Monthly Performance Report

Parliament

April 2026

Monthly Meeting · April 2026
April 2026

Today's agenda

  • 01
    Marketing & Content PrioritiesVideo campaign status, video production pipeline, and what's next.
  • 02
    Lead HighlightsPipeline progress, MQLs, SQLs, and top leads from the month.
  • 03
    Performance Reporting: Paid Media — VideoApril at a glance, three-month trend, campaign breakdown, insights, and ad spotlight.
  • 04
    Email & Content PerformanceNewsletter results, AEP performance, and organic video recommendations.
Marketing & Content Priorities
Marketing Updates

The full video campaign is live

Active Campaigns

  • LinkedIn Thought Leader AdsLaunched 3/3
  • Meta Reels TestParliament's first paid expansion beyond LinkedIn
  • YouTube In-Feed Discovery & Shorts Awareness
  • Retargeting Lead Gen w/ Field GuideProduced one MQL so far
  • April NewsletterLaunched 4/23

Video Production Status Parliament Marketing Dashboard ↗

What's Next

Campaign

Service-Focused Campaign

Develop a campaign built around a core Parliament service offering — positioning a specific capability against a client pain point to drive higher-intent leads.

Email

Nurture Series

Build an email nurture sequence for MQLs in the pipeline — content that deepens the relationship and moves warm leads toward a conversation.

Organic

Organic Content Ideas

Expand the organic engine with guest collaborations, video teasers, and repurposed long-form content — building reach without relying solely on paid.

Lead Highlights · April 2026
Pipeline & Lead Review

Lead progress steady month over month Proposal tracking ↗

April Highlights

  • 1 MQL (March) & 1 SQL (April) at NetlifyHigh intent — Michelle Herman, VP Marketing, filling out contact forms for a new Brand Project.
  • Newsletter bump in active MQLsRedbull ↗, Piedmont Plastics ↗, and Spire Capital ↗ showing renewed engagement.
  • Video retargeting produced one MQLJason Sakurai, Senior Editor at OutdoorX4 Magazine — from Field Guide lead gen campaign.
  • Video awareness is fueling the retargeting funnelBroad reach from awareness campaigns is now building the warm audience pool for retargeting.

Monthly Pipeline (Oct 2025 – Apr 2026)

OctNovDecJanFebMarApr12-Mo Total
New Leads6310797893
New Lead MQLs102324032
New Lead SQLs211110114
Active MQL %28%031%28%14%44%25%50%

Featured Leads

J
Jason Sakurai
Senior Editor
OutdoorX4 Magazine
MQL
Pages Viewed
1
Conversions
1
First Active 3w ago · Last Active 3w ago
Michelle Herman
Vice President Marketing
Netlify
SQL
Pages Viewed
17
Conversions
2
First Active 2w ago · Last Active 2w ago
1 other visitor from Netlify
Jane Prior
Chief Marketing Officer
Vita Coco
Lead
Pages Viewed
1
Conversions
0
First Active 3w ago · Last Active 4d ago
2 other visitors from Vita Coco
Key Signal
Active MQL % at 50% over 12 months — above-average pipeline quality. Video awareness is now feeding the retargeting funnel; first conversion evidence is emerging.
Paid Media: Video · April 2026
Paid Media: Video

April at a Glance

Through April 26 · 5 days remaining

$1,426
Total Spend
→ On pace for ~$1,850
18,473
Impressions
↓ vs 26,114 in March
989
Clicks
↓ vs 1,406 in March
5.35%
CTR
→ vs 5.38% in March
$1.44
Blended CPC
→ vs $1.42 in March
93%
LinkedIn Share
3
Active Campaigns
2
Platforms
Key Insight
Engagement efficiency (CPC, CTR) is virtually flat month-over-month. Lower impressions and clicks reflect the shift from broad video view optimization toward higher-quality engagement — fewer impressions at higher intent.

What held steady

CPC and CTR are effectively flat — targeting and creative are finding the right audience at a predictable cost. This is the stability you want before layering in lead gen.

Why impressions dropped

Not a performance problem. The shift away from broad video view optimization means fewer but higher-intent touchpoints. The funnel structure is working as designed.

Paid Media: Video · Three-Month Trend
Feb – Apr 2026

Engagement locked in. Spend scaling as planned.

Reading the Trend
February's 8.90% CTR and $0.26 CPC reflect video view optimization where platform interactions count as clicks — not a comparable baseline. March → April is the real comparison: CPC $1.42 → $1.44 (+1.4%), CTR 5.38% → 5.35% (−0.6%). Both essentially flat, confirming stable engagement as spend scales.

Cost Per Click ($)

$0.26 $1.42 $1.44 Feb Mar Apr

Click-Through Rate (%)

8.90% 5.38% 5.35% Feb Mar Apr

Monthly Spend ($)

$944February
$1,990March
$1,426April (through Apr 26, on pace ~$1,850)
Paid Media: Video · Campaign Breakdown
Active LinkedIn Campaigns · April

Three campaigns, three distinct jobs

CampaignRoleSpendImpr.ClicksCTRCPC
Video AwarenessTop of funnel$87611,4448387.32%$1.05
Thought Leader VideosMid-funnel$3031,7491166.63%$2.61
Video RetargetingLead gen$1493,750100.27%$14.89

Top of Funnel

Video Awareness

The workhorse — 66% of LinkedIn spend. $1.05 CPC and 7.32% CTR are strong for B2B. Running: Rainier Jubilee, Evolving a Brand, and The Audit That Shaped Shifted.

Mid-Funnel

Thought Leader Videos

Chris Erickson's CEO-led content. 6.63% CTR signals strong resonance. Higher CPC ($2.61) reflects a more qualified, higher-intent audience engaging with personal brand content.

