--- title: Aviary HubSpot Setup — Sales Architecture & Lead Qualification type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-12-12-meeting-schedule-page-108507054.md tags: - hubspot - aviary - sales-architecture - lead-qualification - mql - sql - email-automation - reporting - crm layer: 2 client_source: null industry_context: null transferable: true --- # Aviary HubSpot Setup — Sales Architecture & Lead Qualification ## Overview As part of Asymmetric's proposed [[wiki/clients/aviary/index|Aviary]] lead engine build, Phase 1 (Months 1–3) centers on standing up HubSpot as a functional sales and marketing infrastructure. At the time of the pitch, HubSpot was installed but entirely unused. The goal is to transform it into the operational backbone for a multi-funnel lead generation system targeting 10–25 SQLs/month by months 7–12. This article documents the intended architecture: how leads are defined and qualified, how automation workflows are structured, and how reporting is configured. --- ## Lead Stage Definitions Asymmetric uses a standard B2B funnel progression. For Aviary, the stages map as follows: | Stage | Label | Description | |---|---|---| | Top of funnel | **Suspect** | Any credit union or financial institution on a target list; no engagement yet | | Enriched | **Prospect** | Data enriched (email, phone, title confirmed via ZoomInfo/Clay/Apollo) | | Engaged | **Lead** | Has received outreach; some interaction recorded | | Actively researching | **MQL** (Marketing Qualified Lead) | In discovery mode — exploring options, reading content, showing intent signals | | Purchase-ready | **SQL** (Sales Qualified Lead) | Asking about cost, timeline, implementation; ready for a sales conversation | | Closed | **Customer** | Deal won; enters retention and expansion tracking | | Advocate | **Brand Ambassador** | Active referral source; used in case studies or testimonials | > "Once they start to think about it, they start to look for things like, how much is this going to cost? How soon can I do it? They're then in purchase mode. And we then call them sales qualified leads." — Mark Hope The hybrid pricing model (smaller retainer + SQL commission) makes precise SQL definition contractually important. Both parties must agree on the exact definition and measurement point before engagement begins. --- ## Email Automation Workflows Three core nurture sequences are planned, all managed through HubSpot: ### 1. Awareness Nurture Campaign - **Audience:** Suspects and early-stage prospects with no prior engagement - **Format:** ~10-email sequence structured like a "chapter book" — each email introduces a concept, use case, or industry insight - **Trigger to escalate:** If a contact engages beyond a defined threshold (e.g., opens 3+ emails, clicks a link), they are pulled from the sequence and routed to a human caller (SDR/BDR) - **If not ready:** Contact is returned to the sequence or moved to the Not Ready Campaign ### 2. Consideration Nurture Campaign - **Audience:** Contacts already aware of outbound AI voice automation; evaluating options - **Content focus:** ROI data, implementation timelines, compliance considerations, competitive comparisons - **Trigger to escalate:** Behavioral signals (e.g., visiting pricing page, downloading a guide) trigger outreach ### 3. Not Ready Campaign - **Audience:** Contacts who have been called but explicitly deferred ("no budget right now," "not the right time") - **Format:** Monthly email with industry updates, technology news, case studies - **Goal:** Maintain relationship and re-engage when circumstances change - **Trigger to escalate:** Re-engagement behavior routes contact back into Awareness or Consideration sequence > "We put them in a Not Ready Campaign, and we send them an email every month, and we give them updates on the industry... And we're trying to bring them back around." — Mark Hope --- ## ABM Integration with HubSpot The Account-Based Marketing funnel feeds directly into HubSpot: - **Target list:** ~100 priority credit unions identified by asset size, existing relationships, or known intent signals - **Data enrichment:** ZoomInfo, Clay, or Apollo used to populate contact records with title, email, phone, and firmographic data before leads enter HubSpot - **Segmentation:** ABM targets are held in a dedicated list separate from cold outreach contacts; personalized sequences are applied - **Cold outreach remainder:** The broader list (~1,900+ contacts) enters automated cold email sequences; value-first messaging (insights, tips) rather than direct sales pitches Aviary's own outbound AI voice capability was flagged as a potential SDR/BDR tool — automating the human call step in the nurture escalation path. --- ## Lead Magnet & Email Capture Strategy Gated assets are used to capture email addresses and seed HubSpot contact records: - **Profit/ROI calculator:** Demonstrates value of outbound AI vs. status quo; gated behind email capture form - **Implementation guides:** "How to evaluate outbound voice AI for credit unions" or similar - **A/B testing:** Multiple lead magnets tested simultaneously; performance tracked by conversion rate and downstream MQL quality All form fills route into HubSpot with source attribution (organic, paid, direct) for funnel analysis. --- ## Reporting & Analytics Stack | Tool | Purpose | |---|---| | **HubSpot** | CRM, pipeline tracking, email automation, lead scoring | | **Google Analytics 4 (GA4)** | Conversion rates, session behavior, goal completions | | **Google Search Console** | Organic keyword rankings, click-through rates, index coverage | | **Crawl Scout** | Forces crawl of every site page; ensures full indexation | | **CallRail** | Dynamic number insertion — tracks phone calls back to originating keyword or campaign | | **Google Looker Studio** | Custom dashboard aggregating all sources; shared with Aviary for full transparency | ### Reporting Cadence - **Weekly meetings** with Asymmetric team - Week 1 of each month: Strategy review (look back + look forward) - Weeks 2–4: Execution review (SEO performance, paid search, lead quality, pipeline health) --- ## Projected Lead Volume (Baseline Timeline) | Period | MQLs/month | SQLs/month | Meetings/month | |---|---|---|---| | Months 1–3 | 3–8 | — | — | | Months 4–6 | 25–53 | — | — | | Months 7–12 | 50–80 | **10–25** | 8–18 | > Note: Aviary confirmed the competitive window is closer to **6–9 months**, not 12–18. A compressed timeline proposal was requested — see [[wiki/clients/aviary/index|Aviary client record]] and [[wiki/meetings/aviary/2026-04-05-asymmetric-pitch|pitch meeting notes]]. --- ## IP & Ownership All HubSpot configuration, workflow logic, content assets, and campaign structures built by Asymmetric are owned by Aviary. This is explicitly stated in the engagement agreement. --- ## Open Items / Next Steps - [ ] Asymmetric to deliver compressed-timeline proposal (6–9 months) with budget and resource uplift - [ ] Aviary team to review proposal and client references before decision - [ ] Agree on precise SQL definition if hybrid retainer + commission model is selected - [ ] Confirm Aviary's outbound AI tool as potential SDR automation layer within HubSpot workflows --- ## Related - [[wiki/clients/aviary/index|Aviary — Client Index]] - [[wiki/meetings/aviary/2026-04-05-asymmetric-pitch|Meeting: Asymmetric Marketing Pitch (2026-04-05)]] - [[wiki/knowledge/marketing/abm-account-based-marketing|ABM Strategy]] - [[wiki/knowledge/marketing/seo-lead-engine-build|SEO Lead Engine Build]] - [[wiki/knowledge/marketing/paid-media-strategy|Paid Media Strategy]]