---
title: 'AviaryAI: ABM Playbook Development'
type: article
created: '2026-02-04'
updated: '2026-02-04'
source_docs:
- raw/2026-02-04-aviaryai-weekly-call-119843123.md
tags:
- abm
- email-drip
- sendgrid
- outbound-sales
- client:aviaryai
layer: 2
client_source: null
industry_context: null
transferable: true
---

# AviaryAI: ABM Playbook Development

## Overview

As of the 2026-02-04 weekly sync, AviaryAI and Asymmetric agreed to develop a formal Account-Based Marketing (ABM) playbook before launching the automated email drip campaign. The playbook is intended to define a repeatable, step-by-step outbound sales process so that leads arrive at Aaron (AviaryAI's sales lead) in a consistent, well-qualified state.

The drip campaign infrastructure (SendGrid) is largely in place, but the playbook must come first — it informs the sequencing logic, messaging, and handoff criteria for the automation.

Related meeting: [[clients/aviaryai/meetings/2026-02-04-weekly-call]]

---

## Playbook Structure (Proposed)

The ABM playbook is designed as a linear funnel with defined stages:

1. **Account Identification & Enrichment**
   - Identify target accounts (credit unions, community banks, fintech-adjacent firms)
   - Enrich contact records with firmographic and role data

2. **LinkedIn Outreach (Top of Funnel)**
   - Direct connection requests and personalized messages to decision-makers
   - Mark to provide Aaron with a LinkedIn outreach instruction sheet (action item from 2026-02-04 call)

3. **Email Funnel Entry**
   - Leads who engage on LinkedIn (or are sourced otherwise) enter the automated drip sequence in SendGrid
   - Sequence to be built by Sebastian once the playbook is finalized

4. **Lead Qualification & Handoff**
   - Define what a "sales-ready" lead looks like at each stage
   - Ensure Aaron receives leads with clear context on where they are in the funnel

---

## Email Drip Campaign

- **Platform:** SendGrid
- **Status as of 2026-02-04:** Campaign flow is designed; blocked on SendGrid team login credentials
- **Blocker:** Sebastian could not authenticate with the SendGrid team account. Aaron is investigating the correct credentials.
- **Target launch:** Early the week of 2026-02-10, contingent on (a) playbook completion and (b) SendGrid access resolution

> "I'd like to say next week… early next week, yeah." — Sebastian Gant, 2026-02-04 call

---

## Key Decisions

- The ABM playbook must be completed **before** the drip campaign launches, as it defines the sequencing and messaging logic
- LinkedIn outreach is the designated top-of-funnel channel; email automation follows engagement there
- Aaron needs a LinkedIn outreach instruction sheet from Mark to begin manual outreach in parallel

---

## Action Items

| Owner | Task | Status |
|---|---|---|
| Sebastian Gant | Develop ABM playbook (step-by-step process doc) | 🔲 Open |
| Sebastian Gant | Build email drip campaign in SendGrid | 🔲 Blocked — awaiting playbook + credentials |
| Aaron Grossman | Investigate and fix SendGrid team login credentials | 🔲 Open |
| Mark Hope | Provide LinkedIn outreach instruction sheet to Aaron | 🔲 Open |

---

## Blockers & Dependencies

- **SendGrid access:** Aaron's team account credentials are not working for Sebastian. Aaron is following up with whoever manages the account.
- **Playbook first:** The drip campaign cannot be properly sequenced until the ABM playbook defines the stages and messaging intent.

---

## Context & Background

AviaryAI is an AI voice agent platform targeting credit unions and community banks. Aaron Grossman leads sales. The ABM motion is designed to complement paid (Google Ads) and organic (SEO/blog) channels by enabling structured outbound to named accounts.

The ROI Calculator (see [[clients/aviaryai/projects/roi-calculator]]) is intended to serve as a key asset within the outbound sequence — Aaron plans to use it on sales calls and eventually as a self-service tool embedded on the website.

---

## Related

- [[clients/aviaryai/meetings/2026-02-04-weekly-call]]
- [[clients/aviaryai/projects/roi-calculator]]
- [[knowledge/outbound-sales/email-drip-sendgrid]]
- [[clients/aviaryai/_index]]