---
title: Client Call Agenda — Citrus America (2026-02-19)
type: article
created: '2026-02-18'
updated: '2026-02-18'
source_docs:
- raw/2026-02-18-mid-week-call-w-123489147.md
tags:
- citrus-america
- agenda
- hubspot
- website
- strategy
layer: 2
client_source: Citrus America
industry_context: food-beverage
transferable: false
---

# Client Call Agenda — Citrus America (2026-02-19)

**Time:** 10:00 AM
**Lead:** Melissa Cusumano
**Support:** Mark Hope (strategic backup)

> ⚠️ **Scheduling conflict:** PaperTube also has a 10 AM call tomorrow. Mark to coordinate with Carly to move PaperTube. Confirm before EOD 2026-02-18.

---

## Agenda Items

### 1. Finalize Strategy Framework

The client (Brian/Miriam) has been reviewing the strategy framework document and leaving comments today. Walk through their feedback, resolve any open items, and aim to get sign-off.

- Ben has completed the HubSpot flows; Melissa to confirm all flows are in order before the call
- Reference the skyscraper content structure Mark originally built as the foundation

### 2. Website Pivot — Application-Centric Model

Present the proposed shift from a **product-centric** to an **application-centric** website structure.

**Core concept:** Customers buy solutions, not machines. (e.g., "You don't buy a lawnmower, you buy short grass.")

**Proposed structure:**
- 4–5 application landing pages, for example:
  - *Fresh Juice at Retail* (grocery store produce department)
  - *Fresh Juice at a Hotel Breakfast Bar*
  - *Fresh Juice in a Restaurant*
  - *(additional retail / food service applications TBD)*
- Each application page leads to the relevant product pages
- Primary CTA across all pages: **Get a Quote** / **Get a Proposal**

**Key talking point:** The current site leads with Product A, Product B, Product C — visitors self-select by machine rather than by need. The new structure lets them self-select by use case, then surfaces the right machine(s) for that context.

See also: [[clients/current/citrus-america/index]] for broader account context.

### 3. ROI Calculator

Mark proposed adding an ROI calculator to the site. Melissa to raise with Miriam/Brian as a high-value conversion asset.

- Framing: helps prospects quantify the business case before requesting a quote
- Confirm whether this is a near-term deliverable or a future-phase item

### 4. Blog Strategy — Ben's Document

Ben produced a blog strategy document covering:
- Keyword positioning priorities
- Content gaps
- Topic options derived from the original skyscraper research
- Competitive comparison topics (e.g., Citricasa vs. ZoomX)

Review the document with the client and align on the first batch of posts to execute.

**Note:** Melissa has deprioritized competitor campaigns (per Gilbert's feedback that they underperform) in favor of SEO-driven content. This framing should be consistent in the call.

### 5. HubSpot SQL Criteria — Propose Loosening

The current Sales Qualified Lead (SQL) definition requires a full BANT+ profile, making it nearly impossible to qualify leads in practice. The Marketing Qualified Lead (MQL) criteria are fine.

**Proposal for Miriam:** Relax SQL criteria to focus on two core signals — *Can this prospect use the product?* and *Are they interested?* — rather than requiring complete BANT data upfront.

- Frame as increasing lead flow without sacrificing sales team time
- Miriam is in an operational/decision-making role and likely receptive to pragmatic fixes

---

## Pre-Call Checklist

- [ ] Mark confirms with Carly that PaperTube call is moved
- [ ] Melissa reviews Ben's HubSpot flows end-to-end before 10 AM
- [ ] Melissa reviews Ben's blog strategy doc
- [ ] Confirm Mark is available to join as backup

---

## Background Context

- The AI client sentiment tool flagged several **critical technical issues** in the Citrus America account that may be worth addressing on this call or in a follow-up:
  - 32 inactive trade show geofencing campaigns still enabled (wasting budget)
  - Google Ads remarketing inefficiency
  - Conversion action misconfiguration
- Overall client sentiment is **positive and stable** — Miriam and team are engaged, responsive, and providing constructive feedback

See: [[internal/tools/client-sentiment-ai]] for tool details.