Kick-off strategy call with Paper Tube Co (PTC) to finalize ABM targeting criteria, approve the messaging framework, and align on launch logistics. Parag Agrawal (PTC founder) reviewed and approved the full strategy. The team is now moving from "what and why" into "how."
Attendees:
- Parag Agrawal — Paper Tube Co (client)
- Karly Oykhman — AAG (lead)
- Mark Hope — AAG
- Melissa Cusumano — AAG
- Isalia Ramirez — AAG
- Avokerie Onorimuo — AAG
The initial target is accounts likely to spend $25,000+ annually on packaging — the threshold Parag identified as "substantial" business. The long-term aspiration is $100k+ accounts.
"It really starts at like $25,000 and above is where I feel like that line is kind of where we have like substantial amount of our customers in our business." — Parag
Rationale: PTC's revenue follows the 80/20 rule. ~100 accounts at the $25k+ tier generate ~80% of revenue. Only ~5 accounts currently hit $100k+, making that an aspirational tier rather than a realistic starting filter.
Bullseye list size: ~100 accounts (inner ring), with ~500 in the next ring and ~2,000 in the outer ring. Strategy is to work inward-out and reprioritize based on engagement data.
| Pillar | Angle | Key Messages |
|---|---|---|
| Packaging as Performance | Packaging is a marketing investment, not a cost center | Only touchpoint 100% of customers see; drives unboxing content; reframes packaging spend from ops budget to marketing ROI |
| Experiential Unboxing | Emotional connection and brand loyalty through the unboxing moment | Quality → delight → memory → loyalty; packaging is the moment the brand becomes real |
| Conscience & Sustainability | Sustainability as both offensive (attracts consumers) and defensive (retains them) strategy | Paper vs. plastic; 73% of consumers changed habits to reduce environmental impact; EPR compliance for $5M+ revenue companies |
Manifesto (approved): "Your packaging reaches every customer. It's the most reliable touch point you have. Your packaging creates a feeling — the anticipation, the reveal, the tactile experience. It's the moment when the brand becomes real. Your packaging tells the truth about your values. Paper, not plastic. Sustainable, not performative. Aligned with what your customers care about. Great packaging isn't a cost. It's an investment that pays off in perception and loyalty and earned media and doing business the right way. Paper Tube Company makes packaging that does all this beautifully."
Build account list → create segment-specific Shopify landing pages → run small-scale email + LinkedIn campaigns → measure engagement → scale based on results.
Each landing page will frame the three pillars in the context of a specific vertical segment. CTAs will drive form fills or meeting requests.
Primary (3):
1. Intent-based — searching for custom packaging, brand-specific packaging, EPR compliance
2. Trigger-based — new leadership hires, new product launches, market expansions
3. Lookalike modeling — built from PTC's top 10–15 clients pulled from Salesforce
Secondary/Supporting (2):
4. Vertical-specific messaging — niche copy tailored to each segment
5. Job description mining — identify target titles within priority accounts
| Vertical | Sub-segment | Notes |
|---|---|---|
| Food & Beverage | Tea | High growth; Razi Tea cited as fast-growing client |
| Food & Beverage | Artisan chocolate | French Broad Chocolate = $100k+ client; use as lookalike anchor |
| Spirits | Non-alcoholic / mocktail | High growth; PTC has no current clients here — greenfield |
| Beauty & Personal Care | Luxury cosmetics, fragrances | Strong fit; confirmed existing clients |
| Beauty & Personal Care | Luxury hair tools | Harder sell — manufacturing often bundled in China |
| Health & Wellness | Protein powder | Sustainability trend driving shift from plastic; Vital Proteins cited as market signal |
| Home & Lifestyle | Luxury pet accessories | Emerging; PTC does some pet treats/supplements already |
| Fashion Accessories | Luxury jewelry, designer eyewear | High price points justify premium packaging; Tiffany box analogy |
| Cannabis | All sub-segments | Largest current client is cannabis; market consolidating but still significant |
| Hospitality | Spas | Spa retail (salts, treatments) identified as good fit |
Deprioritized: Candles (low margin), indie skincare (too small), tech/electronics (bundled China manufacturing), stationery/premium pens (niche, small market).
| Tool | Status | Notes |
|---|---|---|
| Shopify | ✅ Resolved | Admin access granted; landing page development unblocked |
| GA4 | ✅ Confirmed | Access in place |
| Search Console | ✅ Confirmed | Access in place |
| Salesforce | ✅ Confirmed | Karly confirmed access |
| Account Engagement | ✅ Confirmed | Karly confirmed access |
| Google Ads | ⚠️ Pending | Manager account setup blocked by technical issue; workaround: Mark to accept user invitation from Parag directly |
| Domain Registrar | 🔵 Not needed | Parag retains sole access; if verification records needed, will do via screen share |
A viral TikTok video (~2.5M views) of sushi served in a push-up paper tube generated ~6 inbound inquiries for PTC. Parag proposed a quick-turn targeted campaign to capture this demand.
Open questions: Has the trend peaked? Is there a sustainable B2B market (sushi restaurants, meal kit companies)?
Next step: Mark to research current trend trajectory before committing to a landing page.
Mark proposed applying the same push-up tube format to a less perishable, trending product. Scandinavian candy is currently viral with younger consumers. Concept: a candy push-up tube as a novel retail format.
PTC has a paper/plastic hybrid tube variant (screw-up mechanism, like a chapstick) that could work for this application.
Thursday, January 15 — same time slot.