PaperTube — Salesforce ABM Lead Import & Integration

Overview

As part of the ^[1] ABM campaign, approximately 400 contacts sourced via ZoomInfo need to be imported into Salesforce. The import requires careful isolation from existing automations — particularly the "Super Round Robin" lead assignment app and Pardot drip triggers — to prevent the list from being scattered to sales reps or enrolled in generic nurture sequences before the ABM campaign is ready to run.

This article documents the integration plan, required field additions, and the test protocol agreed upon in the ^[2] meeting.

Key Risks

Super Round Robin Auto-Assignment

PaperTube uses a Salesforce app called Super Round Robin that automatically distributes new leads to sales reps. Parag confirmed this has fired unexpectedly during previous list imports (e.g., trade show lead lists), even when the import was not expected to trigger it.

"I've had trouble importing without it triggering. I always seem to..." — Parag

If the 400-contact ABM list triggers this app, leads will be assigned to sales reps immediately, disrupting the planned ABM nurture sequence and potentially generating unwanted outreach to cold prospects.

Pardot Campaign Triggers

PaperTube has two active Pardot campaigns:
1. Generic drip — runs for anyone in the database not actively in a sales cycle
2. New lead engagement sequence — triggered by lead status to drive quote-request leads toward a booked meeting

Importing leads with a status that matches an existing trigger condition (e.g., "Working") could auto-enroll them in the wrong campaign.

Mitigation Plan

1. Create a New "ABM" Lead Status

Rather than using any existing lead status value, create a new picklist option: ABM.

• This status should be explicitly excluded from all existing Pardot automation rules and the Super Round Robin trigger logic.
• All 400 imported contacts should be assigned this status on import.
• The ABM status signals that these leads are under active ABM management and should not be touched by standard lead routing or nurture flows.

"I think a better idea is to create a new lead status that might be something like ABM. And that would be excluded from any other marketing activity while we're working it." — Mark Hope

2. Test Import (10 Leads) Before Full Import

Before importing the full list, run a trial import of 10 leads and monitor for:
- Super Round Robin assignment firing
- Any Pardot campaign enrollment
- Any other unexpected automation triggers

Only proceed with the full 399-contact import after confirming the test batch is clean.

"Upload 10 and see if anything terrible happens." — Parag

Required Salesforce Field Additions

Parag explicitly approved adding new custom fields. The guiding principle: do not modify existing fields (particularly the standard Industry field) to avoid breaking existing flows. Instead, create parallel ABM-specific fields.

"If they've already got an industry field, create a new one that's something like ABM Industry. And then they can sit side by side... don't change their industries because it could mess up some of the flows." — Mark Hope

"I would upload the [SIC codes] in there as well... that's going to be good data." — Parag

ICP Data Source Correction

The initial ICP pull used the Salesforce Reward Level field to identify top customers, which Parag flagged as inaccurate. The correct source is the Account Forecast report in Salesforce, which aggregates total revenue by year (2023, 2024, 2025) and surfaces the true top accounts by spend.

Action: Karly to re-pull the ICP using the Account Forecast report before finalizing the import list.

Import Checklist

• [ ] Create new ABM Lead Status picklist value in Salesforce
• [ ] Confirm Super Round Robin trigger logic and verify ABM status is excluded
• [ ] Confirm Pardot automation rules do not fire on ABM status
• [ ] Add ABM Vertical custom field
• [ ] Add ABM Industry custom field (do not modify existing Industry field)
• [ ] Add SIC Code field (or confirm it exists and is populated)
• [ ] Add Asymmetric as a Lead Source picklist value
• [ ] Map all 399 contacts to correct ABM Vertical values
• [ ] Clean industry mapping to align with PaperTube's existing field values
• [ ] Run test import of 10 leads; verify no automations fire
• [ ] Import remaining 389 contacts after clean test

Reporting Considerations

Once imported, the ABM vertical field enables performance reporting by vertical — a key requirement for assessing campaign traction.

"We're going to want to run a report and say, how many contacts do we have by vertical and which verticals are performing and which ones are not." — Parag

Recommended reports to build post-import:
- Contacts by ABM Vertical
- Lead status progression by vertical
- Pipeline / opportunity creation attributed to Lead Source = Asymmetric

Related

• ^[3]
• ^[4]
• ^[5]
• ^[6]