Overview

Call to finalize and launch the Tier 1 ABM email campaign, review ad spend strategy, and address a surge in bot traffic affecting PaperTube's site. Attendees: Parag Agrawal (PaperTube), Mark Hope, Karly Oykhman, Isalia Ramirez (Asymmetric).

Outcome: Tier 1 campaign approved for launch. Ad strategy shift agreed in principle. Cloudflare audit initiated.

Key Decisions

ABM Campaign — Tier 1 Launch Approved

• Launch the automated, personalized email campaign to the Tier 1 list (50 accounts) first.
• Rationale: gather performance data before expanding to the full 250-account list.
• Tier 2 and Tier 3 accounts will remain paused pending Tier 1 results.
• Emails will send automatically via a daily cron job at 8 AM. Parag opted for full automation over manual daily review.
• Parag can monitor sends via the "Today's Actions" and "This Week" views in Salesforce under the ABM Emails app.

Inbox Protection via papertube.pro

• All campaign emails will send from the papertube.pro domain (e.g., parag@papertube.pro) — already configured in Account Engagement.
• The domain redirects to the main site, so no traffic or brand equity is lost.
• Protects the primary papertube.co domain from deliverability damage (bounces, spam flags, unsubscribes).

Sender Identity — No Title in Signature

• Emails will be signed with Parag's name only, no title (e.g., not "Founder & CEO").
• Rationale: a CEO title on a cold outreach email can signal a small company and reduce perceived authenticity. The goal is for the email to feel like a thoughtful personal note.

Ad Spend Strategy Shift

• Current state: spend concentrated on Google Search, which skews toward smaller, lower-revenue customers.
• Agreed direction:
• Google Search: Optimize existing campaigns to improve ROI (cost per acquisition currently ~$85).
• Retargeting: Launch retargeting campaigns immediately — site visitors represent warm interest not currently being captured.
• Meta / YouTube: Prioritize for direct/SMB sales. Product is highly visual; Meta traffic is already showing up in Google Analytics organically. YouTube pre-roll ads (8-second) are cost-efficient (pay only on full view).
• LinkedIn: Target enterprise/large-brand buyers directly. Feed the ABM contact list to LinkedIn to build lookalike audiences and expand reach beyond the 250 known targets.

Website Security — Cloudflare Audit

• PaperTube is experiencing a bot traffic surge (began ~Feb 4–5) and Avast security warnings.
• Current Cloudflare setup exists but is not fully optimized; bot blocking is not effective.
• Asymmetric will audit the Cloudflare configuration to identify gaps and apply fixes (firewall rules, regex-based web rules, bot blocking by IP/region).
• Parag will grant Mark and Karly Cloudflare access.
• Longer-term: Parag is interested in migrating to Asymmetric's managed stack (WordPress + WooCommerce on WP Engine + Cloudflare) for layered security and performance. Asymmetric's hosted clients consistently score 99–100/100 on site health.

Action Items

Notes & Context

Salesforce ABM Setup

• Accounts are segmented by ABM Tier (1, 2, 3) using a custom field.
• Email records are accessible via the App Launcher → search "ABM" → ABM Emails.
• List views available: Today's Actions, This Week, All.
• Activity on each contact record will show email send history, open events, and engagement.

URSA Major — Flagged as Current Client

• Parag identified URSA Major on the Tier 1 list during the call. They are an active client and must be excluded immediately.
• Root cause: some accounts were merged from PaperTube's existing Salesforce data without Account Type set. Going forward, the send logic should filter on Type != Customer.

Cloudflare / Security Context

• PaperTube already has Cloudflare but lacks server-level layering. Asymmetric's stack adds: Cloudflare (edge) → WP Engine (server-level) → Rocket (CDN/edge caching).
• PaperTube has already blocked traffic from Colombia; bot traffic has since shifted to UK/Europe. Asymmetric may explore a papertube.co.uk subdomain strategy to allow more granular geographic filtering without blocking legitimate European traffic.
• Security headers improved from D → A grade during prior SEO work. Two headers still require Cloudflare-level access to implement.

Site Health Benchmarks

• Asymmetric-hosted clients: 99–100/100 health scores.
• PaperTube current score: ~99 (up from ~60s at engagement start), with 2 remaining 404s and some orphaned pages to resolve.
• Asymmetric uses Crawl Scout to submit daily indexing requests to Google for all unindexed pages.

Related

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