--- title: ABM Strategy & Salesforce API Sync — 2026-04-05 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-02-12-papertube-connect-121957631.md tags: - papertube - abm - salesforce - account-engagement - linkedin - wordpress - client-strategy - meeting layer: 2 client_source: Paper Tube Co industry_context: ecommerce transferable: false --- # ABM Strategy & Salesforce API Sync — 2026-04-05 Internal alignment call between Mark and Karly ahead of a scheduled client call with Parag (PaperTube owner). Covered the ABM strategy conflict, Salesforce API access, campaign restructuring, and a planned WordPress upsell pitch. **Attendees:** Mark Hope, Karly Oykhman **Client call:** Same day, ~1 hour after this sync --- ## Overview The team identified a tension between the research-driven ABM recommendation (highly personalized, manual 1-to-1 outreach) and the plan already presented to Parag (fully automated email flows across all 250+ accounts). They resolved this with a hybrid tiered model and unblocked Salesforce API access using a new security token. --- ## Key Decisions ### 1. Hybrid ABM Model Adopted The team will propose a three-tier hybrid model to Parag that balances personalization with his preference for automation: | Tier | Accounts | Method | |---|---|---| | Tier 1 | Top ~50 | Manual outreach by Parag (email + LinkedIn) | | Tier 2 | Next tranche | Automated email sequences | | Tier 3 | Remainder (~200+) | Automated email sequences | **Rationale:** True ABM requires 1-to-1 personalization to avoid appearing as spam. Bulk automation across all 250 accounts undermines the strategy. The hybrid model respects Parag's bandwidth while preserving ABM effectiveness for the highest-value targets. **Tier 1 mechanics:** Parag copies pre-written, personalized emails and LinkedIn messages from the strategy docs and sends them manually from his own accounts. Estimated time: ~10 minutes/day for 10 contacts. **Precedent:** This is the same model used for [[wiki/clients/current/aviary/index|Aviary]], where the owner personally handles the top 50 and automation covers the rest. ### 2. LinkedIn Automation Is Not Viable LinkedIn's API does not support programmatic messaging (InMail or connection requests). Third-party browser automation tools (Phantom Buster, Dux-Soup, Expandi, etc.) violate LinkedIn's Terms of Service and risk account suspension — including Sales Navigator accounts. **Alternative for LinkedIn reach:** Use LinkedIn Matched Audiences — upload the 250-account list and run Sponsored InMail or feed ads targeted exclusively to that list. Karly is already running LinkedIn ads; this would shift from generic feed ads to a targeted matched-audience approach. > *Note: Sales Navigator's "SNAP" API is CRM sync only (pushes lead data to Salesforce). It does not enable messaging.* ### 3. Salesforce API Access Restored API access was re-established by generating a new security token via **Settings → Reset My Security Token**. This unblocks automated campaign creation and data management in Salesforce / Account Engagement. ### 4. Salesforce Campaign Structure to Be Rebuilt Mark will restructure the existing Salesforce campaigns to align with the tiered ABM model. - **Previous structure:** `Asymmetric ABM (parent) → Vertical campaigns (Food & Bev, Supplements, Farm Style, etc.) → Individual account campaigns` - **New structure:** `Asymmetric ABM (parent) → ABM Tier 1 → ABM Tier 2 → ABM Tier 3` **Rationale:** Reporting by tier is more actionable for ABM than reporting by vertical. The new structure makes it immediately clear which tier is generating engagement and pipeline. ### 5. WordPress Upsell — Mark to Lead The team will pitch a WordPress website migration on the upcoming client call. PaperTube currently runs on Shopify, which is a technical barrier to effective SEO. Mark will lead this portion of the discussion to provide the technical depth needed to make a compelling case. **Positioning:** WordPress is the necessary technical foundation for PaperTube's stated goal of improving SEO — not an optional add-on. **Context:** Jeff has been struggling to build landing pages in the current Shopify setup. Parag has already expressed interest in SEO work once the current campaigns are running. --- ## Action Items - [ ] **Mark** — Restructure Salesforce / Account Engagement campaigns into Tier 1, Tier 2, Tier 3; notify Karly when complete - [ ] **Mark** — Lead the WordPress website migration pitch on the PaperTube client call - [ ] **Karly** — Get Parag's approval on LinkedIn ad graphics (to be raised on today's call) - [ ] **Karly** — Present the hybrid ABM model to Parag on today's call --- ## Background: The Strategy Conflict The ABM research docs produced for PaperTube recommend highly personalized, manual 1-to-1 outreach as the primary engagement method. Each account has a dedicated research report (company data, growth signals, decision-making unit, personalization hooks) and a strategy doc (entry point contact, recommended sequence, pre-written email and LinkedIn copy). The plan Karly had been building with Parag used automated email flows segmented by vertical for all 250+ accounts — closer to scaled email marketing than true ABM. The conflict surfaced because Parag is automation-oriented and unlikely to commit to daily manual outreach across a large list. The hybrid model is the agreed resolution: manual effort is scoped to a manageable Tier 1 list, automation handles the rest. --- ## Related - [[wiki/clients/current/papertube/index|PaperTube Client Index]] - [[wiki/knowledge/abm/hybrid-abm-tiered-model|Hybrid ABM: Tiered Manual + Automated Model]] - [[wiki/knowledge/linkedin/linkedin-api-limitations|LinkedIn API Limitations & Alternatives]] - [[wiki/clients/current/aviary/index|Aviary]] — reference implementation of the same hybrid ABM model