--- title: ABM Strategy Kickoff — 2026-04-05 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-01-15-papertube-asymmetric-marketing-call-114564642.md tags: - abm - marketing - strategy - salesforce - icp - linkedin-ads - email-nurture - landing-pages - papertube layer: 2 client_source: Paper Tube Co industry_context: ecommerce transferable: false --- ## Overview Kickoff meeting to review and align on the Account-Based Marketing (ABM) strategy for [[wiki/clients/current/papertube/index|PaperTube]]. Strategy was approved. Discussion covered ICP refinement, five target verticals, execution channels (landing pages, LinkedIn ads, email nurture), and Salesforce integration requirements for importing a 400-contact prospect list. **Attendees:** - Parag Agrawal — PaperTube (client) - Mark Hope — Asymmetric - Karly Oykhman — Asymmetric - Isalia Ramirez — Asymmetric --- ## Key Decisions ### Strategy Approved The ABM strategy is approved. Focus is on a "bullseye" of high-value, founder-owned DTC brands with a brand-first message. Outer rings of the target can be expanded later as the campaign matures. ### ICP to Be Rebuilt from Account Forecast Report The current ICP was built from the Salesforce **Reward Level** field, which Parag flagged as inaccurate — it was missing key top customers. The ICP will be rebuilt using the **Account Forecast** Salesforce report, which aggregates total revenue by year and surfaces the true top accounts. ### Founder-Owned as a Key Filter Founder- or family-owned brands are a primary ICP filter. Rationale: these brands invest heavily in packaging as an expression of brand identity. Later-stage or PE-backed companies tend to prioritize cost and functionality over brand differentiation. ### Five Target Verticals Confirmed | Vertical | Notes | |---|---| | Food & Beverage | Largest share of initial list | | Supplements & Wellness | Add protein powders (e.g., Vital Proteins trend) | | Beauty & Personal Care | — | | Ag | — | | Premium Lifestyle | Catch-all for niche markets | ### New "ABM" Lead Status in Salesforce To isolate the 400-contact import from existing automations — particularly the **Super Round Robin** lead assignment app — a new Lead Status value of `ABM` will be created. This prevents the list from being auto-assigned to sales reps or triggering existing Pardot drip campaigns. --- ## Execution Plan ### 1. Landing Pages (Five Vertical-Specific) One custom landing page per vertical. Framework is consistent; copy is tailored to each vertical. Primary CTA: request a quote. Pages will incorporate: - Vertical-specific hero messaging - Three messaging pillars (see below) - Social proof / testimonials section **Messaging Pillars (applied to all verticals):** 1. Patented child-resistant technology (primary differentiator for cannabis vertical) 2. Brand-first approach — targeting marketing personas, not procurement 3. Track record with artisan, high-quality brands **Content sourcing approved:** - Pull imagery freely from PaperTube website and Instagram - Source testimonials from Trustpilot and blog case studies (blogs contain embedded customer quotes) - Trustpilot embed codes require login access (see action items) **Review process:** Parag asked how to approach copy review. Mark's guidance: flag anything factually incorrect first; share any proven messaging or phrasing that has worked; avoid stylistic edits in the first pass — get something live and iterate. ### 2. LinkedIn Ads New channel for PaperTube. Enables hyper-targeting by company and job title — can target the exact accounts on the ABM list. Bidding strategy: higher bids for bullseye accounts, lower bids for broader industry/title targeting in outer rings. ### 3. Email Nurture (Drip Campaigns) Vertical-specific drip sequences for the 400-contact list. Content tailored by industry; landing pages used as resources within emails. --- ## Salesforce Integration ### Import Plan - ~399 contacts to be imported as Leads - Lead Source: `Asymmetric` (new value to be added) - Lead Type: `Prospect` - Lead Status: `ABM` (new value — isolates from all existing automations) ### Risk: Super Round Robin App PaperTube uses an app called **Super Round Robin** that auto-assigns new leads to sales reps. Parag confirmed it has triggered on past list imports, not just web form submissions. If the 400-contact list triggers this, it will disrupt the ABM campaign and frustrate the sales team. **Mitigation:** 1. Create the `ABM` Lead Status before import — confirm it is excluded from all automation triggers 2. Run a **trial import of 10 leads** first and verify no automations fire before importing the full list ### Custom Fields Do not modify existing Salesforce fields — existing automations may depend on them. Instead, create new ABM-specific fields alongside existing ones: | New Field | Purpose | |---|---| | `ABM Vertical` | Maps to the five campaign verticals | | `ABM Industry` | ZoomInfo-sourced industry (sits alongside existing Industry field) | | SIC codes | Already in ZoomInfo export; add to Salesforce for segmentation | | Revenue range, employee count | Enrich for ICP analysis and reporting | Goal: be able to run reports on contacts by vertical, track which verticals are generating engagement and pipeline, and assess ICP accuracy over time. --- ## Action Items | Owner | Action | Due | |---|---|---| | Karly | Rebuild ICP using the Account Forecast Salesforce report | — | | Karly | Finalize competitor battle cards | — | | Karly | Build social proof sections for all 5 landing pages; send copy to Parag for review | EOD Jan 15 | | Karly | Add `Asymmetric` lead source in Salesforce | — | | Karly | Create new `ABM` Lead Status in Salesforce | — | | Karly | Create new custom fields: `ABM Vertical`, `ABM Industry`, SIC codes, revenue range, employee count | — | | Karly | Run trial import of 10 leads; verify no automations trigger | — | | Karly | Import remaining ~389 leads after trial confirms clean | — | | Parag | Review landing page copy | EOW Jan 16 | | Parag | Send Trustpilot login credentials to Mark / Karly | — | | Mark | Send ACH routing and account number to Parag | — | --- ## Future Opportunities (Parking Lot) ### Service Tiering Parag raised the idea of monetizing lower-quality inbound leads that don't meet full-customization MOQs. Mark outlined a three-tier model: 1. **Basic** — off-the-shelf craft tubes, no customization 2. **Limited Customization** — narrow range of options; faster, lower-touch process; lower MOQ 3. **Full Customization** — current white-glove service; full design, die line, development; higher MOQ Rationale: PaperTube is already paying for these leads (clicks, inbound). A tiered model captures revenue from leads that currently fall out of the funnel and creates a natural upgrade path toward full customization. Tabled for a future conversation — not in scope for this phase. ### Existing Customer Nurture Improvement Mark noted that existing customers are currently receiving the same generic drip as cold prospects. Best practice: segment existing customers into a separate track focused on case studies, expansion ideas, and relationship-deepening content rather than top-of-funnel brand awareness. Tabled for a future conversation. --- ## Related - [[wiki/clients/current/papertube/index|PaperTube Client Index]] - [[wiki/knowledge/abm/salesforce-lead-import-isolation|Isolating ABM Leads from Existing Salesforce Automations]]