Marketing Strategy & Mike Stebbins Onboarding — 2026-04-05

Overview

Marketing strategy review and onboarding call for Mike Stebbins, BluePoint ATM's new head of sales development for cashless. Mike's official first day coincided with the Integra Connect 25 conference, so this call served as his formal introduction to the Asymmetric team and a structured review of all active marketing channels, tools, and access issues.

Attendees:
- Wade Zirkle — BluePoint ATM (wade@bluepointatm.com)
- Mike Stebbins — BluePoint ATM (mike@bluepointatm.com)
- Melissa Cusumano — Asymmetric
- Mark Hope — Asymmetric
- Karly Oykhman — Asymmetric
- Avokerie Onorimuo — Asymmetric
- Faith Amerson — Asymmetric
- Chuck (chuck@salesgrowthmd.com)

Integra Connect 25 Conference Recap

Mike's first week at BluePoint coincided with the Integra Connect 25 conference (~400–500 attendees), a Sodexo/Integra performance enhancement event mixing clients and suppliers.

Key highlights:
- 8 pre-scheduled meetings: 4 requested by BluePoint, 4 inbound from Integra clients
- One-pagers prepared by Asymmetric were well-received; personalized logos noted as a professional touch
- Mike used an upfront contract approach (coached by Chuck) to set agendas and drive clear follow-ups
- Matthew McConaughey and Oz the Mentalist were keynote/entertainment; private concerts with Train and Rob Thomas
- Post-conference follow-up is managed by Sodexo/Integra directly, adding accountability beyond BluePoint's own outreach
- Mike has already sent personal follow-ups to meeting contacts

Context: Integra is the North American supplier-buyer interface for Sodexo (the world's largest GPO). BluePoint participated as a sponsor, which granted access to pre-scheduled meetings with target clients.

Key Decisions

Budget Reallocation — Google Ads & LinkedIn

Current state: $5,000/month split evenly ($2,500 Google, $2,500 LinkedIn); LinkedIn ads paused due to a billing dispute (canceled credit card after mistaking LinkedIn charges for Meta fraud)
Decision: Reallocate to $3,500 Google / $1,500 LinkedIn
Google daily budget increases from $90/day → $116/day
LinkedIn ads to be reactivated at $1,500/month
Rationale: Google campaigns are performing well (impression share <10% on cashless keywords, meaning budget increases would yield proportional returns); LinkedIn needs enough spend to generate meaningful data before further decisions

HubSpot CRM Training

Decision: Asymmetric (Mark + Melissa) will deliver a 2-hour basic training session for Wade and Mike
Scope: daily essentials — lead management, note-taking, contact ownership, Chrome extension, field setup
Advanced features (automations, lead scoring, custom dashboards) deferred until needed
All other HubSpot consultants/pay-per-hour services to be dropped; Asymmetric will handle training at no additional cost

Decision (pending): Explore moving social post approval from GoHire to HubSpot so Wade/Mike can review and approve directly in the CRM

Facebook/Instagram Ads

Decision: Not pursuing. Team consensus that Facebook and Instagram are not appropriate channels for BluePoint's B2B audience.

Bing Ads

Noted for future: Mark suggested ~10% of budget could go to Bing (older audience, lower CPC, higher ROI than Google but lower volume). Not actioned yet.

Action Items

Owner	Task
Mark Hope	Increase Google Ads daily budget from $90 → $116/day
Mark Hope	Set LinkedIn ads budget to $1,500/month and reactivate campaigns
Melissa Cusumano	Schedule 2-hour HubSpot CRM training session for Wade and Mike
Mark Hope	Research Sales Navigator seat transfer process (Wade → Mike); email instructions
Wade Zirkle	Work on resolving LinkedIn Sales Navigator transfer
Mark Hope	Resolve ZoomInfo billing issue to restore access
Mark Hope	Check and confirm Google Analytics permissions for Wade and Mike
Mike Stebbins	Review marketing calendar doc shared by Melissa before next week's meeting
Mike Stebbins	Prepare thoughts on sales/marketing rhythm for next week's discussion
Melissa Cusumano	Schedule ClickUp permissions/training review (Monday at 2 PM ET / 1 PM MT)

