HubSpot CRM Review & Optimization — 2026-04-05

Overview

HubSpot training session with BluePoint ATM covering integrations (Fathom, CallRail, LinkedIn Sales Navigator), email automation and drip campaign workflows, competitor tracking setup, and CRM interface customization. Asymmetric team members Mark Hope and Melissa Cusumano led the session with Wade Zirkle and Mike Stebbins.

Attendees:
- Wade Zirkle — BluePoint ATM (wade@bluepointatm.com)
- Mike Stebbins — BluePoint ATM (mike@bluepointatm.com)
- Mark Hope — Asymmetric (mark.hope@asymmetric.pro)
- Melissa Cusumano — Asymmetric (melissa.cusumano@asymmetric.pro)

Key Decisions

Mike upgraded to Super Admin in HubSpot for full access to properties, settings, and customization. May require logout/login to take effect.
CallRail recommended over HubSpot's native phone numbers for call recording and attribution due to dynamic number insertion, AI-powered call analysis, and HubSpot integration — all for under $100/month.
LinkedIn Sales Navigator Advanced Plus required for HubSpot integration. Current plan (Advanced, ~$1,800/yr) does not support it; Advanced Plus is ~$1,600/yr — a marginal cost difference worth evaluating.
Drip campaigns deferred to a follow-up session. Wade and Mike will draft decision trees and campaign ideas first; Asymmetric's Chris will build the workflows.
HubSpot as single source of truth — all competitor intelligence, call notes, and activity should live in HubSpot rather than scattered across Google Drive or other tools.

Action Items

[ ] Upgrade LinkedIn Sales Navigator to Advanced Plus Edition for HubSpot integration — @Mike Stebbins
[ ] Draft list of drip campaign ideas (nurture leads, "not interested" check-ins) — @Wade Zirkle
[ ] Draft list of drip campaign ideas (nurture leads, "not interested" check-ins) — @Mike Stebbins
[ ] Develop decision trees / "if this, then that" sequences for HubSpot automation workflows — @Wade Zirkle
[ ] Develop decision trees / "if this, then that" sequences for HubSpot automation workflows — @Mike Stebbins
[ ] Discuss HubSpot optimization further in next week's marketing meeting — @BluePoint Team
[ ] Explore and implement competitor tracking fields and company records in HubSpot — @Asymmetric / BluePoint

Topics Covered

Fathom Integration

Fathom was already connected to HubSpot. The current workflow requires a manual "Sync to CRM" button click from within a Fathom recording — functional but not fully automated. Mark noted that the HubSpot AI assistant (top of the interface) can be used to search synced call notes.

Tip shared: Copy full Fathom transcripts into a Google Doc and use ChatGPT to search across all calls — useful for finding specific discussions from past sessions.

Mike was advised to enable the Fathom sync from within his own HubSpot account settings.

CallRail Integration

Mark recommended CallRail for call tracking and attribution, particularly given BluePoint's interest in an AI answering service for machine stickers and inbound lead calls.

Key features discussed:
- Dynamic number insertion — replaces website phone numbers per visitor session, tying calls back to specific ad clicks and search keywords
- Call recording + AI analysis — automatically categorizes calls (complaints, sales, service)
- Attribution — closes the gap between digital ad spend and phone call conversions
- HubSpot integration — confirmed available
- Pricing — under $100/month for multiple numbers and full feature set
- Forwarding — CallRail numbers forward to existing phones; no new hardware needed

Previously discussed in context of state landing pages using unique area codes per page.

"With CallRail, you'll know exactly [which campaign drove the call]." — Wade Zirkle

LinkedIn Sales Navigator Integration

The HubSpot integration was located under Settings → Connected Apps → LinkedIn Sales Navigator. Mike connected the app during the session, but received an error:

"Need a LinkedIn Sales Navigator Advanced Plus contract to access this integration."

Pricing comparison:
| Plan | Price |
|---|---|
| Advanced (current) | ~$1,800/yr |
| Advanced Plus (required) | ~$1,600/yr |

The upgrade is a marginal cost difference and likely worth pursuing for the CRM sync benefit (LinkedIn profile data surfaced directly on contact records).

Email Campaigns & Automation

Mark clarified the distinction between three types of email sends in HubSpot:

One-to-one — sent directly from a contact record
Segment-based blast — one email sent to a filtered list (e.g., everyone who attended a specific show)
Automated workflow — triggered by a condition (form fill, lifecycle stage change, field update, etc.)

Marketing vs. Informational emails:
- Marketing emails require contacts to be flagged with Marketing Contact Status = true and count against subscription limits
- Informational emails (e.g., holiday closures) have fewer restrictions but limited formatting options

Drip campaigns: Wade and Mike clarified their use case — staying on the radar of inactive or "not interested" leads via periodic outreach. Mark confirmed this is achievable via HubSpot Workflows (Automation → Workflows). An existing entertainment vertical workflow was shown as an example: email → 7-day wait → delay to Tuesday/Friday → next email → branch logic based on opens.

Melissa confirmed Asymmetric's Chris can build the workflows once BluePoint provides the decision tree logic.

Competitor Tracking

Wade raised the need to track which venues/locations are held by competitors (currently ~4 major competitors in the reverse ATM space).

Recommended approach:
- Create Company records for competitor venues (e.g., "American Family Field")
- Add a custom field: Account Status (dropdown: Our Account / Competitor Account / No Vendor / Not Applicable)
- Add a linked field: Competitor Name (dropdown of known competitors), shown conditionally when Account Status = Competitor
- Create a Competitor segment/view to filter and monitor by competitor

Additional suggestion: Set up Google Alerts for competitor names and paste relevant news into the company record notes — keeping HubSpot as the single source of truth.

"Best practices is for HubSpot to become your single source of truth. If you learn something, put it in HubSpot." — Mark Hope

HubSpot Interface Customization

Contact record layout:
- Click the gear icon on a contact record to add/remove property cards and reorder sections
- Click the pencil icon on "About this contact" to reorder individual fields
- Layouts are per-user by default (Mike and Wade can have different views); a global layout can be set if needed

List/view columns:
- Use Edit Columns (upper right of any list view) to add, remove, or reorder columns
- Right-click any record → "Open in new tab" to avoid losing list context while reviewing individual records

Dropdown field options:
- Navigate to Actions → View All Properties → Manage Properties to edit dropdown values
- Changing a value affects all records already using it — proceed carefully

Permissions note: Mike was upgraded to Super Admin mid-session after being unable to access "Manage Properties." Full access confirmed; logout/login may be required.

Reporting & Dashboards

Mark gave an overview of the three ways to monitor data:

Views — filtered, column-customizable lists (most commonly used day-to-day)
Reports — pre-built and custom; found under Reporting → Reports
Dashboards — Sales Manager and Sales dashboards available out of the box; custom dashboards can be built on request

"Just tell us what you want. We'll make it for you." — Mark Hope

Goals can be created under Reporting → Goals and compared against actuals.

Next Session

Wade and Mike to bring completed decision trees for drip campaign workflows
Further HubSpot optimization to be discussed in BluePoint's next weekly marketing meeting
Asymmetric (Chris) to build out workflows once logic is provided

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