Quarterly Check-in — 2026-01-26

Quarterly pipeline review with ^[1] covering active lead status, a major client win, and refinements to industry targeting strategy.

Meeting recording: Fathom

Attendees

Overview

A short quarterly check-in to review the performance of leads generated by PEMA.io's LinkedIn outbound campaign and to refine the industry targeting list going into the rest of 2026. The headline news was the Aviary win. The conversation then moved through stalled and lost leads before settling on a substantive discussion about narrowing the manufacturing vertical and testing e-commerce.

Key Decisions

• Narrow manufacturing targeting away from the broad LinkedIn "Manufacturing" category toward specific sub-sectors where Asymmetric has proven case studies: CPG, Food & Beverage, Health & Beauty, and Senior Assisted Living. Avoid automotive and agricultural equipment.
• Add e-commerce as a test vertical. Asymmetric has strong case studies (e.g., quadrupling client sales) but PEMA.io flagged that e-commerce managers are less active on LinkedIn, so results may be limited.
• Continue current outbound strategy — overall direction is working; no major structural changes needed.

Lead Pipeline Review

✅ Aviary — Won

• Deal: $8,500/mo for 2 months, then $5,000/mo ongoing
• What they do: Outbound voice bots for credit unions — automated calls for past-due loans (as opposed to the more common inbound voice bot model). Founder is a Y Combinator alum who has previously sold a company to a credit union.
• Notes: Aviary ran a substantial due diligence process before signing. Mark considers the win a validation of the overall lead-gen strategy. Engagement is a few weeks in and going well.

⏸ Roffson — Stalled

• Status: Proposal sent; no confirmed open. Email tracking pixel is not firing (possibly stripped by a firewall or security tool).
• Next step: Continue nudging; no specific action assigned.

⏸ Fan Chain AI — Stalled

• Status: Lead requested hyper-specific, industry-matched work examples beyond what Asymmetric has already provided. Mark has nothing more to offer on that front.
• Context: The company presents as large and established on its website, but in conversation it appears to be a 4–5 person startup. Core business is blockchain-related fraud recovery (tracking down crypto scammers).
• Next step: Continue light follow-up; no clear path to close without a matching case study.

❌ Rogo — Lost (re-engage attempt planned)

• Status: Agricultural technology company. Initial call failed due to a poor connection (lead was in a remote field). Mark sent a follow-up proposal via email; lead went silent.
• Next step: PEMA.io to re-engage via LinkedIn to attempt to revive the conversation and get back on a call.

Industry Targeting Strategy

Current Active Verticals

Environmental Services · Financial Services · Manufacturing · Biotech · Construction · IT Services

Manufacturing — Refinement

The broad "Manufacturing" LinkedIn category is producing slow response rates and low lead-to-book conversion. The category conflates very different buyer profiles.

Asymmetric has strong case studies and existing client relationships in the "keep" sub-sectors.

E-commerce — New Test

Asymmetric has compelling case studies in e-commerce (including at least one client where sales were quadrupled). PEMA.io noted that e-commerce and retail managers are less active on LinkedIn than other buyer personas, which may limit reach. Agreed to test and evaluate.

PEMA.io Service Notes

• Outbound (current): LinkedIn-based direct outreach. Bulk model requires contact lists of >50,000/month to be efficient; smaller lists are not well-suited to their workflow.
• Inbound (new as of Oct 2025): Founder-led brand building — LinkedIn content, authority articles, profile development. Not currently engaged by Asymmetric.

Action Items

Related

• ^[2]