The Bluepoint ABM system is built on a custom Salesforce object (ABM Email) that manages personalized outreach sequences for Tier 1 accounts. The system was designed to give the client (Parag) a manual, reviewable workflow before full automation is introduced. As of the initial build, 23 of 50 target accounts are loaded with 137 email records.
This article documents the technical implementation: the custom object structure, the "Today's Actions" view, sequence management, and the loader script used to onboard new accounts.
See also: [1] | [2]
ABM EmailA custom Salesforce object named ABM Email was created to serve as the backbone of the outreach system. Each record represents a single outreach touchpoint for a specific account contact.
"When you do ABM, you're not technically doing ABM to a person." — Mark Hope
Each Tier 1 account receives a 6-step outreach sequence spread across 30 days:
| Step | Type | Notes |
|---|---|---|
| 1 | Initial personalized outreach | |
| 2 | Follow-up | |
| 3 | Follow-up | |
| 4 | Connection request or message | |
| 5 | Follow-up | |
| 6 | Final touch |
The LinkedIn step is surfaced as a task in the same "Today's Actions" view. Future iterations should include the contact's LinkedIn profile URL directly in the record to reduce friction.
The primary working view for the sales user. Filters ABM Email records to show only touchpoints due today. The user works through the list and sends each email via a quick action button — no manual email composition required.
A secondary view showing all touchpoints due within the current week. Useful for planning and prioritization.
An unfiltered view of all records. Can be filtered by sequence step (e.g., filter to Step 1 to see all initial outreach emails across accounts).
Before a new account can be loaded into the ABM system, the following must be in place in Salesforce:
ABM Tier 1 designationNote: As of the initial build, some accounts are missing strategy docs. These need to be created before those accounts can be fully activated.
Two documents should be attached to each account:
A loader script is used to bulk-create ABM Email records for a new account. Running the script against a properly configured account generates the full set of sequence records (typically 6 per primary contact, or up to 10 per account depending on configuration).
To run:
1. Confirm all onboarding requirements above are met
2. Execute the loader script against the target account
3. Verify the correct number of records appear in the All ABM Emails view
4. Check that scheduled send dates are correct
The loader script is documented in the internal process notes file:
Reports > ABM > Process Noteswithin Salesforce.
Tier 1 accounts use a manual send workflow — the user reviews and sends each email individually via the quick action button. This was a deliberate design choice to allow the client to understand and approve the system before automation is introduced.
Daily workflow:
1. Open the Today's Actions view
2. Click each record due today
3. Review the email body and recipient
4. Click the Send button (quick action)
5. Email sends; activity is logged to the account record
Sent emails and engagement data (delivered, opened, clicked) roll up to the associated Campaign record and are visible in Campaign Results.
The ABM app/object does not currently appear in the Salesforce App Launcher (nine-dot menu) by default. This is a known gap.
Workaround: Search for "ABM" in the global search bar to navigate to the object.
Planned fix: Update the app configuration to surface it in the App Launcher and assign a target icon to make it easily identifiable.
Tier 2 and Tier 3 accounts will use Pardot automation flows rather than the manual Salesforce workflow. Email copy for these tiers is being finalized by Voke; once delivered, Mark will build the flows and segment contacts appropriately.
Email format: Initially drafted as plain text. Under consideration: HTML emails styled to look like plain text, for deliverability and tracking benefits.
The long-term goal is to fully automate the Tier 1 send process, eliminating the manual click-to-send step. The model being developed for the Aviary project (HubSpot-based) serves as the reference implementation:
This approach will be adapted for Salesforce once the manual workflow is validated with the client.
| Metric | Value |
|---|---|
| Accounts loaded | 23 of 50 |
| Email records created | 137 |
| Missing strategy docs | Several |
| App Launcher visibility | Not configured |
| Tier 2/3 automation | Pending email copy from Voke |