--- title: ABM Strategy & HubSpot Implementation Review — 2026-04-05 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-02-11-aviaryai-weekly-call-121746286.md tags: - meeting - client:aviaryai - abm - hubspot - email-automation - sendgrid - seo - analytics - google-search-console - ga4 - linkedin-automation layer: 2 client_source: AviaryAI industry_context: saas transferable: false --- # ABM Strategy & HubSpot Implementation Review — 2026-04-05 ## Overview Weekly call reviewing the newly built ABM system for AviaryAI's 90 Tier 1 credit union accounts in HubSpot, the dual-tier outreach automation plan via SendGrid, and completion of the website analytics infrastructure. The session included a live walkthrough of HubSpot configuration and a real-time Google Search Console setup using newly obtained GoDaddy access. **Attendees:** - Mark Hope (Asymmetric) — lead - Sebastian Gant (Asymmetric) - Karly Oykhman (Asymmetric) - Aaron Grossman (AviaryAI) — primary client contact - Justin Dwyer (AviaryAI) - Abraham Blesson (AviaryAI) - Avokerie Onorimuo (Asymmetric) --- ## Key Decisions - **ABM scope capped at ~90 accounts.** Traditional ABM thinking keeps the high-touch list under 100; the remaining 410 accounts will receive a separate automated cold drip rather than being folded into the ABM pipeline. - **Email automation via SendGrid is the top priority** to make the 30-day, 7-touch sequence feasible for one rep (Aaron) across 90 accounts simultaneously. - **LinkedIn automation is unresolved.** Platform restrictions make this a hard problem; both Mark and Aaron will research solutions independently before the next call. - **Pipeline maintenance is reactive, not automated.** When wins/losses reduce pipeline volume, the team will manually promote accounts from the 410-account pool rather than auto-populating. - **Custom scoring matrix used for tiering** (not HubSpot's native lead scoring). Aaron requested the weighting breakdown; Mark will share it. --- ## ABM System — HubSpot Configuration ### Account Segmentation The 500-account credit union list was scored 0–100 on fit and segmented into three tiers: | Tier | Accounts | Treatment | |------|----------|-----------| | Tier 1 | 90 | High-touch ABM — full research + strategy docs, 30-day sequence | | Tier 2 | 40 | Future focus — cold drip for now | | Tier 3 | 36 | Future focus — cold drip for now | Custom HubSpot properties added: `Primary Use Case`, `Campaign Status` (values: Not Started → Sequenced → Engaged → Meeting Booked → Opportunity), `ABM Tier`, `Score`. All Tier 1 accounts assigned to Aaron. A new **ABM Pipeline** was created in HubSpot separate from the existing Sales Pipeline. Deals from both pipelines were deduplicated (8 overlapping deals merged). ### Per-Account Assets (90 × 2 documents) For each Tier 1 account, two documents were produced: 1. **Research Intelligence Doc** — NCUA financial snapshot, tech stack assessment, recent news/growth signals, pain point hypotheses, personalization hooks, peer credit union context, AviaryAI proof point mapping, competitive notes, and source links. 2. **Strategy Doc** — 30-day outreach sequence (day-by-day: emails + LinkedIn actions), cadencing rules (e.g., never two emails in the same week to the same person), pre-written email copy with A/B subject lines, contact profiles, and a breakup email for non-responders. Mark is uploading all 90 strategy docs to their respective HubSpot company records. Research docs are already accessible. ### Pipeline Workflow - Aaron manages deal stage updates directly in HubSpot (e.g., marking `Closed Won` removes the deal from the active pipeline view). - Orange County Credit Union — expected to close Friday; Aaron to mark `Closed Won` in the ABM Pipeline. - Team will monitor pipeline volume on calls and manually pull in new accounts from the 410-account pool as needed. --- ## Outreach Automation Plan ### Tier 1 — Email Automation (SendGrid) The 30-day sequence emails will be automated through SendGrid so Aaron only needs to handle LinkedIn touches manually. **Blocker:** Aaron needs to update the SendGrid sender account email to `asymmetric.com` before Sebastian can finalize the build. ### Tier 2/3 — Cold Drip (SendGrid) Sebastian has