--- title: BluePoint ATM Marketing Call — Jan 14 2026 type: article created: '2026-01-14' updated: '2026-04-05' source_docs: - raw/2026-01-14-bluepoint-atm-marketing-call-114306125.md tags: - meeting - client - bluepoint-atm - asymmetric - marketing - email-strategy - linkedin-ads - hubspot - seo - new-york-campaign - cashless-compliance - website - callrail - zoominfo - sandler-sales layer: 2 client_source: BluepointATM industry_context: b2b-services transferable: false --- # BluePoint ATM Marketing Call — Jan 14 2026 ## Overview Strategy call between Asymmetric and BluePoint ATM covering five major workstreams: an urgent New York cashless-ban campaign, a shift in cold email philosophy to the Sandler model, website phone number visibility improvements, a HubSpot/Gravity Forms integration fix, and ATM screen branding assets. **Date:** January 14, 2026 **Source:** [Fathom recording](https://fathom.video/calls/531256634) **Attendees:** - Karly Oykhman — Asymmetric (lead) - Melissa Cusumano — Asymmetric - Mark Hope — Asymmetric - Avokerie Onorimuo — Asymmetric - Mike Stebbins — BluePoint ATM - Wade Zirkle — BluePoint ATM - Chuck (chuck@salesgrowthmd.com) — Sandler Sales advisor (external) --- ## Key Decisions | # | Decision | Owner | |---|----------|-------| | 1 | NY cashless-ban campaign launches ASAP — multi-channel (email, LinkedIn, blog/white paper) | Karly + BluePoint | | 2 | Cold email sequences shift from 10-email to 3–4 email Sandler model for all **future** campaigns | Karly | | 3 | Current Water Parks/Museums 10-email sequence runs to completion unchanged | Mike | | 4 | Homepage "pool" phone number bar replicated across all site pages; 800 number moved to footer on state pages | Melissa / BluePoint to confirm | | 5 | BluePoint pulls ZoomInfo NY list using criteria provided by Karly | Mike / Wade | | 6 | Two LinkedIn ad units for NY: (a) boosted explainer video (wide NY audience) + (b) carousel lead-gen ad targeting ZoomInfo account list | Karly | | 7 | NY compliance blog drafted by Karly's team, converted to PDF white paper for lead magnet | Karly | | 8 | Gravity Forms → HubSpot re-mapping completed by Friday Jan 16 | Karly | | 9 | ATM screen branding assets scoped; Wade to send specs | Wade → Karly | --- ## Action Items ### Asymmetric / Karly - [ ] Send ZoomInfo list criteria (NAICS codes, job titles, location filters) to Mike — **by Jan 15** - [ ] Send LinkedIn job title / role targeting options to Mike & Wade for selection - [ ] Draft NY cashless compliance blog; convert to white paper PDF; build landing page + HubSpot form — **drafts by Jan 19–20** - [ ] Draft NY campaign email sequence (3–4 emails) and send to Mike for review — **target Monday Jan 19** - [ ] Re-map all Gravity Forms fields to HubSpot; rename form activity labels — **by Jan 16 (Friday)** - [ ] Coordinate YouTube account access (2FA with BluePoint); audit and update video titles, descriptions, and SEO tags - [ ] Add LinkedIn targeting options tab to shared Google Sheet; share PMAX geo performance data - [ ] Instruct content writer to prioritize NY cashless compliance blog ahead of current queue ### BluePoint (Mike / Wade) - [ ] Review and approve January social content calendar — then Karly posts and boosts LinkedIn explainer video to NY - [ ] Create 8 new CallRail numbers for state pages: NY, PA, IL, MI, NJ, WA, CA, FL (Melissa) - [ ] Add phone number to Contact Us page (Mike) - [ ] Email Karly ATM screen specs: file types, screen dimensions, image counts (Wade) - [ ] Pull NY contact list from ZoomInfo using Karly's criteria (Mike) - [ ] Email Karly ad budgets, target states/geos, and new search terms (Mike + Wade) - [ ] Add Google Ads geos tab to shared sheet (Wade) - [ ] Email NY associations and chambers of commerce re: cashless compliance (Wade) - [ ] Review NY campaign content (email drafts, blog) upon receipt and provide rapid feedback - [ ] Decide on phone number bar implementation across website pages --- ## Topic Notes ### New York Cashless-Ban Campaign New York State's cashless ban (modeled on NYC's existing ordinance, signed statewide by Governor Hochul) takes effect **late March 2026**. BluePoint is already receiving inbound calls from NY businesses seeking compliance solutions. The campaign is intended to be a **repeatable blueprint** for future state-level legislation (California expected next). **Campaign components:** - **Email:** 3–4 email Sandler-style sequence to ZoomInfo-sourced NY list (QSRs, coffee shops, retailers, entertainment). BluePoint pulls list; Karly maps and loads into HubSpot. - **LinkedIn — Boosted post:** Existing explainer video boosted