Lullabot
Items Needing Client Action
LB-005 Digital Modernization Playbook — Auto-Response Email Approval
The automated confirmation email that goes to everyone who downloads the Playbook was test-sent for your review on May 26. Your sign-off is the last step before the auto-responder can be switched on for the live ebook.
Awaiting Approval
The June newsletter is in final internal review; the client test email is scheduled to go out on June 1 for your review, with the send targeted for early June. One open item: the lead article ("Digital Governance: Architecture vs. Enforcement") has no hero image on the site, so a confirmed image is needed before send — a candidate was pulled from your shared design folder.
Awaiting Review
Newfangled In Progress
LB-010: Lead nurture emails built; in internal review — client approval to be requested, then activation
LB-005: Playbook auto-responder — trigger list/segment build and activation
LB-NL626: June Newsletter — final internal review and send preparation
Recently Completed
LB-009: "Digital Governance: Architecture vs. Enforcement" article published
LB-005: Digital Modernization Playbook ebook published on lullabot.com
LB-005: Playbook landing page live and download form created (client-side)
LB-005: Playbook content added to Insight Engine for lead tracking
LB-005: Zapier form integration set up for the Playbook download
LB-NL626: June Newsletter content, copy, and strategy reviews finalized
New Leads
4
vs 4 prior week
Conversions
9
+2 vs 7 prior week
MQLs
3
+2 vs 1 prior week
SQLs
1
-1 vs 2 prior week
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 gated downloads, or unidentified / personal-email leads with no firmographic signal.
Qualified Leads (MQL / SQL)
Filtered to leads tagged MQL or SQL this period — 3 MQLs and 1 SQL. Temperature badges reflect the agreed Hot/Warm/Cold criteria.
Software Engineer
MQL
Google (organic)
5 page views
1 conversion
Converted On
Site form conversion via organic Google search (May 22–28)
Assessment
- County of Santa Clara is a large California county government — squarely in the target state/local-government vertical.
- Arrived via organic Google search, suggesting self-directed research rather than ad-driven.
- Software Engineer maps to the technical IT implementer persona — a procurement influencer, though not a digital-leadership decision-maker.
- Engagement: 5 page views and a conversion this period; tagged MQL.
- Warm rather than Hot — strong vertical fit and genuine engagement, but the role is an implementer rather than a buyer.
Title not identified
SQL
17 page views
1 conversion
Converted On
Site form conversion (May 22–28)
Assessment
- Tagged SQL with the highest engagement of the qualified set — 17 page views.
- Ericsson is a global telecom and technology company — outside the state/local-government target vertical.
- No title enriched, so the specific role and fit are unclear.
- Scored Cold on vertical fit despite the SQL tag and strong engagement; worth confirming what qualified it and whether it aligns with the target profile.
Title not identified
MQL
Google (organic)
34 page views
3 conversions
Converted On
Site form conversions — likely including the Digital Ecosystem Maturity Assessment (May 22–28)
Assessment
- By far the most engaged session this week — 34 page views and 3 conversions; tagged MQL.
- Arrived via organic Google search (not paid), which often signals genuine self-directed research.
- Cold under the agreed rules only because no company, title, or vertical could be enriched (personal email).
- Worth identifying — the engagement level is well above any other lead this week and may merit a direct follow-up.
Title not identified
MQL
LinkedIn (paid)
1 page view
1 conversion
Converted On
LinkedIn Lead Gen — The Digital Modernization Playbook (May 22–28)
Assessment
- Saint Thomas Academy is a private school — education, not the state/local-government target vertical.
- Personal email limited enrichment; no title captured.
- Single page view and one download from the paid LinkedIn ad — baseline activity; tagged MQL.
Conversions by Source
Three Digital Ecosystem Maturity Assessment conversions this week is an encouraging early signal for the pre-RFP offering positioned at the end of the Playbook nurture path.
Paid Media — Google Ads & LinkedIn Ads
Spend
$305
vs $230 prior week
Clicks
29
vs 35 prior week
CTR
1.49%
-0.26pp vs 1.75%
CPC
$10.52
vs $6.58 prior week
Conversions
6
+6 vs 0 prior week
CPA
$50.84
no conv. prior week
Monthly Budget Pacing
Combined daily cap across the two active campaigns: ~$65/day ($50 LinkedIn + $15 Google). Month-to-date spend (May 1–28): $985.65 — LinkedIn $568.83 (includes the now-paused awareness campaign), Google $416.82 — averaging ~$35/day. Projected May total: ~$1,090, comfortably under the ~$1,500–$2,000/month paid-media allocation.
| Campaign | Spend | Clicks | Conv | CPA | Daily Budget | Status |
|---|---|---|---|---|---|---|
| NF — Digital Modernization Playbook, Document Ad (LinkedIn) | $206.55 | 10 | 6 | $34.43 | $50 | Active |
| Lullabot | Search | Branded (Google) | $98.50 | 19 | 0 | — | $15 | Active |
| Brand Awareness & Reach (Google) | $0 | 0 | 0 | — | — | Paused |
| Drupal 9 Readiness (Google) | $0 | 0 | 0 | — | — | Paused |
The LinkedIn Digital Modernization Playbook document ad (live since May 20) drove all 6 conversions this week at a $34.43 cost per lead — a clear turnaround from the prior LinkedIn awareness campaign, which had been generating no leads. Google branded search delivered 19 clicks at a strong 14.07% CTR and $5.18 CPC, performing its brand-protection role (no conversions expected from branded search). Two older Google campaigns remain paused. Conversion value isn't tracked for this account (typical for B2B services), so CPA is the efficiency metric.
Email
No email campaigns were sent during this period. The most recent send was the May Newsletter (LB-NL526) on May 5. The June Newsletter (LB-NL626) is in final internal review, with the client test email scheduled for June 1 and the send targeted for early June.
Note: live open/click metrics from Act-On were unavailable at report time due to a connector access issue. Full email performance will be included once access is restored.
Campaign Calendar — May–Jul 2026
Externally visible milestones, sends, and client action items across the current month and the next two. Items in June and July are projected based on current planning. Hover any pill for full detail.
Newsletter
Article / Content
Paid Media
Nurture / Email
Events / Other
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
Auto-Resp
30
31
June 2026
S
M
T
W
T
F
S
31
1
Client Test
2
Email Appr
3
News Send
4
Nurture Live
5
TX Summit
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
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 5
May Newsletter (LB-NL526) sent
Newsletter
May 20
LinkedIn Playbook document ad launched (LB-011)
Paid Media
May 22
Article published: Digital Governance: Architecture vs. Enforcement (LB-009)
Article
May 26
Digital Modernization Playbook ebook published (LB-005)
Article
May 29
Playbook auto-responder activation (LB-005)
Nurture
Jun 1
June Newsletter test email sent to client for review (LB-NL626)
Newsletter
Client
Jun 2
LB-010 nurture emails — client approval requested
Nurture
Client
Jun 3
June Newsletter sent (LB-NL626) — projected
Newsletter
Jun 4
LB-010 nurture campaign activated — projected
Nurture
Jun 5
Texas Digital Government Summit — Lullabot attending
Event
Jul 1
July Newsletter send — projected from monthly cadence
Newsletter
Campaign Progress
Based on tracked Asana subtasks for each active workstream.
LB-005 Digital Modernization Playbook6/9 · 67%
LB-NL626 June Newsletter6/9 · 67%
LB-010 Lead Nurture Campaign2/10 · 20%