--- title: ABM Strategy & Website Migration — 2026-04-05 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-02-12-papertube-asymmetric-marketing-call-121998867.md tags: - papertube - meeting - abm - account-based-marketing - salesforce - linkedin-ads - seo - wordpress - shopify - website-migration - content-strategy - outbound layer: 2 client_source: Paper Tube Co industry_context: ecommerce transferable: false --- # ABM Strategy & Website Migration — 2026-04-05 ## Overview Strategy call between Asymmetric (Karly Oykhman, Mark Hope, Isalia Ramirez) and PaperTube (Parag Agrawal) covering two major initiatives: the launch of a 3-tier Account-Based Marketing program targeting 250 accounts, and a proposal to migrate PaperTube's website from Shopify to WordPress. LinkedIn ads were also reviewed and cleared for launch. **Attendees:** - Parag Agrawal — PaperTube (parag@papertube.co) - Karly Oykhman — Asymmetric - Mark Hope — Asymmetric - Isalia Ramirez — Asymmetric --- ## Context: Stagnant Growth Parag opened by describing PaperTube as "muddling along" — down slightly year-over-year, with high-quality work and competitive pricing but insufficient new client acquisition. The core diagnosis: the market approach is ineffective, not the product. > *"We're just not hitting the market in the right way. We're not gaining clients at the trajectory and the rapid rate that I would hope."* — Parag --- ## Key Decisions 1. **Proceed with LinkedIn ads using current placeholder video**, then swap to higher-quality creative once Parag works with Ricardo (PaperTube's creative director) on new concepts. 2. **Adopt the 3-tier ABM structure** for the 250 researched accounts; Parag will personally handle Tier 1 outreach using a consolidated copy-paste document Asymmetric will prepare. 3. **Seriously consider Shopify → WordPress migration** to unlock SEO tooling, advanced analytics, vertical/feature pages, and interactive ROI calculators. Not time-sensitive — content strategy and design review should precede build. --- ## Initiative 1: 3-Tier ABM Program ### Account Tiers | Tier | Count | Classification | Engagement Approach | |------|-------|----------------|---------------------| | 1 | 50 | Sales Qualified | Personal outreach by Parag (email + LinkedIn) | | 2 | 102 | Marketing Qualified | Automated email sequences | | 3 | 95 | ABM Leads | Automated warming campaigns | Tier placement was determined by buying signals identified during research: recent hires, news events, packaging pain points, sustainability commitments, and "why now" hypotheses. ### Research & Strategy Documents Asymmetric produced two document types for all 250 accounts: - **Research Doc** — Company overview, recent product launches, sustainability commitments, current packaging, distribution strategy, decision-making unit (economic buyer, technical buyer, user buyer, champions), custom intelligence on pain points, matched case studies, personalization hooks, and sources. - **Strategy Doc** — Campaign sequence (day-by-day email + LinkedIn cadence), contact intelligence, pivot notes if a prospect responds, and tracking guidance. Both document types are attached in Salesforce: research docs to the Account record, strategy docs to the individual Campaign record. ### Salesforce Setup - 250 individual campaigns created, organized under Tier 1/2/3 parent campaigns. - Accounts and campaigns were being linked live during the call; contact import with duplicate-check was in progress. - Parag primarily works in the Sales Console; Asymmetric will ensure data surfaces there without requiring him to navigate Account Engagement. ### Parag's Tier 1 Outreach Workflow Asymmetric will produce a single consolidated document covering 10–15 Tier 1 accounts at a time, formatted as a day-by-day schedule with copy-paste email bodies, subject lines, and LinkedIn actions. Goal: minimize context-switching and decision fatigue. **LinkedIn Premium / Sales Navigator:** Not required for Tier 1 outreach, but Sales Navigator offers a Salesforce integration that enables sending LinkedIn messages directly from within Salesforce. Parag will trial it. **Email signature:** Parag was advised to add a title (e.g., "President") to his email signature so recipients don't mistake him for a sales rep. --- ## Initiative 2: LinkedIn Ads - **Status:** Launching this week (end of week or Monday at latest). - **Creative:** Current video is a placeholder — source material from Ricardo was Instagram Reels with burned-in text that couldn't be stripped. Asymmetric will send video