A traditional email nurture campaign is being built for all Paper Tube Co contacts who are not enrolled in the [1]. This serves as a parallel track to ABM — broader in reach, less personalized, but designed to keep the full contact database warm and move prospects through the funnel over time.
The campaign is being developed alongside the ABM expansion and is expected to require 2–3 weeks of send data before meaningful performance conclusions can be drawn.
Paper Tube Co's primary lead sources (Google Ads and organic SEO) are in decline. The nurture campaign is one of five initiatives in the [2] designed to diversify lead flow and re-engage the existing contact base.
The ABM program targets a curated list of high-value accounts with highly personalized, multi-touch email sequences. The nurture campaign fills the gap: contacts associated with target accounts who are not receiving ABM emails, as well as the broader contact database, will be enrolled here.
"We're in the process of pulling in some additional contacts from all the target accounts that we are working on into those kind of more traditional nurture campaigns that we have developed."
— Karly Oykhman, strategy call
These two programs are intentionally kept separate:
| Dimension | ABM Program | Nurture Campaign |
|---|---|---|
| Targeting | ~500 curated accounts | All remaining contacts |
| Personalization | High (company- and contact-specific) | Standard segmentation |
| Sequence length | 12–15 touches | TBD |
| Salesforce trigger | Excluded when marked SQL | TBD |
Contacts should not appear in both programs simultaneously. The Salesforce automation being built for ABM exclusions (ABM checkbox + Contact Stage field) may inform similar suppression logic for the nurture campaign as it matures.