Paper, Too ABM Campaign Setup
Overview
An account-based marketing (ABM) campaign is being set up for the Paper, Too client. The campaign involves multi-channel outreach including email sequences and LinkedIn connection requests, targeting a tiered prospect list. Several operational tasks must be completed before the campaign can launch at full scale.
The campaign is approved to begin at Tier 1 only. Full rollout is contingent on completing list hygiene and verifying outreach infrastructure.
Campaign Infrastructure
Sending Domain
The campaign should send from the client's .pro domain, not the .co domain. This was explicitly confirmed during the sync.
Booking Link & Email Verification
Before any outreach goes out, the client's booking link and all associated email addresses must be verified as functional. This is a prerequisite for Tier 1 launch.
Owner: Karly — verify booking link and emails, then notify Mark to proceed.
List Hygiene
The prospect list requires hygiene before loading into the outreach flow. Email addresses should be validated prior to import (best practice: validate before loading, not after).
Owner: Mark
Customer Filter
A filter must be added to the outreach flow to exclude existing customers. The filter should use the type field on the account record. This ensures that if a prospect converts to a customer mid-campaign, they are automatically excluded from further outreach.
Owner: Mark
LinkedIn Outreach
LinkedIn connection request verbiage needs to be drafted and added to the ABM sequence. This is a separate touchpoint from the email flow and should be coordinated with the overall outreach cadence.
Owner: Mark (draft verbiage) / Karly (add to sequence)
Reporting
A reporting plan is required for the Paper, Too client. The plan should define what metrics are tracked, at what cadence, and in what format. This should be established before the campaign generates data.
Owner: Mark
Working Session
A dedicated working session between Karly and Mark is needed to finalize campaign setup. Karly to schedule.
Open Action Items
| Task | Owner | Status |
|---|---|---|
| Verify client booking link and emails | Karly | Open |
| Notify Mark when link/emails confirmed | Karly | Open |
| Perform list hygiene on prospect list | Mark | Open |
Add customer filter (type field) to flow |
Mark | Open |
| Draft LinkedIn connection request verbiage | Mark | Open |
| Add LinkedIn verbiage to ABM sequence | Karly | Open |
| Create reporting plan for Paper, Too | Mark | Open |
| Schedule ABM working session with Mark | Karly | Open |
Related
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- [2]
- [3]