BluePoint ATM Marketing Call — December 2025

Date: December 2025
Source: Fathom Recording
Client: ^[1]
Agency: Asymmetric

Attendees

Overview

Monthly marketing review covering tracking infrastructure issues, a newly approved direct mail campaign, content strategy shifts toward gated lead generation, trademark registration news, and scheduling of tool training sessions for January.

Key Decisions

1. Direct mail campaign approved. Postcard targeting stadiums and arenas will move forward. BluePoint to finalize list size (500 vs. 1,000 contacts) and deliver to Asymmetric within 1–2 days. Target mail date: mid-January (around Jan 7–9).
2. Lead-gen form strategy adopted. Future content offers (white papers, trend reports) will no longer link directly to documents. Instead, a gated form (Name, Company, Email) will gate access, with an instant download triggered on submission. The Reverse ATM Trends Report post is the first to implement this, moved to January.
3. Gemini AdWords not recommended. Asymmetric advised against Google's AI-driven ad products due to uncontrolled targeting behavior observed with other clients (e.g., a law firm receiving irrelevant practice-area leads). PMAX remains acceptable as it is more controlled.
4. GoHighLevel and Clarity training scheduled for Tuesday, January 6 at 12:30 PM CT.
5. Next marketing meeting moved to Wednesday, January 7 (usual time), due to holiday schedules.

Topics

CallRail & Google Analytics Issues

• Problem 1 — Number not swapping: The "Western Office Website Pool" tracking number is not dynamically swapping on the banner image. Leads are still reaching Mike's phone, but source attribution is broken for that placement.
• Problem 2 — Multiple GA4 IDs: CallRail flagged multiple Google Analytics 4 IDs on the BluePoint website. The correct ID needs to be confirmed and duplicates removed.
• Account cleanup: Pool names were updated during the call for clarity (e.g., "Western Office Footer Pool," "Western Office Banner").
• Owner: Melissa to email Mark Hope with both issues for investigation and resolution.

HubSpot Integration Bug

• Problem: When a prospect submits the website contact form, BluePoint receives a notification email containing the full form content (name, company, message). However, this email is not being automatically logged in the corresponding HubSpot contact's activity timeline.
• Impact: Mike has been manually forwarding the notification email to himself and logging it, which is unsustainable. The initial message content is lost from the CRM record unless manually entered.
• Action: Asymmetric (Mark) to investigate and fix the HubSpot form-fill email import so that the notification email is automatically captured in contact activity.

Direct Mail Campaign — Stadiums & Arenas

• Format: Postcard
• Target audience: Stadium and arena operators/decision-makers
• List size: 500 or 1,000 contacts (BluePoint to decide)
• Budget (1,000 pieces):
• Printing: $665.79
• Postage: ~$397.60 (approximate)
• Total: ~$1,100 (~$1.10/contact)
• Note: Costs scale down proportionally for 500 pieces
• Tracking: Unique QR codes per recipient, encoding First Name, Last Name, and Company in the URL. Scans will be visible in Looker Studio filtered by UTM source (e.g., direct-mail-qr). Repeat visits trackable via session count.
• Destination: Stadium & Arena industry page
• Artwork changes:
• QR code removed from front of postcard (printing simplification; QR only on back)
• Return address updated to include "STE 309" to identify returned mail
• Timeline: BluePoint sends final list by ~Dec 19 → Asymmetric confirms print vendor availability → target in-mail date Jan 7–9

Content & Social Media

• December posts: Revisions complete and returned to Asymmetric. Two posts still pending from Asymmetric's side; Melissa to follow up with Avoke.
• Reverse ATM Trends Report post: Moved to January. Will be updated to use the new gated lead-gen form rather than a direct document link.
• Lead-gen form spec:
• Fields: Full Name, Company, Email
• On submit: instant PDF download (auto-download or redirect)
• Integration: HubSpot (to capture leads in CRM)
• Logo/trademark update: All social posts using the BluePoint ATM name should now use the ® symbol. Dual-logo (Reverse ATM) mark likely retains ™ — BluePoint to confirm with legal before Asymmetric updates assets.

SEO & Website

• Domain Rating: Increased from 29 → 34 in approximately one month. Target: DR 40.
• Site health score: 99 (Ahrefs).
• New page: Water Parks industry page to be developed (content being drafted by BluePoint).
• State pages: Reviewed by BluePoint, revisions noted in ClickUp, back with Asymmetric for updates.

LinkedIn Ads

• The ZoomInfo list provided by BluePoint does not meet LinkedIn's minimum audience size requirement for ad targeting.
• Asymmetric researching alternative targeting methods for the stadium/arena LinkedIn campaign.
• Action: Melissa to confirm LinkedIn's minimum list size and share findings with Wade and Mike.

Trademark Registration

• BluePoint ATM name is now officially registered (®).
• All marketing materials, one-pagers, logos, and spec sheets need to be updated with the ® symbol.
• The dual-logo mark (Reverse ATM + BluePoint ATM Solutions) likely retains ™ — usage to be confirmed with legal.
• Owner: Wade/Mike to confirm correct ® vs. ™ usage with their attorney, then send updated logo files to Melissa.

Tool Training — GoHighLevel & Clarity

• GoHighLevel: Used by Asymmetric for social content scheduling and approval. BluePoint will be able to review, approve, and comment on posts directly in the platform (free to BluePoint).
• Clarity: Microsoft website analytics tool; BluePoint wants a walkthrough.
• Scheduled: Tuesday, January 6, 12:30 PM CT (~30 min session)

Action Items

BluePoint (Wade / Mike)

• [ ] Finalize direct mail list (500 or 1,000 contacts) and email to Melissa by ~Dec 19
• [ ] Confirm ® vs. ™ usage with legal counsel; send updated logo/asset files to Melissa

Asymmetric (Melissa / Team)

• [ ] Email Mark: investigate and fix CallRail banner number swap + GA4 multi-ID alert
• [ ] Email Mark: fix HubSpot contact form-fill email import into contact activity
• [ ] Email Avoke: send 2 remaining December social posts
• [ ] Email Avoke: update January Trends Report post with new lead-gen form approach; merge blog conversion path doc with keyword data; send to Wade/Mike
• [ ] Build lead-gen form for Trends Report (Name / Company / Email → instant PDF download → HubSpot integration)
• [ ] Confirm LinkedIn minimum audience size; share with Wade/Mike
• [ ] Email print vendor: confirm postage/backlog for Jan 7–9 target; update Mike/Wade
• [ ] Send GoHighLevel + Clarity training invite to Wade/Mike: Jan 6, 12:30 PM CT

All

• [ ] GoHighLevel & Clarity training — Tuesday, January 6, 12:30 PM CT
• [ ] Next marketing meeting — Wednesday, January 7 (usual time)

Related

• ^[2]
• ^[3]
• ^[4]
• ^[5]
• ^[6]