Marketing Sync — 2026-03-10

Client: ^[1]
Meeting type: Marketing strategy sync
Source: Fathom recording

Overview

Monthly marketing sync covering four main areas: outstanding website bugs, PPC campaign performance and reallocation, SEO blog publishing strategy, and upcoming CRM optimization planning. The headline decision was pausing the underperforming Meta lead-gen campaign and redirecting that spend toward Google and a newly launched Bing campaign.

Attendees:
- Sebastian Gant (Asymmetric — account lead)
- Karly Oykhman (Asymmetric — CRM)
- Melissa Cusumano (Asymmetric)
- Avokerie Onorimuo (Asymmetric)
- Tamilyn Liesenfeld (Liesenfeld International / Cordwainer owner)
- Bodo Liesenfeld (Liesenfeld International / Cordwainer owner)
- Erica Lathrop (Cordwainer — operations)
- Maria Lastoria (Cordwainer)

Key Decisions

Action Items

Sebastian Gant (Asymmetric)

• [ ] Instruct developer to fix all website bugs (see Website Fixes section below)
• [ ] Fix Google Display Ads: correct "Norwell" spelling typo; remove export artifact lines from final ad
• [ ] Pause Meta lead-gen campaign once Tamilyn confirms lead quality review
• [ ] Send Tamilyn the Bing Ads admin invite (to t.liesenfeld@liesenfeld-international.com)

Tamilyn Liesenfeld (Cordwainer)

• [ ] Review 5 blog drafts; send feedback to Sebastian (same day or next morning)
• [ ] Add payment method to Bing Ads account after accepting admin invite
• [ ] Review Meta form leads; forward any memory-care leads to Erica; confirm pause decision
• [ ] Send dementia certified training credentials to Sebastian for bio update

Asymmetric Applications Group (Karly Oykhman)

• [ ] Deliver detailed CRM optimization plan within 1–2 days, including timelines and expected results

Website Fixes

All items to be passed to the developer immediately.

Gallery Page

• Add the 2-minute video below all gallery photos
• Replace the "trophy" photo with the "wrists coming together" image (photo already sent by Tamilyn)
• Correct photo placement under subheadings (e.g., Lobby, Rejuvenation Room, Suite) — Tamilyn offered to jump on a call to map photos to subheadings if needed

Events Page

• Fix mobile view: flyer headers are cropped, cutting off event titles and faces
• Preferred behavior: display the full flyer even if it creates a taller block

Leadership Page

• Fix mobile view: first two lines of bios are cut off on scroll

Tamilyn's Bio

• Add new dementia certified training credentials (Tamilyn to send via email)

PPC Campaign Performance & Strategy

Meta Lead-Gen — Pausing

• Performance: 11 submissions, 0 quality leads; leads are unresponsive even though phone verification is required
• Decision: Pause. Spend to be reallocated to Google and Bing.
• Tamilyn will do a final review of the 11 leads before confirming pause; any memory-care leads forwarded to Erica

Google Ads — Ramping

• Budget: $60/day (two campaigns at $30/day each)
• Status: Impressions and clicks showing a recent upward spike — campaigns appear to be entering their ramp-up phase
• Recent optimizations: Negative keyword additions from search term report review; structured snippets added; client-provided images uploaded
• Upcoming: Dedicated conversion-focused landing page in design; traffic currently going to homepage as interim measure
• CallRail integration expected to provide additional attribution visibility once fully live

Bing Ads — Launching

• Rationale: Targets an older demographic well-aligned with memory care; costs ~15–20% of equivalent Google spend
• Budget: $6/day per campaign, $12/day total (two campaigns copied from Google)
• Status: Campaigns set up and copied from Google; paused pending payment method setup
• Next step: Sebastian sends Tamilyn admin invite → Tamilyn adds payment method → campaigns go live

Google Display (Remarketing) — Pending Fixes

• Purpose: Re-engage website visitors across Google's display network
• Fixes needed: Correct "Norwell" → "Norwell" spelling; remove export artifact lines from final ad creative
• Multiple ad dimensions prepared to allow flexible placement across the network

SEO & Content Strategy

• 5 blog drafts completed and sent to Tamilyn for review
• Publishing plan: Hold publication until the site's Domain Rating increases (~30 days per Mark's earlier estimate)
• Rationale: Publishing on a higher-DR domain gives new content significantly more SEO authority from day one
• Tamilyn to review drafts and return feedback regardless of publish timing, so revisions are ready to go when DR improves

CRM Optimization

• Karly met with the Cordwainer team the prior week to scope CRM work
• Internal Asymmetric meeting scheduled same day (2026-03-10) to align on priorities and sequencing
• Deliverable: Written plan with task list, estimated timelines, and expected results — due within 1–2 days
• Goal: reduce manual workload for Erica; optimize lead follow-up workflows

Notes & Context

• Tamilyn and Bodo joined from a location with poor internet (Starlink); significant audio issues in first half of call
• Tamilyn expressed skepticism about Google Ads spend ($60/day feels high); Sebastian noted the ramp-up pattern and suggested giving it more time before reducing budget
• Tamilyn suggested Bing may ultimately deserve more budget if Google underperforms — to revisit once both channels have data
• CallRail full deployment will be a key milestone for accurate cross-channel attribution