BluePoint ATM Marketing Call — December 2025

Overview

Monthly marketing sync with BluePoint ATM (Mike Stebbins, Wade Zirkle) and the Asymmetric team (Melissa Cusumano, Mark Hope, Karly Oykhman, Avokerie Onorimuo) plus Chuck from Sales Growth MD. The call covered four primary issues: a ZoomInfo credit shortfall blocking list completion, a broken HubSpot form-to-CRM sync, a paused direct mail campaign pending cost analysis, and a decision to pause LinkedIn ads while scheduling an October–November digital performance review to inform 2026 budget planning.

Date: December 2025
Recording: Fathom

Attendees:
- Wade Zirkle — BluePoint ATM
- Mike Stebbins — BluePoint ATM
- Melissa Cusumano — Asymmetric (lead)
- Mark Hope — Asymmetric
- Karly Oykhman — Asymmetric
- Avokerie Onorimuo — Asymmetric
- Chuck (chuck@salesgrowthmd.com) — Sales Growth MD / HubSpot partner & sales trainer

Key Decisions

Issues & Status

ZoomInfo Credits — 🔴 Unresolved

A 222-credit shortfall from the prior month prevented completion of the theme park/amusement park contact list. BluePoint built a list of 778 contacts (out of the 1,000 monthly allocation) and needs the remaining 222 to finish the segment. Additionally, 1,000 fresh credits are needed for the next segment, bringing the total requirement to 1,222 credits this month.

• Root cause unclear — Melissa does not have a ZoomInfo seat to audit usage history
• BluePoint agreed to pay for the extra 222 credits last month; the resolution was not confirmed
• Action: Melissa to escalate to Mark after the call

HubSpot Form Sync — 🔴 Unresolved

Website contact form submissions (via Gravity Forms on WordPress) are not auto-syncing to HubSpot. Contacts only appear in HubSpot after a team member manually replies, which also loses the original inquiry context. A test submission by Mike at ~3 PM received an auto-reply email at midnight (~9-hour delay).

• Former admin Chris left the company; his seat was blocking Melissa from having Super Admin access
• Wade deactivated Chris and granted Melissa Super Admin during the call
• Chuck (HubSpot partner/sales trainer) also needs access restored — Wade to add him back at a core seat level
• Action: Melissa to investigate Gravity Forms → HubSpot connection in WordPress and HubSpot settings, and investigate auto-reply delay

Direct Mail — Stadiums & Arenas — 🟡 Paused

Campaign is on hold for two reasons:
1. The print vendor cannot do variable data printing; the mailing house can, but variable data eliminates batch postage discounts — cost impact unknown
2. The contact list includes many non-decision-makers (e.g., ~50 contacts at a single NFL team address), inflating volume and cost unnecessarily

• Action (Melissa): Get cost analysis from vendor for variable vs. batch approach
• Action (Mike): Narrow the Stadiums & Arenas list to CEO/executive-level contacts only; share refined list with Melissa
• Goal: reduce send volume (potentially from ~1,000 to ~500 pieces) and cost before proceeding

Direct Mail — Water Parks — 🟡 In Review

Content drafted; Mike is reviewing emails 6–10, the white paper, and the blog linked from the campaign. Edits marked in red in the shared Google Doc; CTAs/links highlighted in yellow for further review.

• Action (Mike): Complete review and send edits to Melissa; send white paper edits as completed
• Action (Melissa): Draft water parks/amusement direct mail piece; send to Mike for review

Campaign & Channel Updates

Google Ads

• Search and PMAX campaigns active and performing well per Mark's assessment
• Geofencing locations for Reverse ATM have been implemented (confirmed in Google Ads UI)
• Cashless and traditional ATM campaigns already paused prior to this call
• Open question: Whether to shift from a national campaign to geo-targeted high-ROI states (e.g., Texas) rather than advertising in states where Reverse ATM operations are impractical (e.g., Hawaii, Alaska)
• Action (Melissa): Research geo-targeting strategy with Gilbert and Mark; report back to Mike and Wade

