Campaign Planning & HubSpot Training — 2026-04-05
Overview
Strategy call with BluePoint ATM covering next campaign vertical selection, HubSpot CRM training and permission fixes for Mike Stebbins, drip campaign architecture for inactive leads, and website blog/SEO decisions. Mike is newly onboarded to the full marketing stack and this call served as both a tactical planning session and a hands-on CRM orientation.
Attendees:
- Mark Hope (Asymmetric)
- Melissa Cusumano (Asymmetric)
- Karly Oykhman (Asymmetric)
- Avokerie Onorimuo (Asymmetric)
- Wade Zirkle (BluePoint ATM)
- Mike Stebbins (BluePoint ATM)
- Chuck (salesgrowthmd.com)
Key Decisions
- Next campaign vertical: Stadiums & Arenas. Live music was the prior plan but the group pivoted to stadiums/arenas as the more established reverse ATM adopter segment with a larger addressable market (NCAA Division I/II/III, minor leagues, semi-pro). Live music remains queued for a future campaign and can reuse the same asset structure.
- Campaign after stadiums: Water Parks & Amusement Parks. Timing rationale: these venues are in budget season now (fall/winter) and staff attention is available while parks are closed. This is the "next wave" segment before reverse ATM becomes widely pursued there.
- Mike and Wade will pull the ZoomInfo list themselves for the stadium/arena campaign to maintain control over audience targeting. ZoomInfo allows ~700 contact downloads per month.
- Ad budget split confirmed: $3,500 to Google Ads, $1,500 to LinkedIn Ads. LinkedIn ads were just reactivated and pending approval; analytics review in 2–3 weeks.
- Blog section to move to website footer for SEO benefit without cluttering main navigation.
Action Items
| Owner | Task | Due |
|---|---|---|
| Mike & Wade | Compile list of HubSpot training topics for Tuesday 9 AM MT session | Before Tuesday |
| Mike | Draft initial topic ideas for "not ready" drip campaign | TBD |
| Team (Asymmetric) | Review and update entertainment campaign messaging/visuals for stadium/arena audience | Next sprint |
| Wade | Complete overdue ClickUp tasks, including October blog and social content review | ASAP |
| Melissa | Move blog section to website footer | TBD |
| Mark | Set up mike@bluepointatm.co as a HubSpot sending email address |
TBD |
| Mike | Review auto-reply copy draft in ClickUp and edit as needed | Friday |
| Mike/Wade | Pull ZoomInfo list for stadium/arena campaign | Before next campaign launch |
Campaign Planning
Vertical Sequencing
The group aligned on a two-criteria framework for choosing campaign segments:
1. Adoption stage — target early adopters (stadiums/arenas) to ride existing momentum, then move to emerging segments (water parks, amusement parks, attractions).
2. Seasonality — hit venues during their off-season when budget decisions are being made and operational attention is available.
Proposed sequence:
1. Stadiums & Arenas (current) — NCAA, minor league, semi-pro facilities are thousands of individual prospects. Professional venues are already cashless; the opportunity is in the mid-market.
2. Water Parks & Amusement Parks — budget season now; not yet saturated by competitors.
3. Live Music — deferred but easy to execute; can duplicate and lightly rework the entertainment campaign assets.
4. Military/Museum Attractions — mentioned as a future niche (Intrepid, Midway, Yorktown); especially relevant in cashless-ban states like New York.
Conference Targeting
Mike will begin identifying industry conferences for 2025 to build brand recognition ahead of attendance. The intent is to start prospecting conference attendees now so there is name recognition by the time BluePoint shows up in person.
ZoomInfo Usage
- ~700 contacts/month available for download
- Fields from ZoomInfo exceed standard HubSpot fields; a download should be reviewed to decide which fields to preserve and create as custom HubSpot properties
- Mike will manage the ZoomInfo login (updating 2FA to his phone number)
Ad Channels
- LinkedIn Ads: reactivated with new budget, pending LinkedIn approval (2–3 days). Wade should expect invoices.
- Google Ads: $3,500 allocated.
- LinkedIn Sales Navigator: Mike now has his own seat as admin.
HubSpot Training & CRM
Permissions Fix
Mike could not see contact activity histories (emails, calls, timeline events) in his HubSpot account. Mark identified a missing user permission and updated it live during the call. Mike confirmed he could immediately see activity on contacts that were previously blank.
CRM Concepts Covered
- Contacts vs. Companies: Relational databases — contacts link to company records and vice versa.
- Views & Filters: How to create saved views (e.g., "Colorado contacts"), apply advanced filters, and work from a filtered list for prospecting calls. Tip: right-click a contact to open in a new tab so the list view is preserved.
- Activity Panel: Logging calls (outcome, direction, notes), emails, meetings, tasks. Encouragement to log calls in real time while on the phone.
- Website Activity: Per-contact tracking of site visits and pages viewed — useful for prioritizing warm prospects.
- Email Engagement: Can see per-contact open counts, click counts, and which emails were received. Contacts who opened emails multiple times are priority outreach targets.
- Bulk Actions: Select all contacts in a view to bulk-assign, bulk-edit, or enrich records.
- Contact Type Field: Mark recommended adding a custom
contact_typefield (customer, lead, vendor, partner) to segment the database and prevent marketing emails from going to non-leads. Asymmetric uses this pattern in their own HubSpot.
Upcoming HubSpot Training Session
- Scheduled: Tuesday at 9 AM MT
- Format: Mike and Wade to send a list of topics/questions in advance so the session can be structured
- Potential topics: ZoomInfo field mapping, scheduling link setup, Sales Navigator integration, Fathom integration
Current HubSpot State
- 1,622 contacts in the system
- Entertainment automation is active — 990 recipients, 10-email sequence, launched September
- Imports on record: Entertainment contact list, Banker's Bank of the West, Pyramid Corporate Contacts, Google My Business reviews, and others
- Zoo/attractions list was discussed previously but no marketing has been sent to it
Drip Campaign Architecture
No drip campaigns exist yet beyond the entertainment sequence. Mark outlined a recommended structure:
| Campaign | Trigger | Cadence |
|---|---|---|
| Not Ready | Lead says "interested but not now" | Monthly nurture, indefinite |
| Unresponsive | No engagement, no unsubscribe | Lower frequency, long-term |
| Active Leads | Engaged, in conversation | Higher frequency, shorter window |
Next step: Mike to draft initial topic ideas for the "not ready" campaign. Content can pull from blog posts for dual SEO/nurture value.
Website & Content Strategy
- Blog placement: Melissa to move blog section to the website footer. Rationale: SEO benefit without cluttering main navigation.
- October blogs and social content: Pending Wade's review in ClickUp (overdue).
- Blog-to-email integration: As the email list grows, blog content should be distributed via email campaigns. Social posts should align with blog topics to create a unified content rhythm.
- Auto-reply copy: Melissa drafted a generic contact form auto-reply ("Thank you for your interest in BluePoint ATM…"). Assigned to Mike for final copy edit by Friday. Decision: use a single blended form (not separate reverse ATM vs. traditional ATM forms).
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