Aviary AI — HubSpot Audit & Configuration

Overview

Aviary AI is a Silicon Valley-backed startup (Y Combinator alumni) providing outbound AI voice agents for banks, credit unions, and insurance providers. Their 6-month "Blitz" engagement starting January 5 includes a significant HubSpot buildout as a core deliverable, with the heaviest configuration work front-loaded into months 1–2.

Client context: Small team (3–4 people), high-growth expectations, Silicon Valley pace. The HubSpot work must move fast — week one deliverables are due before any configuration begins.

Related client record: ^[1]

HubSpot Scope

Month 1–2 Deliverables ("The Blitz")

Week 1 — Audit & Architecture
- HubSpot audit and architecture design
- Lead scoring model development
- Multi-funnel pipeline structure covering:
- ABM (Account-Based Marketing)
- Inbound
- Paid media
- Events
- Website conversion audit (Webflow site)
- Competitive keyword and positioning analysis

Week 2+ — Configuration & Automation
- HubSpot configuration and automation setup
- Landing page development (within HubSpot)
- Paid media integration and launch

Month 3–6 Deliverables

• Ongoing HubSpot management and optimization
• Continued paid media execution
• Podcast support

Team Assignments

Key staffing decision: Chris (former HubSpot contractor) was considered for rehire but the team decided against it to preserve margin and develop Paul internally. Mark will train Paul and Sebastian simultaneously. See ^[2] for context on Paul's ramp-up.

HubSpot Architecture Notes

Lead Scoring Model

To be designed in week 1. Should account for Aviary's target verticals (banks, credit unions, insurance) and the long B2B sales cycle typical in fintech. Scoring inputs likely include:
- Firmographic fit (institution type, AUM/size)
- Engagement signals (email opens, demo requests, content downloads)
- Intent signals (paid media clicks, event attendance)

Multi-Funnel Pipeline Structure

Three distinct pipeline tracks are required:
1. ABM pipeline — targeted outreach to named accounts
2. Inbound pipeline — leads from website and content
3. Paid/Events pipeline — leads from paid media and event attendance

Each funnel will likely need separate lifecycle stages, deal properties, and automation sequences given the different lead sources and nurture paths.

Automation Configuration

Week 2 automation work should prioritize:
- Lead routing by funnel type
- Enrollment triggers for nurture sequences
- Sales task creation on key stage transitions
- Integration with landing pages built in HubSpot

Platform Notes

Webflow Integration

Aviary's website is built on Webflow. Eshock will need to get up to speed on Webflow for site updates and landing page work. HubSpot forms and tracking scripts will need to be embedded in Webflow — confirm HubSpot's native Webflow integration or use script embeds.

"Webflow is pretty solid anyway. There's an argument that says we should be doing that instead of WordPress." — Mark

Paid Media

Paid media launches in week 2. HubSpot should be configured to capture and attribute paid leads before ads go live. Confirm UTM parameter strategy and HubSpot campaign tracking setup in week 1.

Risks & Considerations

• Paul's HubSpot ramp-up is the primary execution risk. Sebastian must be available to carry the HubSpot load while Paul learns. Mark's mentorship bandwidth is a constraint given his dual role across both Aviary and Paper Tube.
• Speed of delivery is unusually high for a month-1 scope. The audit, lead scoring model, pipeline architecture, and keyword analysis are all due in week 1. Pre-kickoff prep (reviewing their existing HubSpot instance, if any) is essential.
• Webflow learning curve for Eshock adds a parallel ramp-up risk on the web/landing page side.

Related

• ^[1]
• ^[3]
• ^[4]
• ^[5]
• ^[2]
• ^[6]