ABM Strategy & Target List — 2026-04-05

Overview

Internal prep call between Mark Hope, Karly Oykhman, and Isalia Ramirez to finalize the PaperTube ABM strategy ahead of the client presentation. The session covered competitive positioning insights from an AI-assisted analysis, a review of the initial ZoomInfo target list, and a plan to narrow that list to a workable first-campaign size.

Attendees: Mark Hope, Karly Oykhman, Isalia Ramirez (all Asymmetric)

Key Decisions

• Lead with child-resistant packaging. Claude's competitor URL analysis surfaced this as a genuine market gap — competitors largely don't offer it. This should be elevated as a primary differentiator alongside the existing premium brand packaging angle.
• Target list: 7,500 → ~500. The initial ZoomInfo pull (NAICS codes + geography) is too broad for a first campaign. Narrow to ~500 contacts before presenting to the client.
• Save the broad search. The 7,500-contact search should be preserved in ZoomInfo for future campaign phases — don't lose it.
• Drop competitor-based campaign ideas. Claude suggested campaigns structured around specific competitors; the team agreed this isn't the right approach and those sections will be removed from the working doc.
• Rerun competitive analysis with China URLs. The current analysis is missing PaperTube's most significant competitive threat — direct-from-China manufacturers. The analysis is incomplete until those URLs are included.

Action Items

• [ ] Karly — Rerun Claude competitive analysis including direct-from-China manufacturer URLs (Mark to share link from folder)
• [ ] Karly — Delete competitor-based campaign ideas from the PaperTube ABM doc
• [ ] Karly — Refine ZoomInfo list to ~500 contacts using the filters below; save the broad 7,500-contact search before modifying
• [ ] Mark & Karly — Prepare client presentation covering refined positioning and concrete ABM execution plan

ZoomInfo List Refinement Plan

Starting point: ~7,500 contacts pulled via NAICS codes + US geography

Filters to apply (in priority order):

Known data gap: Job titles were not included in the initial ZoomInfo search criteria. These need to be added to ensure outreach reaches actual buyers within each vertical.

Quality note: Spot-checking revealed poor-fit companies (e.g., PJ's Coffee) that technically match NAICS codes but aren't realistic PaperTube prospects. The engagement filter should help surface better-fit contacts without requiring manual review of all 7,500 records.

Competitive Analysis Summary

Karly ran competitor URLs through Claude to identify positioning gaps. Key outputs:

Confirmed positioning (already in strategy):
- Premium brand packaging

New differentiator identified:
- Child-resistant packaging — limited competitor presence; strong market gap to lean into

Useful byproduct:
- Objection-handling content generated by the analysis; recommended to share with PaperTube's sales team as sales enablement material

Gap:
- Direct-from-China manufacturers — PaperTube's stated primary competitive threat — were not included in the URL set analyzed. The analysis must be rerun once those URLs are added.

Target Vertical Framework

AI analysis of PaperTube's top Salesforce customers identified four key verticals as the ICP foundation. (Verticals not enumerated in this call — reference the working ABM doc for the full list.) The vertical analysis also produced NAICS codes and geographic criteria used to build the initial ZoomInfo search.

Related

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