--- title: Marketing Kickoff — 2025-09-29 type: article created: '2025-09-29' updated: '2025-09-29' source_docs: - raw/2025-09-29-american-extractions-marketing-meeting-90595959.md tags: - meeting - client:american-extractions - email-marketing - seo - website - segmentation - stick-packs - google-ads - pipedrive - content-strategy - data-enrichment layer: 2 client_source: American Extractions industry_context: b2b-services transferable: false --- # Marketing Kickoff — 2025-09-29 ## Overview Post-maternity leave kickoff meeting with American Extractions (Karly's first day back). Meeting covered the state of all active workstreams and re-established priorities. Client's top priorities are: (1) completing the American Extractions website updates and (2) launching the stick pack email campaign. A secondary strategic discussion emerged around customer segmentation challenges and a proposed self-segmentation email approach. **Attendees:** - Caitlin Doak — American Extractions (client) - Mark Schweiger — American Extractions (client) - Karly Oykhman — Asymmetric (account lead) - Mark Hope — Asymmetric - Avokerie Onorimuo — Asymmetric - Faith Amerson — Asymmetric --- ## Key Decisions - **American Extractions website updates are top priority** — developer (Eshock) assigned and confirmed end-of-week delivery via Slack during the call. Fieldwell site (Jeff) is secondary. - **Stick pack email campaign launches this week** — first email approved by Caitlin (minor note: header image may be too tall). Remaining emails in the series to be confirmed with Chris before sending. - **Self-segmentation email to follow 3–4 days after the first stick pack email** — three options under consideration: one-question poll, 60-second quiz, or self-download content. Mark Hope to draft options and work with Karly. - **Content strategy shifts away from CBD/THC** — 80% of organic inquiries are non-cannabinoid. Blogs, ads, and new content should emphasize stick packs and non-cannabinoid applications. Gummies and clear mixes remain cannabinoid-focused. - **Pipedrive approved for marketing emails** — approval received the morning of this meeting. Ready to send once content is finalized. - **Backlink purchase approved** — ~$225 for 350 permanent backlinks via long-standing vendor. Mark Hope to initiate. --- ## Action Items - [ ] Complete American Extractions website updates by end of week — **Eshock / Mark Hope** - [ ] Have Chris send remaining stick pack campaign email drafts — **Karly Oykhman** - [ ] Draft and send self-segmentation email (3–4 days after first stick pack email) — **Mark Hope + Karly Oykhman** - [ ] Research cost of data enrichment services (e.g., Clearbit, ZoomInfo) for email list segmentation — **Mark Hope** - [ ] Perform data hygiene check on Pipedrive contact list — **Karly Oykhman / Chris** - [ ] Draft new blog posts focused on non-cannabinoid stick pack applications — **Karly Oykhman** - [ ] Review recently posted blog content; flag and fix AI-generated images (stick pack screw-lid issue) — **Karly Oykhman** - [ ] Send Mark Hope screenshot of Salesforce company box permission issue — **Karly Oykhman** - [ ] Delete future occurrences of current recurring meeting; create new one — **Karly Oykhman** - [ ] Send Caitlin's IP address to suppress from Google Analytics/Ads — **Caitlin Doak → Mark Hope** - [ ] Initiate backlink purchase (~$225 / 350 links) — **Mark Hope** --- ## Discussion Notes ### Website - **American Extractions site** is the immediate priority. Caitlin had sent a list of edits the prior Friday. Eshock confirmed end-of-week delivery on Slack during the call. - **Fieldwell site** is largely built out. Remaining work: copy edits on individual product pages, image resolution cleanup, and dynamic banner images for the "shop by benefit" section. Deprioritized in favor of American Extractions. - **Hero video** discussion: Caitlin is producing a looping background video in DaVinci Resolve. Decision: host on Vimeo, embed player on site to avoid page speed impact. Guidance: start at medium resolution, iterate up/down. Target under 20 seconds, looping. ### Google Ads & SEO - Ads are live but impressions were low at launch. Mark Hope adjusted bid strategy during the meeting period. - SEO health score improved from ~62 to 100 since engagement began. Organic traffic showing early momentum (peaking ~2× the rate from six weeks prior). - Organic search data shows gummy/CBD terms dominating impressions; stick pack and powder terms dominating clicks — reinforces the content pivot decision. - Backlink profile is thin; backlink purchase approved to prime domain authority. ### Email Marketing - Pipedrive approved for marketing email sends (confirmed morning of meeting). - Four-part email series (simplified from an earlier six-part series) chosen because it can go to the full list without requiring segmentation. - First stick pack email ready; Caitlin approved content, flagged image height as minor issue. - Clear Mix campaign noted as a future workstream — not to displace website or stick pack priorities. ### Customer Segmentation - Current challenge: contact list was not historically tagged by product interest or business type. Manual back-tagging is difficult. - Caitlin manually tagged some contacts (e.g., brewers/beer industry → Clear Mix) but coverage is incomplete. - **Three segmentation approaches discussed:** 1. **Third-party data enrichment** (e.g., Clearbit, ZoomInfo) — can return industry, company size, employee count, and sometimes product interest from business email domains. Less useful for Gmail/Yahoo addresses. Mark Hope to research cost. 2. **Self-segmentation email** — send an email with 3 content options (e.g., stick packs, cannabinoid products, gummies); segment based on what recipients click. No gate needed since emails are already captured. Pipedrive field to be created to store product interest from click. 3. **Progressive profiling** — ask one new question per communication over time to build contact profiles incrementally. - **Self-segmentation email formats considered:** - *One-question poll*: "What are you developing next?" with product buttons linking to thank-you pages with hidden fields. - *60-second quiz*: 5 clicks, no typing, low friction. Can incentivize with Starbucks gift card or Amazon gift card drawing. - *Self-download*: 3 content pieces, click to download the relevant one. Caitlin's personal preference — feels less intrusive. - Decision: send self-segmentation email 3–4 days after the first stick pack email. Mark Hope to draft options for Karly to review. ### Content Strategy - Existing blogs still reference CBD/THC heavily — needs updating to reflect non-cannabinoid focus for stick packs. - Caitlin submitted a "Meet the Materials" social media series and a coordinating blog post to Avokerie. SEO team is processing the blog; social posts reviewed with edits noted. - AI-generated images flagged as a quality issue — AI consistently renders stick packs with screw-off lids (incorrect). Karly to audit recently posted blogs. - New blog direction: non-cannabinoid stick pack applications (hydration, recovery, pre/post-workout, etc.). --- ## Related - [[clients/current/american-extractions/_index]] - [[clients/current/american-extractions/fieldwell-website-project]]