--- title: BluePoint ATM Marketing Call — Oct 22 2025 type: article created: '2025-10-22' updated: '2025-10-22' source_docs: - raw/2025-10-22-bluepoint-atm-marketing-call-96061859.md tags: - meeting - bluepointatm - marketing - campaigns - seo - google-ads - linkedin-ads - hubspot - callrail - clickup - direct-mail - website - state-service-pages - lead-generation layer: 2 client_source: BluepointATM industry_context: b2b-services transferable: false --- # BluePoint ATM Marketing Call — Oct 22 2025 ## Overview Monthly marketing sync between [[wiki/clients/current/bluepoint/_index|BluePoint ATM]] (Mike Stebbins, Wade Zirkle) and Asymmetric (Melissa Cusumano, Mark Hope, Karly Oykhman, Avokerie Onorimuo). Primary agenda: establish a staggered campaign cadence by vertical, approve state-specific service pages, and resolve tooling issues with CallRail, HubSpot, and ClickUp. **Meeting recording:** https://fathom.video/calls/448571440 --- ## Attendees | Name | Role | Org | |---|---|---| | Melissa Cusumano | Account lead | Asymmetric | | Mark Hope | Technical/ops | Asymmetric | | Karly Oykhman | Team | Asymmetric | | Avokerie Onorimuo | Team | Asymmetric | | Mike Stebbins | Sales / owner | BluePoint ATM | | Wade Zirkle | Operations | BluePoint ATM | | Chuck (chuck@salesgrowthmd.com) | External | — | --- ## Key Decisions 1. **Campaign cadence locked in.** Campaigns will launch on the first Thursday of each month, targeting one vertical at a time. Planning for the following month's campaign happens concurrently. - November → Stadiums & Arenas - December → Water Parks & Amusement Venues - January → Live Music Venues 2. **State Service pages approved.** Build state-specific landing pages starting with Virginia and Colorado, then prioritize major cashless-compliance states. Rollout estimated at ~1.5 months depending on content turnaround. 3. **LinkedIn Ads to be retargeted by vertical.** Current ads are broad/nationwide with a 1.6% CTR. Future campaigns will use industry- and title-specific targeting (e.g., C-suite at stadium/arena companies) aligned to the monthly campaign vertical. 4. **Direct mail continues.** Will be used again for the Stadiums campaign; drop timing is a few weeks after email launch. Mike must include physical addresses when pulling prospect lists from ZoomInfo. 5. **CallRail not yet active for BluePoint.** Melissa to confirm full-rollout pricing with Mark. Known baseline: $60/month for 5 local numbers, 1 toll-free, 250 minutes, call tracking, recording, and routing. 6. **ClickUp task submission process clarified.** Tasks submitted from a personal workspace are invisible to Asymmetric. All requests must go through the shared dashboard's **Ask Request Form**. --- ## Campaign Performance Update - SEO and Google Search Ads are generating significant inbound lead volume. - High lead volume is consuming sales bandwidth and causing delays on marketing deliverables — acknowledged as a good problem. - **Key win:** Demo scheduled with Children's Health hospital in Dallas — a direct website lead. --- ## Campaign Cadence Detail ### Structure - **Email** is the primary campaign driver, using the existing 10-week HubSpot automation template (duplicate and update content per vertical). - **Direct mail** drops a few weeks after the first email send. Mike to include physical addresses in prospect lists. - **LinkedIn Ads** will be tested with hyper-targeted audiences per vertical (C-suite, owners, facility managers). - **Google Ads** can also be segmented by industry to align with the monthly vertical. - **Organic social** posts will support each campaign with vertical-specific content. ### Schedule | Month | Planning Focus | Execution Focus | |---|---|---| | October | Stadiums & Arenas (build) | — | | November | Water Parks & Amusement | Stadiums & Arenas launch | | December | Live Music Venues | Water Parks & Amusement launch | | January | TBD | Live Music Venues launch | Campaigns run to different lists and can overlap without conflict. ### "Not Ready" Drip Campaign - A general drip for prospects not yet ready to buy is in progress. - Mike to provide high-level topic list; Asymmetric will write the content for review. --- ## Website: State Service Pages ### Purpose Create state-specific landing pages to build local credibility and improve SEO discoverability (e.g., "Is BluePoint ATM available in Michigan?"). ### Page Features - **Local CallRail number** displayed prominently (at minimum: below hero image and near the contact form). - **State-specific copy and imagery** tailored to each state. - **Lead form** with state attribution so inbound submissions are tagged by origin state. - Footer/navigation consistent with the rest of the site. ### Rollout Plan 1. Melissa builds and presents a template page for approval. 