Check-in Call: Asymmetric x PEMA.io (2026-03-18)

Overview

Routine check-in between ^[1] and Asymmetric to review lead generation performance, explore new targeting opportunities, and align on a revised outreach strategy. The call surfaced a persistent ~50% show rate problem and two new service verticals worth testing: Amazon FBA growth and local service businesses. The most significant strategic shift discussed was pivoting away from broad LinkedIn industry targeting toward a direct ABM list approach using Mark's existing prospect database.

Attendees:
- Cindy M & Tim — PEMA.io (external)
- Mark Hope — Asymmetric
- Melissa Cusumano — Asymmetric (observer)
- Sebastian Gant — Asymmetric

Key Decisions

Performance Review

• Show rate: ~50% — roughly half of booked calls are not showing up
• Pipeline: 3 proposals currently out; no new conversions yet but Mark considers quality of connected calls solid
• Existing high-performing industries being retargeted: Environmental services, financial services, manufacturing

Mark expressed no complaints about PEMA.io's process specifically — he acknowledged no-shows are an industry-wide problem.

New Targeting Opportunities

Amazon FBA Growth Service

Asymmetric's strongest current case study vertical. Targets consumer product brands selling on Amazon who are struggling to scale or have hit a growth plateau.

• Offer: Accelerate Amazon sales growth for consumer product brands
• Proof point: $70/day → $6,000/day (1,000% growth)
• Target categories: Food & beverage, clothing, toys, pet products — any B2C consumer product with an Amazon channel
• Qualification question suggested by Mark: "Are you selling on Amazon? Is that one of your channels?"
• LinkedIn challenge: Retail/D2C brands are underrepresented and underactive on LinkedIn; keyword-based targeting (e.g., "Amazon FBA") may be more effective than industry filters

Local Service Businesses

Established local firms that are large enough to need marketing support but too small to have an in-house department.

• Examples: HVAC companies, law firms, other local service providers
• Revenue sweet spot: $10M–$50M
• Employee range: Roughly 30–50+ employees
• Rationale: Big enough to have a marketing budget, small enough to lack a dedicated marketing team — a classic outsourced CMO/agency fit
• Note: Aligns with PEMA.io's existing 11–50 employee company size targeting

Stagnating Growth (Consumer Products)

Brands that grew for a period and have since plateaued. Asymmetric positions itself as a growth restoration partner.

• Overlaps significantly with the Amazon FBA vertical
• Applies broadly across consumer product categories

ABM List Outreach — Test Plan

Problem: Mark runs an ABM email cadence that includes LinkedIn outreach steps, but he lacks the bandwidth to execute the LinkedIn touches manually.

Solution: Mark will share his prospect list (400–500 contacts with LinkedIn profile URLs) with Cindy. PEMA.io will add these profiles to a LinkedIn outreach target list and run outreach in parallel with Mark's email sequence.

Why this works:
- Contacts are already warm — they're receiving Mark's emails simultaneously
- Multi-channel touchpoint makes LinkedIn outreach feel less cold
- Offloads a bottleneck in Mark's ABM workflow

Test parameters:
- Duration: 1 month
- List size: ~400–500 (Mark noted he can supply longer lists in future rounds)
- Run alongside existing PEMA.io campaigns, not as a replacement

Show Rate — Improvement Tactics

PEMA.io currently handles all pre-call reminders (emails, text reminders). The remaining gap is what happens at call time when a prospect doesn't join.

New tactic (from Janet via Slack): If a prospect hasn't joined within ~5 minutes of the call start time, Mark sends a quick email with the Zoom link directly — framed as a helpful re-entry point ("you may not have had the link handy"). This low-friction nudge has shown positive results for other clients.

Mark confirmed he is not currently doing any outreach at call time and will begin testing this.

Action Items

• [ ] Mark Hope — Send 400–500 ABM prospect list with LinkedIn profile IDs to Cindy
• [ ] Mark Hope — Implement in-call Zoom link email to no-shows within first 5 minutes (per Janet's Slack guidance)
• [ ] PEMA.io (Cindy) — Add Mark's LinkedIn IDs to target list and launch 1-month LinkedIn outreach test
• [ ] PEMA.io (Cindy) — Test Amazon FBA keyword targeting on LinkedIn as an alternative to retail industry filters

Related

• ^[2]
• ^[3]
• ^[4]