Meeting between Mark Hope and Jacob Jones to finalize Asymmetric's 90-day outbound sales plan. The session covered funnel math, ICP definition, HubSpot qualification setup, content/lead-magnet assets, nurture drip logic, and a multi-channel lead generation approach. The plan targets 1–2 new retained clients per month at $5,000+ retainer, with Food & Beverage companies in the Great Lakes region as the primary ICP.
Attendees: Mark Hope (mark.hope@asymmetric.pro), Jacob Jones
The monthly funnel was built backwards from the revenue goal:
| Stage | Volume | Conversion Assumption |
|---|---|---|
| Outreach Touches | ~360/month (~18/day) | 5% response rate |
| Conversations | 18/month (~1/day) | 30% → presentation |
| Presentations | 6/month | 50% → proposal |
| Proposals | 3/month | 80% → close |
| Contracts | 2/month | — |
"You've got to do almost 360 [touches per month]. You take 360 divided by 20, you've got to do 18 a day." — Mark Hope
Qualifying signals to research: declining job postings, flat revenue, stagnant web traffic, no recent funding activity.
"Think like McKinsey, execute like an agency, and measure like private equity."
On day one, agree on a specific target metric (e.g., website visits). If the metric is not achieved within 90 days, Asymmetric works for free until it is. This removes prospect risk and serves as a primary objection handler.
A custom BANT property will be added to the HubSpot contact record:
A new "Not Ready" lifecycle stage was created in HubSpot to hold MQ leads.
Four drip types were defined:
| Drip Name | Trigger | Frequency | Purpose |
|---|---|---|---|
| No Contact | Multiple outreach attempts, zero reply | Ongoing | Bring cold prospects to life with value content |
| Reached | Contact made, but no call booked yet | TBD | Move from reply → booked call |
| Ghosted | Had a conversation, then disappeared | TBD | Re-engage lapsed prospects |
| Not Ready | Lifecycle stage set to "Not Ready" (missing BANT component) | 1x/month | Stay top-of-mind until timing improves |
Not Ready drip trigger: If a prospect engages with content (e.g., clicks a link), HubSpot sends Jacob a notification for a personal follow-up call or email.
Icebox: After a prospect completes a sequence without converting, they enter a 3-month cool-off period before re-entering outreach.
Four campaigns launched in parallel to test channel effectiveness:
All paid campaigns use dedicated landing pages.
Jacob has access to the following assets for prospect outreach:
| Asset | Description | Status |
|---|---|---|
| "Art of War" E-book | 50-page guide applying military strategy to business; proven lead magnet | Available; needs polish |
| Mini Portfolio | Slide deck with case studies: branding, websites, social, ads, e-commerce | Needs trimming — Melissa to update |
| Blog Topic Clusters | Send topic-page URLs from asymmetric.pro (e.g., /local-marketing) to give prospects a library of relevant articles |
Available now |
| "Average Marketing Budget by Industry" | Most popular article on the site; ideal for prospects unsure of their budget | Available now |
Usage tip: When a prospect expresses interest in a topic, send the topic cluster page (not a single article) so they see the breadth of available content.
On funnel math:
"If we want to have two closed deals, how many proposals do we have to submit? About 80% of the proposals I send out turn into deals… So we need three proposals. And to get three proposals, we probably need six presentations. And to get six presentations, we need 18 conversations." — Mark Hope
On the Not Ready drip:
"The Not Ready Drip sends one email a month. It just kind of keeps you top of mind… And what we do is we create a trigger, and the trigger says if they start to engage with our content, then send you a notification, and then you call them or you email them." — Mark Hope
On the 90-day guarantee:
"We're willing to give anybody that's willing to sign with us a 90-day guarantee that we will agree on the first day of the metric that we're targeting. And then if we haven't achieved that metric in 90 days, then we'll work for free until we get there." — Mark Hope
On BANT:
"If all four of those things are present, then they are sales qualified. If they're missing something, then they're maybe marketing qualified, but they're not sales qualified. And if you don't know, they're just a lead." — Mark Hope