Quarterly Marketing Review — 2026-04-02

Overview

Quarterly review with Parag Agrawal (PaperTube) covering four major areas: ABM campaign performance and follow-up workflow, re-engagement nurture campaign design, Google Ads audit and management handoff, and the ongoing WordPress/Shopify hybrid website discussion. The meeting resulted in Parag approving Asymmetric to take over Google Ads management and advancing the sample kit workflow to implementation. The website strategy remains under consideration pending a mock-up and internal discussion.

Attendees:
- Parag Agrawal — PaperTube (parag@papertube.co)
- Mark Hope — Asymmetric
- Karly Oykhman — Asymmetric
- Sebastian Gant — Asymmetric
- Isalia Ramirez — Asymmetric
- Avokerie Onorimuo — Asymmetric

Key Decisions

ABM Campaign Performance

Current stats (as of meeting date):
- 227 accounts enrolled
- 639 emails sent
- ~38% average open rate; 49–53% on early steps
- 2.5% click rate (understated — Apple privacy suppresses click tracking)
- Zero bounces, zero unsubscribes, zero bot activity

Top-engaging verticals: Alcohol/spirits, wine, coffee, matcha, hemp

Key insight: High open rates confirm message resonance, but engagement is passive. The team identified that waiting for inbound response from engaged accounts is insufficient — proactive outreach is needed.

Sample Kit Workflow (New)

Parag proposed using sample kits (~$20 cost: $10 kit + $10 shipping) as the follow-up hook for highly engaged accounts.

Trigger: 2+ clicks from a single contact
Flow:
1. Salesforce triggers an email to Samantha (fulfillment) with contact name and shipping address
2. Samantha ships the kit
3. 10-day follow-up task auto-created in Salesforce, routed to Parag for manual assignment to a sales rep
4. Sales rep calls with kit delivery as the conversation hook

"We send them an email and then we call — we wait until we think it's been delivered and then we start to call because now we've given them something and now we have a reason to call to follow up." — Mark Hope

Re-engagement Nurture Campaigns

Goal: Build industry-segmented email nurture flows for leads who have gone cold, covering two distinct audiences.

Segment 1 — Cold ABM Completers

• Contacts who finish the ABM sequence with low or no engagement
• Enrolled via Salesforce contact-based trigger (not lead stage, since ABM contacts are stored as Contacts, not Leads)
• Content: industry-specific awareness and education

Segment 2 — Warm-Turned-Cold Leads

• Contacts who previously engaged meaningfully (received a quote, got a sample kit) but went silent
• Enrolled via existing lead stage = "Nurturing" trigger
• Content: re-engagement messaging that acknowledges prior interaction

Exclusion rule: Contacts who receive a sample kit through the ABM workflow should be excluded from nurture enrollment — they are in active sales pursuit, not nurture.

Next step: Karly to draft emails for Segment 1 (ABM cold completers) first and send to Parag for review. Segment 2 content strategy to follow.

Google Ads Audit & Takeover

Asymmetric completed a full audit of PaperTube's Google Ads account prior to the meeting.

Current Account State

• Budget: ~$20,000/month (~$650/day)
• Campaigns: 2 P-Max, 1 DSA
• Impression share: 13–25% (significant room to grow without increasing budget)
• Impressions down, clicks flat → higher engagement rate, but reach is shrinking

Critical Issues Identified

Strategic Opportunities

• Brand campaign: Create a dedicated low-bid brand campaign; add "PaperTube" as a negative in all other campaigns
• Manual search campaigns: Build focused campaigns around top-performing non-brand keywords with dedicated landing pages
• Remarketing: Connect website visitor audiences to Google Ads
• Canada expansion: Test adding Canada to P-Max targeting
• SEO/Ads virtuous cycle: Use top organic keywords to inform ad campaigns; use top-converting ad keywords to inform SEO content

"The accounts that we do the best with — if you really pay attention to what's working with SEO and you take those learnings and you create new ad campaigns, and then you take the keywords that are performing well with your ads and you create organic copy — you create this virtuous cycle where everything benefits." — Mark Hope

Parag's Conditions for Handoff

• All recommended changes to be submitted for approval before implementation
• No changes made without prior discussion — Google Ads is currently PaperTube's primary revenue driver and past structural experiments caused significant traffic drops

Status: ✅ Approved. Formal proposal and fee email to follow from Mark Hope.

Website Strategy: WordPress/Shopify Hybrid

The Problem

PaperTube's current Shopify site attempts to serve two fundamentally different customer segments:
- Small e-commerce buyers (low volume, self-serve, high friction)
- Large B2B clients (high volume, custom needs, relationship-driven)

Serving both audiences from a single Shopify site limits SEO performance and creates a compromised experience for both segments.

Proposed Solution (Option C)

A hybrid model:
- WordPress front-end for content, SEO, and B2B-oriented landing pages
- Shopify retained as the e-commerce transaction layer for small buyers

Asymmetric's Rationale

• WordPress is significantly superior for SEO and content marketing
• Shopify's backend is difficult to audit and fix programmatically; WordPress allows AI-driven audits and rapid fixes
• The transition is reversible — traffic can be A/B split to de-risk the experiment

Parag's Hesitation

• The website is PaperTube's core business asset ("it is our business")
• Feels like a high-stakes, permanent decision despite reassurances it's reversible
• Wants to see results from current initiatives (ABM, ads) before committing to a larger structural change
• Needs to discuss internally with his team before deciding

"I'd like to have seen some success out of the other stuff we're doing to build some confidence... I'm still waiting for that to happen. So that's where it's coming from." — Parag Agrawal

Status

🟡 Pending. Asymmetric to deliver a high-level wireframe mock-up of the proposed landing page. Parag to review with internal team and return with a decision.

Action Items

• [ ] Build Salesforce sample kit workflow — trigger on 2+ clicks; email Samantha with contact/address; auto-create 7–10 day follow-up task; route to Parag for assignment (@Mark Hope)
• [ ] Draft ABM re-engagement emails by industry segment — send to Parag for review (@Karly Oykhman)
• [ ] Define ABM nurture enrollment rules — contacts vs. leads; exclude sample-kit recipients (@Karly Oykhman)
• [ ] Design high-level landing page wireframe (Option C) — send to Parag (@Mark Hope)
• [ ] Send Google Ads recommendations to Parag for approval — implement only after sign-off (@Karly Oykhman)
• [ ] Email Parag re: Google Ads management fee — await decision within one day (@Mark Hope)

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