Aviary ABM Strategy — Apollo, SendGrid, Sales Navigator
Overview
Aviary's ABM program runs on their existing tool stack — Apollo, SendGrid, HubSpot, and LinkedIn Sales Navigator — avoiding any new software spend. The strategy splits into two parallel tracks: email outreach and LinkedIn account-based engagement.
See also: [1] | [2]
Email Outreach Track
Stack
| Tool | Role |
|---|---|
| Apollo | Lead generation and prospecting (analogous to ZoomInfo) |
| HubSpot | List management, activity tracking, CRM of record |
| SendGrid | Email send platform; tracks opens and engagement |
Process
- Build lists in Apollo — search and export target contacts matching ICP criteria
- Import into HubSpot — manage contacts, segment lists, and log activities
- Execute campaigns via SendGrid — connect SendGrid to HubSpot so open/click data flows back into contact records
Access Requirements
- Apollo: Admin login needed for Mark to access without 2FA friction. Aaron (Aviary) should create a dedicated team user.
- SendGrid: Same requirement — admin or teammate access. The Essentials plan ($19.95/mo) supports one additional teammate; Pro ($89/mo) supports more. If the team needs Raphael or others in the account, upgrading to Pro or requesting a shared
team@asymmetriclogin is the path forward. - Owner: Mark Hope manages SendGrid setup and HubSpot integration once credentials are received.
LinkedIn ABM Track
Stack
| Tool | Role |
|---|---|
| LinkedIn Sales Navigator | Account monitoring, lead recommendations, engagement |
Process
- Upload top 50 target accounts as a CSV into Sales Navigator
- Monitor account activity — Sales Navigator surfaces posts, job changes, and buying signals for tracked accounts
- Engage to build rapport — reply to posts, comment on updates from target contacts before outreach
- Use lead recommendations — Sales Navigator suggests additional contacts at target accounts based on connection paths and buyer intent signals
Training Plan
Aaron Grossman (Aviary) already has a Sales Navigator subscription. Rather than taking over his account, Sebastian will run a 45-minute training call to walk Aaron through:
- Uploading the account list via CSV
- Setting up account and lead lists
- Reading the activity feed and engagement signals
- Messaging and smart links features
Owner: Sebastian Gant schedules and leads the training call.
Key Decisions
- No new tools. HubSpot Marketing Pro was considered and declined due to cost. The Apollo → HubSpot → SendGrid flow achieves the same outcome with existing subscriptions.
- Train, don't take over, Sales Navigator. Aaron expressed a desire to learn the platform himself. Sebastian will coach rather than operate it on his behalf.
- Admin access is a prerequisite. Email outreach cannot begin until Mark has non-2FA logins for Apollo and SendGrid. Sebastian is responsible for requesting these from Aaron.
Action Items
- [ ] Sebastian — Contact Aaron to request admin/teammate logins for Apollo and SendGrid
- [ ] Sebastian — Schedule 45-minute Sales Navigator training call with Aaron
- [ ] Mark — Set up SendGrid, organize contact lists, and connect to HubSpot once credentials are received
- [ ] Mark — Enrich tier-one account list in HubSpot in parallel
Open Questions
- Does Aviary's current SendGrid plan have enough teammate slots, or will they need to upgrade to Pro?
- Should the Asymmetric team operate under a shared
team@asymmetricSendGrid user, or individual logins per operator?