--- title: Paper Tube Co — ABM Targeting Strategy type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-01-08-launch-call-w-paper-tube-co-112763223.md tags: - abm - targeting - outbound-sales - lookalike-modeling - client:paper-tube-co - linkedin - email-outreach - verticals layer: 2 client_source: null industry_context: null transferable: true --- # Paper Tube Co — ABM Targeting Strategy Developed during the January 2026 launch call, this ABM strategy defines how to identify, prioritize, and approach high-value accounts for Paper Tube Co (PTC). The approach combines three primary targeting methods with a tiered account list structure and vertical-specific messaging. See also: [[wiki/clients/paper-tube-co/index]] | [[wiki/knowledge/outbound-sales/papertube-abm-value-proposition]] | [[wiki/knowledge/outbound-sales/papertube-abm-launch-plan]] --- ## Spend Threshold & Account Tiers The qualifying threshold for ABM targeting is **$25k+ annual packaging spend**. This reflects PTC's internal 80/20 dynamic: roughly the top 20% of customers (those at $25k+) generate approximately 80% of revenue. The long-term aspiration is to grow accounts toward $100k+, where only ~5 clients currently sit. **Bullseye list:** ~100 accounts **Second ring:** ~500 accounts **Outer ring:** ~2,000 accounts Work the bullseye first. Pull from the next ring as the inner list is exhausted or as learnings shift priorities. > *"It really starts at like $25,000 and above is where I feel like that line is kind of where we have like substantial amount of our customers in our business."* — Parag Agrawal, PTC --- ## Primary Targeting Methods ### 1. Intent-Based Targeting Identify companies actively researching: - Custom packaging - Brand-specific or elevated packaging - EPR compliance (particularly relevant for companies with $5M+ in sales, where EPR regulations begin to apply) EPR is a moving target across states but is growing in relevance. PTC's paper-based products are a natural fit for companies looking to reduce EPR liability relative to plastic alternatives. ### 2. Trigger-Based Targeting Target accounts experiencing signals that indicate a packaging decision is likely: - **New leadership** — incoming executives looking to make an impact - **New product launches** — established companies launching new SKUs (not early-stage startups) - **Market expansion** — companies entering new geographies or customer segments ### 3. Lookalike Modeling Pull PTC's **top 10–15 clients from Salesforce** and build a profile of shared firmographic and behavioral characteristics. Use this to identify net-new accounts that resemble proven high-value customers. Key reference account: **French Broad Chocolate** (Asheville, NC) — ~$100k/year client in the artisan chocolate space. Lookalikes in premium food and beverage are a validated direction. --- ## Secondary / Supporting Targeting Dimensions These are not primary drivers but serve as filters or fallback methods: - **Vertical-specific messaging** — Tailor outreach copy and landing pages to the specific vertical being targeted (see vertical map below) - **Job description mining** — Identify target personas within accounts by scanning for specific job titles (e.g., Brand Manager, VP Marketing, CMO) --- ## Target Personas | Priority | Persona | Rationale | |---|---|---| | Primary | Branding / Marketing departments | Packaging is a brand decision; these are the influencers who feel the ROI argument most acutely | | Secondary | CEOs at smaller companies | Decision-makers who wear multiple hats; more likely to control both marketing and procurement budgets | The goal is to reach marketing as the **influencer** and route through to purchasing or operations as the **decision-maker**. --- ## Vertical Map Approved verticals with notes from Parag's feedback: ### Food & Beverage - **Tea** ✅ — High growth; PTC seeing increased inbound (e.g., Razi Tea). Both loose leaf and tea bag formats viable. - **Artisan Chocolate** ✅ — French Broad Chocolate is the anchor lookalike. Niche but high-volume spend is possible. - Other F&B sub-segments reviewed but deprioritized (e.g., honey — too niche at target spend levels). ### Spirits - **Non-alcoholic spirits / mocktails** ✅ — High growth, crowded market where packaging differentiation matters. PTC has no current clients here; greenfield opportunity. - Traditional spirits (whiskey, wine) — some existing clients, but category is declining overall. ### Beauty & Personal Care - **Luxury cosmetics & fragrances** ✅ — Strong fit; high brand investment, premium price points. - **Luxury hair tools** ⚠️ — Harder to penetrate; much of this category is manufactured in China and packaging is bundled at the factory level. - Indie skincare — likely too small for $25k+ threshold. ### Health & Wellness - **Protein powder** ✅ — Active inbound trend. Brands positioning around clean/natural ingredients want packaging to match. Vital Proteins' move to paper packaging is a market signal. Note: tubes may require food-safe linings, which reduces eco-friendliness optics. ### Home & Lifestyle - **Luxury pet accessories / pet supplements** ✅ — Emerging opportunity; PTC has done some pet treats. Worth exploring larger players. - Candles — deprioritized (lower margin, smaller spend). ### Fashion Accessories - **Luxury jewelry** ✅ — High price points justify premium packaging investment (Tiffany box analogy). - **Designer eyewear** ✅ — Similar logic; brand-forward, high-margin products. - Credit card welcome kits — speculative; needs market sizing research. ### Cannabis - **Cannabis** ✅ — Remains a key vertical; PTC's largest client is in cannabis. Market is consolidating post-boom, but federal legalization momentum could be a tailwind. Farm bill impact is limited to a specific sub-segment not affecting PTC's current clients. ### Hospitality - **Spas** ✅ — Retail product sales at spas (salts, treatments, etc.) are a natural fit for premium tube packaging. ### Tech & Electronics - ⚠️ — Generally harder to penetrate due to China-based manufacturing bundling packaging with product. Worth a small test but not a priority. --- ## Account List Build Process 1. Pull top 10–15 clients from Salesforce (by revenue) 2. Analyze firmographics, product categories, and brand positioning 3. Build lookalike profile 4. Compile initial bullseye list (~100 accounts) across priority verticals 5. Layer in intent signals and trigger events 6. Assign personas and map to contact targets within each account **Owner:** Karly Oykhman (AAG) **Tool:** Salesforce + Account Engagement --- ## Related - [[wiki/knowledge/outbound-sales/papertube-abm-value-proposition]] — Three-pillar messaging framework (Packaging as Performance, Experiential Unboxing, Sustainability/EPR) - [[wiki/knowledge/outbound-sales/papertube-abm-launch-plan]] — Email/LinkedIn test-then-scale launch sequence and Shopify landing page strategy - [[wiki/clients/paper-tube-co/index]] — Client overview, contacts, active projects