Aviary Rescue Plan — Nurture Campaign, LinkedIn Ads & Website Rebuild

Overview

Aviary's contract is at risk due to missed lead generation targets. A multi-pronged rescue strategy was developed during the April 2 working session to accelerate lead volume across email, LinkedIn, paid search, and the website. The plan addresses both immediate pipeline gaps and longer-term conversion infrastructure.

A complicating factor: Aviary's finance industry targets use email security bots that inflate open rates, making it difficult to distinguish genuine human engagement from automated scanning. This distorts performance metrics and requires channel diversification to generate reliable lead signals.

See also: ^[1] · ^[2]

The Problem

• Lead targets have been missed, putting the contract at risk
• The existing ABM email channel is the primary outreach mechanism but is undermined by bot-inflated open rates
• No secondary high-engagement channel is currently active
• The website is slow and makes landing page creation difficult
• Google Ads have known audit findings that haven't been fully implemented

The Four-Pronged Strategy

1. Bulk Nurture Campaign (Email)

Goal: Re-engage the large pool of contacts who are not currently in the active sales pipeline or ABM sequence.

Execution:
- Mark to build a HubSpot list of approximately 40,000 contacts excluding anyone already in the ABM pipeline or actively worked in sales
- Campaign to be launched via Orbit/SES on a separate sending domain to protect deliverability
- Send limits to be configured before launch

Owner: Mark Hope
Status: In progress — list build and Orbit/SES configuration underway

2. LinkedIn Outreach

Goal: Add a second, high-engagement channel to the ABM playbook to supplement email and generate leads from contacts who don't respond to email.

Execution:
- LinkedIn API is too restrictive for personalized automation at scale; manual outreach is required
- Mark to email Aaron (and Blessing) to request LinkedIn login credentials
- Once access is confirmed, hire a dedicated manual outreach resource to execute

Owner: Mark Hope
Status: Blocked pending LinkedIn credential access from Aaron

Note: An additional $500 budget request to Aviary is needed to test LinkedIn ads in parallel with manual outreach. Sebastian to make this request.

3. Google Ads Optimization

Goal: Improve ad performance and conversion rates by implementing outstanding audit findings.

Execution:
- Sebastian to implement remaining audit tasks (URL fixes, business name/logo, LinkedIn overlays)
- Karly to handle audit items that require manual UI work
- Sebastian to upload the Credit Union customer match list to Google Ads as a customer match audience
- Sebastian to request the additional $500 LinkedIn ads budget from Aviary

Owners: Sebastian Gant (primary), Karly Oykhman (manual UI tasks)
Status: Audit findings identified; implementation in progress

4. Website Rebuild (WordPress)

Goal: Improve site performance and enable faster, more flexible landing page creation to support lead gen campaigns.

Execution:
- Karly to contact Eshak for a time estimate to rebuild the Aviary site on WordPress
- Rebuild scope and timeline TBD pending Eshak's estimate

Owner: Karly Oykhman
Status: Not started — awaiting time estimate

Action Items

Context & Background

This rescue plan was developed in the April 2 working session attended by Mark Hope and Karly Oykhman, with Sebastian Gant joining partway through. The session also covered Salesforce development work for Quarra and a broader discussion of Asymmetric's value proposition — see ^[3] for that thread.

The bot-inflation problem with email open rates is a known issue in financial services ABM. The LinkedIn and Google Ads channels are partly intended to provide cleaner engagement signals alongside raw lead volume.