Strategy call between Asymmetric and BluePoint ATM covering five major workstreams: an urgent New York cashless-ban campaign, a shift in cold email philosophy to the Sandler model, website phone number visibility improvements, a HubSpot/Gravity Forms integration fix, and ATM screen branding assets.
Date: January 14, 2026
Source: Fathom recording
Attendees:
- Karly Oykhman — Asymmetric (lead)
- Melissa Cusumano — Asymmetric
- Mark Hope — Asymmetric
- Avokerie Onorimuo — Asymmetric
- Mike Stebbins — BluePoint ATM
- Wade Zirkle — BluePoint ATM
- Chuck (chuck@salesgrowthmd.com) — Sandler Sales advisor (external)
| # | Decision | Owner |
|---|---|---|
| 1 | NY cashless-ban campaign launches ASAP — multi-channel (email, LinkedIn, blog/white paper) | Karly + BluePoint |
| 2 | Cold email sequences shift from 10-email to 3–4 email Sandler model for all future campaigns | Karly |
| 3 | Current Water Parks/Museums 10-email sequence runs to completion unchanged | Mike |
| 4 | Homepage "pool" phone number bar replicated across all site pages; 800 number moved to footer on state pages | Melissa / BluePoint to confirm |
| 5 | BluePoint pulls ZoomInfo NY list using criteria provided by Karly | Mike / Wade |
| 6 | Two LinkedIn ad units for NY: (a) boosted explainer video (wide NY audience) + (b) carousel lead-gen ad targeting ZoomInfo account list | Karly |
| 7 | NY compliance blog drafted by Karly's team, converted to PDF white paper for lead magnet | Karly |
| 8 | Gravity Forms → HubSpot re-mapping completed by Friday Jan 16 | Karly |
| 9 | ATM screen branding assets scoped; Wade to send specs | Wade → Karly |
New York State's cashless ban (modeled on NYC's existing ordinance, signed statewide by Governor Hochul) takes effect late March 2026. BluePoint is already receiving inbound calls from NY businesses seeking compliance solutions. The campaign is intended to be a repeatable blueprint for future state-level legislation (California expected next).
Campaign components:
- Email: 3–4 email Sandler-style sequence to ZoomInfo-sourced NY list (QSRs, coffee shops, retailers, entertainment). BluePoint pulls list; Karly maps and loads into HubSpot.
- LinkedIn — Boosted post: Existing explainer video boosted to wide NY audience, targeted by industry and job title.
- LinkedIn — Carousel ad: Lead-gen ad targeting the specific ZoomInfo company list, offering a compliance checklist/white paper download.
- Content: NY-specific cashless compliance blog → PDF white paper → gated landing page with HubSpot form.
- Associations: Wade handles outreach to NY chambers of commerce and trade associations directly.
Timeline goal: Campaign live by end of week of Jan 19.
Problem: The current 10-email cold sequence risks prospect fatigue and spam filter triggers. Current click-through volume is insufficient to meaningfully affect SEO, removing the main argument for keeping the longer sequence.
New approach (all future cold campaigns):
- 3–4 emails maximum
- Sandler "no free consulting" philosophy: email 1 introduces the problem and asks if the prospect wants the white paper — they must reply to receive it
- Creates a micro-commitment that filters for genuinely interested leads
- More personal, plain-text style rather than designed marketing emails
Transition plan: Water Parks/Museums campaign finishes its existing 10-email sequence. All subsequent cold campaigns use the new model. The existing 10-email content may be repurposed as a drip/nurture sequence for warm contacts (e.g., trade show leads entered manually).
Problem: Phone numbers appear on the homepage (pool bar + footer) but are absent from interior pages, reducing call conversion for users who prefer to call over filling out a form.
Solution agreed:
- Replicate the homepage "pool" phone number bar as a reusable container across all pages
- Bar can be templated globally (easy maintenance) with optional page-specific copy (e.g., "Hospitality Solutions") if desired
- State pages: Local CallRail number stays prominent in the hero image; generic 800 number moves to footer only to avoid confusion between numbers
BluePoint to make final call on implementation approach.
Problem: A recent Gravity Forms plugin update broke field mapping to HubSpot. New form submissions are not auto-populating contact fields (phone, company, comments) in HubSpot.
Fix: Karly's team re-maps all website forms to HubSpot by Friday Jan 16. Form activity labels will also be renamed for clarity.
Limitation: Fix is not retroactive — existing contacts will not be updated.
BluePoint is standardizing branded screens on all new ATM installations via SD card image upload.
Assets needed:
- Welcome screen: BluePoint branding + instructions for card insert, tap card, tap phone
- Transaction screen: "Your transaction is processing" + BluePoint logo/slogan (simple)
- Multiple screen sizes may be required depending on ATM model
Wade to email Karly file types, dimensions, and image count requirements. No QR codes on screens (existing physical QR code on ATM chassis is sufficient).