--- title: Strategy Call — 2026-03-18 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-03-18-asymmetric-marketing-call-130846045.md tags: - meeting - asymmetric-marketing - strategy - linkedin-ads - seo - website - abm - lead-gen - hubspot - google-merchant-center layer: 2 client_source: Asymmetric Marketing industry_context: b2b-services transferable: false --- # Strategy Call — 2026-03-18 ## Overview Strategy alignment call covering four major workstreams: website rebuild cancellation (preserving DR 55 SEO equity), LinkedIn ad budget consolidation into a single broad campaign, ABM email sequence progress, and a client site health optimization push bringing most sites to 99–100 health scores. **Attendees:** Mark Hope, Karly Oykhman, Melissa Cusumano, Avokerie Onorimuo, Michal Bielerzewski, Isalia Ramirez **Source:** [Fathom recording](https://fathom.video/share/5es6PvXszy9Jg8y9o1qzu5KK7SEdZRE7) --- ## Key Decisions ### 1. Website Rebuild Canceled — Refresh Current Beaver Builder Site The planned migration from Beaver Builder to Elementor is canceled. The site carries significant SEO equity (DR 55, 858 referring domains, 227 organic keywords) and migrating 100+ blog posts would risk losing internal link structure and search rankings. **Decision:** Refresh the existing Beaver Builder site instead — rebuild key pages (homepage, about us, etc.) using the same URLs, leaving blog content in place. > *"Our domain authority is like 55… we want to make sure we don't spoil any of that."* — Mark Hope **Implication:** Eshak will work from the current site's staging environment rather than a fresh Elementor build. Melissa to notify him. ### 2. LinkedIn Ad Budget Consolidated to Single Broad Campaign The original plan to split $1,500/mo across three industry-specific segments (general, environmental services, food & beverage) was deemed too thin to generate leads quickly. **Decision:** Run one consolidated LinkedIn campaign targeting a universal pain point (e.g., "stagnating revenue") to cast a wider net across all target industries simultaneously. > *"If we take $1,500 and try and break it across three segments, I think we're spreading ourselves a little thin."* — Karly Oykhman ### 3. LinkedIn Ad Account Unblocked The ad account was blocked due to a former employee (Egan) holding billing admin status. Mark removed Egan, added himself as billing admin, added a new payment method, and granted Karly access. Account status is currently **on hold** pending LinkedIn's 24-hour review cycle. ### 4. ABM Emails Will Send Outside HubSpot HubSpot is capped at 2,000 contacts. The full ABM list is ~37,000 contacts. HubSpot will be used for contact segmentation and nurturing highly engaged leads only; bulk email sequences will send from a separate system Mark is configuring. --- ## Action Items | Owner | Action | Status | |-------|--------|--------| | **Melissa** | Download all content from old Asymmetric Brands LinkedIn page before deletion | Open | | **Melissa** | Notify Eshak of website strategy pivot; direct him to work from current site staging | Open | | **Mark** | Finalize ABM system configuration | In Progress | | **Mark** | Monitor LinkedIn ad account status (currently on hold) | In Progress | | **Karly** | Review ad strategy doc; create tasks for graphics and landing pages | Open | | **Karly** | Investigate why new Doodla products (einkorn flour) are not syncing to Merchant Center feed | Open | | **Avoke** | Move final ad strategy doc and email sequence docs to `Asymmetric Marketing Strategy` folder in ClickUp | Open | | **Gavin** | Update and refresh all existing Asymmetric blog content in Surfer; request re-indexing | Open | --- ## Topic Notes ### Content & SEO - Blog calendar is active: 3–4 posts/month covering general marketing, environmental services, and food & beverage. - First three posts written by Karly; queued for Raphael to publish. - **Problem:** Many prior AI-generated blog posts were not properly optimized and have been de-indexed by Google. Organic traffic is down as a result. - **Plan:** Gavin to go through all Asymmetric blog content in Surfer, refresh/update each post, and request re-indexing. - Avoke suggested identifying higher-performing existing posts via Search Console to inform content direction. ### LinkedIn Page Consolidation Two LinkedIn pages exist: **Asymmetric Marketing LLC** (the one to keep) and **Asymmetric Brands** (an old, largely unused page that has been the posting destination by mistake). Plan is to delete Asymmetric Brands after downloading its content. ### Pima Region Lead Source - Generating 1–2 meetings/week at $500/meeting (pay-per-meeting model). - Only one closed deal so far: **Aviary**. - Mark has 3–4 proposals outstanding with limited traction. - Mark and Melissa have a follow-up call with Pima later the same day. ### Client Site Health Scores Mark completed a major technical SEO optimization push across all client sites: | Client | Health Score | |--------|-------------| | Reynolds | 100 | | Overhead Doors | 100 | | Core | 100 | | Scallon | 100 | | Old World | 100 | | Flynn | 100 | | Crazy Lenny's | 100 | | Citrus | 99 | | Cord Wainer | ~97–98 (in progress) | | Diddy | Ongoing issues | Industry average health score: ~78. All Asymmetric-managed sites are significantly above benchmark. ### Old World — Next Steps Site is technically optimized (100 health score) but has no organic keywords or traffic yet. Next phase: content creation + Google Shopping ads. Google Merchant Center is configured with sub-accounts for Doodla and Old World. ### Doodla — Merchant Center Feed Issue Two existing products are under review (approved per graph, still showing "under review" in detail view — expected to resolve within 24–48 hours). New product "einkorn flour" added to the site is not appearing in the product feed. Karly to investigate feed sync issue. --- ## Related - [[wiki/clients/current/asymmetric/_index]] - [[wiki/clients/current/old-world/_index]] - [[wiki/clients/current/doodla/_index]]