---
title: Aviary Rescue Plan — Nurture Campaign, LinkedIn Ads & Website Rebuild
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-04-02-quarra-salesforce-working-call-135070080.md
tags:
- aviary
- client-at-risk
- lead-generation
- nurture-campaign
- linkedin
- google-ads
- abm
- hubspot
- wordpress
- orbit
- ses
layer: 2
client_source: AviaryAI
industry_context: saas
transferable: false
---

# Aviary Rescue Plan — Nurture Campaign, LinkedIn Ads & Website Rebuild

## Overview

Aviary's contract is at risk due to missed lead generation targets. A multi-pronged rescue strategy was developed during the April 2 working session to accelerate lead volume across email, LinkedIn, paid search, and the website. The plan addresses both immediate pipeline gaps and longer-term conversion infrastructure.

A complicating factor: Aviary's finance industry targets use **email security bots** that inflate open rates, making it difficult to distinguish genuine human engagement from automated scanning. This distorts performance metrics and requires channel diversification to generate reliable lead signals.

See also: [[wiki/clients/current/aviary/_index]] · [[wiki/knowledge/abm-playbook]]

---

## The Problem

- Lead targets have been missed, putting the contract at risk
- The existing ABM email channel is the primary outreach mechanism but is undermined by bot-inflated open rates
- No secondary high-engagement channel is currently active
- The website is slow and makes landing page creation difficult
- Google Ads have known audit findings that haven't been fully implemented

---

## The Four-Pronged Strategy

### 1. Bulk Nurture Campaign (Email)

**Goal:** Re-engage the large pool of contacts who are not currently in the active sales pipeline or ABM sequence.

**Execution:**
- Mark to build a HubSpot list of approximately **40,000 contacts** excluding anyone already in the ABM pipeline or actively worked in sales
- Campaign to be launched via **Orbit/SES** on a separate sending domain to protect deliverability
- Send limits to be configured before launch

**Owner:** Mark Hope  
**Status:** In progress — list build and Orbit/SES configuration underway

---

### 2. LinkedIn Outreach

**Goal:** Add a second, high-engagement channel to the ABM playbook to supplement email and generate leads from contacts who don't respond to email.

**Execution:**
- LinkedIn API is too restrictive for personalized automation at scale; **manual outreach** is required
- Mark to email Aaron (and Blessing) to request LinkedIn login credentials
- Once access is confirmed, hire a dedicated manual outreach resource to execute

**Owner:** Mark Hope  
**Status:** Blocked pending LinkedIn credential access from Aaron

**Note:** An additional **$500 budget request** to Aviary is needed to test LinkedIn ads in parallel with manual outreach. Sebastian to make this request.

---

### 3. Google Ads Optimization

**Goal:** Improve ad performance and conversion rates by implementing outstanding audit findings.

**Execution:**
- Sebastian to implement remaining audit tasks (URL fixes, business name/logo, LinkedIn overlays)
- Karly to handle audit items that require manual UI work
- Sebastian to upload the **Credit Union customer match list** to Google Ads as a customer match audience
- Sebastian to request the additional $500 LinkedIn ads budget from Aviary

**Owners:** Sebastian Gant (primary), Karly Oykhman (manual UI tasks)  
**Status:** Audit findings identified; implementation in progress

---

### 4. Website Rebuild (WordPress)

**Goal:** Improve site performance and enable faster, more flexible landing page creation to support lead gen campaigns.

**Execution:**
- Karly to contact **Eshak** for a time estimate to rebuild the Aviary site on WordPress
- Rebuild scope and timeline TBD pending Eshak's estimate

**Owner:** Karly Oykhman  
**Status:** Not started — awaiting time estimate

---

## Action Items

| Task | Owner | Status |
|------|-------|--------|
| Build HubSpot list (~40k contacts), configure Orbit/SES, set send limits, begin sends | Mark Hope | In progress |
| Email Aaron/Blessing re: LinkedIn login; hire manual outreach resource | Mark Hope | Blocked |
| Fix Aviary Trust Center DNS (Cloudflare CNAME) | Mark Hope | Open |
| Update Google Ads: set final URLs, link business name/logo, add LinkedIn overlays | Sebastian Gant | Open |
| Upload Credit Union contacts to Google Ads Customer Match | Sebastian Gant | Open |
| Request additional $500 budget from Aviary for LinkedIn ads test | Sebastian Gant | Open |
| Implement Google Ads audit tasks requiring manual UI work | Karly Oykhman | Open |
| Email Eshak re: WordPress rebuild timeline | Karly Oykhman | Open |

---

## Context & Background

This rescue plan was developed in the April 2 working session attended by Mark Hope and Karly Oykhman, with Sebastian Gant joining partway through. The session also covered Salesforce development work for Quarra and a broader discussion of Asymmetric's value proposition — see [[wiki/knowledge/asymmetric-value-proposition]] for that thread.

The bot-inflation problem with email open rates is a known issue in financial services ABM. The LinkedIn and Google Ads channels are partly intended to provide cleaner engagement signals alongside raw lead volume.