--- title: Weekly Marketing Review — 2026-03-18 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-03-18-aviaryai-weekly-call-131064351.md tags: - meeting - client:aviaryai - abm - seo - google-ads - email-marketing - linkedin - youtube - video-strategy - hubspot - lead-generation - credit-unions - fintech - strategy-pivot layer: 2 client_source: AviaryAI industry_context: saas transferable: false --- # Weekly Marketing Review — 2026-03-18 **Client:** [[wiki/clients/current/aviary/_index|AviaryAI]] **Meeting type:** Weekly sync **Recording:** [Fathom](https://fathom.video/calls/603777121) ## Overview Weekly marketing review focused on a critical inflection point: the current ABM campaign is not generating sales-qualified leads against a contractual target of 6–12 SQLs/month. The team agreed to pivot to a dual-tier outreach strategy while continuing to build SEO momentum and launching a new video/LinkedIn content program. **Attendees:** | Name | Company | Role | |---|---|---| | Aaron Grossman | AviaryAI | Sales | | Justin Dwyer | AviaryAI | Internal stakeholder | | Abraham Blesson | AviaryAI | Founder/LinkedIn presence | | Mark Hope | Asymmetric | Account lead | | Karly Oykhman | Asymmetric | Content/SEO | | Sebastian Gant | Asymmetric | Copywriter | | Avokerie Onorimuo | Asymmetric | — | --- ## Key Decisions ### 1. ABM Strategy Pivot — Dual-Tier Approach The current single-contact ABM campaign (264 emails sent, 30 human opens, 18 human clicks, 0 SQLs) is not generating enough volume or response to hit contractual targets. The team agreed to restructure: - **Tier 1 — Top 2,000 CUs:** Continue highly personalized, AI-generated outreach. Aaron will send Mark a spreadsheet of 200–300 new contacts every Monday via Slack. Mark's team handles HubSpot import. - **Tier 2 — Remaining ~60,000 contacts:** Launch a broad, less-personalized nurture campaign via Amazon SES. All contacts not in Aaron's active HubSpot sales pipeline (currently 69 contacts) are eligible. - **Exclusion list:** Mark will build a HubSpot segment from Aaron's active pipeline and use it as a suppression list across all campaigns. > *"Outside of that sales pipeline in HubSpot, we can literally spam them all day, every day."* — Aaron Grossman **Lead definition clarification needed:** Aaron flagged that the contract target of 6–12/month refers to **sales-qualified leads** (SQLs), not marketing-qualified leads (MQLs). Mark will pull the agreement to confirm the exact definition. ### 2. SEO — Optimize Existing Newsletter Content Karly proposed optimizing the 36+ existing newsletter articles already on the site for keywords, meta descriptions, and alt text. Justin gave blanket approval. Goal is to increase Google's indexed keyword count and boost organic authority — not to revive the newsletter itself. The dormant MailChimp list (~66 contacts, email-only) will be exported by Justin and sent to Mark for hygiene and potential nurture use. ### 3. Video & LinkedIn Content Plan - **YouTube revamp:** Optimize titles/descriptions with target keywords, add external links, create new thumbnails for existing videos. Upload all 12+ case study MP4s (Justin to provide hard files; Asymmetric team already added as manager on the channel). - **LinkedIn repurposing:** Break case study videos into short clips for the AviaryAI company page. Karly will draft a content calendar with posts staged for Justin's review before publishing. - **Blessin's personal LinkedIn:** Aaron and Justin will jointly ask Blessin to share his Claude-generated content calendar and, if willing, provide login credentials so Asymmetric can post/comment on his behalf. ### 4. Website Rebuild — Flagged for Future Discussion Mark flagged that the current Webflow site is a significant operational blocker — fixes require GTM code injection workarounds. A rebuild