wiki/clients/current/bluepoint/2026-02-25-abm-system-demo.md · 524 words · 2026-02-25
ABM System Demo — 2026-02-25
Overview
During the [1], Mark demoed the live Bluepoint ABM system. The system is fully automated and operational, with the first batch of 100 emails sent on February 23rd. Engagement data flows back into HubSpot via webhooks, giving the client a single CRM view without requiring them to access a secondary tool.
System Architecture
The ABM system uses three components in sequence:
- [2] — Manages the ABM playbook, target list, and send schedule. All campaigns, contacts, and upcoming sends are visible here. Mark uses Orbit as the central control plane across multiple client ABM programs.
- AWS SES — Handles actual email delivery, bypassing HubSpot's native sending limits. SES also monitors for opens and clicks using supporting AWS tooling.
- HubSpot (Webhooks) — SES sends engagement events (sent confirmation, opens, clicks) back into Bluepoint's HubSpot account via webhook. Emails appear as logged activities on contact and company records.
"This email wasn't sent by HubSpot. It was sent by SES. But SES then sent this email confirmation back in a webhook and said this is what was sent." — Mark Hope
The automation layer polls approximately every minute to check whether emails need to be sent or whether engagement events have occurred.
Target List
- 100 companies in the ABM list
- Each company has one designated primary contact
- Company records include: tier, city, employee count, industry, and other enrichment data
- Contact enrichment performed using Hunter (finds email addresses and LinkedIn profiles via API)
Playbook Structure
A multi-touch sequence managed in Orbit:
| Touch |
Type |
Timing |
| Email 1 |
Outreach |
Day 4 |
| Email 2 |
Follow-up |
Day 9 |
| Email 3+ |
Continued sequence |
Subsequent days |
236 emails were queued at time of demo, with 112 scheduled to go out in the following 7 days.
| Metric |
Result |
| Emails Sent |
100 |
| Open Rate |
13% |
| Click Rate |
11% |
| Bounce Rate |
3% |
| Unsubscribes |
3 |
HubSpot Integration Detail
- Bluepoint's HubSpot account is connected to Orbit
- Engagement data (opens, clicks, send timestamps, email previews) is visible at the contact level inside HubSpot
- The client does not need to log into Orbit; all reporting surfaces in their existing CRM
- Decision pending on whether to run Bluepoint emails through this system long-term vs. native HubSpot sending (relevant if Mike uses HubSpot for sales emails)
Next Steps
- [ ] Karly — Brief Bluepoint on the new ABM system during today's client call; share high-level status and offer to walk through the system in detail on a future call
- [ ] Mark — Prepare for a potential intermediate demo call with Bluepoint once the system is ready to formally hand off or review together