As part of Asymmetric's proposed [1] lead engine build, Phase 1 (Months 1–3) centers on standing up HubSpot as a functional sales and marketing infrastructure. At the time of the pitch, HubSpot was installed but entirely unused. The goal is to transform it into the operational backbone for a multi-funnel lead generation system targeting 10–25 SQLs/month by months 7–12.
This article documents the intended architecture: how leads are defined and qualified, how automation workflows are structured, and how reporting is configured.
Asymmetric uses a standard B2B funnel progression. For Aviary, the stages map as follows:
| Stage | Label | Description |
|---|---|---|
| Top of funnel | Suspect | Any credit union or financial institution on a target list; no engagement yet |
| Enriched | Prospect | Data enriched (email, phone, title confirmed via ZoomInfo/Clay/Apollo) |
| Engaged | Lead | Has received outreach; some interaction recorded |
| Actively researching | MQL (Marketing Qualified Lead) | In discovery mode — exploring options, reading content, showing intent signals |
| Purchase-ready | SQL (Sales Qualified Lead) | Asking about cost, timeline, implementation; ready for a sales conversation |
| Closed | Customer | Deal won; enters retention and expansion tracking |
| Advocate | Brand Ambassador | Active referral source; used in case studies or testimonials |
"Once they start to think about it, they start to look for things like, how much is this going to cost? How soon can I do it? They're then in purchase mode. And we then call them sales qualified leads." — Mark Hope
The hybrid pricing model (smaller retainer + SQL commission) makes precise SQL definition contractually important. Both parties must agree on the exact definition and measurement point before engagement begins.
Three core nurture sequences are planned, all managed through HubSpot:
"We put them in a Not Ready Campaign, and we send them an email every month, and we give them updates on the industry... And we're trying to bring them back around." — Mark Hope
The Account-Based Marketing funnel feeds directly into HubSpot:
Aviary's own outbound AI voice capability was flagged as a potential SDR/BDR tool — automating the human call step in the nurture escalation path.
Gated assets are used to capture email addresses and seed HubSpot contact records:
All form fills route into HubSpot with source attribution (organic, paid, direct) for funnel analysis.
| Tool | Purpose |
|---|---|
| HubSpot | CRM, pipeline tracking, email automation, lead scoring |
| Google Analytics 4 (GA4) | Conversion rates, session behavior, goal completions |
| Google Search Console | Organic keyword rankings, click-through rates, index coverage |
| Crawl Scout | Forces crawl of every site page; ensures full indexation |
| CallRail | Dynamic number insertion — tracks phone calls back to originating keyword or campaign |
| Google Looker Studio | Custom dashboard aggregating all sources; shared with Aviary for full transparency |
| Period | MQLs/month | SQLs/month | Meetings/month |
|---|---|---|---|
| Months 1–3 | 3–8 | — | — |
| Months 4–6 | 25–53 | — | — |
| Months 7–12 | 50–80 | 10–25 | 8–18 |
Note: Aviary confirmed the competitive window is closer to 6–9 months, not 12–18. A compressed timeline proposal was requested — see [2] and [3].
All HubSpot configuration, workflow logic, content assets, and campaign structures built by Asymmetric are owned by Aviary. This is explicitly stated in the engagement agreement.