Lead Gen

Video Retargeting

Newly launched — Field Guide document ads with "Unlock Full Document" CTA. Low CTR (0.27%) is expected at this budget. Audience pool grows as awareness campaigns continue.

What to Watch
Retargeting CPC ($14.89) is expected and not a concern at this stage — the audience pool is small. As Video Awareness continues to build reach, retargeting volume and efficiency will improve. Check back in 30–60 days for meaningful conversion data.

How Parliament compares to B2B LinkedIn benchmarks

CampaignParliament CTRBenchmark CTRParliament CPCBenchmark CPC
Video Awareness7.32%0.44–0.65% avg.$1.05$6–$10 avg.
Thought Leader Videos6.63%2.68% median$2.61$2.29 median
Blended5.35%0.44–0.65% avg.$1.44$6–$10 avg.
Paid Media: Video · Insights
What the data is telling us

Four signals from April

  • 01
    Engagement is locked inCPC ($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.
  • 02
    Thought leadership is landingChris's videos are generating 6.63% CTR — well above typical B2B LinkedIn benchmarks. Content about brand alignment (Rivian) and when to bring in an outside partner is resonating with CEOs and CMOs at $100M+ companies.
  • 03
    The funnel structure is in placeThree 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.
  • 04
    Watch: Creative rotationVideo 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.
Paid Media: Video · Spotlight
Top Performing Ad · April

"Evolving a Brand Without Losing Its Soul"

Drop ad screenshot here
or paste image URL below

Performance

CTR9.92%Highest of any ad across all campaigns
CPC$0.97Lowest CPC — below $1
Clicks380Nearly equal to top spender on less budget
Spend$36843% of Video Awareness budget

Why it's working

The tension between growth and identity is universal for companies at inflection points. Every CEO considering a rebrand worries about losing what made them successful. This video names that fear directly — and Parliament's work proves it's solvable.

At 9.92% CTR and $0.97 CPC, it's outperforming the Thought Leader Ad median (2.68% CTR, $2.29 CPC) by more than 3×. The message-to-audience fit is exceptionally strong.

Remarketing Concept

Brand Strategy Diagnostic

Target warm viewers of this video with a gated document ad. The diagnostic reveals Parliament's strategic depth at exactly the right moment.

View diagnostic ↗

Why this sequence works

  • Audience is primedViewers of "Evolving a Brand" have already engaged with Parliament's POV on identity and growth — the highest-intent signal in the funnel.
  • The diagnostic earns a clickA free, specific diagnostic offers clear value to a CEO considering a rebrand — far more friction-free than a contact form.
  • Parliament demonstrates depthThe diagnostic itself is a strategic proof point — it shows how Parliament thinks before a single meeting is booked.

For comparison

9.92%Evolving a Brand · $0.97 CPC
7.13%The Audit That Shaped Shifted · $1.04 CPC
3.28%Rainier Jubilee · $1.47 CPC · rotation candidate

Also worth noting

Rainier Jubilee (3.28% CTR, $1.47 CPC) is the weakest ad in the awareness mix and the strongest rotation candidate. Retiring it and replacing with a new case study or shorter cut of "Evolving a Brand" would keep the creative fresh heading into summer.

Paid Media: Video · Next Steps
May Priorities

Three moves for next month

  • 01
    Give lead gen time to buildThe retargeting campaign just launched. It needs 4–6 weeks to accumulate enough audience data from the awareness campaigns before we can draw conclusions or optimize. Expect meaningful conversion data by end of May.
  • 02
    Update remarketing contentProactive rotation based on CTR. Rainier Jubilee is the rotation candidate. Consider the Brand Strategy Diagnostic ↗ as a new creative angle targeting viewers of "Evolving a Brand."
  • 03
    Test shorter Thought Leader cutsChris's content is engaging at 6.63% CTR. Shorter edits (under 30 seconds) could improve completion rates and push more viewers into the retargeting pool.
Email & Content Performance · April 2026
Email Performance

Strong engagement across newsletters and AEP

EmailRecipientsOpen RateClick RateCTORLeads
April Newsletter (MQLs & SQLs)62246.59%6.49%13.94%40 MQLs
April Newsletter (Rest of List)2,87235.34%2.60%7.36%1 MQL
March Newsletter (MQLs & SQLs)63039.52%4.32%10.93%3 MQLs
AEP – ABM (PE) All-time · ongoing 22,95629.53%3.46%11.71% 167 MQLs
AEP – ABM (CEOs) All-time · ongoing 8,54737.74%4.01%10.62%81 MQLs
AEP – MQL > SQL Nurture All-time · ongoing 1,14845.55%5.30%11.64%21 MQLs, 2 SQLs
Engagement AEP All-time · ongoing 3050.00%6.67%13.33%2 MQLs
Action AEP All-time · ongoing 277 88.12% 46.74% 53.04%39 MQLs, 1 SQL

* AEP rows reflect all-time cumulative performance since launch. Newsletters reflect monthly sends.

Recommendations — Building the organic engine

We see better engagement when we get the videos in front of people (haven't built up the organic engine yet). Things that can help us get more exposure:

  • Post/share videos from personal LinkedIn/IG
  • Reshare vids with different angles: Doc
  • Promote teasers of long videos to encourage click-through
  • Revisit the idea of guestsCEOs, PE firms, designers, other peers/colleagues
Key Observation
The April Newsletter drove 40 MQLs from the MQL/SQL segment — a major jump from March's 3 MQLs. Action AEP at 88% open rate and 46.74% click rate confirms the high-intent nurture track is performing. These audiences are ready to be further activated.
Monthly Meeting · April 2026
Monthly Retrospective

How are we doing?

Client Updates

  • Any upcoming marketing events we should be aware of?
  • Anything else that would impact our marketing efforts?

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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