Monthly Marketing Performance Brief

Q1-to-date scorecard — as of March 2, 2026

Sessions

178,074

Q1 to date

New Contacts

1,451

Marketing sourced

MQLs

581

Entered pipeline

SALs

432

Entered pipeline

SQLs

Entered pipeline

SQOs

Mktg sourced deals

Open Pipeline

$1.115M

Inbound deals

Closed Won

$232,500

Inbound deals · 5 wks

Avg Deal Size

$92,143

16 inbound deals

Bounce Rate

79.26%

⚠ 14–19pp above benchmark

1 — Executive snapshot

Funnel is outperforming benchmarks at the top — leak identified at SAL→SQL. MRL→MQL is converting at 44.9% (benchmark: 26.97%) and MQL→SAL at 74.4% (benchmark: 49.57%). Both significantly above targets. However, SAL→SQL drops to 19.2% — 349 accepted leads are not reaching discovery meetings. This is the headline issue for March.

$1.29M marketing pipeline in first 30 days of Q1. Strong early-quarter pipeline from 16 inbound deals averaging $92,143. Named logos include A.P. Moller-Maersk, Henkel, Canva, Ontario Government, Giant Eagle, Atlassian, College Board, and Danone.

LinkedIn is the breakout channel of the quarter. LinkedIn exceeded all of Q4 lead generation in the first two weeks of February alone — before UTM tracking was corrected. True attribution is estimated at 20–35% of MQLs. Highest-priority channel for Q2 investment.

Website engagement is a concern. 79.26% bounce rate, 1.41 pages/session, and 61-second avg session length signal many visitors are not finding what they need. Top-of-funnel content relevance and landing page CTA alignment need attention.

2 — Funnel health

Conversion waterfall — Q1 to date

MRL

1,294

MRL→MQL 44.9% ✅ +17.9pp vs 26.97% benchmark

MQL

581

MQL→SAL 74.4% ✅ +24.8pp vs 49.57% benchmark

SAL

432

SAL→SQL 19.2% ⚠ ⚠ Primary leak — 349 SALs stalled before discovery

SQL

SQL→SQO 25.3% ✅ Above 20% floor

SQO

Conversion vs. benchmarks

Stage	CVR	Benchmark	Δ	Status
MRL→MQL	44.9%	26.97%	+17.9pp	✅
MQL→SAL	74.4%	49.57%	+24.8pp	✅
SAL→SQL	19.2%	20%+	⚠ Below	⚠️
SQL→SQO	25.3%	20%	+5.3pp	✅
MRL→SQO (cum.)	1.62%	1.08%	+0.54pp	✅

Primary leak: 349 SALs stalled before discovery

432 SALs were accepted by BDR, but only 83 reached a discovery meeting. 349 leads are stalling between outreach and meeting booked. Likely causes: BDR sequence messaging not resonating with enterprise ICP, insufficient multi-channel outreach, contacts going cold without strong follow-up. This is the single largest value-leak in the funnel.

3 — Channel & campaign drivers

MQL by source — February 2026 (n=137 est.)

Direct Traffic

~40%

~55

Organic Search

~29%

~40

Other (Docs/OSS)

~15%

~20

Referrals (OSS)

~7%

~10

Paid Search

~4%

Social / Offline

~4%

⚠ LinkedIn estimated at 20–35% of true MQLs — distributed across Direct, Paid Search, and Offline due to UTM gaps.

#1 — LinkedIn: breakout channel of the quarter

LinkedIn exceeded all of Q4 lead generation in the first 2 weeks of February. New creative and targeting approach is working. Full attribution pending UTM fix — estimated 20–35% of MQLs. Highest-priority channel for Q2 investment.

#2 — Community / OSS flywheel (~40% of MQLs)

datahubproject.io referrals drive mid-funnel quality at zero incremental cost. MRL→MQL CVR of 44.9% is partly a reflection of OSS lead quality. This channel must be protected in Q2.

#3 — Organic Search at 29% (+4pp vs. January)

Consistent compounding value from blog and docs SEO. Growing share MoM. High-intent, low-cost channel.

Watch: Other Campaigns (docs) down −5pp MoM

Dropped from 20% (January) to 15% (February). Community-driven inbound from docs is slowing slightly — monitor in March.

4 — Strengths

✅ Mid-Funnel Quality — Both CVRs Well Above Benchmark

MRL→MQL 44.9% vs 26.97%MQL→SAL 74.4% vs 49.57%

Lead quality entering the funnel is high, and the BDR team is effectively accepting and engaging them. The problem is not lead quality — it is getting accepted leads to book meetings.

✅ $1.29M Pipeline in First 30 Days

$1.115M open$232.5K closed16 deals · $92K avg

Enterprise-grade pipeline. Named logos: Maersk, Henkel, Canva, Ontario Government, Giant Eagle, Atlassian, College Board, Danone. Strong start with above-average deal sizes.

