--- title: Marketing Campaign Strategy & HubSpot Training — 2026-04-05 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-10-08-bluepoint-atm-marketing-call-92818865.md tags: - bluepoint-atm - hubspot - crm - email-marketing - drip-campaign - google-ads - linkedin-ads - zoominfo - campaign-strategy - stadiums-arenas - water-parks - entertainment - meeting layer: 2 client_source: BluepointATM industry_context: b2b-services transferable: false --- # Marketing Campaign Strategy & HubSpot Training — 2026-04-05 ## Overview Marketing sync between Asymmetric and BluePoint ATM covering ad budget allocation, next campaign targeting decisions, HubSpot CRM onboarding for Mike Stebbins, ZoomInfo integration planning, and drip campaign architecture. A dedicated HubSpot training session was scheduled for Tuesday at 9 AM MT. **Attendees:** - Melissa Cusumano, Mark Hope, Karly Oykhman, Avokerie Onorimuo (Asymmetric) - Wade Zirkle, Mike Stebbins (BluePoint ATM) - Chuck (Sales Growth MD) --- ## Key Decisions ### Ad Budget Allocation - **Google Ads:** $3,500/month - **LinkedIn Ads:** $1,500/month - LinkedIn campaign launched same day; expect 2–3 weeks before meaningful analytics are available. ### Next Campaign: Stadiums & Arenas - Decision made to target **stadiums and arenas** as the next campaign segment, ahead of live music. - Rationale: stadiums/arenas are early adopters of reverse ATMs; prospects will already understand the product category. - Scope includes NCAA (D1/D2/D3), minor leagues, and semi-pro facilities — thousands of individual prospects. - Existing entertainment campaign emails will be adapted (copy and visuals updated) rather than built from scratch. ### Campaign After That: Water Parks & Amusement Parks - Timing rationale: off-season = budget planning season + operators have attention to spare. - Seasonal targeting aligns with now through March for non-Sun Belt parks. ### Drip Campaign Architecture Two new drip campaigns to be built: 1. **"Not Ready" campaign** — for leads who expressed interest but aren't ready to buy. Monthly cadence, educational/top-of-mind content. 2. **"Unresponsive" campaign** — for leads who haven't unsubscribed but haven't engaged. Lower-pressure nurturing. The existing entertainment automation is the only campaign currently live in HubSpot. ### HubSpot Contact Type Field - Decision to create a custom **Contact Type** field (values: customer, lead, vendor, partner, etc.) to enable segmentation and prevent marketing emails from going to non-leads. ### Blog / SEO - Blog content to be moved to the website footer to support SEO without cluttering main navigation. --- ## Campaign Context | Segment | Status | Notes | |---|---|---| | Roadies | Direct mail sent | List sourced directly from Roadies | | Colorado Cannabis | Direct mail sent | List pulled from state cannabis licensee website | | Entertainment | Email automation live (10 emails) | 990 recipients on first send; contacts in HubSpot | | Zoos | Contacts imported, no outreach | Paul imported list; no campaign run | | Stadiums & Arenas | **Next campaign** | Mike/Wade to pull ZoomInfo list | | Water Parks / Amusement Parks | Planned after stadiums | Seasonal timing: now–March | | Live Music | Deferred | Easy to build from entertainment template when ready | --- ## HubSpot CRM — Session Notes ### Permissions Fix Mike could not see contact activity logs. Mark updated Mike's user permissions during the call — activity streams now visible across all contacts. ### Key Features Walked Through - **Contact vs. Company records** — relational database; contacts link to companies and vice versa. - **Activity panel** — shows emails sent/received, calls logged, notes, tasks, meetings, and website visits per contact. - **Website activity** — tracks site visits and pages viewed per known contact (demonstrated with Samantha Sorais: 2 visits, 6 pages). - **Views and filters** — how to create saved filtered views (e.g., "Colorado" contacts); right-click contacts to open in new tab while preserving list context. - **Call logging workflow** — review contact record → click Log Call → record outcome (connected, left voicemail, no answer, etc.) → return to list. - **Bulk actions** — assign, edit, or enrich multiple contacts at once after selecting via checkbox. - **Email send alias** — Wade's outbound emails send from `wade@bluepointatm.co` (not `.com`) to protect primary domain reputation. Same to be set up for Mike (`mike@bluepointatm.co`). ### ZoomInfo Integration - 700 contacts downloadable per month. - ZoomInfo exports contain fields that don't exist in HubSpot by default — need to decide which fields to keep and create matching custom properties. - Recommended workflow: do a sample download, identify desired fields, then create HubSpot properties before bulk import. ### Sales Nav & Fathom Integration - Mike has a Sales Navigator seat assigned. - Mike to send Mark a list of tools to integrate with HubSpot (Sales Nav, Fathom, others). --- ## Action Items | Owner | Task | Due | |---|---|---| | Mike Stebbins | Review/update auto-reply copy (draft sent by Melissa) | Friday | | Mike Stebbins | Send list of tools to integrate with HubSpot to Mark (Sales Nav, Fathom, etc.) | — | | Mike Stebbins | Create list of topics for "not ready" drip campaign | Before next meeting | | Mike Stebbins | Complete overdue ClickUp tasks | Before Thursday meeting | | Mike Stebbins | Prepare HubSpot training priorities/questions for Tuesday session | Tuesday 9 AM MT | | Wade Zirkle | Complete overdue ClickUp tasks | Before Thursday meeting | | Wade Zirkle | Prepare HubSpot training priorities/questions for Tuesday session | Tuesday 9 AM MT | | Asymmetric (Melissa) | Pull copy doc for entertainment campaign to adapt for stadiums/arenas | — | | Asymmetric (Mark) | Set up `mike@bluepointatm.co` email alias in HubSpot | — | | Asymmetric (Mark) | Create Contact Type custom field in HubSpot | — | | Asymmetric | Build "not ready" and "unresponsive" drip campaigns (pending content approval) | — | | Asymmetric | Move blog section to website footer | — | | Asymmetric | Review/update October blogs and social media content | — | --- ## Next Meeting - **HubSpot Training Session #1** — Tuesday, 9:00 AM Mountain Time - Focus: adding custom fields, addressing specific user questions from Mike and Wade's priority lists. --- ## Related - [[wiki/clients/current/bluepoint/_index]] - [[wiki/knowledge/hubspot-crm-best-practices]] - [[wiki/knowledge/drip-campaign-architecture]]