BluePoint ATM Marketing Call — Oct 2025
Date: October 2025
Client: [1]
Attendees:
- Mark Hope — Asymmetric (mark.hope@asymmetric.pro)
- Melissa Cusumano — Asymmetric (melissa.cusumano@asymmetric.pro)
- Karly Oykhman — Asymmetric (karly.oykhman@asymmetric.pro)
- Avokerie Onorimuo — Asymmetric (avokerie.onorimuo@asymmetric.pro)
- Wade Zirkle — BluePoint ATM (wade@bluepointatm.com)
- Mike Stebbins — BluePoint ATM (mike@bluepointatm.com)
- Chuck (chuck@salesgrowthmd.com)
Overview
Monthly marketing sync focused on establishing a recurring industry-campaign cadence, approving state-specific SEO pages with CallRail local numbers, and flagging a critical HubSpot/Gmail contact-sync bug. The team also reviewed the 30-60-90 day plan through January.
A positive headline: SEO and Google Ads are generating high-quality inbound leads — including a demo scheduled with Children's Health hospital in Dallas, TX — to the point that BluePoint's team has been pulled away from marketing tasks to handle sales activity.
Key Decisions
1. Monthly Industry-Campaign Cadence Adopted
The team aligned on a rolling monthly rhythm where one industry campaign executes while the next is being planned in parallel.
Campaign sequence (30-60-90):
| Window | Campaign Focus | Key Assets |
|---|---|---|
| Oct → Nov | Stadiums & Arenas | Email automation, direct mail, LinkedIn ads |
| Nov → Dec | Water Parks & Amusement Venues | Email automation, direct mail, dedicated landing page, compliance content page + blog |
| Dec → Jan | Live Music Venues | Email automation, direct mail; Google Ads comprehensive review; OKR/KPI definition for 2026 |
Campaign components per month:
- Email: 10-week automated drip, duplicated and adapted from the existing Entertainment campaign
- Direct Mail: Targeted mailer dropped a few weeks after email launch; Mike to pull physical addresses alongside emails from ZoomInfo
- LinkedIn Ads: Industry-segment-targeted ads
- Social Media: Organic posts supporting the campaign theme
Cadence convention: Use relative dates (e.g., "first Tuesday of the month") rather than fixed calendar dates to keep the template reusable across months.
Rationale for Water Parks in Nov–Dec: Their off-season is when venues plan 2026 budgets — a dedicated landing page with budget-cycle messaging will be created to match.
2. State-Specific SEO Pages Approved
New website pages will be created for each U.S. state to build local credibility and improve SEO.
Page features:
- Localized copy and imagery
- Prominent local CallRail phone number (displayed visibly, not just in the footer)
- Contact form with lead-source tracking (form submission subject line to indicate originating state)
- Remove the top "Contact Us" CTA to reduce friction
Implementation plan:
- Melissa builds a single template first; Wade and Mike approve before duplication
- Rollout order to be sent by Wade, starting with Virginia and Colorado, then prioritizing high-compliance states
- Estimated timeline: ~1–1.5 months for all 50 states, depending on review turnaround
3. CallRail for State Pages
CallRail will provide local phone numbers for each state page.
- Known pricing: $60/month for 5 local numbers + 1 toll-free + 250 minutes + call tracking, recording, and routing
- Open question: Total cost for 50 numbers needs clarification
- CallRail integrates with HubSpot (call recording, attribution)
- Wade to reply-all to Mark/CeCe email thread to confirm pricing and feature scope
- State pages can launch with the existing 800 number in the interim; CallRail numbers can be swapped in once confirmed
Issues & Flags
🔴 HubSpot/Gmail Contact Sync Bug — Critical
Symptom: When Wade attempts to add a new prospect via the HubSpot Gmail sidebar, the email field autofills as email@bluepointatm.com (BluePoint's own address). The prospect does not appear in HubSpot contacts after the interaction.
Impact: Inbound leads are not being captured in the CRM.
Action: Melissa to flag to Mark for investigation. All to attend a HubSpot training/troubleshooting session on October 30 at 3:00 PM MT.
🟡 Cold Call Spam Flagging
Mike's outbound cold calls are being flagged as spam due to call volume. Potential workarounds discussed: Google Voice, Zoom number, or landline. Wade to email Mark for a recommended solution.
🟡 ClickUp Task Submission Process
Tasks submitted from Wade's personal ClickUp workspace are not visible to the Asymmetric team. All task requests must go through the Task Request Form on the shared BluePoint dashboard, or be added directly to the shared Backlog.
Action Items
| Owner | Action |
|---|---|
| Mike | Provide Stadiums & Arenas email content and prospect list (emails + physical addresses) to Melissa by EOW |
| Mike | Review Melissa's Stadiums & Arenas email content draft; send feedback |
| Mike | Send "Not Ready" drip outline/topics to Melissa (high-level subjects; Melissa drafts content) |
| Wade | Send state page rollout order to Melissa |
| Wade | Reply-all to Mark/CeCe re: CallRail pricing and feature confirmation |
| Wade | Email Mark re: spam-flagging workaround options for Mike's cold calls |
| Wade | Email Melissa the blue cashless logo file |
| Wade | Upload small tasks to ClickUp via the shared Task Request Form / Backlog |
| Wade | Attend HubSpot session with Mark & Mike — Oct 30, 3:00 PM MT |
| Melissa | Send November blog and social content to Mike & Wade for review |
| Melissa | Build Stadiums & Arenas email automation (dupe from Entertainment) and direct mail template |
| Melissa | Research LinkedIn CTR benchmarks; share with Mike & Wade |
| Melissa | Draft OKRs for discussion on next call |
| Melissa | Build state service page template (add CallRail number placeholder, contact form, remove top Contact Us CTA); build VA and CO pages first; send to Wade for approval |
| Melissa | Flag HubSpot Gmail sync bug to Mark for investigation |
| All | HubSpot training session — October 30, 3:00 PM MT |
Transcript Excerpts
On lead generation success:
"I think we can say that our SEO and paid ads, Google paid ads, I think we're pretty successful so far because we're getting a lot of leads coming in from the website… We had one, Children's Health, which is a hospital in Dallas, Texas, where we scheduled a demo with them in two weeks. That was a lead from the website." — Mike Stebbins
On the monthly campaign rhythm:
"I think if we're all on the same sheet of music with that rhythm, it'll just be a lot easier than trying to shoehorn something in… you've got the two-track calendar of planning on one side and what's being executed on the other." — Wade Zirkle
On relative-date cadence:
"Instead of saying, hey, have this done by the 5th, it would say, have this done by the first Tuesday of the month… just so we can kind of apply it to all months." — Wade Zirkle
On Water Parks timing:
"Off-season, so that's why — it's off-season for amusement parks and water parks, so this is like the time when they can start looking at budgets for 2026." — Mike Stebbins
On state pages and CallRail:
"If we're using the local area codes, I think it should definitely be prominent somewhere — more so than just a number we want people to click on, we just want people to see it for their local credibility." — Wade Zirkle
On the HubSpot sync bug:
"When I go to HubSpot and I look up this prospect, they're not in any of my contacts. So somehow there's not an automatic sync up." — Wade Zirkle
Related
- [2]