--- title: Paper Tube Co — ABM Strategy & Execution type: article created: '2026-02-26' updated: '2026-02-26' source_docs: - raw/2026-02-26-papertube-asymmetric-marketing-call-125640117.md tags: - abm - email-campaign - salesforce - outbound-sales - papertube layer: 2 client_source: null industry_context: null transferable: true --- # Paper Tube Co — ABM Strategy & Execution ## Overview Asymmetric is running a full account-based marketing (ABM) email campaign for Paper Tube Co, targeting 250 beverage-industry accounts with personalized 6-step email sequences. The campaign is managed through Salesforce with a custom ABM object, monitored via an Orbit-connected dashboard, and designed to escalate engaged accounts into direct sales outreach. This article documents the campaign structure, technical setup, engagement logic, and planned enhancements as of the February 2026 review call. See also: [[clients/papertube/index]] | [[knowledge/outbound-sales/abm-email-sequencing]] --- ## Campaign Structure ### Account List - **Total accounts:** 250 (expanded from an initial 50-account test batch) - **Rationale for full expansion:** A 50-account sample was deemed too small for statistically reliable performance data. Personalized emails had already been drafted for all 250 accounts, so the marginal cost of expanding was low. - **Data quality:** List cleaned prior to launch; only 2 undeliverable emails removed. An enrichment tool is running to fill in missing email addresses. ### Email Sequence - **Steps:** 6-step personalized sequence per account - **Personalization basis:** Each account has a research report (recent product launches, sustainability signals, distribution strategy, brand positioning, growth signals, decision-making unit, personalization hooks, and a purchase hypothesis) plus a contact-level strategy document. - **Sending domain:** `papertube.pro` (protects primary `papertube.co` domain reputation) - Replies auto-forward to Parag's inbox - An A record will redirect `papertube.pro` to `papertube.co` for anyone who types it directly - **Fallback logic:** If a primary contact unsubscribes or fails to engage, the sequence rolls to the secondary contact. Up to 6 contacts per account are tracked. ### Salesforce Setup - Custom object: **ABM Emails** — stores all sequence steps and tracks engagement per account - Automated process: iterates through contacts, sends step 1 → waits → sends step 2, etc. - **ABM Email Performance Dashboard** shows opens and clicks by account, send schedule by week, and sequence step status - Dashboard will be connected to **Orbit** for centralized ABM monitoring --- ## Engagement Triggers & Sales Escalation ### Current State (as of 2026-02-26) Engagement triggers (automated sales tasks) are **intentionally deferred for ~1 week** to establish a baseline engagement rate. Activating triggers too early risks flooding the sales team with low-signal tasks before norms are understood. ### Planned Trigger Logic - **Threshold:** 2+ clicks on an email within a defined time window - **Action:** Auto-create a Salesforce task labeled "Highly Engaged Account — Call" and assign to Parag - **Model:** Already in use for another Asymmetric client; proven pattern ### Future Automation Enhancements 1. **Secondary content sequences** — If an account engages with the primary sequence, trigger a follow-on flow (e.g., case studies, ROI calculators) automatically 2. **AI call prep agent** — Before a sales call, an AI agent reads all account data (research report, engagement history) and generates talking points; modeled on Asymmetric's internal call prep tool 3. **Enriched account fields** — Extract key fields from research reports into Salesforce account records so reps don't need to open documents during calls --- ## Early Results From the initial small test batch (sent ~2026-02-25): - **Bay State Wine & Spirits** — opened the email twice within ~24 hours of send - A second account also showed above-average early engagement - No unsubscribes or deliverability issues in the test batch --- ## Key Decisions | Decision | Rationale | |---|---| | Expand to full 250-account list immediately | Larger dataset yields more reliable optimization signals; personalized emails already drafted for all accounts | | Defer engagement triggers ~1 week | Avoid task noise before baseline engagement rate is known | | Use `papertube.pro` as sending domain | Protects primary domain's sender reputation | | Rebuild LinkedIn landing pages in WordPress (Gravity Forms) | Shopify blocked Salesforce form integration; WordPress + Gravity Forms is Asymmetric's standard stack for Salesforce-connected landing pages | --- ## Action Items - [ ] Add clicks column to ABM dashboard (@Mark Hope) - [ ] Create A record for `papertube.pro` → `papertube.co` (@Mark Hope) - [ ] Connect ABM dashboard to Orbit (@Mark Hope) - [ ] Launch full 250-account sequence; monitor 1 week; then decide on engagement trigger thresholds (@Mark Hope) - [ ] Build WordPress landing pages with Gravity Forms + Salesforce integration; send to Parag for review; relaunch LinkedIn ads (@Karly Oykhman) - [ ] Send 3 ad videos to Parag for review by Friday or early the following week (@Karly Oykhman) - [ ] Provide Asymmetric with Meta Ads access; complete multi-person verification (@Parag) - [ ] Cancel Thursday recurring call; communicate next week via detailed email covering ABM results and LP/video assets (@Karly Oykhman) --- ## Related Infrastructure Notes ### Access Status (as of 2026-02-26) | Platform | Status | |---|---| | Google Tag Manager | ✅ Admin access granted (upgraded from User during this call) | | Meta Ads | ⏳ Pending — Parag to complete Meta's multi-person verification process | | Salesforce | ✅ Active — custom ABM object in place | ### Domain Security A phishing incident occurred where a bad actor registered `papertube.us.com` on January 22nd and immediately used it to impersonate Paper Tube Co in emails to clients (attempting to redirect bank payments). **Recommendation:** Register similar/adjacent domains proactively via [Pork Bun](https://porkbun.com) to prevent future impersonation. Asymmetric has already registered a `.pro` variant for Paper Tube Co using this service. --- ## Attendees (2026-02-26 Call) - **Parag Agrawal** — Paper Tube Co (client) - **Mark Hope** — Asymmetric (ABM lead) - **Karly Oykhman** — Asymmetric (account manager) - **Sebastian Gant** — Asymmetric (PPC specialist, supporting role) - Isalia Ramirez — Asymmetric - Avokerie Onorimuo — Asymmetric