AviaryAI HubSpot ABM Pipeline Setup

Overview

As part of the ^[1] ABM engagement, a dedicated HubSpot pipeline and supporting infrastructure were built to manage outreach across 90 Tier 1 credit union accounts. The setup replaces ad hoc tracking with a structured, deal-stage-driven workflow that connects accounts, contacts, and strategy documents in a single system.

This configuration was reviewed and approved during the ^[2].

Pipeline Configuration

ABM Pipeline

A new pipeline named ABM Pipeline was created in HubSpot, separate from AviaryAI's existing Sales Pipeline. All 90 Tier 1 accounts have associated deal records in this pipeline.

• Deals from the legacy Sales Pipeline that overlapped with ABM accounts were merged (no data was lost or duplicated).
• All accounts and deals are assigned to Aaron Grossman as the owner.

Deal Stages

To remove an account from the active pipeline, Aaron updates the Deal Stage to Closed Won or Closed Lost. HubSpot automatically removes closed deals from pipeline views.

Account Segmentation & Scoring

The full 500-account credit union list was segmented into three tiers using a custom 0–100 fit score developed by the Asymmetric team. The score captures firmographic fit, technology signals, growth indicators, and use-case alignment. It intentionally differs from HubSpot's native lead scoring, which is not suited for ABM contexts.

Note: The scoring matrix and weighting methodology is to be shared with Aaron and Justin by Mark. Scores can be adjusted if the weighting does not reflect AviaryAI's actual priorities (e.g., Dupaco scored highly due to self-reported innovation signals that Aaron flagged as inaccurate).

HubSpot List Views

Three saved list views were created under Companies:

• ABM Tier 1 — 90 accounts (primary working view)
• ABM Tier 2 — 40 accounts
• ABM Tier 3 — 36 accounts

Each view surfaces the key custom properties described below.

Custom Properties

The following custom properties were added to Company and Deal records to support ABM tracking:

These properties are visible in the list view columns and on individual company records.

Account-Level Assets

For each of the 90 Tier 1 accounts, two documents were produced and are being uploaded directly to the corresponding HubSpot company record:

1. Research Intelligence Document

Contains:
- NCUA financial snapshot
- Technology stack assessment
- Recent news and growth signals
- Signal assessment (e.g., CEO innovation posture)
- Pain point hypotheses with supporting rationale
- Coverage gaps and personalization hooks
- Peer credit union context
- AviaryAI proof point relevance mapping
- Competitive strategy notes
- Cited sources

2. Strategy Document (30-Day Outreach Sequence)

Contains:
- Campaign strategy summary (who to contact and why)
- Day-by-day outreach sequence (email + LinkedIn touchpoints)
- Cadence rules (e.g., no two emails to the same person in the same week)
- Conditional branching (if Contact A engages vs. Contact B engages)
- Pre-written email copy with A/B subject line options
- LinkedIn connection and message copy
- Breakup email for non-responders
- Key research summary for quick reference

Status: Mark is in the process of uploading all 90 strategy documents to HubSpot. Once complete, documents will be accessible directly from each company record.

Pipeline Maintenance Workflow

• Aaron works the pipeline by updating Campaign Status and Deal Stage as accounts progress.
• The Asymmetric team monitors wins and losses on a rolling basis.
• When pipeline volume drops (e.g., 4–5 accounts closed out), new accounts are promoted from the Tier 2/3 pool or the remaining ~334-account reserve.
• A HubSpot automation will notify the team when a new account is added to the ABM pipeline (pending implementation by Mark).

The target active pipeline size is under 100 accounts — consistent with ABM best practices for maintaining outreach quality.

Related Articles

• ^[3]
• ^[4]
• ^[5]
• ^[6]