PaperTube Re-engagement Nurture Campaigns

Overview

During the ^[1] quarterly review on 2026-04-02, Asymmetric and Parag aligned on a plan to build industry-segmented re-engagement nurture flows. These flows serve two distinct audiences: leads who complete the ABM sequence without converting, and warm leads who previously engaged (received quotes, sample kits, etc.) but have since gone silent.

This work extends the ^[2] and is designed to keep PaperTube top-of-mind across a long sales cycle without over-touching contacts who are already in active sales motion.

Audience Segments

Segment 1: Cold Leads (ABM Sequence Completions)

Who: Contacts who finish all 7–8 ABM email touches with low or no engagement (no clicks, no replies, no sample kit trigger).
Salesforce setup: ABM contacts are stored as Contacts (not Leads), so enrollment cannot rely on the standard "Lead Stage = Nurturing" trigger. A separate enrollment rule is required.
Enrollment trigger: Contact completes ABM sequence AND has low/no engagement (e.g., zero or one click across all steps).
Exclusion: Contacts who triggered the ^[3] should be excluded — they are in active sales motion and should not receive nurture emails simultaneously.

Segment 2: Warm-to-Cold Leads

Who: Contacts who previously showed meaningful engagement — received a quote, had a sales call, or were sent a sample kit — but have since gone silent.
Salesforce setup: These are typically Leads with stage = Nurturing (the existing trigger used by PaperTube's current nurture campaign).
Enrollment trigger: Lead stage set to Nurturing (existing flow), with content differentiated from Segment 1.
Content distinction: Messaging should acknowledge prior engagement and re-ignite interest rather than building awareness from scratch.

Content Strategy

For Cold Leads

Goal: Build awareness and relevance; establish PaperTube as a credible packaging partner for their specific industry.
Approach: Industry-specific content (e.g., alcohol/beverage packaging trends, e-commerce unboxing experience, food safety compliance) tailored to the verticals showing highest ABM engagement: alcohol, wine, coffee, and food.
Cadence: Multi-touch flow; after completion, contacts roll into a generic monthly newsletter to maintain presence without over-investing.

For Warm-to-Cold Leads

Goal: Re-ignite interest by referencing the prior relationship and surfacing new reasons to re-engage.
Approach: Content that speaks to where the conversation left off (e.g., "You explored custom packaging with us — here's what's new") rather than starting from zero.
Cadence: TBD; likely shorter sequence given prior familiarity.

Relationship to ABM & Sample Kit Workflows

The re-engagement flows are downstream of the ABM sequence. The intended flow is:

ABM Sequence (7–8 touches)
    ├── High engagement (2+ clicks) → Sample Kit Workflow → Sales call
    └── Low/no engagement → Re-engagement Nurture (Segment 1)

Existing warm leads (quoted, kitted, gone silent)
    └── Re-engagement Nurture (Segment 2)

Karly flagged that enrollment logic must explicitly exclude sample-kit recipients from Segment 1 to avoid conflicting outreach. This will be handled via Salesforce enrollment parameters.

Key Decisions (2026-04-02)

Confirmed: Two separate nurture segments (cold vs. warm-to-cold), not one combined flow.
Confirmed: ABM contacts (stored as Contacts in Salesforce) require a custom enrollment trigger separate from the existing Lead-stage trigger.
Confirmed: Sample kit recipients must be excluded from nurture enrollment.
Confirmed: After completing the new nurture flow, contacts roll into a generic monthly newsletter to maintain ongoing touchpoints.

Action Items

[ ] Draft industry-segmented emails for Segment 1 (cold leads / ABM completions); send to Parag for review — @Karly Oykhman
[ ] Define Salesforce enrollment rules for both segments: contacts vs. leads, exclusion of sample-kit recipients — @Karly Oykhman
[ ] Draft content approach for Segment 2 (warm-to-cold); determine appropriate cadence — @Karly Oykhman

^[4]
^[5]
^[6]
^[7]