BluePoint ATM Marketing Call — March 2026
Monthly marketing review with BluePoint ATM. Primary outcomes: pivot to ABM, reallocation of Google Ads budget from ended NY campaign, and alignment on content review priorities.
Attendees: Mark Hope, Karly Oykhman, Avokerie Onorimuo, Melissa Cusumano (Asymmetric); Mike Stebbins, Wade Zirkle (BluePoint ATM); Chuck (SalesGrowthMD)
Source: Fathom recording
Overview
The call covered four main areas: website/SEO performance review, Google Ads campaign status and budget reallocation, a strategic pivot from broad industry campaigns to Account-Based Marketing (ABM), and a prioritization exercise for outstanding content and collateral items. BluePoint also shared recent deal wins including Buffalo Sabres (Key Bank Arena), National Western Center Complex, and a near-close with the Buffalo Bills (Highmark Stadium).
Key Decisions
1. Pivot to Account-Based Marketing (ABM)
BluePoint approved moving away from broad, industry-specific campaigns (e.g., Waterparks) toward a targeted ABM approach.
- Pilot size: 100 accounts
- Structure: Diversified across 3–4 segments (e.g., 25 accounts each) to test which niches perform best before concentrating resources
- Process: Each account receives a personalized email + LinkedIn sequence, built from a ~6-page research document covering company overview, financials, tech stack, news, pain point hypotheses, buying committee contacts, and personalization hooks
- Platform: Orbit (Asymmetric's proprietary ABM platform), synced to HubSpot as the central source of truth
- Rationale: ABM is expected to yield higher ROI than broadcast campaigns; Asymmetric's Aviary client is seeing 36% open rates and 29% CTR with the same approach
"The idea is the perfect marketing thing is one marketing campaign for one person." — Mark Hope
2. Google Ads Budget Reallocation
The NY-focused Google Ads campaign has ended. The full $1,500/month budget will be redistributed to the two active campaigns.
| Campaign | Status | Key Metrics |
|---|---|---|
| NY Campaign | Ended | — |
| PMAX | Active | Budget being increased |
| Reverse ATM | Active | 6.36% CTR, $5 CPC, 11% impression share |
The Reverse ATM campaign is performing well on quality metrics but is severely budget-constrained ($8/day vs. Google's recommended $50/day). Increasing budget is expected to meaningfully improve impression share (currently 11%).
3. Landing Pages Prioritized Over Social/Blog
BluePoint confirmed that reviewing and approving the PMAX and Reverse ATM landing pages is a higher priority than social media posts and blog content. More relevant landing pages improve Google Ads quality scores, which lowers CPC and improves ad rank.
4. Project Management Stays in Google Workspace
The Asana/ClickUp integration is on hold indefinitely. Communication and task tracking will remain in Gmail and Google Docs.
Website & SEO Performance
Strong results across the board — site health score is 100.
| Metric | Status |
|---|---|
| Organic visitors | ~1,600/mo (↑ ~40%) |
| Organic keywords | Doubled |
| Site health score | 100 |
| Keywords tracked | 124 |
| Domain Rating | Slight drop, not a concern; target is staying above 30 |
Domain Rating note: DR fluctuations are normal and not a reliable performance signal above the 30 threshold. Referring domain changes are often spam links being removed or articles being updated — no action needed unless DR drops below 30.
Content & Asset Status
State Pages
- 10 state pages live on the service coverage map
- Next batch of 10 drafted; Karly to send for review
- Texas page: Fort Worth Stockyards longhorn image approved; watermark and partial horn on right to be removed before publishing
Logo / Brand Rollout (Trademark "R")
| Asset | Status |
|---|---|
| Business cards | ✅ Complete |
| Pitch decks | ✅ Complete |
| Sales decks | ✅ Complete |
| LinkedIn profile | ✅ Complete |
| Website header | 🔄 In progress (to be done same day) |
| Sales sheets / one-pagers | ⏳ Pending BluePoint instructions |
Sales One-Pagers
BluePoint to provide specific instructions. Likely changes:
- Update ATM image to show BluePoint-branded wrap
- Switch from circular callout format to bulleted layout (referencing September conference flyer as template)
Online Calculators
Awaiting BluePoint review. Options include gating with a lead-capture form (email required to access).
Waterpark Email Sequence
Drafted in HubSpot. Karly to send preview to Mike/Wade for final spot-check (imagery, buttons, formatting) before launch.
Action Items
Asymmetric (Karly)
- [ ] Reallocate Google Ads budget from NY campaign to PMAX and Reverse ATM; maintain $1,500/mo total
- [ ] Add trademark symbol to site header
- [ ] Send next 10 state pages to Mike/Wade for review; update Texas header image and add approved pages to map
- [ ] Send Waterpark email sequence (HubSpot preview) to Mike/Wade for final approval
- [ ] Send meeting recap to Mike, Wade, and Mark
BluePoint (Mike / Wade)
- [ ] Email Karly the cover-image list for proposal/Google Doc templates
- [ ] Email Karly PMAX and Reverse ATM landing page edits → Karly to apply and launch
- [ ] Email Karly 3–4 ABM target industries/criteria → Karly to build account list, research docs, and sequences
- [ ] Email Karly specific instructions for Reverse ATM wrap/image on sales one-pagers → Karly to update collateral
- [ ] Review Waterpark email sequence and approve
- [ ] Review online calculators and provide feedback (gating, format, etc.)
Business Context
Recent deal activity mentioned during the call:
- Buffalo Sabres / Key Bank Arena — Closed; 2 reverse ATMs
- National Western Center Complex — Finalized
- Buffalo Bills / Highmark Stadium — Near close
- Kansas City World Cup (credit union) — Credit union interested in leasing reverse ATMs for the World Cup, with potential for a permanent lease afterward
Related
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