PaperTube Salesforce Lead Flow & Automation

Overview

PaperTube's existing Salesforce process was designed around warm, inbound leads and is too unstructured for the colder leads being generated by the new cold email and LinkedIn ad campaigns. This article documents the new lead management workflow being designed to handle these early-stage leads — including trigger events, a "Needs Review" status, qualification steps, and the eventual handoff to the sales team.

Current (Warm Lead) Process

PaperTube's existing flow handles inbound, form-fill leads:

Prospect fills out a form on the PaperTube website
A Lead record is created in Salesforce and assigned via round robin to one of four reps
Rep sends an initial outreach email (thank you / book a meeting)
If no meeting is booked, the lead enters the "Working Drip" — a 3–4 email sequence sent from the rep's inbox with calendar links and sample offers
If a discovery call occurs and the lead is qualified (quantities, intent confirmed), the rep converts the Lead to an Opportunity

Conversion benchmark: ~30–35% of inbound leads convert to opportunities.

Known gap: Reps tend to skip the intended first phone call and default to email, reducing multi-channel engagement.

New Workflow: Cold/Marketing Leads

Cold leads loaded from the email campaign list are held under Asymmetric's ownership in Salesforce until they show meaningful engagement. The new workflow introduces a structured trigger-and-review layer before any sales handoff.

Trigger Events → "Needs Review" Status

A lead is flagged as Needs Review in Salesforce when any of the following occur:

Trigger	Notes
Form fill (landing page or main website)	Highest-intent signal; mirrors existing warm-lead process
> 5 emails opened in the cold email sequence	Indicates sustained interest
≥ 2 visits to a landing page	Behavioral signal of active consideration

Multiple triggers occurring together should be treated as a stronger signal and prioritized accordingly.

Review Queue

A Salesforce list view will be created to surface all leads in "Needs Review" status
Parag (PaperTube) will personally manage this queue initially to evaluate lead quality and refine the engagement approach before delegating to reps
This owner-managed phase allows the process to be validated before scaling

Qualification Steps (to be finalized by Asymmetric)

Asymmetric will draft the full qualification checklist. Initial framework includes:

Review form fill content and engagement history
Assess company profile and contact role
Determine fit against target verticals (Food & Beverage, Beauty, Supplements, Premium Lifestyle, Agriculture)
Decide: advance to sales outreach, continue nurture, or disqualify

Sales Handoff

After Parag reviews and qualifies a lead, it will be assigned to a rep for active outreach
The handoff process and rep-facing playbook are to be designed by Asymmetric
Form-fill leads (highest intent) may follow a path closer to the existing warm-lead process
Lukewarm leads (email opens, page visits only) will follow a distinct, more gradual engagement sequence

Design Principles

These principles were explicitly stated by Parag during the Jan 29 working session:

"We almost have a fresh start here." — The new process should not simply mirror the existing loose workflow; it should be more structured and deliberate.
Higher investment = higher accountability. — Because these leads are being generated through paid campaigns (LinkedIn ads + cold email infrastructure), the engagement process needs to justify that spend.
Learn before scaling. — Parag will run the process himself first, then document and teach it to the sales team once it's proven.

Open Items

[ ] Asymmetric to draft full lead qualification steps and post-trigger engagement sequence
[ ] Asymmetric to define what "handoff to sales" looks like (timing, rep assignment method, briefing format)
[ ] Determine whether form-fill leads from landing pages should enter the existing round-robin immediately or go through Parag's review queue first
[ ] Evaluate adding a Calendly booking link to the landing page confirmation email (currently absent from the warm-lead flow)
[ ] Explore LinkedIn InMail as an additional outreach channel once the core process is stable

Marketing domain: A separate sending domain (not papertube.co) will be used for cold email campaigns to protect the primary domain's sender reputation. DNS setup to be handled by Mark (Asymmetric) — see ^[3]
Sender persona: Cold emails will send from kate@papertube.co, auto-forwarded to Parag, to maintain a human sender identity
Lead source: Cold email list has been loaded into Salesforce under Asymmetric's ownership; LinkedIn ad targeting will mirror the same company/title list