June 2026 — Performance review, campaign updates, and next steps
Use ← → arrow keys or click to advance · Hover bottom-right to navigate · Jump sections via the bar below
With MB-011, MB-012, and MB-015 all back in your court this week, this is a critical publication window. Getting these three assets across the finish line unlocks MB-013, MB-014, the lead gen nurture, and the drip sequence — the final infrastructure layer of Campaign 1. We'll walk through the gated asset publishing process for MB-011 together.
Business Goals
Marketing Goals — Campaign 1
We can track the complete journey from lead to closed deal once we have your revenue and win rate data. The numbers below are illustrative — we'll replace them with Matchbox-specific targets once aligned.
To fill in the last two columns: any top-line revenue goal for 2026, a target for deals won or opportunities created, and your average win rate.
To report on revenue impact — not just leads — we need to match Insight Engine marketing data with your HubSpot deal data. Two ways to do it:
Volume held steady at 14 leads in May vs. 16 in April. The SQL rate of 21% is slightly below the program average of 29% — but May was light on content publishing, so lower qualified organic traffic was expected. Kristen Gordon at Fossil stands out: 22 pages over direct visits signals active research. The three LinkedIn MQLs (Rocket, Bluegreen, American University) are the ones to watch for SQL conversion.
New Lead Trends — January through May 2026
| Month | New Leads | LinkedIn Paid | MQLs | SQLs | SQL Rate |
|---|---|---|---|---|---|
| Jan 2026 | 3 | 0 | 1 | 2 | 66.7% |
| Feb 2026 | 11 | 0 | 2 | 3 | 27.3% |
| Mar 2026 | 11 | 0 | 2 | 4 | 36.4% |
| Apr 2026 | 16 | 2 | 2 | 4 | 25.0% |
| May 2026 | 14 | 1 | 3 | 3 | 21.4% |
| Total | 55 | 3 | 10 | 16 | 29.1% |
May New Leads — by Source
10 MQLs — Program-to-Date
Quaderer (Rocket), Fiallo (Bluegreen), Winkler (American University) — all LinkedIn paid, qualified but not yet SQL.
16 SQLs — Program-to-Date
Organic search and direct are driving qualification. LinkedIn paid has 0 SQLs but 3 MQLs — still in nurture.
| Name | Company | Stage | Source | Pages | Conv. | |
|---|---|---|---|---|---|---|
| Matt Winkler | American University | MQL | LinkedIn Paid | 1 | 1 | IE ↗ |
| Tabitha Salazar | Schumacher Electric | MQL | Google Organic | 6 | 1 | IE ↗ |
| Greg Ricks | Isabella | MQL | Google Organic | 2 | 1 | IE ↗ |
| Krupa Prajapati | iView Labs | SQL | Direct | 3 | 2 | IE ↗ |
| Kristen Gordon | Fossil | SQL | Direct | 22 | 1 | IE ↗ |
| Marshall Detwiler | Dallas Arboretum & Botanical Garden | SQL | Google Organic | 8 | 1 | IE ↗ |
| Danielle Von Petrzelka | AMN Healthcare | SQL | Google Paid | 5 | 1 | IE ↗ |
| Matin Mo | metamatn interactive | SQL | Direct | 14 | 1 | IE ↗ |
LinkedIn — Efficiency up, lead gen needs more creative
The campaign consolidation is working. Traffic campaigns are performing well above LinkedIn benchmarks. The lead gen campaign has only one creative, which is limiting CTR. Adding new ad formats — starting with the doc ad once MB-011 is live — is the next optimization step.
Google — Brand search active
The branded search RSA is live at $100/month. This is a brand protection campaign — the goal is ensuring Matchbox shows up when someone searches for them by name. Not a conversion campaign; high CTR is the signal to watch.
| Campaign | Platform | Spend | Clicks | CTR | Conv. |
|---|---|---|---|---|---|
| Strategies to Drive Attendance | $367 | 31 | 0.59% | 1 | |
| Brand Vision Phase | $346 | 172 | 0.81% | 0 | |
| The Couch Is Your Competition | $230 | 151 | 1.14% | 0 | |
| Brand Search RSA | $63 | 30 | 32.6% | — |
Budget decision: You decided to hold at $1,600/month and consolidate to best-performing campaigns. That consolidation is reflected here — Generalists vs. Specialists was paused mid-May after strong performance ($0.89 CPC, 1.68% CTR). As new content goes live, we'll add it to the campaign rotation without increasing spend.
| Channel | May 2026 | April 2026 | Change |
|---|---|---|---|
| Paid Social | 1,387 | 807 | ↑ +72% · LinkedIn website visit campaigns driving traffic |
| Direct | 973 | 947 | ↑ +3% |
| Organic Search | 565 | 757 | ↓ -25% |
| Organic Social | 321 | 609 | ↓ -47% |
| Referral | 204 | 230 | ↓ -11% |
| Paid Search | 44 | 1 | ↑ Google RSA activated |
| Total | 3,535 | 3,479 | ↑ +2% |
| Page | Sessions | Avg Duration |
|---|---|---|
| Homepage | 1,147 | 1m 10s |
| Generalists vs. Specialists | 572 | 0m 23s |
| Careers | 471 | 0m 34s |
| Mid-level Designer (job listing) | 368 | 2m 01s |
| Work Portfolio | 347 | 1m 50s |
| Brand Vision Phase | 310 | 0m 24s |
| Article | Sessions (May) | Avg Duration | Primary Source |
|---|---|---|---|
| Generalists vs. Specialists (pub. 4/15) | 572 | 0m 23s | LinkedIn Paid |
| Brand Vision Phase (pub. 3/11) | 310 | 0m 24s | LinkedIn Paid |
| Brand Execution Phase (pub. 3/9) | 275 | 0m 30s | LinkedIn Paid |
| How to Defeat the Couch (pub. 2/27) | 264 | 0m 38s | LinkedIn Paid |
| Higher Attendance (pub. 3/28) | 12 | 2m 13s | Organic |
| Cinemark: Expanding the Brand | 4 | 3m 25s | Organic |
Articles promoted on LinkedIn paid drove the bulk of May traffic. Higher Attendance and the Cinemark case study are getting organic traction despite no paid promotion — strong engagement signals (2m+ avg duration) worth noting.
No email campaigns were deployed in May. The drip/nurture sequence and Engagement Email Series 1 (MB-010) are in activation — both are designed to work with the content now coming online.
Client Updates
Monthly Retrospective
The information contained in this presentation is privileged and confidential.
© Newfangled. All rights reserved.