concepts; Parag will direct Ricardo to produce stronger creative. - **CTA:** Drive traffic to new Shopify landing pages (being completed same day as call; Parag to review before launch). - **Ad copy:** Different copy per ad variant; same video across variants. --- ## Initiative 3: Shopify → WordPress Migration (Proposed) ### Why Migrate Shopify's platform structure limits SEO ceiling. PaperTube's current Domain Rating is 31; Asymmetric's standard WordPress toolkit — which they run for all other clients — cannot be applied to Shopify. This toolkit includes: - Monthly site health maintenance (auto-draft deletion, orphaned action cleanup, plugin/theme updates, cache management) - Cloudflare bot/security management - Image optimization and alt-text auditing - Google Search Console organic traffic monitoring - Gravity Forms completion tracking with AI sentiment analysis to flag urgent or high-intent submissions - Forced Google indexing via API (new content indexed within ~10 minutes vs. potentially a month) - Core Web Vitals performance auditing (target: 99 desktop / 92+ mobile) ### SEO & AI Traffic Strategy on WordPress **Skyscraper Content Strategy:** - **Pillar content:** 3,500–4,000 word long-form articles on core topics, optimized with Surfer for keyword density, headings, and internal links. - **Supporting content:** 1,500–2,000 word articles that link back to pillars, building topical authority through content clusters. - **AI optimization:** FAQ sections at the bottom of every article, structured to answer the exact questions AI tools are likely to surface. Domain authority above 40 is a threshold for AI citation credibility. Mark noted that on the Asymmetric site, 27% of traffic now comes from AI — organic traffic didn't decline, AI traffic added on top. ### Conversion & Functionality Improvements The migration is an opportunity to rebuild with conversion in mind, not just replicate the existing site. Specific enhancements discussed: - **Vertical pages:** Dedicated pages for Food, Beauty, and 3–4 other key verticals so buyers see relevant use cases immediately rather than a generic catalog. - **Feature/function pages:** Pages for specific product attributes (e.g., Child-Resistant, Food-Grade) to capture intent-driven search traffic. - **Interactive ROI calculators:** JavaScript-based tools (Asymmetric has built these for other clients) allowing prospects to input current packaging costs, brand alignment scores, and sustainability ratings to see projected ROI from switching. Example calculator types: Increase Revenue, Reduce Cost, Boost Efficiency, Coverage Expansion. ### Ready-Made Product Section PaperTube's "ready-made" section (stock tubes for small/immediate runs, ~$1M revenue, high margin, low overhead) was the original driver for Shopify. Asymmetric confirmed this section will be preserved and integrated into the WordPress build, with order platform API connections maintained (currently integrated with UPS). ### Timeline Not time-sensitive. Parag prefers taking an extra month to think through content strategy and design rather than rushing. Asymmetric will not begin build until content and structural planning is complete. --- ## Action Items ### Asymmetric — Karly Oykhman - [ ] Send LinkedIn ad video concepts to Parag for Ricardo to produce stronger creative - [ ] Launch LinkedIn ads with current placeholder videos (end of week / Monday) - [ ] Send completed Shopify landing pages to Parag for final review - [ ] Share 250-account ABM research folder with Parag - [ ] Draft and send Tier 1 day-by-day outreach doc (10–15 accounts, copy-paste format) to Parag ### Asymmetric — Mark Hope - [ ] Send invoice to Parag for 250-account ABM research - [ ] Complete contact import into Salesforce; link contacts to campaigns and accounts - [ ] Create and share Tier 1, 2, and 3 account lists in Salesforce for Parag ### PaperTube — Parag - [ ] Review new Shopify landing pages upon receipt and approve - [ ] Review Tier 1 ABM strategy documents in Salesforce - [ ] Provide video concepts to Ricardo; coordinate production of higher-quality LinkedIn ad - [ ] Add title (e.g., "President") to email signature - [ ] Trial LinkedIn Sales Navigator; evaluate Salesforce integration --- ## Related - [[wiki/clients/current/papertube/_index]] - [[wiki/knowledge/abm/tiered-abm-account-research]] - [[wiki/knowledge/seo/skyscraper-content-strategy]] - [[wiki/knowledge/seo/ai-traffic-optimization]] - [[wiki/knowledge/web/shopify-vs-wordpress-seo]] - [[wiki/knowledge/web/roi-calculators-for-b2b-conversion]]