Quarterly review with Parag Agrawal (PaperTube) covering four major areas: ABM campaign performance and follow-up workflow, re-engagement nurture campaign design, Google Ads audit and management handoff, and the ongoing WordPress/Shopify hybrid website discussion. The meeting resulted in Parag approving Asymmetric to take over Google Ads management and advancing the sample kit workflow to implementation. The website strategy remains under consideration pending a mock-up and internal discussion.
Attendees:
- Parag Agrawal — PaperTube (parag@papertube.co)
- Mark Hope — Asymmetric
- Karly Oykhman — Asymmetric
- Sebastian Gant — Asymmetric
- Isalia Ramirez — Asymmetric
- Avokerie Onorimuo — Asymmetric
| Decision | Owner | Notes |
|---|---|---|
| Asymmetric approved to manage Google Ads account | Asymmetric | Parag approved verbally; formal proposal + fee email to follow |
| Sample kit workflow to be built in Salesforce | Mark Hope | Trigger on 2+ clicks; notify Samantha by email; 10-day follow-up task routed to Parag for assignment |
| WordPress mock-up to be created before any website decision | Mark Hope | High-level wireframe only; Parag to review with internal team |
| Re-engagement nurture flows to be split into two segments | Karly Oykhman | Cold ABM completers vs. warm-turned-cold leads |
Current stats (as of meeting date):
- 227 accounts enrolled
- 639 emails sent
- ~38% average open rate; 49–53% on early steps
- 2.5% click rate (understated — Apple privacy suppresses click tracking)
- Zero bounces, zero unsubscribes, zero bot activity
Top-engaging verticals: Alcohol/spirits, wine, coffee, matcha, hemp
Key insight: High open rates confirm message resonance, but engagement is passive. The team identified that waiting for inbound response from engaged accounts is insufficient — proactive outreach is needed.
Parag proposed using sample kits (~$20 cost: $10 kit + $10 shipping) as the follow-up hook for highly engaged accounts.
Trigger: 2+ clicks from a single contact
Flow:
1. Salesforce triggers an email to Samantha (fulfillment) with contact name and shipping address
2. Samantha ships the kit
3. 10-day follow-up task auto-created in Salesforce, routed to Parag for manual assignment to a sales rep
4. Sales rep calls with kit delivery as the conversation hook
"We send them an email and then we call — we wait until we think it's been delivered and then we start to call because now we've given them something and now we have a reason to call to follow up." — Mark Hope
Goal: Build industry-segmented email nurture flows for leads who have gone cold, covering two distinct audiences.
Exclusion rule: Contacts who receive a sample kit through the ABM workflow should be excluded from nurture enrollment — they are in active sales pursuit, not nurture.
Next step: Karly to draft emails for Segment 1 (ABM cold completers) first and send to Parag for review. Segment 2 content strategy to follow.
Asymmetric completed a full audit of PaperTube's Google Ads account prior to the meeting.
| Issue | Impact |
|---|---|
| DSA has zero negative keywords | ~$200/month wasted spend |
| P-Max feed-only campaign uses "Max Clicks" bid strategy | Wrong optimization goal; should be Target ROAS or Maximize Conversions |
| No dedicated brand campaign | Brand keywords cannibalize general campaign spend |
| 7 zombie campaigns (enabled, zero traffic) | Account clutter, structural confusion |
| Duplicate purchase conversion actions | Possible double-counting of conversions |
| No remarketing audiences connected to Google Ads | Website visitors not being retargeted |
"The accounts that we do the best with — if you really pay attention to what's working with SEO and you take those learnings and you create new ad campaigns, and then you take the keywords that are performing well with your ads and you create organic copy — you create this virtuous cycle where everything benefits." — Mark Hope
Status: ✅ Approved. Formal proposal and fee email to follow from Mark Hope.
PaperTube's current Shopify site attempts to serve two fundamentally different customer segments:
- Small e-commerce buyers (low volume, self-serve, high friction)
- Large B2B clients (high volume, custom needs, relationship-driven)
Serving both audiences from a single Shopify site limits SEO performance and creates a compromised experience for both segments.
A hybrid model:
- WordPress front-end for content, SEO, and B2B-oriented landing pages
- Shopify retained as the e-commerce transaction layer for small buyers
"I'd like to have seen some success out of the other stuff we're doing to build some confidence... I'm still waiting for that to happen. So that's where it's coming from." — Parag Agrawal
🟡 Pending. Asymmetric to deliver a high-level wireframe mock-up of the proposed landing page. Parag to review with internal team and return with a decision.