--- title: 'Check-in Call: Asymmetric x PEMA.io (2026-03-18)' type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-03-18-check-in-call-asymmetric-x-pemaio-131055296.md tags: - meeting - pema-io - lead-generation - outbound - linkedin - abm - amazon-fba - show-rate - targeting layer: 2 client_source: PEMA industry_context: saas transferable: false --- # Check-in Call: Asymmetric x PEMA.io (2026-03-18) ## Overview Routine check-in between [[wiki/clients/current/pema/index|PEMA.io]] and Asymmetric to review lead generation performance, explore new targeting opportunities, and align on a revised outreach strategy. The call surfaced a persistent ~50% show rate problem and two new service verticals worth testing: Amazon FBA growth and local service businesses. The most significant strategic shift discussed was pivoting away from broad LinkedIn industry targeting toward a direct ABM list approach using Mark's existing prospect database. **Attendees:** - Cindy M & Tim — PEMA.io (external) - Mark Hope — Asymmetric - Melissa Cusumano — Asymmetric (observer) - Sebastian Gant — Asymmetric --- ## Key Decisions | Decision | Detail | |---|---| | ABM list outreach test | PEMA.io will run a 1-month LinkedIn outreach campaign against Mark's 400–500 prospect list, running in parallel with his ABM email cadence | | LinkedIn retail targeting deprioritized | Broad LinkedIn "retail" industry targeting deemed ineffective due to low user activity in that segment | | Show rate tactic | Mark will send a Zoom link via email to no-shows within the first 5 minutes of a scheduled call | | Amazon FBA keyword test | PEMA.io will explore LinkedIn keyword targeting around "Amazon FBA" as an alternative to industry-based filters | --- ## Performance Review - **Show rate:** ~50% — roughly half of booked calls are not showing up - **Pipeline:** 3 proposals currently out; no new conversions yet but Mark considers quality of connected calls solid - **Existing high-performing industries being retargeted:** Environmental services, financial services, manufacturing Mark expressed no complaints about PEMA.io's process specifically — he acknowledged no-shows are an industry-wide problem. --- ## New Targeting Opportunities ### Amazon FBA Growth Service Asymmetric's strongest current case study vertical. Targets consumer product brands selling on Amazon who are struggling to scale or have hit a growth plateau. - **Offer:** Accelerate Amazon sales growth for consumer product brands - **Proof point:** $70/day → $6,000/day (1,000% growth) - **Target categories:** Food & beverage, clothing, toys, pet products — any B2C consumer product with an Amazon channel - **Qualification question suggested by Mark:** *"Are you selling on Amazon? Is that one of your channels?"* - **LinkedIn challenge:** Retail/D2C brands are underrepresented and underactive on LinkedIn; keyword-based targeting (e.g., "Amazon FBA") may be more effective than industry filters ### Local Service Businesses Established local firms that are large enough to need marketing support but too small to have an in-house department. - **Examples:** HVAC companies, law firms, other local service providers - **Revenue sweet spot:** $10M–$50M - **Employee range:** Roughly 30–50+ employees - **Rationale:** Big enough to have a marketing budget, small enough to lack a dedicated marketing team — a classic outsourced CMO/agency fit - **Note:** Aligns with PEMA.io's existing 11–50 employee company size targeting ### Stagnating Growth (Consumer Products) Brands that grew for a period and have since plateaued. Asymmetric positions itself as a growth restoration partner. - Overlaps significantly with the Amazon FBA vertical - Applies broadly across consumer product categories --- ## ABM List Outreach — Test Plan **Problem:** Mark runs an ABM email cadence that includes LinkedIn outreach steps, but he lacks the bandwidth to execute the LinkedIn touches manually. **Solution:** Mark will share his prospect list (400–500 contacts with LinkedIn profile URLs) with Cindy. PEMA.io will add these profiles to a LinkedIn outreach target list and run outreach in parallel with Mark's email sequence. **Why this works:** - Contacts are already warm — they're receiving Mark's emails simultaneously - Multi-channel touchpoint makes LinkedIn outreach feel less cold - Offloads a bottleneck in Mark's ABM workflow **Test parameters:** - Duration: 1 month - List size: ~400–500 (Mark noted he can supply longer lists in future rounds) - Run alongside existing PEMA.io campaigns, not as a replacement --- ## Show Rate — Improvement Tactics PEMA.io currently handles all pre-call reminders (emails, text reminders). The remaining gap is what happens at call time when a prospect doesn't join. **New tactic (from Janet via Slack):** If a prospect hasn't joined within ~5 minutes of the call start time, Mark sends a quick email with the Zoom link directly — framed as a helpful re-entry point ("you may not have had the link handy"). This low-friction nudge has shown positive results for other clients. Mark confirmed he is not currently doing any outreach at call time and will begin testing this. --- ## Action Items - [ ] **Mark Hope** — Send 400–500 ABM prospect list with LinkedIn profile IDs to Cindy - [ ] **Mark Hope** — Implement in-call Zoom link email to no-shows within first 5 minutes (per Janet's Slack guidance) - [ ] **PEMA.io (Cindy)** — Add Mark's LinkedIn IDs to target list and launch 1-month LinkedIn outreach test - [ ] **PEMA.io (Cindy)** — Test Amazon FBA keyword targeting on LinkedIn as an alternative to retail industry filters --- ## Related - [[wiki/clients/current/pema/index|PEMA.io Client Index]] - [[wiki/knowledge/outbound/abm-list-linkedin-outreach|ABM List LinkedIn Outreach Strategy]] - [[wiki/knowledge/outbound/show-rate-improvement-tactics|Show Rate Improvement Tactics]]