--- title: Marketing Kickoff — 2026-04-05 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-12-30-aviaryai-marketing-kickoff-111269995.md tags: - meeting - client - aviaryai - credit-unions - voice-ai - gtm - pricing - onboarding - sales-enablement - fintech - marketing-strategy - kickoff layer: 2 client_source: AviaryAI industry_context: saas transferable: false --- # Marketing Kickoff — 2026-04-05 ## Overview Kickoff call to align on marketing strategy for the AviaryAI engagement. The session covered the product and its core use cases, go-to-market positioning, pricing structure, deployment process, content assets currently in production, and immediate next steps for platform access and a weekly working cadence. **Attendees:** - Abraham (Blesson) Abraham — AviaryAI (external) - Justin Dwyer — AviaryAI (external) - Aaron Grossman — AviaryAI (external) - Mark Hope — Asymmetric --- ## Product Overview AviaryAI provides fully conversational, outbound voice agents powered by proprietary LLMs, targeted at credit unions (CUs). The platform addresses a core CU problem: a non-sales-oriented culture and limited staff resources make proactive member outreach nearly impossible at scale. **Primary use cases:** - **Collections** — Secure payment commitments; payment processing is on the roadmap - **Member Onboarding** — Welcome new members, drive product adoption, surface cross-sell opportunities (especially for indirect loan members who have no prior CU relationship) - **Dormancy Reactivation** — Engage "zombie accounts" that cost money to maintain but generate no value - **Card Activation** — Follow up with members who haven't activated new cards - **System Conversion / Merger Campaigns** — Proactively notify large member bases ahead of banking system changes to suppress contact center spikes (typically ~400% post-merger; AviaryAI clients have seen this reduced to 50–100%) **Key capabilities:** - Natural, two-way conversational voice (proprietary LLMs, low-latency design) - Automated workflow triggers: call transfers, emails, SMS, appointment scheduling - Human-in-the-loop escalation (e.g., Microsoft Teams notifications) - Real-time call monitoring dashboard with full call history, metrics, and flagging - Client-specific knowledge bases (vector DB approach) for contextual responses **Current client base:** ~32 clients, all credit unions and insurance companies. Community banks are on the near-term roadmap. --- ## Go-to-Market Strategy ### Target Audience Business-side decision makers — **COO, CMO, CFO, Chief Lending Officer, VP-level** — deliberately bypassing IT to avoid lengthy integration timelines. The pitch is framed as a business initiative, not a technology project. ### Positioning AviaryAI de-risks adoption by delivering fast ROI through a managed, low-IT-burden deployment. The analogy used internally: like the credit union co-op shared branch network of the 1990s, this gives CUs a capability they've never had before — proactive, scalable member outreach. **Pain vs. aspiration framing:** - **High urgency / clear pain:** Collections, merger/conversion campaigns (predictable cost if ignored) - **Latent pain:** Member onboarding failures, dormant accounts — prospects often know the problem exists but have accepted it; sales motion involves surfacing the cost of inaction ### Deployment Process (2–4 weeks) AviaryAI manages the full deployment; client IT involvement is minimal (help desk-level tickets only): 1. **Kickoff** — Identify first use case for a quick win 2. **Conversational Design** — Map conversation flow, goals, and success metrics 3. **Automation Planning** — Define agent actions (transfers, emails, texts, scheduling) 4. **Data Planning** — Specify data inputs from client and outputs back to client 5. **Testing** — Internal testing + live client sessions to validate brand voice 6. **Launch** **Data integration approach:** - **Initial (fast path):** Client extracts a CSV, uploads via SFTP — a process CUs already know. AviaryAI makes calls and returns an output CSV. Enables deployment in ~1–2 weeks. - **Long-term:** API integrations with core banking systems (collections tools, LOS, core platforms) for full automation and time-based attribution. These integrations take 4–6 months and are pursued after initial ROI is proven. ### ROI Measurement - **Direct:** Collections recovery, contact center cost savings on merger/conversion campaigns - **Indirect:** Control group experiments (called vs. not called) to measure lift on card activation, dormancy reactivation, and new product adoption - **Attribution gap:** True conversion events (new accounts, transactions) live in the client's core banking system; time-based attribution via API integration is in early development with select clients --- ## Pricing | Tier | Setup Fee | Annual Commitment | |---|---|---| | Starter | $5,000 | $35,000 | | Growth | $5,000 | $45,000 | | Elevated | $10,000 | $85,000 | - Revenue model: annual commitment covers a tiered volume of calls (higher volume = lower cost per call) - Summary range communicated to prospects: **$5k–$10k setup + $40k–$100k annual** - Full pricing breakdown to be shared via asset pack --- ## Content Assets in Production ### Video Testimonials - ~9 hours of raw footage from **BCU** and **Skyla** - Being edited into 30–75 second clips targeting specific value props and common objections - ~3 videos near completion; ~6 total in pipeline - **Draft timeline: January 5** - Goal: replace outdated website content; provide Aaron and Blesson with sales outreach assets ### Enhanced Product Demos - New video demos for key use cases (member onboarding, dormancy) - Will include visual feature showcases: multi-language support, SMS sending, Teams/human-in-the-loop notifications - Currently in production ### Case Studies - **Skyla Collections** — specific named case study - **Generalized use case studies** — member onboarding journey, dormancy reactivation journey; will include metrics - **Draft timeline: end of current week / start of next** - Justin noted interest in publishing to Webflow immediately upon receipt, even before SEO optimization --- ## Key Decisions - **Weekly sync cadence established:** Wednesdays at 3:00 PM CT - **Admin email for all platform access:** `team@asymmetric.pro` - **CRM:** HubSpot only (no Salesforce) - **Website platform:** Webflow - **Immediate priority:** Get platform access and content assets transferred so work can begin; website conversion optimization and landing pages are the near-term focus over restructuring the existing site --- ## Action Items | Owner | Action | Due | |---|---|---| | Mark Hope | Send email detailing required platform access (Webflow, GA4, Search Console, Tag Manager, HubSpot, LinkedIn, Google Ads) and content assets needed | ASAP | | Mark Hope | Send Google Ads MCC account number for manager access | ASAP | | Mark Hope | Create and share Google Drive folder with Justin, Aaron, Blesson | ASAP | | Justin Dwyer | Grant `team@asymmetric.pro` admin access to all digital platforms | ASAP | | Justin Dwyer / Aaron Grossman | Deliver asset pack: product fact sheet, value props, cleaned ICP research, brand guide, sales decks, pricing sheet | ASAP | | Justin Dwyer | Deliver case study drafts (Skyla Collections + generalized use cases) | End of week / early next week | | Justin Dwyer | Deliver video testimonial drafts (BCU, Skyla) | ~January 5 | | All | Attend weekly sync — Wednesdays 3:00 PM CT | Recurring | --- ## Related - [[wiki/clients/current/aviary/_index]]