Monthly Performance Report
Agenda
- Marketing & Content Priorities
- Attribution — 2026 Closed Deals
- Lead Highlights
- Paid Media — Video Campaign
- Email & Content Performance
- Client Updates & Retrospective
Marketing Updates and Priorities
Marketing Updates
- Video Campaign: Full campaign live across all channelsLinkedIn Thought Leader Ads · Meta Reels · YouTube In-Feed & Shorts · Video Retargeting now pivoted to Brand Strategy Diagnostic as gated asset
📈 Performing strongly: 6.28% CTR in May (highest since launch), $1.38 CPC (down from $1.45 in April), and LinkedIn driving approximately ⅔ of total website traffic in May — its most successful month to-date - May Newsletter — sent 5/21Approved by Aaron after minor graphic edit. June newsletter (PAR-005) in progress — content due June 11, send due June 19
- Site & SEO work underwayChris running HTML structure refinements + A/B tests on homepage and What We Do page. Cross-linking workflow adding 3–6 links and video embeds per article. Indexing bump expected in ~6–8 weeks
- Services / Nurture Refresh — when are you ready to meet?Working session to re-articulate Parliament's evolved service offerings and feed a refreshed nurture series. World Cup starts June 11 — waiting on Parliament to confirm timing before then
Video Production Status
- Calvin's First VideoTargeted for completion by this monthly — live on Instagram ↗ — should we promote this on LinkedIn or add it to the paid rotation?
- Aaron: Demystifying branding and creativity for left-brained organizationsStatus?
- Video cut-downsVertical versions exist for all videos. Chris uploading remaining cuts — shorter scripts being recorded up front going forward. Candidates for shorter Thought Leader edits to be identified once full set is loaded
- Approved content for next video considerationFive strategies to help private equity get the most out of a branding agency
New Business — 2026
Lead Highlights — May 2026
| Metric | Jan | Feb | Mar | Apr | May MTD | YTD |
|---|---|---|---|---|---|---|
| New Leads | 7 | 9 | 7 | 8 | 2 | 33 |
| New MQLs | 3 | 2 | 5 | 4 | 1 | 15 |
| New SQLs | 1 | 1 | 1 | 2 | 0 | 5 |
| Active Leads | 21 | 14 | 18 | 20 | 11 | — |
| Active MQLs | 6 | 2 | 9 | 10 | 2 | — |
| Active SQLs | 1 | 2 | 2 | 2 | 1 | — |
| Active MQL % | 28.6% | 14.3% | 50.0% | 50.0% | 18.2% | — |
Active counts are point-in-time per month — YTD totals not applicable. New leads/MQLs/SQLs are cumulative.
Recent Featured Leads
Act-On email — newsletter engagement
Act-On email — PE-targeted ABM sequence
What the Data Is Telling Us
Engagement
Engagement is locked in
CPC improved $1.45 → $1.38 and CTR jumped 5.28% → 6.28% from April to May — the strongest month since launch. Targeting and creative are finding the right audience at an improving cost. The campaign is getting more efficient, not less.
Thought Leadership
Thought leadership is landing
Thought Leader Videos hit 7.52% CTR in May — outperforming Video Awareness for the first time. Content about brand alignment and when to bring in an outside partner is resonating with CEOs and CMOs at $100M+ companies.
Funnel
The funnel structure is in place
Three campaigns, three distinct jobs. Video Awareness builds reach at $1.17 CPC. Thought Leader Videos deepens engagement. Video Retargeting moves warm viewers toward the Brand Strategy Diagnostic. Lead gen just launched — conversion data will be meaningful in 30–60 days, not now.
Watch
Creative rotation coming due
Video Awareness has been the primary driver for multiple months. CTR is holding, but proactive creative rotation prevents fatigue before it surfaces in the data. New case study content or additional video angles would keep the mix fresh heading into summer.
The funnel is built. Now let it run.
April at a Glance
Full month · April 1–30, 2026
February's 8.90% CTR and $0.26 CPC reflect video view optimization where platform interactions counted as clicks — not a comparable baseline. March → April is the real comparison. CTR and CPC figures reflect LinkedIn only; Meta was not yet active in this period.
May at a Glance
Apr 27 – May 26 · 5 days remaining · LinkedIn · Meta · Google
Campaign Breakdown — Apr 27–May 26
| Campaign | Spend | Impressions | Clicks / Results | CTR / CPR | CPC |
|---|---|---|---|---|---|
| LI · Video Awareness | $1,008 | 12,674 | 860 clicks | 6.79% | $1.17 |
| LI · Thought Leader Videos | $773 | 7,063 | 531 clicks | 7.52% | $1.46 |
| LI · Video Retargeting | $34 | 1,892 | 2 clicks | 0.11% | $17.00 |
| Meta · Measurable Vision | $495 | 45,333 | 651 LPV | $0.76 CPR | — |
| Meta · Rivian | $41 | 2,745 | 61 LPV | $0.67 CPR | — |
| Meta · Brand Transition | $24 | 2,602 | 35 LPV | $0.68 CPR | — |
| Google · Brand + Shorts | $102 | 1,710 | 16 clicks | 0.94% | $6.38 |
CTR up, Thought Leader nearly matching Awareness
LinkedIn CTR improved 5.28% → 6.28% while spend held steady. Thought Leader Videos at 7.52% CTR — above Awareness for the first time. LinkedIn clicks are up 5% despite flat spend. No conversions tracked yet — attribution worth investigating.
