Monthly marketing review between PaperTube (Parag Agrawal) and the Asymmetric team (Karly Oykhman, Sebastian Gant, Mark Hope, and others). The session covered ABM email campaign performance at the halfway mark, the first-day results of the LinkedIn ad launch, a new trade show geofencing proposal stemming from PaperTube's attendance at Natural Products Expo West, and two longer-horizon initiatives: refreshing an aging 50-email nurture campaign and improving Instagram engagement.
Attendees
- Parag Agrawal — PaperTube (client)
- Karly Oykhman — Asymmetric (account lead)
- Sebastian Gant — Asymmetric (paid media)
- Mark Hope — Asymmetric
- Isalia Ramirez — Asymmetric
- Avokerie Onorimuo — Asymmetric
| Decision | Detail |
|---|---|
| ABM A/B test | Secondary contacts at the 250 target accounts will receive the existing industry-specific email sequence (not the personalized one) to create a natural A/B comparison |
| Sender identity | The industry-specific sequence will send from Parag's .pro email (not a generic "Sam" alias), keeping sender consistency without affecting PaperTube's primary domain reputation |
| LinkedIn lead routing | LinkedIn ad leads route correctly into Salesforce round-robin; this is intentional — LinkedIn is treated like Google (broad inbound), not ABM |
| Salesforce follow-up alerts | Parag prefers email notifications (not tasks) for high-engagement ABM accounts, given he works primarily from his inbox |
| Geofencing platform | Meta (Facebook/Instagram) preferred over Google for trade show geofencing; two ad sets recommended — one city-wide with persona targeting, one within a 1-mile radius of the venue during show hours |
The open rate signals healthy deliverability and subject line performance. The gap between Calendly clicks and booked meetings suggests friction at the scheduling step or contacts who are curious but not yet ready to commit.
Parag raised a valid concern: sending near-identical personalized emails to multiple contacts at the same company undermines the personalization effect — recipients compare notes and the message reads as generic. The agreed solution:
.pro addressThis creates a clean A/B test between personalization depth and industry relevance as conversion drivers.
"That'll also kind of give us like an A/B test on these two different styles of emails and see if we can't find a little more traction on one or the other." — Parag
Karly will configure Salesforce to send Parag an email notification when an ABM account crosses an engagement threshold (multiple opens, Calendly click, website visit). Parag will then manually execute outreach — phone call or LinkedIn message — using the pre-written content in the "Today's Actions" tab pinned in the Salesforce ABM app.
Note for Parag: Today's Actions is accessible via the 9-dot app launcher → search "ABM Emails" → pin "Today's Actions" to the Sales Console nav bar. Target 5–6 LinkedIn connection requests or messages per day. LinkedIn automation is not possible due to platform lockout risk.
A test lead (John Ziebarth) was created in Salesforce and correctly assigned via round-robin to rep April. Key identifiers for Asymmetric-sourced LinkedIn leads:
- Domain: .pro (Asymmetric-built landing pages)
- UTM source: includes LI suffix (e.g., food-and-beverage-LI)
Once the industry-specific email sequences launch, UTM parameters will be differentiated so email-sourced leads are distinguishable from LinkedIn-sourced leads.
PaperTube attended Natural Products Expo West (Anaheim) without a booth. Sales rep Amy networked the floor and returned with ~40–50 leads. PaperTube attends 3–4 trade shows per year in this fashion; booth costs are prohibitive.
Sebastian outlined the approach used with other clients:
Next candidate: McCormick Place, Chicago (show the following week at time of meeting). Parag to evaluate whether to pilot geofencing there.
Amy is running her own outreach cadence (sample kits, email follow-ups, phone calls). The Asymmetric recommendation is to layer paid ads on top rather than automate her cadence:
Parag will send Karly/Sebastian: (1) the full exhibitor brochure and (2) Amy's ~50 specific contacts with contact details. Asymmetric will propose a formal ad plan.
PaperTube's existing nurture flow is a 50-email drip campaign, created 3–4 years ago, running on a ~2-week cadence. Contacts enter when a deal goes cold or closes. Many contacts have now exhausted the sequence and may be receiving nothing.
Problems identified:
- Content is static, generic, and dated
- No call-to-action orientation — primarily brand awareness
- No mechanism to re-engage contacts who have completed the sequence
Goal: Replace or supplement with a more timely, action-oriented strategy that actively pulls dormant contacts back into the pipeline. Karly will audit the existing content and draft a refreshed strategy.
PaperTube has 10,000+ Instagram followers but very low engagement (a few likes per post). The product is highly visual (custom packaging/labels), which is an advantage most B2B clients don't have.
Goal: Develop a creative content strategy that leverages the product's visual appeal to drive meaningful engagement. Karly will draft a social engagement strategy for Instagram/Meta.
.pro address to secondary contacts