--- title: ABM, Organic & ROI Calculator Alignment — 2026-01-28 type: article created: '2026-01-28' updated: '2026-04-05' source_docs: - raw/2026-01-28-aviaryai-weekly-call-117982971.md tags: - meeting - aviaryai - abm - organic-seo - ppc - hubspot - apollo - linkedin-sales-navigator - roi-calculator - content-strategy - website-navigation - credit-unions - voice-agent - knowledge-base - sales-enablement layer: 2 client_source: AviaryAI industry_context: saas transferable: false --- # ABM, Organic & ROI Calculator Alignment — 2026-01-28 Weekly sync with AviaryAI covering ABM account enrichment progress, email platform decision, Voice Agent-first website strategy, keyword research insights, journey draft prioritization, and phased ROI calculator build plan. **Attendees:** Sebastian Gant, Mark Hope, Karly Oykhman, Avokerie Onorimuo (Asymmetric) · Aaron Grossman, Justin Dwyer, Abraham Blesson (AviaryAI) --- ## Overview The call reviewed active workstreams across ABM, organic/SEO, and sales enablement. The two top priorities coming out of the meeting are: (1) completing enrichment of the top 100 tier-1 ABM accounts to enable outreach starting the following Monday, and (2) publishing the three journey drafts (Collections, Dormancy, New Member Onboarding) as hidden sales assets. A phased ROI calculator build was also scoped and aligned on. --- ## Key Decisions ### Website Strategy: Voice Agent First The site will maintain a "Voice Agent first" narrative. The Knowledge Base product will **not** appear in the main navigation — it will be referenced as a feature/section within the Voice Agent page. This preserves message clarity and avoids diluting the core story. The Safety & Security page must remain a top-level navigation item. > *"The trouble we've been having this whole time... is just the idea of distracting from the main focus... the best performing story that we can tell has been The Voice Agent."* — Justin Dwyer ### Email Platform: Decision Pending (Blocker) Two options are on the table for ABM drip campaigns: - **Option 1 (Asymmetric recommendation):** Upgrade HubSpot to Marketing Pro for native automation and unified data. - **Option 2:** Continue with Apollo + SendGrid (SendGrid currently used for transactional product emails only). Aaron will review HubSpot Marketing Pro pricing and decide. **This is a blocker for launching the drip campaign.** ### ROI Calculator: Phased Build - **Phase 1 (immediate):** Hidden web page for Aaron to use on sales calls. Inputs pre-fillable with prospect data. PDF export. Pricing to reflect latest deck ($0.60 / $0.50 / $0.40 per tier). - **Phase 2 (future):** Public self-serve lead magnet with email gate. - **Personalization:** Asymmetric will explore a lightweight method to swap in a prospect's logo and accent color for ABM calls — low effort if feasible, otherwise defaults to AviaryAI branding. --- ## Action Items ### AviaryAI Team - [ ] Grant Asymmetric a LinkedIn Sales Navigator seat — invite `tmat@asymmetric.pro` (@Aaron Grossman) - [ ] Decide on email platform (HubSpot upgrade vs. Apollo + SendGrid) and inform Sebastian (@Aaron Grossman) - [ ] Send client logos (SVG preferred) + AUM and member counts to Sebastian for journey pages (@Justin Dwyer) - [ ] Ask Blessin whether a recurring 30-min weekly status check is needed; report back next Wednesday (@Aaron Grossman, @Justin Dwyer) ### Asymmetric Team - [ ] Resend brand guidelines PDF to Aaron/Justin with "Powered by Cambio" removed (@Sebastian Gant) - [ ] Complete enrichment of top 100 tier-1 ABM accounts in HubSpot by EOW (target: Feb 2) (@Sebastian Gant) - [ ] Publish journey drafts (Collections, Dormancy, New Member Onboarding) as hidden pages with logos, AUM, and member counts — **top priority** (@Sebastian Gant) - [ ] Build Miro sitemap/nav board and share with Aaron/Justin (@Sebastian Gant) - [ ] Build blog topic calendar and share with Aaron/Justin (@Sebastian Gant) - [ ] Add competitor comparison tab to organic analysis doc using SpyFu data; share with Aaron/Justin (@Sebastian Gant) - [ ] Build ROI calculator as hidden page with export and hidden pricing; update pricing to match latest deck (@Sebastian Gant) - [ ] Explore prospect logo/accent color personalization for ROI calculator (@Sebastian Gant) - [ ] Post meeting notes and next steps with target dates to shared Drive (@Sebastian Gant) - [ ] Set up Slack channel with Aaron/Justin for async updates (@Sebastian Gant) - [ ] Schedule ABM sales funnel training call with Aaron once outreach is ready (@Mark Hope / @Sebastian Gant) --- ## Topic Notes ### ABM Account Enrichment Sebastian's team is building full company profiles for the top 100 tier-1 accounts in HubSpot — org charts, key contacts, and firmographic data pulled from ZoomInfo. Enrichment target: end of week (Feb 2). Outreach to begin the following Monday. Outreach channels: - **LinkedIn:** Sales Navigator seat needed for Asymmetric (`tmat@asymmetric.pro`) - **Email:** Platform TBD pending Aaron's HubSpot pricing review A dedicated call may be scheduled to walk Aaron through the ABM sales funnel before leads start flowing. ### Organic Strategy & Keyword Insights Key findings from the keyword analysis: | Signal | Insight | |---|---| | "AI voice agents" | High intent; core term to own | | "Loan servicing" / "loan payment reminder" | ~1,000% YoY growth; reflects current economic delinquency trends | | "Collections" / "delinquency" | High-volume use case; prioritize in navigation and content | | "Onboarding" | Declining YoY; reframe as "early member engagement" | | "Knowledge base" | High volume but wrong audience; crowded category; not a priority | | "Glia alternative" | Low-cost SEO opportunity to capture high-intent competitor traffic | | Credit union-specific terms | Low volume but high intent; ABM and partner channels are primary acquisition path | Justin noted that "member experience" and "member engagement" framing may better capture intent than "onboarding" for the relevant use case page. A competitor analysis tab will be added to the organic strategy doc using SpyFu to surface keyword gaps and page structure insights from competitors (list in shared G Drive). ### Journey Drafts (Sales Assets) Justin uploaded three journey drafts to the shared G Drive: **Collections**, **Dormancy**, and **New Member Onboarding**. These are first drafts structured around AviaryAI's crawl/walk/run implementation story. They are client-agnostic and intended as hidden sales pages — not for organic ranking. Each page needs: - Client logos (SVG preferred) - AUM and member count stats - Asymmetric to apply consistent template for speed Content from these drafts will also inform future use case pages on the main site. ### PPC GTM configuration still in progress (Mark). Paid campaigns remain lower priority vs. ABM and organic foundations. Low-budget insight campaigns planned once tracking is in place. ### Project Management & Communication Blessin (AviaryAI) is not attending weekly calls and has limited visibility into project status. Proposed solutions: - Sebastian to post meeting notes + next steps with target dates to shared Drive after each call - Slack channel to be set up for quick async updates - Aaron and Justin to ask Blessin whether a recurring 30-min weekly status check is needed; decision by next Wednesday's call --- ## Related - [[wiki/clients/current/aviary/_index]] - [[wiki/clients/current/aviary/roi-calculator]]