Aviary LinkedIn Sales Navigator for ABM
Overview
LinkedIn Sales Navigator is a required tool for Aviary's account-based marketing (ABM) outreach strategy. It enables targeted LinkedIn campaigns against a curated list of 91 priority accounts, and — critically — integrates with HubSpot to keep LinkedIn activity tracked alongside email and other touchpoints in a single system of record.
As of the last sync, client approval for Sales Navigator has not yet been secured. This is a blocker for the LinkedIn outreach leg of the ABM program. See [1] for overall client status.
Why Sales Navigator
The Aviary ABM plan calls for a two-channel outreach approach:
- Email drip — 5–7 emails over ~4 weeks via HubSpot Marketing Hub Pro
- LinkedIn campaigns — targeted outreach to decision-makers at the 91 priority accounts
Sales Navigator is needed for the LinkedIn leg because it allows:
- Targeted outreach to specific contacts by title, company, and seniority within the 91 accounts
- Org chart navigation — identifying executive sponsors, buyers, decision-makers, and end users within each account
- HubSpot integration — connecting Sales Navigator to HubSpot so LinkedIn activity (messages sent, InMails, profile views) is logged against contact and company records
Without Sales Navigator, LinkedIn outreach would be untracked and disconnected from the broader ABM workflow in HubSpot.
Account List Context
The target list is 91 companies, segmented in HubSpot. Before LinkedIn outreach can begin, each account needs to be enriched with:
- Key contacts by buying role (executive sponsor, decision maker, buyer, user)
- Phone numbers, direct emails, and LinkedIn profile URLs
- Company intelligence (revenue, employee count, tech stack, recent news)
Mark is handling this enrichment manually via ZoomInfo (the agency holds a single ZoomInfo license at ~$1,500/mo; it cannot be integrated directly into the client's HubSpot instance, so the workflow is: export from HubSpot → enrich in ZoomInfo → re-import).
Clay is also being used to load company-level insights for personalization. See [2] for the enrichment process.
HubSpot ↔ Sales Navigator Integration
Once the client purchases Sales Navigator, the integration with HubSpot allows:
- Syncing contact and company records between the two platforms
- Logging LinkedIn InMail and connection activity on HubSpot contact timelines
- Surfacing Sales Navigator insights (job changes, company news) directly in HubSpot contact records
This is important for ABM because it gives the team a unified view of where each account stands across both email and LinkedIn touchpoints.
Current Blockers
| Blocker | Owner | Status |
|---|---|---|
| Client approval for LinkedIn Sales Navigator | Sebastian | Pending |
| Client approval for HubSpot Marketing Hub Pro ($445/mo) | Sebastian | Pending |
| ZoomInfo enrichment of top 91 accounts | Mark | In progress |
| HubSpot email domain configuration | Mark | Not started (pending Marketing Hub upgrade) |
| Email template (design) | Sebastian + Raphael | Not started |
| Drip email content (5–7 emails) | Sebastian | Outline exists; full copy not written |
The email and LinkedIn channels are co-dependent on the HubSpot Marketing Hub Pro upgrade — automations and drip sequencing require Marketing Hub Professional, not just Sales Hub Professional (which is what Aviary currently has).
Action Items
- [ ] Sebastian to email Aviary requesting approval for LinkedIn Sales Navigator and HubSpot Marketing Hub Pro ($445/mo)
- [ ] Sebastian to confirm whether Aviary uses a separate email platform (to avoid conflicts with HubSpot email setup)
- [ ] Sebastian to request email template from Raphael / design team
- [ ] Sebastian to draft 5–7 outreach emails for the drip sequence (AI-assisted)
- [ ] Mark to complete ZoomInfo enrichment of top 91 accounts in HubSpot (assign owners, buying roles, phone numbers, LinkedIn URLs)
- [ ] Mark to load company insights into Clay for top 91 accounts
Related
- [1]
- [2]
- [3]
- [4]