Marketing Kickoff — 2026-04-05

Overview

Kickoff call to align on marketing strategy for the AviaryAI engagement. The session covered the product and its core use cases, go-to-market positioning, pricing structure, deployment process, content assets currently in production, and immediate next steps for platform access and a weekly working cadence.

Attendees:
- Abraham (Blesson) Abraham — AviaryAI (external)
- Justin Dwyer — AviaryAI (external)
- Aaron Grossman — AviaryAI (external)
- Mark Hope — Asymmetric

Product Overview

AviaryAI provides fully conversational, outbound voice agents powered by proprietary LLMs, targeted at credit unions (CUs). The platform addresses a core CU problem: a non-sales-oriented culture and limited staff resources make proactive member outreach nearly impossible at scale.

Primary use cases:
- Collections — Secure payment commitments; payment processing is on the roadmap
- Member Onboarding — Welcome new members, drive product adoption, surface cross-sell opportunities (especially for indirect loan members who have no prior CU relationship)
- Dormancy Reactivation — Engage "zombie accounts" that cost money to maintain but generate no value
- Card Activation — Follow up with members who haven't activated new cards
- System Conversion / Merger Campaigns — Proactively notify large member bases ahead of banking system changes to suppress contact center spikes (typically ~400% post-merger; AviaryAI clients have seen this reduced to 50–100%)

Key capabilities:
- Natural, two-way conversational voice (proprietary LLMs, low-latency design)
- Automated workflow triggers: call transfers, emails, SMS, appointment scheduling
- Human-in-the-loop escalation (e.g., Microsoft Teams notifications)
- Real-time call monitoring dashboard with full call history, metrics, and flagging
- Client-specific knowledge bases (vector DB approach) for contextual responses

Current client base: ~32 clients, all credit unions and insurance companies. Community banks are on the near-term roadmap.

Go-to-Market Strategy

Target Audience

Business-side decision makers — COO, CMO, CFO, Chief Lending Officer, VP-level — deliberately bypassing IT to avoid lengthy integration timelines. The pitch is framed as a business initiative, not a technology project.

Positioning

AviaryAI de-risks adoption by delivering fast ROI through a managed, low-IT-burden deployment. The analogy used internally: like the credit union co-op shared branch network of the 1990s, this gives CUs a capability they've never had before — proactive, scalable member outreach.

Pain vs. aspiration framing:
- High urgency / clear pain: Collections, merger/conversion campaigns (predictable cost if ignored)
- Latent pain: Member onboarding failures, dormant accounts — prospects often know the problem exists but have accepted it; sales motion involves surfacing the cost of inaction

Deployment Process (2–4 weeks)

AviaryAI manages the full deployment; client IT involvement is minimal (help desk-level tickets only):

1. Kickoff — Identify first use case for a quick win
2. Conversational Design — Map conversation flow, goals, and success metrics
3. Automation Planning — Define agent actions (transfers, emails, texts, scheduling)
4. Data Planning — Specify data inputs from client and outputs back to client
5. Testing — Internal testing + live client sessions to validate brand voice
6. Launch

Data integration approach:
- Initial (fast path): Client extracts a CSV, uploads via SFTP — a process CUs already know. AviaryAI makes calls and returns an output CSV. Enables deployment in ~1–2 weeks.
- Long-term: API integrations with core banking systems (collections tools, LOS, core platforms) for full automation and time-based attribution. These integrations take 4–6 months and are pursued after initial ROI is proven.

ROI Measurement

• Direct: Collections recovery, contact center cost savings on merger/conversion campaigns
• Indirect: Control group experiments (called vs. not called) to measure lift on card activation, dormancy reactivation, and new product adoption
• Attribution gap: True conversion events (new accounts, transactions) live in the client's core banking system; time-based attribution via API integration is in early development with select clients

Pricing

• Revenue model: annual commitment covers a tiered volume of calls (higher volume = lower cost per call)
• Summary range communicated to prospects: $5k–$10k setup + $40k–$100k annual
• Full pricing breakdown to be shared via asset pack

Content Assets in Production

Video Testimonials

• ~9 hours of raw footage from BCU and Skyla
• Being edited into 30–75 second clips targeting specific value props and common objections
• ~3 videos near completion; ~6 total in pipeline
• Draft timeline: January 5
• Goal: replace outdated website content; provide Aaron and Blesson with sales outreach assets

Enhanced Product Demos

• New video demos for key use cases (member onboarding, dormancy)
• Will include visual feature showcases: multi-language support, SMS sending, Teams/human-in-the-loop notifications
• Currently in production

Case Studies

• Skyla Collections — specific named case study
• Generalized use case studies — member onboarding journey, dormancy reactivation journey; will include metrics
• Draft timeline: end of current week / start of next
• Justin noted interest in publishing to Webflow immediately upon receipt, even before SEO optimization

Key Decisions

• Weekly sync cadence established: Wednesdays at 3:00 PM CT
• Admin email for all platform access: team@asymmetric.pro
• CRM: HubSpot only (no Salesforce)
• Website platform: Webflow
• Immediate priority: Get platform access and content assets transferred so work can begin; website conversion optimization and landing pages are the near-term focus over restructuring the existing site

Action Items

Related

• ^[1]