BluePoint ATM — NY Campaign & HubSpot Integration (2026-04-05)

Overview

Marketing sync between Asymmetric and BluePoint ATM covering the NY cashless ban compliance campaign launch status, a HubSpot Product/Service field sync bug, a new two-step website change approval process, a Microsoft Clarity heatmap demo, and the Integral list reverse-append strategy.

Attendees:
- Karly Oykhman, Melissa Cusumano, Mark Hope, Avokerie Onorimuo (Asymmetric)
- Mike Stebbins, Wade Zirkle (BluePoint ATM)
- Chuck (salesgrowthmd.com)

Key Decisions

1. LinkedIn static ad targeting changed to general — The NY static ad will use broad targeting instead of account-based targeting, removing the dependency on the ZoomInfo list and unblocking immediate launch.
2. Email sender must be mike@bluepointatm.com — Karly will attempt a technical fix; if blocked, Mike will manually email the guide to leads to ensure direct HubSpot tracking and reply-to routing.
3. Two-step website approval process formalized — All website changes require written approval at two stages: (1) copy in a Word/Google Doc, and (2) content on a staging page before going live.
4. LinkedIn social copy: optimize for LinkedIn only — Rather than tailoring copy per platform, the team will optimize for LinkedIn and cross-post to X and Instagram as-is.

Action Items

• [ ] Set NY LP autoresponder sender to mike@bluepointatm.com; if technically blocked, route guide delivery to Mike manually — @Karly Oykhman
• [ ] Fix HubSpot Product/Service dropdown field mapping; test and report back to Wade & Mike — @Karly Oykhman
• [ ] Send NY ZoomInfo company list to Karly; Karly imports to HubSpot and launches email flow — @Mike Stebbins
• [ ] Launch NY LinkedIn static ad with general targeting — @Karly Oykhman
• [ ] Edit NY social graphic: remove gavel, airbrush out paper clips — @Karly Oykhman
• [ ] Fix social post #3 formatting; send to Wade & Mike for review — @Karly Oykhman
• [ ] Analyze Integral list sample (10 contacts); develop reverse-append strategy; report to Mike & Wade — @Karly Oykhman
• [ ] Review Coverage Areas page + 10 state pages; approve for publish — @Wade Zirkle
• [ ] Send Google Doc template draft by Friday — @Karly Oykhman
• [ ] Extend recurring meeting block to 45 minutes — @Karly Oykhman

NY Campaign Status

Landing Page & Confirmation Flow

• Confirmation page copy updated to: "Your New York cashless ban compliance guide is headed to your inbox. March 20th is coming fast. We're here if you need help getting compliant."
• Autoresponder email subject: "Your New York Cash Ban Compliance Guide"
• Email body revised to be more direct; "no pressure" / "no obligation" language removed per Wade's feedback. Final sign-off: Mike's name, phone, and BluePoint ATM Solutions.
• Email sender: currently info@bluepointatm.com (website default). Mike requested change to mike@bluepointatm.com for HubSpot tracking and direct prospect replies.

Email Flow

• Copy and HubSpot flow are built and ready.
• Blocker: Awaiting ZoomInfo contact list from Mike to populate the send list.

LinkedIn Ads

• Video boost ad: Live, using general targeting.
• Static ad: Ready to launch. Targeting switched from account-based (ZoomInfo companies) to general — unblocks launch without waiting for the ZoomInfo list.

HubSpot Integration Bug

Problem: The "Product/Service" dropdown field on website contact forms is not syncing to HubSpot contact records.

Impact: Leads arrive in HubSpot without product/service context, making it impossible to route and sort leads between Mike and Wade.

Example: The "Historic Hudson Valley" lead that came in was missing this field in HubSpot, even though it was submitted via the form.

Root cause (suspected): Dropdown field mapping between the website form and HubSpot property is misconfigured.

Resolution: Karly's team will investigate the mapping, fix it, and test before reporting back.

"That's definitely something that we want to fix, because that's not the most important, but very important, definitely in terms of sorting the stuff." — Karly Oykhman

Website Change Approval Process

Background

Wade raised a recurring issue: multiple instances of unapproved or incorrect website changes had been pushed live — including wrong phone numbers, broken banner headlines, and sentences cut in half. The issue had been raised with Mark Hope multiple times without resolution.

New Mandatory Process

All website changes must go through two written approval stages before going live:

Karly will personally oversee all updates going forward and enforce this process across the team.

"Our process, any website changes are supposed to be drafted, sent to you guys, you look at the drafts… approve it, we put it on the page, send that to approval, and then we push live. So two, at least two forms of approval." — Karly Oykhman

Note: Karly suspects some past issues stemmed from developers working in website backups and pushing incomplete edits. She was on leave during the period in question.

Microsoft Clarity Demo

Karly demoed Microsoft Clarity (heatmaps + session recordings) for the BluePoint team.

Key Concepts Covered

• Rage clicks — User clicks same element repeatedly; signals they expect it to be interactive.
• Dead clicks — User clicks something once expecting navigation; nothing happens.
• Quickbacks — User lands on a page and immediately navigates back.
• Excessive scrolling — User scrolls a page for an unusually long time.

Note: Clarity is not 100% accurate on all click types (e.g., it may flag non-interactive elements like image carousels as dead clicks).

Homepage Heatmap Findings (Last 30 Days)

Top clicked elements on the BluePoint homepage:
1. "Contact Us" button
2. Contact form fields ("Let's make your payment")
3. "ATM Services" navigation link

Wade noted encouragement that the "Go Cashless" CTA was getting significant clicks — aligned with their strategic goal of driving cashless prospects.

Access

Mike and Wade confirmed they have existing Clarity logins. Karly offered to re-invite if needed. Team will use the tool to inform future website optimization decisions.

Integral List

• Mike shared a 10-contact sample from a 330,000-contact list obtained through Integral, under a confidentiality agreement.
• Sample was intentionally limited to protect sensitive data before a full transfer plan is established.
• The 10-contact sample is sufficient for Karly's team to assess the list structure and develop a reverse-append strategy.
• Karly confirmed the team will not use the list for any purpose beyond BluePoint's campaigns, and only with explicit client approval.
• Full list transfer logistics to be discussed in a future meeting once the reverse-append plan is scoped.

Related

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