wiki/clients/current/aviary/2026-04-05-strategy-prep-ppc-organic-abm.md · 618 words · 2026-04-05
Strategy Prep — PPC, Organic, ABM (2026-04-05)
Overview
Aviary was identified as the top-priority client in a weekly sync between Mark Hope and Sebastian Gant. The client is on an accelerated engagement (paying a premium for speed), and a full strategy presentation was due the following day. This article captures the strategy components discussed, decisions made, and action items assigned ahead of that meeting.
"I think we have to pick up the pace with this one because this one's one where they're paying us double to hurry." — Mark Hope
Context
- Aviary has a small website with limited page depth and is early in the engagement
- A competitor analysis (organic + paid vs. top competitors) had already been completed by Sebastian
- The client had set up a HubSpot account and resolved list-building issues prior to this call
- The meeting the following day required a complete strategy presentation across three channels
Strategy Components
PPC
- Build out a full campaign structure from scratch
- Sebastian to lead campaign build; present structure at the next-day meeting
- If the client approves the strategy, move immediately into build
Organic / SEO
- Conduct keyword research to identify new page opportunities — the site is currently small and under-indexed
- Suggest new pages to add to the site (team has full site access)
- Assign blog writing to Gavin once topics are identified
Account-Based Marketing (ABM)
- Client is specifically interested in an ABM component
- Mark to develop the ABM strategy independently before the prep call
- Review the HubSpot list the client uploaded — this is the likely seed for ABM targeting
Landing Pages
A process decision was made for how to handle landing page creation going forward:
- Align first — get client agreement on content, purpose, and messaging before engaging the design team
- Then build — hand off to design team with a committed 48-hour turnaround for the initial draft
- Claude (AI) was noted as a useful tool for generating a rough draft quickly if needed for speed
"You kind of want him to agree on the content and the purpose and what the landing page is going to do and what it's going to say and all that." — Mark Hope
Key Decisions
| Decision |
Detail |
| ABM is a required strategy component |
Client is expected to ask about it; Mark owns this |
| Landing page process |
Client approval on content/purpose before design team engagement |
| Landing page turnaround |
Promise 48-hour draft once brief is approved |
| Blog content |
Assign to Gavin after keyword research is complete |
| HubSpot list |
Needs review before ABM targeting can be finalized |
| Prep call timing |
Mark and Sebastian to meet at 1:00 PM CT / 2:00 PM ET the following day |
Action Items
- [ ] Build Aviary ABM strategy for client meeting (@Mark Hope)
- [ ] Review Aviary HubSpot list (@Mark Hope)
- [ ] Prepare full PPC campaign structure for client meeting (@Sebastian Gant)
- [ ] Prepare organic strategy + new page recommendations for client meeting (@Sebastian Gant)
- [ ] Prepare landing page brief (content + purpose) to present for client approval (@Sebastian Gant)
- [ ] Assign blog topics to Gavin once keyword research is complete (@Sebastian Gant)
- [ ] Attend Aviary prep call Jan 14 at 1:00 PM CT (@Mark Hope, @Sebastian Gant)
- [ ] Attend Aviary client call following prep call (@Mark Hope, @Sebastian Gant)