Asymmetric Cold Outreach — 37,000 Validated Contacts
Overview
As part of Asymmetric's brand repositioning and new marketing strategy, a cold outreach campaign has been scoped targeting a database of 37,000 validated contacts. This is one of five channels in the broader [1] and is intended to run in parallel with ABM, paid ads, social, and content marketing.
The campaign is segmented by vertical, with initial focus on two industries: Environmental Services and Food & Beverage. These verticals were selected from a shortlist of ~10 candidate segments as the best initial fit for Asymmetric's ICP targeting.
Contact Database
| Attribute | Detail |
|---|---|
| Total validated contacts | 37,000 |
| Initial verticals | Environmental Services, Food & Beverage |
| Contact source | Existing database; additional pulls from ZoomInfo planned |
| CRM | HubSpot (cleaned, segmented, and ready) |
Mark Hope noted that HubSpot has been reorganized so that contacts are "clean and tidy and segmented and ready to go" ahead of campaign launch.
Vertical Definitions
Environmental Services
The Environmental Services vertical is scoped more narrowly than a generic "energy & environment" bucket. Target sub-sectors include:
- Hazardous waste collection and disposal
- Environmental remediation companies
- Regulated materials handlers (e.g., dry cleaners, paint/solvent waste generators)
- Environmental consultants and compliance training firms
"It's not just remediation either, because remediation implies that there was some kind of spill or some kind of harm, and hazardous waste or hazardous materials could just be a normal day-to-day process." — Mark Hope
Additional contacts for this vertical will be pulled from ZoomInfo once the initial campaign is underway and the segment is fully understood.
Food & Beverage
Defined in a separate campaign brief (available in the shared Google Drive strategy folder). Outreach copy is being drafted by Evoke in parallel with the Environmental Services sequence.
Campaign Brief Structure
Mark produced dedicated campaign briefs for each vertical. Each brief includes:
- Campaign overview and ICP definition
- Sub-sector breakdown (firmographic targeting)
- Decision-maker profiles
- Value propositions tailored to the vertical
- Pain points and gain creators
These briefs are stored in the shared Google Drive strategy folder and have been copied into ClickUp by Karly for task tracking.
Sequencing Approach
- Primary contacts are being sequenced first
- Secondary contacts will be pulled into the system and launched on a separate sequence (per client feedback pattern observed on the Paper Tube account)
- Copy is being written to be vertical-specific, not generic — Environmental Services copy differs meaningfully from Food & Beverage copy
Relationship to ABM
Cold outreach at scale (37,000 contacts) is distinct from the [2], which targets 100 highly personalized accounts with custom content and multi-channel coordinated outreach. The two run concurrently but serve different funnel roles:
| Dimension | Cold Outreach | ABM |
|---|---|---|
| Scale | 37,000 contacts | 100 accounts |
| Personalization | Vertical-level | Account-level |
| Channel | Email sequences | Multi-channel |
| Purpose | Top-of-funnel volume | High-value account penetration |
ICP Alignment
Cold outreach targets ICP-1: Mid-Market B2B, defined as companies with $5M–$75M in revenue that are outgunned in their category and need strategy-first marketing to compete against better-capitalized rivals. This ICP receives 80% of Asymmetric's initial marketing focus.
See [3] and [4] for full profiles.
Owner & Next Steps
- Karly Oykhman — owns campaign execution and ClickUp task creation for both vertical landing pages; coordinating copy development with Evoke
- Mark Hope — owns HubSpot setup, contact segmentation, and ZoomInfo pulls for expanded Environmental Services contacts
- Evoke — drafting vertical-specific email sequences for both Environmental Services and Food & Beverage
Source
Discussed in the [5] (March 12, 2026).