PaperTube ABM Campaign Performance & Workflow

Overview

As of the April 2026 quarterly review, PaperTube's ABM campaign is showing strong early engagement metrics, with open rates well above industry benchmarks. Engagement is concentrated in the alcohol and food verticals. The next phase focuses on converting that engagement into pipeline through a Salesforce-triggered sample kit workflow and structured follow-up calls.

See also: ^[1] | ^[2]

Campaign Performance (as of 2026-04-02)

Engagement by Vertical

High-engagement accounts are concentrated in:

• Alcohol / spirits / wine — multiple distilleries, wine companies, liquor brands
• Food & beverage — coffee companies, matcha, chocolates, Liquid IV
• Hemp — one highly engaged account noted

This vertical clustering is actionable signal: alcohol and food brands appear to have the strongest product-market fit for PaperTube's packaging offering, likely because differentiated packaging is a competitive lever in those categories.

Sample Kit Trigger Workflow

Rationale

High email engagement (opens + clicks) without a sales response risks losing warm leads to inertia. A physical sample kit (~$20 all-in) provides a tangible touchpoint and creates a natural reason for a follow-up call.

Trigger Criteria

• 2 or more clicks on ABM sequence emails

Workflow Steps

1. Salesforce trigger fires → sends email notification to Samantha (fulfillment) with contact name and shipping address; Parag copied
2. Samantha ships kit via standard fulfillment process (same flow as rep-initiated kits; routed through Shopify)
3. 10-day follow-up task auto-created in Salesforce for a sales call
4. Parag manually assigns follow-up calls (not round-robin) to maintain quality control

Cost

• ~$10 kit + ~$10 shipping = ~$20 per kit
• Justified for accounts showing 2+ clicks; not sent to all openers

Status

Action item open: Mark Hope to build the Salesforce flow (trigger → Samantha email → follow-up task creation → route to Parag for assignment).

Re-engagement Nurture: Enrollment Logic

Contacts completing the ABM sequence without triggering the sample kit workflow (low or no engagement) will roll into a separate industry-segmented nurture flow. Key enrollment rules being defined:

• ABM contacts in Salesforce are stored as Contacts, not Leads — the standard lead-stage nurture trigger does not apply; enrollment criteria must be set separately
• Exclude any contact who has already received a sample kit (to avoid redundant outreach)
• Two distinct segments will be built:
  1. Cold leads — finished ABM sequence with no/low engagement → industry-specific awareness content
  2. Warm-to-cold leads — previously engaged (received quote, had calls) but went silent → content that re-addresses their prior interest

Action item open: Karly Oykhman to draft ABM re-engagement emails by industry and define enrollment rules; send to Parag for review.

See also: ^[3]

Key Decisions (2026-04-02)

• ✅ Salesforce sample kit workflow approved; Mark Hope to build
• ✅ Parag will personally assign follow-up calls (not automated round-robin)
• ✅ Re-engagement nurture will include a second segment for warm-to-cold leads, not just post-ABM cold contacts
• 🔲 Enrollment rules and email drafts pending Karly's next deliverable

Notes & Context

• Parag noted that the existing nurture campaign "throws everybody in" without segmentation — the new flows are a deliberate improvement on that
• The sample kit is already a proven sales tool internally; reps send them regularly and they generate strong reactions ("oohs and aahs")
• Apple Mail Privacy Protection is suppressing click data — actual engagement is likely higher than the 2.5% click rate suggests; opens are a more reliable signal in this account