--- title: PaperTube ABM Email Strategy — A/B Testing Secondary Contacts type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-03-12-papertube-asymmetric-marketing-call-129392889.md tags: - client/papertube - abm - email-campaigns - salesforce - lead-nurturing - a-b-testing layer: 2 client_source: null industry_context: null transferable: true --- # PaperTube ABM Email Strategy — A/B Testing Secondary Contacts ## Overview PaperTube's ABM email campaign is halfway through its initial send (522 of 1,046 emails delivered to primary contacts at 250 target accounts). Engagement metrics are strong for a cold outreach campaign, but no meetings have been booked yet. The agreed next step is to add secondary contacts from the same accounts into a separate, industry-focused email sequence — creating a natural A/B test between the personalized primary approach and a more generic industry-focused approach. **Related client:** [[wiki/clients/papertube/_index.md]] **Related meeting:** [[wiki/meetings/2026-03-12-papertube-asymmetric-marketing-review.md]] --- ## Current Campaign Performance | Metric | Value | |---|---| | Emails sent | 522 of 1,046 | | Open rate | ~46% | | Calendly scheduling clicks | 3 | | Meetings booked | 0 | | Notable engaged accounts | Breckenridge Distillery, Casa Dragones | A 46% open rate on a cold list is strong. The gap between Calendly clicks and booked meetings suggests interest exists but prospects are not yet converting — likely a matter of insufficient touches rather than a messaging failure. The campaign is only halfway complete. --- ## The A/B Test Plan ### Why A/B Test? Parag raised a legitimate concern: sending the same (or near-identical) personalized email to multiple contacts at the same company undermines the personalization effect. If a founder and a brand director at the same company both receive what reads as a tailored message, the illusion of individual attention collapses. The solution is to use a fundamentally different email sequence for secondary contacts — one that is industry-focused and more generic in tone — so the two sequences are clearly distinct in the recipient's inbox. ### Sequence A — Personalized (Primary Contacts, Already Running) - Targeted to the primary decision-maker at each of the 250 ABM accounts - Highly personalized by job title and inferred interest - Sent from Parag's `.pro` email address - Mid-campaign: 522 sent, 524 remaining ### Sequence B — Industry-Focused (Secondary Contacts, To Be Launched) - Targeted to secondary contacts at the same 250 accounts - More generic in tone; organized around industry verticals (food & beverage, supplements, beauty/wellness) - Also sent from Parag's `.pro` email address (not a generic persona — the "Sam" approach was reconsidered) - Emails are already built in Salesforce Account Engagement; landing page links need to be updated before launch ### What We're Testing Which approach drives more conversions among cold contacts at the same target accounts: hyper-personalized outreach to the primary contact, or industry-relevant messaging to a secondary contact? --- ## Implementation Steps - [ ] **Karly:** Pull secondary contacts from the 250 ABM account docs - [ ] **Karly:** Update landing page links in the existing industry-focused email sequence (links point to old pages) - [ ] **Karly:** Enroll secondary contacts into Sequence B and launch - [ ] **Karly:** Set up Salesforce email notifications to Parag when accounts show high engagement (3+ opens, Calendly click, or website visit) — Parag prefers email notifications over tasks - [ ] **Parag:** Work the "Today's Actions" tab in Salesforce daily — target 5–6 LinkedIn connection requests/messages per day (pinned in Sales Console) --- ## Salesforce Workflow Notes ### Lead Identification Leads generated through the ABM and LinkedIn campaigns are identifiable by: - **Domain:** `.pro` (all Asymmetric-built landing pages use this domain) - **UTM source:** includes the campaign vertical and channel code (e.g., `food-and-beverage-LI` for LinkedIn; ABM-sourced leads will have a distinct UTM when Sequence B launches) ### High-Engagement Follow-Up Parag manually followed up with Casa Dragones (LinkedIn connection request) after noticing repeated opens. This should be systematized: Karly will configure Salesforce to send Parag an email notification when an account crosses an engagement threshold, prompting a personal outreach action. ### LinkedIn Actions LinkedIn automation is not viable — the platform will lock accounts flagged for bulk activity. The "Today's Actions" view in the ABM Salesforce app contains pre-written connection request messages and is limited to ~5–6 actions per day. Parag needs to work this tab consistently; it has been underutilized (only one LinkedIn request sent to date). --- ## Key Decision: Sender Identity for Sequence B The industry-focused sequence was originally drafted to send from a generic persona ("Sam"). After discussion, the team decided to send from Parag's name and `.pro` email instead. Rationale: no prospect has ever followed up asking about "Sam," and sending from a real named person maintains credibility without the risk of persona confusion. --- ## Broader Context This ABM campaign sits within a larger outbound push that also includes: - **LinkedIn Ads** — launched concurrently; leads route to the sales team round-robin via Salesforce ([[wiki/knowledge/paid-media/linkedin-ads-launch-papertube.md]]) - **Trade show geofencing** — proposed for upcoming McCormick Place show ([[wiki/knowledge/outbound-sales/trade-show-geofencing-strategy.md]]) - **Nurture campaign refresh** — the 30k+ contact database is on a 50-email drip that is 3–4 years old and needs a full strategy overhaul ([[wiki/knowledge/email-marketing/nurture-campaign-refresh-papertube.md]])