Paper Tube Co ABM Tier Strategy

Overview

Asymmetric developed a 3-tier Account-Based Marketing (ABM) framework for ^[1] targeting 250 researched accounts. The tiers reflect buying intent signals and determine the engagement model — from high-touch personal outreach to automated warming sequences. This strategy was introduced in response to stagnant client acquisition despite competitive pricing and quality work.

Each of the 250 accounts has a dedicated research document (company profile, decision-making unit, pain points, personalization hooks, case study matches) and a custom strategy document (outreach sequence, email copy, LinkedIn touchpoints, pivot notes) — both attached to the corresponding Salesforce campaign and account record.

Tier Definitions

Tier 1 — Sales Qualified (50 accounts)

Criteria: High buying intent based on observable signals — recent hires, news events, product launches, sustainability commitments, or packaging pain points that align with Paper Tube Co's offering.
Engagement model: Personal outreach by Parag (owner/president), not automated.
Workflow: Asymmetric is producing a consolidated "copy-paste" document covering 10–15 accounts at a time, structured day-by-day with pre-written emails, LinkedIn connection requests, and follow-up messages. Parag executes directly from this doc without navigating individual strategy files.
LinkedIn: Can be executed with a free account; LinkedIn Sales Navigator adds a Salesforce integration that allows messaging and profile lookup without leaving the CRM.
Email signature note: Parag should add a title (e.g., "President") to his email signature so recipients don't mistake outreach for a sales rep.

Tier 2 — Marketing Qualified (102 accounts)

Criteria: Good-fit prospects not showing immediate buying signals.
Engagement model: Automated email sequences (drafted by Asymmetric). If engagement signals appear (clicks, site visits), accounts can be promoted to Tier 1.
Status: Email copy in progress at time of meeting.

Tier 3 — ABM Leads (95 accounts)

Criteria: Colder prospects; same research depth as Tier 1 but lower near-term buying probability.
Engagement model: Traditional outbound email automation to warm up over time. Automation rules flag accounts that become active and move them up tiers.

Salesforce Setup

Each account has:
- Research document attached to the Salesforce account record.
- Strategy document (email sequence, LinkedIn cadence, pivot notes) attached to the individual campaign record.
- Parent campaigns for each tier, with child campaigns per account.

At the time of the meeting, campaigns and accounts were being linked; contacts were also being imported with duplicate-check logic to avoid overwriting existing CRM data. Asymmetric was completing this setup in the background during the call.

Parag primarily works in the Sales Console view; Asymmetric is configuring Salesforce so he doesn't need to navigate Account Engagement to see relevant data.

Key Design Decisions

Why personal outreach for Tier 1? LinkedIn automation is heavily restricted by the platform and risks account flagging if volume is too high. High-value accounts warrant the manual effort.
Why a single consolidated doc for Parag? Navigating 50 individual strategy documents creates friction and increases the chance outreach stalls. A day-by-day, copy-paste format removes cognitive overhead.
Why tier at all? Applying the same engagement intensity to all 250 accounts would be unsustainable. Tiering concentrates effort where buying probability is highest while keeping lower-intent accounts warm through automation.

Action Items (from meeting)

[ ] Asymmetric: finalize Salesforce contact import and link contacts to campaigns/accounts (@Mark Hope)
[ ] Asymmetric: create and share Tier 1–3 Salesforce lists with Parag (@Mark Hope)
[ ] Asymmetric: draft day-by-day outreach doc for 10–15 Tier 1 accounts (copy-paste format) (@Karly Oykhman)
[ ] Asymmetric: share full 250-account ABM research folder with Parag (@Karly Oykhman)
[ ] Asymmetric: send invoice for 250-account ABM research (@Mark Hope)
[ ] Parag: review Tier 1 strategy documents
[ ] Parag: begin Tier 1 outreach once consolidated doc is received
[ ] Parag: add title (e.g., "President") to email signature
[ ] Parag: evaluate LinkedIn Sales Navigator trial for Salesforce integration

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^[3] (if created)
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^[5] (companion topic from same meeting)