wiki/clients/current/papertube/2026-04-05-abm-launch-ad-strategy.md · 913 words · 2026-04-05
Overview
Call to finalize and launch the Tier 1 ABM email campaign, review ad spend strategy, and address a surge in bot traffic affecting PaperTube's site. Attendees: Parag Agrawal (PaperTube), Mark Hope, Karly Oykhman, Isalia Ramirez (Asymmetric).
Outcome: Tier 1 campaign approved for launch. Ad strategy shift agreed in principle. Cloudflare audit initiated.
Key Decisions
ABM Campaign — Tier 1 Launch Approved
- Launch the automated, personalized email campaign to the Tier 1 list (50 accounts) first.
- Rationale: gather performance data before expanding to the full 250-account list.
- Tier 2 and Tier 3 accounts will remain paused pending Tier 1 results.
- Emails will send automatically via a daily cron job at 8 AM. Parag opted for full automation over manual daily review.
- Parag can monitor sends via the "Today's Actions" and "This Week" views in Salesforce under the ABM Emails app.
Inbox Protection via papertube.pro
- All campaign emails will send from the
papertube.pro domain (e.g., parag@papertube.pro) — already configured in Account Engagement.
- The domain redirects to the main site, so no traffic or brand equity is lost.
- Protects the primary
papertube.co domain from deliverability damage (bounces, spam flags, unsubscribes).
Sender Identity — No Title in Signature
- Emails will be signed with Parag's name only, no title (e.g., not "Founder & CEO").
- Rationale: a CEO title on a cold outreach email can signal a small company and reduce perceived authenticity. The goal is for the email to feel like a thoughtful personal note.
Ad Spend Strategy Shift
- Current state: spend concentrated on Google Search, which skews toward smaller, lower-revenue customers.
- Agreed direction:
- Google Search: Optimize existing campaigns to improve ROI (cost per acquisition currently ~$85).
- Retargeting: Launch retargeting campaigns immediately — site visitors represent warm interest not currently being captured.
- Meta / YouTube: Prioritize for direct/SMB sales. Product is highly visual; Meta traffic is already showing up in Google Analytics organically. YouTube pre-roll ads (8-second) are cost-efficient (pay only on full view).
- LinkedIn: Target enterprise/large-brand buyers directly. Feed the ABM contact list to LinkedIn to build lookalike audiences and expand reach beyond the 250 known targets.
Website Security — Cloudflare Audit
- PaperTube is experiencing a bot traffic surge (began ~Feb 4–5) and Avast security warnings.
- Current Cloudflare setup exists but is not fully optimized; bot blocking is not effective.
- Asymmetric will audit the Cloudflare configuration to identify gaps and apply fixes (firewall rules, regex-based web rules, bot blocking by IP/region).
- Parag will grant Mark and Karly Cloudflare access.
- Longer-term: Parag is interested in migrating to Asymmetric's managed stack (WordPress + WooCommerce on WP Engine + Cloudflare) for layered security and performance. Asymmetric's hosted clients consistently score 99–100/100 on site health.
Action Items
| Owner |
Item |
Status |
| Karly |
Set up Salesforce report/view of sent ABM emails for Parag |
[ ] |
| Mark |
Run email hygiene on Tier 1 list; block invalid addresses; launch via papertube.pro; keep T2/T3 paused |
[ ] |
| Karly |
Remove Ursa Major from all ABM tiers and update Account Type to Customer |
[ ] |
| Karly |
Fix missing Account Type values on merged accounts; set to Prospect |
[ ] |
| Karly |
Update ABM send logic to exclude Accounts where Type = Customer |
[ ] |
| Karly |
Verify Calendly variable in ABM email templates; fix if broken |
[ ] |
| Parag |
Review Tier 1 list in Salesforce to confirm no other current clients are included |
[ ] |
| Parag |
Share LinkedIn landing page links with Karly |
[ ] |
| Parag |
Grant Mark and Karly Cloudflare access |
[ ] |
| Mark/Karly |
Audit PaperTube Cloudflare setup; optimize bot protection |
[ ] |
Notes & Context
Salesforce ABM Setup
- Accounts are segmented by ABM Tier (1, 2, 3) using a custom field.
- Email records are accessible via the App Launcher → search "ABM" → ABM Emails.
- List views available: Today's Actions, This Week, All.
- Activity on each contact record will show email send history, open events, and engagement.
URSA Major — Flagged as Current Client
- Parag identified URSA Major on the Tier 1 list during the call. They are an active client and must be excluded immediately.
- Root cause: some accounts were merged from PaperTube's existing Salesforce data without Account Type set. Going forward, the send logic should filter on
Type != Customer.
Cloudflare / Security Context
- PaperTube already has Cloudflare but lacks server-level layering. Asymmetric's stack adds: Cloudflare (edge) → WP Engine (server-level) → Rocket (CDN/edge caching).
- PaperTube has already blocked traffic from Colombia; bot traffic has since shifted to UK/Europe. Asymmetric may explore a
papertube.co.uk subdomain strategy to allow more granular geographic filtering without blocking legitimate European traffic.
- Security headers improved from D → A grade during prior SEO work. Two headers still require Cloudflare-level access to implement.
Site Health Benchmarks
- Asymmetric-hosted clients: 99–100/100 health scores.
- PaperTube current score: ~99 (up from ~60s at engagement start), with 2 remaining 404s and some orphaned pages to resolve.
- Asymmetric uses Crawl Scout to submit daily indexing requests to Google for all unindexed pages.