ABM Campaign Review — 2026-02-26

Overview

Weekly sync between Asymmetric (Mark Hope, Karly Oykhman, Sebastian Gant, Isalia Ramirez, Avokerie Onorimuo) and PaperTube (Parag Agrawal) to review initial ABM email campaign results and align on next steps across email, LinkedIn ads, and platform access.

Meeting recording: Fathom

Key Decisions

• Expand ABM email sequence to full 250-account list. Initial test batch showed early engagement (e.g., Bay State Wine & Spirits opened twice within hours of send). Karly and Mark agreed a larger dataset will produce more reliable performance metrics for future optimization. Parag deferred to the team's judgment.
• Defer automated engagement triggers for ~1 week. Rather than immediately creating sales tasks on 2+ clicks, the team will let the campaign run to establish a baseline engagement rate first, avoiding a flood of potentially low-value tasks.
• Rebuild LinkedIn landing pages in WordPress with Gravity Forms. LinkedIn ads were paused due to a conflict between Salesforce forms and the Shopify platform. New pages will integrate Gravity Forms → Salesforce and launch alongside new video creative.

Action Items

• [ ] Add clicks column to ABM dashboard (@Mark Hope)
• [ ] Create A record for papertube.pro → papertube.co (@Mark Hope)
• [ ] Connect ABM dashboard to Orbit monitoring tool (@Mark Hope)
• [ ] Launch ABM sequence to full 250 accounts; monitor for ~1 week; then decide on engagement trigger thresholds (@Mark Hope)
• [ ] Build WordPress landing pages with Gravity Forms + Salesforce integration; send to Parag for review; relaunch LinkedIn ads (@Karly Oykhman)
• [ ] Send 3 ad videos to Parag for review by Friday or early the following week (@Karly Oykhman)
• [ ] Provide Asymmetric with Meta Ads access; complete multi-person verification (@Parag)
• [ ] Cancel Thursday recurring call (@Karly Oykhman)
• [ ] Email Parag next week with ABM results + landing page/video updates in lieu of meeting (@Karly Oykhman)

Topics

ABM Email Campaign

Current state:
- 6-step personalized email sequence running via Salesforce, sending from papertube.pro to protect the primary domain's sender reputation.
- Replies auto-forward to Parag's inbox.
- A record for papertube.pro → papertube.co pending creation.
- List hygiene complete: only 2 undeliverable emails removed. Enrichment tool running to fill missing addresses.
- Each account has a research report (recent launches, growth signals, decision-making unit, personalization hooks, buying hypothesis) and a contact-level strategy document.

Decision — expand to 250 accounts:

"Even we'll still learn after these sequences are done. And it's not like these 250 are all inclusive… it'll give us a better range of data." — Karly Oykhman

Planned enhancements (deferred):
- Engagement triggers: Auto-create a sales task when a contact clicks 2+ times within a window. On hold for ~1 week to establish baseline.
- AI call prep agent: On-demand talking points generated from account research data, similar to Asymmetric's internal tool. Parag expressed strong interest.
- Secondary content flows: Trigger case study or ROI calculator sequences based on engagement signals from the primary sequence.

LinkedIn Ads Relaunch

Problem: LinkedIn ads were turned on then immediately paused. Salesforce-integrated forms conflicted with the Shopify platform, preventing lead capture.

Solution: Rebuild landing pages in WordPress using Gravity Forms (Asymmetric's standard stack), integrated with Salesforce. Existing ad campaigns remain paused and ready to reactivate once new URLs are in place.

Creative: Designers are producing 3 new ad videos in parallel. Target delivery to Parag for review: Friday 2026-02-28 or Monday 2026-03-02.

Note: Parag mentioned PaperTube's sales team is using ChatGPT to generate quick AI renderings of paper tubes in client contexts — a tactic generating strong prospect reactions. Karly flagged this as potential creative input for future ad assets.

Platform Access

Sebastian Gant (PPC specialist) introduced as additional account support, particularly for Meta and Google Ads if PaperTube expands into those channels.

Domain Security

PaperTube experienced a phishing incident: a bad actor registered papertube.us.com on January 22nd and immediately used it to impersonate PaperTube in emails to clients, attempting to redirect bank payments.

Recommendation from Karly: Use Pork Bun to proactively register similar/adjacent domains. No account required to purchase; domains can be parked without any setup and simply held to prevent impersonation.

"Somebody purchased [the domain] January 22nd and sent an email out right away." — Parag

See also: ^[1] (if created)

Attendees

Next Meeting

Thursday recurring call cancelled. Karly out the following week (Parag also at conference in LA). Communication to continue via detailed email update covering ABM performance data and new ad/landing page assets. Ad hoc meeting available on request.

Related: ^[2]