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 April — 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 — update?
- 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.
New MQL · May · PE-adjacent
Riverside Management Group
wdeitrick@rmginvestments.com — 12 page views via Act-On email, MQL. Investment management firm, PE-adjacent profile. One of only 2 new leads in May — name hasn't enriched yet but the company profile fits the target audience. Worth monitoring.
Active MQLs · Newsletter Driven
Redbull, Piedmont Plastics, Spire Capital
April newsletter produced a bump in active MQLs across three accounts. Video awareness is currently fueling the retargeting funnel — lead gen produced one MQL from OutfoorX4 Magazine.
Watch · CEO Transition
Vita Coco — Jane Prior (CMO) Engaged
Former co-founder, new CEO, new CMO all engaged with the April newsletter. Aaron flagged for outreach this week. Leadership transitions are directly relevant to Parliament's services.
Recent Featured Leads
Act-On email — newsletter engagement
Act-On email — PE-targeted ABM sequence
May 2026 MTD — Early Watch
What the Data Is Telling Us
Engagement
Engagement is locked in
CPC ($1.42 → $1.44) and CTR (5.38% → 5.35%) are effectively flat from March to April. Targeting and creative are finding the right audience at a predictable cost. This is the stability you want before layering in lead gen.
Thought Leadership
Thought leadership is landing
Chris's videos are generating 6.63% CTR — well above typical B2B LinkedIn benchmarks. 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 $1.05 CPC. Thought Leader Videos deepens engagement. Video Retargeting moves warm viewers toward the Field Guide. 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 $0.26 CPC reflect video view optimization where platform interactions counted as clicks — not a comparable baseline. March → April is the real comparison. CTR and CPC figures reflect LinkedIn only; Meta was not yet active in this period.
Three-Month Trend
Cost Per Click ($)
CPC: Feb → Mar → Apr
Click-Through Rate (%)
CTR: Feb → Mar → Apr
Monthly Spend ($)
Campaign Breakdown
Active LinkedIn campaigns — April performance
| Campaign | Role | Spend | Impr. | Clicks | CTR | CPC |
|---|---|---|---|---|---|---|
| Video Awareness | Top of funnel | $876 | 11,444 | 838 | 7.32% | $1.05 |
| Thought Leader Videos | Mid-funnel | $303 | 1,749 | 116 | 6.63% | $2.61 |
| Video Retargeting | Lead gen | $149 | 3,750 | 10 | 0.27% | $14.89 |
66% of LinkedIn spend
Video Awareness
$1.05 CPC and 7.32% CTR are strong for B2B. The workhorse campaign — running three video ads: Rainier Jubilee, Evolving a Brand, and The Audit That Shaped Shifted.
CEO-led content
Thought Leader Videos
6.63% CTR signals strong audience resonance with Chris's content. Higher CPC ($2.61) reflects a more qualified, higher-intent audience engaging with personal brand content.
Newly launched
Video Retargeting
Field Guide document ads with "Unlock Full Document" CTA. Low CTR (0.27%) is expected for retargeting at this budget — the audience pool will grow as awareness campaigns continue.
"Evolving a Brand Without Losing Its Soul"
Top performer in April · 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
Test a "Brand Strategy Diagnostic" gated ad targeted to viewers of this video. The diagnostic reveals Parliament's strategic depth and surfaces qualified leads who are 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 in May and replacing with a fresher cut.
Next Steps — May Priorities
-
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.
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.
May at a Glance
Through May 27 · Full month still running
Campaign Breakdown — May MTD
| Campaign | Spend | Impressions | Clicks | CTR | CPC |
|---|---|---|---|---|---|
| Video Awareness | $864 | 9,257 | 677 | 7.31% | $1.28 |
| Thought Leader Videos | $673 | 6,573 | 507 | 7.71% | $1.33 |
| Video Retargeting (Doc Ad) | $23 | 1,574 | 1 | 0.06% | $23.08 |
Positive signal
CTR up, CPC down month-over-month
6.28% CTR vs 5.22% in April — the highest monthly CTR since the video campaign launched. CPC dropped to $1.38 from $1.45. Clicks are nearly flat with April despite 4 fewer days of data. Engagement quality is improving.
Notable shift
Thought Leader closing the gap on Video Awareness
Thought Leader Videos ($673) is approaching Video Awareness ($864) in spend for the first time — and its 7.71% CTR is outperforming Awareness this month. Chris's content is converting at a higher rate than the broader awareness push.
Retargeting
New Doc Ad creative live — audience building
The pivoted retargeting creative (Brand Strategy Diagnostic) is live but the audience pool is still thin. Low CTR (0.06%) is expected at this stage. Volume will grow as awareness campaigns continue feeding the funnel.
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 April. 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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