Weekly Marketing Sync — 2026-02-25

Overview

Weekly sync reviewing AviaryAI marketing campaign performance across four workstreams: ABM email outreach, SEO/backlinks, Google Ads, and content pipeline. First ABM send is live with solid early metrics. SEO domain rating has climbed significantly. Google Ads is being redirected from the homepage to dedicated landing pages. Content pipeline (vertical pages + journey case studies) is moving through design and build.

Attendees:
- Mark Hope (Asymmetric) — ABM/CRM lead
- Sebastian Gant (Asymmetric) — Content & ads
- Karly Oykhman (Asymmetric)
- Avokerie Onorimuo (Asymmetric)
- Blesson Abraham (AviaryAI) — babraham@helloaviary.ai
- Justin Dwyer (AviaryAI) — jdwyer@helloaviary.ai
- Aaron Grossman (AviaryAI) — agrossman@helloaviary.ai

Key Decisions

• Google Ads will pivot to dedicated landing pages — current homepage destination is wasteful; Sebastian to brief devs immediately. Budget stays low until pages are ready.
• ABM campaign expands by 100 accounts next week — initial results are strong enough to proceed; Mark will run the selection agent against the 3,879 credit union contacts in HubSpot.
• Vertical pages (not use-case pages) will be the new SEO expansion layer — use cases will be embedded within verticals rather than standing alone, to simplify user journey.
• R2B2 visitor ID tag is currently off — Justin to confirm with Blesson whether to re-add; Mark to evaluate alternatives if needed.
• BCU CEO video (Mike Valentine) will be posted from his personal LinkedIn and then boosted — Blesson to coordinate cut and posting.

ABM Email Campaign

Setup

• 100 target credit union accounts loaded into HubSpot as Tier 1
• Each account received a custom research document (company overview, asset size, tech stack, recent news, pain point hypothesis, buying committee, personalization hooks)
• Each primary contact received a strategy document with a 6-email personalized sequence
• Emails sent via AWS SES across 5 dedicated, warmed domains — cost ~$5/send

Email Sequence Schedule

Initial Results (102 emails sent — Email 1 only)

"If you can write something that sounds personal, you have a decent chance people are going to open it. If you write something that sounds like a bulk email, people just opt out." — Mark Hope

Expansion Plan

• Mark will use a selection agent to pull the next 100 credit unions from the 3,879-contact HubSpot database
• Aaron exploring Apollo + Claude for persona enrichment (lending, marketing, ops, CEO contacts)
• Philosophy: AI-driven personalization makes scale viable — no need for spray-and-pray

SEO & Website

Current State

• Crawl Scout is submitting unindexed pages to Google daily (Mark noted it wasn't showing in dashboard yet — to investigate)
• Duplicate pages being cleaned up
• Google Tag Manager and Google Analytics confirmed clean and aligned

Backlink Project

• 30-day project underway targeting DR > 30
• DR > 30 is the key threshold for meaningful organic ranking improvement

R2B2 Visitor Identification

• Tag was removed from site; Blesson noticed absence of Slack notifications since January
• Free plan changed at end of January, requiring upgrade
• Action: Justin to confirm with Blesson; Mark to evaluate and re-implement if approved

Google Ads

• Campaigns launched ~3 days before this meeting; too early for meaningful data
• Sebastian has reviewed initial search term reports and negated negative keywords
• Problem: All traffic currently directed to homepage — inefficient use of budget
• Decision: Sebastian to brief developers to prioritize dedicated landing pages; coordinate with Justin to update final URLs in Google Ads

"We don't want to waste money sending traffic to the homepage." — Mark Hope

Note on console visibility: Ads were not visible to Justin in the standard Google Ads console. Fix: open in incognito window, or press F12 → clear console data.

Content & Asset Pipeline

New Vertical Pages (SEO)

• Strategy: create dedicated pages for key verticals (Credit Unions, Banks, Fintech) with use cases embedded within
• Copy drafted by Sebastian using keyword mapping from organic analysis
• Workflow: Sebastian sends copy → Justin reviews → Design → Build (Webflow)
• Requirement from Justin: Each vertical page must include playable audio demos, replicating homepage functionality (Webflow now supports MP3 hosting natively)

Journey Case Studies

• Sebastian to update Jira with specific dates and owners for each
• Blesson noted existing clients and partners are requesting these as leave-behinds

Blog Content

• Separate from vertical pages; targeting longer-tail keywords
• Sebastian to deliver first blog topic drafts to Justin by EOW

Video Assets

• Goal: maximize ROI on existing video production spend
• Blesson to request raw video files from production team
• Plan to use AI clipping tools (e.g., Opus, Descript) for faster clip creation
• BCU CEO testimonial (Mike Valentine): Cut clip → Mike posts from personal LinkedIn → Asymmetric boosts 1–2 days later
• Rationale: boosting a personal post gets ad-quality reach at ~1/10th the cost of a standard ad

Action Items

Related

• ^[1]
• ^[2]