ABM System Enhancements & Lead Attribution (2026-03-13)

Overview

During the 2026-03-13 weekly sync, Mark deployed several Apex-based enhancements to PaperTube's Salesforce ABM system: automated lead engagement notifications, a lead source attribution fix for the PaperTube.pro domain, and groundwork for routing secondary contacts into Account Engagement nurture drips. A report scope issue was also identified and resolved.

Attendees: Karly Oykhman, Mark Hope
Related meeting: ^[1]
Client: ^[2]

1. Lead Engagement Notifications

Requirement

PaperTube's client (Parag) is not actively monitoring the ABM sequence and needs proactive alerts so he can do timely personal outreach to warm leads.

Solution

Mark deployed an Apex script that modifies the existing Pardot engagement sync logic to detect engagement signals and send email notifications to Parag.

Trigger conditions:
- Any link click in an ABM email (always notified, regardless of open count)
- 3 or more email opens within a rolling 60-day window

Technical Notes

• The ABM system is not a native Account Engagement automation — it is a custom Apex orchestrator that calls the Pardot Send API as a delivery mechanism
• Engagement data (opens, clicks) is already synced to Salesforce via an Apex cron job running at 11 AM
• The notification script extends this existing sync rather than introducing a new polling mechanism
• Bot-click filtering is in place (clicks within the first ~15 seconds of delivery are discarded as bot activity — a pattern already deployed for Aviary)
• A technical documentation file was generated and shared with Karly to forward to Parag alongside the announcement email

Action Items

• [ ] Karly: Email Parag announcing the notification system; attach the technical doc Mark shared in chat

2. Lead Source Attribution Fix

Problem

Leads arriving through the PaperTube.pro landing page were being attributed to "Google AdWords" or "Hunter.io" in the Salesforce Lead Source field, making it impossible to demonstrate Asymmetric's contribution.

Root Cause

The UTM-to-Lead Source mapping was not correctly configured during initial setup. Hunter.io (used for contact sourcing) was also writing its own Lead Source value, overwriting the intended attribution.

Solution

An automation was deployed to set Lead Source = "Asymmetric" for any lead or contact where the UTM source contains PaperTube.pro (wildcard match). This covers all inbound traffic routed through Asymmetric's managed landing page domain.

Scope of fix:
- New inbound leads via form submissions (UTM-based trigger)
- Existing ABM contacts (~226 at time of call) were backfilled — Karly confirmed the field updated to "Asymmetric" during the session

Related Field Work

• Lead Source exists as a global picklist field on both Lead and Contact objects; "Asymmetric" was already a valid picklist value
• A new Account Lead Source field was scoped for creation on the Account object, to be synced from the Contact Lead Source — this allows attribution visibility at the account level, not just the contact level
• A Contact Stage field (analogous to HubSpot lifecycle stage: Marketing Qualified → Sales Qualified → Opportunity) was also scoped for creation

Action Items

• [ ] Mark: Create Contact Stage field on the Contact object in Salesforce
• [ ] Mark: Create Account Lead Source field on the Account object; build sync logic from Contact Lead Source

3. ABM Performance Reports & Dashboard

Problem

The newly created "Asymmetric Activity" reports (New Leads, Lead Conversions, Open Opportunities, Closed Opportunities) were showing no data despite contacts being present in the system.

Root Cause

Reports defaulted to "My Leads" scope, which filtered out all records not owned by the running user.

Fix

Report scope changed to "Organization" — data populated correctly after the change.

Current Report Set (ABM Reports folder)

Action Items

• [ ] Mark: Monitor reports and dashboard over the following days to confirm correct data population and backfill completion

4. Secondary Contact Nurture Drip

Requirement

PaperTube's ABM research docs contain both primary contacts (already enrolled in the personalized ABM sequence) and secondary contacts. The client wants secondary contacts moved into a more generic, automated nurture drip via Account Engagement.

Account Engagement Campaigns (5 industry buckets)

Email templates are complete. Contacts need to be parsed from the research docs, categorized by industry, and loaded into Salesforce before the sequences can be started.

Division of Work

• Mark: Parse secondary contacts from ABM research docs → load into Salesforce → assign to correct Engagement Studio sequence by industry
• Karly: Spot-check email templates in each campaign to confirm they are ready before Mark loads contacts

Action Items

• [ ] Karly: Spot-check nurture email templates across all 5 Account Engagement campaigns
• [ ] Mark: Parse secondary contacts from research docs and load into Engagement Studio sequences (pending Karly's template sign-off)

Key Decisions

Related Articles

• ^[2]
• ^[3]
• ^[4]