in WordPress was proposed as a future initiative. Tabled for next month's discussion. --- ## Performance Snapshot ### ABM Email Campaign | Metric | Value | |---|---| | Accounts in sequence | 101 (second batch loading) | | Emails sent (total) | 264 | | Human open rate | 11% (30 opens) | | Human clicks | 18 | | Bot activity filtered | 499 opens/clicks | | SQLs generated | 0 | | Contractual SQL target | 6–12/month | ### SEO | Metric | Value | |---|---| | Site health score | 98 | | Domain Rating | 18 (↑11) | | Weekly clicks | 124 (↑ from 13 — ~10x) | | Status | High impressions on key terms; clicks improving; conversions next priority | Notable impression-generating queries with low click conversion: "Outbound Voice AI," "Leading Voice AI Technology for Financial Compliance," "AI Outbound Call," "Outbound AI Voice Agent." ### Google Ads | Metric | Value | |---|---| | Impressions (last 30 days) | 4,700 | | CTR | 7.5% (healthy) | | Conversions | 0 | | Blocker | Advertiser verification failing — name mismatch (Cambio Financial Health Inc. vs. AviaryAI) | | Verification deadline | April 12 | --- ## Action Items | # | Owner | Task | Due | |---|---|---|---| | 1 | Mark Hope | Pull contract; confirm SQL definition; share with Aaron | ASAP | | 2 | Justin Dwyer | Send IRS FEIN letter to Mark for Google Ads verification | ASAP — deadline Apr 12 | | 3 | Karly Oykhman | Begin SEO optimization of 36+ newsletter articles (meta, alt text, keywords) | Ongoing | | 4 | Justin Dwyer | Export MailChimp list; send to Mark for hygiene and nurture | This week | | 5 | Karly Oykhman | Share video strategy doc with Justin, Aaron, and Mark | This week | | 6 | Justin Dwyer | Share Vimeo folder access with Karly, Mark, Sebastian | This week | | 7 | Justin Dwyer | Provide hard MP4 files for all 12+ case study videos | This week | | 8 | Justin Dwyer | Grant Asymmetric high-level access to AviaryAI YouTube channel | This week | | 9 | Aaron Grossman | Ask Blessin to share LinkedIn content calendar with Mark and Karly | This week | | 10 | Aaron Grossman | Share personal LinkedIn post plan with Mark and Karly | This week | | 11 | Aaron Grossman + Justin Dwyer | Ask Blessin for LinkedIn login for posting/comment management | This week | | 12 | Karly Oykhman | Draft AviaryAI company LinkedIn content calendar; stage posts for Justin review | Ongoing | | 13 | Mark Hope | Build HubSpot exclusion list from Aaron's active sales pipeline | Before next campaign send | | 14 | Mark Hope | Implement dual-tier ABM strategy; begin Tier 2 nurture build | Next week | | 15 | Aaron Grossman | Send 200–300 new CU contact spreadsheets to Mark via Slack every Monday | Weekly, starting next Mon | | 16 | Sebastian Gant | Confirm developer timeline for case studies archive page | This week | | 17 | Justin Dwyer | Review Sebastian's copy (Figma, blogs, vertical site) and provide feedback | EOW | --- ## Notable Transcript Excerpts **On ABM volume and urgency:** > "We only have four more months in this contract. If Blessin doesn't see the response, the contract's not going to extend. So let's just blow it out of the water." — Aaron Grossman **On the dual-tier pivot:** > "Take the top 2,000, really personalize those — it's got to be a number we can handle — and then take the rest of that 60,000 and put them in more standard marketing." — Mark Hope **On SEO click growth:** > "When we started talking to you, you were getting 13 clicks a week. Now we're getting 124. That's a tenfold increase in the number of people actually seeing your website." — Mark Hope **On the Webflow site as a blocker:** > "Today I found a bunch of mistakes and the only way I could fix them was by injecting code through Google Tag Manager. It's like duct tape and bailing wire." — Mark Hope --- ## Related - [[wiki/clients/current/aviary/_index|AviaryAI Client Overview]]