Working session between Asymmetric and BluePoint to review the first 10 state pages and new Service Coverage page, resolve a critical HubSpot lead routing failure, surface unreviewed ad landing pages, and reallocate Google Ads budget to fund the priority New York campaign.
Attendees:
- Karly Oykhman, Melissa Cusumano, Mark Hope, Avokerie Onorimuo (Asymmetric)
- Wade Zirkle, Mike Stebbins (BluePoint ATM)
- Chuck (Sales Growth MD, external)
| Decision | Detail |
|---|---|
| Service page name | Approved as "Service Coverage" — avoids implying a third-party provider |
| Map plugin | Free plugin is sufficient; skip the $80/yr pro version |
| CallRail strategy | Group states into regional numbers (Atlantic, Midwest, West); NY number stays dedicated to the campaign for clean tracking |
| HubSpot Product field | Consolidate to three options: Cash ATM, Reverse ATM, Other Kiosk (merges Battery Kiosk + Digital Advertising) |
| Google Ads budget | Cap at $1,000/mo (down from $1,260) while NY campaign runs; maintains baseline lead flow |
| Project communication | Asymmetric will add a running priority list to the top of all meeting recap emails |
The page will live in the main navigation and serve as the hub linking to all state pages. Key feedback:
Pages are templated. Two buckets of feedback requested: (1) global template changes to catch before scaling, and (2) page-specific copy/content edits before going live.
Template edits approved:
- Hero image: Washington page had the wrong image (Colorado image used); fix and audit all 10
- State name casing: Ensure state names render in title case, not ALL CAPS
- ATM image layout: Move the BluePoint-branded ATM to the far left position in the equipment lineup
- Contact form: Add the "Product Type" dropdown to all state pages
CallRail — regional grouping:
- Current plan: 10 numbers total, 6 in use, 4 remaining
- Existing dedicated numbers: NY (campaign), CO, VA, main 800, homepage dynamic, Google Ads (×2)
- Decision: Use the 4 remaining numbers for regional groupings (e.g., Atlantic, Midwest, West, one reserve). NY number stays isolated for campaign attribution accuracy
Problem: The Product dropdown field from website forms was not syncing to HubSpot. All other fields (name, phone, email, company) populated correctly.
Impact: Lead routing is broken. The Product field determines whether a lead is assigned to Wade (Cash ATM) or Mike (Reverse ATM). Without it, leads fall into a general pool of thousands of contacts and go unworked.
Root cause (suspected): Mismatch between the field option labels on the website form and the options defined in HubSpot. The form was updated to use Cash ATM, Reverse ATM, Battery Kiosk — but HubSpot also had Digital Advertising as a separate option, and the exact string values may not have matched.
Resolution plan:
1. Asymmetric troubleshoots the sync failure on the form mapping side
2. BluePoint consolidates HubSpot's Product field to exactly three options:
- Cash ATM
- Reverse ATM
- Other Kiosk (replaces both Battery Kiosk and Digital Advertising)
3. Any existing leads tagged as Battery Kiosk are migrated to Other Kiosk
4. Asymmetric retests and confirms sync is working
Wade and Mike found a live landing page they had never seen before while doing an incognito search for "BluePoint Reverse ATM." There are four live ad landing pages total.
Why landing pages exist (explained to client):
- Paid traffic is expensive — landing pages remove navigation and distractions to maximize conversion
- Pages are tailored to match the exact keywords used in the ads (improves Quality Score and relevance)
- These pages are only reachable via ad click, not organic search
Process failure: Pages were built and connected to ads without going through a client review cycle.
Correction: Asymmetric will send all four landing page URLs to Wade and Mike immediately. Going forward, all landing pages must be reviewed and approved by BluePoint before being attached to any ad.
Google Ads:
- Current budget: $42/day (~$1,260/mo) split across two campaigns
- Actual spend last 30 days: ~$1,029
- Decision: Cap at $1,000/mo while the New York campaign is running to free up budget. Revisit after NY campaign winds down.
Integra List / Reverse Append Test:
- BluePoint has a list of ~200 Integra contacts they cannot directly email (contractual restriction)
- Plan: Use the list for a reverse append — upload to Google Ads or LinkedIn to target those contacts via paid ads
- Direct mail to the same list is also under consideration (pending results of current direct mail test)
- Mike will send a 200-row sample to Asymmetric
Video SEO:
- BluePoint to provide updated search terms for video optimization
Microsoft Clarity:
- Karly to demo heatmaps and session recordings on the next call
Cash ATM, Reverse ATM, Other Kiosk; migrate existing Battery Kiosk leads to Other Kiosk