wiki/clients/current/papertube/2026-01-22-abm-campaign-review.md · 1103 words · 2026-04-05

ABM Campaign Review — 2026-01-22

Overview

Progress review between Parag Agrawal (PaperTube) and the Asymmetric team (Karly Oykhman, Isalia Ramirez, Mark Hope) covering four main areas: a Salesforce lead upload fix, the ABM email sequence design, landing page refinements, and a set of future growth opportunities to pursue post-launch.

Attendees:
- Parag Agrawal — parag@papertube.co (PaperTube, external)
- Karly Oykhman — karly.oykhman@asymmetric.pro
- Isalia Ramirez — isalia.ramirez@asymmetric.pro
- Mark Hope — mark.hope@asymmetric.pro

Key Decisions

Fictitious ABM sender persona — Emails will come from a made-up name (e.g., lucy@papertube.co) rather than a generic sales@ or hello@ address, to create a 1-to-1 feel. Replies forward to Parag's inbox.
Competitor email revised — Email 5 will reference general competitive differentiation only; no specific competitor names will be called out.
Direct booking postponed — Calendar booking on the landing page will not be included at launch; standard form-fill → Salesforce handoff will be used instead.
Logo section curated — Client logo strip will be trimmed to ~6 industry-relevant brands per vertical page (e.g., Adidas and Sephora removed from the food & beverage page).
Testimonials replaced with product gallery — Text testimonials swapped for a packaging image gallery to better showcase work.
Advent Calendars = permanent site page — PaperTube wants this as a navigable website page, not a temporary landing page.
Staying on Shopify — PaperTube is committed to Shopify due to their e-commerce ready-made tube business; WordPress migration is off the table.

Topic Notes

1. Salesforce Super Round Robin Fix

The "do not add to Super Round Robin" field was being overridden by multiple active flows running in parallel, causing leads to be randomly assigned even when the field was set to false.

Workaround identified: Asymmetric's Salesforce specialist has diagnosed the conflict and is testing a fix.
Current manual workaround: Temporarily disabling round robin, uploading leads to the target rep, then re-enabling — functional but cumbersome.
Outcome: Once confirmed, Karly will send Parag a written summary of the technical fix for future self-service uploads.
Note on access: The current profile doesn't have full flow visibility, but this isn't needed for lead uploads (only for contacts/accounts).

2. ABM Email Sequence — 7 Emails / 8 Weeks

Emails are designed to look like plain 1-to-1 outreach (no graphics, no buttons). Sender will be a fictitious persona at a @papertube.co address.

#	Theme	Notes
1	Problem	"We've been looking at your company — here's what we think you could improve"
2	Value Prop	PaperTube's 3 pillars tied to the prospect's specific industry
3	Social Proof	One relevant customer per sub-vertical (e.g., French Broad for food & beverage)
4	Cost Breakdown	Packaging cost-per-impression vs. ad spend — packaging as cheapest marketing tool
5	Competitive Differentiator	General differentiation messaging; no specific competitor names
6	Hard CTA	Direct push for a quote or call
7	Final Touch	Acknowledges busy schedules; soft close / "let us know when timing is right"

Copy status at time of call: Drafted but needs cleanup — shift from "I/me" to "we," swap in relevant customer examples, revise Email 5 to remove competitor names.

Sub-vertical customer matching: Karly will send Parag a list of all sub-categories; Parag will supply 1–2 customer examples per sub-category for use in Email 3 and landing page galleries.

Pages are being built on Shopify staging. Key changes agreed:

Remove top navigation — eliminates exit paths; "Contact Us" stays as an anchor link to the form.
Trim copy — remove at least one verbose paragraph per page.
Replace testimonials with product gallery — showcases diverse customer packaging; more visually impactful.
Curate client logos — reduce to 6, handpicked for industry relevance per vertical.
Imagery updates:
Add French Broad images (source: PaperTube value prop deck)
Add Shore Magic images (new customer, proteins/supplements)
Remove T with Tay (customer has moved on)
Move Common Air and Salt to beauty/personal care pages
Form & workflow:
New Pardot/Account Engagement form to be created and embedded
On submission: flag existing Salesforce lead with "engagement" status → trigger sales handoff
Direct calendar booking deferred to post-launch optimization

4. Future Growth Opportunities (Post-ABM Launch)

These were raised by Parag as items to plan for after the ABM campaign is live:

Opportunity	Detail
Website Maintenance	Asymmetric hosts ~50 sites; ballpark ~$500/mo (Karly to confirm exact pricing). Includes simple edits, plugin maintenance, and a dedicated developer.
Advent Calendars Page	Permanent product category page in main site navigation — not a campaign landing page. Relevant to chocolates, beauty, teas.
SEO & UX Improvements	SEO has been neglected; CTAs need to be more prominent; overall UX lift on the Shopify site.
Label Printing Referral Partnership	E-commerce customers buy blank tubes then source labels separately. PaperTube wants a referral partner for domestic, low-MOQ label printing — with a revenue share arrangement (~10%). Asymmetric can help identify partners and set up the referral flow.

Action Items

Asymmetric (Karly Oykhman)

[ ] Send Parag the Salesforce Super Round Robin workaround summary (once specialist confirms fix)
[ ] Send Parag sub-vertical list; request 1–2 customer examples per sub-category
[ ] Finalize ABM email copy: remove competitor names, shift to "we," update social proof — send to Parag for review
[ ] Update landing pages: remove nav, anchor CTAs, reduce logos to 6, add French Broad & Shore Magic images, remove T with Tay — send staging links to Parag
[ ] Map Pardot form → Salesforce lead flow with Parag; add engagement flag logic
[ ] Send Parag the developer's email address for Shopify access
[ ] Prepare formal quote for Shopify hosting/maintenance services
[ ] Draft LinkedIn Ads strategy (5 verticals, budget considerations) and send to Parag

PaperTube (Parag Agrawal)

[ ] Choose a fictitious sender name for the ABM campaign; create the email address; forward replies to his inbox; share credentials with Karly
[ ] Provide 1–2 customer examples per sub-vertical once Karly sends the list
[ ] Review and provide feedback on finalized ABM email copy
[ ] Grant Shopify access to the Asymmetric developer (once email is received)

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