Monthly Marketing Meeting
Forum One
May 2026 — Performance review, campaign updates, and next steps
Forum OneMay 2026
Monthly Marketing Meeting
May 2026 Agenda
- 01Marketing Status & Priorities
- 05Paid Media Performance
- 02Q3 Content Ideation
- 06Content Performance
- 03Marketing Attribution
- 07Email Performance
- 04Lead Review & Highlights
- 08Client Updates & Monthly Retrospective
Forum OneMay 2026
Q3 Content Ideation
Topic ideas for July – September 2026
Corey will kick off the discussion with Q3 content topic recommendations.
Forum OneMay 2026
Marketing Status & Priorities
Active and completed work across all channels
Completed Since Last Meeting
- April NewsletterEmail · Sent April 28
- April Webinar: AI in ActionWebinar · Held April 23
- May Webinar: Building Products You Can TrustWebinar · Launched May 6
- Building Products Gated Asset (FO-092)Gated asset · Approved and published
- May Webinar LinkedIn AdsLinkedIn ads · All versions approved and live
Awaiting Forum One Action
- May Webinar Follow-Up (FO-094)Email series · Test emails sent — awaiting approval
- Drupal White Paper (FO-095)White paper · With you for review
- CEO AI Discoverability Article (FO-087)Article · Pending your feedback before publication
- Data Article Refreshes (FO-068)Article series · On hold pending further direction
In Development — Newfangled
- White Paper Nurture Series (FO-096)Email series · In development
- Government Sector Nurture Campaign (FO-098)Email campaign · Targeting June 2 launch
- June Webinar: Design Systems (FO-100)Webinar · Landing page in development
- May Newsletter (FO-072)Newsletter · In development, due May 28
Forum OneMay 2026
Marketing Attribution
34 opportunities opened in 2026 — 14 with confirmed IE engagement
New business opportunities only — each SF opp cross-referenced against Insight Engine by contact email and company domain.
34
Total Opps Opened
New business only · as of May 13
14
Marketing Attributed
41% of new business opportunities have IE engagement
~$1.7M
Attributed Active Pipeline
New business active pipeline with confirmed IE match
$723K
Closed Won — 2026
New business closed won · Atlantic Council, MDA, Wonder for Good
Attributed Opportunities14 opps
Active opps at full contrast · Lost/Disqualified dimmed
| Organization | Amount | SF Stage | IE Contact(s) | Conversion | MoM |
|---|---|---|---|---|---|
| Minnesota Dept of Human Services | $800K | Submitted | Kris Krepela +2 | Act-On email | New |
| Catalight (Redesign) | $250K | Submitted | M. McDevitt, E. Coulter | Google → Contact form | Carried ↑ Qual→Sub |
| City of Stamford | $500K | Submitted | R. Wasmus (IT-CNP) | Google → Contact form | Carried ↑ Pros→Sub |
| Earthjustice | $35K | Shortlisted | C. Anthony, L. Ramos | Act-On + Direct | New |
| Common App | $100K | Qualification | G. Santoro | Direct visit | New |
| Washington Trails Assn | $28K | Lost | L. Drummond +3 | Google Ads + Act-On | Carried |
| Natl Trust for Historic Pres. | $500K | Lost | Priya C., O. Tarricone ⚠ | Act-On email | Carried ↓ Sub→Lost |
| Natl Parks Conservation Assoc. | $250K | Lost | T. Christopher | Act-On → Inbound RFP | Carried |
| Perigee Fund | $40K | Disqualified | Edward Lee ⚠ | Google search | Carried ↓ Sub→DQ |
| Catalight (Strategy) | $33.5K | Disqualified | M. McDevitt, E. Coulter | Google search | Carried ↓ Sub→DQ |
| Bipartisan Policy Center | $100K | Disqualified | G. Ben-Yehuda | Act-On email | Carried |
| Office of Hawaiian Affairs | $400K | Disqualified | Manjee Rengifo | ChatGPT → Contact form | Carried |
| Mastercard Foundation | $200K | Disqualified | Noorain Zafar | Google search | Carried |
| AAIM | $250K | Disqualified | B. Berry-Cristofaro | Act-On → Contact form | Carried |
⚠ = attribution pending verification
⚠ Needs Verification4 items
Items requiring confirmation before this data is finalized.
