Orbit ABM — Account-Based Marketing Campaign Platform

Overview

Orbit ABM is an internally developed AI-powered platform for managing complex Account-Based Marketing campaigns end-to-end. It was built to address the growing volume of ABM work across multiple clients (PaperTube, Citrus America, Aviary, Bluepoint) and the lack of a purpose-built tool to manage the full lifecycle — from target identification through campaign execution.

The platform is designed for use by the agency as a multi-tenant system: the agency team can switch between client organizations via a Platform Admin view, while each client can only see their own data.

"It's very complicated and very involved and whatever. And so, you know, we're not very good at this and we don't really have the right stuff to do it properly. So I'm trying to come up with some solutions for that." — Mark Hope, Feb 9 2026

Core Capabilities

Target Identification & Market Segmentation

• Define markets (geographies) with population thresholds and state filters
• Define verticals (industries) using NAICS codes and custom criteria
• Generate a filtered list of ABM target companies matching market + vertical criteria
• Apply inclusion/exclusion rules to tier and prioritize targets
• Assign ownership and track status per target

Competitive Intelligence

• Per-market competitor tracking (e.g., all HVAC competitors in Madison)
• Competitive landscape analysis integrated into campaign documents

Private Equity Tracker

• Flags targets that are already PE-backed or under consolidation
• Prevents wasted effort on companies unlikely to be independent buyers
• Particularly relevant for industries undergoing roll-up activity (e.g., HVAC)

Campaign Management

• Campaign Board for running and tracking active campaigns
• Campaign creation wizard: select market → vertical → targets → playbook
• Playbooks: step-by-step campaign sequences (e.g., 35-day HVAC playbook)
• Activity log for all campaign touchpoints
• Contact management per target company

Research & Strategy Documents

Each ABM target can have two AI-generated documents attached:

Research Document includes:
- Company overview (website, HQ, founding date, revenue, employee count, industry)
- Recent product launches, rebrands, or packaging changes
- Sustainability commitments
- Current packaging and distribution strategy
- Brand positioning and growth signals
- Key contacts and titles
- Custom intelligence: packaging pain points, matching case studies, sustainability angle, personalization hooks, "why now" hypothesis, best entry angle, sources

Strategy Document includes:
- Campaign strategy summary
- Primary and secondary entry points (specific contacts)
- Contacts to avoid and rationale
- Salesforce-ready contact intelligence
- Suggested outreach sequence (who, when, channel)
- Cadence notes
- Fully personalized email sequences for each contact

AI Interaction Layer

• In-platform AI chat for working through market context, value propositions, competitive landscape, decision-making unit analysis, and engagement strategy
• Campaign readiness scoring

Multi-Tenant Architecture

• Platform Admin view allows switching between client organizations
• Clients log in and see only their own data
• Enables the agency to manage ABM for multiple clients from one interface

PaperTube: First Full Deployment

Orbit ABM was first deployed at scale for ^[1]'s ABM campaign in February 2026.

An AI agent ran autonomously for several hours and produced:
- 250 research documents — one per ABM target, covering company details, key contacts, packaging pain points, sustainability angles, and personalization hooks
- 250 strategy documents — one per target, with campaign strategy, contact sequencing, and fully personalized email sequences

All documents are stored in a shared Google Drive (Markdown format) and loaded into Salesforce. The 250 personalized email sequences still need to be ingested into Salesforce Account Engagement.

Next step: Karly to send 2–3 sample research + strategy documents to Parag (PaperTube) for validation before full rollout. Parag has indicated he wants to personally test the outreach process before handing it to his sales team.

See also: ^[2]

Integration Points

Status & Roadmap

• Platform: Near complete as of Feb 9 2026; core features functional
• PaperTube data: 250 research docs + 250 strategy docs generated; loaded into Salesforce
• Pending: Automated ingestion of 250 personalized email sequences into Account Engagement (Mark Hope)
• Pending: Full import of PaperTube documents into Orbit for in-platform management

Key Decisions

• Account Engagement is not sufficient alone — it handles email delivery but lacks playbooks, activity tracking, and target management; Orbit ABM fills that gap
• AI agent batch generation is the preferred approach for document creation at scale — manual research per target is not feasible at 250+ accounts
• Client validation before rollout — sample documents should be reviewed by the client before the full campaign is activated

Related

• ^[3]
• ^[1]
• ^[4]