Thornfield Analytics • Q2 2024 • Last updated 2h ago
⚠ Cost Per Pipeline Dollar Alert: Current $0.19 exceeds target threshold of $0.18 following agency retainer increase (W6). Sales utilization rate dropped from 32% to 28% after Highspot reorg (W7) — 9 assets not surfaced correctly.
Content-Influenced Pipeline
$2.47M
+18.2%vs Q1
Cost Per Pipeline $
$0.19
+26.7%vs target
Organic CTR (Avg)
4.8%
+0.6pp
Content-to-MQL Rate
3.2%
+0.4pp
Assisted Conv. Rate
67%
+5pp
Sales Utilization Rate
28%
-4ppW7 reorg
Deal Acceleration Index
1.34
34% faster close
Topic Authority Score
78
+6
Asset Decay Rate
14.2%
90-day traffic drop
Cohort LTV Differential
+$8.4K
vs non-content
Published Assets (Q2)
47
28 blog, 12 guide, 7 video
Q2 Target Progress
88%
$2.47M / $2.8M
Content-Influenced Pipeline by Asset Type (90 Days)
Organic CTR by Intent Cluster
Content-to-MQL Conversion by Format
Top Performing Assets by Pipeline Influence
Asset Title
Type
Published
Pipeline Influenced
MQLs
Avg. CTR
Sales Util.
Complete Guide: GDPR vs CCPA Compliance
Guide
W11
$340K
142
6.8%
47%
ROI Calculator: Data Governance Investment
Tool
W3
$284K
98
5.4%
18%
Case Study: Fortune 500 Migration (Retail)
Case Study
W1
$197K
54
4.1%
9%
Video Series: Data Lineage Explained (5-part)
Video
W5
$176K
67
7.2%
34%
Benchmark Report: 2024 Compliance Costs
Report
W2
$168K
89
5.9%
41%
Blog: 7 Red Flags in Your Data Catalog
Blog
W8
$143K
112
6.1%
22%
Webinar Replay: AI-Powered Data Governance
Webinar
W4
$129K
76
3.8%
29%
Checklist: Pre-Audit Data Readiness (PDF)
Tool
W9
$114K
94
5.2%
38%
Multi-Touch Attribution: Content Touchpoint Distribution
First Touch
34%
Middle Touch
51%
Last Touch
15%
Assisted Conv. Rate
67%
Production Cost vs Pipeline Return
Q2 Production Cost
$469K
7 FTE + $84K agency
Pipeline Influenced
$2.47M
Cost Per Pipeline $
$0.19
Target: $0.18
Note: Agency retainer increased from $72K to $84K in W6, driving cost-per-pipeline-dollar above target. Sales utilization drop (W7) reduced asset effectiveness.