LinkedIn Sales Navigator is a required tool for Aviary's account-based marketing (ABM) outreach strategy. It enables targeted LinkedIn campaigns against a curated list of 91 priority accounts, and — critically — integrates with HubSpot to keep LinkedIn activity tracked alongside email and other touchpoints in a single system of record.
As of the last sync, client approval for Sales Navigator has not yet been secured. This is a blocker for the LinkedIn outreach leg of the ABM program. See [1] for overall client status.
The Aviary ABM plan calls for a two-channel outreach approach:
Sales Navigator is needed for the LinkedIn leg because it allows:
Without Sales Navigator, LinkedIn outreach would be untracked and disconnected from the broader ABM workflow in HubSpot.
The target list is 91 companies, segmented in HubSpot. Before LinkedIn outreach can begin, each account needs to be enriched with:
Mark is handling this enrichment manually via ZoomInfo (the agency holds a single ZoomInfo license at ~$1,500/mo; it cannot be integrated directly into the client's HubSpot instance, so the workflow is: export from HubSpot → enrich in ZoomInfo → re-import).
Clay is also being used to load company-level insights for personalization. See [2] for the enrichment process.
Once the client purchases Sales Navigator, the integration with HubSpot allows:
This is important for ABM because it gives the team a unified view of where each account stands across both email and LinkedIn touchpoints.
| Blocker | Owner | Status |
|---|---|---|
| Client approval for LinkedIn Sales Navigator | Sebastian | Pending |
| Client approval for HubSpot Marketing Hub Pro ($445/mo) | Sebastian | Pending |
| ZoomInfo enrichment of top 91 accounts | Mark | In progress |
| HubSpot email domain configuration | Mark | Not started (pending Marketing Hub upgrade) |
| Email template (design) | Sebastian + Raphael | Not started |
| Drip email content (5–7 emails) | Sebastian | Outline exists; full copy not written |
The email and LinkedIn channels are co-dependent on the HubSpot Marketing Hub Pro upgrade — automations and drip sequencing require Marketing Hub Professional, not just Sales Hub Professional (which is what Aviary currently has).