Open Issues & Access Problems

Sales Navigator Seat Transfer

Wade purchased one Sales Navigator Core seat (individual plan, ~$120/month) and attempted to assign it to Mike
Mike received the invitation email but cannot activate the seat — likely because LinkedIn treats individual plan seats as non-transferable
Mark's assessment: the seat is currently assigned to Wade's LinkedIn identity; research needed on whether a transfer is possible or if a new seat must be purchased under Mike's account
Wade's preference: Mike uses the seat first; Wade does not need it in the near term

ZoomInfo Access

Previously accessible via Asymmetric's account; currently blocked due to a billing issue
Mark to resolve; Wade and Mike will share a single login once restored

ClickUp Permissions

Wade has intermittent inability to comment/respond in ClickUp (~50% of the time)
Melissa to schedule a dedicated 30-minute ClickUp training and permissions review session (Monday at 2 PM ET)

LinkedIn Billing History

Root cause of LinkedIn ad pause: Paul (former employee) set up LinkedIn Sales Navigator on the company Amex; when Paul left, the account was tied to his email and couldn't be canceled, leading to a card cancellation, which then blocked LinkedIn advertising access entirely
Now resolved at the account level; ads ready to reactivate

Google Ads Performance Summary

Campaign	Daily Budget	Notes
Cashless (PMAX)	~$27/day	1.1M impressions, 7,800 clicks, $0.12 CPC — top-of-funnel awareness
Traditional ATM	~$22/day	Higher impression share than other campaigns
Reverse ATM	~$20/day	Small category; $12–13 avg CPC (high); 4% CTR on exact match
Leaders	~$20/day	Even split currently

Overall observations:
- Impression share on cashless keywords is <10% — significant room to scale budget and capture more volume
- 6% interaction rate is strong (4% is considered good)
- Average CPC of $0.52 across most campaigns is healthy for financial services
- Reverse ATM CPC at ~$13 is elevated; optimization underway
- All campaigns currently limited by budget — increasing spend will yield proportional results
- Conversion tracking cleanup needed: category-one conversions (page views) showing up as goals; Gilbert's team working on this

HubSpot CRM — Current State & Training Plan

Current usage gaps:
- Team not consistently using notes, tasks, or call logging
- Contact ownership assigned (e.g., Mike now owns Ryan Locker) but activity tracking not yet habitual
- HubSpot Chrome extension installed for Wade; Mike needs to confirm installation
- Emails sent from Gmail (correct workflow); Chrome extension syncs activity to HubSpot automatically

Training session scope (2 hours):
1. Lead management basics — finding, filtering, and updating contacts
2. Note-taking and activity logging (calls, emails, tasks)
3. Contact ownership and company associations
4. Custom field review — ensure fields exist for all relevant tracking data
5. Chrome extension setup and Gmail integration

Deferred topics: automations, lead scoring, custom dashboards, HubSpot-to-third-party integrations

Marketing Rhythm — Next Steps

Wade introduced the concept of a "combined arms" coordinated outreach rhythm — email campaigns, direct mail, and follow-up calls timed together for maximum impact. This was not fully resolved on this call and is the primary agenda item for the next meeting.

Items to coordinate:
- Frequency and timing of email campaign launches
- Direct mail cadence (live music theme campaign noted as upcoming)
- Mike's call follow-up schedule aligned to campaign sends
- ZoomInfo list pulls to feed campaigns once access is restored
- Marketing calendar review (Melissa shared Google Sheets doc with Q1–Q4 plan)

Upcoming campaigns noted:
- Live music themed email automation (in planning)
- Entertainment vertical email sequence (already running)

Next Meeting

Scheduled for the 8th (bi-weekly cadence temporarily increased to weekly to support Mike's onboarding). Primary agenda: sales and marketing rhythm definition.

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