wiki/clients/current/papertube/_index.md · 586 words · 2026-04-05
Paper Tube Co — Client Index
Tube and custom paper packaging manufacturer serving two distinct customer segments: small e-commerce businesses (low-volume, direct-to-consumer) and large B2B enterprise clients (high-volume, custom orders). Google Ads (~$20k/mo) is currently the primary revenue driver.
Status
Active — Engaged across multiple workstreams: ABM outreach, email nurture, Google Ads management (newly approved), and website strategy under discussion.
First Seen
2026 Q1 (exact onboarding date TBD)
Last Activity
2026-04-02 — Quarterly marketing review
| Name |
Role |
Email |
| Parag Agrawal |
Owner / Decision-maker |
parag@papertube.co |
| Samantha (last name TBD) |
Fulfillment / Sample kit logistics |
— |
Active Projects
| Project |
Status |
Owner |
| ABM outreach campaign (227 accounts) |
Active — high engagement in alcohol/food verticals |
Karly Oykhman |
| Salesforce sample kit workflow |
In build — trigger on 2+ clicks, notify Samantha, 10-day follow-up task |
Mark Hope |
| Re-engagement nurture flows (by industry segment) |
In design — two tracks: cold ABM exits and warm-to-cold leads |
Karly Oykhman |
| Google Ads management takeover |
Approved — proposal + recommendations to be sent for sign-off |
Karly Oykhman / Mark Hope |
| WordPress/Shopify hybrid site (Option C) |
Pending — wireframe mock-up to be delivered; Parag consulting internal team |
Mark Hope |
Open Action Items
- [ ] Build Salesforce flow: trigger Samantha for sample kits on 2+ engagement signals; auto-create 7–10 day follow-up task; route call assignment to Parag (@Mark Hope)
- [ ] Draft ABM re-engagement emails by industry vertical; send to Parag for review (@Karly Oykhman)
- [ ] Define ABM nurture enrollment rules — contacts vs. leads; exclude sample-kit recipients (@Karly Oykhman)
- [ ] Design high-level landing page wireframe for WordPress/Shopify hybrid (Option C); send to Parag (@Mark Hope)
- [ ] Send Google Ads recommendations list to Parag for approval; implement on approval (@Karly Oykhman)
- [ ] Email Parag re: Google Ads management fee; await decision within one day (@Mark Hope)
Key Decisions (to date)
- 2026-04-02 — Parag approved Asymmetric to take over Google Ads management (~$20k/mo budget). Formal proposal and fee discussion pending.
- 2026-04-02 — Sample kit send (~$20/kit) approved as follow-up action for highly engaged ABM accounts (2+ clicks). Workflow to run through Salesforce → Samantha → sales call.
- 2026-04-02 — WordPress/Shopify hybrid site proposal (Option C) remains under consideration. No decision made; Parag wants to see wireframe and consult internal team before committing.
Context & Notes
- Google is described as "the lifeline of this business" — Parag is risk-averse about any changes that could disrupt traffic or revenue, even temporarily.
- Parag is hesitant about the website migration primarily due to perceived loss of control and the early stage of the agency relationship. He wants to see wins from current initiatives before committing to a larger infrastructure change.
- ABM engagement is concentrated in alcohol, wine, coffee, and food verticals. These should be prioritized for sample kit sends and re-engagement content.
- Apple privacy changes are suppressing click-rate data; true engagement is likely higher than the reported 2.5%.
- Current Salesforce setup has ABM contacts stored as contacts, not leads — this affects nurture enrollment trigger logic.
- [1] — Quarterly review: ABM performance, Google Ads audit, website strategy discussion
- [2] (to be created)
- [3] (to be created)
- [4] (to be created)