HubSpot is the system of record for all Aviary ABM activity. This article documents the configuration requirements, naming conventions, and automation setup needed to support Aviary's Account-Based Marketing strategy and capture full attribution data across channels.
Aviary's primary go-to-market motion is ABM — treating 50–100 high-value accounts as "markets of one." HubSpot must be configured to reflect this structure: tracking engagement at the account level (not just the lead level), capturing multi-channel attribution, and supporting coordinated sales and marketing outreach across verticals.
See [1] for overall client context and [2] for the underlying ABM methodology.
All HubSpot campaigns should follow this structure:
ABM2026_[Vertical]_Q[Quarter]
Examples:
- ABM2026_CreditUnion_Q2
- ABM2026_CommunityBank_Q2
- ABM2026_FinancialServices_Q3
Each campaign maps to one vertical and one quarter. Individual target accounts (10–15 per tier-one vertical) are associated with the relevant campaign. This structure enables vertical-level performance reporting and clean attribution rollups.
HubSpot must be configured to measure account engagement, not just individual lead activity. Required custom fields and objects:
ABM Tier — values: Tier 1 / Tier 2 / Tier 3ABM Vertical — e.g., Credit Union, Community Bank, Financial ServicesABM Campaign — maps to campaign naming convention aboveABM Research Status — values: Not Started / In Progress / CompleteABM Outreach Status — values: Not Started / Active / Responded / ClosedThree core email templates should be created in HubSpot for ABM outreach sequences:
Templates should use HubSpot personalization tokens for Company Name, Contact First Name, and ABM Vertical to support account-level personalization at scale.
Configure HubSpot workflows to:
ABM Outreach Status is set to ActiveABM Outreach Status to Responded when a contact replies or books a meetingAviary requires approximately 6 landing pages in Webflow — 2 for PPC campaigns and 4 for ABM verticals. Each page must be tracked in HubSpot via:
ABM2026_[Vertical]_Q[Quarter] campaignAll campaign links — email, LinkedIn, paid, direct — must include UTM parameters for attribution:
| Parameter | Convention | Example |
|---|---|---|
utm_source |
Channel | linkedin, email, google |
utm_medium |
Medium type | paid, organic, outbound |
utm_campaign |
Campaign name | ABM2026_CreditUnion_Q2 |
utm_content |
Ad or email variant | outreach-v1, followup-case-study |
HubSpot's native UTM tracking should be enabled under Reports → Attribution to capture these parameters on form submissions automatically.
Each ABM vertical landing page should have a unique phone number provisioned via CallRail. This enables call attribution by vertical without relying solely on form fills.
Setup steps:
1. Create one CallRail number per vertical (e.g., one for Credit Union, one for Community Bank)
2. Route all numbers to Aviary's main sales line
3. Connect CallRail to HubSpot via the native CallRail integration (available in HubSpot App Marketplace)
4. Tag inbound calls with the corresponding ABM Vertical and ABM Campaign values
This gives the team a complete picture of account engagement: email opens, landing page visits, form fills, and inbound calls — all tied to the originating campaign.
ABM Tier, ABM Vertical, ABM Campaign, ABM Research Status, ABM Outreach Status) — Mark Hope