Marketing Campaign Planning — Jan 29 2026

Overview

Working session between Asymmetric (Karly, Isalia) and PaperTube (Parag) to finalize marketing assets and define the new lead management workflow. Landing page designs and email copy were approved for development. A 3-month LinkedIn ad plan was greenlit. A new structured lead workflow for cold/marketing leads was scoped. Marketing domain setup (to protect papertube.co) was deferred to the next call with DNS expert Mark.

Attendees: Parag Agrawal (PaperTube), Karly Oykhman (Asymmetric), Isalia Ramirez (Asymmetric)

Key Decisions

Landing Pages

• Each vertical (Food & Beverage, Beauty, Supplements, Premium Lifestyle, Agriculture) will be a standalone page — the navigation between pages shown in the design mockup was for review purposes only and will not appear in production.
• "See more" link → routes to PaperTube's portfolio page on the main website.
• Client logo update: Remove Cresco; add Procter & Gamble. Willy's retained (Willie Nelson brand recognition).
• Trustpilot reviews discussed but not added — imagery and brand logos deemed sufficient credibility builders for now.
• Developer (jet prints) granted Shopify access during the call.
• One additional review will happen post-build to verify form fields, button behavior, and backend connections.

Email Copy

• All five cadences reviewed and approved with minor edits.
• Vital Proteins added to copy as a credibility reference — even though the business was not won, the brand name carries weight.
• Beauty vertical: one company name swapped out (Jade/Jada Beauty replaced).
• Sender persona: Kate (kate@papertube.co) — chosen after Parag ran a ChatGPT name test; "Alex" was #1 but already in use internally.
• Parag to create kate@papertube.co and configure auto-forward to himself.

LinkedIn Ad Campaign

Plan

• Duration: 3 months from launch
• Structure: 5 campaigns, one per vertical (Food & Beverage, Beauty, Supplements, Premium Lifestyle, Agriculture)
• Budget: Minimum $200/month per campaign; tiered by segment priority/audience size (Agriculture is smallest LinkedIn audience)
• Goal: Learn and optimize in months 1–2; streamline and drive leads in month 3

Targeting Strategy

• Cold email list overlay: Add specific company names and job titles from the Salesforce lead list to LinkedIn targeting — approximates direct targeting without exact person-level matching.
• Broader audience: Same job functions/company size/location parameters used for the original list pull, expanded beyond the specific accounts being emailed.

Creative

• Preferred: Video ads under 30 seconds (highest engagement on LinkedIn)
• Fallback: Carousel ads (swipeable multi-image format) if sufficient video is unavailable
• Lowest priority: Static single-image ads
• Parag to share Ricardo's (graphic director) recent social media content package for review; some video already exists. Website hero video also a candidate for clipping.
• Parag emailed Ricardo during the call to share updated campaign content; Karly cc'd.

Process

1. Asymmetric shares ad copy + targeting doc → Parag reviews
2. Graphics designed and approved
3. Campaigns launched in LinkedIn Campaign Manager
4. Karly granted Account Manager access to PaperTube's LinkedIn Campaign Manager during the call

Lead Management Workflow

Current State (Warm/Inbound Leads)

• Form fill → Salesforce lead created → round-robin assigned to one of four reps
• Rep sends initial thank-you/booking email, then puts lead into "working drip" (3–4 emails from rep's inbox, all with calendar link / sample offer CTA)
• Goal: get discovery call on calendar → qualify (quantities, intent) → convert to opportunity
• Current lead-to-opportunity conversion rate: ~30–35%
• Reps are supposed to call first but tend to default to email only
• No territory segmentation — pure round-robin

Problem with Applying This to Cold/Marketing Leads

The existing process was designed for warm inbound leads who already showed intent by finding PaperTube. Cold email and LinkedIn leads are much earlier in the funnel and require a more structured, deliberate engagement approach.

New Workflow (To Be Designed by Asymmetric)

Trigger events — any one of the following flags a lead as "Needs Review" in Salesforce:
- Form fill on any landing page or the main PaperTube website
- More than 5 emails opened in the sequence
- 2+ visits to a landing page

"Needs Review" status → Salesforce list view created for Parag to monitor

Ownership: Parag personally works these leads initially to:
1. Refine the engagement process
2. Identify what's working
3. Document the playbook before handing off to the sales team

Asymmetric's deliverable: Draft the full workflow including qualification steps, engagement cadence post-trigger, and handoff criteria to sales reps.

Note: Form fills are treated as the hottest trigger (closest to current warm-lead behavior). The other two triggers (email opens, page visits) are "lukewarm" and may warrant a slightly different engagement approach — to be defined in the workflow doc.

Technical & Admin

Marketing Domain Rationale

papertube.co is the team's active daily email domain. Sending cold marketing email from it risks spam flagging that would affect all company email. A separate marketing domain (e.g., getpapertube.co or similar) isolates that risk. Mark will guide the full DNS/SPF/DKIM/DMARC setup on the next call.

Action Items

Related

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