The headlines:
- Pipeline from marketing is up 18% to €240k, almost all from Tuesday's webinar with Brightfold
- Paid search got 30% more expensive per lead after Google changed its bidding, so we're moving budget to LinkedIn
- Trial signups are flat, but more trials turn into paying customers: 12%, up from 9%
The numbers, compared with last week:
- Spend: €18.4k, up 4%
- Leads: 312, down 6%
- Cost per lead: €59, up 11%
- Marketing sourced pipeline: €240k, up 18%
- Trial to paid: 12%, up from 9%
What changed and what it means:
- The webinar drove 9 of 14 new opportunities. Worth a second session in November.
- Paid search cost per lead is above target for the second week. Unless it recovers by Wednesday, we move €3k to LinkedIn.
- Trial to paid went up after the new onboarding emails. Too early to call, one more week of data needed.