Aviary HubSpot Audit & Architecture Design

Overview

As part of Aviary's accelerated Week 1 marketing plan, Mark is responsible for conducting a full HubSpot audit and designing the CRM architecture. This work is blocked until HubSpot access is granted by the client (Justin/Aaron). Once access is confirmed, the audit and architecture design are expected to be completed quickly given the aggressive timeline — the engagement is already six days in.

See also: ^[1] | ^[2] | ^[3]

Status

Access request: Sebastian is responsible for emailing Justin/Aaron to request HubSpot (and DNS) access before the kickoff call.

Scope of Work

1. HubSpot Audit

Review the existing HubSpot instance for:

• Current contact and company records (duplicates, data hygiene)
• Existing workflows, sequences, and automations
• Email templates and past campaign history
• Integration status (Webflow forms, GA4, etc.)
• Any prior lead gen activity or imported lists

Context: The client's marketing/sales lead (Aaron) is relatively new to structured demand gen and has been doing outbound manually. The HubSpot instance is likely sparse or underutilized.

2. Lead Scoring Model

Design a lead scoring framework appropriate for Aviary's target market:

• Target accounts: Community banks and credit unions in the US
• Seed list source: ZoomInfo export of community banks and credit unions (see ^[4])
• Scoring signals to consider:
• Institution size (assets under management, number of branches)
• Geography
• Existing AI/tech adoption signals
• Engagement with Aviary content or outbound touches
• Decision-maker title (VP of Operations, CTO, CEO at smaller institutions)

3. Multifunnel Pipeline Structure

Define pipeline stages that reflect Aviary's B2B fintech sales motion:

• Likely a longer sales cycle given regulated industry (community banks, credit unions)
• Stages should account for: awareness → demo request → evaluation → procurement/compliance review → close
• Consider separate pipelines or views for inbound leads vs. outbound prospecting sequences

Key Dependencies

• HubSpot access must be granted before any audit work begins. Sebastian to follow up with Justin/Aaron via email.
• ZoomInfo access needed to build the seed list of target financial institutions.
• DNS access (separate request) needed for domain/email deliverability configuration — relevant to any HubSpot email sending setup.

Strategic Context

Aviary is a small team (~3–4 people) with limited runway (~$3M seed, much of which went to the parent company Cambio). Their outbound AI voice agent product is differentiated today, but larger competitors — Interface ($30M+ funded), Glia ($150M funded), Posh, and Eltropy — could add outbound capabilities quickly. This urgency is why the client requested an accelerated marketing timeline.

The HubSpot architecture needs to support rapid outbound prospecting at scale, not just inbound lead capture. The ZoomInfo seed list strategy is the primary near-term lead gen lever while content and landing pages are being built.

See competitive landscape notes: ^[5]

Action Items

• [ ] Sebastian — Email Justin/Aaron requesting HubSpot and DNS access before kickoff call
• [ ] Mark — Conduct HubSpot audit immediately upon access grant
• [ ] Mark — Design lead scoring model (ZoomInfo-seeded, community bank/credit union criteria)
• [ ] Mark — Define multifunnel pipeline structure in HubSpot
• [ ] Mark & Sebastian — Reconvene at 4 PM (day of meeting) to align on Week 1 deliverables

Related

• ^[1]
• ^[5]
• ^[2]
• ^[4]
• ^[6]