Marketing Kickoff — 2025-09-29

Overview

Post-maternity leave kickoff meeting with American Extractions (Karly's first day back). Meeting covered the state of all active workstreams and re-established priorities. Client's top priorities are: (1) completing the American Extractions website updates and (2) launching the stick pack email campaign. A secondary strategic discussion emerged around customer segmentation challenges and a proposed self-segmentation email approach.

Attendees:
- Caitlin Doak — American Extractions (client)
- Mark Schweiger — American Extractions (client)
- Karly Oykhman — Asymmetric (account lead)
- Mark Hope — Asymmetric
- Avokerie Onorimuo — Asymmetric
- Faith Amerson — Asymmetric

Key Decisions

• American Extractions website updates are top priority — developer (Eshock) assigned and confirmed end-of-week delivery via Slack during the call. Fieldwell site (Jeff) is secondary.
• Stick pack email campaign launches this week — first email approved by Caitlin (minor note: header image may be too tall). Remaining emails in the series to be confirmed with Chris before sending.
• Self-segmentation email to follow 3–4 days after the first stick pack email — three options under consideration: one-question poll, 60-second quiz, or self-download content. Mark Hope to draft options and work with Karly.
• Content strategy shifts away from CBD/THC — 80% of organic inquiries are non-cannabinoid. Blogs, ads, and new content should emphasize stick packs and non-cannabinoid applications. Gummies and clear mixes remain cannabinoid-focused.
• Pipedrive approved for marketing emails — approval received the morning of this meeting. Ready to send once content is finalized.
• Backlink purchase approved — ~$225 for 350 permanent backlinks via long-standing vendor. Mark Hope to initiate.

Action Items

• [ ] Complete American Extractions website updates by end of week — Eshock / Mark Hope
• [ ] Have Chris send remaining stick pack campaign email drafts — Karly Oykhman
• [ ] Draft and send self-segmentation email (3–4 days after first stick pack email) — Mark Hope + Karly Oykhman
• [ ] Research cost of data enrichment services (e.g., Clearbit, ZoomInfo) for email list segmentation — Mark Hope
• [ ] Perform data hygiene check on Pipedrive contact list — Karly Oykhman / Chris
• [ ] Draft new blog posts focused on non-cannabinoid stick pack applications — Karly Oykhman
• [ ] Review recently posted blog content; flag and fix AI-generated images (stick pack screw-lid issue) — Karly Oykhman
• [ ] Send Mark Hope screenshot of Salesforce company box permission issue — Karly Oykhman
• [ ] Delete future occurrences of current recurring meeting; create new one — Karly Oykhman
• [ ] Send Caitlin's IP address to suppress from Google Analytics/Ads — Caitlin Doak → Mark Hope
• [ ] Initiate backlink purchase (~$225 / 350 links) — Mark Hope

Discussion Notes

Website

• American Extractions site is the immediate priority. Caitlin had sent a list of edits the prior Friday. Eshock confirmed end-of-week delivery on Slack during the call.
• Fieldwell site is largely built out. Remaining work: copy edits on individual product pages, image resolution cleanup, and dynamic banner images for the "shop by benefit" section. Deprioritized in favor of American Extractions.
• Hero video discussion: Caitlin is producing a looping background video in DaVinci Resolve. Decision: host on Vimeo, embed player on site to avoid page speed impact. Guidance: start at medium resolution, iterate up/down. Target under 20 seconds, looping.

Google Ads & SEO

• Ads are live but impressions were low at launch. Mark Hope adjusted bid strategy during the meeting period.
• SEO health score improved from ~62 to 100 since engagement began. Organic traffic showing early momentum (peaking ~2× the rate from six weeks prior).
• Organic search data shows gummy/CBD terms dominating impressions; stick pack and powder terms dominating clicks — reinforces the content pivot decision.
• Backlink profile is thin; backlink purchase approved to prime domain authority.

Email Marketing

• Pipedrive approved for marketing email sends (confirmed morning of meeting).
• Four-part email series (simplified from an earlier six-part series) chosen because it can go to the full list without requiring segmentation.
• First stick pack email ready; Caitlin approved content, flagged image height as minor issue.
• Clear Mix campaign noted as a future workstream — not to displace website or stick pack priorities.

Customer Segmentation

• Current challenge: contact list was not historically tagged by product interest or business type. Manual back-tagging is difficult.
• Caitlin manually tagged some contacts (e.g., brewers/beer industry → Clear Mix) but coverage is incomplete.
• Three segmentation approaches discussed:
  1. Third-party data enrichment (e.g., Clearbit, ZoomInfo) — can return industry, company size, employee count, and sometimes product interest from business email domains. Less useful for Gmail/Yahoo addresses. Mark Hope to research cost.
  2. Self-segmentation email — send an email with 3 content options (e.g., stick packs, cannabinoid products, gummies); segment based on what recipients click. No gate needed since emails are already captured. Pipedrive field to be created to store product interest from click.
  3. Progressive profiling — ask one new question per communication over time to build contact profiles incrementally.
• Self-segmentation email formats considered:
• One-question poll: "What are you developing next?" with product buttons linking to thank-you pages with hidden fields.
• 60-second quiz: 5 clicks, no typing, low friction. Can incentivize with Starbucks gift card or Amazon gift card drawing.
• Self-download: 3 content pieces, click to download the relevant one. Caitlin's personal preference — feels less intrusive.
• Decision: send self-segmentation email 3–4 days after the first stick pack email. Mark Hope to draft options for Karly to review.

Content Strategy

• Existing blogs still reference CBD/THC heavily — needs updating to reflect non-cannabinoid focus for stick packs.
• Caitlin submitted a "Meet the Materials" social media series and a coordinating blog post to Avokerie. SEO team is processing the blog; social posts reviewed with edits noted.
• AI-generated images flagged as a quality issue — AI consistently renders stick packs with screw-off lids (incorrect). Karly to audit recently posted blogs.
• New blog direction: non-cannabinoid stick pack applications (hydration, recovery, pre/post-workout, etc.).

Related

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