2. Launch pages in priority order: **Virginia first, then Colorado**, then major cashless-compliance states (Wade to send the prioritized list). 3. Pages go live only after full approval. 4. Full rollout estimated at **~1.5 months**, dependent on content approval speed. ### Notes - Cross-linking from the existing ColoradoATM and VirginiaATM sites is already driving traffic to the main BluePoint site — state pages extend this strategy. - CallRail numbers are not a blocker; pages can launch with the main BluePoint number and be updated when CallRail is active. --- ## HubSpot & CallRail ### HubSpot Sync Issue - **Problem:** Wade added a prospect ("Angelica") via the Gmail HubSpot plugin, but the contact did not appear in the main HubSpot account. - The plugin auto-filled the email field with a BluePoint address rather than the prospect's address. - **Resolution path:** To be investigated at the HubSpot meeting on **Oct 30 at 3 PM MT**. Mark Hope is the primary resource. ### CallRail Pricing - Previous quote from Mark: **$60/month** for 5 local numbers, 1 toll-free number, 250 local minutes, call tracking, text tracking, attribution, call recording, and call routing. - Full rollout (e.g., 50 state numbers) pricing TBD — Melissa to confirm with Mark. - BluePoint would have their own login under the Asymmetric CallRail account; billing goes directly to BluePoint. - CallRail integrates with HubSpot. ### Spam Flagging for Cold Calls - Mike's personal number is being flagged as spam due to high cold-call volume. - Options discussed: Google Voice, Zoom number, landline. - Wade to ask Mark for a recommended solution. --- ## Admin & Process ### Monthly Analytics Report - Mike submitted requirements in ClickUp during the call. - Asymmetric will deliver the report **before the 5th of each month** so BluePoint can review ahead of the monthly sync. - Format: Looker Studio PDF export + a highlights document covering the metrics Mike specified. ### Website Refresh (Ongoing) - **FAQ page:** BluePoint to provide content. - **Compliance page:** BluePoint to provide source material; Asymmetric will write and build. A supporting blog post will also be created. - **Stock photos:** BluePoint can select images from iStock; Asymmetric will download at no additional cost to the client. ### ClickUp Process - Tasks submitted in a personal ClickUp workspace are **not visible to Asymmetric**. - Correct path: shared dashboard → **Ask Request Form** → submit. - Alternatively, add a task directly in the shared dashboard backlog. --- ## Action Items ### Mike (BluePoint) - [ ] Finalize and send the Stadiums & Arenas prospect list (including physical addresses) by EOW - [ ] Approve Stadiums & Arenas email content by EOW - [ ] Provide high-level topic list for the "not ready" drip campaign ### Wade (BluePoint) - [ ] Send prioritized state order for the State Service page rollout - [ ] Ask Mark Hope for a solution to Mike's spam-flagging issue (Google Voice, landline, etc.) - [ ] Resend the blue cashless logo via the ClickUp **Ask Request Form** (not personal workspace) - [ ] Reply-all to Mark's CallRail email to confirm full-rollout pricing ### Melissa (Asymmetric) - [ ] Send November blog and social content to BluePoint for review - [ ] Confirm full CallRail rollout cost with Mark - [ ] Begin development of the State Service page template (starting with VA) - [ ] Pull LinkedIn Ads targeting details and share with BluePoint; update targeting to align with vertical campaigns ### All - [ ] Attend HubSpot meeting — **Oct 30, 3 PM MT** (4 PM CT) --- ## Related - [[wiki/clients/current/bluepoint/_index|BluePoint ATM Client Overview]] - [[wiki/clients/current/bluepoint/hubspot-setup|HubSpot Setup & Sync]] - [[wiki/clients/current/bluepoint/state-service-pages|State Service Pages]] - [[wiki/clients/current/bluepoint/campaign-cadence|Campaign Cadence & Verticals]]