Internal strategy sync covering the Asymmetric website rebuild approach, LinkedIn ad account setup, unified ad strategy, email/ABM sequencing status, and active client updates for Pima region leads, Old World, and Doodla.
Attendees: Mark Hope, Karly Oykhman, Melissa Cusumano, Avoke Onorimuo
Source: Fathom recording
Decision: Rebuild the Asymmetric site within the existing Beaver Builder environment rather than migrating to Elementor.
Rationale:
- The site carries a DR 53 domain rating with 858 referring domains — migrating risks damaging this SEO equity.
- 100+ blog posts are built in Beaver Builder; extracting and re-platforming them would be costly, time-consuming, and would break internal links and indexing.
- Ishak (developer) will work from a staging copy of the current site. He prefers Elementor but will proceed with Beaver Builder.
Related opportunity: Many existing AI-generated blogs were not properly optimized and have stopped being indexed by Google. These can be refreshed using Surfer SEO and re-submitted for indexing — a task that could be assigned to Gavin.
"Our domain authority is like 55 [53]. We want to make sure we don't spoil any of that." — Mark Hope
See also: [1]
Decision: Adopt a single, broad LinkedIn ad campaign rather than segmented campaigns by industry.
Budget: $1,500/month across LinkedIn (primary) and Google.
Targeting approach: One audience targeting a universal pain point (e.g., "stagnating revenue") across all target industries — environmental services, food & beverage, and general growth marketing prospects.
Rationale: Splitting $1,500 across three industry-specific campaigns would dilute spend and reduce lead volume. A unified campaign casts a wider net and generates more top-of-funnel interest faster.
Remaining needs before launch:
- Ad graphics (ClickUp tasks to be created by Karly)
- Landing page for paid ads (requirements to be drafted by Karly; design to follow homepage completion)
The prior segmented strategy doc (Karly's original 2026 plan) has been marked "do not use." The active strategy doc originated with Mark and will be moved to the Asymmetric Marketing Strategy shared folder by Avoke.
Decision: ABM outreach emails will NOT go through HubSpot. HubSpot's 2,000-contact limit will be reserved for nurturing highly engaged leads.
| Channel | Use | Volume |
|---|---|---|
| External ABM system (same as Aviary/Pima) | Broad outreach to full list | ~37,000 contacts |
| HubSpot | Nurture sequences for engaged leads | Up to 2,000 contacts |
Status: Industry-specific email drip sequences (food & beverage, environmental services) are approximately one week from launch. Karly and Avoke are finalizing copy; Raphael or Avoke will build templates in HubSpot.
Landing pages will also be needed for ABM campaign traffic — Melissa to coordinate once homepage design is complete.
Decision: Delete the legacy "Asymmetric Brands" LinkedIn page after migrating its content to the official "Asymmetric Marketing, LLC" page.
Background: The legacy page was inadvertently connected to the LinkedIn ad account and had been used for posting over the past year (connected by Mylene). It predates the current brand structure.
Steps:
1. Melissa granted super admin access to the legacy page by Mark.
2. Melissa to archive/migrate content before deletion.
3. Official page: "Asymmetric Marketing, LLC" — this is the page to use going forward.
Problem: Legacy admin "Egan" held billing admin rights on the LinkedIn ad account, blocking the team from configuring payment.
Resolution (completed during meeting):
- Mark made himself billing admin, then removed Egan.
- Karly added as user; Karly to add Avoke and Melissa.
- Payment method added to the account.
Status at end of meeting: Account showing "on hold" — standard 24–48 hour review period after billing changes. Expected to clear shortly.
See also: [1] | [2]
See also: [3]
See also: [4]
| Owner | Task | Status |
|---|---|---|
| Melissa Cusumano | Archive content from legacy "Asymmetric Brands" LinkedIn page, then delete it | 🔲 Open |
| Melissa Cusumano | Update ClickUp to reflect Beaver Builder decision; notify Ishak to pull current site into staging | 🔲 Open |
| Avoke Onorimuo | Move LinkedIn ad strategy doc to Asymmetric Marketing Strategy shared folder | 🔲 Open |
| Avoke Onorimuo | Move email strategy doc to Asymmetric Marketing Strategy shared folder | 🔲 Open |
| Karly Oykhman | Create ClickUp tasks for LinkedIn ad graphics and landing page | 🔲 Open |
| Karly Oykhman | Add Avoke and Melissa to LinkedIn ad account | 🔲 Open |
| Karly Oykhman | Draft landing page requirements for LinkedIn ads and ABM campaigns | 🔲 Open |
| Karly Oykhman | Pull Search Console blog performance data; share with Avoke and Melissa | 🔲 Open |
| Mark Hope | Finalize ABM system configuration | 🔲 Open |
| Mark Hope | Extract current site sitemap and keyword report; share with Melissa and Karly | 🔲 Open |
| Mark Hope | Remind Gavin to accept tomorrow's content call invite | 🔲 Open |
| Mark Hope | Investigate Doodla Google Shopping feed; confirm einkorn flour and Bluehaven appear | 🔲 Open |