BluePoint ATM Marketing Call — Oct 22 2025

Overview

Monthly marketing sync between ^[1] (Mike Stebbins, Wade Zirkle) and Asymmetric (Melissa Cusumano, Mark Hope, Karly Oykhman, Avokerie Onorimuo). Primary agenda: establish a staggered campaign cadence by vertical, approve state-specific service pages, and resolve tooling issues with CallRail, HubSpot, and ClickUp.

Meeting recording: https://fathom.video/calls/448571440

Attendees

Key Decisions

1. Campaign cadence locked in. Campaigns will launch on the first Thursday of each month, targeting one vertical at a time. Planning for the following month's campaign happens concurrently.
   - November → Stadiums & Arenas
   - December → Water Parks & Amusement Venues
   - January → Live Music Venues

2. State Service pages approved. Build state-specific landing pages starting with Virginia and Colorado, then prioritize major cashless-compliance states. Rollout estimated at ~1.5 months depending on content turnaround.

3. LinkedIn Ads to be retargeted by vertical. Current ads are broad/nationwide with a 1.6% CTR. Future campaigns will use industry- and title-specific targeting (e.g., C-suite at stadium/arena companies) aligned to the monthly campaign vertical.

4. Direct mail continues. Will be used again for the Stadiums campaign; drop timing is a few weeks after email launch. Mike must include physical addresses when pulling prospect lists from ZoomInfo.

5. CallRail not yet active for BluePoint. Melissa to confirm full-rollout pricing with Mark. Known baseline: $60/month for 5 local numbers, 1 toll-free, 250 minutes, call tracking, recording, and routing.

6. ClickUp task submission process clarified. Tasks submitted from a personal workspace are invisible to Asymmetric. All requests must go through the shared dashboard's Ask Request Form.

Campaign Performance Update

• SEO and Google Search Ads are generating significant inbound lead volume.
• High lead volume is consuming sales bandwidth and causing delays on marketing deliverables — acknowledged as a good problem.
• Key win: Demo scheduled with Children's Health hospital in Dallas — a direct website lead.

Campaign Cadence Detail

Structure

• Email is the primary campaign driver, using the existing 10-week HubSpot automation template (duplicate and update content per vertical).
• Direct mail drops a few weeks after the first email send. Mike to include physical addresses in prospect lists.
• LinkedIn Ads will be tested with hyper-targeted audiences per vertical (C-suite, owners, facility managers).
• Google Ads can also be segmented by industry to align with the monthly vertical.
• Organic social posts will support each campaign with vertical-specific content.

Schedule

Campaigns run to different lists and can overlap without conflict.

"Not Ready" Drip Campaign

• A general drip for prospects not yet ready to buy is in progress.
• Mike to provide high-level topic list; Asymmetric will write the content for review.

Website: State Service Pages

Purpose

Create state-specific landing pages to build local credibility and improve SEO discoverability (e.g., "Is BluePoint ATM available in Michigan?").

Page Features

• Local CallRail number displayed prominently (at minimum: below hero image and near the contact form).
• State-specific copy and imagery tailored to each state.
• Lead form with state attribution so inbound submissions are tagged by origin state.
• Footer/navigation consistent with the rest of the site.

Rollout Plan

1. Melissa builds and presents a template page for approval.
2. Launch pages in priority order: Virginia first, then Colorado, then major cashless-compliance states (Wade to send the prioritized list).
3. Pages go live only after full approval.
4. Full rollout estimated at ~1.5 months, dependent on content approval speed.

Notes

• Cross-linking from the existing ColoradoATM and VirginiaATM sites is already driving traffic to the main BluePoint site — state pages extend this strategy.
• CallRail numbers are not a blocker; pages can launch with the main BluePoint number and be updated when CallRail is active.

HubSpot & CallRail

HubSpot Sync Issue

• Problem: Wade added a prospect ("Angelica") via the Gmail HubSpot plugin, but the contact did not appear in the main HubSpot account.
• The plugin auto-filled the email field with a BluePoint address rather than the prospect's address.
• Resolution path: To be investigated at the HubSpot meeting on Oct 30 at 3 PM MT. Mark Hope is the primary resource.

CallRail Pricing

• Previous quote from Mark: $60/month for 5 local numbers, 1 toll-free number, 250 local minutes, call tracking, text tracking, attribution, call recording, and call routing.
• Full rollout (e.g., 50 state numbers) pricing TBD — Melissa to confirm with Mark.
• BluePoint would have their own login under the Asymmetric CallRail account; billing goes directly to BluePoint.
• CallRail integrates with HubSpot.

Spam Flagging for Cold Calls

• Mike's personal number is being flagged as spam due to high cold-call volume.
• Options discussed: Google Voice, Zoom number, landline.
• Wade to ask Mark for a recommended solution.

Admin & Process

Monthly Analytics Report

• Mike submitted requirements in ClickUp during the call.
• Asymmetric will deliver the report before the 5th of each month so BluePoint can review ahead of the monthly sync.
• Format: Looker Studio PDF export + a highlights document covering the metrics Mike specified.

Website Refresh (Ongoing)

• FAQ page: BluePoint to provide content.
• Compliance page: BluePoint to provide source material; Asymmetric will write and build. A supporting blog post will also be created.
• Stock photos: BluePoint can select images from iStock; Asymmetric will download at no additional cost to the client.

ClickUp Process

• Tasks submitted in a personal ClickUp workspace are not visible to Asymmetric.
• Correct path: shared dashboard → Ask Request Form → submit.
• Alternatively, add a task directly in the shared dashboard backlog.

Action Items

Mike (BluePoint)

• [ ] Finalize and send the Stadiums & Arenas prospect list (including physical addresses) by EOW
• [ ] Approve Stadiums & Arenas email content by EOW
• [ ] Provide high-level topic list for the "not ready" drip campaign

Wade (BluePoint)

• [ ] Send prioritized state order for the State Service page rollout
• [ ] Ask Mark Hope for a solution to Mike's spam-flagging issue (Google Voice, landline, etc.)
• [ ] Resend the blue cashless logo via the ClickUp Ask Request Form (not personal workspace)
• [ ] Reply-all to Mark's CallRail email to confirm full-rollout pricing

Melissa (Asymmetric)

• [ ] Send November blog and social content to BluePoint for review
• [ ] Confirm full CallRail rollout cost with Mark
• [ ] Begin development of the State Service page template (starting with VA)
• [ ] Pull LinkedIn Ads targeting details and share with BluePoint; update targeting to align with vertical campaigns

All

• [ ] Attend HubSpot meeting — Oct 30, 3 PM MT (4 PM CT)

Related

• ^[2]
• ^[3]
• ^[4]
• ^[5]