Client: [1]
Meeting type: Weekly sync
Recording: Fathom
Weekly marketing review focused on a critical inflection point: the current ABM campaign is not generating sales-qualified leads against a contractual target of 6–12 SQLs/month. The team agreed to pivot to a dual-tier outreach strategy while continuing to build SEO momentum and launching a new video/LinkedIn content program.
Attendees:
| Name | Company | Role |
|---|---|---|
| Aaron Grossman | AviaryAI | Sales |
| Justin Dwyer | AviaryAI | Internal stakeholder |
| Abraham Blesson | AviaryAI | Founder/LinkedIn presence |
| Mark Hope | Asymmetric | Account lead |
| Karly Oykhman | Asymmetric | Content/SEO |
| Sebastian Gant | Asymmetric | Copywriter |
| Avokerie Onorimuo | Asymmetric | — |
The current single-contact ABM campaign (264 emails sent, 30 human opens, 18 human clicks, 0 SQLs) is not generating enough volume or response to hit contractual targets. The team agreed to restructure:
"Outside of that sales pipeline in HubSpot, we can literally spam them all day, every day." — Aaron Grossman
Lead definition clarification needed: Aaron flagged that the contract target of 6–12/month refers to sales-qualified leads (SQLs), not marketing-qualified leads (MQLs). Mark will pull the agreement to confirm the exact definition.
Karly proposed optimizing the 36+ existing newsletter articles already on the site for keywords, meta descriptions, and alt text. Justin gave blanket approval. Goal is to increase Google's indexed keyword count and boost organic authority — not to revive the newsletter itself.
The dormant MailChimp list (~66 contacts, email-only) will be exported by Justin and sent to Mark for hygiene and potential nurture use.
Mark flagged that the current Webflow site is a significant operational blocker — fixes require GTM code injection workarounds. A rebuild in WordPress was proposed as a future initiative. Tabled for next month's discussion.
| Metric | Value |
|---|---|
| Accounts in sequence | 101 (second batch loading) |
| Emails sent (total) | 264 |
| Human open rate | 11% (30 opens) |
| Human clicks | 18 |
| Bot activity filtered | 499 opens/clicks |
| SQLs generated | 0 |
| Contractual SQL target | 6–12/month |
| Metric | Value |
|---|---|
| Site health score | 98 |
| Domain Rating | 18 (↑11) |
| Weekly clicks | 124 (↑ from 13 — ~10x) |
| Status | High impressions on key terms; clicks improving; conversions next priority |
Notable impression-generating queries with low click conversion: "Outbound Voice AI," "Leading Voice AI Technology for Financial Compliance," "AI Outbound Call," "Outbound AI Voice Agent."
| Metric | Value |
|---|---|
| Impressions (last 30 days) | 4,700 |
| CTR | 7.5% (healthy) |
| Conversions | 0 |
| Blocker | Advertiser verification failing — name mismatch (Cambio Financial Health Inc. vs. AviaryAI) |
| Verification deadline | April 12 |
| # | Owner | Task | Due |
|---|---|---|---|
| 1 | Mark Hope | Pull contract; confirm SQL definition; share with Aaron | ASAP |
| 2 | Justin Dwyer | Send IRS FEIN letter to Mark for Google Ads verification | ASAP — deadline Apr 12 |
| 3 | Karly Oykhman | Begin SEO optimization of 36+ newsletter articles (meta, alt text, keywords) | Ongoing |
| 4 | Justin Dwyer | Export MailChimp list; send to Mark for hygiene and nurture | This week |
| 5 | Karly Oykhman | Share video strategy doc with Justin, Aaron, and Mark | This week |
| 6 | Justin Dwyer | Share Vimeo folder access with Karly, Mark, Sebastian | This week |
| 7 | Justin Dwyer | Provide hard MP4 files for all 12+ case study videos | This week |
| 8 | Justin Dwyer | Grant Asymmetric high-level access to AviaryAI YouTube channel | This week |
| 9 | Aaron Grossman | Ask Blessin to share LinkedIn content calendar with Mark and Karly | This week |
| 10 | Aaron Grossman | Share personal LinkedIn post plan with Mark and Karly | This week |
| 11 | Aaron Grossman + Justin Dwyer | Ask Blessin for LinkedIn login for posting/comment management | This week |
| 12 | Karly Oykhman | Draft AviaryAI company LinkedIn content calendar; stage posts for Justin review | Ongoing |
| 13 | Mark Hope | Build HubSpot exclusion list from Aaron's active sales pipeline | Before next campaign send |
| 14 | Mark Hope | Implement dual-tier ABM strategy; begin Tier 2 nurture build | Next week |
| 15 | Aaron Grossman | Send 200–300 new CU contact spreadsheets to Mark via Slack every Monday | Weekly, starting next Mon |
| 16 | Sebastian Gant | Confirm developer timeline for case studies archive page | This week |
| 17 | Justin Dwyer | Review Sebastian's copy (Figma, blogs, vertical site) and provide feedback | EOW |
On ABM volume and urgency:
"We only have four more months in this contract. If Blessin doesn't see the response, the contract's not going to extend. So let's just blow it out of the water." — Aaron Grossman
On the dual-tier pivot:
"Take the top 2,000, really personalize those — it's got to be a number we can handle — and then take the rest of that 60,000 and put them in more standard marketing." — Mark Hope
On SEO click growth:
"When we started talking to you, you were getting 13 clicks a week. Now we're getting 124. That's a tenfold increase in the number of people actually seeing your website." — Mark Hope
On the Webflow site as a blocker:
"Today I found a bunch of mistakes and the only way I could fix them was by injecting code through Google Tag Manager. It's like duct tape and bailing wire." — Mark Hope