--- title: CAI Monthly Call — November 2025 type: article created: '2025-11-06' updated: '2025-11-06' source_docs: - raw/2025-11-06-cai-monthly-call-99733616.md tags: - meeting - client-cai - citrus-america - hubspot - crm - seo - content-strategy - google-ads - remarketing - domain-rating - backlinks - competitor-pages - newsletter - non-juicer-products - xpro - ben-onboarding layer: 2 client_source: Citrus America industry_context: food-beverage transferable: false --- # CAI Monthly Call — November 2025 ## Overview Monthly marketing review call with Citrus America. Covered HubSpot CRM workflow updates, SEO and content strategy direction, ad budget reallocation, non-juicer product go-to-market planning, competitor comparison pages, and newsletter finalization. Ben San Fratello was introduced as the incoming lead account manager for this client. **Date:** November 2025 **Attendees:** - Brian Framson (Citrus America) — external - Miriam Framson (Citrus America) — external - imiskic@citrusamerica.com — external - Mark Hope (Asymmetric) - Chris Ostergaard (Asymmetric) - Melissa Cusumano (Asymmetric) - Ben San Fratello (Asymmetric) — onboarding to account - Paul Buniel (Asymmetric) --- ## Key Decisions | Decision | Detail | |---|---| | HubSpot deal auto-creation trigger changed | Deals now auto-create at **Opportunity** stage (was: Sales Qualified Lead) | | Deal owner defaults to contact owner | Ensures immediate accountability; manual reassignment allowed as needed | | $250/year backlink DR boost service approved | Target: Domain Rating >40 within 30 days; vendor to be activated immediately | | Ad budget shifted from Commercial Juicer → Remarketing | Remarketing campaign outperforming; no increase in total spend | | Non-juicer product marketing paused | Requires formal go-to-market strategy before any website or marketing work proceeds | | Xpro juicer launch remains on hold | Pending certification; no further soft-launch activity until certified | | Newsletter scheduled for Tuesday morning | Avoids low-engagement Friday afternoon sends | --- ## Topic Notes ### HubSpot Workflow Updates The old SQL Deal Creation Workflow (created April 2024) was auto-creating deals when a contact reached **Sales Qualified Lead** stage — too early in the sales process. Miriam identified this during testing when a deal appeared unexpectedly. **Resolution:** - Miriam deactivated the old SQL-stage workflow - Chris activated a new workflow: deal auto-creates only when lifecycle stage = **Opportunity** - Deal owner will default to the contact owner at time of creation **Still in progress:** - Automating **Closed** and **Lost** deal stage transitions (Chris investigating) - Miriam will test the full workflow sequence over the next few days and provide feedback > *"Once they are an opportunity, that's when the deal is auto-created."* — Chris Østergaard --- ### Non-Juicer Product Strategy The October 6 sell sheet covering **fruit/vegetable juicers, sugarcane, and pineapple corers** was confirmed approved and complete — no further changes needed. Marketing for other non-juicer products (dry agers, washing machines, etc.) is **on hold**. The blocker is the absence of a formal go-to-market strategy. Key open questions include: - Single website vs. dual website structure for Citricasa vs. non-Citricasa products - How to position and segment the product lines - Whether current website architecture supports the expanded product strategy Brian and Miriam will work through internal and partner discussions over the coming weeks. Melissa will compile past website mockups into a **Mural board** to support strategic planning. The **Xpro juicer** launch is separately on hold pending certification. No further teasing or soft-launch activity until certification is complete. > *"We need to come up with our own go-to-market strategy with all the non-Citricasa products, and based off of that, go in and really start looking at — is that website serving us in that strategy?"* — Miriam Framson --- ### SEO & Content Strategy **Blog content guidelines reinforced** (particularly for Ben's onboarding): - **Images:** Use only current, high-quality product photos. Old photos require date captions (e.g., "Classic juicer, 2012"). Competitor product images (Zumo, ZoomX) are **strictly forbidden** unless used in a direct, intentional comparison context. - **Commercial framing:** All content must be written for commercial buyers, not consumers. Citro Casa / Citrus America brand mentions should appear throughout — not competitor names like Breville. - **AI optimization:** Add specific, question-based Q&A content (e.g., *"What's the best juicer for a tiki bar?"*, *"What's the best lime juicer for a Mexican restaurant?"*) to increase likelihood of being pulled into AI-generated answers. - **Feature promotion:** Integrate product features like **ATS/MTS pulp management systems** into Q&A sections to improve searchability and AI citation. Brian confirmed that Citrus America is already appearing in Google AI answers for queries like *"best commercial juicer for a grocery store"* — validating the current SEO approach. **Domain Rating (DR) Boost — Approved:** - Service: $250/year via existing backlink vendor - Goal: DR >40 within 30 days; maintained/improved over the year - Rationale: Higher DR improves search rankings and positions the site as a credible source for AI tools - Melissa to ask Mark whether the vendor's backlink activity can be monitored/reported > *"The more we help spoon-feed AI — when someone says 'what's the best juicer,' there are 20 different answers it can pick off our website — that's what we want."* — Brian Framson --- ### Competitor Pages **ZoomX page:** - In progress; copy and layout underway - Needs a verified, accurate ZoomX product image — current image may be incorrect (possibly a Citro Casa unit) - Brian will search his own archive for an old ZoomX photo (avoids copyright issues) - "Request Demo" button needs to open a pop-up contact form — not yet functional **Zumo page:** - Content is ready but needs editing for length - Melissa will send to Miriam for review --- ### Google Ads — Budget Reallocation Budget shifted from the **Commercial Juicer** campaign (underperforming) to the **Remarketing** campaign (high-performing). Total spend unchanged — this is a reallocation to maximize ROI. --- ### Newsletter Finalization - "In the News" section moved to immediately follow the introduction - FSB product highlight image needs a **transparent background** - Send scheduled for **Tuesday morning** (avoids low-engagement Friday afternoon window) - Melissa owns final layout and distribution --- ## Action Items | Owner | Action | |---|---| | **Miriam Framson** | Test new HubSpot workflows; provide feedback to Chris | | **Miriam Framson** | Review Zumo competitor page content from Melissa | | **Brian Framson** | Find and send an old ZoomX juicer photo for the competitor page | | **Brian Framson** | Internal discussions on non-juicer go-to-market strategy | | **Melissa Cusumano** | Compile non-juicer product website mockups into a Mural board | | **Melissa Cusumano** | Remove KLH emails from the sales portal | | **Melissa Cusumano** | Finalize newsletter (transparent background on FSB image, layout) for Tuesday morning send | | **Melissa Cusumano** | Ask Mark if backlink vendor activity can be monitored | | **Melissa Cusumano** | Send Zumo competitor page content to Miriam for review | | **Chris Østergaard** | Investigate automating "Closed" and "Lost" deal stages in HubSpot | --- ## Related - [[wiki/clients/current/citrus-america/_index]] - [[wiki/clients/current/citrus-america/hubspot-crm-setup]]