--- title: BluePoint ATM Marketing Call — March 2026 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-03-11-bluepoint-atm-marketing-call-129122544.md tags: - meeting - client - bluepointatm - marketing - abm - google-ads - seo - hubspot - strategy layer: 2 client_source: BluepointATM industry_context: b2b-services transferable: false --- # BluePoint ATM Marketing Call — March 2026 Monthly marketing review with BluePoint ATM. Primary outcomes: pivot to ABM, reallocation of Google Ads budget from ended NY campaign, and alignment on content review priorities. **Attendees:** Mark Hope, Karly Oykhman, Avokerie Onorimuo, Melissa Cusumano (Asymmetric); Mike Stebbins, Wade Zirkle (BluePoint ATM); Chuck (SalesGrowthMD) **Source:** [Fathom recording](https://fathom.video/calls/595897197) --- ## Overview The call covered four main areas: website/SEO performance review, Google Ads campaign status and budget reallocation, a strategic pivot from broad industry campaigns to Account-Based Marketing (ABM), and a prioritization exercise for outstanding content and collateral items. BluePoint also shared recent deal wins including Buffalo Sabres (Key Bank Arena), National Western Center Complex, and a near-close with the Buffalo Bills (Highmark Stadium). --- ## Key Decisions ### 1. Pivot to Account-Based Marketing (ABM) BluePoint approved moving away from broad, industry-specific campaigns (e.g., Waterparks) toward a targeted ABM approach. - **Pilot size:** 100 accounts - **Structure:** Diversified across 3–4 segments (e.g., 25 accounts each) to test which niches perform best before concentrating resources - **Process:** Each account receives a personalized email + LinkedIn sequence, built from a ~6-page research document covering company overview, financials, tech stack, news, pain point hypotheses, buying committee contacts, and personalization hooks - **Platform:** Orbit (Asymmetric's proprietary ABM platform), synced to HubSpot as the central source of truth - **Rationale:** ABM is expected to yield higher ROI than broadcast campaigns; Asymmetric's Aviary client is seeing 36% open rates and 29% CTR with the same approach > *"The idea is the perfect marketing thing is one marketing campaign for one person."* — Mark Hope ### 2. Google Ads Budget Reallocation The NY-focused Google Ads campaign has ended. The full $1,500/month budget will be redistributed to the two active campaigns. | Campaign | Status | Key Metrics | |---|---|---| | NY Campaign | **Ended** | — | | PMAX | Active | Budget being increased | | Reverse ATM | Active | 6.36% CTR, $5 CPC, 11% impression share | The Reverse ATM campaign is performing well on quality metrics but is severely budget-constrained ($8/day vs. Google's recommended $50/day). Increasing budget is expected to meaningfully improve impression share (currently 11%). ### 3. Landing Pages Prioritized Over Social/Blog BluePoint confirmed that reviewing and approving the PMAX and Reverse ATM landing pages is a higher priority than social media posts and blog content. More relevant landing pages improve Google Ads quality scores, which lowers CPC and improves ad rank. ### 4. Project Management Stays in Google Workspace The Asana/ClickUp integration is on hold indefinitely. Communication and task tracking will remain in Gmail and Google Docs. --- ## Website & SEO Performance Strong results across the board — site health score is 100. | Metric | Status | |---|---| | Organic visitors | ~1,600/mo (↑ ~40%) | | Organic keywords | Doubled | | Site health score | 100 | | Keywords tracked | 124 | | Domain Rating | Slight drop, not a concern; target is staying above 30 | **Domain Rating note:** DR fluctuations are normal and not a reliable performance signal above the 30 threshold. Referring domain changes are often spam links being removed or articles being updated — no action needed unless DR drops below 30. --- ## Content & Asset Status ### State Pages - 10 state pages live on the service coverage map - Next batch of 10 drafted; Karly to send for review - **Texas page:** Fort Worth Stockyards longhorn image approved; watermark and partial horn on right to be removed before publishing ### Logo / Brand Rollout (Trademark "R") | Asset | Status | |---|---| | Business cards | ✅ Complete | | Pitch decks | ✅ Complete | | Sales decks | ✅ Complete | | LinkedIn profile | ✅ Complete | | Website header | 🔄 In progress (to be done same day) | | Sales sheets / one-pagers | ⏳ Pending BluePoint instructions | ### Sales One-Pagers BluePoint to provide specific instructions. Likely changes: - Update ATM image to show BluePoint-branded wrap - Switch from circular callout format to bulleted layout (referencing September conference flyer as template) ### Online Calculators Awaiting BluePoint review. Options include gating with a lead-capture form (email required to access). ### Waterpark Email Sequence Drafted in HubSpot. Karly to send preview to Mike/Wade for final spot-check (imagery, buttons, formatting) before launch. --- ## Action Items ### Asymmetric (Karly) - [ ] Reallocate Google Ads budget from NY campaign to PMAX and Reverse ATM; maintain $1,500/mo total - [ ] Add trademark symbol to site header - [ ] Send next 10 state pages to Mike/Wade for review; update Texas header image and add approved pages to map - [ ] Send Waterpark email sequence (HubSpot preview) to Mike/Wade for final approval - [ ] Send meeting recap to Mike, Wade, and Mark ### BluePoint (Mike / Wade) - [ ] Email Karly the cover-image list for proposal/Google Doc templates - [ ] Email Karly PMAX and Reverse ATM landing page edits → Karly to apply and launch - [ ] Email Karly 3–4 ABM target industries/criteria → Karly to build account list, research docs, and sequences - [ ] Email Karly specific instructions for Reverse ATM wrap/image on sales one-pagers → Karly to update collateral - [ ] Review Waterpark email sequence and approve - [ ] Review online calculators and provide feedback (gating, format, etc.) --- ## Business Context Recent deal activity mentioned during the call: - **Buffalo Sabres / Key Bank Arena** — Closed; 2 reverse ATMs - **National Western Center Complex** — Finalized - **Buffalo Bills / Highmark Stadium** — Near close - **Kansas City World Cup (credit union)** — Credit union interested in leasing reverse ATMs for the World Cup, with potential for a permanent lease afterward --- ## Related - [[clients/current/bluepoint/_index]] - [[clients/current/bluepoint/abm-pilot-setup]]