Lullabot
Here is the current status of the remaining assets. As noted in your email yesterday, we understand that publication of the eBook is currently in progress, and we appreciate your continued efforts in moving this forward.
Items Needing Client Action
LB-005 Digital Modernization Playbook — Publication
Final PDF was delivered May 15 and the LinkedIn document ad (LB-011) launched May 20. Per your confirmation, the web-based version will still be published on the Lullabot blog, with the PDF reserved for paid and email use. The LB-010 nurture campaign is queued and ready to activate once the on-site version is live.
In Progress
Newfangled In Progress
LB-010 Nurture Campaign — Content publication check & email builds
LB-010 Nurture Campaign — Form creation & email activation
LB-011 Playbook LinkedIn Ad — Ongoing optimization & performance monitoring
Recently Completed
LB-005 Digital Modernization Playbook — Final PDF delivered
LB-009 article — Content finalized & sent to Lullabot team for SME review
LB-011 LinkedIn Document Ad — Design review completed
LB-011 LinkedIn Document Ad — Ad previews created & sent to client
LB-011 LinkedIn Document Ad — Client approved for deployment
LB-011 LinkedIn Document Ad — Campaign live (tracking, QA, Zapier, launch sheet)
New Leads
4
-7 vs 11 prior week
Conversions
7
-1 vs 8 prior week
New MQLs
1
-2 vs 3 prior week
New SQLs
0
vs 0 prior week
Scoring criteria:
Hot — senior digital leader (CIO/CDO/CTO/Director/Web Manager) at a state, large-municipality, or contract-vehicle target, with real engagement (eBook download or 3+ page views or 2+ conversions).
Warm — government vertical or adjacent partner ecosystem (Drupal/CMS/digital ecosystem) plus one of: senior title, 3+ page views, eBook download, or contact form submission.
Cold — converted but below the thresholds above (single newsletter signup, single page view, baseline activity).
All New Leads
Title not provided
Other / Direct
37 page views
2 conversions
Converted On
Multiple form submissions across the week (May 15–21)
Assessment
- Region One ESC is a Texas regional education service center serving K-12 districts — adjacent to but outside the primary state-government target.
- High engagement profile: 37 page views and 2 conversions in one week signals meaningful interest in the content.
- Public-sector buyer with similar governance and accessibility pain points to state agencies — could be a fit for the ecosystem messaging.
- Title was not captured at form submission, which limits seniority and decision-authority signal.
- Worth a light qualification touch to learn role and scope before further investment.
Principal UX Engineer
Other / Direct
3 page views
1 conversion
Converted On
One form submission during the week
Assessment
- Pantheon is a known Drupal hosting partner in Lullabot's broader ecosystem — strategic relevance is high even if direct buyer fit is low.
- Principal UX Engineer is a senior technical role; aligns with the UX-leaders-in-government persona expansion noted earlier in the program.
- Engagement is modest (3 page views, 1 conversion) — interest is there but not deep yet.
- Partnership / referral context likely more relevant than direct-sale path here.
Title not provided
Direct
11 page views
1 conversion
Converted On
One form submission during the week
Assessment
- Automattic is the company behind WordPress.com — an adjacent CMS partner in Lullabot's platform-agnostic positioning.
- Solid engagement (11 page views) indicates real content interest beyond a casual visit.
- Title not captured — seniority and buying authority unclear without enrichment.
- Likely partnership/ecosystem context rather than direct buyer; worth identifying who they are before further outreach.
Software Developer
LinkedIn
3 page views
1 conversion
Converted On
One form submission during the week
Assessment
- Personal Gmail address and missing company — limited signal on organizational fit.
- Software Developer title is outside the target persona set (digital leaders and decision-makers).
- Came in via LinkedIn — worth monitoring but no clear qualification pathway at this time.
