---
title: Paper Tube Co Salesforce ABM Setup
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-02-12-papertube-asymmetric-marketing-call-121998867.md
tags:
- salesforce
- abm
- account-based-marketing
- papertube
- campaigns
- outbound
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Paper Tube Co Salesforce ABM Setup

## Overview

Asymmetric built out a full 250-account ABM infrastructure in PaperTube's Salesforce instance. Each account has a dedicated research document and campaign-level strategy document. Accounts are tiered by buying intent, with Tier 1 (50 accounts) designated for personal outreach by Parag and Tiers 2–3 routed to automated email sequences.

As of the strategy call, account-to-campaign linking was in progress and contact import/deduplication was being finalized.

---

## Account Tiers

| Tier | Count | Classification | Engagement Method |
|------|-------|----------------|-------------------|
| 1 | 50 | Sales Qualified | Personal outreach by Parag (email + LinkedIn) |
| 2 | 102 | Marketing Qualified | Automated email sequences |
| 3 | 95 | ABM Leads | Automated warming campaigns |

Tier assignment is based on buying signals identified during research: recent hires, news events, packaging pain points, sustainability commitments, and other indicators of near-term purchasing intent.

Accounts that engage with Tier 2/3 automated emails (clicks, site visits) are flagged for promotion to a higher tier.

---

## Data Structure

### Research Documents (per account)
Each of the 250 accounts has a research PDF attached to the **Salesforce Account record** containing:
- Company overview, website, HQ
- Recent product launches and sustainability commitments
- Current packaging analysis
- Distribution strategy and brand positioning
- Growth signals
- Decision-Making Unit (DMU): economic buyer, technical buyer, user buyer, champions
- Custom intelligence: hypothesized pain points, matched PaperTube case studies, sustainability angle, personalization hooks, "why now" hypothesis
- Sources

### Strategy Documents (per campaign)
Each account also has a campaign-level strategy document attached to its **Salesforce Campaign record** containing:
- Campaign strategy summary
- Lead contact rationale (who to approach first and why)
- Contact intelligence for each DMU member
- Day-by-day outreach sequence (email + LinkedIn touchpoints)
- Pre-written email copy with subject lines
- LinkedIn connection request copy
- Cadence rules (e.g., never two emails in the same week)
- Response pivot guidance
- Tracking instructions

---

## Salesforce Campaign Structure

- **Parent campaigns** exist for each tier (Tier 1, Tier 2, Tier 3)
- **Child campaigns** (one per account) nest under the appropriate parent
- Strategy documents are attached to child campaign records via the Files tab
- Research documents are attached to the corresponding Account record

### Outstanding Setup Tasks (as of call date)
- [ ] Link contacts to campaigns and accounts (import + deduplication in progress — [[clients/papertube/_index|Asymmetric: Mark Hope]])
- [ ] Verify account-to-campaign associations are complete
- [ ] Create and share Tier 1, 2, and 3 list views in Salesforce for Parag

---

## Parag's Tier 1 Outreach Workflow

To reduce friction for Parag's personal outreach across the top 50 accounts, Asymmetric is producing a **consolidated day-by-day execution document** covering 10–15 accounts at a time. Format:

- Day N: send this email to [Name] at [Company] — subject line and body copy included (copy-paste ready)
- Day N+X: send LinkedIn connection request to [Name] — message copy included
- No need to navigate individual strategy docs during execution

Parag does **not** require LinkedIn Sales Navigator to execute Tier 1 outreach, though Sales Navigator offers a Salesforce integration (LinkedIn messages sent directly from Salesforce) that would reduce context-switching if adopted later.

**Parag action item:** Add a title (e.g., "President") to his email signature so outreach does not read as coming from a sales rep.

---

## Related

- [[clients/papertube/_index|PaperTube Client Overview]]
- [[meetings/2026-04-05-papertube-abm-launch-website-migration|ABM Launch & Website Migration Call]]
- [[knowledge/marketing/abm-tiering-strategy|ABM Tiering Strategy]]
- [[knowledge/salesforce/campaign-structure-best-practices|Salesforce Campaign Structure]]