This article documents the drip campaign framework designed for BluePoint ATM, covering active prospecting sequences, passive nurturing for unresponsive leads, and long-term "not ready" campaigns. The approach was developed during a marketing sync with Asymmetric and BluePoint stakeholders and is intended to be built out inside HubSpot.
Related client context: [1]
Related HubSpot setup: [2]
All contacts should be classified into one of four buckets, which determine which campaign (if any) they receive:
| Segment | Description | Campaign |
|---|---|---|
| Actively Working | Engaged, in conversation, being pursued | Manual outreach + deal tracking |
| Not Ready | Expressed interest but not now — no time, no budget, no urgency | "Not Ready" drip |
| Unresponsive | Not unsubscribed, not engaged — status unknown | "Unresponsive" drip |
| Opted Out / Dead | Unsubscribed or explicitly said no | No email; suppress |
"You've got ones you're working, ones that aren't ready, and ones you don't know." — Mark Hope
Once the 10-email sequence ends:
- Engaged contacts → move to active working pipeline
- Non-unsubscribed, non-responsive contacts → move to Unresponsive drip
- Unsubscribes → suppress
The entertainment segment campaign (990 recipients, 10 emails) serves as the established template. Future campaigns for stadiums & arenas and water parks should adapt this structure with updated copy and visuals.
Keep BluePoint ATM top of mind for prospects who have expressed genuine interest but aren't ready to move forward. These are warm leads — they haven't said no.
Emails should feel timely and relevant, not static. Suggested content types:
- Industry trends ("Did you know cashless adoption in stadiums is up X%?")
- Regulatory updates (new cashless mandates by state)
- Customer success stories or case studies
- Seasonal relevance (budget season, off-season planning)
"A lot of times if they're not ready, what you're trying to do is you're just trying to keep this idea top of mind." — Mark Hope
Maintain a light presence with contacts who have not engaged but also have not opted out. These contacts may have latent interest that surfaces later.
Similar to the "not ready" campaign but with a slightly softer re-engagement angle. Consider:
- "We've been sending you updates — here's what's new"
- Highlight a specific use case relevant to their vertical
- Include a low-friction CTA (e.g., "Reply to this email" rather than "Book a demo")
All drip emails should include multiple calls to action to accommodate different levels of buyer readiness:
"Include multiple CTAs — Contact Us, Learn More, social media links." — Melissa Cusumano
This approach ensures that even passive readers have a path to engage without feeling pressured.
To set up new drip campaigns, Asymmetric needs:
1. Defined audience/segment
2. Approved email copy (topics list from Mike)
3. Cadence confirmation
4. HubSpot workflow configuration (Asymmetric handles)
See also: [3]
| Priority | Segment | Timing Rationale |
|---|---|---|
| 1 | Stadiums & Arenas (NCAA, minor leagues, semi-pro) | Early adopters; high awareness of reverse ATMs |
| 2 | Water Parks & Amusement Parks | Budget season alignment (Oct–Mar); off-season planning window |
| 3 | Live Music / Outdoor Venues | Seasonal; easy adaptation from entertainment campaign |
| 4 | Zoos, Tourist Attractions, Military Museums | Large universe (~5,000 contacts available); cashless mandate overlap |