--- title: ABM System Enhancements & Lead Attribution (2026-03-13) type: article created: '2026-03-13' updated: '2026-03-13' source_docs: - raw/2026-03-13-weekly-call-w-karly-129884582.md tags: - papertube - abm - salesforce - pardot - account-engagement - apex - lead-attribution - email-automation layer: 2 client_source: Paper Tube Co industry_context: ecommerce transferable: false --- # ABM System Enhancements & Lead Attribution (2026-03-13) ## Overview During the 2026-03-13 weekly sync, Mark deployed several Apex-based enhancements to PaperTube's Salesforce ABM system: automated lead engagement notifications, a lead source attribution fix for the `PaperTube.pro` domain, and groundwork for routing secondary contacts into Account Engagement nurture drips. A report scope issue was also identified and resolved. **Attendees:** Karly Oykhman, Mark Hope **Related meeting:** [[raw/2026-03-13-weekly-call-w-karly-129884582.md]] **Client:** [[wiki/clients/current/papertube/_index.md]] --- ## 1. Lead Engagement Notifications ### Requirement PaperTube's client (Parag) is not actively monitoring the ABM sequence and needs proactive alerts so he can do timely personal outreach to warm leads. ### Solution Mark deployed an Apex script that modifies the existing Pardot engagement sync logic to detect engagement signals and send email notifications to Parag. **Trigger conditions:** - Any link click in an ABM email (always notified, regardless of open count) - 3 or more email opens within a rolling 60-day window ### Technical Notes - The ABM system is **not** a native Account Engagement automation — it is a custom Apex orchestrator that calls the Pardot Send API as a delivery mechanism - Engagement data (opens, clicks) is already synced to Salesforce via an Apex cron job running at 11 AM - The notification script extends this existing sync rather than introducing a new polling mechanism - Bot-click filtering is in place (clicks within the first ~15 seconds of delivery are discarded as bot activity — a pattern already deployed for Aviary) - A technical documentation file was generated and shared with Karly to forward to Parag alongside the announcement email ### Action Items - [ ] **Karly:** Email Parag announcing the notification system; attach the technical doc Mark shared in chat --- ## 2. Lead Source Attribution Fix ### Problem Leads arriving through the `PaperTube.pro` landing page were being attributed to "Google AdWords" or "Hunter.io" in the Salesforce Lead Source field, making it impossible to demonstrate Asymmetric's contribution. ### Root Cause The UTM-to-Lead Source mapping was not correctly configured during initial setup. Hunter.io (used for contact sourcing) was also writing its own Lead Source value, overwriting the intended attribution. ### Solution An automation was deployed to set `Lead Source = "Asymmetric"` for any lead or contact where the UTM source contains `PaperTube.pro` (wildcard match). This covers all inbound traffic routed through Asymmetric's managed landing page domain. **Scope of fix:** - New inbound leads via form submissions (UTM-based trigger) - Existing ABM contacts (~226 at time of call) were backfilled — Karly confirmed the field updated to "Asymmetric" during the session ### Related Field Work - `Lead Source` exists as a global picklist field on both Lead and Contact objects; "Asymmetric" was already a valid picklist value - A new **Account Lead Source** field was scoped for creation on the Account object, to be synced from the Contact Lead Source — this allows attribution visibility at the account level, not just the contact level - A **Contact Stage** field (analogous to HubSpot lifecycle stage: Marketing Qualified → Sales Qualified → Opportunity) was also scoped for creation ### Action Items - [ ] **Mark:** Create `Contact Stage` field on the Contact object in Salesforce - [ ] **Mark:** Create `Account Lead Source` field on the Account object; build sync logic from Contact Lead Source --- ## 3. ABM Performance Reports & Dashboard ### Problem The newly created "Asymmetric Activity" reports (New Leads, Lead Conversions, Open Opportunities, Closed Opportunities) were showing no data despite contacts being present in the system. ### Root Cause Reports defaulted to **"My Leads"** scope, which filtered out all records not owned by the running user. ### Fix Report scope changed to **"Organization"** — data populated correctly after the change. ### Current Report Set (ABM Reports folder) | Report | Notes | |---|---| | New Leads | Filters on Lead Source = Asymmetric | | Lead Conversions | Tracks lead-to-contact conversion | | Open Opportunities | No opportunities yet as of this call | | Closed Opportunities | No opportunities yet as of this call | ### Action Items - [ ] **Mark:** Monitor reports and dashboard over the following days to confirm correct data population and backfill completion --- ## 4. Secondary Contact Nurture Drip ### Requirement PaperTube's ABM research docs contain both primary contacts (already enrolled in the personalized ABM sequence) and secondary contacts. The client wants secondary contacts moved into a more generic, automated nurture drip via Account Engagement. ### Account Engagement Campaigns (5 industry buckets) | Campaign | Status | |---|---| | Premium Food & Beverage | Engagement Studio sequences loaded; not yet started | | Supplements & Wellness | Engagement Studio sequences loaded; not yet started | | Premium Lifestyle | Engagement Studio sequences loaded; not yet started | | Beauty & Personal Care | Engagement Studio sequences loaded; not yet started | | Agriculture | Engagement Studio sequences loaded; not yet started | Email templates are complete. Contacts need to be parsed from the research docs, categorized by industry, and loaded into Salesforce before the sequences can be started. ### Division of Work - **Mark:** Parse secondary contacts from ABM research docs → load into Salesforce → assign to correct Engagement Studio sequence by industry - **Karly:** Spot-check email templates in each campaign to confirm they are ready before Mark loads contacts ### Action Items - [ ] **Karly:** Spot-check nurture email templates across all 5 Account Engagement campaigns - [ ] **Mark:** Parse secondary contacts from research docs and load into Engagement Studio sequences (pending Karly's template sign-off) --- ## Key Decisions | Decision | Rationale | |---|---| | Notify on any link click (not just Calendly) | Any link click signals meaningful intent; client wants to know immediately | | 3-open threshold within 60 days for open-based alerts | Balances signal quality vs. noise; single opens may be incidental | | Use Apex + Supabase for ABM sends, Account Engagement for bulk nurture | Apex allows per-contact custom email content from a database; Account Engagement cannot replicate this for personalized sequences | | Bot-click filtering (discard clicks < ~15 seconds post-delivery) | Prevents false positives from corporate email security scanners, as observed with Aviary | --- ## Related Articles - [[wiki/clients/current/papertube/_index.md]] - [[wiki/clients/current/quora/2026-03-13-teams-salesforce-integration-blocker.md]] - [[wiki/process/client-reporting-process.md]]