Asymmetric Marketing Strategy Pitch — Aviary Lead Engine Proposal

Overview

Asymmetric (represented by Mark Hope) pitched a 3-phase lead engine build to the Aviary team (Aaron Grossman, Justin Dwyer, Blesson Abraham). The pitch covered HubSpot infrastructure setup, account-based marketing targeting 100 credit unions, SEO, and paid media — with a stated goal of 10–25 SQLs/month by months 7–12. Aviary confirmed their competitive window is tighter than Asymmetric's initial estimate (6–9 months, not 12–18) and requested a compressed-timeline proposal with corresponding budget uplift.

Attendees:
- Mark Hope — Asymmetric (mark.hope@asymmetric.pro)
- Aaron Grossman — Aviary (agrossman@helloaviary.ai)
- Justin Dwyer — Aviary (jdwyer@helloaviary.ai)
- Blesson Abraham — Aviary (babraham@helloaviary.ai)

Key Decisions

• Aviary confirmed strong interest in moving forward; Blesson described it as "probably one of the best presentations I've seen"
• Aviary narrowed the competitive window estimate to 6–9 months (vs. Asymmetric's initial 12–18 month framing)
• Aviary requested a compressed-timeline proposal with explicit budget and resource uplift to match the tighter window
• Aviary requested 1–2 client references before making a final decision
• Pricing model: month-to-month retainer with 90-day cancellation notice; hybrid retainer + SQL commission also on the table

Action Items

• [ ] Mark Hope (Asymmetric): Send presentation deck to Aaron, Blesson, and Justin
• [ ] Mark Hope (Asymmetric): Provide 1–2 client references
• [ ] Mark Hope (Asymmetric): Deliver costed proposal for compressed 6–9 month timeline, including budget and resource uplift
• [ ] Aviary team: Review proposal and references; regroup internally and make a decision

The Problem: Digital Invisibility

Aviary's digital presence does not match its product traction. Current state at time of pitch:

The website functions as a brochure, not a lead engine. No AI search snippets, no meaningful organic traffic.

The Opportunity: Blue Ocean Positioning

Asymmetric framed Aviary's outbound-first AI as a blue ocean advantage. Key competitors (Interface, GLIA) are focused on inbound AI call management. Aviary's differentiated assets:

• 15 years of credit union industry experience across the founding team
• Built-in CUSO distribution channel
• Compliance-first architecture

Market window: Aviary estimates 6–9 months before well-funded competitors (Interface raised $30M Oct 2024; GLIA at $150M total) move into the outbound space.

Proposed Solution: 3-Phase Lead Engine

Phase 1 — Foundation (Months 1–3)

• HubSpot setup and sales architecture
• Messaging, positioning, and competitive differentiation
• Persona-specific value props
• Case study development (Aviary already has some; noted as ahead of typical early-stage clients)

Phase 2 — Demand Generation (Months 4–6)

• ABM: Identify and spear-target 100 priority credit unions by assets; enrich data via ZoomInfo/Clay/Apollo; individualized outreach
• Inbound SEO: 1–2 long-form articles/week (2,200+ words with FAQ sections to capture AI snippets); instant indexing; LinkedIn post boosting to drive early traffic signals
• Paid Media: Start small ($100) on Google Ads to identify converting keywords; scale incrementally; LinkedIn ads (expensive but viable); YouTube ads (currently high ROI, low cost)
• Cold Outreach: Value-first email sequences to broader prospect lists outside the ABM 100

Phase 3 — Scale (Months 7+)

• Optimize and double down on top-performing channels
• Sales enablement tooling
• Event/trade show marketing strategy

Projected Outcomes

Note: Aviary's compressed timeline request may shift these curves earlier with higher upfront investment.

Execution Details

SEO

• Target DA >30 within 60 days (from current DA 6)
• 1–2 articles/week minimum; long-form (2,200+ words) with FAQ sections for AI snippet capture
• Instant indexing + LinkedIn post boosting to accelerate early traffic signals
• Tools: Google Search Console, Crawl Scout, GA4

Paid Media

• Ads are a pass-through cost — Aviary pays directly; Asymmetric manages campaigns
• Start at $100 to test keywords and CPAs; scale incrementally
• YouTube ads highlighted as currently high-value and underpriced
• LinkedIn ads: expensive but viable for B2B targeting

Lead Magnets

• Gated assets (e.g., profit calculators, implementation guides) to capture emails for nurture sequences
• A/B testing of lead magnet formats

HubSpot & Automation

• Three nurture sequences: Awareness, Consideration, Not Ready
• Behavioral triggers pull contacts into/out of sequences based on engagement signals
• Human outreach (SDR/BDR) triggered when engagement thresholds are met
• Aviary noted potential to use their own outbound AI tool for the SDR/BDR function — Mark expressed interest in this as a mutual use case

Reporting & Cadence

• Tools: GA4, Google Search Console, Crawl Scout, CallRail (dynamic number insertion for call tracking)
• Dashboard: Custom Google Looker Studio — full client access
• Meetings: Weekly; first week of month = strategy review; weeks 2–4 = execution review

Team & IP

• Dedicated team of 4–5 specialists: strategist, designer, developer, content specialist
• All work and IP created by Asymmetric belongs to Aviary per contract
• Asymmetric confirmed familiarity with Webflow (Aviary's website platform)

Commercial Terms

• Model: Month-to-month retainer; no fixed term beyond initial period
• Cancellation: 90-day advance notice required (protects Asymmetric's upfront investment)
• Hybrid option: Smaller retainer + commission on SQLs (requires agreed SQL definition and measurement point)
• Ads spend: Pass-through; Aviary authorizes monthly

Asymmetric Background (Relevant Context)

• ~18 people; strategy-first digital marketing agency
• HubSpot Premier Partner
• B2B SaaS experience; full-funnel execution
• ~60 active clients; notable work includes Coca-Cola, Nike, Salesforce (enterprise) and early-stage startups
• Founder background: Army Special Operations → Coca-Cola (division president, Europe) → private equity/turnaround → agency

Related

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