CAI Marketing Call — X-Pro Launch, LinkedIn Strategy & HubSpot Updates
Overview
Marketing sync with Citrus America covering four primary workstreams: finalizing X-Pro website content and page structure for development handoff, approving a two-pronged LinkedIn ad campaign, aligning on HubSpot form and field updates, and establishing a blogging guidelines document to reduce content revision cycles.
Date: ~March 12, 2026 (source call)
Client: [1]
Attendees:
- Brian Framson (Citrus America) — joined by phone while driving
- Miriam Framson (Citrus America)
- Melissa Cusumano (Asymmetric)
- Karly Oykhman (Asymmetric)
- Avokerie Onorimuo (Asymmetric)
- Mark Hope (Asymmetric)
Key Decisions
- X-Pro website content is approved for development. Page will be restructured with "Larger Fruit" leading, supported by new visuals. A temporary banner will be added to the main product overview page.
- Two-pronged LinkedIn campaign approved. One product-focused ad from the Citrus America company page; one founder-story ad from Brian Framson's personal page. Both drive to the company website to enable retargeting.
- HubSpot "Sales Qualification Questions" tab is live on contact records. Website form fields will be updated to match HubSpot dropdown options exactly.
- Deprecated "Market Segment" contacts will be migrated to the "Other" category rather than deleted.
- Disqualified ("Not Interested") contacts remain marketing contacts and continue receiving newsletters until they unsubscribe.
- Blogging guidelines document will be created to prevent off-brand content and reduce rewrite cycles.
- Dedicated HubSpot review call scheduled for March 19th.
X-Pro Website
Page Structure (Approved Order)
- Larger Fruit
- Screwless Design
- 10-inch Monitor
- Two-Zone Technology
- ATS
Copy Updates
- Main page headline ("Powerful Returns" section):
- "Now with bigger fruit."
- "Self-service and staff operation at 40 fruit per minute."
Visual Assets
| Section | Asset |
|---|---|
| Larger Fruit | Photo of X-Pro juicing a pomegranate |
| 10-inch Monitor | GIF from "Beyond Limits" video (0:07 mark) showing monitor powering on; static image as fallback |
| Two-Zone Technology | Replace current image with "Food Zone X-Pro.jpg" |
| Main Product Overview | Temporary banner announcing X-Pro; "supermarket shot" suggested as background |
| KCL/AutoQuotes | Hide section until CAD drawings and assets are available |
Retargeting Logic
Both LinkedIn campaigns drive traffic to the company website (X-Pro landing page and blog post, respectively) so that the Google Ads retargeting tag fires and visitors can be followed with display ads on other platforms.
LinkedIn Campaign
Ad 1 — X-Pro Product Launch
- Source: Citrus America company page
- Targeting: Grocery retail (mid-to-large), including Kroger, Walmart, Sam's Club; personas include VP of Produce, Director of Perimeter, VP of Fresh, Store Operations Managers; Core U.S. markets
- CTA: "Schedule a virtual demo of the X-Pro"
- Landing page: Dedicated X-Pro page on citrusamerica.com
Ad 2 — Founder Story
- Source: Brian Framson's personal LinkedIn page (for authenticity; avoids appearing sponsored)
- Content: Links to a new "In the News" blog post featuring the 15-year founder interview/press release
- CTA: Soft, non-salesy — "Read more"
- Landing page: The new blog post on citrusamerica.com
- Note: Do not cross-link to the X-Pro landing page from this ad; audiences are not yet product-aware
Retargeting
Both campaigns are structured to drive traffic to the website so the retargeting pixel fires. Retargeted users will see follow-up ads reinforcing the relevant content (X-Pro page or blog post), not the generic homepage.
HubSpot Updates
Completed
- Sales Qualification Questions tab is live on contact records (contact-level, not company-level).
Approved Changes
- Market Segment field: Remove deprecated (red-flagged) categories from the website contact form dropdown. Migrate any existing contacts tagged with deprecated categories to "Other."
- "How did you hear about us?" field: Update website form options to exactly match HubSpot dropdown values to ensure clean data mapping.
- Disqualified contacts: Contacts marked "Not Interested" stay as marketing contacts. Remove from marketing only upon unsubscribe.
Pending
- Miriam to review the HubSpot flow and sales qualification logic in the system and provide feedback before the March 19th call.
- Lead scoring/rating calculation methodology still to be confirmed by Citrus America.
Content & Blog
Blog Status
| Post | Status |
|---|---|
| "Why does orange taste so good?" | Brian to review and finalize; minor tweaks expected |
| "Choosing a Juicer" | Requires full rewrite. Current draft promotes centrifugal juicers and incorrectly states machines strip fiber — factually wrong and off-brand. |
Blogging Guidelines Document
A "Citrus America Blogging Guidelines" doc will be created by Melissa to establish clear do's and don'ts for content writers. Purpose: ensure content aligns with brand values (e.g., does not promote competing juicer types, accurately represents product capabilities) and reduces revision cycles.
Founder Interview Series
A mini-series of founder/team interviews (Brian, Miriam, Jacob, Steven) is in progress with an external writer (Steven). Posts will live in the "In the News" / blog section of the website and serve as landing destinations for LinkedIn ad traffic.
- Brian's interview: feedback given to writer; revision in progress
- Miriam's interview: still open/unread
- Jacob's interview: writer currently drafting
15-Year Press Release
Previously distributed via Access Wire; picked up by Yahoo Finance and AP Wire. Miriam to send the Access Wire link to Melissa so it can be added to the "In the News" section of the website.
Events
| Event | Date | Location | Marketing Needed |
|---|---|---|---|
| AFS Trade Show | ~March 19 week | — | None (closed wholesaler show; no lead scanning) |
| AGBR Show | April 22 | Baton Rouge, LA | Possibly a post-show "thanks for stopping by" email if leads are scanned — Miriam to confirm |
| New England Restaurant & Foodservice Show | ~Late April/May | New England | April newsletter mention + social post |
| NRA Show | TBD | — | Yes (future planning) |
First X-Pro Sale
A purchase order is pending for the first X-Pro sale to Seaside Market (CA). The customer is upgrading from an 8000 XP, making this a strong proof-of-concept story for seasoned juicing operators.
Action: Capture photos and video of the installation and training for future content use.
Action Items
Miriam (Citrus America)
- [ ] Send Access Wire link for the 15-year press release to Melissa
- [ ] Check status of founder interview series with Steven; push to finalize
- [ ] Send replacement images for X-Pro page (Two-Zone section, Screwless section)
- [ ] Confirm lead scanning capabilities for AGBR show
- [ ] Review HubSpot sales qualification flow and provide feedback before March 19th call
Melissa (Asymmetric)
- [ ] Add 15-year press release to "In the News" section of website (once link received)
- [ ] Create "Citrus America Blogging Guidelines" document
- [ ] Brief designer on all X-Pro website updates (page restructure, new visuals, temporary banner)
- [ ] Propose April Fool's Day social media post
- [ ] Look for 2025 New England show photos for event marketing
Karly (Asymmetric)
- [ ] Draft copy and graphics for both LinkedIn posts (X-Pro product ad + Founder Story ad)
- [ ] Update website contact form fields (Market Segment, How did you hear about us?) to match HubSpot exactly
- [ ] Migrate existing contacts with deprecated Market Segment categories to "Other"
All
- [ ] Attend HubSpot review call — March 19th
Related
- [2]