BluepointATM — Drip Campaign Strategy

Overview

BluePoint sells two distinct ATM products — traditional ATM placement and reverse ATM (cash-to-card) solutions — each targeting a different buyer profile with different value propositions. The drip campaign strategy separates these audiences into dedicated sequences, using HubSpot's Product property as the trigger and Lifecycle Stage as the exclusion gate to keep disqualified contacts out of active workflows.

This approach was planned during a HubSpot training session in late 2025. See ^[1] for broader client context and ^[2] for the full meeting record.

Campaign Architecture

Trigger: Product Property

Each contact's Product property value determines which drip sequence they enter:

Contacts without a Product value set should not enter either workflow until the field is populated.

Exclusion: Lifecycle Stage = Disqualified

A Disqualified option was added to the Lifecycle Stage property specifically to gate contacts out of active campaigns. Any contact with Lifecycle Stage = Disqualified must be excluded from enrollment in both drip sequences.

This prevents wasted sends to dead leads and keeps deliverability clean. See ^[3] for the rationale behind using Lifecycle Stage as the primary funnel property.

Campaign Design Considerations

Traditional ATM Drip

• Audience: Prospects and leads interested in placing traditional ATMs at their business locations
• Messaging focus: Revenue share, foot traffic uplift, zero-cost placement model
• Likely buyer: Retail business owners, convenience store operators, bar/restaurant owners

Reverse ATM Drip

• Audience: Prospects interested in cash-to-card kiosk solutions (e.g., cash-only venues needing a cashless workaround)
• Messaging focus: Compliance with cashless policies, customer convenience, reduced cash handling
• Likely buyer: Stadiums, amusement parks, transit hubs, venues with cashless mandates

The two sequences should not overlap. A contact should only be enrolled in one campaign at a time based on their Product value.

Workflow Logic (Recommended)

IF Contact Type = Lead
  AND Lifecycle Stage ≠ Disqualified
  AND Product = [Traditional ATM | Reverse ATM]
THEN enroll in corresponding drip sequence

Wade agreed to email Melissa and Mark with specifics on:
- Who should receive each workflow
- When inactive leads should enter the sequence (timing/delay rules)
- What the content cadence should look like for each product line

Until that information is provided, workflows should not be built out in HubSpot.

Dependencies

• Product property must be populated on contact records before enrollment logic can fire
• Lifecycle Stage = Disqualified must be actively maintained by the sales team as leads are disqualified
• Contact Type property (Leads, Customers, GPO Partners, Vendors) should be used to ensure only leads are enrolled — not customers or partners. See ^[4]
• Drip content (email copy, sequence length, send cadence) is not yet defined as of the planning session

Action Items

• [ ] Wade to email Melissa and Mark: who/when/what for traditional and reverse ATM inactive-lead workflows
• [ ] Melissa to prepare analytics and reporting for the next meeting to inform sequence design
• [ ] Mark/Melissa to build workflows in HubSpot once content and enrollment criteria are confirmed

Related

• ^[1]
• ^[2]
• ^[3]
• ^[4]
• ^[5]