| Item | Issue | Action |
|---|---|---|
| Natl Trust for Historic Preservation | Priya C./O. Tarricone not in live IE | Manual IE search by email |
| Perigee Fund | Edward Lee not in live IE | Manual IE search by email |
| Cincinnati Museum Center | SF flags New Client = No | Confirm exclusion from new biz report |
| FEMA, OWH, ACYF, Fed. Permitting | $1 placeholder amounts pending SOW | Confirm pipeline inclusion |
✓ Closed Won — 20263 deals · $722.8K
All new business closed and won in 2026, filtered by close date. None have confirmed IE engagement — Atlantic Council's SF lead source was an inbound email inquiry; the other two came through direct/referral channels.
| Organization | Amount | Close Date | IE Attribution |
|---|---|---|---|
| Atlantic Council | $449K | Mar 30, 2026 | No IE contact |
| Muscular Dystrophy Association | $267K | Apr 20, 2026 | No IE contact |
| Wonder for Good | $7K | Mar 27, 2026 | No IE contact |
Forum OneMay 2026
Lead Review & Highlights
103 new leads in April — 16 new MQLs, 2 new SQLs
75 active MQLs and 7 active SQLs in the system. Email and LinkedIn driving the majority of new leads.
103
New Leads — April
Act-On / Email: 50 · LinkedIn (paid): 25
Direct: 11 · Google: 8 · Other: 9
64% of 160/mo KR3 target
May MTD (May 1–14)
15 new leads
Expected to spike with webinar promotions
16
New MQLs — April
75 active MQLs in system · 140 total conversions · 21% of 75/mo KR1 target
May MTD (May 1–14)
7 new MQLs · 22 active
2
New SQLs — April
7 active SQLs in system · 25% of 8/mo KR2 target · Salesforce pipeline view to follow
May MTD (May 1–14)
0 new SQLs · 1 active
Monthly Lead Trend — Oct 2025 to Apr 2026
New Leads
New MQLs
New SQLs
Key Takeaways
- Email is the dominant demand channel — and it's compoundingAct-On/email drove 49% of new leads, nearly three-quarters came from channels Forum One directly controls.
- The April MQL count is likely understated89 of 186 unclassified, including Moore Foundation, Gates Foundation, Red Cross, U of Michigan contacts.
- Webinar cadence is the primary lead gen engineEvery meaningful spike in the trend chart correlates directly to a webinar.
- May is already trending up15 leads and 7 MQLs in 14 days before the Building Products follow-up sequences have fully played out.
- LinkedIn is generating quality, not just quantityCommunicating Data at $33 CPL with 17 leads, LinkedIn-sourced contacts appearing in active pipeline opps.
- Google's role is narrower but more targeted than it looks7 of 8 Google leads were organic, and two pipeline attributions (Catalight Redesign, City of Stamford) trace back to Google search.
Featured Leads — April 2026
B
Brandon Adams
Northwest Resource Associates
Pages
43
Conversions
7
Touchpoint
Email — highest engagement of any April lead
Email — highest engagement of any April lead
43 page views and 7 form submissions is exceptional activity. Depth of engagement signals active research well beyond casual browsing — Designer title at a nonprofit-adjacent firm.
View in Insight Engine ↗
V
Vlad Kavaleuski
Program Manager · American Red Cross
Pages
26
Conversions
6
Touchpoint
Act-On nurture — repeat engagement over time
Act-On nurture — repeat engagement over time
American Red Cross is core Forum One ICP — major nonprofit with complex digital needs. 26 page views and 6 conversions via nurture email demonstrates sustained interest across multiple sessions.
View in Insight Engine ↗
A
Anna Cronin
Dir. of Donor Digital Experience · Univ. of Michigan
Pages
8
Conversions
4
Touchpoint
Email nurture
Email nurture
Senior digital title at a major research university — Director of Donor Digital Experience is exactly the type of institutional decision-maker Forum One targets. 4 conversions shows active evaluation.
View in Insight Engine ↗
C
Carrie Benjamin
Social Finance
Pages
11
Conversions
1
Touchpoint
Bing (organic) — 11 pages, genuine research behavior
Bing (organic) — 11 pages, genuine research behavior
MQL at Social Finance — an impact investing nonprofit working at the intersection of capital markets and social good. Aligns with Forum One's nonprofit and mission-driven verticals.
