BluePoint ATM Marketing Review — March 2026
Date: March 2026
Meeting Type: Monthly Marketing Review
Attendees:
- Melissa Cusumano, Karly Oykhman, Avokerie Onorimuo, Mark Hope (Asymmetric)
- Mike Stebbins, Wade Zirkle (BluePoint ATM)
- Chuck (Sales Growth MD, external)
Client: [1]
Overview
Monthly review covering strong organic growth, reallocation of the Google Ads budget freed up by the concluded NY campaign, and a strategic pivot toward a 100-account ABM pilot. The client is in an active deal-closing phase (Buffalo Sabres, National Western Center, Buffalo Bills near-close, Kansas City World Cup interest), which has slowed their content review cadence — acknowledged and deprioritized accordingly.
Business & Deal Flow
| Opportunity | Status |
|---|---|
| Buffalo Sabres / KeyBank Arena | Closed — 2 reverse ATMs |
| National Western Center Complex | Closed |
| Buffalo Bills / Highmark Stadium | Near close |
| Kansas City World Cup (credit union lease) | High interest, stakeholders engaged |
Key Decisions
1. Google Ads Budget Reallocation
The NY-focused Google Ads campaign has concluded. The freed $30/day will be redistributed to the Reverse ATM and PMAX campaigns. Total monthly ad budget remains at $1,500/month.
Context: The Reverse ATM campaign is performing well on quality metrics (6.36% CTR, $5 CPC) but is severely budget-constrained — only 11% impression share on $8/day. Google's recommended budget of ~$50/day would yield ~25 clicks/day. The LinkedIn campaign also winds down around March 20, further freeing budget.
2. ABM Pilot — 100 Accounts Across 3–4 Segments
Agreed to shift from broad vertical campaigns (e.g., water parks) toward a targeted Account-Based Marketing pilot.
Structure:
- 100 accounts total, split across 3–4 segments (~25–33 accounts each)
- Rationale: test multiple niches simultaneously to identify the most viable one before committing resources
Process:
1. BluePoint provides target industries → Asymmetric builds the 100-account list (or BluePoint provides directly)
2. Asymmetric creates a ~6-page research doc per account covering: financials, tech stack, recent news, pain point hypothesis, product fit, buying committee with contact info, personalization hooks
3. Asymmetric builds personalized email sequences + coordinated outreach playbook (email + LinkedIn)
4. All activity logged in HubSpot via Orbit integration
Benchmark: Aviary ABM campaign — 36% open rate, 29% CTR (vs. ~20% and ~8% industry norms)
3. Landing Pages — High Priority
PMAX and Reverse ATM landing pages need client review before edits can be implemented. Improving landing page relevance raises Quality Score → lower CPC + higher ad rank. Deprioritized over social/blog content.
4. Project Management — Status Quo
Decision to keep PM workflow on Google/Gmail/Google Docs. Asana/ClickUp integration is paused indefinitely.
Website & SEO Performance
| Metric | Status |
|---|---|
| Total visitors | 1,600 (+40% MoM, +600 visitors) |
| Organic traffic | Doubled MoM |
| Organic keywords | Growing |
| Site health score | 100 |
| Keywords tracked | 124 |
| Domain Rating | Slight dip — normal; target is staying above 30 |
| Referring domains | Minor fluctuation from lost/gained backlinks; spam domains noted and monitored |
Content strategy is working. State pages (10 live, 10 drafted) and ongoing blog/keyword work are driving results.
Content & Asset Status
State Pages
- Live: 10 pages on service coverage map
- Texas page: Approved with minor edit — remove partial longhorn from right side of header image, remove watermark
- Next batch: 10 pages drafted, pending client review
Logo & Branding
| Asset | Status |
|---|---|
| Business cards | Updated |
| Pitch decks | Updated |
| Sales decks | Updated |
| Updated | |
| Website header | Pending (same day) |
| Sales sheets (Integra/Sodexo) | Pending — awaiting specific instructions from Mike/Wade |
Sales Sheets (Integra/Sodexo)
Mike and Wade to provide offline instructions. Desired direction: use conference flyer template (ATM on right, bullet-oriented layout), update machine to BluePoint-branded reverse ATM with wrap. Specific image/crop decisions TBD.
Online Calculators
Not yet reviewed by client. Options under consideration: leave open, gate behind email capture. Added to client's priority list.
Water Park Email Sequence
Drafted in HubSpot. Client has reviewed content in Google Sheets. Final review of templated version (imagery, buttons, formatting) needed before launch. Mike requested this be sent ASAP.
Action Items
Asymmetric (Karly Oykhman)
- [ ] Reallocate $30/day Google Ads budget from NY campaign to Reverse ATM + PMAX (maintain $1,500/mo total)
- [ ] Add ® trademark to website header (same day)
- [ ] Update Texas state page hero image (remove partial longhorn, remove watermark)
- [ ] Send next 10 state pages to Mike/Wade for review
- [ ] Send PMAX and Reverse ATM landing page edits to Mike/Wade for review
- [ ] Send water park HubSpot email sequence to Mike/Wade for final review
- [ ] Pause Asana/ClickUp integration work; keep PM on Google/Gmail/Docs
BluePoint (Mike Stebbins)
- [ ] Email Karly cover image list for proposal templates
- [ ] Email Karly target industries for ABM pilot → Karly builds 100-account list
- [ ] Email Karly ranked priority list
- [ ] Email Karly reverse ATM wrap/image instructions for Integra/Sodexo one-pagers
- [ ] Review PMAX and Reverse ATM landing pages (high priority)
- [ ] Review online calculators (gate vs. open)
- [ ] Provide final website edit list
Transcript Excerpts
On organic traffic performance:
"Your visitors are up to 1.6 thousand, that's up 600, that's nearly up 40%. Your organic traffic is doubled, right? And your organic keywords are growing as well, so everything's doing great on your website." — Mark Hope
On the Reverse ATM campaign budget constraint:
"Your impression share is only 11%. So that tells you that for every 100 searches that somebody does for Reverse ATMs, you're showing up for 11. And that's just because of your budget." — Mark Hope
On the ABM pilot structure:
"Maybe a way to do it would be to take 25 from four different segments or 33 from three different segments and then let's sample it and see what works best." — Mark Hope
On ABM performance benchmark:
"We've sent 215 emails over the last 30 days, a 36% open rate. I mean, that's unbelievable. The click rate is 29%. A good click rate is about 8%." — Mark Hope (re: Aviary)
On landing page quality score:
"If you get a higher quality score, you pay less for a click, and you get more ad rank. So Google rewards you if you have a really good quality score on a keyword." — Mark Hope
Related
- [1]
- [2]
- [3]