Monthly marketing performance review with BluePoint ATM leadership. The session surfaced significant issues with Google Ads campaign structure — including budget being wasted on a competitor product category — and resulted in immediate decisions to pause two campaigns, restructure geo-targeting, and pivot social content strategy. CallRail setup was flagged as urgent.
Date: November 2025
Meeting type: Client review
Source: Fathom recording
| Name | Role | Org |
|---|---|---|
| Wade Zirkle | Client | BluePoint ATM |
| Mike Stebbins | Client | BluePoint ATM |
| Chuck (chuck@salesgrowthmd.com) | External advisor | Sales Growth MD |
| Melissa Cusumano | Account lead | Asymmetric |
| Mark Hope | Specialist | Asymmetric |
| Karly Oykhman | Specialist | Asymmetric |
| Avokerie Onorimuo | Specialist | Asymmetric |
Decision: Both campaigns paused immediately.
Rationale:
- The "Cashless ATM" campaign was targeting a competitor's product — a cannabis-industry countertop swipe machine — not BluePoint's Reverse ATM. The term "cashless ATM" does not describe BluePoint's offering.
- The "Traditional ATM" campaign was spending $26/day on a low-priority product line.
- Pausing both creates a clean data set for the December performance analysis and concentrates the full budget on the Reverse ATM campaign.
"Let's just eliminate it. And then when we do our December analysis of two months, we will have not changed any of the traditional stuff... I feel like it'll be easier to analyze." — Wade Zirkle
Decision: Move from US-wide targeting to a three-tier geographic model.
| Tier | Scope |
|---|---|
| Tier 1 | New York City (top priority; active cashless ban) |
| Tier 2 | States with cashless bans + Colorado + Virginia + specific cities (Newport Beach CA, Berkeley CA) |
| Tier 3 | Remainder of the US |
Pending: Mike and Wade to email Melissa the full list of target states and cities.
Decision: Abandon cartoon-based content. Model future posts on successful competitor accounts.
Competitor accounts to reference: BombTech, MobileMoney, ReadyCredit, Brinks, Cash Depot
Rationale: Wade noted that Brinks and Cash Depot produce high-engagement content using real photography and topical hooks (e.g., Brinks' Johnny Cash ATM trivia post). Cartoon-based posts are underperforming.
Process change: When content calendar entries are inspired by a competitor post, include a direct link to that post for client review.
Pending: Mike to email Melissa links to competitor LinkedIn accounts.
Decision: The product selector widget on state pages will default to "Reverse ATM" rather than requiring user selection.
The existing campaign structure had three campaigns: "Traditional ATM," "Cashless ATM," and "Reverse ATM." The review revealed:
One-Pagers
- Ready for client review. New QR codes added to enable source tracking (e.g., traffic from the Buyer's Edge spec sheet is distinguishable from other sources).
- Direct mail QR codes: BluePoint wants a unique code per mailer to track individual recipient intent. Melissa to get cost estimate; likely requires a separate black printing plate per piece.
- Email delivery method (attachment vs. hosted link) to be A/B tested; Wade will also consult Chuck.
Email Campaign Images
- Current stock photos are low-resolution and show dated or incorrect equipment.
- Decision: Use existing images for the next email send to avoid delays. Schedule a professional photo shoot at BluePoint's in-house photography studio (run by Grant) for future use. Mary to photograph; professional camera available.
State Pages
- Designer has completed header mockups through Wisconsin (shared via Miro board).
- Resources section: Replace organization-specific logos with generic, transferable icons (e.g., state symbol, veteran-owned business badge, BBB logo). Wade and Mike to source these.
- Product selector default: Set to Reverse ATM.
- Breadcrumbs to be rolled out across all pages once state page design is approved.
High-Traffic Blog Pages
- Several blog posts receive significantly more traffic than the homepage.
- Current images include outdated stock photos showing incorrect equipment.
- Action: Analyze conversion paths — what percentage of blog visitors click through to other site pages vs. exit immediately. Results will inform whether to prioritize upgrading these pages with professional photography.
CallRail
- Setup is in progress but not yet complete. Mark Hope has been reviewing requirements.
- Urgency: Wade stated that if a setup call cannot be scheduled this week, BluePoint will create their own CallRail accounts independently. Call recording is required for their CRM workflow.
- Melissa to schedule the call with Mark, Wade, and Mike before end of week.
Asana / ClickUp Integration
- Melissa proposed connecting BluePoint's Asana to Asymmetric's ClickUp to streamline task handoffs.
- A technical review is needed before implementation. Asymmetric is also revamping their ClickUp instance over Thanksgiving, so integration testing should happen before or after that window — not during.