--- title: ABM Launch & Ad Strategy — 2026-04-05 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-02-19-papertube-asymmetric-marketing-call-123695176.md tags: - papertube - abm - email-campaign - salesforce - ad-strategy - linkedin - meta - youtube-ads - google-ads - retargeting - cloudflare - website-security - deliverability - bot-traffic layer: 2 client_source: Paper Tube Co industry_context: ecommerce transferable: false --- ## 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 | Owner | Item | Status | |---|---|---| | Karly | Set up Salesforce report/view of sent ABM emails for Parag | [ ] | | Mark | Run email hygiene on Tier 1 list; block invalid addresses; launch via papertube.pro; keep T2/T3 paused | [ ] | | Karly | Remove Ursa Major from all ABM tiers and update Account Type to Customer | [ ] | | Karly | Fix missing Account Type values on merged accounts; set to Prospect | [ ] | | Karly | Update ABM send logic to exclude Accounts where Type = Customer | [ ] | | Karly | Verify Calendly variable in ABM email templates; fix if broken | [ ] | | Parag | Review Tier 1 list in Salesforce to confirm no other current clients are included | [ ] | | Parag | Share LinkedIn landing page links with Karly | [ ] | | Parag | Grant Mark and Karly Cloudflare access | [ ] | | Mark/Karly | Audit PaperTube Cloudflare setup; optimize bot protection | [ ] | --- ## 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 - [[clients/current/papertube/_index]] - [[knowledge/abm/abm-email-factory]] - [[knowledge/ads/visual-platform-ad-strategy]] - [[knowledge/security/cloudflare-layered-security]]