---
title: ABM Program Expansion — Paper Tube Co
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-19-papertube-asymmetric-marketing-call-131261419.md
tags:
- client:papertube
- abm
- email-marketing
- salesforce
- outbound-sales
layer: 2
client_source: null
industry_context: null
transferable: true
---

# ABM Program Expansion — Paper Tube Co

## Overview

As part of PaperTube's broader 5-point growth strategy, the ABM program is being scaled both vertically (more accounts) and horizontally (more touchpoints per account). Early results are positive, and the expansion is designed to increase pipeline pressure while adding Salesforce automation to prevent marketing/sales overlap.

See also: [[clients/papertube/index]] | [[knowledge/outbound-sales/abm-salesforce-exclusion-automation]]

---

## Current State (as of call)

| Metric | Value |
|---|---|
| Accounts in sequence | 227 |
| Emails sent | ~400 |
| Open rate | ~17% |
| Sequence length | 6–7 touches |
| Current step | Step 4 |

**Note on open rate:** Apple Mail Privacy Protection suppresses open and click data for Apple device users. Actual engagement is estimated to be **20–25% higher** than reported figures. A 17% reported open rate likely reflects ~21–22% true engagement.

---

## Expansion Plan

### Vertical Growth — More Accounts
- Increase target account list from **227 → 500 accounts**
- New accounts are being built out with the same personalized email format (name, company, pain points, existing products referenced)
- Timeline: accounts to be added within days of the call

### Horizontal Growth — Longer Sequences
- Extend the email sequence from **6–7 touches → 12–15 touches**
- Rationale: conventional wisdom holds that 7 touches are typically needed before a response; the program hasn't reached that threshold yet for most accounts
- It is too early to draw conclusions about conversion rates — engagement signals are present but the sequence needs to run longer

### Contact Strategy Within Accounts
- **If a contact is engaged:** do not add additional contacts from the same company (avoid the "carpet bombing" perception)
- **If no contact is engaged:** move to the next contact at that account and continue down the list

---

## Salesforce Automation — SQL Exclusion

### Problem
A PaperTube sales rep met a contact from the **Spiceology** account at a trade show and began a direct sales engagement. The contact was still receiving ABM emails, creating an awkward overlap between sales and marketing outreach.

### Solution
Build an automated rule in Salesforce to stop ABM emails for any account/contact that has entered an active sales process.

**Fields to create:**
1. **`ABM Contact` checkbox** — on the Contact object, mappable to the Account level
2. **`Contact Stage` picklist** — values: Lead → Marketing Qualified → Sales Qualified → Opportunity (standard lifecycle stages)

**Rule logic:** When `Contact Stage` = *Sales Qualified Lead*, suppress all ABM email sends for that contact/account.

**Benefit:** Sales reps simply update the stage field when they take ownership of a relationship; marketing automation stops immediately without manual intervention.

### Immediate Action
- **Karly** to manually remove Spiceology from the active ABM sequence before the automation is built
- **Karly** to create the `ABM Contact` checkbox and `Contact Stage` fields in Salesforce

---

## Nurture Campaign (Parallel Track)

Contacts that are in the target account universe but *not* enrolled in the ABM sequence will be pulled into a **traditional email nurture campaign**. This is a separate, lower-touch track being built out concurrently by Karly. It will take a few weeks to accumulate meaningful data.

ABM remains the higher-priority track due to its personalization and targeting depth.

---

## Human-in-the-Loop Consideration

The current ABM program is fully automated. A future enhancement would introduce a **sales rep trigger point**: when a contact reaches a defined engagement threshold (e.g., multiple clicks, repeated opens), an alert fires and a rep reaches out directly. This bridges the gap between automated nurture and live sales engagement without requiring reps to monitor the queue manually.

---

## Action Items

| Owner | Task | Status |
|---|---|---|
| Karly Oykhman | Manually remove Spiceology from ABM sequence | ☐ Open |
| Karly Oykhman | Create `ABM Contact` checkbox field in Salesforce | ☐ Open |
| Karly Oykhman | Create `Contact Stage` picklist field in Salesforce | ☐ Open |
| Karly Oykhman | Build ABM exclusion rule triggered by SQL stage | ☐ Open |
| Mark Hope | Expand account list to 500; extend sequence to 12–15 touches | ☐ Open |

---

## Related

- [[clients/papertube/index]]
- [[knowledge/outbound-sales/abm-apple-mail-open-rate-adjustment]]
- [[knowledge/outbound-sales/abm-salesforce-exclusion-automation]]
- [[meetings/2026-04-05-papertube-5-point-marketing-plan]]