As part of the [1] ABM strategy, vertical-specific email drip campaigns will be deployed to a curated list of ~400 contacts sourced via ZoomInfo. These sequences run parallel to LinkedIn ad campaigns and drive traffic to [2]. A key operational constraint is isolating this list from PaperTube's existing Salesforce automations.
Each nurture sequence is tailored to the recipient's vertical. Content draws on the three core messaging pillars:
Emails will include links to the corresponding vertical landing page as a resource and primary call to action (quote request).
PaperTube's Salesforce instance has two active automations that could interfere with the ABM import:
Importing 400 ABM contacts without safeguards risks flooding the sales team with unqualified assignments and enrolling targets in the wrong nurture track.
A new ABM Lead Status value will be created in Salesforce. This status:
ABM Vertical and ABM Industry fields are populatedFrom the meeting: "I think a better idea is to create a new lead status that might be something like ABM. And that would be excluded from any other marketing activity while we're working it." — Mark Hope
Before importing the full list, a trial run of 10 leads should be conducted to confirm:
ABM Lead Status is correctly appliedOnly after a clean test should the remaining ~390 contacts be imported.
To avoid conflicts with existing Salesforce field values (particularly Industry, which uses PaperTube's own taxonomy), new ABM-specific fields will be created:
| Field Name | Purpose |
|---|---|
ABM Vertical |
Maps contact to one of the five campaign verticals |
ABM Industry |
ZoomInfo-sourced industry classification (sits alongside existing Industry field) |
ABM Lead Status |
New picklist value; isolates list from existing automations |
| SIC Code | ZoomInfo-sourced; already present in export, to be included in import |
| Revenue Range | Firmographic data for ICP validation and reporting |
Do not overwrite the existing
Industryfield — it may be referenced by active flows and automations.
PaperTube currently runs two Pardot campaigns:
| Campaign | Trigger | Audience |
|---|---|---|
| Generic drip | Ongoing; all contacts | Anyone who has had contact or done business with PaperTube |
| New lead engagement | Web quote form submission → round robin assignment | Net-new inbound leads; goal is to book a meeting |
ABM contacts should remain outside both of these until they take a qualifying action (e.g., requesting a quote via a landing page). At that point, they can be transitioned to the appropriate active sales track.
A future improvement noted in the meeting: existing customers should be segmented out of the generic drip and into a customer-specific nurture focused on expansion, reorders, and case studies — rather than top-of-funnel brand awareness content.
ABM Lead Status in SalesforceABM Vertical, ABM Industry, and SIC code fields to Salesforce (do not modify existing Industry field)