Onboarding & ABM/PPC Strategy

Overview

As of the January 20 weekly sync, Aviary is in early onboarding. The client is not yet accustomed to working with an agency and has not yet begun sending tasks proactively. Sebastian is leading the account day-to-day, with Mark available to dig in on specific deliverables as needed.

The January 21 call is intended to get aligned on to-dos and set the pace for the engagement.

Current Status

Client task flow: Aviary has not yet been sending tasks; the team is proactively building out the initial workload.
Google Ads: Sebastian has begun creating the Google Ads campaigns that were presented to the client.
Landing pages: Tasks have been created for both ABM and PPC landing pages.
Tone: The client appears enthusiastic about having agency support — described as relieved to have people who can help.

Reference Work: PaperTube ABM Project

Carly completed an ABM project for ^[1] that is nearly identical in scope to what Aviary needs. Sebastian was directed to request Carly's files from that project to use as a structural and strategic reference.

"Carly just did an ABM project for PaperTube. It's almost identical to what we need to do here. Ask her to send you whatever work she did on that, like her files and stuff." — Mark Hope

Action Items

[x] Sebastian → Carly: Request PaperTube ABM project files to use as reference for Aviary ABM/PPC landing page work.
[ ] Sebastian: Lead Aviary call January 21; align on outstanding to-dos and next steps.
[ ] Mark: Available to dig in on ABM and HubSpot-related tasks after the January 21 call.

Notes

Mark flagged that some HubSpot work will be needed alongside the ABM build — to be scoped after the initial alignment call.
Aviary was added as a new account in the recent growth push alongside PaperTube, contributing to solid revenue heading into 2026.

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