In 2023, DeepL faced a problem that successful software companies can create for themselves. It wanted to move upmarket. The language AI company assembled a demand generation team and produced whitepapers and case studies. But making useful material and getting it into the right hands are different jobs. And getting someone to read is different again from getting a company to buy.
- INFUSE runs B2B demand programs, from audience targeting to sales follow-up support.
- Its proprietary technology comes with the service, without a separate subscription fee.
- The useful lesson: design the next conversation before collecting the first response.
The prospect was only the beginning
DeepL selected INFUSE after evaluating potential partners. The engagement began in early 2024. What makes the account interesting is the work around the campaign: workshops for sales development representatives, nurture emails, and practical guidance on interpreting intent. Somebody had to decide what happened when the prospect arrived.
That is a good entry point into INFUSE. Founded in 2012 by Alexander Kesler, it operates in the crowded territory between B2B media, marketing services, and demand technology. Its customers want qualified interest from businesses that might buy. INFUSE supplies the targeting, content, distribution, measurement, and human support needed to pursue it.
“INFUSE supports us with our bigger objectives, not just delivering prospects.”Eustachy Bielecki, DeepL
Four campaigns, fewer guesses
The DeepL program did not arrive fully formed. The first campaign covered numerous industries. After an audit, the second concentrated on legal, retail, manufacturing, and professional services. The third and fourth worked from DeepL’s existing account-based marketing list. Each pass made the audience more specific.
This is the useful change of mind in the story. Broad targeting gave way to narrower choices, informed by the preceding work. The case documents refinement rather than a spectacular collapse: initial reach was a starting hypothesis, and the next campaign could question it.
INFUSE also optimized and activated content, built nurture streams, and supplied a performance dashboard. Its strategists trained DeepL’s team to follow up and respond to intent signals. The handoff became something the two organizations practiced, rather than a spreadsheet sent at the end.
The people inside the engine
INFUSE describes an AI-driven demand engine built on first-party buyer information, intent signals, and market intelligence. Its technology includes Demand Accelerator for live campaign analytics, Content Alignment Analyzer for finding gaps between material and audience, and Buying Committee Radar for identifying people involved in account decisions.
The organizing idea is straightforward. A contact has a job title. A buying group has a decision to make. A technical evaluator may need evidence about integration; a commercial sponsor may need a business case. Reaching one person does not settle the concerns of the others. INFUSE designs programs around those different roles.
The service menu includes account-based programs, content creation and activation, interactive qualifying surveys, and multi-touch nurturing. Its clients include technology companies, agencies, and other B2B organizations. Published cases range from translation software at DeepL to freight procurement at Freightos and satellite and AI services at Space42.
That breadth puts INFUSE alongside providers such as DemandScience, Informa TechTarget, and Pipeline360. Its particular pitch is the combined package: proprietary technology, managed execution, and client support. A buyer should compare the actual scope of the work, including who writes the content and handles follow-up.
There is an organizational choice behind that package. INFUSE dates its dedicated Client Success organization to 2015. Its careers page emphasizes mentorship, regular feedback, remote opportunities, and short summer Fridays. The company reached No. 54 on Inc.’s 2018 growth list and appeared among its 2025 Best Workplaces. Those recognitions describe different parts of the business: acquiring clients quickly and maintaining an organization capable of serving them. For a customer purchasing continuing execution, the availability and judgment of the team belong in the evaluation alongside audience coverage and analytics.
One survey, several lives
Freightos offers another revealing example. It wanted authority among procurement professionals, alongside prospects for its sales team. INFUSE helped create a survey, recruited relevant respondents through several channels, and used the findings to develop an executive summary and an eBook enriched with interviews and additional research.
One pleasingly unglamorous detail: the survey used multiple-choice questions, one open response, and no skip logic. The research became material for reengaging participants, then an asset distributed through INFUSE’s ITCurated network. Freightos subsequently repurposed and regionalized it. Content production and audience development shared the same starting point.
The price of the handoff
INFUSE prices programs around objectives, targeting complexity, buying-group requirements, duration, and scope. Its published model allows cost-per-lead, cost-per-thousand-impressions, or fixed-cost arrangements. Proprietary technology is included without separate subscription or per-seat charges. The practical purchasing exercise is to agree on deliverables and acceptance criteria before comparing quotes.
The client still needs people who can act on the result. DeepL’s workshops make that requirement visible. An organization without follow-up capacity, useful content, or a clear account definition should expect friction. Faster delivery of prospects cannot resolve an argument inside the client about whom it wants to sell to.
Copy the sequence
There is a modest playbook here that does not require buying anything. Start with an audience hypothesis. Test it. Narrow the next campaign using what the first revealed. Give sales a reason for each conversation, plus language that helps them begin. Track movement toward opportunities, alongside the response count.
INFUSE’s recent expansion also follows the connection between information and action. A HubSpot app announced in 2025 links demand delivery with an existing revenue system. Its September 2026 Demandbase partnership connects account intelligence with campaign activation. Both address the distance between knowing which account matters and doing something useful about it.
The attraction of the business is in that distance. A response is easy to count. The second conversation asks more of everyone: relevance, timing, preparation, and someone responsible for the next step. INFUSE has built its offer around doing that work.