Aviary HubSpot Marketing Hub Setup

Overview

Aviary's HubSpot instance requires a tier upgrade and configuration work before the ^[1] ABM campaign can launch. As of the source meeting, the account is on Sales Hub Professional only — marketing automation, email drip campaigns, and domain-verified sending are all gated behind Marketing Hub Professional, which is not yet active.

This article covers the required upgrade, email configuration, contact enrichment workflow, and automation setup needed to execute the ABM strategy.

Current HubSpot State

Blocker: Email automation and drip sequences cannot be built until Marketing Hub Professional is activated. Sebastian must obtain client approval for the upgrade before any campaign work proceeds.

Required Upgrade

Plan: HubSpot Marketing Hub Professional
Cost: $445/month
Why it's needed:
- Email automation and drip campaign workflows require Marketing Hub Pro
- Without it, HubSpot cannot send sequenced emails or trigger follow-up actions based on contact behavior
- The client's goal of a 5–7 email drip over 4 weeks is not executable on the current plan

Action required: ^[2] to email Aviary requesting approval for the upgrade and confirming whether they use a separate email platform (e.g., Mailchimp) that might conflict with or replace HubSpot email.

Email Domain Configuration

Once Marketing Hub Pro is active, the sending domain must be configured inside HubSpot before any campaigns can go out.

Steps:
1. Navigate to HubSpot → Settings → Marketing Email → Sending Domains
2. Add and verify Aviary's sending domain (DNS records added in Cloudflare or their registrar)
3. Confirm DKIM/DMARC alignment with existing DNS records (Aviary already has DKIM selectors and a DMARC record in Cloudflare — coordinate with ^[3] to avoid conflicts)
4. Set up a branded email template with Aviary's logo — Raphael and the design team to assist

Related: ^[4] DNS work provides a reference pattern for coordinating domain changes without disrupting email (MX/Barracuda records, selectors).

Contact Enrichment via ZoomInfo

The top-91 ABM segment currently lacks the data density needed for effective outreach — many accounts are missing phone numbers, org charts, LinkedIn profiles, and role assignments.

Enrichment Process

Because Asymmetric holds a single ZoomInfo account ($1,500/month) that cannot be directly integrated with a client's HubSpot instance, enrichment is a manual export/import workflow:

1. Export the top-91 segment from HubSpot as a CSV
2. Match records in ZoomInfo to pull:
   - Direct and mobile phone numbers
   - Email addresses
   - LinkedIn profile URLs
   - Job titles and tenure
   - Revenue, employee count, and technology stack
   - Org chart / reporting structure
   - Company intelligence feed (recent hires, announcements, funding)
3. Reconcile any conflicting email addresses between HubSpot and ZoomInfo
4. Re-import enriched CSV into HubSpot, updating contact and company records
5. Assign buying roles to key contacts (Executive Sponsor, Decision Maker, Buyer, User/Champion)
6. Assign a company owner to every account in the segment

Owner: Mark is handling enrichment for the top-91 list.

ZoomInfo Engagement Signals

ZoomInfo flags contacts with a flame icon (🔥) when they are statistically likely to engage with outreach based on historical open/response behavior. Prioritize these contacts for the first wave of outreach.

ABM Segment Structure

The client (Aaron) created two segments in HubSpot. The primary target is the top-91 account list.

For each account, the goal is to have:
- At least one contact per buying role (Executive Sponsor, Decision Maker, Buyer, User)
- Phone numbers (direct + mobile where available)
- LinkedIn profile URL
- Company owner assigned in HubSpot
- Recent company insight loaded (via ZoomInfo or ^[5])

Marketing Automation Plan

Once Marketing Hub Pro is active and the domain is configured, the planned automation is:

• Channel: Email drip + LinkedIn (via Sales Navigator)
• Sequence: 5–7 emails over ~4 weeks
• Personalization: Company-specific insights pulled from ZoomInfo or Clay, incorporated into email copy to increase relevance
• LinkedIn integration: HubSpot connects to LinkedIn Sales Navigator to log outreach activity and track engagement alongside email

Content tasks (Sebastian):
- Draft 5–7 outreach emails (AI-assisted, using ZoomInfo/Clay insights as inputs)
- Work with Raphael and design team to produce a branded HubSpot email template
- Confirm email strategy aligns with any existing email platform Aviary may be using

LinkedIn Sales Navigator Requirement

LinkedIn Sales Navigator is required to:
- Execute targeted LinkedIn outreach to ABM contacts
- Sync LinkedIn activity back into HubSpot contact records
- Track engagement signals across both email and LinkedIn in one place

Cost: Paid subscription (not free); client must approve.
Action required: Sebastian to include Sales Navigator approval request alongside the Marketing Hub Pro ask.

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