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Aviary HubSpot ABM Configuration

HubSpot is the system of record for all Aviary ABM activity. This article documents the configuration requirements, naming conventions, and automation setup needed to support Aviary's Account-Based Marketing strategy and capture full attribution data across channels.

Context

Aviary's primary go-to-market motion is ABM — treating 50–100 high-value accounts as "markets of one." HubSpot must be configured to reflect this structure: tracking engagement at the account level (not just the lead level), capturing multi-channel attribution, and supporting coordinated sales and marketing outreach across verticals.

See [1] for overall client context and [2] for the underlying ABM methodology.

Campaign Naming Convention

All HubSpot campaigns should follow this structure:

ABM2026_[Vertical]_Q[Quarter]

Examples:
- ABM2026_CreditUnion_Q2
- ABM2026_CommunityBank_Q2
- ABM2026_FinancialServices_Q3

Each campaign maps to one vertical and one quarter. Individual target accounts (10–15 per tier-one vertical) are associated with the relevant campaign. This structure enables vertical-level performance reporting and clean attribution rollups.

Account-Level Tracking Setup

HubSpot must be configured to measure account engagement, not just individual lead activity. Required custom fields and objects:

Custom Company Properties

Target Account List

Email Templates

Three core email templates should be created in HubSpot for ABM outreach sequences:

  1. Initial Outreach — personalized to the account's specific pain point; references their vertical and known challenges
  2. Follow-Up (Value Add) — shares a relevant case study, insight, or resource; no hard ask
  3. Meeting Request — direct ask for a demo or discovery call; references prior touchpoints

Templates should use HubSpot personalization tokens for Company Name, Contact First Name, and ABM Vertical to support account-level personalization at scale.

Automation Rules

Configure HubSpot workflows to:

Landing Page Tracking

Aviary requires approximately 6 landing pages in Webflow — 2 for PPC campaigns and 4 for ABM verticals. Each page must be tracked in HubSpot via:

UTM Parameter Structure

All campaign links — email, LinkedIn, paid, direct — must include UTM parameters for attribution:

Parameter Convention Example
utm_source Channel linkedin, email, google
utm_medium Medium type paid, organic, outbound
utm_campaign Campaign name ABM2026_CreditUnion_Q2
utm_content Ad or email variant outreach-v1, followup-case-study

HubSpot's native UTM tracking should be enabled under Reports → Attribution to capture these parameters on form submissions automatically.

CallRail Integration for Vertical-Specific Phone Tracking

Each ABM vertical landing page should have a unique phone number provisioned via CallRail. This enables call attribution by vertical without relying solely on form fills.

Setup steps:
1. Create one CallRail number per vertical (e.g., one for Credit Union, one for Community Bank)
2. Route all numbers to Aviary's main sales line
3. Connect CallRail to HubSpot via the native CallRail integration (available in HubSpot App Marketplace)
4. Tag inbound calls with the corresponding ABM Vertical and ABM Campaign values

This gives the team a complete picture of account engagement: email opens, landing page visits, form fills, and inbound calls — all tied to the originating campaign.

Action Items

Sources

  1. Index
  2. Abm Strategy Framework
  3. 2026 04 05 Abm Strategy Seo Audit
  4. Bulk Meta Update Via Api
  5. Aviary Ppc Strategy