wiki/knowledge/outbound-sales/papertube-abm-target-profile.md · 596 words · 2026-04-05

PaperTube ABM Target Profile & Verticals

Overview

This article documents the target account profile developed for PaperTube's first ABM campaign. The profile was derived by analyzing PaperTube's existing top customers in Salesforce using Claude, identifying shared patterns, and translating those into actionable ZoomInfo search criteria.

Ideal Customer Profile

PaperTube's best-fit customers share the following characteristics:

Need for premium brand packaging — packaging is a meaningful part of their brand identity, not a commodity purchase
Regulatory or safety requirements — child-resistant packaging is a differentiator with limited competition; verticals with compliance needs are high-priority
Mid-market company size — large enough to have packaging budgets, small enough to not be locked into enterprise suppliers

Key Verticals (Four Identified)

Claude's analysis of PaperTube's top Salesforce customers identified four primary verticals. These should be confirmed and named with the client, but the NAICS codes below reflect the initial ZoomInfo search:

Vertical	Notes
Cannabis / CBD	Child-resistant packaging is often legally required; strong brand differentiation need
Specialty Food & Beverage	Premium unboxing experience; gift and retail packaging
Health & Wellness / Supplements	Compliance-adjacent; premium positioning
Cosmetics / Personal Care	Brand packaging is core to product experience

Note: Specific NAICS codes were loaded into ZoomInfo for the initial search. Job titles were not included in the first pass and should be added to refine the list further.

ZoomInfo Search Parameters

Initial Search (Broad — Save, Don't Delete)

Filters applied: NAICS codes (four verticals), U.S. geography, email available
Result: ~7,500 contacts
Status: Too large for first campaign; saved for future use

Target Search (Campaign-Ready — ~500 Contacts)

Narrow the broad list using the following filters:

Filter	Guidance
Likely to Engage	Use ZoomInfo's "fire" icon indicator on contact records; prioritizes contacts with high email/phone responsiveness
Geography	Focus on a specific U.S. region for the first wave
Company Size	Filter by employee count or revenue to exclude micro-businesses and enterprise accounts
De-duplication	Limit to one contact per company (apply at download or via ZoomInfo exclusion lists in the Discover tab)
Job Titles	Add buyer persona titles (e.g., VP Marketing, Director of Packaging, Brand Manager) — not yet applied

Known List Quality Issues

Some companies in the broad list are poor fits despite matching NAICS codes (e.g., PJ's Coffee — limited packaging brand opportunity)
Manual spot-checking is expensive; use the engagement and size filters as a proxy for fit before manual review

Buyer Personas

Buyer titles have not yet been formally defined for this campaign. The next step is to identify the 2–3 job titles most likely to own packaging decisions within each vertical. Likely candidates:

VP / Director of Marketing
Brand Manager
Director of Operations or Procurement
Founder / CEO (at smaller companies)

Action Items

[ ] Add job title filters to ZoomInfo search (@Karly Oykhman)
[ ] Narrow list to ~500 contacts using engagement, geography, and size filters; save broad search (@Karly Oykhman)
[ ] Confirm four verticals with PaperTube client before campaign launch (@Mark Hope / @Karly Oykhman)
[ ] Define 2–3 buyer persona titles per vertical (@Karly Oykhman)

^[3] — child-resistant packaging as differentiator; competitive analysis findings
^[2] — general ZoomInfo list-building playbook
^[1]