wiki/clients/current/aviary/2026-02-20-mark-sebastian-sync.md Layer 2 article Client: AviaryAI 850 words Updated: 2026-04-05
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meeting aviary abm email-marketing seo site-structure legal hubspot aws asymmetric

Mark / Sebastian Aviary Sync — 2026-02-20

Overview

Biweekly sync between Mark Hope and Sebastian Gant covering Aviary website restructure strategy, the upcoming 250-contact ABM email campaign, and two separate legal matters — a former Asymmetric employee dispute and Sebastian's personal felony charge in Texas.

Attendees: Mark Hope (mark.hope@asymmetric.pro), Sebastian Gant (sebastian.gant@asymmetric.pro)
Source: Fathom recording

Key Decisions

  1. Aviary site restructure: Build three new top-level vertical pages (Credit Unions, Community Banks, Insurance Companies) rather than organizing the site around generic use cases. Use cases will live within each vertical page.
  2. ABM campaign scope: Send personalized emails to the full 250-contact list across all three tiers simultaneously. The traditional ABM constraint of ~50 contacts was a manual-effort limitation; AI-driven personalization removes that bottleneck.
  3. Email sending approach: Send all 250 in one batch. Volume is negligible against AWS infrastructure (Mark's account limit: 1M/day), so no deliverability risk from throttling.
  4. Custom reporting: Because the campaign sends outside HubSpot, native HubSpot reporting won't capture it. Mark will build custom reports to track performance.

Action Items

Aviary Site Restructure

Goal: Improve SEO and clarify Aviary's positioning by aligning site structure to the verticals they serve.

Three new top-level pages:
- Credit Unions
- Community Banks
- Insurance Companies

Page structure (each vertical):
1. Introduction establishing Aviary's expertise in that vertical (e.g., for Credit Unions — highlight Blessing's background, team's industry origin)
2. Vertical-specific characteristics and context
3. Relevant use cases (e.g., Credit Unions → dormant accounts, credit & collections)

Rationale: Use cases are not generic — they are vertical-specific. Structuring the site this way makes the use cases more discoverable and credible to each audience segment. Source material is largely available on Aviary's existing site; AI can assist with drafting.

ABM Email Campaign

List: ~250 contacts across three tiers (already compiled with personal emails)

Approach:
- Send personalized emails to all 250 contacts — do not limit to a subset
- AI handles personalization at scale, eliminating the manual effort that historically capped ABM lists at ~50
- Perform email validation first to clean the list and avoid spam traps (lesson from a similar issue on the Papertooth campaign)
- Send full batch at once; 250 emails on AWS infrastructure poses no deliverability risk

Reporting:
- Campaign sends externally (not through HubSpot), so HubSpot's native reporting won't capture results
- Mark will build custom reports to monitor opens, replies, and engagement

Future consideration: Once results come in, identify a focused tier-1 group of ~50 high-priority contacts for deeper follow-up effort.

⚠️ Sensitive — internal notes only.

Former Employee Dispute (Asymmetric)

A former Asymmetric employee poached clients during active settlement negotiations, which Mark considers a breach of good-faith contracting. As a result:

Resolution offer extended: Mark offered to forgo reporting to the Attorney General if the former employee signs a non-compete and agrees to a list of conditions. Deadline: Monday. Mark noted that a close personal contact is the state's attorney, which would facilitate a grand jury referral if the offer is declined.

Sebastian is facing a felony charge in Texas. Key details:

Sources

  1. Index
  2. Abm Campaign