Monthly marketing review with BluePoint ATM. Primary outcomes: pivot to ABM, reallocation of Google Ads budget from ended NY campaign, and alignment on content review priorities.
Attendees: Mark Hope, Karly Oykhman, Avokerie Onorimuo, Melissa Cusumano (Asymmetric); Mike Stebbins, Wade Zirkle (BluePoint ATM); Chuck (SalesGrowthMD)
Source: Fathom recording
The call covered four main areas: website/SEO performance review, Google Ads campaign status and budget reallocation, a strategic pivot from broad industry campaigns to Account-Based Marketing (ABM), and a prioritization exercise for outstanding content and collateral items. BluePoint also shared recent deal wins including Buffalo Sabres (Key Bank Arena), National Western Center Complex, and a near-close with the Buffalo Bills (Highmark Stadium).
BluePoint approved moving away from broad, industry-specific campaigns (e.g., Waterparks) toward a targeted ABM approach.
"The idea is the perfect marketing thing is one marketing campaign for one person." — Mark Hope
The NY-focused Google Ads campaign has ended. The full $1,500/month budget will be redistributed to the two active campaigns.
| Campaign | Status | Key Metrics |
|---|---|---|
| NY Campaign | Ended | — |
| PMAX | Active | Budget being increased |
| Reverse ATM | Active | 6.36% CTR, $5 CPC, 11% impression share |
The Reverse ATM campaign is performing well on quality metrics but is severely budget-constrained ($8/day vs. Google's recommended $50/day). Increasing budget is expected to meaningfully improve impression share (currently 11%).
BluePoint confirmed that reviewing and approving the PMAX and Reverse ATM landing pages is a higher priority than social media posts and blog content. More relevant landing pages improve Google Ads quality scores, which lowers CPC and improves ad rank.
The Asana/ClickUp integration is on hold indefinitely. Communication and task tracking will remain in Gmail and Google Docs.
Strong results across the board — site health score is 100.
| Metric | Status |
|---|---|
| Organic visitors | ~1,600/mo (↑ ~40%) |
| Organic keywords | Doubled |
| Site health score | 100 |
| Keywords tracked | 124 |
| Domain Rating | Slight drop, not a concern; target is staying above 30 |
Domain Rating note: DR fluctuations are normal and not a reliable performance signal above the 30 threshold. Referring domain changes are often spam links being removed or articles being updated — no action needed unless DR drops below 30.
| Asset | Status |
|---|---|
| Business cards | ✅ Complete |
| Pitch decks | ✅ Complete |
| Sales decks | ✅ Complete |
| LinkedIn profile | ✅ Complete |
| Website header | 🔄 In progress (to be done same day) |
| Sales sheets / one-pagers | ⏳ Pending BluePoint instructions |
BluePoint to provide specific instructions. Likely changes:
- Update ATM image to show BluePoint-branded wrap
- Switch from circular callout format to bulleted layout (referencing September conference flyer as template)
Awaiting BluePoint review. Options include gating with a lead-capture form (email required to access).
Drafted in HubSpot. Karly to send preview to Mike/Wade for final spot-check (imagery, buttons, formatting) before launch.
Recent deal activity mentioned during the call: