ABM Campaign Setup in Orbit & HubSpot

Documentation of the ABM campaign structure built for ^[1], covering the Orbit platform setup, 30-day email sequence cadence, initial performance benchmarks, and HubSpot dashboard integration for unified tracking.

Why Orbit Instead of HubSpot Email

HubSpot's native email tooling lacks the per-account personalization required for a true ABM approach. Orbit is used as the sending platform because it supports attaching unique research reports, strategy documents, and individually personalized email copy to each target account. Campaign activity is synced back into HubSpot so the client has a single reporting surface.

Campaign Structure

Audience

• Tier 1 accounts: 104 companies
• Contact strategy: One primary contact per company emailed (one-to-one account mapping)
• Personalization assets per account: research report, strategy report, 6-email sequence

30-Day Email Cadence

Rationale: The cadence is designed to be persistent without feeling aggressive toward a cold audience. Early emails are closer together (days 0, 4, 9) to establish presence; later emails space out to weekly intervals. The sequence can be extended with additional emails beyond day 30 if engagement warrants it.

Pre-Send Hygiene

All contact emails are validated before sending. Undeliverable addresses are deleted from HubSpot rather than left in place — a bounced address left in the database risks future deliverability problems if accidentally included in other sends.

Initial Performance Benchmarks (Email 1)

Results from the first send to 101 contacts:

A 2% unsubscribe rate on email 1 is a positive indicator — cold campaigns typically see higher opt-out spikes on the first touch.

HubSpot Integration

Dashboard for Orbit Tracking

A HubSpot dashboard is built so the client can monitor Orbit campaign performance (opens, clicks, engagement status) without needing a separate Orbit login. This is the primary reporting surface for day-to-day campaign monitoring.

Orbit Direct Access

The client also receives an Orbit login for cases where they want to drill into raw engagement data or export lists (e.g., export everyone who clicked email 2).

Lifecycle Stage Alignment

All 104 Tier 1 accounts are set to Marketing Qualified in HubSpot at campaign launch. The logic: if an account is being emailed, it has already passed the threshold for marketing qualification. Accounts that demonstrate engagement behavior (see below) are promoted to Sales Qualified.

Engagement-Based Automation

A key automation trigger is built around multi-click engagement:

• Trigger: A contact clicks on two or more emails in the sequence
• Action: Create a task for the account owner to initiate direct follow-up

This surfaces warm leads without requiring the client to manually monitor campaign stats. The two-click threshold is intentional — a single click may be accidental or curiosity; two clicks signals genuine interest.

See ^[2] for implementation details.

LinkedIn Enrichment

Approximately 50% of Tier 1 contacts have been enriched with LinkedIn profile URLs using Hunter. These are stored as a contact property in HubSpot.

Usage: Manual LinkedIn connection requests after 2–3 emails have been sent, referencing the email outreach in the connection note. LinkedIn automation is explicitly avoided — LinkedIn's API is restrictive and platforms that detect automation patterns (Apollo, etc.) risk account penalties.

Extending the Campaign

After the initial 6-email sequence completes, the team should evaluate:

1. Click and open trends across all 6 emails
2. Whether to add 4–6 additional emails and continue the sequence
3. Which accounts to promote to Sales Qualified based on engagement

Orbit supports appending additional steps to the playbook without disrupting contacts already mid-sequence.

Related

• ^[3]
• ^[4]
• ^[2]
• ^[5]
• ^[6]
• ^[7]