Bullion to define template categories, including:

  • Initial Outreach
  • Follow-Up
  • Event Invitations
  • Confirmations
  • Reminders

Templates were designed with:

  • Merge fields (First Name, Firm Name, Opportunity Name).
  • Approved CTA URLs.
  • Compliance language.

Templates were submitted to Meta for approval and governed through performance tracking.

Result:
A compliant, scalable, and high-performing template library.

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4. Audience Segmentation in Salesforce

Custom segmentation logic was built using:

  • Accredited Investor status
  • Country / Region (LATAM)
  • Investment Preferences
  • Asset Class Interest
  • Investor Type (Family Office, Individual, Institutional)

Segments dynamically refresh and feed:

  • WhatsApp campaigns
  • Account Engagement programs
  • Sales outreach

Result:
Highly targeted messaging by investor profile.

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5. Automated User Journeys with Salesforce Flows

Radical One designed multiple automated journeys, including:

Opt-In Confirmation Flow
Triggered after consent capture → sends WhatsApp confirmation.

Engagement Follow-Up Flow
Triggered on reply or link click → sends contextual follow-up.

Conversion Flow
Routes engaged investors to Sales → creates Tasks and Opportunities.

Reminder Flow
Sends events or meeting reminders.

Flows leverage:

  • 360SMS session status
  • Template IDs
  • Response indicators

Result:
Consistent, automated, and personalized investor experiences.

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6. ZoomInfo Implementation

  • Integrated ZoomInfo with Salesforce.
  • Enabled enrichment for Leads, Contacts, and Accounts.
  • Appended firmographics, industry, company size, investor role, emails, and phone numbers.
  • Implemented matching and deduplication rules.

Result:
Improved data quality and expanded LATAM investor universe.

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7. Account Engagement (Pardot) Implementation

  • Connected Account Engagement to Salesforce.
  • Built lead scoring and grading models.
  • Created nurture programs and drip campaigns.
  • Developed landing pages and forms.
  • Synced Salesforce segments into Account Engagement.
  • Coordinated email + WhatsApp campaigns.

Result:
True multi-channel nurturing with shared segmentation.

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8. Reporting & Analytics

Custom dashboards and reports provide visibility into:

  • WhatsApp sends, delivered, read, replies
  • Template performance
  • Opt-in rates
  • Campaign conversion rates
  • ZoomInfo enrichment coverage
  • Email engagement (Account Engagement)
  • Pipeline influenced by WhatsApp and email

Result:
Full-funnel measurement and optimization.

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Business Impact

  • Established a compliant WhatsApp marketing channel in LATAM.
  • Reduced manual outreach by more than 50% through automation.
  • Increased investor response rates through personalization.
  • Improved data completeness and segmentation accuracy.
  • Enabled scalable multi-channel investor nurturing.
  • Created measurable attribution between campaigns and pipeline.

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Key Takeaways

  • WhatsApp becomes a high-impact channel when paired with Salesforce automation.
  • Meta template governance is essential for scalability.
  • ZoomInfo + Account Engagement + WhatsApp create a powerful RevTech ecosystem.
  • Salesforce Flows enable sophisticated journey orchestration without heavy custom code.

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Jean Carlos Sanchez
May 5, 2025

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