ABM Strategy & HubSpot Implementation Review — 2026-04-05

Overview

Weekly call reviewing the newly built ABM system for AviaryAI's 90 Tier 1 credit union accounts in HubSpot, the dual-tier outreach automation plan via SendGrid, and completion of the website analytics infrastructure. The session included a live walkthrough of HubSpot configuration and a real-time Google Search Console setup using newly obtained GoDaddy access.

Attendees:
- Mark Hope (Asymmetric) — lead
- Sebastian Gant (Asymmetric)
- Karly Oykhman (Asymmetric)
- Aaron Grossman (AviaryAI) — primary client contact
- Justin Dwyer (AviaryAI)
- Abraham Blesson (AviaryAI)
- Avokerie Onorimuo (Asymmetric)

Key Decisions

• ABM scope capped at ~90 accounts. Traditional ABM thinking keeps the high-touch list under 100; the remaining 410 accounts will receive a separate automated cold drip rather than being folded into the ABM pipeline.
• Email automation via SendGrid is the top priority to make the 30-day, 7-touch sequence feasible for one rep (Aaron) across 90 accounts simultaneously.
• LinkedIn automation is unresolved. Platform restrictions make this a hard problem; both Mark and Aaron will research solutions independently before the next call.
• Pipeline maintenance is reactive, not automated. When wins/losses reduce pipeline volume, the team will manually promote accounts from the 410-account pool rather than auto-populating.
• Custom scoring matrix used for tiering (not HubSpot's native lead scoring). Aaron requested the weighting breakdown; Mark will share it.

ABM System — HubSpot Configuration

Account Segmentation

The 500-account credit union list was scored 0–100 on fit and segmented into three tiers:

Custom HubSpot properties added: Primary Use Case, Campaign Status (values: Not Started → Sequenced → Engaged → Meeting Booked → Opportunity), ABM Tier, Score.

All Tier 1 accounts assigned to Aaron. A new ABM Pipeline was created in HubSpot separate from the existing Sales Pipeline. Deals from both pipelines were deduplicated (8 overlapping deals merged).

Per-Account Assets (90 × 2 documents)

For each Tier 1 account, two documents were produced:

1. Research Intelligence Doc — NCUA financial snapshot, tech stack assessment, recent news/growth signals, pain point hypotheses, personalization hooks, peer credit union context, AviaryAI proof point mapping, competitive notes, and source links.
2. Strategy Doc — 30-day outreach sequence (day-by-day: emails + LinkedIn actions), cadencing rules (e.g., never two emails in the same week to the same person), pre-written email copy with A/B subject lines, contact profiles, and a breakup email for non-responders.

Mark is uploading all 90 strategy docs to their respective HubSpot company records. Research docs are already accessible.

Pipeline Workflow

• Aaron manages deal stage updates directly in HubSpot (e.g., marking Closed Won removes the deal from the active pipeline view).
• Orange County Credit Union — expected to close Friday; Aaron to mark Closed Won in the ABM Pipeline.
• Team will monitor pipeline volume on calls and manually pull in new accounts from the 410-account pool as needed.

Outreach Automation Plan

Tier 1 — Email Automation (SendGrid)

The 30-day sequence emails will be automated through SendGrid so Aaron only needs to handle LinkedIn touches manually. Blocker: Aaron needs to update the SendGrid sender account email to asymmetric.com before Sebastian can finalize the build.

Tier 2/3 — Cold Drip (SendGrid)

Sebastian has drafted a 10-email weekly drip campaign for the 410 lower-tier accounts. Logic:
- Trigger: Account opens 3 emails (any order) → Aaron receives a notification to reach out personally.
- Positive response → Account promoted to Tier 1 ABM sequence.

Content is written; Sebastian needs SendGrid sender access resolved to build it out.

LinkedIn Automation

No solution identified yet. Key challenge is LinkedIn's platform restrictions against third-party automation. Mark has two research projects started; Aaron will consult his sales network. This is a parallel track — email automation proceeds regardless.

Contingency

If automation is delayed, a manual "minion" (part-time contractor) could be given Aaron's email login to execute the initial sends from a task list. Aaron is open to this.

Website & Analytics Infrastructure

SEO

Website SEO score improved from 11 → 87 following Phase 1 technical fixes. Phase 2 shifts focus to content growth (new pages, CTA optimization for organic traffic).

Analytics Stack — Now Complete

GoDaddy access was obtained live during the call (Justin provided account access). Mark added the required DNS TXT record for Search Console ownership verification. Full connection to complete post-call.

Mark will produce a multi-source SEO report pulling from Search Console, GA4, and other tools once Search Console is live.

Content Roadmap

• Phase 1 (Fix): Complete — technical SEO issues resolved.
• Phase 2 (Grow): Adding content pages, improving user journey, optimizing CTAs. Justin to create a Jira account and request access from Sebastian to track content work.

Action Items

Notable Transcript Moments

Mark: "There's one Aaron and there's 90 of these. ABM contacts, and you got to contact each one of them seven times — you do the math, it's pretty brutal."

Aaron: "I'd rather go through all 500 in six months."

Aaron (on Dupaco's score): "I'd love to see how you did the scores because Dupaco is on top of everybody's list because they call themselves innovative and they're just not."

Mark (on contingency): "We could find us a minion of sorts who could do some of this stuff — give them a login to your email and they could just go in and launch them."

Aaron: "Worst case scenario, work at night and I do the manual tasks with a glass of adult beverage — not a problem."

Related

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