---
title: BluePoint ATM Marketing Call — 2025-12-17
type: article
created: '2025-12-17'
updated: '2026-04-05'
source_docs:
- raw/2025-12-17-bluepoint-atm-marketing-call-109522267.md
tags:
- meeting
- client
- bluepoint-atm
- asymmetric
- marketing
- direct-mail
- hubspot
- callrail
- linkedin-ads
- seo
- lead-gen
- trademark
- go-high-level
- ga4
layer: 2
client_source: BluepointATM
industry_context: b2b-services
transferable: false
---

# BluePoint ATM Marketing Call — 2025-12-17

Monthly marketing sync between Asymmetric and BluePoint ATM. Covered direct mail campaign approval, two critical tech integration failures, a new lead-gen form strategy for content downloads, and trademark registration updates.

**Recording:** [Fathom](https://fathom.video/calls/508679064)

## Attendees

| Name | Role | Org |
|---|---|---|
| Melissa Cusumano | Account Lead | Asymmetric |
| Mark Hope | Technical Lead | Asymmetric |
| Karly Oykhman | Team Member | Asymmetric |
| Avokerie Onorimuo | Team Member | Asymmetric |
| Wade Zirkle | Client | BluePoint ATM |
| Mike Stebbins | Client | BluePoint ATM |
| Chuck (chuck@salesgrowthmd.com) | External | — |

## Overview

A wide-ranging monthly sync covering active deliverables, two urgent technical issues discovered earlier in the week, campaign planning for Q1 2026, and a new trademark milestone. The direct mail postcard campaign for stadiums and arenas was formally approved. The next marketing call was moved to January 7, 2026, with a GoHighLevel/Clarity training session scheduled for January 6.

## Key Decisions

- **Direct mail campaign approved** to move forward targeting stadiums and arenas; BluePoint to finalize list size (500 vs. 1,000 pieces) and send the final list to Asymmetric within 1–2 days.
- **Lead-gen form strategy adopted** for all future social posts promoting downloadable content (reports, white papers). Posts will link to a form (Full Name, Company, Email) that triggers an instant PDF download, replacing direct asset links.
- **QR code placement** on the direct mail postcard will be moved to the back side only to ensure accurate printing registration.
- **GoHighLevel & Clarity training** scheduled for January 6, 2026 at 12:30 PM CT.
- **Next marketing call** moved to January 7, 2026 (skipping the holiday week).

## Critical Issues — Requires Follow-Up

### 1. CallRail Number-Swapping Failure

- **Problem:** The "Western Office website pool" number displayed in the website banner is not swapping. It is stuck on Mike Stebbins's static cell number, preventing accurate call-source tracking for that placement.
- **Context:** The number pools were renamed during this call for clarity (e.g., "Western Office banner pool," footer pools labeled accordingly). The swapping was briefly working on the day of initial setup.
- **Owner:** Asymmetric — Mark Hope to investigate.
- **Impact:** Calls are still being received (Mike's number is live), but source attribution is broken for the banner pool.

### 2. HubSpot Lead Notification Email Not Logging

- **Problem:** When a new lead submits the website contact form, an automated notification email is sent to Wade. This email is **not** being logged in HubSpot's activity feed for the corresponding contact record. Mike is manually forwarding the email to populate the activity.
- **Context:** Contact data (name, email, phone) is importing into HubSpot correctly via the form integration. The gap is specifically the notification email not appearing in the Activities timeline.
- **Owner:** Asymmetric — Mark Hope to investigate.
- **Impact:** Breaks the lead-tracking workflow; requires manual data entry to maintain a complete activity history.

### 3. GA4 Multiple Analytics IDs Alert

- **Problem:** CallRail flagged the BluePoint website for having multiple Google Analytics IDs installed.
- **Owner:** Asymmetric to audit and confirm the correct GA4 ID is the only active one.

## Campaign Updates

### Direct Mail — Stadiums & Arenas

| Item | Detail |
|---|---|
| Status | **Approved** |
| List size | TBD — 500 or 1,000 pieces (BluePoint to decide) |
| Cost (1,000 pieces) | ~$1,064 ($665.79 printing + ~$397.60 postage) |
| Cost per piece | ~$1.10 |
| Target in-mail date | January 7–9, 2026 |
| QR code tracking | UTMs with First Name, Last Name, Company as URL parameters |
| QR code placement | Back side only (printing accuracy) |

Asymmetric will confirm vendor availability and backlog for the January target date. BluePoint to send the finalized mailing list (titled "list for direct mail only") within 1–2 days.