Meta
Efficiency held despite 30% spend cut
Meta spend dropped $243 (30%) but CPR improved $0.77 → $0.75. Rivian and Brand Transition show the best CPR ($0.67–$0.68) on minimal budgets — worth testing at higher spend. Measurable Vision dominates at 88% of Meta spend but has the weakest CPR.
Effectively dormant — decision needed
Both spending campaigns are paused. Impression share at 9.99% signals significant untapped search presence. Given Netlify was won through organic search, it's worth deciding whether search investment makes sense this quarter.
"Evolving a Brand Without Losing Its Soul"
Top performer in May · Video Awareness campaign
Why It Might Be Working
It names a fear that every CEO at an inflection point has
The tension between growth and identity is universal for companies considering a rebrand or brand evolution. Every CEO worries about losing what made them successful. This video names that fear directly — and Parliament's work proves it's solvable.
Remarketing Concept
The "Brand Strategy Diagnostic" gated retargeting ad is now live, targeted to viewers of this video. The diagnostic surfaces Parliament's strategic depth and attracts qualified leads already in problem-solving mode.
Performance
For Comparison
Strong performer
The Audit That Shaped Shifted
7.13% CTR · $1.04 CPC — healthy engagement, solid second place.
Rotation candidate
Rainier Jubilee
3.28% CTR · $1.47 CPC — weakest in the set. Recommend rotating out and replacing with a fresher cut.
Next Steps
-
01Investigate LinkedIn conversions LinkedIn clicks and CTR improved but no conversions are being tracked. Consider updating ad copy or form copy to see if that drives conversion activity.
-
02Test Rivian & Brand Transition at scale on Meta Both ads show competitive CPR ($0.67–$0.68) on minimal budgets. Consider a controlled budget increase to test whether efficiency holds before shifting more spend away from Measurable Vision.
-
03Decide on Google strategy Search impression share at 9.99% — a strong signal that budget reallocation could unlock meaningful reach. Clarify whether search is a priority this quarter.
Performance Highlights — April 2026
| Recipients | Open Rate | Click Rate | Click-to-Open | Leads | |
|---|---|---|---|---|---|
| May Newsletter (MQLs & SQLs) | 613 | 35.89% | 4.40% | 12.27% | 26 MQLs, 1 SQL |
| May Newsletter (Rest of List) | 2,847 | 35.90% | 1.45% | 4.04% | 1 MQL |
| April Newsletter (MQLs & SQLs) | 622 | 46.59% | 6.49% | 13.94% | 40 MQLs |
| April Newsletter (Rest of List) | 2,872 | 35.34% | 2.60% | 7.36% | 1 MQL |
| March Newsletter (MQLs & SQLs) | 630 | 39.52% | 4.32% | 10.93% | 3 MQLs |
| AEP – ABM (PE) | 22,956 | 29.53% | 3.46% | 11.71% | 167 MQLs |
| AEP – ABM (CEOs) | 8,547 | 37.74% | 4.01% | 10.62% | 81 MQLs |
| AEP – MQL > SQL Nurture | 1,148 | 45.55% | 5.30% | 11.64% | 21 MQLs, 2 SQLs |
| Action AEP | 277 | 88.12% | 46.74% | 53.04% | 39 MQLs, 1 SQL |
Email Trend
Metrics plateauing — time to evolve the format
Email metrics MoM are starting to plateau with May taking a slight dip across both sends. The novelty of the format may be starting to wane. Recommend clarifying our primary NL goal: Opens or Click-throughs? If click-throughs, consider converting to a digest format — shorter copy, stronger reason to click through to the video/article.
Site Traffic
LinkedIn had its most successful month to-date
LinkedIn drove approximately ⅔ of total website traffic in May (Apr 27–May 26). Organic dipped slightly MoM, but this may reflect the restructuring of pages/redesign — tracking to see if it course-corrects. Significant SEO and HTML structure refinement is underway; indexing bump expected in ~6–8 weeks.
Content Performance
Primed for Growth
Five Strategies for PE — now live on site
Two older Newfangled-written articles including this piece (from the Chris interview) are now published and indexed. Chris is running a Claude workflow to add 3–6 cross-links and native video embeds per article — plan is a quarterly cadence.
Organic Content Engine
Per-video social copy rotation in development
Corey building different-angle social copy for top-performing videos — same video, multiple entry points for LinkedIn and IG. A posting rotation/calendar is in progress so the same video isn't reposted back-to-back.
Client Updates & Retrospective
Client Updates
- Any upcoming marketing events we should be aware of?
- Anything else that would impact our marketing efforts?
Monthly Retrospective
- What went well?
- Was anything confusing or concerning?
- Is there any way we can better support you?
The information contained in this presentation is privileged and confidential.
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