PaperTube Salesforce Campaign Tier Structure

Overview

During an internal sync between Mark and Karly, the team decided to restructure PaperTube's Salesforce / Account Engagement campaign hierarchy from a vertical-based model to an ABM tier-based model. This change aligns campaign reporting with the new ^[1] hybrid ABM strategy and makes performance tracking more meaningful.

Previous Structure

The original campaign hierarchy was organized by industry vertical:

Asymmetric ABM (Parent)
├── Premium Food & Beverage
├── Supplements
├── Farm Style
└── [other verticals...]

Each vertical campaign contained individual account-level child campaigns. While this provided vertical-level rollups, it did not reflect the core ABM distinction that matters most: how much personalization and effort is being applied to each account.

New Structure

The restructured hierarchy organizes campaigns by ABM engagement tier:

Asymmetric ABM (Parent)
├── ABM Tier 1
├── ABM Tier 2
└── ABM Tier 3

Each account is assigned to a tier based on its priority ranking, and all campaign activity rolls up accordingly.

Tier Definitions

See ^[2] for the full strategic rationale behind this tiering approach.

Rationale for the Change

• ABM reporting should reflect effort level, not vertical. Knowing that Tier 1 outperforms Tier 3 is more actionable than knowing Food & Beverage outperforms Supplements, because tier is something the team can directly control and optimize.
• Vertical segmentation is still captured at the account level via Salesforce fields, so vertical-based analysis remains possible without needing it baked into the campaign hierarchy.
• Cleaner rollups. A three-tier structure is simpler to maintain and easier to present to the client in reporting reviews.

Implementation Notes

• API access was re-established using a new Salesforce security token (reset via Settings → Reset My Security Token) prior to restructuring. This unblocked programmatic campaign creation and management.
• Mark took ownership of rebuilding the campaign structure and committed to notifying Karly once the Tier 1 / Tier 2 / Tier 3 campaigns were created in Account Engagement.
• The previous vertical campaigns (Premium Food & Beverage, Supplements, Farm Style, etc.) were created via API in an earlier session and will be superseded by the new tier structure.

Action Items (as of meeting)

• [x] Reset Salesforce security token to restore API access — Karly
• [ ] Restructure Account Engagement campaigns into ABM Tier 1, Tier 2, Tier 3 — Mark
• [ ] Notify Karly when new tier structure is live — Mark

Related

• ^[3]
• ^[2]
• ^[4]
• ^[5]