drafted a 10-email weekly drip campaign for the 410 lower-tier accounts. Logic: - **Trigger:** Account opens 3 emails (any order) → Aaron receives a notification to reach out personally. - **Positive response** → Account promoted to Tier 1 ABM sequence. Content is written; Sebastian needs SendGrid sender access resolved to build it out. ### LinkedIn Automation No solution identified yet. Key challenge is LinkedIn's platform restrictions against third-party automation. Mark has two research projects started; Aaron will consult his sales network. This is a parallel track — email automation proceeds regardless. ### Contingency If automation is delayed, a manual "minion" (part-time contractor) could be given Aaron's email login to execute the initial sends from a task list. Aaron is open to this. --- ## Website & Analytics Infrastructure ### SEO Website SEO score improved from **11 → 87** following Phase 1 technical fixes. Phase 2 shifts focus to content growth (new pages, CTA optimization for organic traffic). ### Analytics Stack — Now Complete | Tool | Status | |------|--------| | GA4 | ✅ Configured | | Google Tag Manager | ✅ Configured — events: `click to call`, `click to email`, `demo booked`, `newsletter sign up` | | Google Ads | ✅ Events mapped to goals | | Google Search Console | ⏳ Pending — GoDaddy DNS record added live during this call | **GoDaddy access** was obtained live during the call (Justin provided account access). Mark added the required DNS TXT record for Search Console ownership verification. Full connection to complete post-call. Mark will produce a multi-source SEO report pulling from Search Console, GA4, and other tools once Search Console is live. ### Content Roadmap - **Phase 1 (Fix):** Complete — technical SEO issues resolved. - **Phase 2 (Grow):** Adding content pages, improving user journey, optimizing CTAs. Justin to create a Jira account and request access from Sebastian to track content work. --- ## Action Items | Owner | Action | Notes | |-------|--------|-------| | Mark | Upload remaining 90 strategy docs to HubSpot; attach to company records | In progress | | Mark | Send ABM automation options to Aaron/Justin; implement 30-day email automation in SendGrid | Pending SendGrid sender fix | | Mark | Set up HubSpot automation: notify Aaron when account added to ABM pipeline | — | | Mark | Send scoring matrix/weights to Aaron and Justin | Aaron wants to review and potentially adjust | | Mark | Connect Google Search Console using new GoDaddy access | DNS record added; verify post-call | | Mark | Send multi-source SEO report to Justin | After Search Console is live | | Sebastian | Update SendGrid sender to `asymmetric.com`; build 10-email cold drip with 3-open alert | Content already written | | Sebastian | Resend Miro/Trello content journey link to Justin | Justin did not receive original | | Aaron | Close Orange County CU deal in HubSpot ABM Pipeline | Expected close Friday | | Aaron | Update SendGrid account email to `asymmetric.com` | Blocking Sebastian's build | | Aaron | Research LinkedIn automation tools with his sales network | Parallel to Mark's research | | Justin | Create Jira account; request access from Sebastian | For content roadmap tracking | --- ## Notable Transcript Moments > **Mark:** "There's one Aaron and there's 90 of these. ABM contacts, and you got to contact each one of them seven times — you do the math, it's pretty brutal." > **Aaron:** "I'd rather go through all 500 in six months." > **Aaron (on Dupaco's score):** "I'd love to see how you did the scores because Dupaco is on top of everybody's list because they call themselves innovative and they're just not." > **Mark (on contingency):** "We could find us a minion of sorts who could do some of this stuff — give them a login to your email and they could just go in and launch them." > **Aaron:** "Worst case scenario, work at night and I do the manual tasks with a glass of adult beverage — not a problem." --- ## Related - [[wiki/clients/current/aviary/_index]] - [[wiki/knowledge/abm/account-tiering-scoring]] - [[wiki/knowledge/crm/hubspot-abm-pipeline-setup]] - [[wiki/knowledge/outreach/sendgrid-drip-automation]] - [[wiki/knowledge/analytics/ga4-gtm-search-console-stack]]