Marketing strategy review and onboarding call for Mike Stebbins, BluePoint ATM's new head of sales development for cashless. Mike's official first day coincided with the Integra Connect 25 conference, so this call served as his formal introduction to the Asymmetric team and a structured review of all active marketing channels, tools, and access issues.
Attendees:
- Wade Zirkle — BluePoint ATM (wade@bluepointatm.com)
- Mike Stebbins — BluePoint ATM (mike@bluepointatm.com)
- Melissa Cusumano — Asymmetric
- Mark Hope — Asymmetric
- Karly Oykhman — Asymmetric
- Avokerie Onorimuo — Asymmetric
- Faith Amerson — Asymmetric
- Chuck (chuck@salesgrowthmd.com)
Mike's first week at BluePoint coincided with the Integra Connect 25 conference (~400–500 attendees), a Sodexo/Integra performance enhancement event mixing clients and suppliers.
Key highlights:
- 8 pre-scheduled meetings: 4 requested by BluePoint, 4 inbound from Integra clients
- One-pagers prepared by Asymmetric were well-received; personalized logos noted as a professional touch
- Mike used an upfront contract approach (coached by Chuck) to set agendas and drive clear follow-ups
- Matthew McConaughey and Oz the Mentalist were keynote/entertainment; private concerts with Train and Rob Thomas
- Post-conference follow-up is managed by Sodexo/Integra directly, adding accountability beyond BluePoint's own outreach
- Mike has already sent personal follow-ups to meeting contacts
Context: Integra is the North American supplier-buyer interface for Sodexo (the world's largest GPO). BluePoint participated as a sponsor, which granted access to pre-scheduled meetings with target clients.
| Owner | Task |
|---|---|
| Mark Hope | Increase Google Ads daily budget from $90 → $116/day |
| Mark Hope | Set LinkedIn ads budget to $1,500/month and reactivate campaigns |
| Melissa Cusumano | Schedule 2-hour HubSpot CRM training session for Wade and Mike |
| Mark Hope | Research Sales Navigator seat transfer process (Wade → Mike); email instructions |
| Wade Zirkle | Work on resolving LinkedIn Sales Navigator transfer |
| Mark Hope | Resolve ZoomInfo billing issue to restore access |
| Mark Hope | Check and confirm Google Analytics permissions for Wade and Mike |
| Mike Stebbins | Review marketing calendar doc shared by Melissa before next week's meeting |
| Mike Stebbins | Prepare thoughts on sales/marketing rhythm for next week's discussion |
| Melissa Cusumano | Schedule ClickUp permissions/training review (Monday at 2 PM ET / 1 PM MT) |
| Campaign | Daily Budget | Notes |
|---|---|---|
| Cashless (PMAX) | ~$27/day | 1.1M impressions, 7,800 clicks, $0.12 CPC — top-of-funnel awareness |
| Traditional ATM | ~$22/day | Higher impression share than other campaigns |
| Reverse ATM | ~$20/day | Small category; $12–13 avg CPC (high); 4% CTR on exact match |
| Leaders | ~$20/day | Even split currently |
Overall observations:
- Impression share on cashless keywords is <10% — significant room to scale budget and capture more volume
- 6% interaction rate is strong (4% is considered good)
- Average CPC of $0.52 across most campaigns is healthy for financial services
- Reverse ATM CPC at ~$13 is elevated; optimization underway
- All campaigns currently limited by budget — increasing spend will yield proportional results
- Conversion tracking cleanup needed: category-one conversions (page views) showing up as goals; Gilbert's team working on this
Current usage gaps:
- Team not consistently using notes, tasks, or call logging
- Contact ownership assigned (e.g., Mike now owns Ryan Locker) but activity tracking not yet habitual
- HubSpot Chrome extension installed for Wade; Mike needs to confirm installation
- Emails sent from Gmail (correct workflow); Chrome extension syncs activity to HubSpot automatically
Training session scope (2 hours):
1. Lead management basics — finding, filtering, and updating contacts
2. Note-taking and activity logging (calls, emails, tasks)
3. Contact ownership and company associations
4. Custom field review — ensure fields exist for all relevant tracking data
5. Chrome extension setup and Gmail integration
Deferred topics: automations, lead scoring, custom dashboards, HubSpot-to-third-party integrations
Wade introduced the concept of a "combined arms" coordinated outreach rhythm — email campaigns, direct mail, and follow-up calls timed together for maximum impact. This was not fully resolved on this call and is the primary agenda item for the next meeting.
Items to coordinate:
- Frequency and timing of email campaign launches
- Direct mail cadence (live music theme campaign noted as upcoming)
- Mike's call follow-up schedule aligned to campaign sends
- ZoomInfo list pulls to feed campaigns once access is restored
- Marketing calendar review (Melissa shared Google Sheets doc with Q1–Q4 plan)
Upcoming campaigns noted:
- Live music themed email automation (in planning)
- Entertainment vertical email sequence (already running)
Scheduled for the 8th (bi-weekly cadence temporarily increased to weekly to support Mike's onboarding). Primary agenda: sales and marketing rhythm definition.