Paper Tube Co Salesforce ABM Setup

Overview

Asymmetric built out a full 250-account ABM infrastructure in PaperTube's Salesforce instance. Each account has a dedicated research document and campaign-level strategy document. Accounts are tiered by buying intent, with Tier 1 (50 accounts) designated for personal outreach by Parag and Tiers 2–3 routed to automated email sequences.

As of the strategy call, account-to-campaign linking was in progress and contact import/deduplication was being finalized.

Account Tiers

Tier assignment is based on buying signals identified during research: recent hires, news events, packaging pain points, sustainability commitments, and other indicators of near-term purchasing intent.

Accounts that engage with Tier 2/3 automated emails (clicks, site visits) are flagged for promotion to a higher tier.

Data Structure

Research Documents (per account)

Each of the 250 accounts has a research PDF attached to the Salesforce Account record containing:
- Company overview, website, HQ
- Recent product launches and sustainability commitments
- Current packaging analysis
- Distribution strategy and brand positioning
- Growth signals
- Decision-Making Unit (DMU): economic buyer, technical buyer, user buyer, champions
- Custom intelligence: hypothesized pain points, matched PaperTube case studies, sustainability angle, personalization hooks, "why now" hypothesis
- Sources

Strategy Documents (per campaign)

Each account also has a campaign-level strategy document attached to its Salesforce Campaign record containing:
- Campaign strategy summary
- Lead contact rationale (who to approach first and why)
- Contact intelligence for each DMU member
- Day-by-day outreach sequence (email + LinkedIn touchpoints)
- Pre-written email copy with subject lines
- LinkedIn connection request copy
- Cadence rules (e.g., never two emails in the same week)
- Response pivot guidance
- Tracking instructions

Salesforce Campaign Structure

• Parent campaigns exist for each tier (Tier 1, Tier 2, Tier 3)
• Child campaigns (one per account) nest under the appropriate parent
• Strategy documents are attached to child campaign records via the Files tab
• Research documents are attached to the corresponding Account record

Outstanding Setup Tasks (as of call date)

• [ ] Link contacts to campaigns and accounts (import + deduplication in progress — ^[1])
• [ ] Verify account-to-campaign associations are complete
• [ ] Create and share Tier 1, 2, and 3 list views in Salesforce for Parag

Parag's Tier 1 Outreach Workflow

To reduce friction for Parag's personal outreach across the top 50 accounts, Asymmetric is producing a consolidated day-by-day execution document covering 10–15 accounts at a time. Format:

• Day N: send this email to [Name] at [Company] — subject line and body copy included (copy-paste ready)
• Day N+X: send LinkedIn connection request to [Name] — message copy included
• No need to navigate individual strategy docs during execution

Parag does not require LinkedIn Sales Navigator to execute Tier 1 outreach, though Sales Navigator offers a Salesforce integration (LinkedIn messages sent directly from Salesforce) that would reduce context-switching if adopted later.

Parag action item: Add a title (e.g., "President") to his email signature so outreach does not read as coming from a sales rep.

Related

• ^[2]
• ^[3]
• ^[4]
• ^[5]