---
title: Aviary HubSpot ABM Configuration
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-01-14-impromptu-zoom-meeting-114312862.md
tags:
- hubspot
- abm
- aviary
- attribution
- campaign-management
- callrail
- utm
- email-automation
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Aviary HubSpot ABM Configuration

HubSpot is the system of record for all Aviary ABM activity. This article documents the configuration requirements, naming conventions, and automation setup needed to support Aviary's Account-Based Marketing strategy and capture full attribution data across channels.

## Context

Aviary's primary go-to-market motion is ABM — treating 50–100 high-value accounts as "markets of one." HubSpot must be configured to reflect this structure: tracking engagement at the account level (not just the lead level), capturing multi-channel attribution, and supporting coordinated sales and marketing outreach across verticals.

See [[clients/aviary/_index]] for overall client context and [[knowledge/abm/abm-strategy-framework]] for the underlying ABM methodology.

## Campaign Naming Convention

All HubSpot campaigns should follow this structure:

```
ABM2026_[Vertical]_Q[Quarter]
```

**Examples:**
- `ABM2026_CreditUnion_Q2`
- `ABM2026_CommunityBank_Q2`
- `ABM2026_FinancialServices_Q3`

Each campaign maps to one vertical and one quarter. Individual target accounts (10–15 per tier-one vertical) are associated with the relevant campaign. This structure enables vertical-level performance reporting and clean attribution rollups.

## Account-Level Tracking Setup

HubSpot must be configured to measure account engagement, not just individual lead activity. Required custom fields and objects:

### Custom Company Properties
- `ABM Tier` — values: Tier 1 / Tier 2 / Tier 3
- `ABM Vertical` — e.g., Credit Union, Community Bank, Financial Services
- `ABM Campaign` — maps to campaign naming convention above
- `ABM Research Status` — values: Not Started / In Progress / Complete
- `ABM Outreach Status` — values: Not Started / Active / Responded / Closed

### Target Account List
- Create a static list per vertical of target accounts
- Enrich via ZoomInfo and Clay before importing
- Tier classification should be applied at import based on revenue, fit score, and strategic priority

## Email Templates

Three core email templates should be created in HubSpot for ABM outreach sequences:

1. **Initial Outreach** — personalized to the account's specific pain point; references their vertical and known challenges
2. **Follow-Up (Value Add)** — shares a relevant case study, insight, or resource; no hard ask
3. **Meeting Request** — direct ask for a demo or discovery call; references prior touchpoints

Templates should use HubSpot personalization tokens for `Company Name`, `Contact First Name`, and `ABM Vertical` to support account-level personalization at scale.

## Automation Rules

Configure HubSpot workflows to:

- Enroll contacts in the appropriate email sequence when `ABM Outreach Status` is set to `Active`
- Notify the assigned sales rep when a target account contact opens an email 3+ times or clicks a CTA
- Update `ABM Outreach Status` to `Responded` when a contact replies or books a meeting
- Log all LinkedIn and direct mail touchpoints manually via the HubSpot activity feed (no native automation available for these channels)

## Landing Page Tracking

Aviary requires approximately 6 landing pages in Webflow — 2 for PPC campaigns and 4 for ABM verticals. Each page must be tracked in HubSpot via:

- **Embedded HubSpot forms** on each landing page (preferred over native Webflow forms for CRM capture)
- **Campaign association** — form submissions should auto-associate with the correct `ABM2026_[Vertical]_Q[Quarter]` campaign
- **UTM parameters** on all inbound links to landing pages (see below)

## UTM Parameter Structure

All campaign links — email, LinkedIn, paid, direct — must include UTM parameters for attribution:

| Parameter | Convention | Example |
|---|---|---|
| `utm_source` | Channel | `linkedin`, `email`, `google` |
| `utm_medium` | Medium type | `paid`, `organic`, `outbound` |
| `utm_campaign` | Campaign name | `ABM2026_CreditUnion_Q2` |
| `utm_content` | Ad or email variant | `outreach-v1`, `followup-case-study` |

HubSpot's native UTM tracking should be enabled under **Reports → Attribution** to capture these parameters on form submissions automatically.

## CallRail Integration for Vertical-Specific Phone Tracking

Each ABM vertical landing page should have a unique phone number provisioned via CallRail. This enables call attribution by vertical without relying solely on form fills.

**Setup steps:**
1. Create one CallRail number per vertical (e.g., one for Credit Union, one for Community Bank)
2. Route all numbers to Aviary's main sales line
3. Connect CallRail to HubSpot via the native CallRail integration (available in HubSpot App Marketplace)
4. Tag inbound calls with the corresponding `ABM Vertical` and `ABM Campaign` values

This gives the team a complete picture of account engagement: email opens, landing page visits, form fills, and inbound calls — all tied to the originating campaign.

## Action Items

- [ ] Add custom ABM company properties to HubSpot (`ABM Tier`, `ABM Vertical`, `ABM Campaign`, `ABM Research Status`, `ABM Outreach Status`) — **Mark Hope**
- [ ] Create three core email templates in HubSpot with personalization tokens — **Mark Hope**
- [ ] Build HubSpot workflows for ABM outreach enrollment and sales notifications — **Mark Hope**
- [ ] Configure UTM tracking in HubSpot Reports → Attribution — **Mark Hope / Sebastian Gant**
- [ ] Provision CallRail numbers per vertical and connect to HubSpot — **Sebastian Gant**
- [ ] Embed HubSpot forms on all 6 Webflow landing pages and associate with campaigns — **Sebastian Gant / Eshock**

## Related

- [[clients/aviary/_index]]
- [[knowledge/abm/abm-strategy-framework]]
- [[meetings/aviary/2026-04-05-abm-strategy-seo-audit]]
- [[knowledge/webflow/bulk-meta-update-via-api]]
- [[knowledge/ppc/aviary-ppc-strategy]]