Conversions by Source
Paid Media — Google Ads & LinkedIn Ads
Spend
$230
+$6 vs $224 prior week
Clicks
35
-2 vs 37 prior week
CTR
1.75%
+0.31pp vs 1.44% prior week
CPC
$6.58
+$0.51 vs $6.07 prior week
Conversions
0
-1 vs 1 prior week
CPA
—
vs $224 prior week
Monthly Budget Pacing
Combined daily caps: $15/day on Google Branded Search + $50/day on the new LinkedIn Document Ad. Month-to-date spend through May 21: $681 ($318 Google, $362 LinkedIn). At current pace, the full month is projected to land within the ~$1,500–$2,000 baseline allocation. The new LinkedIn Document Ad (LB-011) launched May 20, so its full monthly impact will land in June.
| Campaign | Platform | Spend | Clicks | CTR | CPC | Conv | Daily Budget | Status |
|---|---|---|---|---|---|---|---|---|
| Lullabot | Search | Branded | Google Ads | $125.09 | 29 | 25.00% | $4.31 | 0 | $15.00 | Active |
| Digital Modernization Playbook — Doc Ad | LinkedIn Ads | $53.08 | 2 | 0.44% | $26.54 | 0 | $50.00 | Active |
| Keeping State Govt Websites Consistent & Accessible | LinkedIn Ads | $52.09 | 4 | 0.28% | $13.02 | 0 | — | Paused |
The Google Branded Search campaign continues to deliver strong CTR (25%) at an efficient $4.31 CPC — typical for branded queries. On LinkedIn, the prior campaign was paused on May 20 in favor of the new Digital Modernization Playbook document ad, which went live the same day. With only ~36 hours of in-flight data during the report window, the new LinkedIn campaign's performance will become meaningful next week. Zero conversions this week is a soft signal — the prior week recorded 1 LinkedIn conversion, and the new ad's lead-gen mechanics need a full cycle to assess.
Email
No email campaigns were sent during this period. The most recent send was the May Newsletter (LB-NL526) on May 5, 2026. The next scheduled send is the June Newsletter (LB-NL626), with full open/click metrics for the May newsletter to be included in the next monthly report.
Note: real-time email performance metrics from Act-On were temporarily unavailable at the time of report generation. Historical send data is included for cadence context.
Campaign Calendar — May 2026 – July 2026
Externally visible milestones across the current month and the next two — sends, publishes, ad launches, and client actions. Items shown in June and July are based on current planning and will firm up as campaigns progress.
Newsletter
Article
Paid Media
Nurture / eBook
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
Assets Done
13
14
15
PDF Delivd
Article SME
16
17
18
Ad Preview
19
Ad Apprvd
20
Ad Live
21
22
Article Pub
23
24
25
26
27
28
29
30
31
1
2
3
4
5
6
June 2026
S
M
T
W
T
F
S
31
1
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
1
2
3
4
July 2026
S
M
T
W
T
F
S
28
29
30
1
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
1
May 5
LB-NL526 May Newsletter — Send
Newsletter
May 12
Digital Modernization Playbook — Design assets finalized
eBook
May 15
LB-005 Digital Modernization Playbook — Final PDF delivered to client
eBook
May 15
LB-009 article sent to Lullabot team for SME review
Article
May 18
LB-011 LinkedIn Document Ad previews — sent to client
Paid Media
May 19
LB-011 LinkedIn Document Ad — Client ad approval
Paid Media
Client
May 20
LB-011 Digital Modernization Playbook Document Ad — Live on LinkedIn
Paid Media
May 22
LB-009 "Digital Governance: Architecture vs. Enforcement" — Published
Article
Campaign Progress
LB-011: Digital Modernization Playbook Doc Ad7/7 · 100%
LB-009: How Small Teams Scale GovernancePublished
LB-005: Digital Modernization Playbook eBookPDF delivered · site pub. in progress
LB-010: Building Digital Ecosystems Lead NurtureIn setup · pending eBook live