---
title: Asymmetric Cold Outreach — 37,000 Validated Contacts
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-12-asymm-website-kickoff-129509650.md
tags:
- cold-outreach
- asymmetric
- environmental-services
- food-and-beverage
- abm
- hubspot
- icp
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Asymmetric Cold Outreach — 37,000 Validated Contacts

## Overview

As part of Asymmetric's brand repositioning and new marketing strategy, a cold outreach campaign has been scoped targeting a database of **37,000 validated contacts**. This is one of five channels in the broader [[wiki/knowledge/marketing-strategy/asymmetric-5-channel-marketing-strategy|5-Channel Marketing Strategy]] and is intended to run in parallel with ABM, paid ads, social, and content marketing.

The campaign is segmented by vertical, with initial focus on two industries: **Environmental Services** and **Food & Beverage**. These verticals were selected from a shortlist of ~10 candidate segments as the best initial fit for Asymmetric's ICP targeting.

## Contact Database

| Attribute | Detail |
|---|---|
| Total validated contacts | 37,000 |
| Initial verticals | Environmental Services, Food & Beverage |
| Contact source | Existing database; additional pulls from ZoomInfo planned |
| CRM | HubSpot (cleaned, segmented, and ready) |

Mark Hope noted that HubSpot has been reorganized so that contacts are "clean and tidy and segmented and ready to go" ahead of campaign launch.

## Vertical Definitions

### Environmental Services
The Environmental Services vertical is scoped more narrowly than a generic "energy & environment" bucket. Target sub-sectors include:

- Hazardous waste collection and disposal
- Environmental remediation companies
- Regulated materials handlers (e.g., dry cleaners, paint/solvent waste generators)
- Environmental consultants and compliance training firms

> "It's not just remediation either, because remediation implies that there was some kind of spill or some kind of harm, and hazardous waste or hazardous materials could just be a normal day-to-day process." — Mark Hope

Additional contacts for this vertical will be pulled from ZoomInfo once the initial campaign is underway and the segment is fully understood.

### Food & Beverage
Defined in a separate campaign brief (available in the shared Google Drive strategy folder). Outreach copy is being drafted by Evoke in parallel with the Environmental Services sequence.

## Campaign Brief Structure

Mark produced dedicated campaign briefs for each vertical. Each brief includes:

- Campaign overview and ICP definition
- Sub-sector breakdown (firmographic targeting)
- Decision-maker profiles
- Value propositions tailored to the vertical
- Pain points and gain creators

These briefs are stored in the shared Google Drive strategy folder and have been copied into ClickUp by Karly for task tracking.

## Sequencing Approach

- Primary contacts are being sequenced first
- Secondary contacts will be pulled into the system and launched on a **separate sequence** (per client feedback pattern observed on the Paper Tube account)
- Copy is being written to be vertical-specific, not generic — Environmental Services copy differs meaningfully from Food & Beverage copy

## Relationship to ABM

Cold outreach at scale (37,000 contacts) is distinct from the [[wiki/knowledge/outbound-sales/abm-100-target-accounts|ABM workstream]], which targets **100 highly personalized accounts** with custom content and multi-channel coordinated outreach. The two run concurrently but serve different funnel roles:

| Dimension | Cold Outreach | ABM |
|---|---|---|
| Scale | 37,000 contacts | 100 accounts |
| Personalization | Vertical-level | Account-level |
| Channel | Email sequences | Multi-channel |
| Purpose | Top-of-funnel volume | High-value account penetration |

## ICP Alignment

Cold outreach targets **ICP-1: Mid-Market B2B**, defined as companies with $5M–$75M in revenue that are outgunned in their category and need strategy-first marketing to compete against better-capitalized rivals. This ICP receives 80% of Asymmetric's initial marketing focus.

See [[wiki/clients/asymmetric/index|Asymmetric Client Index]] and [[wiki/knowledge/marketing-strategy/asymmetric-icp-definitions|ICP Definitions]] for full profiles.

## Owner & Next Steps

- **Karly Oykhman** — owns campaign execution and ClickUp task creation for both vertical landing pages; coordinating copy development with Evoke
- **Mark Hope** — owns HubSpot setup, contact segmentation, and ZoomInfo pulls for expanded Environmental Services contacts
- **Evoke** — drafting vertical-specific email sequences for both Environmental Services and Food & Beverage

## Source

Discussed in the [[wiki/meetings/2026-03-12-asymm-website-kickoff|Asymmetric Website Kickoff Meeting]] (March 12, 2026).