CAI Monthly Call — December 2024

Date: December 4, 2024
Type: Monthly Marketing Sync
Client: ^[1]

Attendees

Citrus America (external):
- Brian Framson (bframson@citrusamerica.com)
- Miriam Framson (mframson@citrusamerica.com)
- I. Miskic (imiskic@citrusamerica.com)

Asymmetric:
- Melissa Cusumano
- Ben San Fratello
- Mark Hope
- Paul Buniel

Overview

Monthly marketing sync covering the near-final dealer landing page, a team handoff for HubSpot workflow support, approval of two competitor landing pages (ZoomX and Zumo), a new generic "Commercial Juicer" PPC page concept, December newsletter planning, and scheduling of a 2025 strategy session.

Key Decisions

• ZoomX (Version A) and Zumo competitor landing pages are approved for launch. Minor edits required on the Zumo page before going live (see below).
• Ben and Mark replace Chris Dunn as HubSpot support contacts. Chris's last day was December 3. A 45-minute handoff/training call is scheduled for December 11 at 9:30 AM CT.
• A generic "Commercial Juicer" PPC landing page will be created using the ZoomX Version B page as a template. Comparison charts will be genericized (e.g., "Competitor" instead of named brands) and updated with the new pricing/hygiene table.
• 2025 strategy session scheduled for December 17 at 4:00 PM ET. Attendees: Melissa, Miriam, Brian, Ben, and Mark. Website refresh will be on the agenda.
• December newsletter target send date: Tuesday, December 10.
• KLH and Dickey Enterprises contacts will be excluded from the December newsletter send. They have been set to non-marketing in HubSpot, effective January 1; an exclusion list will handle the interim period.

Action Items

Topic Notes

Dealer Landing Page

• Status: 95% complete. Brian and Miriam have reviewed and approved the overall design.
• Remaining: Miriam to provide final dropdown options for the form fields ("Type of Business," "What are you looking for?") by EOD Dec 4.
• UI fixes identified:
• Change required-field indicator text color from red to white to reduce visual vibration against the dark background.
• Fix the "Get a Free Consultation" button, which is being obscured/squished by the hero background image.
• Form submissions will route to sales@citrusamerica.com.
• Next step after launch: Melissa will create a trackable QR code linking to the page for use on the dealer flyer. Miriam noted the QR code approach is intentional — it allows CAI to measure whether dealers and distributors are actually using the materials.

HubSpot Workflow Handoff

• Context: Chris Dunn (previous HubSpot lead) departed on December 3. Ben and Mark are taking over.
• Miriam's issue: She can locate the workflows in HubSpot and confirm they are active, but cannot find the correct input fields on a contact record to trigger lifecycle stage progression.
• Ben's prep: Review the lead qualification spreadsheet (which maps qualification questions to lifecycle stage triggers) and the Mural board (which documents the full sales process). These were the basis for the automations Chris built.
• Training call: December 11, 9:30 AM CT, 45 minutes. Miriam, Ben, and Melissa (if available).
• Open question from Miriam: Can a simplified internal form or structured input be added to the contact view to make triggering workflows more intuitive for the whole team?

HubSpot Contact Management (KLH & Dickey Enterprises)

• Goal: Remove inactive sales rep contacts (KLH, Dickey Enterprises) from marketing email sends and contact counts.
• Status: Miriam has set these contacts to "non-marketing" in HubSpot, but the change doesn't take effect until January 1.
• Interim solution: Melissa will build an exclusion list for the December newsletter send.
• Important note: The "Sales Rep" contact property must be retained (not deleted) because HubSpot hides page view and session data for non-marketing contacts. Keeping the property allows the team to track rep activity.

Competitor Landing Pages

ZoomX (Version A):
- Approved for launch.
- Gilbert (PPC specialist) is developing the paid search strategy for this page.
- Hero image is a photo Brian took in Russia of a ZoomX machine in the wild — approved and in use.

Zumo:
- Approved for launch pending two edits:
1. Replace the incorrect Tricasa hero image with a proper Zumo image.
2. Shorten the copy block, which is currently too lengthy.
- Brian will review the Zumo page link (to be included in meeting notes) and work through edits with Miriam after the call.

Generic "Commercial Juicer" Page (new concept):
- Purpose: Capture broad PPC traffic for non-brand-specific queries (e.g., "commercial juicer," "industrial juicer").
- Template: Use ZoomX Version B as the base — it already has a more generic structure and the updated pricing/hygiene/certifications comparison table.
- Changes needed: Replace the ZoomX-specific comparison chart with a generic "Competitor" column. Update any outdated chart data.
- Design intent: Keep copy minimal and clean — Melissa wants to test a less copy-heavy layout and compare performance against the brand-specific pages.
- Future content idea (Brian): A blog post that openly discusses competitors, pricing, and differentiators — similar to a "swimming pool blog" approach — could complement this page and perform well organically.

2025 Strategy & Website Refresh

• Meeting: December 17 at 4:00 PM ET.
• Agenda: Finalize 2025 marketing plan; discuss potential website refresh.
• Website refresh context: Melissa previously developed a sitemap, developer mockups, and a user flow (created when the Citrus Wedger was still in the product line). She will send these to Miriam before the strategy call so the team can review and decide on scope. The design team is eager to work on a refresh.
• Miriam's note: She noticed a few things on the current site that feel dated and is open to a refresh discussion.

Content & Analytics

• November analytics report: To be sent by Melissa EOD December 4.
• Blog drafts: Two new posts will be sent to Brian in Surfer (SEO scoring tool) EOD December 4. Brian prefers Surfer because he can see his edits' SEO impact in real time.
• New keywords: PPC analysis by Mark and Gilbert surfaced additional keyword targets; these will be incorporated into upcoming blog topics.
• Section 179 landing page: Content creation is delayed — this is an internal AAG task with no dependency on CAI.

December Newsletter

• Target send: Tuesday, December 10.
• Copy: Ben is drafting based on direction from Miriam.
• Design: Raphael will lay out the newsletter on December 5.
• Review: Miriam will receive the draft by EOD December 5.
• Exclusions: KLH and Dickey Enterprises contacts will not receive this send.

Related

• ^[2]