Marketing Campaign Strategy & HubSpot Training — 2026-04-05

Overview

Marketing sync between Asymmetric and BluePoint ATM covering ad budget allocation, next campaign targeting decisions, HubSpot CRM onboarding for Mike Stebbins, ZoomInfo integration planning, and drip campaign architecture. A dedicated HubSpot training session was scheduled for Tuesday at 9 AM MT.

Attendees:
- Melissa Cusumano, Mark Hope, Karly Oykhman, Avokerie Onorimuo (Asymmetric)
- Wade Zirkle, Mike Stebbins (BluePoint ATM)
- Chuck (Sales Growth MD)

Key Decisions

Ad Budget Allocation

• Google Ads: $3,500/month
• LinkedIn Ads: $1,500/month
• LinkedIn campaign launched same day; expect 2–3 weeks before meaningful analytics are available.

Next Campaign: Stadiums & Arenas

• Decision made to target stadiums and arenas as the next campaign segment, ahead of live music.
• Rationale: stadiums/arenas are early adopters of reverse ATMs; prospects will already understand the product category.
• Scope includes NCAA (D1/D2/D3), minor leagues, and semi-pro facilities — thousands of individual prospects.
• Existing entertainment campaign emails will be adapted (copy and visuals updated) rather than built from scratch.

Campaign After That: Water Parks & Amusement Parks

• Timing rationale: off-season = budget planning season + operators have attention to spare.
• Seasonal targeting aligns with now through March for non-Sun Belt parks.

Drip Campaign Architecture

Two new drip campaigns to be built:
1. "Not Ready" campaign — for leads who expressed interest but aren't ready to buy. Monthly cadence, educational/top-of-mind content.
2. "Unresponsive" campaign — for leads who haven't unsubscribed but haven't engaged. Lower-pressure nurturing.

The existing entertainment automation is the only campaign currently live in HubSpot.

HubSpot Contact Type Field

• Decision to create a custom Contact Type field (values: customer, lead, vendor, partner, etc.) to enable segmentation and prevent marketing emails from going to non-leads.

Blog / SEO

• Blog content to be moved to the website footer to support SEO without cluttering main navigation.

Campaign Context

HubSpot CRM — Session Notes

Permissions Fix

Mike could not see contact activity logs. Mark updated Mike's user permissions during the call — activity streams now visible across all contacts.

Key Features Walked Through

• Contact vs. Company records — relational database; contacts link to companies and vice versa.
• Activity panel — shows emails sent/received, calls logged, notes, tasks, meetings, and website visits per contact.
• Website activity — tracks site visits and pages viewed per known contact (demonstrated with Samantha Sorais: 2 visits, 6 pages).
• Views and filters — how to create saved filtered views (e.g., "Colorado" contacts); right-click contacts to open in new tab while preserving list context.
• Call logging workflow — review contact record → click Log Call → record outcome (connected, left voicemail, no answer, etc.) → return to list.
• Bulk actions — assign, edit, or enrich multiple contacts at once after selecting via checkbox.
• Email send alias — Wade's outbound emails send from wade@bluepointatm.co (not .com) to protect primary domain reputation. Same to be set up for Mike (mike@bluepointatm.co).

ZoomInfo Integration

• 700 contacts downloadable per month.
• ZoomInfo exports contain fields that don't exist in HubSpot by default — need to decide which fields to keep and create matching custom properties.
• Recommended workflow: do a sample download, identify desired fields, then create HubSpot properties before bulk import.

Sales Nav & Fathom Integration

• Mike has a Sales Navigator seat assigned.
• Mike to send Mark a list of tools to integrate with HubSpot (Sales Nav, Fathom, others).

Action Items

Next Meeting

• HubSpot Training Session #1 — Tuesday, 9:00 AM Mountain Time
• Focus: adding custom fields, addressing specific user questions from Mike and Wade's priority lists.

Related

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