BluePoint ATM Marketing Call — State Pages, HubSpot Fix, Ad Landing Pages

Overview

Marketing sync with BluePoint ATM (Wade Zirkle, Mike Stebbins) and Asymmetric team (Karly Oykhman, Melissa Cusumano, Mark Hope, Avokerie Onorimuo). Primary agenda: review the first 10 state pages and the new Service Coverage page, then resolve several open marketing operations issues including a broken HubSpot integration, unreviewed live ad landing pages, CallRail number allocation, and Google Ads budget during the active New York campaign.

Attendees:
- Karly Oykhman — Asymmetric (account lead)
- Melissa Cusumano — Asymmetric
- Mark Hope — Asymmetric
- Avokerie Onorimuo — Asymmetric
- Wade Zirkle — BluePoint ATM
- Mike Stebbins — BluePoint ATM
- Chuck (chuck@salesgrowthmd.com) — external

Key Decisions

Topics

1. Service Coverage Page

The new hub page linking out to all state pages was reviewed live. Key discussion points:

• Name: "Service Coverage" selected. "Find a Provider" was rejected because it implies a third-party provider rather than BluePoint directly.
• Copy: Current draft copy ("we have providers across the country") was flagged. Agreed replacement direction: "BluePoint provides full-service ATM and reverse ATM cash-to-card kiosk management nationwide." Asymmetric will revise and send for review before publishing.
• Map plugin: The free version is sufficient. On hover, state names appear. The $80/year pro version (which adds persistent state name labels and color customization) was deemed unnecessary.
• Navigation: Page will live in the main site navigation and serve as the entry point to individual state pages.

2. State Pages — First 10

The first 10 state pages were reviewed. Two categories of feedback were solicited: (a) global template changes to apply before building more pages, and (b) page-specific content corrections.

Template-level changes (apply to all 10):
- Hero images: Washington page was using the Colorado image. Asymmetric will audit and correct all 10 hero images.
- ATM equipment section: Move the BluePoint-branded ATM image to the first (leftmost) position for better brand visibility.
- State name casing: "Serving WASHINGTON" → "Serving Washington" (lowercase state name).
- Contact form: Add the Product dropdown (Cash ATM / Reverse ATM / Other Kiosk) to match the main site form.

Process: BluePoint will review the remaining 8 pages async and provide feedback. Pages will be pushed live once the Service Coverage page is finalized.

3. CallRail Number Strategy

• Constraint: Current CallRail plan allows 10 numbers; 6 are in use, leaving 4 available.
• Existing numbers: Eastern office, Western office, main office (footer), one dynamic number on the homepage section, two Google Ads numbers, and the dedicated New York campaign number (6 total).
• Decision: Use the 4 remaining numbers to create regional groups (e.g., Midwest, West, Atlantic) for the state pages. The New York number will remain dedicated to the NY campaign for clean tracking — other states should not share it while the campaign is active.
• Future: After the NY campaign concludes, the NY number can be reassigned or folded into a regional group.

4. HubSpot Product Dropdown — Integration Failure

Problem: Wade and Mike tested a form submission (Reverse ATM landing page) and confirmed the "Product" dropdown selection (ATM / Reverse ATM / Other Kiosk) is not populating the "Product" field in HubSpot. All other fields (name, phone, email) sync correctly.

Impact: Lead routing is broken. BluePoint routes Cash ATM leads to Wade and Reverse ATM leads to Mike automatically via HubSpot. Without the Product field, leads fall into a general pool and require manual sorting, creating risk of lost or misrouted leads.

Root cause (suspected): Mismatch between the option values on the website form and the accepted values in the HubSpot Product field dropdown.

Resolution agreed:
1. Asymmetric will troubleshoot the sync failure on the Reverse ATM landing page form.
2. HubSpot Product field will be updated to exactly three options:
- Keep: Reverse ATM, Cash ATM
- Rename: Battery Kiosk → Other Kiosk
- Delete: Digital Advertising
3. Any existing leads currently categorized as "Battery Kiosk" will be migrated to "Other Kiosk." BluePoint confirmed this is acceptable.

