--- title: Paper Tube Co — Salesforce CRM Integration & ABM Setup type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-02-26-papertube-asymmetric-marketing-call-125640117.md tags: - salesforce - abm - crm - email-campaign - wordpress - gravity-forms - papertube layer: 2 client_source: null industry_context: null transferable: true --- # Paper Tube Co — Salesforce CRM Integration & ABM Setup ## Overview This article documents the Salesforce CRM architecture built for Paper Tube Co's account-based marketing (ABM) program, including the custom email object, account engagement tracking, and the planned WordPress/Gravity Forms integration for LinkedIn ad landing pages. See also: [[clients/papertube/index]] and [[meetings/2026-02-26-papertube-abm-campaign-review]]. --- ## Custom ABM Email Object A custom Salesforce object (`ABM Emails`) was created to manage the outbound personalized email sequences. Key design decisions: - **6-step sequence** per account contact, with configurable wait periods between steps - Each ABM contact record holds its own sequence state (current step, scheduled send dates) - A background process iterates through contacts and fires sends at the appropriate intervals - **Fallback logic:** if the primary contact unsubscribes or fails to engage, the sequence automatically rolls to the secondary contact; accounts may have up to six contacts on file ### Sending Domain Outbound emails are sent from `papertube.pro` (not `papertube.co`) to protect the primary domain's sender reputation. Replies are auto-forwarded to Parag Agrawal's inbox. An A record for `papertube.pro` is being created to redirect any direct web traffic to `papertube.co`. > **Note:** `papertube.pro` is a purpose-built sending domain — treat its DNS configuration as operationally sensitive. See [[knowledge/domain-security/protective-domain-registration]] for context on the related phishing incident involving `papertube.us.com`. --- ## Account Engagement Tracking ### ABM Email Performance Dashboard A Salesforce dashboard surfaces engagement data per account: | View | What It Shows | |---|---| | Engagement Summary | Opens (and planned: clicks) by account | | Send Schedule by Week | Upcoming sends across the full list | | Send Schedule by Account | Per-account sequence timeline | | Last Step Completed | Current sequence position per contact | **Planned enhancement:** Add a dedicated clicks column alongside opens to better distinguish passive engagement from active interest. ### Engagement Trigger Logic (Deferred) Automated task creation for highly engaged accounts (e.g., 2+ clicks within a time window) is architecturally ready but intentionally deferred for ~1 week after full list launch. Rationale: allow a baseline engagement rate to establish before generating sales tasks, avoiding a flood of low-signal notifications. When enabled, the trigger will create a Salesforce task (e.g., "Highly Engaged Account — Call") assigned to the relevant sales rep. ### Secondary Sequence Automation (Planned) Once baseline data is available, a secondary content flow can be triggered by engagement events — for example, routing highly engaged contacts into a case study or ROI calculator sequence rather than continuing the standard cadence. --- ## Account Research Data in CRM Each ABM account record has two associated documents: 1. **Research Report** — attached at the account level; includes recent product launches, sustainability signals, current packaging/distribution/brand positioning, growth signals, decision-making unit, AI-generated custom intelligence, personalization hooks, case study match angles, and a purchase hypothesis with sources. 2. **Strategy Document** — attached at the primary contact level; contact-specific outreach strategy. ### Planned: Inline Data Extraction Key fields from the research report will be extracted into structured Salesforce fields on the account record, so reps can review high-level intelligence without opening the full document. A collapsible section at the bottom of the account layout is the proposed UI pattern. ### Planned: AI Call Prep Agent An AI agent (modeled on Asymmetric's internal tool) would generate talking points on demand before a sales call — pulling from account data, research reports, and recent engagement history. Triggered by a button on the account record. --- ## WordPress / Gravity Forms Integration (In Progress) LinkedIn ad campaigns were paused due to a conflict between Salesforce-integrated forms and the Shopify platform. The resolution is to rebuild landing pages outside of Shopify: | Component | Detail | |---|---| | Platform | WordPress (new environment, in build) | | Form tool | Gravity Forms (Asymmetric standard) | | CRM integration | Gravity Forms → Salesforce | | Status | In development as of 2026-02-26; target review date Friday 2026-02-28 or Monday 2026-03-02 | Once landing pages are approved by Parag, LinkedIn ads will be re-enabled with new video creative (3 videos in production for the active ad sets). --- ## Access & Permissions | System | Status | |---|---| | Google Tag Manager | Admin access granted to Asymmetric (2026-02-26) | | Meta Ads | Access requested; pending Meta's multi-person verification process (Parag to complete) | | Salesforce | Asymmetric managing; custom objects and dashboards in place | --- ## Data Hygiene Notes - Full ABM list: 250 accounts - Email hygiene pass completed: 2 undeliverable addresses removed - Enrichment tool running to fill missing email addresses for contacts without one - List assessed as clean and ready for full deployment --- ## Related - [[clients/papertube/index]] - [[meetings/2026-02-26-papertube-abm-campaign-review]] - [[knowledge/domain-security/protective-domain-registration]] - [[knowledge/abm/engagement-trigger-patterns]] - [[knowledge/salesforce/custom-objects]]