Overview

Kickoff meeting to review and align on the Account-Based Marketing (ABM) strategy for ^[1]. Strategy was approved. Discussion covered ICP refinement, five target verticals, execution channels (landing pages, LinkedIn ads, email nurture), and Salesforce integration requirements for importing a 400-contact prospect list.

Attendees:
- Parag Agrawal — PaperTube (client)
- Mark Hope — Asymmetric
- Karly Oykhman — Asymmetric
- Isalia Ramirez — Asymmetric

Key Decisions

Strategy Approved

The ABM strategy is approved. Focus is on a "bullseye" of high-value, founder-owned DTC brands with a brand-first message. Outer rings of the target can be expanded later as the campaign matures.

ICP to Be Rebuilt from Account Forecast Report

The current ICP was built from the Salesforce Reward Level field, which Parag flagged as inaccurate — it was missing key top customers. The ICP will be rebuilt using the Account Forecast Salesforce report, which aggregates total revenue by year and surfaces the true top accounts.

Founder-Owned as a Key Filter

Founder- or family-owned brands are a primary ICP filter. Rationale: these brands invest heavily in packaging as an expression of brand identity. Later-stage or PE-backed companies tend to prioritize cost and functionality over brand differentiation.

Five Target Verticals Confirmed

New "ABM" Lead Status in Salesforce

To isolate the 400-contact import from existing automations — particularly the Super Round Robin lead assignment app — a new Lead Status value of ABM will be created. This prevents the list from being auto-assigned to sales reps or triggering existing Pardot drip campaigns.

Execution Plan

1. Landing Pages (Five Vertical-Specific)

One custom landing page per vertical. Framework is consistent; copy is tailored to each vertical. Primary CTA: request a quote. Pages will incorporate:
- Vertical-specific hero messaging
- Three messaging pillars (see below)
- Social proof / testimonials section

Messaging Pillars (applied to all verticals):
1. Patented child-resistant technology (primary differentiator for cannabis vertical)
2. Brand-first approach — targeting marketing personas, not procurement
3. Track record with artisan, high-quality brands

Content sourcing approved:
- Pull imagery freely from PaperTube website and Instagram
- Source testimonials from Trustpilot and blog case studies (blogs contain embedded customer quotes)
- Trustpilot embed codes require login access (see action items)

Review process: Parag asked how to approach copy review. Mark's guidance: flag anything factually incorrect first; share any proven messaging or phrasing that has worked; avoid stylistic edits in the first pass — get something live and iterate.

2. LinkedIn Ads

New channel for PaperTube. Enables hyper-targeting by company and job title — can target the exact accounts on the ABM list. Bidding strategy: higher bids for bullseye accounts, lower bids for broader industry/title targeting in outer rings.

3. Email Nurture (Drip Campaigns)

Vertical-specific drip sequences for the 400-contact list. Content tailored by industry; landing pages used as resources within emails.

Salesforce Integration

Import Plan

• ~399 contacts to be imported as Leads
• Lead Source: Asymmetric (new value to be added)
• Lead Type: Prospect
• Lead Status: ABM (new value — isolates from all existing automations)

Risk: Super Round Robin App

PaperTube uses an app called Super Round Robin that auto-assigns new leads to sales reps. Parag confirmed it has triggered on past list imports, not just web form submissions. If the 400-contact list triggers this, it will disrupt the ABM campaign and frustrate the sales team.

Mitigation:
1. Create the ABM Lead Status before import — confirm it is excluded from all automation triggers
2. Run a trial import of 10 leads first and verify no automations fire before importing the full list

Custom Fields

Do not modify existing Salesforce fields — existing automations may depend on them. Instead, create new ABM-specific fields alongside existing ones:

Goal: be able to run reports on contacts by vertical, track which verticals are generating engagement and pipeline, and assess ICP accuracy over time.

Action Items

Future Opportunities (Parking Lot)

Service Tiering

Parag raised the idea of monetizing lower-quality inbound leads that don't meet full-customization MOQs. Mark outlined a three-tier model:

1. Basic — off-the-shelf craft tubes, no customization
2. Limited Customization — narrow range of options; faster, lower-touch process; lower MOQ
3. Full Customization — current white-glove service; full design, die line, development; higher MOQ

Rationale: PaperTube is already paying for these leads (clicks, inbound). A tiered model captures revenue from leads that currently fall out of the funnel and creates a natural upgrade path toward full customization. Tabled for a future conversation — not in scope for this phase.

Existing Customer Nurture Improvement

Mark noted that existing customers are currently receiving the same generic drip as cold prospects. Best practice: segment existing customers into a separate track focused on case studies, expansion ideas, and relationship-deepening content rather than top-of-funnel brand awareness. Tabled for a future conversation.

Related

• ^[2]
• ^[3]