to wide NY audience, targeted by industry and job title. - **LinkedIn — Carousel ad:** Lead-gen ad targeting the specific ZoomInfo company list, offering a compliance checklist/white paper download. - **Content:** NY-specific cashless compliance blog → PDF white paper → gated landing page with HubSpot form. - **Associations:** Wade handles outreach to NY chambers of commerce and trade associations directly. **Timeline goal:** Campaign live by end of week of Jan 19. --- ### Email Strategy — Shift to Sandler Model **Problem:** The current 10-email cold sequence risks prospect fatigue and spam filter triggers. Current click-through volume is insufficient to meaningfully affect SEO, removing the main argument for keeping the longer sequence. **New approach (all future cold campaigns):** - 3–4 emails maximum - Sandler "no free consulting" philosophy: email 1 introduces the problem and asks if the prospect *wants* the white paper — they must reply to receive it - Creates a micro-commitment that filters for genuinely interested leads - More personal, plain-text style rather than designed marketing emails **Transition plan:** Water Parks/Museums campaign finishes its existing 10-email sequence. All subsequent cold campaigns use the new model. The existing 10-email content may be repurposed as a **drip/nurture sequence** for warm contacts (e.g., trade show leads entered manually). --- ### Website Phone Number Visibility **Problem:** Phone numbers appear on the homepage (pool bar + footer) but are absent from interior pages, reducing call conversion for users who prefer to call over filling out a form. **Solution agreed:** - Replicate the homepage "pool" phone number bar as a reusable container across all pages - Bar can be templated globally (easy maintenance) with optional page-specific copy (e.g., "Hospitality Solutions") if desired - **State pages:** Local CallRail number stays prominent in the hero image; generic 800 number moves to footer only to avoid confusion between numbers BluePoint to make final call on implementation approach. --- ### State Pages - First 10 pages in development using Colorado page as template - States: Colorado, Virginia, California, Florida, New York, Pennsylvania, Illinois, Michigan, New Jersey, Washington - Colorado and Virginia already have CallRail numbers; **8 more needed** (Melissa to create) - State seal assets updated to grayscale — confirmed resolved on live pages --- ### Video SEO & YouTube - Explainer video currently ranks **#9 for "reverse ATM"** on Google — strong result given low view count - No competitor has significant YouTube presence in the reverse ATM space — early-mover opportunity - **Plan:** Build out channel with how-to and demo videos (machine repair, transaction walkthroughs, compliance explainers) - **Quality vs. quantity:** Balance needed — content must be engaging enough to drive watch time, but doesn't need to be perfect; consistency and volume matter for SEO - **Immediate:** Karly's team to gain YouTube account access and audit/update video metadata (titles, descriptions, tags) --- ### HubSpot & Gravity Forms Integration **Problem:** A recent Gravity Forms plugin update broke field mapping to HubSpot. New form submissions are not auto-populating contact fields (phone, company, comments) in HubSpot. **Fix:** Karly's team re-maps all website forms to HubSpot by **Friday Jan 16**. Form activity labels will also be renamed for clarity. **Limitation:** Fix is not retroactive — existing contacts will not be updated. --- ### ATM Screen Branding BluePoint is standardizing branded screens on all new ATM installations via SD card image upload. **Assets needed:** - **Welcome screen:** BluePoint branding + instructions for card insert, tap card, tap phone - **Transaction screen:** "Your transaction is processing" + BluePoint logo/slogan (simple) - Multiple screen sizes may be required depending on ATM model Wade to email Karly file types, dimensions, and image count requirements. No QR codes on screens (existing physical QR code on ATM chassis is sufficient). --- ### Google Ads — Geo & Keywords - Current PMAX campaign shows highest interaction rates in: **New York, New Jersey, Virginia, Arizona** - BluePoint to add a geos tab to the shared tracking sheet specifying target states, cities, zip codes, and radii - New search terms identified by Mike/Wade (prepaid kiosk, etc.) to be shared with Karly for evaluation - Karly to share PMAX geo performance export with BluePoint --- ## Related - [[wiki/clients/current/bluepoint/_index]] - [[wiki/clients/current/bluepoint/campaigns/ny-cashless-compliance-campaign]]