View in Insight Engine ↗
Forum OneMay 2026
Paid Media Performance
April 2026 — $2,177 spend, 28 unique leads across LinkedIn and Google
LinkedIn Ads — April 2026
- Spend: $1,683 · 28 unique leads (31 total conversions) · Avg. CPL: $60
- 164 clicks · 36,264 impressions · CTR: 0.45%
| Campaign | Leads | CPL |
|---|---|---|
| How-to Guide: Communicating Data | 17 | $33 |
| AI in Action Webinar (paused) | 3 | $166 |
| Climate Narrative Report | 6 | $30 |
| Bringing AI to Life (ABM) | 1 | $266 |
| Website Not Your Front Door (ABM) | 1 | $173 |
Google Ads — April 2026
- Spend: $494 · 1 conversion · CPL: $494
- 71 clicks · 1,165 impressions · CTR: 6.09%
- Role: Branded protection & keyword coverage for digital transformation search terms
- Top converting keywords: nonprofit digital strategy, strategies for nonprofit organizations, UX design
LinkedIn remains the primary lead generation engine with 28 unique leads at $60 average CPL — well within the $250 target benchmark. Note: 31 total conversions were recorded but 3 represent the same user engaging with multiple content pieces. The Communicating Data campaign is the clear standout at $33 CPL. Google Ads continues in a branded protection role at reduced budget ($500/month).
Forum OneMay 2026
Paid Media
Recommendations and next steps
Active Campaigns
- May 14 Webinar promotion is live on LinkedIn — targeting CTOs and VPs of Engineering on AI production reliability
- May Webinar LinkedIn Ads — Approved and live
- June 17 Design Systems Webinar promotional campaigns in development
Recommendations
- Continue nurturing the AI in Action webinar audience — even without direct conversions from that campaign, the audience has engagement history worth retargeting
- Consider video recap/key takeaway ad creative post-webinar — using recorded content as LinkedIn ad creative has shown strong results for this audience
- ABM campaigns (Bringing AI to Life, Website Not Your Front Door) are reaching end of life based on performance — two potential options:Option A: Replace both with fresher assets — Strategic Planning Guide for Mission-Driven Orgs and The Interpretation Gap — and continue running two lead gen campaigns.
Option B: Replace with only The Interpretation Gap and use the freed budget to create an awareness campaign featuring webinar video assets condensed for LinkedIn (shorter videos, top-level info).
Forum OneMay 2026
Content Performance
April 2026 — 5,766 sessions, 243 conversions
Site-Wide Overview
- 5,766 sessions · 4,505 total users · 4,333 new users (96%)
- 16,544 pageviews · 2.87 pages/session · 2m 49s avg. session duration
- 90.3% engagement rate — strong signal that visitors who arrive are staying and exploring
- 243 total conversions — driven primarily by direct (114) and organic search (65)
Traffic by Channel
| Channel | Sessions | Conversions | CVR |
|---|---|---|---|
| Direct | 2,902 | 114 | 3.93% |
| Organic Search | 1,703 | 65 | 3.82% |
| 562 | 32 | 5.69% | |
| Referral | 337 | 19 | 5.64% |
| Organic Social + Paid | 188 | 10 | 5.32% |
Forum OneMay 2026
Email Performance
April 2026 — newsletter and campaign results
April Newsletter — Apr 28
- Sent: 5,249 · Delivered: 98.5% ✓
- Open rate: 27.4% — above benchmark
- CTR: 0.82% · CTOR: 3.04%
April Webinar Follow-Up — Apr 27
- Attendees: 38 sent · 65.8% open · 16% CTOR
- Broadcast: 5,231 sent · 25.6% open · 4.4% CTOR
- Both exceeded benchmark open rates
Industry Benchmarks
- Delivery: 98% benchmark · 98.5% ✓
- Open rate: 20–25% benchmark · 27.4% ↑
- CTR: 3–5% benchmark · 0.82%
- CTOR: 12% benchmark · 3.04%
The April newsletter's 27.4% open rate is a strong result — the audience is growing and engaging. The attendee-only webinar follow-up (65.8% open rate, 16% CTOR) shows that highly targeted, personalized sends perform dramatically better than broadcast sends.
Forum OneMay 2026
Client Updates
Anything upcoming we should know about?
Updates from Forum One
- Any upcoming events, launches, or announcements we should factor into marketing efforts?
- Any changes to sales priorities, target verticals, or messaging emphasis for Q2?
- Anything that would impact timing or scope of campaigns in development?
Monthly Retrospective
- What went well this month?
- 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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