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Marketing Strategy Review — October 2025

Overview

Monthly marketing review with [1] covering the Integra Connect 25 conference recap, a decision to reallocate the $5K/month paid advertising budget, a HubSpot training plan, and resolution of several tool access issues. Mike Stebbins (new Head of Sales Development, Cashless) attended his first marketing call following his official start on October 1st.

Date: October 1, 2025
Meeting type: Monthly marketing review

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

Key Decisions

Budget Reallocation: $3,500 Google / $1,500 LinkedIn

The existing $5,000/month paid advertising budget was reallocated from an even split to a weighted split favoring Google Ads, based on strong Google performance data and the need to restart LinkedIn with a controlled budget.

HubSpot Training: Internal, Two-Hour Session

Rather than paying for external HubSpot consultants or sending staff to HubSpot University, the team agreed that Asymmetric will lead a focused two-hour training session covering essential daily CRM functions. Advanced features (automations, lead scoring, custom dashboards) are deferred.

Sales Navigator: Transfer Seat from Wade to Mike

Wade purchased one Sales Navigator Core seat, currently assigned to his own LinkedIn account. The team identified that this is an individual seat and cannot simply be invited to another user — Mark to research the transfer process and send instructions.

Conference Recap: Integra Connect 25

Mike Stebbins attended the Integra Connect 25 conference (his first week on the job) alongside Wade Zirkle (two nights). Key details:

One meeting with traditionally-minded prospects who opposed cashless environments was a learning experience but not a fit.

Strong performance across campaigns, with the primary constraint being budget (not quality or relevance):

Metric Value Notes
PMAX impressions 1.1 million Top-of-funnel awareness; display + search mix
PMAX clicks ~7,800 At ~$0.12/click — very efficient
Average CPC (overall) $0.52 Good for financial services sector
Reverse ATM CPC ~$12–13 High; small category, worth monitoring
Interaction rate ~6% Strong (4% is considered good)
Impression share (cashless) <10% Significant room to scale budget

Key insight: Impression share below 10% on cashless keywords means budget increases would yield proportional gains — the market appetite exists. The team is not yet impression-share-constrained.

Optimization notes:
- Keyword optimization runs weekly; poor performers are paused or made negative keywords
- Reverse ATM campaign has a high CPC ($12–13) relative to volume — worth monitoring and potentially reducing bids on underperforming keywords
- Category 1 conversions (page views) need to be cleaned from conversion tracking — Gilbert assigned to resolve
- Bing noted as a potential future channel (~10% of budget) for older audience segments with higher ROI, though lower volume

HubSpot CRM Plan

Asymmetric to lead a two-hour training session covering daily-use fundamentals. No external consultants or HubSpot University courses needed at this stage.

Topics to Cover

Deferred

Scheduling

Training session targeted for Monday (the 8th). A separate ClickUp training/review is also scheduled for Monday at 2 PM ET / 1 PM MT.

Marketing Calendar & Strategy

The marketing calendar lives in Google Sheets and is shared with Wade, Chuck, and now Mike. Melissa to send Mike a consolidated link email with all relevant document access.

Current Activity Status

Emerging Priority: Coordinated Marketing Rhythm

Wade articulated a goal of establishing a repeatable, coordinated outreach cadence — described as a "combined arms" approach:

Email campaign → Direct mail → Follow-up call → Repeat by segment

The team agreed this rhythm should be developed and documented so it can be replicated across verticals (live music, entertainment, hospitality, etc.).

Longer-Term Balance

Once the cashless ATM pipeline is established and Mike's capacity is tested, Wade intends to revisit traditional ATM prospecting as a parallel track. For now, all focus is on cashless.

Tool Access Issues

Tool Issue Owner Status
LinkedIn Sales Navigator Seat assigned to Wade; needs transfer to Mike Mark Hope Research required; email instructions to follow
ZoomInfo Access lapsed (billing issue); Mike and Wade need shared login Mark Hope To be restored
ClickUp Wade lacks commenting/viewing permissions in some areas Melissa Cusumano Training + permissions review scheduled for Monday
Google Analytics Mike may not have access Melissa Cusumano To verify and add if needed

Background on LinkedIn billing confusion: A previous employee (Paul) had set up Sales Navigator on the company Amex under his own email. When he left, BluePoint couldn't cancel the subscription, leading to a card cancellation. This cascaded into LinkedIn ad account issues over the summer, causing the ad pause. The situation is now resolved at the account level, but the Sales Navigator seat transfer remains outstanding.

Action Items

Sources

  1. Index|Bluepoint Atm
  2. Index|Bluepoint Atm — Client Index
  3. 2025 10 08 Clickup Training|Clickup Training Session — October 8 · 2025
  4. 2025 10 08 Hubspot Training|Hubspot Training Session — October 8 · 2025