---
title: BluepointATM — Drip Campaign Strategy
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-10-30-bluepoint-hubspot-training-98186739.md
tags:
- drip-campaign
- email-marketing
- hubspot
- automation
- bluepoint
- lifecycle-stage
layer: 2
client_source: null
industry_context: null
transferable: true
---

# BluepointATM — Drip Campaign Strategy

## Overview

BluePoint sells two distinct ATM products — traditional ATM placement and reverse ATM (cash-to-card) solutions — each targeting a different buyer profile with different value propositions. The drip campaign strategy separates these audiences into dedicated sequences, using HubSpot's `Product` property as the trigger and `Lifecycle Stage` as the exclusion gate to keep disqualified contacts out of active workflows.

This approach was planned during a HubSpot training session in late 2025. See [[clients/bluepoint/index]] for broader client context and [[clients/bluepoint/2025-10-30-hubspot-training-callrail-planning]] for the full meeting record.

---

## Campaign Architecture

### Trigger: Product Property

Each contact's `Product` property value determines which drip sequence they enter:

| Product Value | Campaign |
|---|---|
| Traditional ATM | Traditional ATM drip sequence |
| Reverse ATM | Reverse ATM drip sequence |

Contacts without a `Product` value set should not enter either workflow until the field is populated.

### Exclusion: Lifecycle Stage = Disqualified

A `Disqualified` option was added to the `Lifecycle Stage` property specifically to gate contacts out of active campaigns. Any contact with `Lifecycle Stage = Disqualified` must be excluded from enrollment in both drip sequences.

This prevents wasted sends to dead leads and keeps deliverability clean. See [[knowledge/crm/hubspot-lifecycle-stage-strategy]] for the rationale behind using `Lifecycle Stage` as the primary funnel property.

---

## Campaign Design Considerations

### Traditional ATM Drip

- Audience: Prospects and leads interested in placing traditional ATMs at their business locations
- Messaging focus: Revenue share, foot traffic uplift, zero-cost placement model
- Likely buyer: Retail business owners, convenience store operators, bar/restaurant owners

### Reverse ATM Drip

- Audience: Prospects interested in cash-to-card kiosk solutions (e.g., cash-only venues needing a cashless workaround)
- Messaging focus: Compliance with cashless policies, customer convenience, reduced cash handling
- Likely buyer: Stadiums, amusement parks, transit hubs, venues with cashless mandates

The two sequences should not overlap. A contact should only be enrolled in one campaign at a time based on their `Product` value.

---

## Workflow Logic (Recommended)

```
IF Contact Type = Lead
  AND Lifecycle Stage ≠ Disqualified
  AND Product = [Traditional ATM | Reverse ATM]
THEN enroll in corresponding drip sequence
```

Wade agreed to email Melissa and Mark with specifics on:
- **Who** should receive each workflow
- **When** inactive leads should enter the sequence (timing/delay rules)
- **What** the content cadence should look like for each product line

Until that information is provided, workflows should not be built out in HubSpot.

---

## Dependencies

- **`Product` property** must be populated on contact records before enrollment logic can fire
- **`Lifecycle Stage = Disqualified`** must be actively maintained by the sales team as leads are disqualified
- **`Contact Type`** property (Leads, Customers, GPO Partners, Vendors) should be used to ensure only leads are enrolled — not customers or partners. See [[knowledge/crm/hubspot-contact-type-property]]
- Drip content (email copy, sequence length, send cadence) is not yet defined as of the planning session

---

## Action Items

- [ ] Wade to email Melissa and Mark: who/when/what for traditional and reverse ATM inactive-lead workflows
- [ ] Melissa to prepare analytics and reporting for the next meeting to inform sequence design
- [ ] Mark/Melissa to build workflows in HubSpot once content and enrollment criteria are confirmed

---

## Related

- [[clients/bluepoint/index]]
- [[clients/bluepoint/2025-10-30-hubspot-training-callrail-planning]]
- [[knowledge/crm/hubspot-lifecycle-stage-strategy]]
- [[knowledge/crm/hubspot-contact-type-property]]
- [[knowledge/email-marketing/drip-campaign-enrollment-logic]]