Lullabot
Items Needing Client Action
LB-010 Building Digital Ecosystems — Lead Nurture Campaign Review
The nurture email sequence was finalized and sent to your team for review on June 3 (subject: "Ready For Review: Building Digital Ecosystems Lead Nurture Campaign"). Your review and approval is the remaining step before we activate the automated program.
Awaiting Review
LB-005 Playbook Auto-Responder — Approval
Following the monthly meeting, Newfangled is taking over building and scheduling the Playbook-download auto-responder in Act-On, with a personal, plain-text feel sent as if from Jenna. We loaded the copy your team provided and resent the test on June 4 — awaiting your confirmation so we can finalize and transition this off Zoho.
Awaiting Approval
Campaign 2 / ABM — Inputs for the Four States (NJ, NY, CO, MN)
To build the state campaigns agreed at the monthly meeting, we'll need the prospect lists, audience intel, and copy guides for each state, plus the state-specific landing pages spun up on your end. These inputs let us tailor messaging to each audience's language (e.g., "resident" rather than "constituent").
Info Needed
Attribution — YTD Deal / Lead Export
For the new monthly attribution reporting, Jenna will export year-to-date deals and leads from Zoho (with created and close dates and lead source) so we can match them against Insight Engine. We'll send a sample of the export columns we need.
Info Needed
Newfangled In Progress
Building and scheduling the Playbook auto-responder in Act-On (personal, plain-text)
Developing ABM content and campaigns for the four states, plus LinkedIn delivery
Standing up monthly opportunity-attribution reporting (Insight Engine ↔ Zoho deal matching)
Drafting an article from Seth's Drupal Camp Colorado talk, for his review
Content process: a dedicated writer now produces the bulk of content, with an added editorial review layer on assets (especially email) and audience intel feeding drafts up front
Recently Completed
LB-NL626: June Newsletter sent — 2,693 recipients, 40.6% open rate
Monthly marketing meeting held (Newfangled & Lullabot)
June Newsletter approved by the client during the monthly meeting
LB-010: Nurture emails finalized and sent to the client for review
LB-005: Auto-responder copy loaded into Act-On and test email resent
New Leads
18
+14 vs 4 prior week
Conversions
1
-7 vs 8 prior week
MQLs
15
+11 vs 4 prior week
SQLs
0
-1 vs 1 prior week
This week's lead activity was driven by the June 4 newsletter send rather than gated-form conversions. The send identified a cluster of on-target government and higher-education contacts — including State of Utah, State of Michigan, City of Piedmont (CA), the U.S. Courts, Oregon State, College of Charleston, and NYU Stern — which is squarely the audience the program is built for. Most are early-stage (a single newsletter click), so they read as a strong nurture pool rather than sales-ready today. This aligns with the "quality over volume" emphasis from the monthly meeting.
Scoring criteria:
Hot — leadership title (CIO/CDO/CTO, Digital Director, or UX/IT leader) + state/local-government or public-sector org + real engagement (ebook/assessment download with 3+ page views, or multiple conversions).
Warm — public-sector vertical, plus either a leadership title or 3+ page views / multi-form engagement.
Cold — everything else: off-target vertical, single-page or single-click engagement, or unidentified / personal-email leads with no firmographic signal.
Qualified Leads (MQL / SQL) — Highlights
15 MQLs and 0 SQLs this week. The four most notable are detailed below; the full roster follows.
Title not identified
MQL
42 page views
2 conversions
Assessment
- The standout lead of the week — 42 page views and 2 conversions, far above any other session.
- Region One ESC is a Texas regional public-education service center — on-target public-sector vertical.
- No title enriched yet, but the depth of engagement is a clear buying-interest signal; tagged MQL.
- Best candidate for a direct, personal follow-up.
Title not identified
MQL
7 page views
Newsletter-identified
Assessment
- Public higher education — on-target vertical for the program.
- 7 page views indicates real interest beyond a single newsletter click.
- Surfaced via the June newsletter; no title captured yet.
Title not identified
MQL
3 page views
Newsletter-identified
Assessment
- Federal government (the judiciary's administrative arm) — a notable public-sector footprint.
- 3 page views via the newsletter; no title enriched.
- On-target vertical; worth watching for repeat engagement.
Director of Web Development Services
MQL
2 page views
Newsletter-identified
Assessment
- Higher education, with the clearest persona fit of the group — Director of Web Development Services is a direct decision-maker for web work.
- Engagement is modest (2 page views) via the newsletter, but the title makes a targeted touch worthwhile.
Full MQL Roster
| Lead | Organization | Title | Page Views | Score |
|---|---|---|---|---|
| thomashb@cofc.edu | College of Charleston | — | 3 | Warm |
| e.wazennermann@rochester.edu | University of Rochester | — | 2 | Cold |
| e.schneider@piedmont.ca.gov | City of Piedmont, CA | — | 2 | Cold |
| a.payne@utah.gov | State of Utah | — | 2 | Cold |
| trevor.kavanagh@surrey.ca | City of Surrey | — | 2 | Cold |
| raj.khera@gov.ab.ca | Government of Alberta (Land Use) | — | 1 | Cold |
| Keriann Noble | State of Utah | Business System Project Manager | 1 | Cold |
| Aaron Silber | West Virginia Dept. of Education | Full-stack Developer | 1 | Cold |
| n.bertino@umn.edu | University of Minnesota | — | 1 | Cold |
| r.usnells@michigan.gov | State of Michigan | — | 1 | Cold |
| Kristi Baldwin | Iowa State University | Virtual Education Specialist | 1 | Cold |
These score Cold on engagement (mostly a single newsletter click), not on fit — the vertical alignment is strong. Together they form a high-quality nurture pool for the upcoming state campaigns.
