PaperTube — ABM Landing Pages (5 Verticals)
Five custom landing pages supporting the PaperTube ABM campaign — one per target vertical. Each page shares a common structural framework but uses vertical-specific copy, imagery, and social proof. Primary CTA is a quote request; secondary goal is email nurture enrollment.
Related: [1] · [2]
Purpose & Context
These pages are the primary inbound destination for two traffic sources:
- LinkedIn Ads — hyper-targeted to specific accounts and job titles within each vertical
- Email Nurture — drip sequences link back to the relevant vertical page as a resource
The pages are designed to speak to marketing personas (brand managers, founders) rather than fulfillment or procurement contacts — a deliberate brand-first positioning that differentiates PaperTube from commodity packaging suppliers.
The Five Verticals
| # | Vertical | Notes |
|---|---|---|
| 1 | Food & Beverage | Largest share of the initial 399-contact list; lead vertical |
| 2 | Supplements & Wellness | Includes protein powders (added per Parag; Vital Proteins cited as market signal) |
| 3 | Beauty & Personal Care | — |
| 4 | Agriculture (Ag) | — |
| 5 | Premium Lifestyle | Catch-all for niche markets that don't fit the four primary buckets |
Page Structure (Shared Framework)
All five pages follow the same layout; only copy, imagery, and social proof blocks change per vertical.
1. Hero / Vertical Hook
Opens with a direct call to the vertical's identity. Example for Food & Beverage:
"You spend a lot of time on your recipe. Why wouldn't you make sure it's not just in the container — it's part of the experience."
2. Three Messaging Pillars
Each page surfaces all three core differentiators, framed for the vertical:
| Pillar | Description |
|---|---|
| Marketing ROI | Brand-first packaging as a revenue and storytelling lever |
| Sustainability | Paper tube positioning vs. plastic alternatives |
| Track Record | Artisan brand partnerships; credibility signals |
Note: Patented child-resistant technology is a fourth differentiator relevant specifically to cannabis accounts; surface selectively rather than as a primary pillar on non-cannabis pages.
3. Social Proof / Testimonials
- Pull quotes from Trustpilot (embed codes available once Parag shares login credentials)
- Pull quotes and case study blurbs from PaperTube blog posts (~40 posts, each with hero shots and customer sound bites)
- Format: packaging image + attributed quote or short relationship blurb
- Website and Instagram imagery approved for reuse by Parag
4. Primary CTA — Quote Request
Main conversion goal: visitor submits a quote request form, which routes into Salesforce as an ABM-status lead (see [3]).
5. Secondary CTA — Email Nurture Enrollment
Soft CTA to enter the vertical-specific drip sequence for contacts not yet ready to request a quote.
Content & Asset Sources
| Asset Type | Source | Status |
|---|---|---|
| Copy drafts | Google Docs (linked in strategy deck) | Drafted; awaiting Parag review by EOW Jan 16 |
| Testimonials / quotes | PaperTube blog case studies | Available; needs curation per vertical |
| Trustpilot reviews | Trustpilot account | Pending — Parag to share login credentials |
| Product imagery | PaperTube website + Instagram | Approved for reuse |
| Competitor battle cards | Asymmetric competitive analysis doc | In progress (Karly finalizing) |
Review & Editing Protocol
Parag's review guidance (agreed on call):
- Flag factual errors first — anything stated that is not true about PaperTube
- Share known-good phrasing — if PaperTube has language that has worked historically, note it
- Avoid style edits in round one — get pages live, then refine after a month of performance data
Edits made directly in Google Docs.
Build Sequence
- ✅ Copy drafted for all five verticals
- ⬜ Social proof sections built out per vertical (Karly)
- ⬜ Parag reviews copy + social proof (due EOW Jan 16)
- ⬜ Design team builds pages with branding, imagery, final layout
- ⬜ Final round of edits (post-design)
- ⬜ Pages go live; LinkedIn ads and email sequences point to respective URLs
Open Items
- [ ] Parag to send Trustpilot login to Mark / Karly
- [ ] Karly to build social proof sections for all five pages and send to Parag
- [ ] Parag to complete copy review by EOW Jan 16
- [ ] Confirm quote request form routes to Salesforce with
ABMLead Status (notWorking) to avoid triggering Super Round Robin or existing Pardot automations — see [3]