--- title: PaperTube — ABM Email Nurture Sequences type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-01-15-papertube-asymmetric-marketing-call-114564642.md tags: - email-nurture - abm - papertube - salesforce - lead-management - drip-campaigns - vertical-marketing layer: 2 client_source: null industry_context: null transferable: true --- # PaperTube — ABM Email Nurture Sequences ## Overview As part of the [[wiki/clients/papertube/index|PaperTube]] ABM strategy, vertical-specific email drip campaigns will be deployed to a curated list of ~400 contacts sourced via ZoomInfo. These sequences run parallel to LinkedIn ad campaigns and drive traffic to [[wiki/clients/papertube/abm-landing-pages|five vertical-specific landing pages]]. A key operational constraint is isolating this list from PaperTube's existing Salesforce automations. --- ## Campaign Design ### Audience - ~400 contacts compiled from ZoomInfo using the [[wiki/clients/papertube/icp|PaperTube ICP]] - Segmented across five verticals: Food & Beverage, Supplements & Wellness, Beauty & Personal Care, Ag, and Premium Lifestyle - Food & Beverage is the most heavily represented vertical in the initial list ### Content Strategy Each nurture sequence is tailored to the recipient's vertical. Content draws on the three core messaging pillars: 1. **Patented child-resistant technology** — relevant primarily for cannabis-adjacent contacts 2. **Brand-first approach** — targeting marketing personas rather than procurement/fulfillment 3. **Track record with artisan brands** — social proof via case studies and Trustpilot reviews Emails will include links to the corresponding vertical landing page as a resource and primary call to action (quote request). ### Content Sources - Blog case studies on the PaperTube website (each includes hero shots and customer quotes) - Trustpilot reviews (embed codes available via Parag's login — see [[#Action Items]]) - Website and Instagram imagery (approved for reuse by Parag) --- ## Salesforce Integration ### The Problem PaperTube's Salesforce instance has two active automations that could interfere with the ABM import: 1. **Generic drip campaign** — enrolls all contacts in the database; sends brand content, case studies, and blog references 2. **Super Round Robin app** — auto-assigns new leads to sales reps; historically triggers even on manual imports, not just web form submissions Importing 400 ABM contacts without safeguards risks flooding the sales team with unqualified assignments and enrolling targets in the wrong nurture track. ### Mitigation: ABM Lead Status A new **`ABM`** Lead Status value will be created in Salesforce. This status: - Identifies all imported ABM contacts as a distinct cohort - Excludes them from existing automation triggers (drip enrollment, round robin assignment) - Allows vertical-level reporting once `ABM Vertical` and `ABM Industry` fields are populated > **From the meeting:** *"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 ### Test Import Protocol Before importing the full list, a trial run of **10 leads** should be conducted to confirm: - No round robin assignment is triggered - No enrollment in the generic drip campaign occurs - The `ABM` Lead Status is correctly applied Only after a clean test should the remaining ~390 contacts be imported. --- ## Custom Fields To avoid conflicts with existing Salesforce field values (particularly `Industry`, which uses PaperTube's own taxonomy), new ABM-specific fields will be created: | Field Name | Purpose | |---|---| | `ABM Vertical` | Maps contact to one of the five campaign verticals | | `ABM Industry` | ZoomInfo-sourced industry classification (sits alongside existing `Industry` field) | | `ABM Lead Status` | New picklist value; isolates list from existing automations | | SIC Code | ZoomInfo-sourced; already present in export, to be included in import | | Revenue Range | Firmographic data for ICP validation and reporting | > Do not overwrite the existing `Industry` field — it may be referenced by active flows and automations. --- ## Relationship to Existing Campaigns PaperTube currently runs two Pardot campaigns: | Campaign | Trigger | Audience | |---|---|---| | Generic drip | Ongoing; all contacts | Anyone who has had contact or done business with PaperTube | | New lead engagement | Web quote form submission → round robin assignment | Net-new inbound leads; goal is to book a meeting | ABM contacts should remain **outside both of these** until they take a qualifying action (e.g., requesting a quote via a landing page). At that point, they can be transitioned to the appropriate active sales track. A future improvement noted in the meeting: existing customers should be segmented out of the generic drip and into a customer-specific nurture focused on expansion, reorders, and case studies — rather than top-of-funnel brand awareness content. --- ## Action Items - [ ] **Karly** — Create `ABM` Lead Status in Salesforce - [ ] **Karly** — Add `ABM Vertical`, `ABM Industry`, and SIC code fields to Salesforce (do not modify existing `Industry` field) - [ ] **Karly** — Add Asymmetric as a Lead Source value for tracking - [ ] **Karly** — Run trial import of 10 leads; confirm no round robin or drip triggers fire - [ ] **Karly** — Import remaining ~390 contacts after clean test - [ ] **Parag** — Provide Trustpilot login credentials to Mark/Karly for embed code access --- ## Related - [[wiki/clients/papertube/index|PaperTube Client Overview]] - [[wiki/clients/papertube/abm-strategy|PaperTube ABM Strategy]] - [[wiki/clients/papertube/abm-landing-pages|PaperTube ABM Landing Pages]] - [[wiki/clients/papertube/icp|PaperTube Ideal Customer Profile]] - [[wiki/knowledge/salesforce/lead-import-automation-risks|Salesforce Lead Import — Automation Risks]]