---
title: Aviary ABM Strategy — Apollo, SendGrid, Sales Navigator
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-01-29-impromptu-zoom-meeting-118321798.md
tags:
- abm
- aviary
- apollo
- sendgrid
- hubspot
- sales-navigator
- linkedin
- outbound-sales
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Aviary ABM Strategy — Apollo, SendGrid, Sales Navigator

## Overview

Aviary's ABM program runs on their existing tool stack — Apollo, SendGrid, HubSpot, and LinkedIn Sales Navigator — avoiding any new software spend. The strategy splits into two parallel tracks: email outreach and LinkedIn account-based engagement.

See also: [[wiki/clients/aviary/_index]] | [[wiki/meetings/2026-04-05-aviary-alignment]]

---

## Email Outreach Track

### Stack

| Tool | Role |
|---|---|
| **Apollo** | Lead generation and prospecting (analogous to ZoomInfo) |
| **HubSpot** | List management, activity tracking, CRM of record |
| **SendGrid** | Email send platform; tracks opens and engagement |

### Process

1. **Build lists in Apollo** — search and export target contacts matching ICP criteria
2. **Import into HubSpot** — manage contacts, segment lists, and log activities
3. **Execute campaigns via SendGrid** — connect SendGrid to HubSpot so open/click data flows back into contact records

### Access Requirements

- **Apollo:** Admin login needed for Mark to access without 2FA friction. Aaron (Aviary) should create a dedicated team user.
- **SendGrid:** Same requirement — admin or teammate access. The Essentials plan ($19.95/mo) supports one additional teammate; Pro ($89/mo) supports more. If the team needs Raphael or others in the account, upgrading to Pro or requesting a shared `team@asymmetric` login is the path forward.
- **Owner:** Mark Hope manages SendGrid setup and HubSpot integration once credentials are received.

---

## LinkedIn ABM Track

### Stack

| Tool | Role |
|---|---|
| **LinkedIn Sales Navigator** | Account monitoring, lead recommendations, engagement |

### Process

1. **Upload top 50 target accounts** as a CSV into Sales Navigator
2. **Monitor account activity** — Sales Navigator surfaces posts, job changes, and buying signals for tracked accounts
3. **Engage to build rapport** — reply to posts, comment on updates from target contacts before outreach
4. **Use lead recommendations** — Sales Navigator suggests additional contacts at target accounts based on connection paths and buyer intent signals

### Training Plan

Aaron Grossman (Aviary) already has a Sales Navigator subscription. Rather than taking over his account, Sebastian will run a **45-minute training call** to walk Aaron through:

- Uploading the account list via CSV
- Setting up account and lead lists
- Reading the activity feed and engagement signals
- Messaging and smart links features

**Owner:** Sebastian Gant schedules and leads the training call.

---

## Key Decisions

- **No new tools.** HubSpot Marketing Pro was considered and declined due to cost. The Apollo → HubSpot → SendGrid flow achieves the same outcome with existing subscriptions.
- **Train, don't take over, Sales Navigator.** Aaron expressed a desire to learn the platform himself. Sebastian will coach rather than operate it on his behalf.
- **Admin access is a prerequisite.** Email outreach cannot begin until Mark has non-2FA logins for Apollo and SendGrid. Sebastian is responsible for requesting these from Aaron.

---

## Action Items

- [ ] **Sebastian** — Contact Aaron to request admin/teammate logins for Apollo and SendGrid
- [ ] **Sebastian** — Schedule 45-minute Sales Navigator training call with Aaron
- [ ] **Mark** — Set up SendGrid, organize contact lists, and connect to HubSpot once credentials are received
- [ ] **Mark** — Enrich tier-one account list in HubSpot in parallel

---

## Open Questions

- Does Aviary's current SendGrid plan have enough teammate slots, or will they need to upgrade to Pro?
- Should the Asymmetric team operate under a shared `team@asymmetric` SendGrid user, or individual logins per operator?