--- title: PaperTube Cold Lead Management Workflow type: article created: '2026-01-29' updated: '2026-01-29' source_docs: - raw/2026-01-29-papertube-asymmetric-marketing-call-118191901.md tags: - lead-management - salesforce - cold-email - linkedin-ads - papertube - sales-process layer: 2 client_source: null industry_context: null transferable: true --- # PaperTube Cold Lead Management Workflow ## Overview PaperTube's existing sales process is optimized for warm, inbound leads — form fills from prospects who found PaperTube organically — and achieves roughly 30–35% conversion to opportunity. That process is intentionally lightweight: a lead enters via round robin, a rep sends a working drip, and a discovery call is the goal. The cold email and LinkedIn ad campaigns generate a fundamentally different type of lead: earlier-stage, lower-intent, and requiring more nurturing before a rep should invest time. This article documents the structured workflow designed to bridge that gap — from initial marketing contact through to sales handoff. Parag (PaperTube) will personally manage this process initially to validate and refine it before scaling to the sales team. --- ## The Problem with the Existing Process The current flow assumes the prospect has already raised their hand. Applied to cold/marketing leads, it would result in: - Reps working leads that aren't ready, burning time and goodwill - No consistent qualification gate before sales engagement - Loss of signal from engagement data (email opens, page visits) that could indicate readiness > *"Right now, what we have is a little bit loose. And I think we suffer from that. So for these where we certainly think they're going to be higher quality leads in general, we're obviously spending more to get them — I would like to see how we lay out a thoughtful process and execute on it."* > — Parag Agrawal --- ## Lead Entry Point Cold and marketing leads are loaded into Salesforce under Asymmetric's ownership (Karly's name) and enrolled in the Account Engagement (Pardot) email sequences. They are **not** immediately assigned to a sales rep or entered into the round robin. The sender persona for outbound emails is **"Kate"** (`kate@papertube.co`), a neutral name chosen to avoid conflicts with existing rep names. Replies auto-forward to Parag. --- ## Trigger Events: "Needs Review" Status A lead is flagged as **Needs Review** in Salesforce when any of the following occur: | Trigger | Signal Strength | |---|---| | Form fill (landing page or main website) | 🔴 Hot — treat like current inbound process | | > 5 emails opened in the sequence | 🟡 Warm — showing sustained interest | | ≥ 2 visits to a landing page | 🟡 Warm — active research behavior | A Salesforce notification fires when a lead hits any trigger. A dedicated lead list view surfaces all "Needs Review" leads for Parag to review. **Note on form fills:** A form fill from a cold lead is functionally equivalent to the warm inbound leads PaperTube already handles well. These should be prioritized and can likely follow the existing discovery-call process with minimal modification. --- ## Review & Qualification Steps When a lead enters "Needs Review," Parag (initially) evaluates: - **Form fill content** — what did they ask for, what vertical, what quantities? - **Engagement history** — which emails opened, how many landing page visits, which pages? - **Company & role fit** — does the company profile match target ICP (size, industry, job title)? Asymmetric will document the specific qualification criteria and scoring as the process is refined. --- ## Handoff to Sales The handoff point and handoff process are still being developed. Key design principles agreed upon: - The process should be **more structured** than the current loose round robin - Parag will run the early-stage engagement himself to learn what works before delegating - Once the process is validated, it will be documented and taught to the sales team - LinkedIn InMail and other channels may be incorporated as additional touches (5–7 touches are typically needed for cold leads) Asymmetric is responsible for drafting the full workflow document, including qualification steps and the formal handoff procedure. --- ## Salesforce Implementation - **Lead ownership:** Asymmetric (Karly) during nurture phase - **Status field:** "Needs Review" added to lead status picklist - **List view:** Filtered view for Parag showing all "Needs Review" leads - **Notification:** Automated Salesforce email alert on trigger event - **Existing drip:** "Working Drip" in Account Engagement — review engagement metrics to benchmark against new cold sequences --- ## Related Context - [[wiki/clients/papertube/_index]] — Client overview - [[wiki/meetings/2026-01-29-papertube-asymmetric-marketing-call]] — Source meeting notes - The LinkedIn ad campaigns target the same company names and job titles as the cold email list, creating parallel touchpoints without direct individual targeting - A separate marketing domain (not `papertube.co`) will be used for cold sends to protect the primary domain's sender reputation — DNS setup pending Mark's involvement in the next call --- ## Open Items - [ ] Asymmetric to draft full lead engagement workflow (post-trigger steps through sales handoff) - [ ] Asymmetric to review Account Engagement drip metrics and share findings with Parag - [ ] Parag to create `kate@papertube.co` and configure auto-forward - [ ] Mark (DNS expert) to join next call to configure separate marketing send domain