ABM Program Expansion — Paper Tube Co

Overview

As part of PaperTube's broader 5-point growth strategy, the ABM program is being scaled both vertically (more accounts) and horizontally (more touchpoints per account). Early results are positive, and the expansion is designed to increase pipeline pressure while adding Salesforce automation to prevent marketing/sales overlap.

See also: ^[1] | ^[2]

Current State (as of call)

Note on open rate: Apple Mail Privacy Protection suppresses open and click data for Apple device users. Actual engagement is estimated to be 20–25% higher than reported figures. A 17% reported open rate likely reflects ~21–22% true engagement.

Expansion Plan

Vertical Growth — More Accounts

• Increase target account list from 227 → 500 accounts
• New accounts are being built out with the same personalized email format (name, company, pain points, existing products referenced)
• Timeline: accounts to be added within days of the call

Horizontal Growth — Longer Sequences

• Extend the email sequence from 6–7 touches → 12–15 touches
• Rationale: conventional wisdom holds that 7 touches are typically needed before a response; the program hasn't reached that threshold yet for most accounts
• It is too early to draw conclusions about conversion rates — engagement signals are present but the sequence needs to run longer

Contact Strategy Within Accounts

• If a contact is engaged: do not add additional contacts from the same company (avoid the "carpet bombing" perception)
• If no contact is engaged: move to the next contact at that account and continue down the list

Salesforce Automation — SQL Exclusion

Problem

A PaperTube sales rep met a contact from the Spiceology account at a trade show and began a direct sales engagement. The contact was still receiving ABM emails, creating an awkward overlap between sales and marketing outreach.

Solution

Build an automated rule in Salesforce to stop ABM emails for any account/contact that has entered an active sales process.

Fields to create:
1. ABM Contact checkbox — on the Contact object, mappable to the Account level
2. Contact Stage picklist — values: Lead → Marketing Qualified → Sales Qualified → Opportunity (standard lifecycle stages)

Rule logic: When Contact Stage = Sales Qualified Lead, suppress all ABM email sends for that contact/account.

Benefit: Sales reps simply update the stage field when they take ownership of a relationship; marketing automation stops immediately without manual intervention.

Immediate Action

• Karly to manually remove Spiceology from the active ABM sequence before the automation is built
• Karly to create the ABM Contact checkbox and Contact Stage fields in Salesforce

Nurture Campaign (Parallel Track)

Contacts that are in the target account universe but not enrolled in the ABM sequence will be pulled into a traditional email nurture campaign. This is a separate, lower-touch track being built out concurrently by Karly. It will take a few weeks to accumulate meaningful data.

ABM remains the higher-priority track due to its personalization and targeting depth.

Human-in-the-Loop Consideration

The current ABM program is fully automated. A future enhancement would introduce a sales rep trigger point: when a contact reaches a defined engagement threshold (e.g., multiple clicks, repeated opens), an alert fires and a rep reaches out directly. This bridges the gap between automated nurture and live sales engagement without requiring reps to monitor the queue manually.

Action Items

Related

• ^[1]
• ^[3]
• ^[2]
• ^[4]