### LinkedIn Ads — Stadiums & Arenas

- **Blocker:** The 1,000-contact ZoomInfo list provided by BluePoint does not meet LinkedIn's minimum audience size requirement for matched audience targeting.
- **Next step:** Asymmetric (Avokerie) researching alternative targeting strategies. Minimum audience size to be confirmed and shared with BluePoint.

## Content & Asset Updates

### New Lead-Gen Form for Social Content Downloads

Going forward, any social post promoting a downloadable asset (trend reports, white papers, etc.) will use a lead-gen form instead of a direct link.

- **Form fields:** Full Name, Company, Email
- **Flow:** User submits form → PDF auto-downloads instantly → BluePoint follows up with the contact
- **Rationale:** Captures contact information for sales follow-up; previously, direct links provided no lead data
- **To build:** Asymmetric to create the form and ensure submissions are tracked in HubSpot
- **First use:** Reverse ATM Trends Report post (moved to January)

### Trademark & Logo Updates

- **Milestone:** "BluePoint" is now an officially registered trademark (®).
- **Action:** Asymmetric to update all marketing materials with the ® symbol once BluePoint provides final confirmation.
- **Open question:** BluePoint to confirm whether the dual "BluePoint ATM Solutions" logo also requires the ® symbol (the mark is very small in that lockup).
- **Immediate:** Social media posts to be updated with the new trademarked logo going forward.

### Social Media — December

- BluePoint sent revisions for all December social posts; approved and set.
- One post (Reverse ATM Trends Report) moved to January pending lead-gen form build.
- Two additional posts still in production; Asymmetric to deliver within a few days.
- Logo update (® version) to be applied to all future posts.

### Website & SEO

| Metric | Value |
|---|---|
| Domain Rating (DR) | 34 (up from ~29 one month prior) |
| DR Goal | 40 |
| Site Health Score | 99% |

- BluePoint is finalizing text revisions for industry pages (different format/copy than original).
- New page to be developed for the **water parks / amusement parks / theme parks** vertical — content being drafted by BluePoint.
- Conversion path analysis for high-traffic blog posts in progress (Asymmetric); pending merge of keyword data with on-site behavior data.

## Action Items

### Asymmetric

- [ ] Investigate and resolve CallRail banner pool number-swapping failure (Mark)
- [ ] Investigate and resolve HubSpot lead notification email not logging to activity feed (Mark)
- [ ] Audit GA4 IDs on BluePoint website; confirm correct ID is sole active tag
- [ ] Research alternative LinkedIn ad targeting options for stadiums/arenas audience
- [ ] Build lead-gen form (Full Name, Company, Email) with auto-download trigger; ensure HubSpot integration
- [ ] Confirm direct mail vendor timeline and backlog for January 7–9 in-mail target
- [ ] Remove QR code from front of postcard; send updated art to vendor upon list receipt
- [ ] Update all social media posts and materials with ® logo once BluePoint confirms
- [ ] Send GoHighLevel/Clarity training invite for January 6, 2026 at 12:30 PM CT
- [ ] Send January 7 marketing call invite

### BluePoint

- [ ] Decide on direct mail list size (500 vs. 1,000) and send finalized list to Asymmetric within 1–2 days
- [ ] Confirm trademark symbol requirements for the dual "BluePoint ATM Solutions" logo
- [ ] Finalize website content revisions for industry pages
- [ ] Draft content for new water parks / theme parks page
- [ ] Review compliance blog and December blog (sent separately by Asymmetric)
- [ ] Review emails 6–10 of water parks/amusement parks email automation sequence

## Upcoming Dates

| Date | Event |
|---|---|
| Jan 6, 2026 — 12:30 PM CT | GoHighLevel & Clarity Training |
| Jan 7–9, 2026 | Target in-mail date for direct mail campaign |
| Jan 7, 2026 | Next Monthly Marketing Call |

## Related

- [[wiki/clients/current/bluepoint/_index]]
- [[wiki/clients/current/bluepoint/tools/callrail-setup]]
- [[wiki/clients/current/bluepoint/tools/hubspot-integration]]
- [[wiki/clients/current/bluepoint/campaigns/direct-mail-stadiums-arenas]]