Kickoff meeting to review and align on the Account-Based Marketing (ABM) strategy for [1]. Strategy was approved. Discussion covered ICP refinement, five target verticals, execution channels (landing pages, LinkedIn ads, email nurture), and Salesforce integration requirements for importing a 400-contact prospect list.
Attendees:
- Parag Agrawal — PaperTube (client)
- Mark Hope — Asymmetric
- Karly Oykhman — Asymmetric
- Isalia Ramirez — Asymmetric
The ABM strategy is approved. Focus is on a "bullseye" of high-value, founder-owned DTC brands with a brand-first message. Outer rings of the target can be expanded later as the campaign matures.
The current ICP was built from the Salesforce Reward Level field, which Parag flagged as inaccurate — it was missing key top customers. The ICP will be rebuilt using the Account Forecast Salesforce report, which aggregates total revenue by year and surfaces the true top accounts.
Founder- or family-owned brands are a primary ICP filter. Rationale: these brands invest heavily in packaging as an expression of brand identity. Later-stage or PE-backed companies tend to prioritize cost and functionality over brand differentiation.
| Vertical | Notes |
|---|---|
| Food & Beverage | Largest share of initial list |
| Supplements & Wellness | Add protein powders (e.g., Vital Proteins trend) |
| Beauty & Personal Care | — |
| Ag | — |
| Premium Lifestyle | Catch-all for niche markets |
To isolate the 400-contact import from existing automations — particularly the Super Round Robin lead assignment app — a new Lead Status value of ABM will be created. This prevents the list from being auto-assigned to sales reps or triggering existing Pardot drip campaigns.
One custom landing page per vertical. Framework is consistent; copy is tailored to each vertical. Primary CTA: request a quote. Pages will incorporate:
- Vertical-specific hero messaging
- Three messaging pillars (see below)
- Social proof / testimonials section
Messaging Pillars (applied to all verticals):
1. Patented child-resistant technology (primary differentiator for cannabis vertical)
2. Brand-first approach — targeting marketing personas, not procurement
3. Track record with artisan, high-quality brands
Content sourcing approved:
- Pull imagery freely from PaperTube website and Instagram
- Source testimonials from Trustpilot and blog case studies (blogs contain embedded customer quotes)
- Trustpilot embed codes require login access (see action items)
Review process: Parag asked how to approach copy review. Mark's guidance: flag anything factually incorrect first; share any proven messaging or phrasing that has worked; avoid stylistic edits in the first pass — get something live and iterate.
New channel for PaperTube. Enables hyper-targeting by company and job title — can target the exact accounts on the ABM list. Bidding strategy: higher bids for bullseye accounts, lower bids for broader industry/title targeting in outer rings.
Vertical-specific drip sequences for the 400-contact list. Content tailored by industry; landing pages used as resources within emails.
Asymmetric (new value to be added)ProspectABM (new value — isolates from all existing automations)PaperTube uses an app called Super Round Robin that auto-assigns new leads to sales reps. Parag confirmed it has triggered on past list imports, not just web form submissions. If the 400-contact list triggers this, it will disrupt the ABM campaign and frustrate the sales team.
Mitigation:
1. Create the ABM Lead Status before import — confirm it is excluded from all automation triggers
2. Run a trial import of 10 leads first and verify no automations fire before importing the full list
Do not modify existing Salesforce fields — existing automations may depend on them. Instead, create new ABM-specific fields alongside existing ones:
| New Field | Purpose |
|---|---|
ABM Vertical |
Maps to the five campaign verticals |
ABM Industry |
ZoomInfo-sourced industry (sits alongside existing Industry field) |
| SIC codes | Already in ZoomInfo export; add to Salesforce for segmentation |
| Revenue range, employee count | Enrich for ICP analysis and reporting |
Goal: be able to run reports on contacts by vertical, track which verticals are generating engagement and pipeline, and assess ICP accuracy over time.
| Owner | Action | Due |
|---|---|---|
| Karly | Rebuild ICP using the Account Forecast Salesforce report | — |
| Karly | Finalize competitor battle cards | — |
| Karly | Build social proof sections for all 5 landing pages; send copy to Parag for review | EOD Jan 15 |
| Karly | Add Asymmetric lead source in Salesforce |
— |
| Karly | Create new ABM Lead Status in Salesforce |
— |
| Karly | Create new custom fields: ABM Vertical, ABM Industry, SIC codes, revenue range, employee count |
— |
| Karly | Run trial import of 10 leads; verify no automations trigger | — |
| Karly | Import remaining ~389 leads after trial confirms clean | — |
| Parag | Review landing page copy | EOW Jan 16 |
| Parag | Send Trustpilot login credentials to Mark / Karly | — |
| Mark | Send ACH routing and account number to Parag | — |
Parag raised the idea of monetizing lower-quality inbound leads that don't meet full-customization MOQs. Mark outlined a three-tier model:
Rationale: PaperTube is already paying for these leads (clicks, inbound). A tiered model captures revenue from leads that currently fall out of the funnel and creates a natural upgrade path toward full customization. Tabled for a future conversation — not in scope for this phase.
Mark noted that existing customers are currently receiving the same generic drip as cold prospects. Best practice: segment existing customers into a separate track focused on case studies, expansion ideas, and relationship-deepening content rather than top-of-funnel brand awareness. Tabled for a future conversation.