Routine check-in between [1] and Asymmetric to review lead generation performance, explore new targeting opportunities, and align on a revised outreach strategy. The call surfaced a persistent ~50% show rate problem and two new service verticals worth testing: Amazon FBA growth and local service businesses. The most significant strategic shift discussed was pivoting away from broad LinkedIn industry targeting toward a direct ABM list approach using Mark's existing prospect database.
Attendees:
- Cindy M & Tim — PEMA.io (external)
- Mark Hope — Asymmetric
- Melissa Cusumano — Asymmetric (observer)
- Sebastian Gant — Asymmetric
| Decision | Detail |
|---|---|
| ABM list outreach test | PEMA.io will run a 1-month LinkedIn outreach campaign against Mark's 400–500 prospect list, running in parallel with his ABM email cadence |
| LinkedIn retail targeting deprioritized | Broad LinkedIn "retail" industry targeting deemed ineffective due to low user activity in that segment |
| Show rate tactic | Mark will send a Zoom link via email to no-shows within the first 5 minutes of a scheduled call |
| Amazon FBA keyword test | PEMA.io will explore LinkedIn keyword targeting around "Amazon FBA" as an alternative to industry-based filters |
Mark expressed no complaints about PEMA.io's process specifically — he acknowledged no-shows are an industry-wide problem.
Asymmetric's strongest current case study vertical. Targets consumer product brands selling on Amazon who are struggling to scale or have hit a growth plateau.
Established local firms that are large enough to need marketing support but too small to have an in-house department.
Brands that grew for a period and have since plateaued. Asymmetric positions itself as a growth restoration partner.
Problem: Mark runs an ABM email cadence that includes LinkedIn outreach steps, but he lacks the bandwidth to execute the LinkedIn touches manually.
Solution: Mark will share his prospect list (400–500 contacts with LinkedIn profile URLs) with Cindy. PEMA.io will add these profiles to a LinkedIn outreach target list and run outreach in parallel with Mark's email sequence.
Why this works:
- Contacts are already warm — they're receiving Mark's emails simultaneously
- Multi-channel touchpoint makes LinkedIn outreach feel less cold
- Offloads a bottleneck in Mark's ABM workflow
Test parameters:
- Duration: 1 month
- List size: ~400–500 (Mark noted he can supply longer lists in future rounds)
- Run alongside existing PEMA.io campaigns, not as a replacement
PEMA.io currently handles all pre-call reminders (emails, text reminders). The remaining gap is what happens at call time when a prospect doesn't join.
New tactic (from Janet via Slack): If a prospect hasn't joined within ~5 minutes of the call start time, Mark sends a quick email with the Zoom link directly — framed as a helpful re-entry point ("you may not have had the link handy"). This low-friction nudge has shown positive results for other clients.
Mark confirmed he is not currently doing any outreach at call time and will begin testing this.