LinkedIn Ads

• Paused effective this call to conserve budget until Oct–Nov performance review is complete
• Action (Melissa): Pause LinkedIn paid campaigns immediately

Social Media

• "Penny Shortage" post: Already published on BluePoint company page and Mike/Wade personal LinkedIn pages ✅
• "Hidden Cost" post: Minor edits resolved on the call (grammar fix on "matters/matter," removed all-caps, bolded "equipment is down" phrase); approved for scheduling
• Holiday travel post: Wade to provide montage of travel plaza photos + messaging
• Seasonal employee post: Mike suggested images; Wade to coordinate
• Holiday cash/prepaid post: To be drafted and scheduled for Dec 23 or 24
• Hashtag strategy: Melissa to request methodology and tools from social media manager; Wade offered to research penny-shortage hashtags
• December content: Designer delivering remaining December content for review by Monday

Website

• Major updates planned including a new "Theme Parks & Water Parks" page for the Reverse ATM / cashless section
• Timeline: ~1 week after BluePoint provides final content
• Action (Mike): Send website edits + new page content to Melissa by Friday (Dec 5)
• Note: provide content as complete as possible to minimize revision rounds

Analytics / Looker Studio

• Looker Studio dashboard covers website traffic (GA4), SEO search, and Google Ads performance
• November analytics report delayed — data sources not fully reconciled; will be sent once verified
• BluePoint interested in blog-to-site conversion tracking (do high-traffic blog visitors navigate deeper into the site or convert?)
• Action (Melissa): Email Looker Studio link + usage notes to Mike and Wade

2026 Planning

• Trigger: Wade wants to review Oct–Nov digital performance before committing 2026 budget
• Scope: Full digital review — Google Ads, LinkedIn, and any other active channels — with Gilbert included
• Timing: Schedule for Dec 8 or Dec 11 (Mon/Thu)
• Action (Melissa): Schedule the Oct–Nov digital performance review with Mike, Wade, and Gilbert

Melissa also flagged interest in making the next regular call an OKR/objectives planning session for 2026.

GoHighLevel / CRM Access

• Melissa to schedule GoHighLevel training with Mike and Wade and grant access
• Approval workflow: Reverse ATM content → Mike approves; Traditional ATM content → Wade approves
• Action (Melissa): Schedule GoHighLevel training; grant access to Mike and Wade

Action Items

Melissa Cusumano

• [ ] Escalate 222-credit ZoomInfo shortfall to Mark; confirm resolution path for 1,222 total credits needed this month
• [ ] Get cost analysis from mail vendor for variable data vs. batch printing for Stadiums & Arenas direct mail
• [ ] Investigate and fix Gravity Forms → HubSpot sync failure
• [ ] Investigate ~9-hour auto-reply email delay on contact form submissions
• [ ] Deactivate Chris in HubSpot; confirm Chuck's access is restored
• [ ] Pause LinkedIn paid campaigns
• [ ] Schedule Oct–Nov digital performance review with Mike, Wade, and Gilbert for Dec 8 or 11
• [ ] Research Google Ads geo-targeting strategy (high-ROI states vs. national); report back to Mike and Wade
• [ ] Draft water parks/amusement direct mail piece; send to Mike for review
• [ ] Email Looker Studio link + usage notes to Mike and Wade
• [ ] Request hashtag methodology and tools from social media manager; share with Mike and Wade
• [ ] Draft holiday cash/prepaid post; schedule for Dec 23 or 24
• [ ] Schedule GoHighLevel training with Mike and Wade; grant access

Mike Stebbins

• [ ] Narrow Stadiums & Arenas direct mail list to CEO/executive-level contacts; share with Melissa
• [ ] Complete review of water parks/amusement emails 6–10, white paper, and blog; send edits to Melissa
• [ ] Send website edits + new Theme Parks & Water Parks page content to Melissa by Dec 5

Wade Zirkle

• [ ] Send holiday travel montage photos + seasonal employee images/messaging to Melissa
• [ ] Research penny-shortage hashtags; share with Melissa
• [ ] Confirm Chuck's HubSpot access is restored at appropriate permission level

Related

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