Bluepoint ABM Custom Object Setup — Salesforce
Overview
The Bluepoint ABM system is built on a custom Salesforce object (ABM Email) that manages personalized outreach sequences for Tier 1 accounts. The system was designed to give the client (Parag) a manual, reviewable workflow before full automation is introduced. As of the initial build, 23 of 50 target accounts are loaded with 137 email records.
This article documents the technical implementation: the custom object structure, the "Today's Actions" view, sequence management, and the loader script used to onboard new accounts.
See also: [1] | [2]
Custom Object: ABM Email
A custom Salesforce object named ABM Email was created to serve as the backbone of the outreach system. Each record represents a single outreach touchpoint for a specific account contact.
Key Fields per Record
- Email body — the full text of the email to be sent
- Recipient — the contact the email is addressed to
- Sequence step — which step in the sequence this record represents (1–6)
- Scheduled send date — the date this touchpoint is due
- Account link — parent account (ABM is account-level, not contact-level)
"When you do ABM, you're not technically doing ABM to a person." — Mark Hope
Sequence Structure
Each Tier 1 account receives a 6-step outreach sequence spread across 30 days:
| Step | Type | Notes |
|---|---|---|
| 1 | Initial personalized outreach | |
| 2 | Follow-up | |
| 3 | Follow-up | |
| 4 | Connection request or message | |
| 5 | Follow-up | |
| 6 | Final touch |
The LinkedIn step is surfaced as a task in the same "Today's Actions" view. Future iterations should include the contact's LinkedIn profile URL directly in the record to reduce friction.
Views
Today's Actions
The primary working view for the sales user. Filters ABM Email records to show only touchpoints due today. The user works through the list and sends each email via a quick action button — no manual email composition required.
This Week
A secondary view showing all touchpoints due within the current week. Useful for planning and prioritization.
All ABM Emails
An unfiltered view of all records. Can be filtered by sequence step (e.g., filter to Step 1 to see all initial outreach emails across accounts).
Account Onboarding Requirements
Before a new account can be loaded into the ABM system, the following must be in place in Salesforce:
- Account record exists with
ABM Tier 1designation - Strategy document exists and is attached to the account record
- Primary contact is linked to the account
- Campaign record exists for the account
Note: As of the initial build, some accounts are missing strategy docs. These need to be created before those accounts can be fully activated.
Document Structure on Account Records
Two documents should be attached to each account:
- Research doc — background on the company and contacts
- Strategy doc — outreach angle, messaging themes, personalization notes (typically stored in the associated Campaign record in Account Engagement/Pardot)
Loader Script
A loader script is used to bulk-create ABM Email records for a new account. Running the script against a properly configured account generates the full set of sequence records (typically 6 per primary contact, or up to 10 per account depending on configuration).
To run:
1. Confirm all onboarding requirements above are met
2. Execute the loader script against the target account
3. Verify the correct number of records appear in the All ABM Emails view
4. Check that scheduled send dates are correct
The loader script is documented in the internal process notes file:
Reports > ABM > Process Noteswithin Salesforce.
Sending Workflow (Manual — Tier 1)
Tier 1 accounts use a manual send workflow — the user reviews and sends each email individually via the quick action button. This was a deliberate design choice to allow the client to understand and approve the system before automation is introduced.
Daily workflow:
1. Open the Today's Actions view
2. Click each record due today
3. Review the email body and recipient
4. Click the Send button (quick action)
5. Email sends; activity is logged to the account record
Sent emails and engagement data (delivered, opened, clicked) roll up to the associated Campaign record and are visible in Campaign Results.
App Launcher Visibility
The ABM app/object does not currently appear in the Salesforce App Launcher (nine-dot menu) by default. This is a known gap.
Workaround: Search for "ABM" in the global search bar to navigate to the object.
Planned fix: Update the app configuration to surface it in the App Launcher and assign a target icon to make it easily identifiable.
Tier 2 / Tier 3 Automation (Planned)
Tier 2 and Tier 3 accounts will use Pardot automation flows rather than the manual Salesforce workflow. Email copy for these tiers is being finalized by Voke; once delivered, Mark will build the flows and segment contacts appropriately.
Email format: Initially drafted as plain text. Under consideration: HTML emails styled to look like plain text, for deliverability and tracking benefits.
Future Automation — Full Send via AWS + Webhooks
The long-term goal is to fully automate the Tier 1 send process, eliminating the manual click-to-send step. The model being developed for the Aviary project (HubSpot-based) serves as the reference implementation:
- Emails are sent via AWS (not the CRM's native email)
- Webhooks return send/open/click data back into the CRM
- A single "Send Today's Emails" trigger dispatches all due records
This approach will be adapted for Salesforce once the manual workflow is validated with the client.
Current Status (as of 2026-02-18)
| Metric | Value |
|---|---|
| Accounts loaded | 23 of 50 |
| Email records created | 137 |
| Missing strategy docs | Several |
| App Launcher visibility | Not configured |
| Tier 2/3 automation | Pending email copy from Voke |
Related
- [1]
- [3]
- [4]
- [5]