✅ LinkedIn — Proof Point for Q2 Investment

Q4 exceeded in 2 weeksAttribution gap — UTM fix needed

Disproportionate pipeline impact before attribution was even corrected. Once UTM tracking is fixed and costs are connected, LinkedIn is expected to show the strongest cost/MQL and cost/SQO of any paid channel.

5 — Opportunities

🔧 SAL→SQL at 19.2% — 349 Accepted Leads Not Booking Discovery Meetings

432 SALs accepted83 reached SQL349 stalled

Likely causes: Sequence messaging not resonating with enterprise ICP; insufficient multi-channel outreach (phone + LinkedIn + email); contacts going cold without strong follow-up cadence; silent disqualification without a stage update.

Recommended fix: Audit the current BDR sequence for SALs. A/B test new email subject lines and LinkedIn outreach templates. Add a 'reason not progressed' dropdown. Segment the 349 stuck SALs by source and company size — prioritize top 50 enterprise accounts for personalized re-engagement.

Metric to watch in March: SAL→SQL CVR week-over-week; BDR connect rate; avg days from SAL to SQL booking.

🔧 79.26% Bounce Rate — Strong Traffic, Weak Engagement

79.26% bounce1.41 pages/session61-sec avg session

Likely cause: High-volume top-of-funnel sources (OSS, LinkedIn, organic) land visitors on pages that don't immediately address their need. Landing page CTA alignment is the primary issue.

Recommended fix: Segment bounce rate by traffic source. Audit top 5 landing pages by session volume. Add exit-intent engagement on sessions exceeding 30s without a click. Tighten LinkedIn ad landing page alignment.

🔧 LinkedIn Attribution Gap — Best Channel's Impact Not Visible

Cost/MQL unknownAttribution fragmented

LinkedIn MQL and pipeline contribution is split across multiple source labels. Campaign costs are not synced to HubSpot.

Recommended fix: Audit all active LinkedIn campaigns — ensure UTM parameters are applied. Verify LinkedIn LeadGen Forms pass UTM data to HubSpot. Connect LinkedIn Campaign Manager for automatic cost sync. Build a weekly LinkedIn performance tracker as an interim measure.

6 — Top 5 actions for March

🎯 Audit and fix SAL→SQL conversion

Review all 349 stalled SALs. Segment by source and company size. Revamp BDR sequence — subject lines, LinkedIn touchpoints, follow-up cadence. Add 'reason not progressed' tracking field.

BDR Lead + Marketing / TylerDue Mar 10

💰 Input February campaign costs + connect LinkedIn

Connect LinkedIn Campaign Manager to HubSpot. Input February actuals manually by Mar 7. Needed to confirm LinkedIn ROAS and justify Q2 budget increase.

Marketing Ops / WacarraDue Mar 7

🔗 Fix LinkedIn UTM attribution

Audit all active LinkedIn campaigns. Ensure UTMs are appended and passed through to HubSpot. Goal: LinkedIn appears correctly in MQL and pipeline dashboard widgets within 2 weeks.

Demand Gen / LydiaDue Mar 14

📉 Segment and fix bounce rate by source

Pull bounce rate split by traffic source. Fix paid traffic landing pages first (highest cost-per-visit). Then address organic and OSS pages. Target: paid traffic bounce rate below 65%.

Growth / WacarraDue Mar 17

📧 Re-engage January event contacts

~1,500+ contacts from January conferences sit in early funnel stages, unworked. Filter for 500+ employee companies and enroll in a 3-touch BDR sequence. High-potential pipeline waiting to be activated.

Marketing + BDR / Jen + TylerDue Mar 10

7 — Data quality & confidence

Overall confidence: Medium — Campaign costs and LinkedIn attribution missing

✅ High confidence: Sessions, bounce rate, pages/session — native HubSpot traffic data. New contacts, MRL/MQL/SAL/SQL/SQO counts, pipeline & deal amounts — all confirmed from Lifecycle Stage Pipeline dashboard and deal reports filtered to inbound + SaaS New Deals.

❌ Missing: Campaign costs. Cannot compute cost/MQL or ROAS for any channel. Connect LinkedIn + Google Ads by Mar 7.

❌ Fragmented: LinkedIn source attribution. True LinkedIn MQL and pipeline share understated. UTM audit required by Mar 14. LinkedIn estimated at 20–35% of true MQL share.

❌ Not tracked: SAL→SQL drop-off reasons. No visibility into why 349 SALs stall. Add 'reason not progressed' field to BDR workflow.

Confidence reaches HIGH when campaign costs are connected, LinkedIn UTMs are corrected, and a 'reason not progressed' field is added for SAL→SQL tracking.