"That kind of routes the prospect to Mike as a Reverse ATM prospect or to me as a Cash ATM prospect, and immediately takes it out of my HubSpot pool of thousands of contacts where it can just get lost." — Wade Zirkle

5. Ad Landing Pages — Unreviewed Content

Problem: Wade and Mike discovered a live ad landing page (Reverse ATM LP) via an incognito Google search that they had not previously reviewed or approved. The page contained outdated or incorrect information.

Context: Asymmetric has 4 landing pages built. Currently running paid traffic to 2 (Reverse ATM LP and a PMax page); the other 2 are paused due to underperformance.

Resolution:
- Asymmetric will send links to all 4 landing pages immediately for BluePoint review.
- New process established: All landing pages and any major content updates must be sent to BluePoint for review and explicit approval before going live or being attached to an ad campaign. This mirrors the process now in place for state pages.

"We just need to know if anytime anything is being published, we need to be aware and make sure." — Wade Zirkle

6. Google Ads Budget

• Current spend: ~$1,029/month against a $1,260/month cap ($42/day across two campaigns).
• Decision: Cap general Google Ads at $1,000/month to free up budget headroom for the New York campaign while maintaining some lead flow from existing campaigns.
• Future: Revisit the overall Google Ads strategy after the NY campaign concludes.

7. Integra List — Reverse Append Test

Mike will send a 200-row sample from the Integra client list to Asymmetric. Planned uses:
1. Reverse list append — match contacts into Google Ads or LinkedIn audience targeting.
2. Direct mail — still in consideration; pending results from the current direct mail test in market.

NY-related items will be tracked separately per Mike's request.

8. Microsoft Clarity — Website Behavior Tracking

Wade asked about heatmap and session recording capabilities. Karly confirmed Asymmetric uses Microsoft Clarity, which provides:
- Session recordings (where available based on user privacy settings)
- Rage click detection
- Navigation flow analysis

Karly will demo Clarity on the next call.

9. Recap Email Format

Mike requested a single consolidated email listing all outstanding items Asymmetric is waiting on from BluePoint (excluding NY items, which are tracked separately).

New format agreed: Future recap emails will include a prioritized running task list at the top, followed by the standard meeting recap content. Asymmetric will implement this starting with the next send.

Action Items

Asymmetric (Karly Oykhman)

• [ ] Revise Service Coverage page copy; send to Wade and Mike for review
• [ ] Fix state pages: replace WA hero image with correct WA image; audit all 10 hero images; lowercase state names; move BluePoint-branded ATM to first position; add Product dropdown to contact form
• [ ] Assign CallRail regional numbers for top 10 states; do not attach other states to the NY number
• [ ] Fix HubSpot Product dropdown sync on Reverse ATM landing page
• [ ] Update HubSpot Product field: delete "Digital Advertising"; rename "Battery Kiosk" to "Other Kiosk"; migrate existing Battery Kiosk leads to Other Kiosk
• [ ] Send all 4 landing page links to Wade and Mike for immediate review
• [ ] Send consolidated email of all pending BluePoint deliverables (excluding NY items)
• [ ] Reformat recap emails with prioritized running task list at top
• [ ] Set Google Ads daily budget cap to ~$33/day (~$1,000/month)
• [ ] Demo Microsoft Clarity heatmaps and session recordings on next call

BluePoint (Wade Zirkle / Mike Stebbins)

• [ ] Review all 10 state pages and provide feedback to Asymmetric
• [ ] Review all 4 ad landing pages and provide feedback
• [ ] Mike: send 200-row Integra list sample to Karly for reverse append test

Related

• ^[1] — BluePoint ATM client overview
• ^[2] — Active NY Google Ads campaign
• ^[3] — HubSpot form sync patterns
• ^[4] — Client approval process for ad landing pages
• ^[5] — Geographic SEO page templates