CAI Monthly Call — November 2025

Overview

Monthly marketing review call with Citrus America. Covered HubSpot CRM workflow updates, SEO and content strategy direction, ad budget reallocation, non-juicer product go-to-market planning, competitor comparison pages, and newsletter finalization. Ben San Fratello was introduced as the incoming lead account manager for this client.

Date: November 2025
Attendees:
- Brian Framson (Citrus America) — external
- Miriam Framson (Citrus America) — external
- imiskic@citrusamerica.com — external
- Mark Hope (Asymmetric)
- Chris Ostergaard (Asymmetric)
- Melissa Cusumano (Asymmetric)
- Ben San Fratello (Asymmetric) — onboarding to account
- Paul Buniel (Asymmetric)

Key Decisions

Topic Notes

HubSpot Workflow Updates

The old SQL Deal Creation Workflow (created April 2024) was auto-creating deals when a contact reached Sales Qualified Lead stage — too early in the sales process. Miriam identified this during testing when a deal appeared unexpectedly.

Resolution:
- Miriam deactivated the old SQL-stage workflow
- Chris activated a new workflow: deal auto-creates only when lifecycle stage = Opportunity
- Deal owner will default to the contact owner at time of creation

Still in progress:
- Automating Closed and Lost deal stage transitions (Chris investigating)
- Miriam will test the full workflow sequence over the next few days and provide feedback

"Once they are an opportunity, that's when the deal is auto-created." — Chris Østergaard

Non-Juicer Product Strategy

The October 6 sell sheet covering fruit/vegetable juicers, sugarcane, and pineapple corers was confirmed approved and complete — no further changes needed.

Marketing for other non-juicer products (dry agers, washing machines, etc.) is on hold. The blocker is the absence of a formal go-to-market strategy. Key open questions include:

• Single website vs. dual website structure for Citricasa vs. non-Citricasa products
• How to position and segment the product lines
• Whether current website architecture supports the expanded product strategy

Brian and Miriam will work through internal and partner discussions over the coming weeks. Melissa will compile past website mockups into a Mural board to support strategic planning.

The Xpro juicer launch is separately on hold pending certification. No further teasing or soft-launch activity until certification is complete.

"We need to come up with our own go-to-market strategy with all the non-Citricasa products, and based off of that, go in and really start looking at — is that website serving us in that strategy?" — Miriam Framson

SEO & Content Strategy

Blog content guidelines reinforced (particularly for Ben's onboarding):

• Images: Use only current, high-quality product photos. Old photos require date captions (e.g., "Classic juicer, 2012"). Competitor product images (Zumo, ZoomX) are strictly forbidden unless used in a direct, intentional comparison context.
• Commercial framing: All content must be written for commercial buyers, not consumers. Citro Casa / Citrus America brand mentions should appear throughout — not competitor names like Breville.
• AI optimization: Add specific, question-based Q&A content (e.g., "What's the best juicer for a tiki bar?", "What's the best lime juicer for a Mexican restaurant?") to increase likelihood of being pulled into AI-generated answers.
• Feature promotion: Integrate product features like ATS/MTS pulp management systems into Q&A sections to improve searchability and AI citation.

Brian confirmed that Citrus America is already appearing in Google AI answers for queries like "best commercial juicer for a grocery store" — validating the current SEO approach.

Domain Rating (DR) Boost — Approved:
- Service: $250/year via existing backlink vendor
- Goal: DR >40 within 30 days; maintained/improved over the year
- Rationale: Higher DR improves search rankings and positions the site as a credible source for AI tools
- Melissa to ask Mark whether the vendor's backlink activity can be monitored/reported

"The more we help spoon-feed AI — when someone says 'what's the best juicer,' there are 20 different answers it can pick off our website — that's what we want." — Brian Framson

Competitor Pages

ZoomX page:
- In progress; copy and layout underway
- Needs a verified, accurate ZoomX product image — current image may be incorrect (possibly a Citro Casa unit)
- Brian will search his own archive for an old ZoomX photo (avoids copyright issues)
- "Request Demo" button needs to open a pop-up contact form — not yet functional

Zumo page:
- Content is ready but needs editing for length
- Melissa will send to Miriam for review

Google Ads — Budget Reallocation

Budget shifted from the Commercial Juicer campaign (underperforming) to the Remarketing campaign (high-performing). Total spend unchanged — this is a reallocation to maximize ROI.

Newsletter Finalization

• "In the News" section moved to immediately follow the introduction
• FSB product highlight image needs a transparent background
• Send scheduled for Tuesday morning (avoids low-engagement Friday afternoon window)
• Melissa owns final layout and distribution

Action Items

Related

• ^[1]
• ^[2]