BluePoint Drip Campaign Strategy — Lead Nurturing & Segmentation
Overview
This article documents the drip campaign framework designed for BluePoint ATM, covering active prospecting sequences, passive nurturing for unresponsive leads, and long-term "not ready" campaigns. The approach was developed during a marketing sync with Asymmetric and BluePoint stakeholders and is intended to be built out inside HubSpot.
Related client context: [1]
Related HubSpot setup: [2]
Lead Segmentation Model
All contacts should be classified into one of four buckets, which determine which campaign (if any) they receive:
| Segment | Description | Campaign |
|---|---|---|
| Actively Working | Engaged, in conversation, being pursued | Manual outreach + deal tracking |
| Not Ready | Expressed interest but not now — no time, no budget, no urgency | "Not Ready" drip |
| Unresponsive | Not unsubscribed, not engaged — status unknown | "Unresponsive" drip |
| Opted Out / Dead | Unsubscribed or explicitly said no | No email; suppress |
"You've got ones you're working, ones that aren't ready, and ones you don't know." — Mark Hope
Active Prospecting Campaign
Structure
- Length: 10 emails over 10 weeks (one per week)
- Goal: Generate leads from a cold or warm list; identify who engages
- Pressure: Higher frequency — designed to surface interest quickly
- Audience: New segment lists (e.g., stadiums & arenas, water parks)
What Happens After
Once the 10-email sequence ends:
- Engaged contacts → move to active working pipeline
- Non-unsubscribed, non-responsive contacts → move to Unresponsive drip
- Unsubscribes → suppress
The entertainment segment campaign (990 recipients, 10 emails) serves as the established template. Future campaigns for stadiums & arenas and water parks should adapt this structure with updated copy and visuals.
"Not Ready" Drip Campaign
Purpose
Keep BluePoint ATM top of mind for prospects who have expressed genuine interest but aren't ready to move forward. These are warm leads — they haven't said no.
Structure
- Frequency: Once per month
- Duration: Ongoing / indefinite
- Tone: Educational, low-pressure, informational
Content Strategy
Emails should feel timely and relevant, not static. Suggested content types:
- Industry trends ("Did you know cashless adoption in stadiums is up X%?")
- Regulatory updates (new cashless mandates by state)
- Customer success stories or case studies
- Seasonal relevance (budget season, off-season planning)
"A lot of times if they're not ready, what you're trying to do is you're just trying to keep this idea top of mind." — Mark Hope
Action Items
- [ ] Mike Stebbins to develop a list of topics for the "not ready" drip campaign
- [ ] Asymmetric to draft and send email templates for review
- [ ] Agree on approval workflow before launch
"Unresponsive" Drip Campaign
Purpose
Maintain a light presence with contacts who have not engaged but also have not opted out. These contacts may have latent interest that surfaces later.
Structure
- Frequency: Once per month (or less)
- Duration: Ongoing until they engage, unsubscribe, or are manually removed
- Tone: Gentle re-engagement; low ask
Content Strategy
Similar to the "not ready" campaign but with a slightly softer re-engagement angle. Consider:
- "We've been sending you updates — here's what's new"
- Highlight a specific use case relevant to their vertical
- Include a low-friction CTA (e.g., "Reply to this email" rather than "Book a demo")
CTA Strategy
All drip emails should include multiple calls to action to accommodate different levels of buyer readiness:
- Primary CTA: "Contact Us" or "Book a Call" (high intent)
- Secondary CTA: "Learn More" (low friction, content-driven)
- Passive CTAs: Social media links (LinkedIn, etc.)
"Include multiple CTAs — Contact Us, Learn More, social media links." — Melissa Cusumano
This approach ensures that even passive readers have a path to engage without feeling pressured.
HubSpot Implementation Notes
- All campaigns are built and sent from HubSpot (confirmed — entertainment campaign went out via HubSpot)
- Drip campaigns are structured as workflows/automations triggered by contact status or list membership
- Contact activity (email opens, clicks, page visits) is visible per-contact in the activity timeline
- Email engagement data (open rates, click rates, unsubscribes) is visible at the campaign level under Marketing > Emails
- Contacts who click through multiple times are high-priority for manual outreach
To set up new drip campaigns, Asymmetric needs:
1. Defined audience/segment
2. Approved email copy (topics list from Mike)
3. Cadence confirmation
4. HubSpot workflow configuration (Asymmetric handles)
See also: [3]
Campaign Roadmap (Segment Sequence)
| Priority | Segment | Timing Rationale |
|---|---|---|
| 1 | Stadiums & Arenas (NCAA, minor leagues, semi-pro) | Early adopters; high awareness of reverse ATMs |
| 2 | Water Parks & Amusement Parks | Budget season alignment (Oct–Mar); off-season planning window |
| 3 | Live Music / Outdoor Venues | Seasonal; easy adaptation from entertainment campaign |
| 4 | Zoos, Tourist Attractions, Military Museums | Large universe (~5,000 contacts available); cashless mandate overlap |
Related Articles
- [1]
- [2]
- [3]
- [4]