ABM Strategy Prep — PaperTube Client Presentation
Overview
Internal prep call between Mark and Karly ahead of a Thursday client presentation for [1]. The session finalized the ABM strategy deliverables, contact list parameters, deck format, and technical attribution approach. Karly will lead the client call; Mark will attend for support.
Attendees: Mark Hope, Karly Oykhman
Call date: ~2026-04-03 (Thursday client call scheduled for 2026-04-05)
Key Decisions
| Decision | Detail |
|---|---|
| Contact list size | 400 contacts (down from 1,000 raw), 1 contact per company for initial outreach |
| List filters | US location + US HQ, titles: Marketing / Digital / E-commerce only (Operations and Quality excluded) |
| Engagement filter | "Likely to engage by email" retained; phone filter removed |
| Deck format | <10 slides in Gamma, classic business style (no decorative images), Month 1 deliverables only |
| Battle cards | Added as a formal Month 1 deliverable — one-pager per competitor type |
| Landing page prototyping | Use Claude to generate HTML from copy + style guide for the demo concept |
| Attribution method | Gravity Forms hidden fields capturing UTM parameters → passed to Salesforce |
Action Items
- [ ] Karly — Build 400-contact ZoomInfo list (1/company, US HQ, Marketing/Digital/E-commerce titles, likely-to-engage-by-email filter); have ready before Thursday call
- [ ] Karly — Review Mark's ABM Claude link; draft <10-slide Gamma deck covering Month 1 only (no decorative images)
- [ ] Karly — Draft 1-page competitive battle cards for each competitor type (strengths, weaknesses, our advantages, objection handling)
- [ ] Karly — Follow up with client for brand images; build 1–2 landing page concepts using Claude + style guide for Thursday demo
- [ ] Karly — Define Salesforce tagging/tracking schema for ABM leads; implement post-Thursday based on client decision
- [ ] Mark — Attend Thursday client call; support Karly, speak up if asked
Topic Notes
Client Presentation Strategy
The goal of Thursday's call is to get initial client feedback — not to present the full ABM plan. Showing only Month 1 keeps the conversation focused and avoids overwhelming the client. The deck should be shareable via Gamma link (no file attachment needed).
"Don't show him everything. Just show him the first month's worth… and say, so here's what we're thinking." — Mark
Contact List (ZoomInfo)
Starting with 1 contact per company prevents the awkward scenario where multiple people at the same company receive the same cold email simultaneously. Once engagement is established, the list can be expanded to 5–6 contacts per company to cover the full buyer committee (influencers, decision-makers, purchasers).
Final filter set:
- Geography: US location AND US HQ
- Titles: Marketing, Digital, E-commerce (excluded: Operations, Store Operations, Quality)
- Engagement: Likely to engage by email
- Deduplication: 1 contact per company
- Result: ~397 contacts (presented as "400")
Competitive Battle Cards
Claude's ABM framework recommended adding battle cards as a Month 1 deliverable. Each card is a one-pager covering a competitor type (e.g., Chinese direct competitor) with:
- Competitor strengths & weaknesses
- PaperTube's advantages
- Objection-handling language
Cards inform both outbound messaging and sales enablement.
Landing Page Prototyping with Claude
Claude can generate a full HTML landing page from copy + a style guide in a single prompt. The output is iterable via text prompts ("replace that icon," "use these colors"). The preview link can be shared directly with the client as a concept — no designer required at this stage.
Workflow:
1. Paste landing page copy into Claude → "Create an HTML landing page using this content"
2. Paste style guide → "Update this using the style guide"
3. Provide images (from client or pulled from their website URL) → iterate until presentable
4. Share Claude preview link with client as a concept demo
For production: HTML can be pasted into Shopify directly, or handed to designers to rebuild in Figma (Figma → HTML export, or Shopify Figma connector).
"Don't take whatever it gives you and just accept it. Just keep arguing — make it do what you want." — Mark
UTM Capture & Salesforce Attribution
Critical for this engagement because the contract is commission-based — proving which leads came from ABM activity directly affects revenue recognition.
Implementation:
- Add hidden fields to Gravity Forms for each UTM parameter (utm_source, utm_medium, utm_campaign, etc.)
- Hidden fields auto-populate from the URL when a visitor lands on the page
- Form submission passes UTM data into Salesforce alongside the lead record
Without this, UTM parameters on ad links are lost at the form submission step and attribution breaks entirely.
Related
- [2]
- [3]
- [4]
- [5]