Conversions by Source
One form conversion this week — a Playbook eBook download. As noted above, the week's lead growth came through newsletter-driven identification rather than gated-form submissions.
Paid Media — Google Ads & LinkedIn Ads
Spend
$150
vs $305 prior week
Clicks
29
vs 29 prior week
CTR
1.50%
vs 1.49% prior week
CPC
$5.19
down from $10.52 (lower is better)
Conversions
0
vs 6 prior week
CPA
—
no conversions this week
Budget Pacing
May closed at $1,039.78 total (LinkedIn $598.83 with 8 conversions; Google $440.95) — comfortably under the ~$1,500–$2,000/month paid-media allocation. June spend is just getting underway; this report week accounted for $150.47.
| Campaign | Spend | Clicks | CTR | Conv | Daily Budget | Status |
|---|---|---|---|---|---|---|
| Lullabot | Search | Branded (Google) | $90.47 | 27 | 29.67% | 0 | $15 | Active |
| NF — Digital Modernization Playbook, Document Ad (LinkedIn) | $60.00 | 2 | 0.11% | 0 | $50 | Active |
| Brand Awareness & Reach (Google) | $0 | 0 | — | 0 | — | Paused |
| Drupal 9 Readiness (Google) | $0 | 0 | — | 0 | — | Paused |
The LinkedIn Playbook document ad underdelivered this week — $60 spent, 2 clicks, no conversions — after front-loading 6 conversions the prior week; the campaign remains active at the same $50/day budget, and LinkedIn delivery tends to be lumpy week to week. Google branded search held steady with a very strong 29.67% CTR at a $3.35 CPC, performing its brand-protection role (no conversions expected from branded search). Lead quality on LinkedIn remains a shared focus from the monthly meeting, with Jenna now marking leads in Insight Engine to sharpen targeting.
Email — June Newsletter
Recipients
2,693
sent Jun 4
Unique Open Rate
40.6%
above ~30% norm
Unique Click Rate
2.38%
A strong send — the 40.6% open rate is well above the historical ~30% norm and a marked recovery from April's list-error outlier (13.82%). This send is what surfaced the week's cluster of on-target government and higher-education MQLs. A resend to the newly added portion of the list is planned for mid-June, pending a send-list confirmation with Jenna.
Campaign Calendar — May–Jul 2026
Externally visible milestones, sends, meetings, and client action items across the current month and the next two. Mid- and late-June and July items are projected based on the June 3 plan. Hover any pill for full detail.
Newsletter
Article / Content
Paid Media / ABM
Nurture / Email
Meetings / Events
Client Actions
May 2026
S
M
T
W
T
F
S
26
27
28
29
30
1
2
3
4
5
News Send
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Ad Launch
21
22
LB-009 Pub
23
24
25
26
Playbook Pub
27
28
29
30
31
June 2026
S
M
T
W
T
F
S
31
1
Client Test
2
3
Monthly Mtg
LB-010 Rev
4
News Send
Auto-Resp
5
TX Summit
6
7
8
9
10
11
12
13
14
15
16
Send List
17
18
NL Resend
19
20
21
22
23
24
25
26
27
28
29
30
ABM Kickoff
July 2026
S
M
T
W
T
F
S
28
29
30
1
News Send
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
May 5May Newsletter (LB-NL526) sentNewsletter
May 20LinkedIn Playbook document ad launched (LB-011)Paid Media
May 22Article published: Digital Governance: Architecture vs. Enforcement (LB-009)Article
May 26Digital Modernization Playbook ebook published (LB-005)Article
Jun 1June Newsletter test resent to client for review (LB-NL626)NewsletterClient
Jun 3Monthly marketing meeting — newsletter approved, ABM direction confirmedMeeting
Jun 3LB-010 nurture sequence sent to client for reviewNurtureClient
Jun 4June Newsletter sent — 2,693 recipients, 40.6% open rate (LB-NL626)Newsletter
Jun 4Playbook auto-responder copy loaded; test resent (LB-005)Nurture
Jun 5Texas Digital Government Summit — Lullabot presentEvent
Jun 16Confirm newsletter send list with Jenna (projected)NewsletterClient
Jun 18Resend June Newsletter to newly added list segment (projected)Newsletter
Jun 30ABM campaigns for NJ, NY, CO, MN — target build/launch (projected)ABM
Jul 1July Newsletter send (projected from monthly cadence)Newsletter
Campaign Progress
Approximate, based on tracked work and the June 3 plan.
LB-NL626 June Newsletter6/7 · 85%
LB-005 Digital Modernization Playbook8/10 · 80%
LB-010 Lead Nurture Campaign6/10 · 60%
Campaign 2 / ABM (NJ, NY, CO, MN)1/10 · 10%